Focus Genetics Website proudly crafted by NZ Digital
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Focus Genetics, raising the bar
for on-farm productivity.

Focus Genetics are committed to partnering with leading New Zealand farmers, helping to unlock the
potential for more profitable lamb, beef and venison production, now and in the future.

Focus Genetics


Website Design
Content Strategy

Leading genetic gain

From the moment our pastoral pioneers landed in New Zealand, clearing bush, ploughing tussock country and draining wetlands to sow pasture, they began cross-breeding stock to better suit local environments.

Now, some 170 years later, Focus Genetics is proud to be continuing that journey for Kiwi farmers. Backed by the considerable resources, knowledge and capability of Landcorp New Zealand, we use groundbreaking genetic research and technologies.

Focus Genetics

Challenges & Objectives

Focus Genetics

Communicate Focus
Genetics Brand Story

Highlight Focus Genetics declaration
and promise of being in the driving seat
for red meat genetics and breeding
in New Zealand.

Focus Genetics

Reaching the Right

Reaching three distinct audiences had
proven to be a challenge for Focus Genetics.
With a distinct product offerings it needed
to be clear what the proposition was.

Focus Genetics

The Focus Genetics

We also wanted to highlight Focus Genetics
commitment to providing the best genetic
farming solutions to improve product
production now and into the future.

Putting it all together

Working with Focus Genetics, Rob Achten and Lucy Dobbs, NZ Digital developed a new digital platform that communicated Focus Genetic’s unique brand story, highlighting their declaration of “your partner in genetic gain” and the promise to drive farm profitability through genetic breeding.

The new website accomplishes this through multiple product landing pages, content, case studies and product offerings. Simply by navigating through the site, the customer can obtain an understanding of what makes Focus Genetics unique, but one area that principally highlights this important brand story is the “proof” page.

This is an area where the brand can really emphasise to the customer why and how they are different. They reiterate their promise, to work with New Zealand farmers, helping to unlock the potential for more profitable lamb, beef and venison production, now and in the future.

This messaging is clear throughout the website.

Focus Genetics

What the client says

“We required a completely new website as part of a full rebranding initiative the business was undertaking. As such the website needed to go live at a somewhat inflexible date in order to align with other elements of the rebranding exercise. NZ Digital worked tirelessly, patiently and without complaint to meet that date, with a brief that grew and changed as the project evolved. The result is a website that reflects our business and brand culture now whilst also allowing us to grow and build on it as the business grows and evolves in the future. Thanks to Adam, Steph and the NZ Digital team for their patience, expertise and insight.”

Hine Grant, Focus Genetics

The Results

The result is a cohesive digital platform that unifies the unique product offering of Focus Genetics under a clear brand strategy. The overall structure encourages the user to browse within product landing pages with clear messaging and guidance which increases time spent and pages visited. The responsive design and repetition of simple and clear CTAs also boost’s the user experience while driving engagement.


Increase in Time on Site


Increase in Pages Per Session


Reduction in Bounce Rate

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