Turning high-traffic content into a stronger path to conversion
Role: Content Strategist / Writer
Contribution: Content strategy
Collaboration: Content, SEO
Focus: Simplifying complex tax information + creating useful, findable content
The Challenge
TurboTax’s blog attracted significant search traffic, creating an opportunity to turn readers into customers.
The question was: What was preventing people from moving from reading to taking action?
My Approach
I conducted usability research across competitor blogs and existing TurboTax pages to identify opportunities to improve the reading and navigation experience.
I focused on reducing friction around:
- Finding relevant articles
- Understanding what an article was about before opening it
- Navigating longer articles
- Moving from content toward the next action
The Work
I translated the research into a working prototype, developing the wireframes, design, and content myself.
The proposed experience gave readers more information at the point of choice, including article category and reading time, and introduced a table of contents so readers could move directly to the information most relevant to them.
I presented the prototype and research to the team, creating a practical blueprint that could be carried forward into implementation.
The Outcome
A dedicated design team was subsequently assembled and implemented the blog experience based on the research, content, and design recommendations.
Key Takeaway
Content can attract the audience, but experience design determines what they do next.
