TaxSlayer faced stiff competition in the tax-preparation market with challenges in improving registrations, reducing acquisition costs, and driving premium purchases. Through an integrated approach that included SEO, SEM, content marketing, and optimized funnels, Redefine Web delivered 158% paid e-file growth, 63% more free e-files, and a 23% reduction in CPR.
TaxSlayer LLC is a recognized leader in online tax preparation solutions, providing affordable and easy-to-use filing software for individuals and businesses. Competing with well-established industry giants, TaxSlayer differentiates itself through competitive pricing and user-friendly tools, including calculators and refund estimators. However, as the industry became more dominated by premium competitors with aggressive marketing budgets, the challenge was not only to retain loyal users but also to capture a higher-value demographic willing to pay for TaxSlayer’s premium offerings. This necessitated an advanced cross-channel marketing strategy that spoke to users across the decision funnel — from awareness and research to the critical moments of conversion. Redefine Web collaborated with TaxSlayer to develop and implement a digital-first initiative that increased registrations, enhanced profitability, and secured a substantial market share, despite a highly competitive landscape.
Before partnering with Redefine Web, TaxSlayer was struggling in a market dominated by a few major players, which drove up both acquisition and retention costs. Each tax season brought pressure to capture new users while maximizing returns from existing customers quickly. Key growth metrics requiring improvement included registrations, cost per registration, e-file completions, and cost per e-file. Without gains in these areas, growth risked stagnation in an already competitive space.
The website lacked optimized user pathways to drive conversions across different intent stages; a heavy reliance on short-term paid campaigns limited organic scalability. Even popular tools like the Refund Estimator were underused for discoverability and retargeting. Additionally, potential upgrades to higher-value premium packages remained untapped due to weak segmentation and targeting strategies.
To achieve sustainable growth, TaxSlayer needed a multi-channel digital strategy focused on reducing acquisition costs, increasing authority in the tax preparation industry, and converting more users into long-term, paying customers.
Redefine Web implemented an integrated strategy aligning content, SEO, SEM, and funnel optimization to position TaxSlayer as both an authority and a preferred choice during tax season. This included strengthening organic visibility through search-driven informational content, maximizing visibility of the Refund Estimator tool, and deploying personalized SEM campaigns that highlighted premium products when users were ready to file.
Key steps included:
By aligning TaxSlayer’s marketing strategy across the customer journey, Redefine Web successfully expanded reach, lowered acquisition costs, and boosted funnel efficiency. The business not only captured more clients but also converted a higher percentage into premium offerings — achieving significant profitability gains.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
