Three options. Only one actually works for your business.
The cloth nappy sale is won in the third trimester, not after baby is home.
Nappy-service customers are made eight weeks before baby is born, not after. By the time a new parent is at home with a 6-week-old, they have already committed to a brand of disposables and the daily mental load of trying cloth feels insurmountable. The window to convert them was in the third trimester, when they were antenatal-class-and-Pinterest-deep and actually open to the idea of weekly cloth-nappy collect-wash-deliver as the obvious answer. The services that fill their weekly routes are not the ones running the prettiest Instagram. They are the ones with a dedicated page for 'cloth nappy service Sydney', a council-rebate co-promo with the City of Sydney and Inner West Council that gives the parent $150 off the starter kit, and a referral pipeline from antenatal classes, women's-health physios, lactation consultants and private midwives who all know the founder by name. The eco-curious parent at 32 weeks pregnant searches 'cloth nappy delivery service', lands on a Modern Cloth Nappies of Australia retail page about flat-nappies-vs-pocket-nappies, and never finds the local service that would have collected, washed and delivered for the same weekly cost as a Coles disposables run.
Good nappy-service marketing is three things, in this order: a separate page for every product (weekly subscription, starter kit, per-load wash, adult-incontinence round) so a third-trimester parent searching 'cloth nappy delivery service Sydney' lands on a page about your weekly subscription (not your bedwetting round), a council Nappies-Rebate page for every LGA where your delivery route overlaps a rebate scheme so the parent in the City of Sydney sees '$150 off your starter kit, thanks to the Nappies-Rebate' on the front page, and a referral pipeline from antenatal classes, hypnobirthing instructors, private midwives, lactation consultants and women's-health physios who already see the third-trimester parent every week. The services that run the weekly van at 95 percent capacity are doing exactly this. The ones at 60 percent are still pointing every visitor at a generic 'why cloth' explainer.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around the third-trimester window and the council rebate calendar: a permanent Meta layer targeting 27-42-week pregnant women in your delivery zones, a council-rebate co-promo cycle keyed to which LGAs in your route run the rebate (Sydney, Inner West, Melbourne, Hobart, Adelaide), and an antenatal-and-women's-health referral program for the third-trimester pipeline. Briefs the other agents so the service pages, the rebate landing pages, the route photos and the referral emails all push toward filling the under-subscribed delivery zones.
Imports your existing site so you stop paying Shopify plus a Wordpress hosting fee, and ships a separate page for every service (weekly subscription, starter kit, per-load wash, adult round, bedwetting round) and every delivery zone (each LGA in your route). Adds the council Nappies-Rebate pre-filled on every applicable page, the cost-comparison-against-disposables table, the starter-kit content list and the 'first month free' guarantee. Updates delivery-zone capacity weekly so 'currently accepting' is never out of date.
Owns whether your Australian Nappy Network membership, council-rebate participation and cloth-vs-disposables comparison actually show up in search. Adds the rating and memberships to the Google Business Profile, structures the services list around weekly-subscription/starter-kit/adult-round categories, ships LocalBusiness and Product schema on every service page, and earns review prompts from every subscriber after their first month. Auto-applies the low-risk fixes.
Runs a permanent Meta layer targeting 27-42-week pregnant women in council-rebate-eligible suburbs with the rebate amount in the copy, plus Google search ads on 'cloth nappy service [suburb]', 'reusable nappy delivery [suburb]' and 'modern cloth nappy laundry [suburb]'. Adds a separate Meta layer targeting carers of post-stroke and post-surgery family members in your route for the adult-incontinence round. Drops the spend on zones that fill, lifts it on zones that don't.
Turns every consented route, soak-bucket, drying-line and starter-kit-pack photo into a post in your real accounts: a 5:30am van-loading Reel, a wash-cycle behind-the-scenes carousel, a council-rebate explainer story, a customer-thank-you with the avoided-landfill stat. Builds the trust signal that converts the 32-week-pregnant parent who has been quietly stalking your grid since their hypnobirthing instructor recommended you.
Drafts the long-form pieces that catch parents before they commit to disposables and the referral-pipeline emails that earn the antenatal-class introductions: 'cloth nappy weekly subscription cost vs Coles disposables', 'how the Inner West Council Nappies-Rebate works in 2026', 'cloth nappy systems explained: pocket vs all-in-one vs all-in-two', plus referral-introduction emails for antenatal-class educators, hypnobirthing instructors, lactation consultants and women's-health physios. Two parent-facing drafts a month plus six referral-introduction emails a quarter.
Your first 30 days.
- Per-service and per-LGA delivery-zone pages indexed and ranking on 'cloth nappy service [suburb]' and 'reusable nappy delivery [suburb]' long-tail searches
- Annual plan organised around the third-trimester pipeline plus the council-rebate co-promo calendar, delivered by Sam
- Council Nappies-Rebate landing pages live for every LGA in your route that runs a scheme, with the rebate amount pre-filled
- Cost-comparison-against-disposables table and 'first month free' guarantee live on every service page
- Permanent Meta layer running on 27-42-week pregnant women in council-rebate suburbs plus Google search ads on 'cloth nappy service [suburb]'
- Australian Nappy Network and Modern Cloth Nappy Australia membership badges surfaced sitewide
- Route-photo library running three times a week from the 5:30am-van-loading, soak-bucket, drying-line and starter-kit-pack feed you upload
- Adult-incontinence round page live with carer-targeted copy plus a separate Meta layer targeting carers in your route
- Referral-introduction emails sent to the antenatal-class educators, hypnobirthing instructors, private midwives, lactation consultants and women's-health physios in your delivery zones
The cloth-nappy decision is made eight weeks before baby is born, not after. The new parent who would have loved your weekly collect-wash-deliver round is at week 32 of pregnancy right now, googling 'cloth nappy delivery service Sydney', landing on a Modern Cloth Nappies retail explainer, and quietly defaulting to disposables because nobody named the third-trimester window for her. The marketing work is the per-service page library, the council-rebate co-promo pages, the antenatal and women's-health referral pipeline, and the relentless surfacing of the cost-vs-disposables comparison on every page she might land on.
Agencies are too dear to actually run a per-LGA rebate page library and the antenatal referral pipeline for $3.5k a month for a small cloth nappy service. Tools are cheap but the council-rebate page you mean to ship for the City of Melbourne is still in Google Docs in November. In-House is the third option: for $299 a month the agents ship the service pages, run the third-trimester Meta layer, post the route photos, draft the rebate landing pages, and send the antenatal-clinic referral emails. You stay in the driver's seat, two taps to approve between wash cycles. Fill the van, not the spreadsheet.