Three options. Only one actually works for your business.
Paediatric and adult are two practices. NDIS, Medicare, private health are three billing streams. Most websites collapse it all.
Most speech pathology clinics share one website between completely different patient journeys: a parent searching 'speech delay 2 year old' or 'autism assessment NDIS', a school looking for a literacy specialist, an adult post-stroke patient referred through a hospital aphasia team, an aged-care facility looking for dysphagia screening, a singer with a voice problem. Bundling them onto one home page costs all of them. The clinics that grow split the libraries cleanly (paediatric early intervention on one URL tree, school-age literacy on another, adult neuro on a third, voice and dysphagia on a fourth), surface the SPA-member CPSP credentials properly, separate the NDIS-registered-vs-self-managed pathways on every page, and run the Google Ads on the long-tail searches where Medicare and NDIS funding sits behind the click. None of which the principal speech pathologist has time to do at 8pm after a full day of sessions and report-writing.
Good speech pathology marketing is three things, in this order: a population-plus-suburb page library that wins long-tail searches like 'paediatric speech therapist Newtown', 'NDIS early intervention Marrickville' and 'aphasia rehab Sydney', a clear NDIS-and-Medicare funding page that explains plan-managed vs self-managed vs agency-managed pathways and how the clinic handles each, and a fully populated Google Business Profile with the right primary category, the full population list and SPA-CPSP-member language baked in. The clinics that grow do exactly this; the rest rely on word-of-mouth and watch new NDIS plans go to the clinic up the road that owns the local search.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the populations and funding streams you actually want to grow (paediatric early intervention NDIS, school-age literacy private, adult aphasia post-discharge, dysphagia for aged care) rather than chasing every speech-pathology enquiry. Briefs the other agents so the population pages, the NDIS-and-Medicare long-tail ads, the consented case-study content and the referrer outreach all push the right family to the right page.
Imports your existing site and splits the population libraries onto separate URL trees (paediatric / school-age / adult neuro / voice / dysphagia). Ships a page for every population in every suburb you serve, with CPSP credentials and Hanen / PROMPT / Lidcombe specialisations surfaced. Builds a clear NDIS-and-Medicare-funding explainer page and a referrer page for GPs, paediatricians and schools.
Owns whether you appear in the map pack for 'speech pathologist near me' and the population-specific long tail ('NDIS speech therapist [suburb]', 'autism assessment [suburb]', 'aphasia rehab Sydney'). Complete Google Business Profile with the right primary category, MedicalClinic schema, internal links from suburb to population pages, and the title-protection language (CPSP, SPA-member) baked in. Auto-applies low-risk fixes.
Runs Google Ads on the high-intent NDIS-and-Medicare long-tail searches inside your service area, with separate ad sets per population so a parent searching 'speech delay 3 year old' doesn't land on an aphasia page. A small Meta retargeting layer catches the consideration-stage browser. Spend follows the new-NDIS-plan-review calendar so you're loud during quarterly plan-review windows when families are choosing providers.
Posts consented therapy clips and population-specific psychoeducation in your real accounts: a 60-second Hanen-with-a-parent clip (consented), a Lidcombe-Program stuttering explainer, an adult post-stroke milestone, a 90-second 'when should you get a speech assessment for your child' walkthrough. Per-piece consent gated for any patient-identifying content. You approve every draft, agent learns your voice and your hard nos in the first week.
Drafts the long-form pieces families search for before they book: 'speech delay vs language delay, what's the difference', 'how does NDIS fund early intervention speech therapy', 'aphasia recovery timeline after stroke', 'when should you consider AAC for your child'. Two a month, in your voice, that pull consideration-stage search and double as parent and family handouts in the clinic.
Your first 30 days.
- Site imported, hosting bill cancelled (Halaxy / Splose stays)
- Population-and-funding growth plan delivered by Sam
- Population libraries split onto separate URL trees
- Three population pages (early intervention, autism assessment, aphasia) indexed
- NDIS funding explainer page live with plan-managed vs self-managed pathways
- Google Business Profile flipped to 'Speech pathologist', CPSP credentials surfaced
- Referrer page live for local GPs, paediatricians and schools
- First fortnight of consented clinical content queued in your voice
The speech pathology clinics that grow run the NDIS-plan-review calendar as their marketing calendar: loud during the quarterly windows when families are shopping for the next year's providers, with population pages that match the exact wording on the plan, and a referrer pipeline of GPs, paediatricians and schools that hand the practice's one-pager to families before the family even Googles. The clinics that don't grow rely on word-of-mouth, write reports on Sunday, and wonder why the new NDIS plans are going to the clinic up the road.
Agencies are too dear to actually run the population-page library and the NDIS long-tail ads for $3k a month, and most of them have never heard of a CPSP. Tools are cheap but the early-intervention page never gets built and the NDIS-funding explainer stays a paragraph. In-House is the third option: for $299 a month the agents ship the population pages, run the long-tail Google Ads, post the consented clinical content, and keep the SPA-member credentials current. You stay in the driver's seat, two taps to approve between sessions.