Australia's largest tax accounting provider transformed peak-season UX + paid spend in 6 weeks — 147% booking lift, 92% form conversion, 123% locator traffic.
H&R Block is Australia's most recognized tax accounting provider, completing over 700,000 tax returns annually and serving individuals and businesses nationwide. With nearly 500 offices across both metropolitan and rural regions, they are unmatched in location-based accessibility.
Despite their offline strength, their digital presence didn't reflect their offline reputation. Their existing website made customer journeys cumbersome, location pages were difficult to navigate, and conversion funnels lacked clarity.
Their website lacked clear conversion funnel, with poorly optimized pages and outdated office locator. Their AdWords account was inefficient, lacking tailored landing pages, proper keyword segmentation, and aligned messaging.
Organic search visibility was limited, especially for location-based terms. With tax season only 6 weeks away, urgent transformation needed.
We delivered intensive 6-week transformation. Custom office locator with dedicated location pages for every office. Optimized navigation + tested 'tax return' service pages. Rebuilt ad account structure with targeted ad groups + optimized bids + rotating creatives. Geo-targeted PPC aligned with new location-specific landing pages.
Reduced wasted spend on brand campaigns, letting organic dominate.
Dedicated location pages for every office.
Tailored to customer decision-making paths.
Targeted ad groups + optimized bids + rotating creatives.
Aligned with new location-specific landing pages.
Reduced wasted brand spend; let organic dominate.
In just 6 weeks: 147% more tax-agent bookings, 92% booking-form conversion, 123% office-locator traffic — record-breaking peak-season results.
Whatever your stage. Exploring, evaluating, or ready to move. We meet you there. No pressure, no slide-deck theater.