Intuit
Crafting a compelling on-boarding to create SEO-friendly profiles
How I leveraged content testing to capture a 62% opt-in rate and build search-optimized profiles.
Role & duration
Content Designer
4 months
Tools
Usertesting.com
Methods
User research
UX writing
Content hierarchy
Overview
TurboTax Verified Pro is a pioneering, dual-sided marketplace launched in the 2023 tax year, designed to connect local tax pros with new clients.
I collaborated with the research, marketing and legal teams to collect permissions and build search-optimized business profiles.
Goal
Collect info and permissions required to rank in organic search results.
Tax clients search for local pros through sites like Google and Yelp, according to our market research.
To create public profiles that could rank in organic search results, we needed the pro's permission to share info like last name, business hours, address, and phone number.
Challenge
Add new, "Marketing Tools" navigation link
How might we encourage the most pros to give info and permission?
I was directed to add new questions to an existing milestone and recommend a new title for the navigation link.
What does "marketing" mean to tax pros?
Internally, we referred to this milestone as "Marketing Tools."
I wondered, what does "marketing tools," mean?
Which words motivate them?
Because the tax pro would access this section in the on-boarding and the dashboard, it had to have a title that encouraged them to select it, and clearly set expectations of what's behind that click.
Process
Step 1: Create a first draft
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Identify crucial elements
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What do we need to create the Profile Page?
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What permissions do we need for SEO?
Step 2: Validate the design
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Shared a survey with 25 tax pros
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Conducted 8 User Interviews to learn how tax pros think and speak about marketing
Step 3: Revise and launch
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Lead with the benefits
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Boost visibility to new clients
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Let Intuit do the marketing for you
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Develop a content hierarchy to logically group questions based on the benefits
Copy test and user interviews
I produced three options of the navigation link to share with tax pros in our user interviews and a survey.
"Attract new clients," and "Grow your business," were phrases adapted from top-of-funnel messaging provided by the Sales Team.
I included, "Marketing tools," to better understand how tax pros feel and interpret this phrase.
Insights
Marketing is, "terrifying"
Many tax pros expressed that “marketing” is specialty knowledge they just don’t have.
I wanted to be careful with words that might be meaningless to our tax pros.
Not only is "marketing," meaningless, it provoked fear and uncertainty.
"I'm here for new clients"
Tax pros wanted new clients, but didn’t know how to market themselves.
Tax pros turned to Verified Pro for a partnership where Intuit would handle the marketing.
I had a clear opportunity to reinforce this compelling messaging.
Solution
I proposed "Attract new clients," for the milestone and navigation link.
By leading with the benefit, we encouraged tax pros to start and complete this step.
We took the opportunity to reinforce this message in the headings, questions, and subheadings, to create context and clearly express the benefit of giving permission and info.
Results
We reached a 62% opt-in rate by crafting an intake form that spoke to the tax pro's goals in their words.
A year later, organic search traffic shot up from 0.1% to a staggering 37%. Verified Pros have served over 22,000 new clients and continue to rank high in organic search results.
In retrospect
Verified Pro galvanized how TurboTax designs and markets it's Full Service tax service.
Following the success of Verified Pro, I joined the Full Service team to create similar expert profiles.
Early data shows a 50% increase to franchise conversion over the previous years' performance.
