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September 29, 2023

5 min read

How important it is for NDIS providers to differentiate themselves and stand out


Working in a social impact role is rewarding and inspiring, but often quite challenging. Over the last decade, the importance of social impact has come to the fore, with greater emphasis now placed on achieving Environmental, Governance and Social goals (ESG).

Don’t forget the ’S’ in ESG!

At the recent Regional Australia Institute National Summit, there was discussion about how the ‘S’ is often forgotten, perhaps because it’s the most difficult, but definitely the most impactful. Individuals and companies shy away from the ‘S’ because they fear getting things wrong. At the risk of stealing and repurposing an old adage, isn’t it better to have tried and failed than to never have tried at all?

NeonLogic has a commitment to making a social impact and has worked with many not-for-profit, government and commercial organisations who do too.

In that context, it is sobering to reflect on some Australian and New Zealand disability statistics.

Did you know that one in five, or 4.4. million, Australians1 and one in four, New Zealanders are estimated to have a disability.

9 in 10 school age children with a disability go to school2.

1 in 10 people aged 15 years+ with a disability experienced disability discrimination in the last year2.

38% of people aged 15-64 with a disability receive a government payment as their main source of income2.

53% of people aged 15-64 years with a disability are participating in the labour force. In New Zealand 41.5 percent of disabled 15–64-year-olds were employed, compared with 80.4 percent of non-disabled people in the same age group.

More than a decade ago, the Productivity Commission3 reported to Government and stated that the disability support system was underfunded, unfair, fragmented and inefficient. The Commission went on to say that the system gave people with disability little choice, no certainty of access to appropriate supports and little scope to participate in the community.

Over the last year, the news has been full of stories about how the NDIS is rapidly expanding, placing budget pressures on the Government.

Released today, the Final Report of the Royal Commission into Violence, Abuse, Neglect and Exploitation of People with Disability4, summates that many people with disability experience isolation, violence, neglect, maltreatment, discrimination and stigma as well as chronic health issues. For many, they have limited educational and employment opportunities and don’t feel connected to their community. The Final Report has made 222 recommendations on how to improve laws, policies, structures and practices to ensure a more inclusive and just society that supports the independence of people with disability and their right to live free from violence, abuse, neglect and exploitation4.

Today, there are now 610,502 Australians accessing the National Disability Insurance Scheme2.  There are 17,589 children receiving support through the NDIS early childhood approach, and 391,141 Australians are being supported for the first time2.

In New Zealand, Whaikaha – Ministry of Disabled People is a relatively new ministry set up in partnership with the community and Māori to transform the lives of many New Zealanders. New Zealand is the first country in the world to have a dedicated Ministry for Disabled people.

Showcase your unique values

To meet the demand for a broad range of support services, there are more than 18,000 NDIS service providers in Australia who provide a range of services and support across the country. In such a multi-provider environment like this, how do you showcase your unique values and attributes to attract the clients and staff you need to succeed?

This is something you may need help to do.

Your website is your virtual front door

Consider your website as the virtual front door to your service. It should be welcoming, friendly and engaging with clear information provided in an accessible way. If it doesn’t provide a good first impression, chances are potential clients will be clicking on to the next provider in their Search engine and going elsewhere.

We know the majority of people do their research about service providers online, and that when they do this research, they are highly motivated to engage with a service and start a relationship. The people doing this research range from future clients themselves, but also extend to family members, friends and supporters.

When did you last update or refresh the design, content and user experience of your website? I bet the answer for many of you is, that you haven’t reviewed it for quite some time. It’s one of those things you often put on the back burner, something to do “when things slow down”. Well, things probably aren’t going to slow down and you really need to make sure you differentiate yourself from your competitors.

Other questions you should ponder include:
  • Is your website up-to-date with information about the services you offer?
  • Does it reflect your values and commitment to customer service?
  • Does the site navigation make sense to users?
  • Finally, when did you last stop and think about how you can improve your online presence and brand?

Again, for many of you, the answer will be, a long time ago. In years gone by, brand and marketing were seen as discretionary and “nice to do”. Things have changed, and they are now essential if you want to attract new clients and grow!

NeonLogic can help by analysing your site analytics to determine trends and the most valuable information that is accessed. We can then work with you to refresh your brand and make sure it is contemporary, appealing and reflective of your values.

We can help map the touch points for NDIS participants, to ensure your site navigation is simple and that the content helps visitors choose your service over another one.

Understanding your customer touch points and optimising these to reach your clients is essential and NeonLogic has lots of experience in doing just that.

This is a link to get in touch, because by combining our passion for making a social impact and marketing expertise with your NDIS service, we will achieve results.


Survey of Disability, Aging and Carers 2018, Australian Bureau of Statistics

People with disability in Australia, Australian Institute of Health & Wellbeing, 2022

National Disability Insurance Agency

Final Report of the Royal Commission into Violence, Abuse, Neglect and Exploitation of People with Disability, 2023


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