Project

H&R Block digital conversion experiences.

As lead designer for hrblock.com and blockadvisors.com, I worked across campaign direction, in-season page updates, responsive design, and conversion-focused experiences that helped customers choose between office appointments, online filing, and higher-touch advisory services.

Project brief

Designing for a business where the season never really sits still.

H&R Block's digital work had two very different rhythms. Outside of tax season, I art directed agency partners on larger campaign and brand initiatives. During tax season, the work moved in-house, where short turnaround times and active performance data required daily, and sometimes hourly, updates to the site.

The shared goal across both hrblock.com and blockadvisors.com was direct: inform consumers, explain the offer, and convert them into the right path. For some customers that meant booking time in a physical office. For others it meant starting with online services. For higher-end clients, Block Advisors created a more tailored experience around personal tax expertise and advisor matching.

The examples shown here pair static responsive page renders with a desktop presentation mockup. Together they show how the work needed to balance brand expression, service education, local-office conversion, and measurable performance.

hrblock.com

Main site conversion pages built around guarantees, trust, and office starts.

H&R Block desktop and mobile landing page shown in a staged desktop mockup — Desktop presentation mockup **A staged desktop layout showing the campaign entry point, maximum refund message, ratings support, and office-location conversion module.**

H&R Block desktop page layout for maximum refund campaign — Desktop page render **Responsive desktop layout for a conversion page centered on the maximum refund guarantee, trust signals, office-location entry, customer proof, offer detail, and repeated start paths.**

H&R Block mobile page layout for maximum refund campaign — Mobile page render **Mobile treatment that preserves the campaign message and conversion path while stacking proof points, guarantees, FAQ content, and location entry for smaller screens.**

Design approach

React quickly without letting the experience become frantic.

Tax season made the design process unusually immediate. Analytics data could point to friction quickly, but the response still had to feel considered. The work required fast decisions around messaging, module order, form placement, proof points, and calls to action, all while staying within the brand and keeping the path to conversion obvious.

The main H&R Block experience leaned into broad consumer trust: guarantees, years of expertise, ratings, office access, and online filing options. The page structure repeated conversion moments at natural decision points, giving customers multiple opportunities to act without forcing every section to behave like an ad.

Block Advisors

A more tailored service experience for higher-end tax clients.

Block Advisors tablet landing page render — Tablet **Tablet render showing how the more editorial brand language, advisor story, and service proof points adapted across breakpoints.**

Block Advisors mobile landing page render — Mobile **Mobile render that condenses the premium positioning, advisor-matching flow, benefits, protection messaging, and conversion prompt into a narrow-screen experience.**

Brand contrast

Two brands, one conversion problem.

hrblock.com needed to serve a broad national audience with clear offers, recognizable trust signals, and practical next steps. Block Advisors had a more bespoke job: make expert tax help feel personal, private, and worth the premium while still moving people toward a matched advisor.

Keeping both in one case study shows the range of the role: agency art direction during campaign windows, hands-on in-season design, responsive layouts, conversion-path decisions, and the constant negotiation between brand expression and measurable business outcomes.