Kangurú
Building the lead journey from first search to qualified CRM handoff
I built Kangurú’s Spanish-language website and acquisition journey end to end: SEO landing pages, sign-up paths, follow-up emails and one CRM flow that gives advisors the context they need to qualify and close leads.
- End-to-end lead journey
- Information architecture
- SEO landing pages
- Sign-up flow copy
- Email nurture
- CRM handoff
- Spanish content
- Social video & copy
- DM lead conversion
The challenge
People planning to study, work or move abroad need answers before they are ready to speak to an advisor. Kangurú needed more than a blog: it needed a connected acquisition system that could attract relevant prospects, capture their intent, nurture them and give sales enough context to focus on qualified opportunities.
What I built
Captured demand
Structured the site around destinations, visa routes, courses and services, then wrote SEO landing pages for the questions and choices that signal real intent.
Turned visits into sign-ups
Created clear value propositions, calls to action and sign-up copy that made the next step feel useful and low-friction.
Nurtured interest
Wrote follow-up emails that delivered relevant information, answered common objections and helped prospects become ready for an advisor.
Enabled the handoff
Connected the journey to one CRM, where qualified leads arrive with the information needed for more relevant follow-up and closing.
The lead-generation system
Every piece of copy has a job in the funnel. Search content creates the first useful interaction; conversion copy captures intent; emails continue the conversation; and the CRM turns that engagement into an actionable sales opportunity.
Why this matters: the same system can connect non-branded search demand to a consultation, quote, demo or sign-up, then give marketing and sales a shared view of the lead.
The CRM: every lead lands in one place
The website is built around one goal: generating leads for Kangurú’s CRM. I implemented the CRM on all of the most important pages, so every form and sign-up feeds straight into the same pipeline. It went live at the beginning of August 2026, and advisors now see each lead’s stage, channel and value on a single board.
None of these leads came from paid media. Every one of them found Kangurú through the website’s content, landed on a page with a clear next step and arrived in the CRM tagged with where it came from.
Social media: from reel to paying client
Next to the website, I write and create Kangurú’s short-form video content for Instagram: scripts, on-screen hooks, captions and calls to action, all in Spanish. I grew @somoskanguru to over 25,000 followers and turned the account into a second lead channel, using comments and DMs to start conversations, qualify plans and turn those leads into paying customers.
Scripted the videos
Wrote hooks, scripts and on-screen text for visa updates, client stories, salary questions and free tools like the Work and Holiday and IELTS simulators.
Wrote captions that start a chat
Every caption ends with a clear reason to comment or send a message, so people with a real plan raise their hand.
Moved comments into DMs
Replied to questions under each post and took interested people into direct messages to understand their goals, budget and timing.
Turned DMs into customers
Answered objections one to one and guided qualified leads to an advisor and a paid service.
Examples of my social videos
- 15.3K viewsWork and Holiday Australia updateBreaking visa news, explained on camera with a clear "ask us in the comments" prompt.Watch on Instagram ↗
- 14K viewsFrom dentist in Peru to dental assistant in AustraliaClient story interview that shows the outcome people are hoping for.Watch on Instagram ↗
- 6.7K viewsWorking in your profession in Australia: the salary questionAnswers the money question everyone asks in the DMs.Watch on Instagram ↗
- 6.2K views"I did it! 1 of 100": Work and Holiday New ZealandA client celebrating her approved visa, built to spark comments.Watch on Instagram ↗
The result: one journey, not disconnected content
The site attracts prospects through useful search content, guides them to the right service, captures their interest and continues the conversation by email. Qualified leads then appear in one CRM with the context advisors need to follow up and close.
- Clear paths from question to service and sign-up
- Consistent messaging across page, form and email
- Qualified leads and useful context consolidated in one CRM
Skills used
- Full-funnel content strategy
- Information architecture
- Spanish copywriting
- SEO
- Landing pages
- Sign-up flows
- Email nurture
- CRM handoff
- Lead qualification
- Conversion copy
- Social video scripting
- Instagram growth
- Community management
- DM sales