Why I Wrote This Guide
I spent 4.5 years working inside an NDIS provider — Adelphi Living in Perth — across operations, marketing, and technology. In that time, I saw firsthand how difficult it is for providers to build visibility in a sector where the rules are different, the decision-making process is complex, and the language you use genuinely matters.
Most marketing advice doesn’t translate directly to the NDIS. Generic strategies miss the nuances of how people find and choose providers — and they often use language that doesn’t align with person-centred practice.
This guide covers what actually works for NDIS provider marketing in Perth, based on real experience inside the sector.
Understanding the NDIS Participant Journey
Before spending money on marketing, it’s worth understanding how people actually find and choose NDIS providers. The journey is rarely linear, and it involves more decision-makers than most industries.
How people find providers
People looking for NDIS services in Perth typically discover providers through:
- Support coordinators — often the primary referral source, especially for participants with complex needs
- Google searches — participants, families, and carers searching for specific services in their area
- NDIS Provider Finder — the official NDIA directory, though its usefulness varies
- Word of mouth — recommendations from other participants, families, or community groups
- Community organisations — disability advocacy groups, local area coordinators (LACs), and community health services
- Social media — particularly Facebook groups for NDIS participants and families in Perth
Who’s involved in the decision
Unlike most industries where there’s one buyer, NDIS provider selection can involve:
- The participant themselves
- Family members or informal supports
- Support coordinators or plan managers
- Allied health professionals making recommendations
- Local area coordinators
Your marketing needs to resonate with all of these people, not just one of them. A support coordinator assessing your website has different questions than a family member searching for respite options. Both need to find what they’re looking for quickly and clearly.
Marketing Channels That Work for NDIS Providers
Your Website
Your website is the foundation of everything else. When a support coordinator Googles your organisation, when a family member clicks through from a search result, when someone sees your name at a community event and looks you up later — they all land on your website.
For NDIS providers, a good website needs to:
- Clearly explain your services — what you offer, who you support, and where you operate
- Use person-centred language — talk about the people you support with dignity and respect, not as revenue or referrals
- Make it easy to get started — a clear pathway for enquiries, whether that’s a phone call, form, or email
- Demonstrate credibility — your registration status, team qualifications, testimonials (with consent), and any accreditations
- Be accessible — WCAG compliance isn’t just good practice, it’s essential when your audience includes people with disability
If your current website isn’t doing these things well, a free audit is a practical starting point to identify what needs attention.
For a deeper look at how we approach NDIS provider marketing, including website builds and SEO, that page covers the specifics.
Local SEO and Google Business Profile
For many Perth NDIS providers, local SEO is the highest-return marketing activity available. When someone searches “NDIS support worker Joondalup” or “disability support services Rockingham,” you want to appear in both the map pack and the organic results.
Key actions:
- Claim and fully optimise your Google Business Profile — accurate categories, service descriptions, operating hours, service areas, and photos
- Build location-specific pages on your website — if you serve multiple areas across Perth, create dedicated pages for each major suburb or region
- Collect Google reviews — genuine reviews from participants and families (with their consent) are one of the strongest local ranking signals
- Ensure consistent NAP — your business name, address, and phone number should be identical across your website, Google Business Profile, directories, and social profiles
Content and SEO
Creating helpful content that answers real questions people have about NDIS services is one of the most sustainable ways to build visibility. This isn’t about churning out keyword-stuffed blog posts — it’s about genuinely useful information that positions your organisation as knowledgeable and trustworthy.
Content ideas that work for NDIS providers:
- Guides explaining specific NDIS services in plain language
- Information about how to access services in specific Perth suburbs or regions
- Resources for families navigating the NDIS for the first time
- Updates on NDIS changes that affect participants in Western Australia
- Stories about your team and their expertise (with appropriate consent)
Each piece of quality content is a potential entry point — someone searching for information finds your guide, sees that you know what you’re talking about, and reaches out when they’re ready.
Google Ads
Google Ads can be an effective channel for NDIS providers, but it requires careful execution. A few considerations specific to the sector:
What works:
- Targeting specific service + location combinations (e.g., “NDIS occupational therapy Fremantle”)
- Landing pages that match the ad’s promise and make enquiry straightforward
- Focusing on high-intent keywords where someone is actively looking for a provider
What to watch out for:
- Broad NDIS keywords can be expensive and attract irrelevant clicks (people looking for NDIS plan information, not providers)
- Ad copy must remain compliant — avoid making promises about outcomes or using language that could be seen as exploitative
- Conversion tracking is essential — if you’re not tracking which ads lead to genuine enquiries, you’re flying blind
If you’re considering Google Ads but aren’t sure where to start, it’s worth exploring how AI and automation tools can help with campaign management and lead tracking without adding administrative burden to your team.
Support Coordinator Outreach
Support coordinators are often the single most important referral source for NDIS providers. Building genuine relationships with coordinators in your area is marketing in the truest sense — it’s just not digital.
Practical approaches:
- Attend NDIS networking events in Perth — industry meetups, NDS events, and local disability sector gatherings are where coordinators meet providers
- Create a provider profile one-pager — a clean, concise document that coordinators can keep on file with your services, areas, availability, and contact details
- Be easy to work with — coordinators refer to providers who respond quickly, communicate clearly, and deliver on what they promise. Your reputation is your best marketing
- Keep your website coordinator-friendly — a dedicated section or page that helps coordinators quickly assess whether you’re the right fit for the person they’re supporting
Social Media
Social media plays a different role in NDIS marketing than it does in most industries. It’s less about advertising and more about community presence, trust-building, and staying visible to families and coordinators who follow you.
Facebook is generally the most relevant platform for Perth NDIS providers. A consistent posting schedule — sharing team updates, community involvement, and useful information — keeps you visible without requiring a large budget.
Avoid using social media to make claims about outcomes or share participant information without proper consent. The NDIS Code of Conduct applies to your social media presence just as much as your website.
NDIS Code of Conduct in Marketing
This is where NDIS marketing genuinely differs from other industries, and it’s not optional.
The NDIS Code of Conduct requires that providers:
- Act with respect for individual rights to freedom of expression, self-determination, and decision-making
- Communicate in a way that is respectful, honest, and free from misleading claims
- Respect the privacy of people with disability
- Not use language that is dehumanising, patronising, or that treats people as commodities
In practical marketing terms, this means:
- Person-centred language — say “people we support” or “participants who choose our services,” not “clients we acquire” or “converting leads”
- No outcome guarantees — you can describe your approach and expertise, but don’t promise specific results for individuals
- Consent for all stories and images — if you’re sharing a participant’s story or photo, informed consent is essential, not just a formality
- Honest representation — don’t overstate your capacity, qualifications, or experience. If you’re a new provider, own it — new doesn’t mean incapable
- Avoid fear-based messaging — don’t use language that implies negative consequences of not choosing your services
Getting this right isn’t just about compliance — it’s about building a brand that people trust, which is ultimately what drives sustainable growth in the sector.
How Much Should You Spend on Marketing?
Marketing budgets for NDIS providers vary significantly based on size, growth goals, and how established you are. Here’s a general framework for Perth providers.
New providers (first 1–2 years)
If you’re a newer provider still building visibility, expect to invest more upfront:
- Website build: $3,000–$6,000 for a purpose-built, SEO-optimised site
- Monthly SEO and content: $1,000–$2,500/month
- Google Ads (optional): $500–$2,000/month in ad spend plus management
- Networking and outreach: Time investment, minimal direct cost
Established providers
Once you have a solid website and some organic visibility, ongoing costs typically settle to:
- Website maintenance and hosting: $100–$300/month
- Ongoing SEO and content: $1,000–$2,000/month
- Google Ads (if running): $500–$3,000/month depending on scale
- Social media management: $500–$1,500/month if outsourced
The key is measuring what’s working. Track where your enquiries come from, calculate the cost per genuine enquiry for each channel, and shift budget toward what delivers results.
Common Mistakes in NDIS Marketing
Having been inside the sector, these are the patterns I see most often:
- Treating it like any other industry — generic marketing advice misses the compliance requirements, the multi-stakeholder decision process, and the language expectations
- Neglecting support coordinator relationships — you can have the best website in Perth, but if coordinators don’t know you exist or can’t easily assess your services, you’re missing a major referral channel
- Using commercial language about people with disability — this damages trust with participants, families, and coordinators, and it can put you offside with the NDIS Quality and Safeguards Commission
- No online presence beyond social media — a Facebook page is not a substitute for a website. Coordinators and families expect to find a professional website when they search for you
- Ignoring local SEO — NDIS services are inherently local. If you’re not appearing in searches for your services in the Perth suburbs you actually cover, you’re invisible to the people looking for you
- Set-and-forget websites — a website that hasn’t been updated since launch signals to everyone — Google, coordinators, and families — that the business may not be actively operating
Frequently Asked Questions
How do I market my NDIS provider business?
Start with a professional website that clearly explains your services, locations, and how people can get started. From there, focus on Google Business Profile optimisation, local SEO, building relationships with support coordinators, and — if budget allows — Google Ads for high-intent search terms. The most effective NDIS marketing combines online visibility with genuine community presence and referral networks.
Is NDIS marketing different from regular marketing?
Yes, in several important ways. NDIS marketing must comply with the NDIS Code of Conduct, which means person-centred language, no misleading claims, and respect for the dignity and autonomy of people with disability. The decision-making process is also different — participants, families, support coordinators, and plan managers may all be involved in choosing a provider. Your marketing needs to speak to all of these audiences.
Can NDIS providers use Google Ads?
Yes, NDIS providers can use Google Ads, and it can be an effective channel for reaching people actively searching for services. However, you need to be thoughtful about targeting, ad copy, and landing pages. Avoid commercial or clinical language — focus on the support you provide and how people can connect with you. Be aware that some NDIS-related keywords can be competitive and expensive, so start with specific service and location combinations.
How much should an NDIS provider spend on marketing?
There’s no single answer, but most small to mid-sized NDIS providers in Perth spend between $1,000 and $5,000 per month across all marketing activities — including website maintenance, SEO, Google Ads, and content. Newer providers may need to invest more upfront to build visibility. The key is tracking what’s working and adjusting spend based on which channels are actually generating enquiries.
How do support coordinators find NDIS providers?
Support coordinators typically find providers through their professional networks, Google searches, the NDIS Provider Finder, industry events, and direct outreach from providers. Having a clear, professional website and an up-to-date Google Business Profile makes it significantly easier for coordinators to find you, assess your services, and refer people to you with confidence.
Where to Start
If you’re an NDIS provider in Perth and you’re not sure where your marketing currently stands, start with the basics. A clear assessment of your website, your Google presence, and your referral pathways will tell you where to focus first.
You can request a free audit to get a straightforward view of your online presence, or get in touch directly if you’d prefer to have a conversation about your specific situation.