Professional Services case study, 2024

Drove 147% more bookings for H&R Block with 6 weeks of UX and ad work.

Australia's largest tax accounting provider rebuilt its peak-season UX and paid spend in 6 weeks. Bookings rose 147%, the booking form converted at 92% and locator traffic rose 123%.

Web UX Revamp Paid Media SEO Conversion Optimization

Homepage of H&R Block, a Tax · 700K+ Returns/Year · Australia business, shown in a browser window

HRBLOCK.COM

147%

BOOKINGS

Tax agent bookings rose 147%, lifting peak-season ROI.

92%

BOOKING CONVERSION

The booking form conversion rate went above 92%, so the website did more with every visit.

123%

LOCATOR TRAFFIC

Office locator traffic rose 123% through SEO and better UX.

Headline result · +147% bookings in 6 weeks Reporting cadence · weekly · seasonal

CLIENT SNAPSHOT

Profile Australia leader

Sector Tax preparation · 500+ offices

HQ Australia

Recognition 700K+ returns a year

Engagement UX + Paid Media partner · 6-week sprint

Timeline 2024

Platform Web platform

The brief

Australia's most recognized tax accounting provider, filing 700,000+ tax returns a year from nearly 500 offices.

H&R Block is Australia's most recognized tax accounting provider. It completes over 700,000 tax returns a year for people and businesses across the country. Its nearly 500 offices in cities and rural areas make it easier to reach in person than anyone else.

It was strong offline, but its online presence did not match its reputation. The website made the customer journey clumsy. Location pages were hard to navigate, and the conversion funnel was unclear.

The problem

Six weeks until peak season. A broken conversion funnel.

The website had no clear conversion funnel. Pages were poorly optimized, and the office locator was outdated.

The Google Ads account was inefficient. It had no landing pages built for the ads, poor keyword grouping and messages that did not line up.

Organic search visibility was limited, most of all for location-based terms.

Tax season was only 6 weeks away, so the fix had to happen fast.

What we did

A system of location pages, rebuilt PPC and less spend on brand search.

An intensive 6-week sprint across the website and the ad account.

We built a custom office locator with its own page for every office. We improved navigation and tested the 'tax return' service pages. We rebuilt the ad account with targeted ad groups, optimized bids and rotating creatives. Geo-targeted PPC pointed to the new location landing pages.

We cut wasted spend on brand campaigns and let organic search carry those searches.

RESULTS, CHARTED BEFORE AND AFTER

BOOKINGS 147%

Before

After

BOOKING CONVERSION 92%

Before

After

LOCATOR TRAFFIC 123%

Before

After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Custom office locator

Its own page for every office.

Better navigation

Built around how customers decide.

Rebuilt ad account

Targeted ad groups, optimized bids and rotating creatives.

Geo-targeted PPC

Matched to the new location landing pages.

Less spend on brand search

Cut wasted brand spend and let organic search lead.

FREE · WRITTEN IN 24 HOURS · NO PITCH

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WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021