Heart First Founders
Community & Networking — Perth and MelbourneA one-page home for a community that lives on Instagram — so nobody has to scroll to find this month's walk.
Heart over hustle — and one link that never moves.- Client Heart First Founders — founded by Adele Hollywood and Jules Campbell
- Location Perth and Melbourne
- The work Custom-coded one-page website, city-segmented newsletter capture, Humanitix integration
- Platform fees None added — the site integrates with the free tools already in use
The Client
Heart First Founders is a walk-and-talk community for business owners. The ethos is in the name — heart over hustle. Less pitching, more people. Monthly walks run in Perth and Melbourne, each with its own host.
Full disclosure, because that's how I operate: Adele's a friend — we go back years — she's an existing client through her copywriting business, Bookleaf, and I've been on the walks myself. When the community grew past its Instagram-only setup, I offered to build the one-pager. So this case study is exactly as biased as it sounds. Everything in it is still true.
The Problem
Heart First Founders lives on social media, and that isn't a problem to fix — Instagram is where the community actually grows, and it stays the main channel. The problem was smaller and more annoying. The walks fall on a different date each month, and the only way to find the current one was scrolling the feed for the right post.
As the community expanded to Melbourne, one stable link earnt its keep: a single URL that always answers “when's the next walk, and where do I register?”
What I Built
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A custom-coded one-page site
What the group is, why it exists, this month's walks in both cities, FAQs, and how to reach each city's host — with registration pointing to Humanitix, where the events were already being managed.
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A newsletter form that knows where you walk
The form asks which city you're in. Every signup lands in a CRM tagged Perth or Melbourne, sorted into smart lists — one list for everyone, one per city. Each host can reach her own walkers without blasting the other city's list.
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Room to grow
Small thing now. The thing that matters as a two-city community becomes a many-city one.
The Bits I Deliberately Didn't Build
This is the part I'd want to read if I were hiring me, so here it is.
Event booking stayed on Humanitix. It was already set up, already working, and on a free tier. Rebuilding something that already works isn't service — it's billable busywork.
The newsletter kept running on MailerLite for the same reason. Adele and Jules know it, it works, and the volume is modest. The website captures and segments signups properly in the CRM, and for now I send across a weekly list of new subscribers for import. That's right — a manual step, on purpose. At current volume, automating that handover would be building for a future that hasn't arrived yet. When signups grow, the sync gets automated — or everything consolidates into the CRM properly. Adele already knows that platform from her own business, so nothing sits locked behind me.
The rule I used is the one I'd give any client. If a tool is already working and costing you little or nothing, integrate around it. If you're starting from a blank slate, consolidate. Being trained full-stack means I can build almost anything. Mostly, it means knowing when not to.
Where It Landed
Scroll to explore the full page
The site is live, Adele's sharing it, and it's doing its one job: the link in the bio doesn't have to change every month. That was the whole brief.
It's only been a few weeks, so I'm watching how it settles rather than declaring victory. The honest summary: a community that runs on warmth now has a home that runs on one URL — and the tools that were already working are still doing their jobs, undisturbed.
Why This Worked
If a tool is already working and costing little or nothing, integrate around it. If you're starting from a blank slate, consolidate. Knowing when not to build is part of the job.
Tech Stack
Built With
- Site Custom-coded one-pager
- Signups CRM capture, city-segmented smart lists
- Events Humanitix — already in use, free tier
- Newsletter MailerLite — kept, integrated around
Right For
- Businesses that live on Instagram and need one stable link
- Communities and groups running events in more than one city
- Anyone whose tools already work and just need connecting, not replacing
If This Sounds Familiar
If your business lives on Instagram and the one link that matters keeps moving, a one-page site might be the exact right size — it's the smallest thing I build, and sometimes the most useful. See what's included in my website design service, read when a landing page beats a full website, or see the site live.
Or book a free 15-minute chat. And if you're ever near a Heart First walk on a Saturday morning — come say hi and ask me about it in person.
Want a Website Like This?
I work with small businesses in Perth and across Australia. Let's chat about what you need. Whether it's a single page or something bigger — I'll give you a clear, honest quote.