Everything as a page does not scale
Fifteen service pages built individually in a page editor will drift apart within a year. Different layouts, different information, different quality.
As post types with defined fields, they stay consistent, and adding the sixteenth takes ten minutes rather than an afternoon.
What deserves its own post type
- Services or products
- Case studies and projects
- Team members
- Locations or branches
- Testimonials
- Events, courses or job vacancies
The test is whether you have several of them with the same shape. Two is a page; ten is a post type.
Fields, not free text
A case study has a client, a sector, a problem, an approach and a result. Those should be fields, filled in a form, not a blank editor where each one is written differently.
That is what makes them listable, filterable and reusable across the site.
What structure enables
- Listings that build themselves — services by category, case studies by sector
- Related content that is genuinely related
- Consistent structured data for search engines
- Content reused in several places without duplication
- Editing that a non-technical person can do confidently
Get it right at the start
Restructuring content later means migrating it, which is real work. Deciding the shapes before building is nearly free.
Spend an hour listing what kinds of content you have and how many of each. That conversation determines much of the build.