Drove +158% paid e-Files and +24% organic lift for TaxSlayer
A leading online tax filing platform fighting well-funded rivals for premium filers. SEO authority, SEM tuning, and Refund Estimator work drove +158% paid e-Files and +24% organic visits.
A recognized leader in affordable online tax preparation
TaxSlayer LLC is a recognized leader in online tax preparation, offering affordable, easy-to-use filing software for individuals and businesses. They compete with well-established industry giants on price and usability.
The challenge was capturing higher-value filers willing to pay for premium tiers, which needed an advanced digital funnel.
High retention cost, weak premium uptake, unused content depth
High retention cost
Each season demanded costly reacquisition of returning filers.
Weak premium uptake
Higher-value filers moved to rivals with sharper premium funnels.
Unused content depth
Refund Estimator and content sat idle instead of driving retargeting.
SEO authority, premium SEM targeting, and tool amplification
SEO content authority
Tax-authority positioning across the filer journey.
Optimized SEM targeting
Bids and creative aimed at premium-package conversions.
Refund Estimator amplification
Discoverability and retargeting reuse of an existing tool.
Funnel optimization
-23% cost per registration with +56% more registrations.
Season-timed campaigns
Peak-season pacing that captured intent when it spiked.
Retargeting depth
Content-fed retargeting kept filers moving down the funnel.
Lower acquisition cost and higher premium filing revenue
Headline result: +158% paid e-Files, +56% registrations, -23% CPR, +24% organic. Seasonal reporting.
Premium conversions carried a lift in paid e-Files.
Organic visits rose year over year on SEO content work.
Profitability lifted 10% via lower CAC and cleaner funnel.
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