You've worked hard to build your NDIS service. The last thing you want is an AHPRA complaint because of a word on your website.
The good news: writing AHPRA-compliant content doesn't mean boring content. It doesn't mean hiding what you offer or sounding like a government form. It just means being accurate, avoiding unsubstantiated claims, and describing your services — not rating them.
This post covers what AHPRA actually requires, which words to remove from your site today, and how to rewrite common problem phrases so they're compliant without losing their SEO value.
Important: This post provides general information about AHPRA advertising guidelines as they apply to NDIS provider websites. It is not legal advice. If you have specific compliance concerns, we recommend consulting AHPRA directly or seeking advice from a health law professional.
Who does AHPRA cover?
AHPRA's advertising guidelines apply to registered health practitioners — including occupational therapists, psychologists, physiotherapists, and others who work in the NDIS space. If you're an NDIS provider who employs or engages registered practitioners, your website content about those services falls under AHPRA's guidelines.
Even if you're not a registered practitioner yourself, it's worth applying AHPRA's principles to all your NDIS content. The NDIS Quality and Safeguards Commission has its own advertising expectations, and many of the same principles apply.
The core rule: no unsubstantiated claims
AHPRA's primary concern is advertising that could mislead the public. The most common violations fall into three categories:
Comparative claims — saying you're better, more experienced, or more qualified than others without evidence. Words like "best," "most experienced," and "leading" fall here.
Guaranteed outcomes — promising that a service will achieve a specific result. "Guaranteed to help you implement your plan" or "you will see results within 30 days" are examples.
Testimonials with health outcomes — participant testimonials that reference their condition, diagnosis, or the outcomes they achieved through your service.
Words to remove from your NDIS website
❌ Avoid these words
✓ Use these instead
How to rewrite common problem phrases
Here's how to take typical NDIS website copy and make it compliant without losing its meaning or SEO value:
| ❌ Non-compliant | ✓ Compliant alternative |
|---|---|
| Perth's best SIL provider | A SIL provider in Perth specialising in... |
| Guaranteed to fill your SIL vacancy | Our goal is to assist providers in reducing vacancy periods through targeted SEO |
| Our support coordinators will fix your NDIS plan | Our support coordinators assist participants to understand and implement their NDIS plans |
| Leading NDIS provider in Perth | An NDIS provider in Perth with experience in SIL, SDA, and Support Coordination |
| Proven results for NDIS participants | We use evidence-informed strategies to assist participants to achieve their plan goals |
| We'll transform your NDIS journey | We aim to assist participants to get more from their NDIS plan |
What about testimonials?
Testimonials are one of the trickiest areas. AHPRA prohibits testimonials that reference a health outcome — meaning a participant saying "my health improved" or "my anxiety is so much better" would be a violation.
General service testimonials are in a grey area and depend on the nature of your registration and services. If you include testimonials, keep them focused on the experience of working with you — not health or disability outcomes — and never include participant names or identifying details without explicit consent.
When in doubt, leave testimonials off until you've got clarity on your specific obligations.
Does compliance affect SEO?
This is the question we get most often, and the honest answer is: no, not in any meaningful way.
SEO rankings are driven by relevance, authority, and technical factors — not by whether you use the word "best." You can rank well for "NDIS Support Coordinator Perth" with entirely AHPRA-compliant content. The keywords that matter for SEO are service names, suburb names, and participant-intent phrases — none of which are on AHPRA's list of problematic terms.
Factual, specific, well-structured content tends to rank well and tends to be AHPRA-compliant. The two goals are more aligned than most providers expect.
Quick audit: Do a Ctrl+F (or Cmd+F) search on your website for the words "best," "guaranteed," "leading," and "proven." If any appear in a way that makes a claim about your service quality or outcomes, rewrite them using the alternatives in this post.
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AHPRA compliance?
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