Is your website still NDIS ready?

esthetoscope and laptop suggesting website health check

As disability services providers started to transition from block funding to individual NDIS plans, there was an immediate need to create new or update existing websites to reflect NDIS services. For many organisations, that was over a year ago, even longer if you were part of an NDIS pilot. So now is a great time to review your website. During this time you’ve been busy adapting your business to meet the demands of the NDIS, streamlining back office functions to maintain financial viability and meeting the needs and wants of the people you support. Over this transition period your organisation and services have changed. But have you reflected these changes on your website? If the answer is no, then you can use our website health check tool to see if you need to update your website.

But, before you do a website health check and go ahead and update your website it’s important to think about your website’s purpose, your strategy and its maintenance.

Purpose

The number one mistake we see with websites is that when organisations develop their website they focus on making it look amazing and having lots of features; but forget that the text and the way you help the reader navigate your website are vitally important in getting them to connect to your organisation. Connection is vitally important – it’s the difference between them contacting you or seeking help elsewhere. So just listing your services isn’t enough. It’s important to remember that you’re not Amazon, you’re not selling commodities, and you’re main selling point isn’t price – you provide services that support people. Your website needs to communicate what makes your organisation special:

  • what your organisation is trying to achieve (mission, vision and values)
  • how you go about doing it (outputs)
  • how the incredible work you do with the people helps them (outcomes)

As part of CBB’s support of the community sector, we offer non-profit organisations a free, 30-minute review of their website. Alternatively, you can use our website health check tool.

Strategy

Who are the key stakeholders and target segments identified in your strategy – your website needs to appeal to them! Are they: the person that will receive your support, their family or carers, or key referrers (support coordinators, government)?  Each stakeholder group will have different questions that they want your website to answer or may need the same information to be displayed in a different way (e.g. plain English or through graphics and images) to allow them to connect with you.

Your website needs to be tied back to your organisation’s strategy and objectives. The recently published ‘How is the disability sector faring?’ * stated that 10% of disability service providers plan to add new services. If this is you, these new services need to be promoted front and centre on your website, not be hidden away under two levels of menus. Similarly if you are one of the 75% of providers running at a loss, which services do you want to promote on your website to ensure you can continue to serve people into the future?

Maintenance

Can you easily update your website yourself?  If not, it may be time to upgrade your website to a platform where you can. Not only can you instantly make changes, but with so little room in the NDIS price list for overheads, do you really want to be spending money on specialists when you can train any member of staff to update your own website? Also, decide who will be responsible for managing your blog. Will you have one person writing all the articles or numerous people with one administrator and make sure you have a strategy in place to maximise your blog’s ROI.

If you want to discuss how to make a simpler, smart website that reflects your value and the incredible work you do, you can book a free 30 minute consult here, view our approach to developing websites or use our website health check tool.

References * Carey, et al. 2018 ‘How is the Disability Sector Faring?’ A report from National Disability Services’ Annual Market Survey, Centre for Social Impact, UNSW Sydney can be accessed here

Tom Rippon
Marketing Consultant
Email: trippon@cbb.com.au
Phone: 1300 763 505


Planning for future success

Whilst there’s still work to do this financial year, an eye needs to be cast forward to next financial year – in particular developing your marketing budget.

But, before you can develop a budget, you need to have your marketing strategy in place, and any existing marketing strategy needs to be reviewed, challenged and redeveloped. This will allow you to create a marketing plan and budget based on strategic objectives and outcomes:

  • Improving your return on investment and your effort
  • Be fully justifiable, increasing your chances of approval
  • Provide rationale and focus for all your efforts. So as new opportunities arise, you can assess if they are on strategy.  Making it easy to discard some and focus on opportunities that may present a better investment than those in your current plan.  For tips on assessing advertising opportunities read ‘Deal or Dud?…’.

Strategy

Not every organisation’s strategic process will be the same, but here are some things that should be considered in every strategy

  • First of all, forget the 4Ps (product, place, promotion and price) for the moment. Whilst this is vital in developing your tactics, you need to look beyond these at first and understand the market and your audience.
  • Your marketing strategy needs to tie into your organisational strategy. What’s the organisation’s goals and mission? What outputs (financial) and outcomes (impact) does it want to achieve and how can your marketing strategy achieve these?
  • What is happening in the market – what changes have there been in the last twelve months and what changes are likely to happen in the next two years? What are your competitors doing?  What threats and opportunities do these changes bring?
  • Who are your audience and what are their needs and wants? Don’t limit yourself to looking at your existing clients, understand the whole audience so you can create unique segments and build new business.

Once you’ve considered all the factors relevant to your organisation, you can develop your marketing strategy.  Make sure you’ve covered which segment(s) of the audience you’ll target, your positioning to each segment and what your objectives are.

Tip:  Whilst your working document will be many pages summarise it in one or two pages – this will be a powerful tool to keep the whole business and your efforts on track. 

Tactics and budget

With your strategy complete it’s time to develop your marketing plan and look at the 4Ps (product, place, promotion and price).  Analysing these against your strategy will allow you to create an effective marketing plan that:

  • Ensures current services and business practices meet the needs and wants of customers, allowing you to make adjustments as necessary or add new services to your organisation’s portfolio.
  • Ensures you reach the right audience at the right time with information that is relevant to them.
  • Allows you to create a marketing budget where you only allocate a budget line to activities that achieve an objective in your strategy, rather than just repeating what you did last year.

Tip: Make sure your plan helps you achieve short and long term success. It’s much easier to get your message through to someone who already has a connection with your brand.  Make sure you include activities to connect people to your brand and your mission. Whilst this will yield a lower return on investment short term, in the future it will make your marketing efforts more effective.

If you need help creating your strategy, marketing plan or budget, get in touch with our marketing consulting team via marketingteam@cbb.com.au or book a free 30-minute consult.

Tom Rippon
Marketing Consultant
Email: trippon@cbb.com.au
Phone: 1300 763 505


Blogs are important, improve your ROI

Content marketing is an excellent way of explaining to people why you do what you do. One of the simplest ways to start is with a blog. A website blog has numerous benefits, it:blogging

  • helps you connect your organisation to people;
  • improves your website’s search engine optimisation and search engine ranking;
  • increases traffic to your website and keeps people coming back;
  • positions your organisation as an industry leader;
  • allows people to get to know individuals within your organisation; and
  • informs people that you are keeping up with today’s issues and the information on your website is up to date and regularly refreshed

Continue reading…


Free tools to make your website accessible for everyone

When thinking about accessibility, we mainly think about people with a disability being able to navigate our website. This is an important focus but providing a better user experience is important not only for users with a disability but for everyone.Accessible website

Thinking more broadly about making your website’s content accessible in multiple ways, to suit a broader audience, can help you to accommodate everyone’s needs.

Changing the page structure, thinking about terminology, improving readability, labelling images correctly, or even something as simple as making it easier for your readers to share one of your blog posts or pages are good improvements.

Your website should also work for older and younger users, non-English speaking users and people with a temporary impairment. It might sound strange, but someone with a fuzzy head from a hangover or the flu who is trying to use a site will also benefit from it being more accessible.

At Community Business Bureau, we use accessibility tools on our own website and on websites we have developed for our clients. They are free and easy to install so you don’t need a web developer in-house. With basic web management knowledge, you can do it all by yourself!  Here they are: Continue reading…


Thinking for Change part two – finding inspiration

Welcome to the second in our series on different ways to think about marketing. Last time we looked at a simple technique to help you find new opportunities by playing with the rulesfinding inspiration
This month it’s a short blog, with a simple message – one of the best ways to grow your marketing muscle is to develop your understanding of people.

Reading and watching widely across all of the humanities can really help to level up your marketing mind – after all, marketing is really about people and design. Understand more about how people tick and you’ll be better placed to work with marketing’s mechanics to create value for the humans you care about.

Here’s two of my favourite sources: Continue reading…


Marketing dashboards: know your numbers or you’ll fail

“Know your numbers, or you’ll fail”

These were some words of advice I received during my first week as a marketer.

marketing dashboards on a computer screenWorking in a big business, I had a large budget to access market research and analytical tools to dissect the data. When it came to measuring marketing results, the possibilities were endless.

But what can you measure without those resources? Quite a lot! The most important thing is to choose what to measure. In this article I’ll help you get to know your numbers, by creating a simple marketing dashboard to keep track of whether your marketing strategy is working. It’s all about making your data work smarter, not harder.

Making a marketing dashboard

Continue reading…


Thinking for a change part one – playing with the rules

  • thinking for a changeChange is the only constant.
  • Innovate or die.
  • Fortune favours the bold.

No doubt you’ve heard all of these before. They’re noble sentiments, but ultimately a bit useless when you find yourself confronted with a very real, very turbulent, and very unpredictable 300ft giant tsunami of change.

Think about a time when you’ve been faced with change as scary as that. Perhaps you’re in this position right now. Are you feeling bold, or burnt-out? Inventive, or introverted? Ready for change, or desperately clinging to whatever constant you can find in the chaos? Continue reading…


Top 5 marketing insights from NDIS rollout

Over the past 12 months we’ve provided support for marketing strategy and planning to over 25 organisations working through NDIS transition. We’ve viewed the disability marketplace from many different perspectives, and seen the various approaches organisations are taking to NDIS. Whilst the landscape is changing rapidly, there are some general principles that seem to be holding true, so here’s our top five insights to guide marketing strategy in the NDIS. Continue reading…


Move your mission forward: measure your marketing!

Welcome to the second in our series marketing and value. In December’s issue of Foreword, we explored marketing maths and revealed how, with a few quick sums and a bit of common sense, it’s easy to spot value for money marketing activities.

But of course value of money is not the whole picture. As a purpose-driven not-for-profit, your bottom line needs to deliver on your mission as well. This month we’ll look at how to measure the value of marketing activities towards your mission. Continue reading…


Deal, or Dud? How to pick the ripest, most valuable marketing opportunities

You’re sitting at your desk. In front of you are two proposals for marketing activities – one to sponsor an expo, and another to advertise your services in your local paper. They both look like great deals, but you can only afford to do one….

So how do you pick a winner?

Over the next few issues of Foreword I’ll let you in on my special formula to detect the ripest marketing opportunities. By checking your maths, your mission and measurement, the fit between medium and message, and your audience’s mindset in the moment you can pick a winner every time.

This month – it’s maths, so… grab a calculator! Continue reading…