NDIS marketing that combines SEO, Google Ads, websites and lead generation for providers, run as one monthly programme with reporting tied to enquiries. NDIS providers are our only clients.
NDIS marketing is different from generic marketing: three audiences (participants, families and support coordinators), a regulator with advertising rules, and a web audience for whom accessibility is a necessity. The ABS counts 5.5 million Australians (21.4%) living with disability, so a site that fails on contrast, screen readers or keyboard navigation turns away the very people it is meant to reach. We run the channels that reach all three audiences, compliantly, and report on enquiries rather than vanity metrics.
The NDIS reached 717,001 participants by 31 March 2025, and the provider market that serves them is crowded and largely unbranded. Almost nothing about it behaves like a normal consumer category. The person receiving the support is often not the person searching for it: a parent researches on a participant’s behalf, a support coordinator shortlists professionally, a hospital discharge planner needs a placement this week.
Each of those people searches with different words, trusts different signals and decides on different criteria. A coordinator wants service categories, regions and vacancy availability in ten seconds. A parent wants to feel that their son or daughter will be safe with you, which is a photography and plain-English problem, not a keyword one. In our experience running provider campaigns, the enquiry form is usually completed by someone other than the participant, so writing only to the participant quietly loses you leads.
Then there are the rules. The NDIS Code of Conduct binds registered and unregistered providers alike to act with honesty, integrity and transparency, and the NDIA controls how the NDIS name and logo appear in your material. That rules out the “NDIS approved”, guaranteed-outcome language generalist agencies reach for by default, sometimes after a complaint lands.
| Audience | How they search | What convinces them |
|---|---|---|
| Participants | Plain language, local, mobile | Accessibility, photos of real people, easy enquiry |
| Families & carers | Question searches, reviews | Trust signals, reviews, safety cues |
| Coordinators | Directories, shortlists, referrals | Clear categories, vacancies, fast response |
Most providers start with a website or SEO, then add channels as enquiries grow.
Every channel has a job. Most agencies sell you their favourite; this is how they actually compare.
| Channel | Time to first enquiries | Typical investment | Best for | Watch out for |
|---|---|---|---|---|
| Google Ads | Days | $1,000 to $2,500/mo spend + management | Vacancies to fill now | $8 to $12 clicks punish loose campaigns |
| SEO | 8 to 12 weeks, compounds after | Month-to-month | Cheapest enquiries long term | Anyone promising page one in 30 days |
| Coordinator outreach | 2 to 8 weeks | Inside Scale plans | SIL, SDA, coordination-led services | Generic brochures get deleted |
| Directories | Same week | Mostly free or low cost | Every provider, day one | Inconsistent details hurt local SEO |
| Social media | Months (trust channel) | Month-to-month or DIY | Being checked before enquiry | Almost nobody enquires from an ad |
Where to start depends on your provider type and urgency. The free growth plan tells you, with reasoning, even if the answer is “not us yet”.
No two provider types grow the same way. Pick your lane.
We rank you for the terms participants and coordinators search, and run compliant ads for enquiries you need now.
A clear, accessible website and consistent content that reassure participants, families and referrers.
Easy enquiry paths, every lead tracked to its source, and monthly reporting on booked participants.
From SIL vacancies in Sydney’s south-west to allied health caseloads, the programme is the same: own your catchment’s searches, reach its coordinators, convert its enquiries.
See the case studies →Results disclaimer: Figures and case studies shown are specific clients’ actual outcomes in their own circumstances, shared with their permission, and are provided as examples only. They are not a guarantee or prediction of results, and individual results vary. See our Disclaimer.
No single tactic wins on its own. Sustainable participant growth comes from a few channels working together, each doing the job it is best at. Here is how the pieces fit for an NDIS provider, and why we rarely recommend doing just one in isolation.
Your website is the hub every other channel points to. We build it accessible to WCAG standards, fast and SEO-ready, so it both earns rankings and turns visitors into enquiries. With one in five Australians living with disability, accessibility is not a nice-to-have on a disability site, it is the difference between a participant completing your enquiry form and giving up on it. A great ad or top ranking is wasted if it sends people to a site that does not build trust or make it easy to get in touch.
Most participants, families and coordinators search locally, and a large share of those searches return the map pack before anything else. We optimise your Google Business Profile, build consistent citations and create suburb-level pages so you show up where local decisions are actually made.
When you need enquiries now, tightly targeted Google Ads put your services in front of people actively searching, in days rather than months. We treat ads as the fast channel that buys you time while SEO and content compound, then lower your reliance on paid spend over time.
Coordinators and families almost always check you out before they refer or choose. Helpful content and a credible, consistent social presence are often the difference between being shortlisted and being skipped, especially in a sector where trust carries more weight than price.
A large share of placements, especially in SIL and support coordination, still come through a support coordinator who already knows the participant. Inbound marketing brings you the cold enquiries; warm referrals come from coordinators who trust you. We help you reach those coordinators directly and keep your vacancies in front of them, so you are not dependent on any single source of enquiries.
Everything is measured against what actually matters, qualified enquiries and cost per enquiry, not clicks or impressions. You always know which channels are working, what each is costing, and where the next dollar is best spent.
Most providers invest between $1,500 and $4,000 per month depending on services, location and competition. Website projects are quoted, or are bundled into 6 to 12 month growth plans. As a sanity check, one SIL participant can represent $100,000+ a year in plan funding.
Yes. Providers are our whole client list, which is why we already know your participants, referrers and the compliance rules other agencies miss. We also cap clients per region so we never compete against our own clients.
If you need enquiries this month, Google Ads. If you want the cheapest enquiries long term, SEO. If your website does not convert, fix that first. Your free growth plan tells you which applies, with reasoning.
Yes. The NDIS Code of Conduct applies to registered and unregistered providers alike and requires honesty, integrity and transparency: no pressuring participants, no claiming to be “NDIS approved” or “NDIS endorsed”, and no guaranteed-outcome promises. The NDIA also controls how the NDIS name and logo appear. Within those rules you can advertise freely, and every campaign we run is built to stay inside them.
A specialist reviews your website, rankings, Google Business Profile and local competitors, then sends a short written plan: where your next enquiries can come from, in what order, at what cost. No obligation, and you keep the plan either way.
No, but generic marketing will not cut through. With 717,001 participants as at March 2025 and a large, mostly unbranded provider field, demand is real and most competitors market poorly. The opening is to own your specific catchment and service categories rather than chase the whole country, which is exactly what the free growth plan maps for you.
No. Strategy, content and campaign management are done by our team, and every new client’s first strategy session is led by our founder.
A specialist reviews your marketing and maps where your next participants will come from. No pressure, no lock-in, and you keep the plan either way.
A specialist reviews your visibility against the providers competing in your catchment, and sends a written growth plan within two business days. You keep it either way.