The challenge
This site has two jobs. It sells a treatment product, and it publishes a large library of carpal tunnel articles.
Those two kinds of page need very different layouts. Both also have to look trustworthy, because people arrive worried about their health and want to know who is behind the advice.
The solution
I built a custom theme with 37 ACF blocks, split by the job they do. Sales pages use blocks like how it works, review stats, the medical team, order sections and a risk-free guarantee. Articles get their own set: header image, video testimonials, Wistia embeds, image carousels, numbers and teaser boxes. Writers can pull a testimonial into the middle of a post without asking me.
Structured data is part of the blocks. Turn it on for a block and it outputs the right schema for that section, whether that is a video, a how-to, an offer or a person, so the markup stays accurate when the content changes.
I keep a separate dev copy of the site, where theme changes and speed work get tested before they reach the live site.
Results
- 37 blocks that cover both the sales pages and the articles
- Writers build rich posts without touching code
- Schema stays in step with the content because it lives in the block
- Changes are tested on a dev copy before they go live
