As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Jordanne Erichsen.
Jordanne Erichsen’s narrative is a testament to unconventional paths. Armed with only an opera degree and a fervent commitment to financial stability for artists, she established Express Voice Studio—a groundbreaking platform that is challenging society’s undervaluation of creatives. Despite lacking formal business training, Jordanne guided numerous artists to six-figure earnings. Leveraging her self-taught SEO skills, she has propelled multiple ventures to the forefront of online visibility, replicating her own business’ online success for other small businesses and entrepreneurs. She is the owner of Express Voice Studio and the Head of SEO at Outsmartlabs, a Miami based full suite marketing agency.
Here’s what we found out about Jordanne’s daily routine, followed by an exclusive Q+A.
What inspired you to become an entrepreneur, and what sparked the idea for your business?
For me, it all began with a deep love for music. As an opera singer, I saw the financial struggle that too many artists go through, and it drove me to create a platform that would change that—helping musicians earn 75% more per hour than any other music school in Canada. This was my first entrepreneurial venture, and it lit a fire in me. Later, as I delved into digital marketing and SEO in order to grow this business, I realized the massive potential to make a real impact in this industry. The idea for Montreal SEO Girl was inspired by the opportunity to create accessible, high-quality SEO services for even small tight budget businesses and build a career on my own terms.
As a woman navigating the business world, what challenges have you faced, and how did you overcome them?
In both music and SEO as an entrepreneur, the hardest aspect has been feeling like I am doing it alone and questioning if I knew what I was doing. To overcome this, I doubled down on my skills, self-teaching myself everything I needed to know about SEO and striving for excellence in every project. I started attending networking events to build up friendships and have others I could lean on when things were stressful.
How do you balance the demands of running a business with maintaining a healthy personal life?
Balancing work and life is always a work in progress, but the key for me has been to set clear boundaries. I carve out time to disconnect from work and connect with family and friends. I am very strict with myself: 5:30pm cut off so I can unwind in the evenings, and I take half days on fridays when I need them.
Which networking strategies have most effectively built meaningful connections within your industry?
Authenticity has been the most effective strategy for building connections. I reach out to others in the industry not just to talk shop but to genuinely learn from their experiences. Attending industry events, sharing insights, and being open to collaborations have also been incredibly valuable. Networking isn’t just about getting clients; it’s about building relationships that add value to both sides.
How do you approach mentorship, and how has it shaped your entrepreneurial path?
For a lot of my journey I felt very alone, but friendships and learning from those friend’s experiences has been invaluable. I also linked up with an incubator program to deepen my business knowledge and have a fresh set of eyes on my problems and strategies. But a mentor is a strong word- your co-worker could have insights that might just spark something you need!
What strategies have worked best for selling your products and reaching your ideal customers?
Educating potential clients has been essential. SEO can seem mysterious, so I focus on transparency—helping clients understand what we’re doing and why. Creating educational content, offering audits, and having open, honest conversations have worked well for building trust and reaching the right clients.Â
Which marketing techniques have been most successful for your business, and how do you track their performance?
SEO, naturally, has been the most successful. By creating valuable, optimized content, I can drive organic traffic and attract clients who are actively searching for solutions I provide. I track performance using analytics tools and closely monitor metrics like keyword rankings, organic traffic, and conversion rates to refine our approach continually. For small businesses, I also find facebook groups are a great way to get your name out there and build word of mouth work.
Can you share a significant setback in your business journey and the steps you took to overcome it?
One of the biggest setbacks was realizing that some clients weren’t the right fit—they wanted fast results without having the budget to support it. Its crucial to manage expectations of your clients so that even if your aim is to provide a great deal, you are not being taken advantage of.
What’s the most important advice you’d give to women just starting their entrepreneurial journey?
Don’t be afraid to own your space and take up as much room as you need. You’re bringing something unique, so don’t let anyone make you feel like you have to fit a certain mold. Believe in your vision and be ready to work for it, but also seek support. A strong network can lift you up and open doors.
Is there a mantra or quote that guides your actions and decision-making as an entrepreneur?
A guiding mantra for me has always been, “Let your work speak for itself.” I’ve found that leading with excellence, being authentic, and letting results do the talking cuts through so many of the biases and doubts that entrepreneurs face.
