How to Create a Reusable Block in WordPress 

If you run a WordPress agency or manage multiple sites, chances are you’re constantly adding the same design sections—think CTAs, contact forms, pricing grids, or even author bios—to different pages. Doing this manually is not only inefficient but also introduces inconsistencies across your site. That’s where reusable blocks in WordPress come in.

Formerly known as “Reusable Blocks,” these content elements have evolved into what we now call Patterns within the Gutenberg block editor. Understanding how to create reusable blocks in WordPress is a foundational skill for agencies aiming to scale faster, standardize designs, and reduce repetitive work, especially when managing dozens of client websites.

Let’s unpack what reusable blocks are, how they differ from regular blocks or templates, and why they’re indispensable for modern WordPress workflows.

What Is a Reusable Block in WordPress?

A reusable block in WordPress is a block (or group of blocks) that you can save once and reuse across multiple posts, pages, or even different websites. Unlike a typical block that exists only within the content you create it in, a reusable block is stored in the WordPress database and accessible from anywhere in the editor.

Here’s how it works in practice:

• You create a styled CTA at the end of a blog post
  
• Save it as a reusable block (pattern)
  
• Then insert the same block into dozens of other posts with just a few clicks
  
• When you update the block in one place, it updates everywhere it’s used (unless detached)
  

This helps ensure visual consistency, prevents errors, and drastically cuts down content creation time.

Reusable Blocks vs Regular Blocks vs Templates

If you’re wondering how reusable blocks differ from regular blocks or even full-page templates, here’s a quick breakdown:

While templates (used mostly in Full Site Editing) focus on layout-wide elements, reusable blocks are ideal for modular design elements you want to repeat frequently but not site-wide.

Where to Find Reusable Blocks in WordPress

With the Gutenberg update, WordPress has renamed “Reusable Blocks” to Patterns. You can find them by:

1. Clicking the ‘+’ icon to add a new block
   
2. Switching to the ‘Patterns’ tab

3. Navigating through saved categories to locate your custom block
   

If you’re using a WordPress block theme, head to Appearance → Editor → Patterns to manage and insert them. Classic themes use Appearance → Patterns directly.

Pro Tip: Use intuitive naming conventions and categorize your patterns (e.g., “Footers,” “Product CTAs,” “Testimonial Rows”) to make them easily searchable and reusable for all team members.

Best Use Cases for Reusable Blocks 

Reusable blocks shine in agency workflows where content and design elements are often repeated across clients or sections of a website. Below are the most impactful use cases:

1. Call-to-Action (CTA) Sections

Nearly every landing page or blog post ends with a CTA. Whether it’s “Sign up for our newsletter” or “Book a free demo,” repeating this CTA manually leads to design inconsistencies and wasted time.

With reusable block WordPress functionality, you can create a perfectly styled CTA once and inject it into dozens of posts instantly.

2. Pricing Tables

Agencies managing pricing pages across service verticals (e.g., design, SEO, development) benefit greatly from reusable pricing tables. You only need to style it once.

Later, if you change a feature or price in the master block, it reflects everywhere.

3. Newsletter Signup Forms

Embedding newsletter forms across your site? Don’t manually copy embed codes. Save your form block layout as a reusable block and drop it into posts, sidebars, or custom post types with ease.

Pair this with a plugin like WPForms, and you’ve got a lead-gen machine.

4. Testimonials and Client Reviews

Most agency sites showcase testimonials across different service pages or case studies. With Gutenberg’s reusable block functionality, you can centralize and update all testimonials from one place, perfect for long-term brand trust.

5. Author Bios

For agency blogs, reusable blocks are a great way to add standardized author bios with links to personal Twitter, GitHub, or portfolio pages, without rewriting or reformatting for each post.

6. Legal Disclaimers & GDPR Notices

Whether you’re embedding cookie notices, GDPR compliance text, or affiliate disclaimers, using reusable blocks means fewer compliance mistakes and better audit trails.

7. Custom Layout Snippets for Clients

Agencies often build starter templates. You can use reusable patterns to save:

• “About Us” intro sections
  
• Service card layouts
  
• Portfolio grids
  
• Multi-column feature sections
  

This not only saves time but also makes onboarding new clients a breeze.

Developer Tip: Save Reusable Blocks as a Snapshot in InstaWP

When working on client sites or building templates for your agency, it’s crucial to test reusable blocks in isolation before pushing live. Here’s where InstaWP becomes an invaluable part of your workflow:

With InstaWP, you can spin up a WordPress sandbox in seconds, design reusable blocks, and save the entire setup as a Snapshot. These snapshots can then be used to build client projects faster or tested across different themes for compatibility.

Get a sandbox site plan now. 

InstaWP also supports:

• Cloning sites with patterns included
  
• Managing multiple versions of a site with reusable content blocks
  
• Collaborating with team members by assigning user roles (Editor, Contributor, etc.)
  

This makes reusable blocks not just a design tool but a scalable content asset.

How to Create a Reusable Block in WordPress (Step-by-Step Tutorial)

Creating a reusable block in WordPress might seem like a small win, but for agencies managing dozens of client sites, this micro-efficiency compounds into hours saved each week. 

Whether you’re adding branded CTAs, saving feedback forms, or repeating a testimonial grid, reusable blocks ensure consistent, fast, and low-error workflows.

Let’s break it down step-by-step.

Step 1: Open a New or Existing Page/Post

Log in to your WordPress admin panel and choose where you want to create your reusable block:

• Navigate to Pages > Add New or Posts > Add New
  
• Alternatively, edit an existing post where the desired block already exists
  

Once inside the WordPress block editor (Gutenberg), you’ll be working in a clean, modular interface.

✅ Pro Tip: If you’re experimenting or working on a client design system, launch a sandbox environment with InstaWP. That way, you won’t accidentally publish incomplete content or break live layouts.

Step 2: Add and Style the Block You Want to Reuse

Now, click the ‘+’ icon in the top-left corner or within the editor area to insert a new block.

You can choose from any Gutenberg-compatible blocks, including:

• Paragraph block for CTAs or disclaimers
  
• Columns block for nested layouts
  
• Image block for reusable logos or illustrations
  
• Group block to wrap multiple elements into one
  

🧪 Example: Let’s say you’re building a standard blog CTA:

“Liked this article? Subscribe to our newsletter or follow us on Twitter.”

You’d add a Paragraph block, apply bold text to “Subscribe,” maybe add a social icon block, and use the side panel to change:

• Text color
  
• Background color
  
• Font size or family
  
• Block padding/margin
  

This ensures your reusable Gutenberg block is visually consistent across every post or page.

Step 3: Group Multiple Blocks (Optional)

If your design includes multiple elements—say, a paragraph, image, and button—you should group them before saving:

1. Select the blocks by dragging your mouse or using Shift+Click
   
2. Click the three-dot menu (⋮) and choose “Group”
   

This allows WordPress to treat the group as a single block pattern, making it easier to save and reuse without layout breaks.

Step 4: Create the Reusable Block

Now that your content is styled and grouped (if needed), it’s time to save it as a pattern:

1. Select the block or group of blocks
   
2. Click the three-dot menu (⋮) in the toolbar
   
3. Choose “Create pattern.”
   
4. A prompt will appear asking for:
   
   • Pattern Name: e.g., “Post Footer CTA”
     
   • Category: Choose from existing categories or create one like “CTAs” or “Marketing Blocks”
     
5. Click “Create.”
   

✅ You’ve now created a reusable block WordPress pattern that can be used anywhere across your site.

Once your reusable block is ready, use InstaWP’s Snapshot feature to save the entire environment. You can save your styled reusable block inside a sandbox and instantly clone it across multiple client projects.

Here’s how:

• From the InstaWP dashboard, open your site
  
• Click Snapshot > Create New Snapshot
  
• Give it a name like Base_Blocks_Library_v1
  
• Use this snapshot as a starter site for new client work
  

This is especially helpful when you want to create industry-specific design libraries, like “Law Firm CTAs” or “Fitness Coach Lead Forms.”

Step 5: Reuse the Block in Other Posts and Pages

Now that your reusable pattern is saved, here’s how to insert it anywhere:

Method 1: Use the Patterns Panel

1. Open any post or page in the editor
   
2. Click the ‘+’ icon → Switch to the ‘Patterns’ tab
   
3. Locate your pattern category
   
4. Click on the pattern — it will be inserted into the editor

Method 2: Use Keyboard Shortcut

• Simply type /Pattern Name in a blank block
  
• Your saved block will appear in suggestions — click to insert
  

✅ This method is ideal for fast-paced editorial teams or agency writers who need quick access to standard blocks.

How to Edit a Reusable Block (and Avoid Site-Wide Mistakes)

Reusable blocks in WordPress are globally synced—which means editing one version updates it everywhere it’s used.

To edit a reusable block:

1. Insert the pattern into any post or page
   
2. Select the block and click “Edit original” from the block toolbar
   
3. You’ll be taken to the Manage Patterns interface
   
4. Make your changes and click “Update”
   

✅ Changes apply to all instances of that block across your site.

When You Should NOT Edit a Reusable Block Directly

Sometimes, you need to tweak a block just for one page—say, localizing a CTA for a regional offer.

In that case:

1. Insert the reusable block
   
2. Click on the block options (⋮)
   
3. Choose “Detach from pattern”
   

This will turn it into a regular block, meaning:

• You can edit it freely
  
• Your changes won’t affect other instances
  
• It loses its connection to the global pattern
  

🧪 Agency Scenario: Let’s say your reusable pricing table is used on 15 pages, but you want to offer a discount on just one page. Detach it there, edit it, and your main design stays intact elsewhere.

How to Export and Import Reusable Blocks (Between Sites)

Agencies often need to reuse block layouts across multiple client projects. Fortunately, WordPress makes it easy to export and import blocks.

To Export:

1. Go to your Pattern Management screen
   
2. Click Export as JSON under the pattern you want to move
   
3. A .json file will download

Note: You can only export synced reusable blocks in WordPress.

To Import:

1. Log in to the new WordPress site
   
2. Navigate to Manage Patterns
   
3. Click Import from JSON

4. Upload the file
   
5. The pattern will now appear in your list
   

✅ This method is ideal for migrating reusable layouts like:

• Testimonial grids
  
• Email opt-ins
  
• Service cards
  
• Pricing sections
  

🧠 Pro Tip: Keep a shared “Pattern Library” folder in your agency’s cloud storage. You can version control pattern updates by file name like v1.2_discount_banner.json.

Common Mistakes to Avoid with Reusable Blocks in WordPress

Even seasoned WordPress developers can hit a few snags when working with reusable blocks. Here’s what to watch out for:

1. Editing Without Realizing It’s Global

If you’re not careful, updating a reusable block directly can unintentionally alter every page it appears on.

Fix: Always double-check whether the block is attached or detached.

2. No Naming Conventions

A block titled “Block 1” isn’t going to help six months later. Use a standardized naming system.

Fix: Try [Type]_[Context]_[Client] like CTA_Blog_InstaWP.

3. Mixing Styles Across Themes

A pattern designed in one theme might break or look misaligned in another.

Fix: Test imported blocks using InstaWP’s sandbox cloning. Each site can preview the pattern inside a unique theme environment.

4. Overusing Detach

It’s tempting to convert every block into a regular block for flexibility, but then you lose the update-everywhere advantage.

Fix: Only detach when variations are required. Otherwise, stick to global patterns.

How InstaWP Supercharges Pattern Workflows

If you’re building pattern libraries at scale—either as a productized service or WaaS (Website as a Service) solution—InstaWP gives you the ideal sandboxing layer:

• Snapshots: Save entire pattern environments and reuse them across new installs
  
• Clone Sites: Launch staging copies where teams can test block behavior
  
• Role Management: Assign ‘Editor’ access so clients can use patterns without breaking them
  
• Bulk Update Manager: Combine with core updates to clean up old patterns
  

💡 Instead of exporting/importing manually, just clone your sandbox, make edits, then push to the production site via InstaWP’s “Push to Host” feature.

🔗 Recommended Reads

• WordPress Block Patterns: The Secret Weapon of Theme Developers
• How to Build a WordPress Block Pattern Library
• WordPress Block Patterns vs. Page Builders For Developers 

Wrapping It All Up

Reusable blocks in WordPress are far more than just design conveniences—they’re content assets that let agencies scale faster, keep designs consistent, and centralize updates across entire websites.

Here’s what you should take away:

• Use patterns for anything repeated across posts or pages
  
• Name and categorize them properly
  
• Detach only when necessary
  
• Export/import blocks to speed up multi-site development
  
• Use InstaWP sandboxes to prototype and version these blocks with confidence

Launch your own reusable block library inside a free InstaWP sandbox. No installation, no risk—just click and build.

👉 Start Free on InstaWP

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