A Multilingual WordPress Site Its Owners Run with an AI Agent
Impact Negotiation Group trains commercial teams across Europe to negotiate, and runs its site in four languages. The site was rebuilt with Fabrement on its existing design, with one goal: a structure clear enough that the owners can run it themselves through an AI agent, without calling a developer for every change.
At a glance
| Site | impactnegotiationgroup.com |
|---|---|
| Run by | The owners, through an AI agent connected over MCP |
| Structure | Pages, cases, insights, partners and trainings, each its own content type: fixed templates for cases, insights and partners, structured dates and locations for trainings |
| Built with | Custom native Gutenberg blocks on one design system, no page builder |
| Languages | English, Dutch, German and French, with WPML |
| Speed (mobile) | Performance 93, Accessibility 97, Best Practices 100, SEO 100 in Google PageSpeed Insights (28 September 2026) |
The brief
Keep the design the client already had and liked, and rebuild the site underneath it so the team can keep it up to date themselves. The site had to be faster too, but the real goal was a site its owners can run.
Why the structure matters for an AI agent
An AI agent is only as good as the site it works on. On a page-builder site, every page is its own one-off layout, so an agent has to guess where things go and how they should look, and every guess is a chance to break something. On a site with a clear structure, every kind of content has one place and the same fields. A request like “add next month’s training” then has exactly one right answer.
So the work started with the architecture, not the pages.
The architecture
- Content types for the real structure of the business: cases, insights, partners and trainings, each its own content type. Cases, insights and partner profiles have a fixed template around their text. Trainings carry structured start and end dates and a location, which sort the schedule, while their pages are built freely from the site’s blocks.
- Custom Gutenberg blocks for every section: the hero, the stats bar, partners, testimonials, upcoming events and insights, the newsletter sign-up and the contact form. Each one has real fields in the editor, so a content change never touches the design.
- One design system behind all of them: the site’s colours, type and buttons. Anything new, whoever or whatever adds it, looks like the same site.
- Four languages with WPML: pages, menus, slugs and SEO fields in English, Dutch, German and French, linked as translations of each other rather than four separate sites.
How the owners run it now
The team is comfortable with technology, so they connected an AI agent to the site over MCP. They now update SEO titles and descriptions and translate text by asking the agent in plain language, instead of working through the admin screens of each plugin. Because the structure is clear, the agent changes content in the right place and leaves the design alone. What that connection can do is on Build and manage WordPress with MCP.
More than skipping wp-admin
Not opening the admin area is the smallest part of it. The real gain is that one agent sees the whole picture in one conversation: the pages and their SEO, the content you plan, the marketing around it and, with the right connections, the ad campaigns that send people there. So you can ask it for a judgment, not just a change: which page to improve first, what a campaign should promise, what a search query is still missing.
That is the multiplication effect. One person with a good general understanding of the business can work like a small team of specialists. It is also how we run fabrement.com.
And it is fast
Speed came with the architecture rather than as a separate project. Measured with Google PageSpeed Insights on mobile on 28 September 2026:
- 93 Performance, 97 Accessibility, 100 Best Practices, 100 SEO.
- No layout shift (CLS 0) and no blocking time (0 ms): the page stays still while it loads.
- Each page loads only the CSS and JavaScript of the blocks it uses, which is where most of the speed comes from.
Build a site like this
The same approach, custom blocks and content types on one design system with the agent doing the building, is described on how Fabrement builds a WordPress site. Going multilingual yourself? See how to build and manage a multilingual WordPress site with AI. Rebuilding an old site? See how to modernize an old WordPress site overnight. Starting from a design file? See Figma to WordPress.
Built by the 7Fridays team with Fabrement. Shown with the permission of Impact Negotiation Group.