Joorney — SEO, HubSpot, and multi-market website development for a global business plan consultancy

The Challenge

Joorney is a business plan writing firm headquartered in Miami with offices across the United States, Canada, France, and Serbia. They serve clients across four distinct verticals: immigration, advisory, commercial, and market research. Each division has its own client pipeline, product types, and sales processes.

When we began working with Joorney in 2017, their digital infrastructure didn’t match the complexity of their business. They were using separate tools for project management (Wrike), CRM (PipelineDeals), invoicing (Quickbooks), and document generation (PandaDoc) with no integration between them. Their websites needed SEO optimization to compete in both US and Canadian markets, and their paid campaigns needed strategic structure to generate qualified leads across multiple service lines.

Our Approach

SEO Audits for US and Canada. We conducted comprehensive technical SEO audits for both joorney.com and joorney.ca in January 2022. Each audit covered indexability, relevance, and authority factors. We documented issues across H1/H2 heading tags, meta descriptions, image alt text, internal linking structures, and URL architecture.

HubSpot Enterprise Integration. Working with Netfluence as the technical solutions partner, we oversaw the migration from Joorney’s fragmented tool stack to HubSpot Enterprise. The integration unified four business divisions under one CRM with custom pipelines for each service type.

Website Development. We developed custom WordPress themes using the Bridge Child Theme framework with responsive design and brand-aligned styling.

Paid Media and Marketing Automation. We managed LinkedIn and Facebook ad campaigns with structured targeting for each service vertical.

The Results

Over five years, we built a comprehensive digital marketing infrastructure that matched the complexity of Joorney’s multi-division business. Key outcomes:

• Comprehensive SEO audits for US and Canadian markets with detailed technical recommendations
• HubSpot Enterprise integration unifying four business divisions under one CRM platform
• Automated workflows for lead routing, client communications, and questionnaire sync
• Custom WordPress website development with responsive design and brand-aligned styling
• LinkedIn and Facebook paid media campaigns structured by service vertical
• Interactive prototypes for marketing pages ensuring UX alignment before development
• Operational documentation including LinkedIn ad management manuals and process guides

What We Learned

Joorney taught us that multi-division businesses need CRM architectures that are flexible enough to handle different sales processes while maintaining a unified view of the customer. An immigration client and a commercial client follow fundamentally different journeys, but the business needs to see both pipelines in one dashboard.

The SEO work across two country domains also reinforced a pattern we’d seen with other multinational clients: you can’t just duplicate an SEO strategy across markets. Each domain needs its own keyword strategy even when the core business offering is the same.