How to Choose the Right Integrations (Without Slowing Everything Down)

A practical guide for businesses looking at integrations to connect systems, boost performance, and future-proof their digital setup.

Integrations can make or break your website.

Choose the right ones, and your digital presence becomes a well-oiled machine—automating processes, delivering personalised experiences, and giving your team the data they need to grow.

Pick the wrong ones? You could be left with sluggish load times, disjointed customer journeys, and an admin nightmare every time something needs updating.

At Sequel, we’ve seen it all—so this guide will help you cut through the noise and choose the integrations that actually work for your business.

The risks of poor integration choices

Before we explore how to choose the right integrations, let’s talk about what happens when you get it wrong:

• Performance issues – Clunky plugins or poorly built APIs can drag down your page load speed, which affects SEO and user experience.
  
• Security vulnerabilities – Outdated or unsupported tools can be an easy way in for cyber threats.
  
• Maintenance headaches – Some integrations are hard to update or break when the platforms they connect to change.
  
• Scalability limits – What works for a 5-person team might not cut it when you’re doubling in size.
  

That’s why integrations shouldn’t be an afterthought—they’re foundational to your site’s success.

1. Start with strategy, not software - What do you actually need your site to do? Map out key user journeys, internal processes, and goals first. Then find tools that support that vision—not the other way around.

2. Prioritise performance and UX - If an integration slows down your site or clutters the user experience, it’s not the right fit. Always test impact on load speed and responsiveness. Users won't wait.

3. Check compatibility and support - Does it play nicely with your CMS or tech stack? Is there a support team you can talk to? Look for tools that are actively maintained and widely used.

4. Think long-term scalability - Avoid integrations that only solve today’s problems. Choose flexible platforms that can grow with your business or be customised over time.

5. Weigh up build vs buy - Some off-the-shelf tools do the job brilliantly. Others may need a custom API to get the data flowing exactly as you want. Don’t be afraid to go custom if it saves you time and money in the long run.

Don't forget your central data systems – the real engine room

For many businesses, the most critical integration isn’t a flashy tool – it’s the one powering your core business data.

Whether it’s your ERP, product database, booking platform, or internal management system, if that system sits in a silo, your website becomes disconnected. Customers may see outdated information, miss out on self-service options, and your team ends up duplicating effort across multiple systems.

By integrating your website directly with these platforms (via secure custom APIs or middleware), you can:

• Display live product, stock, or service information
  
• Enable customer self-service (such as order tracking, account history, or repeat purchases)
  
• Reduce manual admin and human error
  
• Keep internal teams and customers working from a single source of truth
  

Yes, it’s more technical than dropping in a marketing form—but it’s where real digital transformation happens. And when it’s done right, it’s game-changing.

Common integrations (and when to use them)

• CRM – HubSpot, Salesforce, Pipedrive are all Great for managing leads and tracking conversions, but make sure it connects to your forms and marketing tools seamlessly.
  
• Email Marketing – Klaviyo, Mailchimp, MailCoach. These tools often offer built-in forms or automations, but not all work well with every CMS—always test first.
  
• Analytics & Tracking – Google Analytics 4 & Tag Manager, Hotjar, Mixpanel. Essential for measuring what’s working (and what’s not). Clean implementation matters—especially with privacy laws tightening.
  
• Payments – Stripe, Elavon, PayPal. Vital for eCommerce or bookings. Focus on security, speed, and how well it fits with your site’s checkout experience.
  
• Stock & Product Data – Infor CloudSuite, Microsoft Dynamics 365, Syrinx, Swan, Access, bespoke databases. These need robust, secure custom integrations but offer huge returns in operational efficiency and customer experience.