Case study
Capability Support Services
From a New Website to Page 1 Across South East Queensland
Sector
Allied health and NDIS
Market
South East Queensland
Services
SEO and email marketing
Audience
Participants, families and referrers
+42%
More Google clicks a month
Average a month
1.6X
Better Google position
Average position
Page 1
for NDIS Provider Brisbane
Google search
167K+
Emails delivered
Over the campaign
About the client
About Capability Support Services
Capability Support Services is a specialist allied health and NDIS provider based on the Gold Coast. Its practitioners deliver occupational therapy, Positive Behaviour Support, psychology and speech pathology, working as one team so each person’s supports fit together.
Capability serves families right across South East Queensland, from the Gold Coast and Brisbane to Ipswich, Toowoomba, Caboolture and the Sunshine Coast. Support happens where people live, work and spend their days, with telehealth for those who need it.
Its work centres on people: NDIS participants, the families who stand beside them, and the support coordinators and referrers who trust Capability with the people they support. The organisation is growing, with a clear aim to reach more families across the region, including those in rural and outreach areas. Capability is also a Telstra Best of Business Awards finalist.
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Inside
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Capability
in pictures
Starting point
Where Capability Started
Capability was already known to the families and referrers who had worked with it. The next step was to be found by everyone else.
Together with Capability’s team, we started with the foundations: a new website, logo, site content and Google Business Profile, built so each service had a clear home online. Over almost two years we built on them, one service and one town at a time.
Goals
What Capability Wanted From Search and Email
- Rank the new website for NDIS, occupational therapy, PBS, psychology and speech pathology searches on the Gold Coast.
- Reach the same searches in the towns and cities around it, from Brisbane and Ipswich to Toowoomba and Caboolture.
- Give every service and every key location its own page, so Google could match each search to the right one.
- Stay in touch with participants, families and referrers through regular email, so every new enquiry heard back.
The challenge
Ready to Be Found Beyond Word of Mouth
Capability was ready to be found by more families searching online, not only those who heard about it from someone they trust. In allied health and NDIS, that means standing out in searches shared with plenty of other practices across South East Queensland.
People also search in shorthand. They type “ot ipswich”, not “occupational therapy services”, and “pbs gold coast” rather than Positive Behaviour Support in full. The opportunity was to meet those searches in the words people actually use.
Then there’s the size of the region. Capability supports families from the Gold Coast to Toowoomba and Caboolture, and someone in each of those places is looking for a provider close to them. Each of those searches deserved a page of its own.
Strategy
The Strategy Behind the Results
Build on a site made for search
A new website, brand and Google Business Profile, set up so every service had a clear home from day one.
One page for every service and place
Around 20 landing pages, each written for a real search: a service, a location, or both.
Give people more to find
Blogs, service booklets and flyers, service videos, internal links and metas that tie the pages together.
Keep the conversation going
Email outreach campaigns, with the website's enquiry forms connected so every new contact could hear from Capability.
What we did
What We Did, Phase by Phase
Months 1 to 2
Phase 1 · Foundation
A new website, logo and site content, plus a Google Business Profile set up from scratch.
From month 3
Phase 2 · SEO landing pages
Around 20 landing pages for the searches that matter. Occupational therapy pages for the Gold Coast, Brisbane, Ipswich, Toowoomba, Caboolture and Hope Island. Psychologist Brisbane and NDIS Psychologist Brisbane. Speech Pathologist Gold Coast and Positive Behaviour Support. And NDIS Provider pages for the Gold Coast, Brisbane, Sunshine Coast, Ipswich and Caboolture.
From month 4
Phase 3 · Email outreach campaigns
Email outreach campaigns, with the website’s enquiry forms connected so every new contact could hear from Capability.
Across the campaign
Phase 4 · Content and authority
Blogs, service booklets and flyers, and service videos. Google Business Profile optimisation, internal linking and meta updates across the site.
Results over time
How the Rankings Moved
Average clicks a month
Average Google position
In nine months
4,000+
Clicks from Google
In nine months
485,000+
Google impressions
Google search
Page 1
for NDIS Provider Brisbane
This year
21 > 41
Keywords on page one of Google
Clicks from Google climbed in every period we measured: 418 a month, then 470, then 593. That’s 42% more clicks a month.
Average position moved the same way, from #50.1 to #38.5 to #31.8. That’s a 1.6X better average position.
In nine months the site earned more than 4,000 clicks from Google and showed up in search more than 485,000 times.
Keywords
Where Capability Ranks
| Keyword | Best result | Google appearances a month |
|---|---|---|
| ndis provider brisbane | Page 1 | 1,800+ |
| ndis provider gold coast | Top 3 | 290 |
| positive behaviour support gold coast | Top 2 | 200 |
| ot ipswich | Page 1 | 110 |
| ot caboolture | #2 | 110 |
| ndis behaviour support practitioner gold coast | Top 3 | 75 |
| ndis ot gold coast | Top 3 | 65 |
| pbs gold coast | #1 | 20 |
Business outcome
What It Meant for the Business
Rankings matter because of who’s searching. Someone typing “ndis provider brisbane” or “ndis provider gold coast” is usually a participant, a family member or a support coordinator looking for help now.
Every keyword in the table above reached page 1 of Google, and six of the eight reached the top 3.
More visibility means more people reaching the service pages where they can book or make a referral. Monthly clicks from Google grew from 440 in the first full month we measured to 621 in the last, a 41% lift.
Email marketing
Email That Kept Capability Front of Mind
Search brings new people in. Email keeps Capability in front of the people who already know it: participants, families and the referrers who send clients its way.
Working with Capability’s team, we ran email outreach campaigns, with the website’s enquiry forms connected so every new contact could hear from Capability. Year on year, the number of emails delivered grew 8.5X.
Over the campaign, more than 167,000 emails reached inboxes and were opened more than 44,900 times. That’s a 26.8% open rate.
167,000+
Emails delivered
44,900+
Emails opened
26.8%
Open rate
8.5X
More emails delivered, year on year
AI search proof
TBD
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Figures are rounded and some are estimates. Search results change, and every business starts from a different place, so your results will vary.
