Local Compliance, Global Consistency: Inside TFP Fertility’s Multi-Market CMS Setup

• Headquarters: Oxford, United Kingdom
• Technology Stack: Next.js, React, TypeScript, Vercel

Fertility is one of the most emotionally charged and medically complex areas of healthcare. It involves deeply personal timelines, evolving treatment options, and decisions that often come with pressure and uncertainty. Still, there’s a significant gap between the complexity of fertility care and the level of public understanding. Topics such as IVF and fertility preservation are often surrounded by misconceptions, while stigma and medical jargon continue to create barriers to informed decision-making.

TFP Fertility (opens in a new window), an international network of fertility clinics, has made it a priority for its digital presence to inform, educate, and empower — meeting people where they are in their journey and giving them the clarity they need to make confident, timely decisions about their reproductive health. 

To support this mission across three countries and eleven clinics, TFP Fertility relies on a content management system that handles complexity without creating chaos. Storyblok has become a key asset in their digital operations, helping them navigate the complex digital demands of the fertility industry with structure, flexibility, and peace of mind.

Not Your Average Brochure Site

At first glance, TFP Fertility’s website might seem like a straightforward platform — a place to learn about fertility journeys, explore treatment options, and book appointments. But what looks like a simple informational site on the surface is, in reality, a highly complex digital infrastructure that’s far more challenging to manage and scale. 

TFP Fertility operates eleven clinics across the UK, the Netherlands, and Poland — three countries with different languages, regulations, and healthcare systems. That complexity translates directly into how the website is structured and maintained. 

Behind the scenes, the TFP Fertility team is juggling a set of challenges that go far beyond what most marketing websites are built to handle:

• Multilingual content: English content for the UK; Dutch and English content for the Netherlands; Polish, English, and German content for the Polish clinics to support patients from across borders, including German speakers navigating strict local restrictions
• Multiple clinics per country: each clinic has its own service offering and local considerations that must be reflected on the website
• Hundreds of SEO-optimized pages: to rank for local search terms, the team creates separate landing pages for each clinic and treatment in each language, resulting in a high volume of similar-yet-unique pages
• Constant regulatory change: fertility laws and funding models differ by country and shift often, demanding fast, accurate content updates to stay compliant

Taming complexity: How TFP Fertility uses Storyblok to stay in control

With so many markets, languages, and clinic-level differences to manage, TFP Fertility needed a CMS that could bring structure to the chaos without locking teams into rigid workflows or creating unnecessary bottlenecks. Storyblok gives them that balance: a system flexible enough to support local needs yet consistent enough to scale. Here’s how they’re making it work:

Multi-language and multi-country content

One key reason TFP Fertility chose Storyblok was its ability to support multi-language and multi-country content within a single system. Instead of using separate platforms or custom builds for each market, they can have everything in one place while giving each country team access to manage their own section of the website.

Websites within a website

Each clinic has its own structure, navigation, and content priorities. What a patient sees on the Leiderdorp clinic page looks completely different from what’s shown on the Oxford clinic page, and that’s intentional. Storyblok’s component-based approach makes it easy to build these “mini-sites” within the broader platform, giving each clinic its own identity without compromising brand consistency or technical stability.

Reusable blocks for faster workflows

Storyblok’s reusable content blocks allow the team to efficiently apply proven components across pages, cutting down on manual work and reducing the risk of inconsistencies. A block can be tested in a staging environment, adjusted as needed, and then deployed wherever it’s required. This modular approach gives the team speed, control, and fewer headaches when rolling out updates across dozens (or hundreds) of pages.

Smarter content management through tags and filters

With so many frequently updated pages, especially things like pricing, the team relies heavily on Storyblok’s structured content and tagging system. Editors can search, filter, and update content blocks without digging through pages manually. It’s a simple but powerful shift that saves hours of work and ensures nothing slips through the cracks.

The make-or-break redesign 

When it came time to modernize their website, TFP Fertility faced a choice that most digital teams dread: make massive changes within the current setup or scrap everything and start from scratch. 

In many cases, a full redesign means precisely that: a completely new site, new structure, new stack. Cleaner and shinier, sure, but with one major tradeoff. For a brand like TFP Fertility, where SEO performance is mission-critical, tearing it all down and rebuilding could have been a death sentence. Years of page authority, internal links, and local ranking signals? Gone. But they didn’t have to make that trade.

Thanks to Storyblok’s component-based architecture (opens in a new window), the team was able to implement major changes incrementally without breaking the live site or impacting SEO performance. Old code and new code could safely co-exist on the same page, thanks to the isolation of logic within individual blocks. 

At one point, some pages were running legacy components built years ago right alongside newly optimized layouts. Storyblok handled that with no fuss, allowing the team to move forward without pausing or rebuilding everything in one go. 

Once the new design system was in place, the content team began the heavy lifting of updating hundreds of pages. Typically, that would mean endless manual tracking and a long list of “where is this block used?” questions. However, Storyblok’s platform made it easy to identify where components were used, which pages referenced outdated elements, and what needed to be updated or redirected before anything went live. Even small things like a CTA or changing a URL were automatically flagged by the system. Instead of chasing broken links or guessing what had changed, the team was guided through a structured, transparent process. Everything stayed connected. Nothing broke.

Oh, and about that speed? It’s a game-changer. 

Why so fast? Once the groundwork template exists, duplicating a page is a breeze: clone the layout, update the SEO elements, swap in content and images, and hit publish. 

Future-proof from day one

TFP Fertility’s story isn’t just about handling complexity, it’s about preparing for growth. By investing early in a scalable, flexible, and structured content system, they avoided the last-minute fire drills that slow down so many digital teams. When it came time to redesign their website, expand into new markets, or publish dozens of new pages, they didn’t scramble — they executed.

With Storyblok as their CMS, TFP Fertility has built more than just a website. They’ve built a digital foundation ready for whatever comes next, whether that’s new regulations, new services, or new clinics. Because when your website is future-ready, you don’t have to play catch-up. You just move forward confidently and at speed.