Table of contents
Overview
12Ronnies is a UK membership community founded by Simon Krystman. The brief was a Co-founder Club page built into the existing WordPress site, not a rebuild.
Working inside a site somebody else built is a different discipline to starting fresh. The new section had to look like it had always been there.
What the project involved
- A Co-founder Club page built with Elementor into the existing site
- Category-filtered blog sections
- Testimonials and calls to action throughout
- Consistent styling with the existing build
The Opportunity
Membership communities live or die on whether a prospective member can see what they are joining. A page that describes the club in the abstract does not convert. A page that shows the people, the content and the activity does.
The challenge was that 12Ronnies already had a lot of content. It just was not surfaced anywhere a prospective co-founder would encounter it.
What I Built
A dedicated Co-founder Club page built in Elementor, matching the existing site’s design language so it reads as part of the whole rather than a bolt-on.
Category-filtered content
Rather than a static page that would need manual updating every time something was published, I built category-filtered blog sections that pull relevant posts automatically.
The page stays current without Simon having to maintain it. New content in the right category appears where it should.
Testimonials and calls to action
Social proof placed through the page rather than quarantined in a testimonials section at the bottom, with calls to action at the points where someone reading is most likely to be convinced.
The Result
Simon recorded a video testimonial after the work, and later featured me in a livestream interview about web development and entrepreneurship, carried across YouTube, Facebook and LinkedIn.
Being invited onto a client’s platform to talk about the work is a different kind of endorsement to a written review.
Conclusion
Not every job is a rebuild. Sometimes the work is adding one well-built section to a site that already exists, matching what is there, and leaving it easier to maintain than you found it.
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