How To Transform a Modest Website into an Engagement Hub that Listens to Its Customers
- Sarp Oktay
- Aug 4
- 4 min read
A real-world example of a smart digital system that unlocked serious capabilities in website conversions and customer management.
Listening to your customer matters. Most know about this, but few can act upon it effectively. Most B2C websites are underperforming - not because they lack traffic, but because they lack strategy and the right digital infrastructure to support it. Without a system to capture, engage, and route visitors effectively, even the best product or service pages turn into dead ends.
One of our recent clients, Yatplus - a yacht rental platform where yacht owners and customers meet, had this exact issue. Despite a great website to display and lease their selection of luxury yachts, they needed to develop and build a digital infrastructure to convert visitor interest into actionable leads. The Yatplus team desired to build all the customer engagement and relationship management infrastructure from the ground up, from website visitor engagement to CRM.
Our client was just getting started with a team of only two ambitious co-founders, which is currently growing with new recruits who leverage the digital infrastructure. This meant the team needed a simple-to-use and scalable integrated system which communicates data across platforms and automatically creates customer and pipeline records was the best way to go.
We put together a strategy and system to respond to their call, a lean but powerful combination: Zoho SalesIQ for real-time engagement and Bigin for lightweight customer management. No bloated software, no six-month onboarding cycles—just immediate, measurable impact.
The Problem: High Traffic, Many Moving Parts and No Strategy or System to Convert
The client came to us with:
A fresh business starting from scratch
A visually solid website with a consistent flow of organic traffic
But no strategy to engage, convert and manage customer relationships with the visitors
Launching Yatplus—a service-driven platform—meant navigating the complex demands of both client and yacht owner relationships. Without a structured system, the team risked delayed responses, scheduling conflicts, missed customer details, and an overall lack of visibility across interactions. This threatened both operational efficiency and the ability to deliver a personalised, high-touch experience.
What they needed was an automated conversion-first strategy backed by tools that work together, not in silos.
We implemented a conversion and engagement architecture centred around two Zoho tools:
1. Zoho SalesIQ: Real-Time Visitor Engagement
SalesIQ allowed our client to:
Enable sales staff to chat with visitors live or respond via chatbot after hours
Automatically create customer and pipeline records in the CRM without clicking out of SalesIQ
Qualify leads automatically using custom rules
Track and segment visitors based on behaviour
Trigger smart messages (e.g., “Interested in a particular yacht? Click here to chat with your yacht rep now!”) based on scroll depth, time on site, or pageviews
This moved the website from passive to proactive: Visitors were no longer anonymous fly-bys but known, segmented contacts.
2. Bigin: Streamlined Customer Management
Every lead captured by SalesIQ was instantly routed into Bigin by Zoho - a CRM designed for small but fast-moving sales teams. We set up:
Custom workflows and automations for each business function: From customer requests and complaints to yacht owner relationship management and to cash flow management and invoicing.
Task automation for follow-ups with customers and yacht owners
Sales activity dashboards for lead tracking and reporting
Bigin’s simplicity meant the client’s team could use it immediately without extensive training, and without interrupting their workflow. All their workflows were orchestrated by a user-friendly & integrated system.
The Outcome: A Scalable Digital Infrastructure from Day One
Partnering with Sarem Consulting allowed Yatplus to launch with confidence, backed by a streamlined system built for service excellence and growth.
With Zoho Bigin, Yatplus gained a structured way to manage customer and yacht owner interactions—bringing order to operations and clarity to communications. Real-time engagement via SalesIQ ensured no inquiry went unanswered, enhancing responsiveness and setting the tone for premium service from the start.
Even better, the sales team reported a clearer understanding of visitor intent, since SalesIQ data showed which pages each contact had engaged with. That meant more relevant conversations, faster yacht booking cycles, and less time wasted chasing visitor segments who are less likely to convert.
By centralising communication and aligning teams around a single source of truth, Yatplus was able to eliminate operational silos and deliver a more cohesive customer experience. Just as important, the integrated setup laid the groundwork for scale, enabling the business to grow without breaking the process.
The Takeaway: The Right Strategy & Digital Infrastructure Deliver More Than Just Software - They Build Sales Systems
Too many businesses see their website as a static marketing asset. With Zoho SalesIQ and Bigin working in sync, your site becomes a real-time sales tool - one that captures, qualifies, and routes leads instantly.
The best part? You don’t need a massive IT budget or a large sales team. You just need the right tools and a strategic partner who knows how to wire them together.
Looking to transform your website into a customer-centric engagement hub that helps you better understand your visitors and convert interest into action?
Listening to your visitors & customers and understanding their needs better than your competitors is the differentiator in today’s business world.
We help B2C and B2B companies listen better to their customers and automate customer management, engage smarter with web visitors, and close faster using scalable solutions.
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