Resolution Digital.

Evolving H&R Block’s digital capability for ongoing performance

Client

H&R Block

Industry

Financial Services / Taxation

Project
Digital Experience Platform, SEO, CRO, CRM, UX/UI Design, Analytics

Partnering across multiple channels to maximise tax season

As one of Australia's most recognisable tax service providers, H&R Block engaged Resolution Digital to deliver a digital evolution program aligned with its ambitious growth strategy and seasonal traffic cycles. Our partnership spans over four years and includes the design and launch of a composable DXP, conversion-led UX redesigns, structured SEO content programs, and CRM persona work. Each project is grounded in seasonal uplift objectives, improved conversion across digital and physical bookings, and long-term platform scalability.

+169% logins to Online Tax Advisor

+142% logins to DIY Tax Portal

+54% uplift in OLT payments

+13% increase in in-office bookings

+14% YoY conversion uplift via educational content

46% of 2023 tax transactions completed online

H&R Block

DXP Redesign & Build
Launch a new Sitecore website in under five months before tax season.
Personalised Content & CX
Designed and deployed over 40 Sitecore profiles for targeted user journeys based on tax personas.
SEO-led Content & UX
Tax education hub revamped for better category discovery and lead generation.
CRO & A/B Testing
Optimise booking journeys and boost digital performance during tax peak with a data-driven testing roadmap.
CRM Persona Mapping
User journeys segmented using three years of Salesforce Marketing Cloud data to guide paths.
Scaling customer experience & tech for long-term growth

Our long-standing engagement with H&R Block demonstrates the value of a cross-functional, insights-driven partnership model. Key outcomes include:

  • Composable and scalable design system delivering brand consistency across markets


  • Hyper-personalised UX through automated profiles and dynamic content


  • Tech & data integration: Sitecore, Salesforce, GA4, Hotjar – aligned for attribution and CRO


  • Modular CMS architecture enabling agility during seasonal campaign rollouts


  • SEO + CRO synergy delivering organic visibility and path-to-conversion improvements

The Tax Readiness Quiz provides users with tailored tax guidance based on their own circumstances.
The insights section of the site was developed off a robust SEO strategy with impressive and lasting results.
We designed and developed a new booking system for their Income Tax Course.

“The changes seem to be having a positive effect on all key metrics. Looking forward to another strong year and building on our partnership.”

Iris Ho

Marketing Director

H&R Block partnered with Resolution Digital to evolve its digital ecosystem across multiple touchpoints and channels. Our engagement spans over four years, delivering a modular DXP, persona-led journeys, and SEO-optimised educational content — all designed to drive peak-season performance and long-term digital maturity.

What we did

  • Designed and launched a composable Sitecore DXP in under five months

  • Delivered 40+ automated user profiles for real-time personalisation

  • Re-architected the tax education hub with structured UX and content strategy

  • Rolled out an ongoing CRO testing and optimisation program

  • Created persona-led journeys using Salesforce Marketing Cloud data

  • Integrated tracking across GA4, Hotjar, CRM, and Sitecore for performance attribution

The results

  • +169% increase in Online Tax Advisor logins

  • +142% increase in DIY Tax Portal logins

  • +54% increase in online payments

  • +13% uplift in in-office bookings

  • 46% of 2023 tax transactions completed online

The impact

The partnership delivered a scalable digital experience platform, improved lead conversion through targeted UX and SEO, and significantly shifted customer