What started as a single website retainer became a 3+ year engagement managing three integrated B2B web properties. The pivot from basic contact forms to a cart-based quote builder drove a 1500% increase in leads (via Solspace Inc.).
Robots.com at a glance
The lead capture evolution
When we started with Robots.com, leads came through basic contact forms. We evolved that systematically over three years:
- Step-based quote request forms: replaced generic contact forms with guided forms that captured structured product and configuration data
- Cart-based quote builder: replaced forms entirely with a Craft Commerce-powered quote cart — customers could browse the catalog, add robots to a quote, and submit with full product detail automatically included
- Salesforce integration: improved Zapier automation routing form submissions directly to Salesforce with proper field mapping
The result: a 1500% increase in leads, documented in a Solspace case study published at the time.
The integration work that made it reliable
B2B web properties in industrial automation live and die on data accuracy. We built and maintained the systems that kept inventory, pricing, and tax data consistent:
- MS SQL → Celigo → BigCommerce sync: custom two-way sync connecting Robots.com's MS SQL warehouse database through Celigo to BigCommerce, ensuring inventory accuracy across systems
- Fanucworld stabilization: took over an undocumented Celigo and MS SQL integration from previous developers, documented the full system, and reduced integration errors from monthly occurrences to zero
- BigCommerce-Avatax: investigated, supported, and fixed the automatic tax calculation connection so every transaction calculated correctly
- Cloudflare healthchecks: set up system monitoring so issues surfaced before clients noticed them
Expanding from one website to three
The retainer started with Robots.com, then expanded:
- Fanucworld (Year 2): took over BigCommerce website from previous developers, documented undocumented integrations, and stabilized the system
- TIE Industrial (Year 3): migrated from WordPress to Craft CMS, reusing Robots.com components and architecture to create a unified design system across properties
- Headless architecture planning: led discovery creating a multi-year plan for a headless CMS architecture to unify all three websites, using BigCommerce API and Strapi CMS
Consistent delivery builds trust. We started with one website and now manage an integrated portfolio of three properties.
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