Chandler Conway: Case Results Page Project

Project Overview

Client Request: Add a "Case Results" / "Our Results" page to showcase successful personal injury cases.

Source: Email thread from Eric Chandler (Dec 14-24, 2025) Meeting Scheduled: January 7, 2026 @ 1pm CST

Client Requirements

Navigation Placement

• Add link to Personal Injury dropdown menu in header
• Add link to footer under Personal Injury section
• Possibly add CTA block below "Explore Personal Injury" saying "See Our Results"

Content Scale

• Starting with 5-6 cases initially
• Expected to grow to ~15 cases over a couple years
• Cases will include detailed case studies

Two Options Proposed

Option 1: Blog Category (Simplest)

Create a new blog category called "Our Case Results" - Header nav and footer link to blog listing filtered by category - Singles use existing blog single template - Minimal development hours

Option 2: Custom Post Type (Recommended)

Create a dedicated Case Results post type - Custom archive page with card layout - Custom single template designed for conversion - ACF fields for case-specific data (outcome amounts, case type, summary) - More unique presentation, better suited for marketing

SEO & Growth Analysis

Arguments FOR Separate CPT (Option 2)

SEO Benefits

• Dedicated URL structure (/case-results/car-accident-settlement/) signals content type to search engines with clearer topical relevance
• Schema markup opportunities - can add structured data specific to legal case results (outcome amounts, case types) that wouldn't make sense on blog posts
• Internal linking architecture - case results can link TO blog posts for deeper reading, creating a content hierarchy
• Keyword targeting - archive page targets "personal injury case results omaha" while blog targets informational queries

Marketing/Conversion Benefits

• Social proof isolation - case results are conversion content; blog is awareness content. Separating lets you design singles optimized for trust-building
• Retargeting segments - can build audiences of "case result viewers" separately from "blog readers" for different ad messaging
• Email campaigns - easier to pull case results into newsletters as distinct content type
• Google Ads landing pages - case result singles can be designed as better landing pages for paid campaigns

Content Strategy Benefits

• Blog posts: longer, educational, SEO-focused
• Case results: concise, outcome-focused, conversion-optimized
• Different editorial workflows (lawyers approve case results, marketing writes blog)

Arguments FOR Blog Category (Option 1)

SEO Benefits

• Domain authority consolidation - all content under /blog/ concentrates link equity
• Existing blog authority - new case content inherits existing rankings
• Simpler sitemap - one content type for Google to crawl

Practical Benefits

• Lower maintenance - one content type to manage
• Faster to launch - minimal dev work
• Client familiarity - they already know how to post to blog

Recommendation

Option 2 (Custom Post Type) is recommended for a law firm focused on growth because:

1. Case results are fundamentally different content - they're proof, not education
2. Singles should look different - prominent settlement amounts, before/after narrative, clear "Contact Us" CTA vs. blog singles optimized for reading time
3. Future flexibility - can add filtering by case type, settlement range, practice area
4. Local SEO - case result pages with location mentions can rank for "[practice area] lawyer [city]" queries

The extra dev hours pay off in conversion optimization and cleaner content architecture.

Execution Plan

If Option 1 (Blog Category)

1. Create "Our Case Results" category in WordPress
2. Update header.php - add link to Personal Injury dropdown
3. Update footer.php - add link under Personal Injury list
4. Optional: Add CTA button/block to Personal Injury mega menu

If Option 2 (Custom Post Type)

1. Register CPT in functions.php (case_results)
2. Create ACF fields for case results (outcome amount, case type, summary, etc.)
3. Build archive template (archive-case_results.php) with card layout
4. Build single template (single-case_results.php) with custom design
5. Update navigation - header dropdown + footer links
6. Add to ACF JSON for version control

Notes

• Client is flexible on timing (January/February)
• Content will be developed over time, not all at once
• Consider designing archive to handle growth (pagination, filtering)

TLDR: Blog Category vs. Custom Post Type

Bottom line: Blog category is faster and cheaper. Custom post type is better for growth, conversions, and long-term marketing flexibility. For a law firm where case results are proof (not education), separating them from the blog lets you design for trust and action rather than just reading.