Two engines.
One sector.
Getting found online, and getting referred by the people families already trust. Seven channels across the two, all built specifically for NDIS and aged care.
Marketing an NDIS provider is a different job
Different to marketing a restaurant, a tradie or an ecommerce store. Four things change the work, and a generic playbook gets all four wrong.
Two audiences, one campaign
Participants and their families find you one way. Support coordinators and allied health professionals find you another. A campaign that talks to both the same way reaches neither well.
What you can say, and how you can say it
What you can claim about NDIS funding, what imagery you can use, how you position your services. Get it wrong and you look like every other provider. Get it badly wrong and you have a regulatory problem.
A provider in Penrith is not competing with one in Geelong
Budgets need to target the areas you actually serve, down to the suburb. Spraying across a state and hoping is how a small budget disappears without a single enquiry.
People searching are often having a hard week
A plan review that did not go well. A provider relationship that stopped working. A family member trying to work out what is even available. The marketing has to meet them there, with clarity and respect.
Fifteen years in sales and marketing, the last three and a half focused on NDIS and aged care. Every channel, every campaign and every page starts from that.
How you get found
Search, paid and content. The channels that reach people already looking for a provider.
NDIS SEO
Long-term visibility built for the searches your participants actually type. Suburb-level landing pages, Google Business Profile, and content that answers real questions before the phone call.
SEO is a long game. It builds value that keeps paying after you stop spending. If your website does not show up when someone searches "NDIS provider" and their suburb, you are invisible to everyone who starts there.
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NDIS Google Ads
Paid search aimed at real participant enquiries. Geo-targeted to the areas you serve, landing on pages built to convert, tracked by phone calls and form fills.
Ads are rented visibility. The moment you stop paying, you stop showing up. But they put you in front of people searching right now, and for providers who need enquiries this month, that matters.
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NDIS Social Media Ads
Meta campaigns that reach families and coordinators before they start searching. Real creative, tight geo-targeting, layered from engagement through to retargeting.
Google catches people who are already looking. Social earns attention from people who are not, which takes better creative and more patience.
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Email Marketing
Straight-talking sequences that keep your provider top of mind. Enquiry follow-ups written for families, referrer nurture written for coordinators, re-engagement for leads that went quiet.
Email only works if someone is on the list. Start with SEO or ads to build visibility, then use email to stay in front of the people who were not ready the first time.
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Social & Content
Real stories from your team. Content calendars built around actual staff and support workers. Platform-specific: LinkedIn for coordinators and referrers, Facebook and Instagram for families.
A big following that never enquires is a vanity metric with extra steps. I focus on the content that builds trust with the people who are actually considering you.
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How you get referred
Relationships and process. The channels that work before a search happens, and after the phone rings. This is the half a marketing plan usually leaves out.
Referrals & Partnerships
Support coordinator relationships, allied health and hospital discharge connections, and a system for staying in front of the people who recommend you.
A coordinator who trusts you will refer three families before lunch. No ad spend, and the highest conversion rate you have.
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Sales & Enquiry Process
Response time, intake conversations, follow-up rhythm and team coaching. Everything between the phone ringing and someone signing an agreement.
If your ads are working and your close rate is low, the fix is not more ads. This is where that gets sorted.
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One channel is a tactic. Two engines together is a system.
Providers usually start with one thing. An ad campaign, a website refresh, a social push. That is a fine place to start, but the channels do different jobs and they get stronger when they are connected.
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Ads deliver this month
Paid search puts you in front of people searching this week, which is what matters when the roster has gaps now.
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SEO compounds over months
It takes time, but once your pages rank every click is free, and the asset keeps paying after the ad spend stops.
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Email catches the "not yet"
Your list grows from the people who visited but were not ready, and stays in front of families and coordinators until the timing changes.
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Referrals close fastest
A recommendation from a coordinator or an OT arrives pre-trusted, which is why it converts better than anything you can buy.
Run together and each one makes the others stronger. Your ad traffic lands on an optimised page. Your social content reinforces the message someone saw in the ad. Your enquiry process turns all of it into signed agreements instead of missed calls. I run all seven, reported together, so you can see which is pulling its weight and which needs adjusting.
Managed Growth
Both engines run as one plan, reported in plain English, with one point of contact.
Run together, not side by side
Every channel planned against the same goal, so your ad traffic lands on an optimised page, your email list grows from the people who visited but were not ready, and the coordinators who already know you hear from you on a schedule.
See how Managed Growth works
Or start with one
Not every provider needs all seven from day one. If you only need one channel fixed, the pages above are a better fit than the whole engagement, and I will say so rather than sell you the bigger thing.
What I track
The numbers that move the business, rather than impressions and reach.
Enquiries, by channel
How many came in, which channel and which search term generated them, and how that compares to last month.
Cost per enquiry, against what it is worth
A cost per enquiry only means something next to what an enquiry is worth once it converts. The Google Ads page works that through with real figures.
Page-one rankings
For your target suburbs and your actual services, tracked over time so you can see the trajectory rather than a snapshot.
What is working and what is not
Written in plain language. If a channel is underperforming, the report says so and recommends a specific change.
What providers ask about NDIS marketing
How much should an NDIS provider spend on marketing?
It depends on the service, the geography, and how fast you want to move. A provider offering SIL in one region has a different budget profile to a provider offering community access across a metro area. As a starting point, enough to test one paid channel properly for three months, which for a local provider is typically $1,500 to $3,000 per month in ad spend plus management. If your budget is too low to get a meaningful read, I will tell you.
Do NDIS providers actually need SEO?
If you want families and coordinators to find you when they search, yes. "NDIS provider" plus a suburb, and "SIL vacancy" plus a suburb, are real searches with real intent behind them. If your website does not show up, someone else's does. SEO takes time to build, but the traffic it generates is free and compounds over months.
What marketing channels work best for NDIS providers?
There is no single best channel. Google Ads reach people who are actively searching right now. SEO builds visibility over time. Social builds trust before someone is ready to enquire. Email keeps you in front of leads who need more time. Referral partnerships often convert at the highest rate of all, with zero ad spend. The right mix depends on your services, your region, and where your current enquiries already come from.
Can I just do social media and skip the rest?
You can. But organic social reach is limited, and a following that never enquires is not worth much on its own. Social works best as one layer alongside search visibility and referral relationships. If budget is tight, I would usually start with one paid channel, ads or SEO, and add social once there is a foundation to build on.
How long before I see results?
It depends on the channel. Ads can put you in front of people searching this week. SEO typically takes three to six months to build meaningful rankings. Email and social are relationship channels that compound over time. I set expectations for each channel at the start and report honestly on progress each month.
Will you write the content for my website?
Yes. Every landing page, every ad, every email sequence. Written specifically for NDIS, in plain language, with real stories from your team wherever possible.
Not sure which channel to start with?
That is what the audit is for, and the audit is free.