Case Study: Tax Season Success for United Way of Orange County
Written by
Al Sefati
How We Helped United Way of Orange County Increase Leads with SEO and Paid Campaigns
At Clarity Digital, we believe strategy isn’t about checking boxes. It’s about aligning marketing execution with real business goals, especially when the window for results is short. That was the case when we partnered with United Way of Orange County to support their OCFreeTaxPrep.com program during the height of tax season.
Project: OC Free Tax Prep by United Way of Orange County
United Way of Orange County operates a free tax preparation service that supports low- to moderate-income households across the region. But the digital presence behind this vital program needed attention. The website had technical SEO issues, underperforming user experience, and lacked the clarity needed to quickly move visitors to action.
Meanwhile, previous campaigns hadn’t generated the volume or quality of leads needed to fully support community outreach efforts during the critical tax filing period.
Our Work: Website and Website Optimization
We began with a full audit of OCFreeTaxPrep.com, identifying opportunities to improve page speed, mobile responsiveness, and conversion flow. We implemented on-page SEO fixes, streamlined navigation, and ensured the site followed best practices for accessibility and local search intent.
These changes helped remove friction for users while improving organic visibility during a time when tax-related search activity peaks.
Targeted Paid Media Campaigns
Our media strategy was built around two core channels: paid search and paid social.
For paid search, we focused on high-intent keywords such as “free tax prep Orange County,” “file taxes for free,” “Volunteer Income Tax Assistance”, and “VITA near me.” Ads were tailored to capture urgency and trust, driving traffic to optimized landing pages.
For paid social, we launched bilingual campaigns on Facebook and Instagram, targeting households by ZIP code, income range, and past engagement behavior. Visuals were kept clear and action-oriented, emphasizing free services and deadlines.
Results and Impact
Compared to the previous tax season, United Way saw significant gains across every major metric:
Paid Search Performance (YoY Highlights)
Significantly increased lead volume through refined paid search strategy
Improved overall conversion rates by introducing micro conversions
Enhanced performance tracking and campaign insights across all search funnels
Paid Social Performance (YoY Highlights)
Drove strong growth in leads through optimized paid social campaigns
Boosted conversion rates by integrating native lead forms
Strengthened campaign efficiency through better creative and audience alignment
Key Strategic Improvements
Maximized budget efficiency across search and social channels
Executed a full omnichannel strategy, including display, search, retargeting, and Performance Max
Enhanced conversion tracking through advanced Google Tag Manager implementation
Added micro conversions to capture full-funnel activity and enable smarter remarketing
The site went from being a basic resource to a high-performing lead funnel, directly contributing to higher appointment volume and program participation.
Client Testimonial
“I have enjoyed working with Al on several projects including Google Ads, SEO, and Facebook Advertising. I appreciate his level of expertise and attention to details and his (team’s) ability to be flexibile and tweak and optimize campaigns as we examine reports together.” —Jessica Hinostroza, Senior Digital Manager, United Way (OC)
