Project Description

Has your accountant ever made a mistake on your tax return?

Before meeting my former client, Pat Roberts of Robert’s Accounting, I didn’t realize how common tax errors are.

The reason for tax mistakes is two-fold:

First, the majority of accounts rely on tax software that does not correct for human error.

Second, using software means accountants don’t have to rely as much on their own knowledge of the tax codes, which can increase the chance of errors.

For Pat, this created a big problem because when accountants make mistakes, everyone — including the client and the firm — loses money.

To correct for this issue, Pat created TaxExact — the first tax verification tool that eliminates errors and dramatically reduces review time.

To get it into the hands of tax accountants everywhere, Matt Olpinski of Matthew’s Design Co hired me to help him create the landing page that would drive awareness, educate visitors, and ultimately, get them to sign up for the TaxExact waitlist.

Step 1: Customer Research & Strategy

In order to fully understand the problem and the customers who would be using this kind of software, I started out with a strategy workshop where I asked Pat and Matt questions like…

  • Who is the customer?
  • How will they find this landing page?
  • How likely are they to take action?
  • What are their pain points?
  • What would motivate them to sign up?
  • What’s holding them back from signing up right now?
  • And more!

Knowing the answers to these types of questions gives me a clearer idea of the audience I’m trying to communicate with, and how I need to structure the page and copy in order to persuade them to take the desired action.

I also conducted a series of customer interviews so I could not only understand the problem from the perspective of a potential customer, but to also get a sense of how they think, what drives them, what kind of language they use, and more.

From there, I put together an Insights Report, which outlined our customer and everything we learned about this person during the previous steps, including a description of our target persona:

From there, it was time to transform our learnings and insights into a landing page that would educate and convert visitors.

Step 2: Information Architecture

Using the insights from the first phase of our project, my next step was putting together the Information Architecture, which is essentially a content wireframe for the page.

While creating the architecture, I was combining customer data with conversion best practices, persuasion techniques, and proven psychological principles, ensuring the page would be as effective as possible.

Once the wireframe was completed, it was easy for Matt, who was leading design, to start on a rough version of the page, as he already had all of the core components laid out ahead of time.