Founder Experience — Prior to Tenth Page
ABS Global
40+ Sites. One Codebase.
The entire global web estate for ABS Global — part of FTSE-listed Genus PLC — was rebuilt across 40+ regional WordPress sites, with a custom adaptive theme, WooCommerce e-commerce, and international SEO spanning 70+ countries.
Client
ABS Global (Genus PLC)
Sites Rebuilt
40+
Platform
WordPress + WooCommerce
Markets
70+ countries
The Challenge
ABS Global is the world's leading provider of bovine genetics, operating in more than 70 countries and serving over 40,000 customers globally. As part of FTSE-listed Genus PLC — a global leader in animal genetics — ABS needed a web presence worthy of its market position.
The problem was scale and fragmentation. With over 40 regional websites serving different markets across North America, Latin America, Europe, Asia, and India, the estate had grown without a central architecture. Sites varied in quality, branding, and capability. There was no e-commerce. International SEO was inconsistent. Managing updates across 40+ independent codebases was a significant operational burden.
The brief was comprehensive: consolidate the entire global web estate onto a single, professionally engineered WordPress platform that could serve every market, support multiple languages, enable e-commerce, and be maintained centrally.
Project Scope
- 40+ regional websites rebuilt from scratch
- Custom WordPress theme with full regional adaptability
- Multilingual & multi-currency support
- WooCommerce e-commerce across all sites
- International SEO — hreflang, structured data, local keywords
- FTSE-listed Genus PLC brand standards applied globally
The Approach
Auditing a fragmented global estate
ABS Global's regional web presence had grown organically over the years — each territory managing its own site, often built to different standards, with different plugins, inconsistent branding, and no central architecture. The first step was a thorough audit of the full estate across all 40+ sites to understand what existed, what could be salvaged, and what needed to be rebuilt from the ground up.
Engineering a single adaptive WordPress theme
The core of the project was designing and building one WordPress theme capable of serving every regional market — from North America to Latin America, Europe, Asia, and India. The theme needed to handle multiple languages, right-to-left scripts, regional product catalogues, local currency, and significant variations in content structure, all while maintaining a consistent, professional global brand identity.
Unlocking e-commerce with WooCommerce
A key business requirement was enabling online sales across all markets. WooCommerce was integrated into the theme architecture from the ground up — not bolted on afterwards. Each regional site could activate its own product catalogue, pricing, and payment configuration, allowing ABS Global to sell genetics products and services directly to customers in 70+ countries through a unified platform.
International SEO at scale
With 40+ sites each targeting different markets, languages, and search landscapes, international SEO was a project in its own right. Proper hreflang implementation, localised meta data, market-specific keyword targeting, structured data markup, and technical SEO best practices were applied consistently across every site — ensuring each regional property could compete in its local search market.
Outcomes
The result was a complete transformation of ABS Global's digital infrastructure — from a fragmented collection of independently managed sites to a unified, scalable global platform engineered for growth.
- 40+ regional websites rebuilt on a single unified WordPress codebase
- Custom theme engineered to adapt across languages, currencies, and regional markets
- WooCommerce e-commerce unlocked across all sites — enabling direct online sales for the first time
- International SEO implemented across all markets including hreflang, structured data, and localised content
- Consistent global brand identity with regional flexibility built in at the theme level
- Dramatically reduced maintenance overhead — one codebase to update across all 40+ properties
40+
websites rebuilt
70+
countries served
1
unified codebase
100%
WooCommerce enabled
What This Means for Your Business
If this level of WordPress engineering can be delivered for a FTSE-listed company spanning 40+ international markets, the same capability is available for your Lancashire or North West business.
The same technical rigour — clean code, performance optimisation, SEO built in from the start, e-commerce done properly — applies whether you need a single high-performing website or a more complex digital infrastructure. There's no project too large or too small.
Most local businesses are working with websites built on compromises. We build sites that are fast, findable, and built to convert — using the same standards we've applied to global brands.
* This work was completed prior to founding Tenth Page, while working at a specialist digital agency. It is shared as an example of the experience brought to every client project.
Need a Website That Actually Performs?
Get a free SEO audit and find out exactly where your current site is letting you down.