Anticimex

The Challenge

As Europe’s largest pest control company and a rising player in North America, Anticimex acquires and operates dozens of regional brands—each with its own website, content strategy, and technical setup. This led to:

• A patchwork of disparate CMS platforms and vendors
• Inefficient content management workflows
• Brand inconsistency across digital touchpoints
• Difficulty scaling without duplicating development effort

They needed a unified system that would maintain central governance while giving each brand room to thrive.

The Approach

Strategic Planning

Scandia worked with Anticimex’s North American digital leads to define the desired balance between standardization and brand autonomy. We mapped current sites, consolidated goals, and built a content model flexible enough to support local variation.

Platform Architecture

We designed a multi-tenant Umbraco CMS where each brand site could live within the same system. Shared modules, navigation, and styles ensured brand cohesion, while brand-specific overrides allowed customization when needed.

Enterprise-Grade Implementation

• The system supports:
• Centralized hosting with role-based permissions
• Global modules (e.g. scheduling, service overviews) and local content zones
• Streamlined onboarding of new brands via CMS replication workflows
• Accessibility, SEO, and performance tuning at scale

The Solution

The Anticimex CMS platform now supports dozens of brand sites, each tailored to its market while leveraging shared infrastructure. This hybrid model allows:

• Rapid rollout of new acquisitions or campaigns
• Streamlined management of content, analytics, and upgrades
• Consistent user experience across all regions and services

One of the most impactful features Scandia implemented was a local SEO automation framework within Umbraco. This allowed Anticimex to:

• Automatically generate geo-targeted landing pages for each service area
• Populate those pages with templated yet customizable content blocks
• Dynamically insert location-based keywords, contact info, and service offerings
• Scale up SEO-rich content without duplicating editorial effort

This helped reduce the content creation process from what would have taken over a year per brand, to a couple of months of development and content creation. Because we were able to go to market so quickly with this automation, the Organic SEO performance skyrocketed. 

Each location’s site now benefits from a search-optimized page structure, improving organic visibility in regional search results and giving local branches a powerful digital footprint—without requiring technical involvement or additional staffing.

Key Features Include:

• Global-to-local content control
• Multisite navigation system
• Automated landing page generator for local SEO
• Editor permission layers and preview tools
• ADA-compliant, mobile-first design system

What's Next

The successful launch of SMP’s new corporate and brand sites was just the beginning. With a modern, modular CMS infrastructure now in place, Scandia and SMP are entering a new phase focused on expansion, optimization, and ongoing innovation.

Expansion of the Brand Ecosystem

With over 15 brand properties in the SMP portfolio, the new CMS architecture serves as the blueprint for future rollouts. Scandia is working alongside SMP to launch additional brand sites using the shared component and design system, dramatically reducing time-to-market and maintaining consistency across the digital ecosystem.

Continued Optimization and Support

Post-launch, our team is engaged through a monthly maintenance retainer that includes proactive monitoring, ADA and SEO audits, and implementation of new functionality. We’re supporting SMP’s marketing and IT teams by refining editor tools, optimizing performance, and analyzing usage data to improve the user journey across all properties.

New Features and Personalization

Looking forward, we’re exploring advanced personalization strategies to serve both B2B and B2C users more effectively. This includes contextual content recommendations, enhanced product discovery experiences, and improved integration with SMP’s internal tools and data platforms.

A Strategic Digital Partnership

Scandia’s role has evolved from implementer to strategic partner—one that SMP can rely on to support digital growth, maintain compliance, and continuously push the envelope on what’s possible within their web ecosystem.