Overview
Role: Content Designer
Team: Content Design + Visual Design + Marketing + Web + Research
Intuit Accountants offers tax professionals a range of products and services to help them manage their practice, from tax preparation software to advisory solutions.
I partnered with visual design and cross-functional teams to rethink the homepage experience. I wrote the page copy and CTAs and helped shape the content hierarchy, creating a clearer path for tax professionals to understand Intuit’s offerings and find solutions that fit their needs.
Challenge
With multiple products, services, and resources to communicate, the homepage needed to provide enough information to help tax professionals make decisions without overwhelming them.
The content needed to connect these offerings into a cohesive story while giving customers clear paths to explore what was most relevant to their practice.
Creating a clearer content hierarchy
I helped shape the page hierarchy around what customers needed to understand first, then used the copy and CTAs to guide them toward more detailed information.
Rather than giving every product and message equal weight, we created a progression from broader customer benefits to specific solutions and resources. This made the page easier to scan while giving customers multiple ways to continue exploring.
Leading with customer value
Throughout the page, I focused the messaging on what tax professionals could accomplish rather than simply describing product capabilities.
Headlines like “Revolutionize your tax workflow” connected Intuit’s solutions to broader customer needs, while supporting copy provided the context customers needed to understand how those solutions could help their practice.
This approach also informed the CTAs. I worked to make each next step clear and relevant to the content around it, helping customers move deeper into the experience based on their needs.
Supporting different paths
Not every customer comes to the homepage looking for the same thing. Some may be ready to explore a product, while others are still learning about their options.
I wrote and structured content to support those different stages, connecting customers with products, services, and educational resources without forcing everyone down the same path.
This allowed the homepage to work as more than a product showcase. It became an entry point into the broader Intuit Accountants experience.
Refining the experience
As the experience evolved, insights helped us identify opportunities to improve how information was prioritized and presented.
I used those learnings alongside feedback from my cross-functional partners to refine the content hierarchy and messaging, keeping the experience focused on the information customers needed to make their next decision.
Making benefits tangible
As customers moved deeper into the page, the content became more specific while continuing to lead with customer value.
Messaging such as “Unlock more time with a fully digital workflow” translated product capabilities into a more immediate benefit for tax professionals. Supporting copy could then explain how Intuit’s solutions helped deliver that benefit.
This benefit-first approach helped create consistency across the page, even as the content moved between different products and solutions.
Final experience
The final homepage brought the messaging, hierarchy, and CTAs together into one connected experience.
From the opening value proposition to individual products and resources, the content gives tax professionals clear paths to explore Intuit’s offerings based on what they need.
Results
With more than 1 million annual visits, even small improvements to the homepage could have a meaningful impact. Following the redesign, the main CTA click-through rate increased from 0.346% to 0.715% year over year, more than doubling.
The increase showed that the new experience was doing a better job of guiding customers toward their next step. Clearer content hierarchy, benefit-focused messaging, and more intentional CTAs worked together with the visual design to create stronger paths into the product experience.