H&R Block needed to quickly enhance digital visibility and improve the customer experience for over 700,000 annual tax clients. Through a redesigned office locator, improved UX, SEO-focused content, and enhanced ad targeting, bookings increased by 147% and conversions reached 92%.
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. However, despite their enormous physical presence and trusted brand, their digital presence wasn’t reflecting the strength of their offline reputation. Their website made customer journeys cumbersome, location pages were difficult to navigate, and conversion funnels lacked clarity. Paid advertising campaigns were under-optimized, draining the budget without driving enough meaningful results. Given their peak season urgency, H&R Block needed a rapid digital transformation to consolidate its market leadership and create a seamless user journey from search to appointment booking. Redefine Web stepped in to modernize their approach within just six weeks, delivering powerful and measurable results.
H&R Block, despite its substantial presence in physical locations, faced significant digital challenges. While completing hundreds of thousands of tax returns each year, their online platform failed to attract new clients seeking digital-first solutions.
Their website lacked a clear conversion funnel, with poorly optimized pages and an outdated office locator that made it difficult to find nearby locations. This weakened the connection between their physical network and online acquisition.
Their AdWords account was also inefficient, lacking tailored landing pages, proper keyword segmentation, geo-targeting, and aligned messaging for different customer personas—resulting in wasted spend and low competitiveness.
Organic search visibility was also limited, especially for location-based terms, leaving untapped potential despite their vast footprint. With tax season only six weeks away, H&R Block urgently needed a digital partner to strengthen its strategy, boost its ROI, and drive rapid growth.
Redefine Web delivered an intensive six-week transformation by streamlining user experience, optimizing ad strategy, and boosting SEO for location searches. This work immediately improved conversion rates, traffic, and overall bookings.
Key steps included:
Through rapid digital restructuring, H&R Block experienced record-breaking booking results heading into their busiest season. The redesigned website flow, location-based SEO improvements, and hyper-targeted ad campaigns combined to drive measurable boosts in traffic, conversions, and bookings. In just six weeks, we delivered impact at scale — 147% more tax agent bookings, a 92% conversion rate, and 123% growth in office locator traffic.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
