CASE STUDY
Turning NDIS Traffic Into More Enquiries
Through UX Optimisation
How we redesigned key user journeys across Active
Ability’s website to enhance conversion performance.
Results delivered within six months of implementing the
redesigned user experience and customer journey.
Our Client - Active Ability
Active Ability is a specialist mobile allied health provider supporting NDIS and My Aged Care participants across Sydney, the Central Coast, Wollongong and Canberra. Their multidisciplinary team delivers Occupational Therapy, Physiotherapy, Exercise Physiology and Dietetics, working closely with participants, families and referral partners to make allied health support easier to access.
Digital has been a major part of Active Ability’s growth, with the website sitting at the centre of how people discover their services, understand the organisation and move towards enquiry or referral. Our SEO, GEO, Google Ads and Meta strategy was consistently delivering strong growth in qualified traffic and leads, giving Active Ability a solid acquisition platform to build on.
The Challenge
With Active Ability’s acquisition strategy already delivering strong traffic and qualified leads, the next opportunity was to improve conversion performance.
The aim was to use the volume of traffic already reaching the site, together with the behavioural and conversion data we had accumulated, to identify where UX improvements could generate even more enquiries and referrals.
Search behaviour and UX expectations were also evolving. AI-led discovery was changing how much information people had before reaching a website, search journeys were becoming more specific and users were arriving with clearer intent, expecting relevant answers almost immediately.
For Active Ability, that made the connection between search intent, on-page content and user journey even more important. The site needed to help people find the right service quickly and move easily towards an enquiry or referral, while still building the trust and confidence that are critical when choosing an NDIS provider.
Our Strategic Approach
For Active Ability, this wasn’t a simple visual redesign exercise. We approached the project as a conversion optimisation program, using real website behaviour, search intent and our understanding of NDIS decision-making to identify where the experience could work harder.
We focused on three core areas:
Using Behavioural Data to Find Conversion Opportunities
We started with what users were actually doing on the website. With strong traffic volumes already in place, we had enough behavioural and conversion data to move beyond assumptions and identify where changes were most likely to create a measurable commercial impact.
We analysed the relationship between entry point, engagement and conversion, looking not only at which pages attracted traffic but which journeys ultimately led to enquiry or referral.
Key areas of analysis included (but were not limited to):
- Landing-page performance across services and locations
- Navigation paths and engagement patterns
- Conversion rates by page and traffic source
- CTA performance and interaction
- Journeys that commonly preceded an enquiry or referral
- Drop-off points within high-intent pathways
- Mobile behaviour and form friction
- The relationship between search intent and on-page behaviour
This gave us a clear evidence base for deciding where UX changes could create the greatest uplift, while avoiding unnecessary changes to areas that were already performing strongly.
Designing Around NDIS & Allied Health Decision-Making Opportunities
The next layer was understanding why users behaved the way they did. Active Ability’s audience is not a single customer type, and an NDIS allied health website needs to support participants, families, support coordinators and professional referrers without making the experience feel fragmented.
We redesigned key journeys around those different levels of knowledge, urgency and intent, while accounting for the way search and AI-led discovery were changing what users knew before they reached the website.
The work included:
- Aligning landing-page content more closely with search intent
- Making service relevance and suitability easier to establish quickly
- Clarifying pathways between therapies, locations and referral options
- Improving content hierarchy so critical information could be scanned and understood faster
- Reducing unnecessary steps between high-intent content and enquiry
- Sharing form step progress
- Strengthening trust through clearer presentation of clinical capability, NDIS experience and service delivery
- Preserving the SEO and GEO value of high-performing pages while improving conversion pathways
The result was a UX strategy designed to connect acquisition and conversion more effectively, helping the right people find Active Ability, then making it easier for them to take the next step.
The Results
Within six months of implementing the new user experience, Active Ability saw a significant improvement in how effectively the website converted traffic into action. While traffic continued to grow, conversion performance increased at a much faster rate, showing that the UX changes were helping more users find the right information, move through the site with less friction and progress to enquiry or referral.
At the six month milestone we achieved:
