H&R Block

Turning tax confusion into confidence.

Insight

One destination, all the answers.

A new job, a first house, a baby. Every life change quietly rewrites someone’s tax return. The questions stack up before, during, and long after filing season. And when tax laws shift, the questions start all over again.

For decades, H&R Block has led the tax-preparation category, bridging the gap between high-cost CPAs and do-it-yourself filing for millions of Americans. But its Tax Information Center, Help Center, and Newsroom, the very places people went for tax answers, were hard to navigate, visually disconnected from the brand, and not the SEO powerhouse the business needed. Chemistry had the answer.

IDEA

Rebuild the answer engine.

H&R Block tasked Chemistry to reimagine three connected experiences – the Tax Information Center, the Help Center, and the Newsroom – as one modern, cohesive, search-dominating resource hub. The goal was bigger than a redesign. We reintroduced H&R Block as what it truly is – the world leader in tax expertise.

Discovery before design.

We opened with dedicated stakeholder workshops, aligning on audiences, goals, and KPIs. From there, our UX, design, copy, and development teams audited the existing sites, analyzed traffic, researched the market, diagrammed user flows, and tested and validated solutions.

Wayfinding that matches how people think.

We rebuilt navigation around the way people actually search. The Tax Information Center organizes content into intuitive categories – Life Stages, Work, Taxes 101, Tax Breaks, and What’s New. The Newsroom gives media audiences fast paths to press releases, media assets, and more. The Help Center routes people to the right support – whether filing online, using tax software, or filing with a pro – with dedicated search that answers any tax question on the spot.

Content that scales as fast as tax law changes.

We built templated tax-filing guides so H&R Block can offer guidance for any situation and surfaced featured articles and videos in the hero to elevate important content.

One brand, end to end.

We redesigned everything using H&R Block’s new colors and design system, building scalable componentry that keeps the resource ecosystem cohesive as it grows.

Built to convert, not just inform.

Throughout the experience, we created easy paths into the filing flow to convert readers into customers.

Easy to run, engineered to evolve.

The hub runs allows H&R Block’s team to update content simply and intuitively.

IMPACT

Three sites. One experience. Less searching. More finding. More confidence. H&R Block became easier to use, easier to navigate, and easier to trust—turning a once-a-year relationship into one people can come back to all year long.

The platform also delivered on its biggest promise – scalability.

An expanded Newsroom, new video libraries, and new templates carry the system into 2026 and beyond. What began as a redesign became a durable, evolving answer engine.