H&R Block

Driving 147% more bookings with smarter targeting and UX

H&R Block needed to quickly lift digital visibility and improve the customer journey for more than 700,000 yearly tax clients. With an upgraded office locator, better UX, search‑focused content, and stronger ad targeting, bookings rose 147% and conversions reached 92%.

About H&R Block

H&R Block is Australia’s most recognized tax accounting provider, completing more than 700,000 tax returns a year across nearly 500 offices. Their physical presence was strong, yet the digital experience didn’t match their offline reputation. The website made it hard for clients to find offices, book appointments, or move through the journey smoothly. Location pages were confusing, and the funnel didn’t guide users clearly.

Their paid ads weren’t performing well, draining the budget without driving enough bookings. With peak season approaching, they needed a fast, effective digital upgrade. I stepped in to improve their online experience within six weeks, creating a smoother path from search to appointment booking and producing measurable gains.

The challenge

H&R Block had a large physical network but a weak digital setup. Their site didn’t guide users to booking, and the office locator made it difficult to find nearby branches. This created a gap between their offline strength and online performance.

Their AdWords account used broad setups with no focused landing pages, weak keyword grouping, and limited geo‑targeting. Spending increased, yet bookings stayed low. Organic reach lagged, especially for location terms connected to their nationwide footprint.

With tax season approaching fast, they needed a rapid digital upgrade to strengthen visibility, lift bookings, and improve overall ROI.

Services Used: Website UX Revamp, Paid Media Strategy, SEO Optimization, Conversion Path Development

Esteemed digital marketing solutions

I completed a six‑week overhaul that improved UX, strengthened ads, and lifted SEO for location‑based searches. This produced immediate gains in conversions, traffic, and bookings.

Key steps included

A redesigned office‑locator flow with dedicated pages for each branch
Simplified navigation and content aligned with user decision paths
Tested and refined service pages for stronger conversions
A rebuilt ad account with focused ad groups, improved bids, and rotating creatives
Geo‑targeted paid search tied to new location landing pages
Reduced spend on brand terms so organic could carry those searches

For H&R Block, we put together a robust digital strategy that included:

Modernized website pages built around high-intent conversion paths
Fully restructured, SEO-optimized office locator for 500+ offices
Geo-targeted PPC campaigns delivering stronger relevancy
Optimized conversion funnel from discovery to booking
92% conversion rate achieved on booking forms
147% uplift in tax agent bookings during busiest season
123% spike in traffic to office locator section

STRENGTH IN NUMBERS

Business impact

Through fast digital restructuring, H&R Block saw record booking growth heading into peak season. A clearer website flow, stronger location SEO, and focused ad campaigns worked together to lift traffic, conversions, and bookings. In six weeks, results included 147% more tax agent bookings, a 92% conversion rate, and 123% growth in office‑locator traffic.

147%

Tax agent bookings rose by 147%, dramatically improving ROI during peak season.

92%

Conversion rate for booking forms surpassed 92%, maximizing website efficiency.

123%

Traffic to the office locator section increased by 123% through SEO and improved UX.