Case 01
How strategic repositioning and website rebrand contributed to 213% YoY lead growth
Research-driven repositioning and website rebrand that expanded TaxDome’s appeal from solo practitioners to larger accounting firms.
Results
+20%
ICP-qualified leads after repositioning
2–3×
more demo bookings from key product pages
~80%
YoY growth in homepage demo bookings
+213%
YoY US lead growth across broader marketing initiatives, to which my work contributed
I received the Product Growth Impact award for this work.
The challenge
TaxDome had built its website and messaging around solo practitioners, while larger accounting firms represented an opportunity to expand into a new customer segment and grow revenue. However, the existing buyer journey did not clearly communicate the platform’s value for larger teams or address their concerns around security, integrations, and migration.
My goal was to translate these buyer needs into sharper positioning and a website experience that could attract more ICP-qualified leads.
Key decisions
Customer interviews, website and funnel analytics, and competitor research revealed three barriers to winning larger firms.
From features to business value
Larger firms needed to see how TaxDome could support their entire operation, not just individual tasks. I repositioned it as an end-to-end platform and translated this value proposition into clearer messaging and dedicated pages for different cluster pages (e.g. Client management).
From security concerns to trust
Since accounting firms handle sensitive financial and client data, security was critical to the buying decision. I made security information more prominent and launched a Trust Center.
From buying uncertainty to a clearer path forward
Larger firms usually had software in place and worried about transferring data safely without disrupting operations. I addressed this through website content highlighting migration plans, paid onboarding, and client support.
What changed
I translated these insights into website messaging, dedicated pages for different firm sizes, and conversion-focused content. I coordinated a cross-functional team of 10 to deliver the changes.
Samples
6 linksHow I measured the results
I tracked company size through HubSpot forms, compared ICP and non-ICP lead share before and after repositioning, reviewed lead quality with Sales weekly, and analyzed the pages visited before demo bookings.