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If they are opening 3-10 physical locations then it is probably worth the extra funds to have a developer build an architecure to suit the site requirements rather than wordpress. It would be simple then to use 'state' from the landing page to scupltue the information presented on deeper pages to reflect the local version. So, if a user follow through to services page from the landing page they will see content from the main services page along with any local content required. It is also important to look at pagespeed in generic molded designs to ensure it can meet the content delivery demands across a country as the site's traffic increase as new branches open.