Heller Tax - Revenue Doubled and 30% Increase in Conversions
Revenue doubled with ongoing optimization, and conversions increased by 30% with a website redesign
Heller Consultants is a property tax reduction firm serving homeowners and commercial properties in Nassau and Suffolk counties on Long Island, New York.
Owner Adam Heller has been in business for 18 years, and partnered with SiteTuners to update his firm’s digital presence and increase lead generation.
SiteTuners redesigned the website to increase engagment and conversions while managing ongoing SEO and PPC campaigns.
Company
Type of project
SEO management PPC campaign management
Results
30% increase in conversions with a website redesign, and a 100% rise in revenue over a four-year ongoing optimization engagement
Over the last four years, I have been using SiteTuners who has doubled my revenue, doubled the amount of leads in business that we’ve done. And last year we launched a new website designed by SiteTuners to increase CTA and increase conversions and since that time, our business has been up another 30% year over year.
Overview
Despite a strong track record, owner Adam Heller recognized the website could generate more leads and conversions.
Over a four-year partnership, SiteTuners worked with Heller Consultants on ongoing optimization that doubled revenue and leads.
In 2025, they launched a complete website redesign focused on increasing CTAs and conversions, resulting in an additional 30% year-over-year business increase.
The Positive Impact of Ongoing Optimization
Big results come from small consistent changes:
This partnership that started four years ago, includes regular strategy sessions to drive continuous improvement. This commitment to ongoing optimization compounds results over time, with each incremental improvement building on previous successes.
“I meet with them once a week, and just making the website a little bit better here and there, and over time, these small changes make a big difference,” Adam explained.
The Continuous Loop of Building Upon Data-driven CRO:
Understanding the knowledge and expectations of your visitors is crucial to designing an effective upstream marketing strategy, and the actual website experience.
SiteTuners was able to combine Adam Heller’s intimate knowledge of his visitors with data-driven strategies allowed us to prioritize the high-impact pages.
By continuing this process (as opposed to a one-time project), SiteTuners and Heller Tax Grievance was able to build upon our knowledge and wins to continuously improve conversion rates and visitor satisfaction.
SEO and PPC Services:
Beyond website design, SiteTuners manages Heller Consultants’ SEO and Google PPC campaigns. Managing this allowed SiteTuners to fine-tune the upstream messaging, and design for the expectations of visitors after they clicked on a link or ad.
CRO of Heller’s website and landing pages generates more leads and customers, while reducing the overall customer acquisition cost.
The Website Redesign Strategy
Consistent CTA presentation
All call-to-actions were updated to the same color scheme, creating visual consistency that informed and guided users toward their desired actions.
Trust Bar Implementation
We added a trust bar to the homepage to immediately increase credibility. The trust bar included their Google review rating, accreditation, a guarantee and social proof statement. The trust bar communicates that Heller is competent to deliver a solution and is an authority.
Interactive Results Map
To quickly get the point across right away that Heller is the leader in the tax grievance business, we created an interactive map that immediately establishes market leadership and builds visitor confidence. It emphasizes the average savings made by homeowners in each of the areas the company serves over the previous 5 years.
Why CRO is Critical to a Website Redesign
A modern website design can directly improve trust and engagement through the aesthetics alone.
But, a new contemporary looking website without CRO can also fail if it doesn’t meet the expectations and needs to your users.
The website redesign focused on both aesthetics and functionality. The foundation of the website was based on strategic, easily discoverable CTAs, intuitive designs and interactions that met the user’s needs and desires; and produced a stronger bottom-line for Heller Tax Grievance.
Application Process Optimization
Better Form Design Through Clarification and Persuasion
Usually, less is more when it comes to forms, but sometimes you have to add more to help your users feel confident in taking action.
Throughout the page, best practices were applied to control the visual attention of your visitors. Through visual relationships and messaging, the primary use of aesthetics was as an organizational tool, and to enhance and/or manipulate visual emphasis. Focus was placed on actions that prompted the visitor to navigate forward toward their goal.
Not only does the page title explain the purpose and benefit of the page, it also matches the upstream messaging.
The form is well-defined and visually stands out. The form headline and sub-headline clearly explain the action of the page (what the user wants, what you are asking the visitor to do, and what specifically is going to happen within the action block). The call-to-action button specifically describes what will happens next, and what is going to happen after interacting with this form.
It is always important that all supporting information does not visually compete with any of the main content, and only relates to the main content. On the application page, the supporting advantages and trust is specific the county of the form application.
Results
With revenue doubling over four years, and a 30% increase in conversions year-over-year, Heller Consultants’ success demonstrates the impact of a comprehensive conversion rate optimization (CRO) strategy.
The combination of strategic website design, ongoing optimization, and integrated SEO and PPC management transformed Heller Consultants’ digital presence and increased their business growth.
Over the four-year partnership with SiteTuners: