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API integration services


API (Application Programming Interface) development involves creating and maintaining interfaces that allow different software systems to communicate with each other. APIs enable the exchange of data and access. Most of our digital projects have some element of API integration within them, whether it be a more basic integration such as social media or forms through to more complex API integrations.

What is an API?

An API is a way for two pieces of software to communicate with each other. APIs work behind the scenes to allow users to request and retrieve relevant information that is needed. APIs are used to extend the functionality on a website, whilst also integrating with another service / application.

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Where are APIs used?

APIs can be used anywhere within a website when wanting to integrate with another service, mostly behind the scenes. Users typically won’t even know the website has been built with this type of integration, as it will be part of the back-end developments.

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API integration examples

There are some of the most popular API integrations that form websites that we build:

  • Social Feeds – Social feeds such as Instagram, LinkedIn, Facebook, YouTube, Twitter etc, where you are getting the latest feed of information from each of the social networks.
  • Google Maps – Using the Google Maps API to get a map with a specific location on it. This can be expanded out to do thousands of things, such as searching via postcode / radius, location grouping etc.
  • Company Reviews – Integrating the latest reviews from websites such as TrustPilot, Google Reviews, TripAdvisor etc.
  • Forms – A common development is to add form integration into a CRM. So instead of calling data and displaying it like with the other examples, we can have the data going the other way; on a form submission, the data would be sent to the CRM and labelled accordingly. Another classic case of this is for newsletter sign up forms, where the data is sent to systems such as MailChimp, Campaign Monitor, Salesforce etc.

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Benefits of using APIs

APIs make the very latest data accessible which improves user experience and simplifies tasks. Some examples of this include:

  • Social Feeds – If you didn’t integrate social feeds via an API, then the data wouldn’t be accurate and up to date, as nothing is pulling in the latest data. Therefore this would just be static feeds, which would constantly need to be manually updated. The same can be applied for reviews too.
  • Google Maps – If we didn’t integrate with Google Maps, then we would need to include a screenshot/image of the map instead. This therefore would be a poorer way of displaying the map, as it wouldn’t be responsive, or be able to move around the map, zoom in and out etc.
  • Forms – Without integration to a CRM, the form requests would just be sent via email. For some clients this is fine – but if they have a CRM, this just means a lot of manual work copying over the information to their system. With CRM integration the data will be sent automatically on form submission.

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