Loop: Website & Custom CRM
A bespoke website with a custom CRM behind it. Another company had quoted them a two-month timeline — once we understood the actual requirements, we delivered the whole thing in three weeks.
Project brief.
Loop supplies premium bottled and canned water to venues while turning every bottle into a QR-enabled advertising platform. They needed a website that speaks to two audiences at once — venues wanting reliable, price-matched supply, and brands wanting real-world consumer engagement — while showcasing the scale behind 40+ venues and 300,000+ bottles distributed. They arrived with a two-month timeline from another company. Once we had mapped the requirements properly — the public site plus a custom CRM to manage venues, brand campaigns and enquiries in one place — we completed the entire build in three weeks.
The technology we used on this project.
A WordPress front end for the public site, with a custom PHP admin panel powering the CRM — familiar to edit, quick to build, cheap to run.
Design
Website Frontend
CRM / Admin Panel
Hosting & Tools
Challenges & Solutions
Every project has a few problems to solve. Here is what we ran into on this build and how we handled it.
Beating a two-month timeline
Another company had told them the work would take two months. We scoped the requirements properly, cut the guesswork, and ran the website and CRM builds in parallel — live in three weeks, with nothing skipped to get there.
Explaining a two-sided business clearly
Loop serves both venues and advertisers, and mixing the two messages gets confusing fast. We gave each audience a clear path from the homepage so venues and brands each land on content written for them.
Building a CRM they would actually use
Off-the-shelf CRMs are usually 90% features nobody touches. We built a custom PHP admin panel with a plain, fast interface holding only the fields Loop actually needs — venues, campaigns, enquiries — so the team can run the business from one screen.
Proving reach and credibility
The advertising pitch depends on scale. We put the headline numbers — 40+ venues, 300,000+ bottles — front and centre, with a confident, modern design that makes the platform feel established.
Driving two different enquiry types
Venues want supply; brands want campaigns. We built distinct calls-to-action for each, so the right enquiry reaches the right part of the business without friction.
Resources used to build this project.
A small, focused team — the right people, no bloat.
Core features.
For two-sided businesses, the fastest way to lose a visitor is to make them read content meant for someone else — clear audience paths keep both sides engaged.
Glimpse of the project
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