Marketing for independent support workers
How to market yourself ethically as an independent support worker under NDIS rules: value proposition, profile, word of mouth, local networks and testimonials.
Marketing is just being findable and trustworthy
Start with your value proposition
Your profile and photo do the heavy lifting
Word of mouth is your best channel
Build local networks
Build a simple online presence
Use testimonials — with consent
What not to do
Frequently asked questions
Is it okay to advertise myself as an NDIS support worker?
Yes. You can market your services honestly as an independent support worker, provided you follow the NDIS Code of Conduct — act with integrity, do not make false claims, respect participant choice, and protect privacy. A clear profile, honest messaging and consented testimonials are all completely appropriate.
Do I need a website to market myself?
No. A complete profile on a marketplace like Novida, plus a tidy presence on one or two channels, is enough for most independent workers. Findability and trustworthiness matter far more than a fancy site. Start simple and expand only if you find it genuinely useful.
Can I use client testimonials in my marketing?
Only with clear, informed consent, and only in the way the person agreed to. Let them choose how they are identified — often a first name or 'a participant's family' is best. Never share health information, photos or identifying details without permission, and respect any refusal.
What is a value proposition and why do I need one?
It is a plain-English answer to 'why should I choose you?' — who you help, what you help them with, and what makes you different. It makes your marketing specific and memorable instead of sounding like every other worker, and it guides your profile, networking and conversations.
Can I market to NDIA-managed participants?
It is rarely worthwhile, because NDIA-managed participants must use registered providers and most independents are unregistered. Focus your marketing on plan-managed and self-managed participants, who can choose and pay you directly and are the people searching marketplaces for workers.
What marketing should I avoid?
Avoid false or exaggerated claims, pressuring participants, sharing anyone's information without consent, poaching clients in breach of an agreement, and offering inducements that undermine free choice. If you would not be comfortable with the participant and the NDIS Commission seeing it, do not do it.