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Case Study

Tomorrow’s Guides – Multisite Build

Tomorrow’s Guides stand as a prominent publishing powerhouse in the UK, boasting three SEO-led directory websites: carehome.co.uk, homecare.co.uk and daynurseries.co.uk.

 

Navigating a dual audience, Tomorrow’s Guides cater to both care providers seeking listings and promotional insights and compassionate care seekers meticulously browsing through their directories to fulfil their specific needs. These individual brands are characterised by a universal style with a colour-coded system, but each caters to a segment of their audience.

WordPress Decoupled Architecture Multisite Healthcare
A caregiver assists an elderly woman with her clothing in a cozy bedroom setting, highlighting compassion and support in daily life.

Introduction

WordPress Content Management Transformation with Decoupled Technology

Tomorrow’s Guides needed to empower their content and marketing teams to elevate their content quality and embrace inbound marketing, without leaning on their in-house development team for every tweak.

 

To achieve that, Filter implemented a decoupled architecture featuring a secondary CMS using WordPress, paired with a reverse-proxy configuration. This setup liberated the content team, granting them full creative control and agility, while preserving a seamless user experience across all three beloved brands

Relationship Length

Project delivered in 2023

Focus

Optimising content management and user experience through decoupled tech and WordPress Multisite

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Problem Problem

  • Content updates required internal development resources
  • The integrated platform hindered the content team’s agility and creativity
  • Inefficient management across three separate branded websites

Solution Solution

  • Implemented decoupled technology with secondary CMS for content
  • Used WordPress Multisite to manage all three brands from single installation
  • Introduced reverse proxy configuration for seamless user experience

Result Result

  • Content team gained creative freedom without development constraints
  • Seamless user experience maintained with no traffic loss
  • Reduced operational costs through streamlined support and maintenance

A laptop displays a webpage focused on care homes and nursing home advice, featuring articles about costs and financial guidance, alongside images of coins and hands.

The Challenge

The integrated nature of their existing platform proved to be a double-edged sword. While it provided consistency and a unified interface, it also meant that any content-related enhancements or optimisations needed involvement from the in-house development team, causing delays and hindering the content team’s agility.

The marketing team at Tomorrow’s Guides wanted to create dedicated WordPress sections for advice, marketing, and sales content initiatives.

They approached Filter with the challenge of ensuring these new sections integrated seamlessly into their main website, spanning three separate sites, while maintaining a consistent and user-friendly experience.

Our Approach

After reviewing the options, we chose a decoupled setup with a secondary CMS to manage care advice content for each brand.

This approach, using WordPress and a reverse proxy domain configuration, gave the content team full publishing control without affecting the core platform.

We implemented this solution across all three brands using WordPress Multisite, ensuring site stability, ease of management and long-term cost savings.

A laptop displays a webpage offering guidance on care home costs and payment methods. Icons highlight features like UX/UI design, continuous improvements, SEO-led strategies, and WordPress multisite functionality.
A laptop and smartphone display a website offering information and advice on care homes and nursing home costs, featuring articles about finances and additional fees.

Results

The Filter team were able to liberate the content team at Tomorrow’s Guides, providing a significant boost in productivity and creative freedom. This allows the team to publish engaging content more effectively, without relying on their development team for each individual update.

The reverse proxy domain configuration provides a seamless user experience, with users browsing the care advice section remaining unaware that it operates on a different CMS.

Centralising management of the three brands with WordPress Multisite improved efficiency of ongoing support and future updates, resulting in reduced operational costs and enhanced scalability.

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Why This Story Matters

This work demonstrates how the right technical architecture can unlock team potential and operational efficiency.

For Tomorrow’s Guides, that meant a decoupled solution that empowers their content team while maintaining user experience across multiple brands.

If your content team feels constrained by technical limitations or you’re managing multiple brands inefficiently, we can help build something that provides the freedom and scalability you need.

A showcase of three mobile screens displaying information about care homes and nursing services, featuring content written by Sue Learner, includes articles and resources designed to guide users in making informed decisions.

Truly a great experience working with Filter. Every team member had exceptional knowledge in their field. We felt that they understood what we were trying to achieve from the start of the project and further demonstrated this through requirements gathering and delivery. They delivered quality throughout and we are very pleased with our new content pages.

A black and white portrait of a smiling person with short hair, wearing a dark shirt. The background is blurred, suggesting an outdoor setting. The overall tone is warm and inviting.
Daniel Coleman, Product Manager Tomorrow’s Guides

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