In the heart of Cartagena during the uncertainty of 2020, Jairo Iriarte Valencia founded Iriartec with a clear purpose: to empower small and medium businesses in Latin America through smart, scalable digital solutions.
What began as a web development initiative has since evolved into a full-service digital innovation agency committed to solving real business problems with technology. In this interview with
Website Planet, Jairo shares how Iriartec blends creativity with technical precision, builds customized tools to automate operations, and delivers client-focused service that goes beyond industry norms.
His passion for impact-driven design and long-term partnerships continues to shape Iriartec’s mission today.
What inspired you to start Iriartec in Cartagena in 2020, and how has your mission evolved since then?
I founded Iriartec in mid-2020, during a period of global uncertainty. As an engineer with over 20 years of experience in technology and process optimization, I saw a clear opportunity to help businesses transition to the digital world—not just with websites, but with scalable, tailored solutions.
The idea wasn’t just to “build sites,” but to empower small and medium businesses in Latin America with tools to grow online. Our mission has evolved into a deeper commitment: every project is now an opportunity to innovate, build long-term relationships, and deliver solutions that actually solve problems and drive results.
How do you balance creativity and technical rigor when designing “stunning websites” that also drive sales?
For us, creativity and technical excellence are not opposites—they go hand in hand. While our design approach aims for visual impact and user engagement, we never lose sight of structure, loading speed, responsiveness, and conversion paths.
We use proven frameworks and data-backed UX principles to ensure that every element—colors, typography, CTAs—is aligned with our client’s goals. A beautiful site is great, but a beautiful site that sells is better.
In what ways does your team customize web applications to automate processes and optimize business operations?
We specialize in
custom web applications that simplify internal processes for our clients. This could include automating order flows, integrating inventory systems, generating dynamic reports, or even creating tools for client segmentation and follow-up.
Our goal is always the same: reduce manual work, minimize errors, and help our clients scale efficiently. Every application starts with an in-depth conversation, so we can fully understand their workflows and propose solutions with clear ROI.
Can you share an example of how Iriartec helped a client improve decision-making with real-time reporting?
Absolutely. One of our most impactful projects was with a transportation company that provides personnel transport services for industrial-sector businesses. Before working with us, their entire operation was managed using Excel spreadsheets. This made auditing, resource allocation, and data analysis extremely challenging and error-prone.
We developed a custom web application called
enRuta—a centralized portal that allows them to manage their clients, partners, vehicles, drivers, and staff in one place. Now, they can schedule transport services, track vehicle assignments, and access
real-time operational reports.
The platform provides clear visibility into resource usage, operational costs, revenue, and driver performance. Thanks to enRuta, the company now makes better, faster, and data-driven decisions—and has significantly improved the control and scalability of its operations.
How do your services—like e‑commerce, landing pages, and conversion optimization—differ from other agencies?
We don’t just deliver visually appealing websites—we craft strategic digital tools designed to meet specific business objectives. Our e-commerce solutions are fully tailored, with performance-focused designs that are easy to manage and optimized to increase sales. For landing pages, we focus on user experience and conversion psychology to ensure that every visitor is guided toward action. And when it comes to optimization, we continuously monitor and tweak performance to achieve measurable results.
What truly sets us apart, however, is our approach to customer service. We don’t create barriers—clients can reach out with questions or concerns and get prompt, thoughtful responses. Our communication is warm and personal, helping clients feel supported and confident throughout the project. We’re available at times when most agencies are not, including weekends and evenings. And perhaps most importantly, we’re focused on providing real solutions, even if that solution doesn’t involve us directly. For us, the goal is to help the client succeed—always.
How do you maintain site security and performance, especially for WordPress and WooCommerce clients?
Security and performance are a top priority for us. For every WordPress or WooCommerce project, we implement:
- A hardened hosting environment with real-time monitoring and automatic backups
- SSL certificates and WAF configurations
- Security plugins and brute-force protection
- Regular updates to core, theme, and plugins
- Speed optimization through caching, image compression, and CDN integration
We also offer
ongoing maintenance plans to keep everything running smoothly, prevent vulnerabilities, and ensure business continuity.
Find out more at:
www.iriartec.com
