0 %

INCREASE in organic traffic

0 %

REDUCTION in CPC

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%.

The Challenge

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

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.

  • 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.

The Approach

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.

“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
-

Platform Capabilities

What the automation platform handles

Every feature is designed around one principle: spend only where and when it will generate a lead.
Capability Channel Type
Historical performance tracking Search (SEM) Automated
Search intent by location & keyword Search (SEO + SEM) Automated
CPA & data warehouse sync Cross-channel Integrated
Expected organic performance Search (SEO) Automated
Lead pacing & budget reallocation Paid media Integrated

The Results

Exceeded the initial 20% improvement target — across every metric.

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

+ %
INCREASE in organic traffic
Monthly organic traffic skyrocketed by 158.8% from July 2024 to February 2025, achieving all time highs in organic traffic.
- %
REDUCTION in 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.
- %
INCREASE page 1 keywords
This uplift reflected both improved keyword rankings and a more user-focused site experience.
%
CONVERSION rate lift
Organic traffic conversions increased by 105%.

Additional outcomes

  • 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.

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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