Scaling with Care: How CareMaster Boosted Visibility & Doubled Conversions

CareMaster, an Australian SaaS provider for the community care sector, found itself hitting a growth plateau in a fiercely competitive NDIS software market. By embracing a data-driven, people-first approach that encompassed comprehensive SEO reforms, refined paid campaigns, and strategic content enhancements. CareMaster experienced a dramatic 158.8% surge in organic traffic, doubled demo conversions from paid channels, and slashed their cost-per-click by 72%.

INCREASE in organic traffic

INCREASE page 1 keywords

REDUCTION in CPC

About CareMaster

CareMaster is an Australian company specialising in cloud-based software solutions tailored for NDIS service providers, aged care, and community transport organisations. Founded in 2012 and headquartered in Thornton, New South Wales, CareMaster is dedicated to empowering the community care sector with innovative SaaS offerings.

Their platform streamlines service delivery, enhances compliance, and improves operational efficiency, enabling providers to focus on delivering quality care. With a commitment to user-friendly design and robust functionality, CareMaster stands out as a leader in the Australian healthcare software industry.

The Challenge

CareMaster faced several challenges that necessitated a strategic overhaul of their digital marketing efforts:

Stagnant Growth: Despite previous marketing initiatives, CareMaster’s growth targets were not being met, indicating a plateau in reaching new clients and expanding market share.
Diminishing Returns from Current Agency: The existing agency’s strategies had become less effective over time, lacking innovation and failing to adapt to the evolving market landscape. This resulted in a suboptimal return on investment, with costs outweighing the outcomes.
Competitive Pressure: Competitors like ShiftCare were gaining traction with more dynamic and engaging marketing approaches, highlighting the need for CareMaster to differentiate itself and reclaim its competitive edge.

To address these challenges, CareMaster sought a revitalised digital marketing strategy that would not only meet, but exceed their growth objectives, leveraging innovative tactics to reinvigorate their brand presence in the NDIS software market.

“Hand on heart would recommend you guys. You’ve done an exceptional job and been super supportive throughout. What you supply, and how you go through your processes, has probably been the most valuable to me. You’ve made me feel supported, and honestly, I can’t fault you with anything. It’s just been really, really great.” – Lachlan Stevens, Marketing Manager

The Strategy

To break free from stagnant growth and rising competition, CareMaster needed a sharper, more strategic digital presence. Guided by the principle of “Accessible Relevance”, we focused on reaching the right people with the right message, at the right moment.

Market & Competitor Awareness

We identified rising demand for NDIS software and pinpointed key content gaps. Competitor analysis revealed tactical opportunities to strengthen CareMaster’s visibility and positioning.

Full-Funnel Focus

We mapped key actions to each stage of the funnel:

Awareness: Built visibility through educational content and social media activity.
Consideration: Improved site experience and content to match user intent.
Conversion: Optimised paid and organic channels to drive high-intent leads.

User-Centric Thinking

Using search behaviour insights, we shaped content and messaging around provider needs like rostering, compliance, and service delivery, and improved on-site experience to boost trust and engagement.

Strong Technical & Data Foundations

We improved site performance and tracking infrastructure to unlock better analytics, campaign performance, and decision-making.

Collaboration That Lasts

We worked closely with CareMaster’s internal team through hands-on training and transparent communication, ensuring sustainable momentum beyond agency delivery.

The Solution

Translating strategy into execution required coordinated efforts across SEO, paid advertising, content creation, and technical optimisation:

Content & Website Improvements

We addressed key content gaps by creating new service pages and refining existing ones to reflect what providers were actually searching for. This helped capture more qualified traffic while elevating CareMaster’s authority in the space.

Technical Enhancements

We resolved site speed and indexing issues uncovered during our audit, helping search engines better understand and rank the site. Backlink outreach supported trust signals and organic visibility.

Smarter Paid Media

We restructured Google Ads and LinkedIn campaigns to focus on relevant audiences like NDIS decision-makers and care organisation execs. By tightening targeting, updating messaging, and eliminating waste, we doubled conversions and cut CPC by 72%.

Conversion & Analytics Optimisation

Improved tracking and lead attribution gave us clear visibility into what was working, allowing us to adapt quickly and channel budget toward the highest-performing segments.

Enabling Internal Success

Beyond delivery, we empowered CareMaster’s team through collaborative WIPs and documentation, giving them the tools to manage campaigns and scale success independently.

By marrying a people-first content approach with robust technical foundations and full-funnel paid tactics, we transformed CareMaster’s digital presence. This made it easier to reach the right audience at the right time, whether they’re discovering NDIS software solutions for the first time or actively evaluating vendors.

The Results

INCREASE in organic traffic

INCREASE page 1 keywords

REDUCTION in CPC

CareMaster’s revitalised digital marketing and SEO strategy yielded significant gains in  visibility, traffic, and conversions.

Organic Traffic Surge

Monthly organic traffic skyrocketed by 158.8% from July 2024 to February 2025, achieving all time highs in organic traffic.
This uplift reflected both improved keyword rankings and a more user-focused site experience.

Keyword Ranking Breakthrough

Total ranking keywords increased by 48% overall.
Keywords on page 1 increased by 220% overall with keywords in high-value positions (Position 1–3) grew by 200%, with positions 4–10 up by 226%.
Lower-tier ranks (51+) shrank by 13%, indicating that many “deep” keywords moved into more prominent search positions faster, and new keywords started ranking in higher positions.

Stronger Demo Conversions

Organic traffic conversions increased by 105%.
Paid traffic conversions doubled.
Overall demo form completions grew by 75%, validating the combined impact of SEO, paid campaigns, and improved site navigation.

Reduced Paid CPC

Through refined targeting, negative keywords, and more relevant ad copy, the cost-per-click on paid campaigns decreased by 72%, allowing CareMaster to reinvest savings into further growth initiatives.

By uniting strategic planning, thorough execution, and ongoing collaboration, CareMaster overcame growth barriers and reclaimed its competitive edge in the NDIS software market.

The combination of SEO, targeted paid campaigns, and a robust content strategy not only increased visibility and lead quality but also laid a foundation for sustainable, long-term growth. With an empowered internal team, stronger brand authority, and data-driven insights steering future decisions, CareMaster is positioned to continue thriving, delivering innovative solutions to more community care providers across Australia.

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