Open your NDIS website. Do a Ctrl+F search for the word "best." Then search for "guaranteed." Then "leading."
If any of those words appear in a way that describes your services — you have an AHPRA compliance issue sitting right there on your website.
AHPRA's advertising guidelines prohibit claims that cannot be substantiated. For NDIS providers, this means no comparative claims, no guaranteed outcomes, and no language that overstates what your services can achieve. Here are the 16 words and phrases to find and replace — and what to use instead.
Note: This post provides general guidance on AHPRA advertising compliance. It is not legal advice. If you have specific questions about your obligations, contact AHPRA directly or consult a health law professional.
| ❌ Remove this | ✓ Use this instead |
|---|---|
| Best | Experienced in / Specialising in |
| Guaranteed / Guarantee | Our goal is to / We aim to |
| Leading | An NDIS-registered provider of / Experienced in |
| Number one / #1 / Top-rated | Remove entirely — describe your service instead |
| Most experienced | Experienced in / With experience in |
| Proven results | Evidence-informed strategies / Goal-focused approach |
| Transform your life / life-changing | Assist participants to achieve their goals |
| Cure / Fix / Heal | Assist / Support / Help participants to... |
| Exceptional outcomes | Person-centred, goal-focused support |
| Superior care / Premium care | Quality support / NDIS-registered provider |
| Expert / Experts in | Experienced in / Specialising in / With a focus on |
| Award-winning | Only if verifiable and current — otherwise remove |
| Perth's most trusted | An NDIS provider in Perth / A registered provider |
| Revolutionary / Innovative approach | Evidence-informed / Person-centred approach |
| 100% success rate | Remove — unsubstantiated outcome claim |
| Fastest / Quickest results | We work toward timely outcomes / Our goal is to assist efficiently |
Why does this matter beyond compliance?
Beyond the risk of an AHPRA complaint, these words often don't help your SEO either. Nobody searches "best NDIS provider Perth" expecting to land on a provider's own website — they know you'd call yourself the best. The searches that lead to actual referrals and enquiries are much more specific: service names, suburb names, and specific NDIS terms.
Removing these words and replacing them with accurate, specific language typically makes your content more useful to the people reading it and more relevant to the searches that matter.
One more area to check: your Google Business Profile description
AHPRA's guidelines apply to all advertising — including your Google Business Profile. Check your business description for any of the 16 words above and update it if needed. The same safe language alternatives apply.
Quick audit steps: Open each page of your website. Press Ctrl+F (Cmd+F on Mac). Search for each word in the left column above. If it appears in a claim about your services or quality — rewrite that sentence using the alternatives provided.
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