Rebuilding a Website and CRM to Support Complex Technical Sales
Connecting a previously disconnected brochure site to a Zoho CRM-driven sales pipeline for a technical services provider.
Overview
The client is a specialised technical services provider working with industrial and engineering sectors. Their sales cycles are long, complex, and high-value, often involving multiple stakeholders and detailed technical specification.
They approached Montandon Ltd because their digital presence was completely disconnected from their sales reality. They had a "brochure" website that looked acceptable but did nothing to support their sales team, and their internal "CRM" was essentially a collection of spreadsheets and post-it notes.
They needed clarity. They needed a way to see what was in their pipeline, track complex enquiries, and ensure that high-value opportunities weren't slipping through the cracks due to administrative disorganisation.
The Situation Before
The business was operating with a "black box" sales process. Enquiries arrived via email and effectively vanished into individual inboxes. There was no way for the directors to know the total value of the pipeline, the status of any given quote, or the last time a key prospect was contacted.
The website was a static entity. It listed services but offered no structured way for customers to engage. Detailed technical enquiries were often submitted via a generic "Contact Us" form, leading to endless back-and-forth emails just to qualify the lead.
Internally, the team relied on memory and manual reminders. This reliance on "headspace" meant that when the team was busy delivering work, sales follow-ups were the first thing to be dropped. The business was living in a cycle of "feast or famine" driven by their capacity to remember to sell.
The Approach
We rejected the idea of an enterprise-grade system like Salesforce, which would have crushed a team of this size with complexity and cost. Instead, we selected Zoho CRM as a pragmatic, flexible, and cost-effective mid-market solution.
The strategy was "Capture, Structure, Track." We needed to capture leads systematically from the web, structure that data into a usable format, and provide a simple track to run on for the sales team.
We treated the website rebuild not as a design project, but as a systems integration project. The website's primary job was redefined: it was no longer there just to look good; it was there to feed the CRM with qualified, structured data.
The Build
We rebuilt the website on WordPress to give the client full ownership and ease of content editing. However, the critical work was under the hood. We built structured enquiry forms for each service line that asked specific qualifying questions.
These forms were integrated directly into Zoho CRM. When a prospect hits "Submit," they are not just sending an email; they are creating a Deal record, a Contact record, and a Task for the sales team, all populated with the technical details provided.
In Zoho, we customised the sales pipeline to mirror their actual physical workflow: "Technical Review," "Site Survey," "Quote Generation," and "Negotiation." We stripped out all default fields that weren't relevant, ensuring the interface was clean and unintimidating for the non-technical sales team.
The Outcome
The "Black Box" has been opened. The directors now have a dashboard showing the exact value of their weighted pipeline. They know exactly how many active quotes are out and when they are expected to close.
Lead leakage has stopped. Every enquiry from the website is accounted for. If a lead isn't followed up within 48 hours, the system flags it. The "generic contact form" dance has been replaced by structured data that allows the sales team to enter the first call informed and prepared.
The business has moved from being reactive to proactive. They can forecast capacity requirements based on the pipeline, rather than waiting for the phone to ring.
Pipeline Visibility
CRM Implementation
Sales Process
Lead Leakage
Why This Worked
This succeeded because we didn't over-engineer. We tailored the CRM strictly to their process, removing 80% of the default "noise." The sales team actually uses the system because it helps them, rather than becoming a data-entry chore.
By connecting the website directly to the CRM, we bridged the gap between marketing and operations. The website is now a hardworking member of the sales team.
Services Delivered
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