01
Overview.
BitcoinChaser is a Bitcoin casino review site that helps players compare crypto casinos and decide where to play. I’ve been its sole designer and developer for nine years, and in that time I turned an unorganised collection of posts into clear post types, including a dedicated review type.
The review post type is the single source of truth for the whole site. Custom Gutenberg blocks let writers and editors add key details, stats and affiliate links to a review without touching code, which keeps every review consistent.
02
Built with.
04
The results.
BitcoinChaser is now a structured library of Bitcoin casino reviews, each with the same layout, clear key details and a Trust Index, built and updated by writers and editors using custom fields and taxonomies.
Stake review on BitcoinChaser
Scores for the Trust Index on BitcoinChaser, displaying key information
A custom taxonomy archive page on BitcoinChaser, pulling in information from the reviews.
03
Challenges.
Challenge
Before
After
Mass migration
Hundreds of posts sat under old URLs with no clear structure.
Moved them to the new post type with planned redirects, and tracked rankings through the change.
Site speed
Long pages full of data and images put the user experience at risk.
WP Rocket with delayed JS loading and modern image formats helped keep Core Web Vitals in check.
Credibility
Reviews described a site but never said why someone should play there.
A built-in Trust Index shows licensing, ownership and responsible gambling features.
05
What I learned.
01
Structure content as data
Making the review post type the single source of truth meant one fix updates every page, and writers can’t break the layout.
02
Test and plan migrations before moving
Moving hundreds of posts to new URLs only worked because I planned it first and tracked rankings throughout.
03
Collaborate with your content team
Blocks that match how writers and editors work get used, and the ones I built in isolation didn’t.
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