My Tax Resource

Due to project timeline conflicts with our designers, I was given full control over the design of this particular project (yay, my favorite!). Starting with the general branding for My Tax Resource, I curated the color palette & typography to give the client a distinctive, recognizable brand image across platforms. Next, I worked with the client to better understand her industry & goals, allowing myself to begin mocking up a wireframe, which addressed these goals while educating the end user on her product offerings.

Because of the tricky nature of the tax industry, I coined the motto “In Person. Online. By Phone”, giving users the option to simply do it themselves or work directly with someone on the team to help walk them through the process & address any questions or concerns they may have in a medium they prefer (i.e. over the phone, video conference, etc.).

Curating the graphic design imagery was a lot of fun & the social media team was over the moon about the completed graphics library, making their jobs astronomically easier. I’d be lying if I said I didn’t spend wayyy too long on this aspect of the project (for every graphic you see, there’s probably another half dozen in the design library). At the end of the day, it was worth every agonizing second.

Finishing all of the above made for pretty straightforward website mock-ups: we had our goals defined, design systems approved & general content structure aligned. All that was left to do was put it all together for a final product.

Though overwhelming initially, at the end of the day I really set myself up for success here when it came to putting in the work early, making everything surprisingly easy enough for me; however I’m sure my copywriter would strongly disagree (sorry Ashley, you killed it!). It was an absolute blast & a half working on the project overall and I couldn’t have been happier with the results.

Primary Key Performance Indicators:

Bounce rate was our absolute focal point. Her previous website was slow & clunky, meaning we wanted to make sure the website was loading quickly & provided enough information to encourage users to take actions on the website without overwhelming them with information overload. Second most important metric was Unique Visitors. At the time of launch, we were sending email blasts and running social media & Google Ads campaigns to target new unique visitors, which led to a 450% increase in unique visitors within the 1st month.

Prior to optimizing the website in the early days, we found the average session duration/pages per session to be surprisingly high, which is a good thing, right? Wrong. While we wanted users to browse the site for important information, we also wanted users to ultimately take action & book an appointment. Looking at the numbers, we began adding in more Appointment Booking CTA’s to encourage users to book an appointment earlier in their journey, which was ultimately tracked via Goal Completions.

For more info, keep scrolling down to the bottom for my closing thoughts!