Web Content / IA
Industry: Healthcare / Disability Support
6
Service-vertical pages written
In short
Arcetis delivered a complete website copywriting and information-architecture package for an NDIS-registered aged-care and disability-support provider in Australia — covering the home page, about page, six service-vertical pages, a "why choose us" page, a contact page with an intake flow, an FAQ and NDIS resources hub, a Privacy Act-compliant privacy policy, and two client-facing intake forms. This was a content and information-architecture engagement only; no growth or marketing performance metrics were measured or are reported.
The client is an NDIS-registered aged-care and disability-support services provider operating in Australia, delivering personal care, clinical and nursing support, community access, employment support, life-stage transition support, and allied health services to NDIS participants. The provider needed a website that could explain each of these six service lines clearly to three distinct audiences — participants, family members, and support coordinators — while meeting the plain-language and privacy expectations that come with operating in a regulated care and disability-services sector. Arcetis was engaged to handle the copywriting and information architecture for the entire site: mapping how visitors move from a general overview into vertical-specific detail, writing every core page, building an NDIS-focused FAQ and resources hub, drafting a Privacy Act-compliant privacy policy, and designing two intake forms to move prospective clients from inquiry toward onboarding. No advertising or paid-growth work was part of this engagement.
An NDIS-registered provider offering six distinct service lines — personal care, clinical and nursing support, community access, employment support, life-stage transition support, and allied health — faces a specific content and structural problem before it faces a marketing one: prospective participants, their families, and the support coordinators and plan managers who often initiate referrals need to quickly identify which service line applies to their situation, understand how NDIS funding actually works for that service, and know how to start an intake conversation confident their personal and health information will be handled correctly. Each of the six verticals carries different eligibility considerations, different day-to-day service delivery, and different terminology, which makes a single generic "services" page insufficient. Visitors arriving at the site are not one audience: a participant researching community access support has different questions than a family member evaluating life-stage transition services, and a support coordinator scanning the site to decide whether to refer a client needs a different level of detail than either. Without an information architecture that separates these six verticals and routes each audience to the right depth of content, a site risks overwhelming lay visitors with clinical language or under-serving support coordinators who need specifics to make a referral decision. On top of the service-line complexity, the NDIS system itself is a source of confusion for many participants and families — funding categories, the different plan management types (self-managed, plan-managed, and NDIA-managed), and eligibility rules are not intuitive to first-time users of the scheme. A provider site that doesn't explain these concepts in plain language pushes that education burden onto phone calls and intake staff, slowing the path from inquiry to enrolled client. Finally, because the business handles health and disability-related personal information, it needed a privacy policy that met Australian Privacy Act obligations rather than a generic template, and an intake process built around structured forms rather than an open-ended "contact us and we'll call you" model — reducing back-and-forth and giving staff the information they need before the first conversation.
Arcetis led the end-to-end copywriting and information architecture for the provider's website. Arcetis designed the site's IA, structuring navigation so participants, families, and support coordinators could each reach the right depth of content without wading through irrelevant detail. Arcetis wrote all core page copy, including the home page, about page, "why choose us" page, and contact page. Arcetis built six standalone service-vertical pages — personal care, clinical/nursing, community access, employment support, life-stage transition, and allied health — each written to reflect that service's specific eligibility and delivery context. Arcetis authored an FAQ and NDIS information/resources hub covering eligibility, funding categories, plan management types, and an NDIS glossary. Arcetis drafted a Privacy Act-compliant privacy policy, and designed two client-facing intake forms to structure the referral and enrollment process.
Arcetis mapped the full site structure before writing any copy, defining how participants, families, and support coordinators would move from a general homepage overview into vertical-specific service pages, the FAQ/resources hub, and the intake process. The architecture separated the six service verticals into standalone pages rather than folding them into one generic 'services' page, and sequenced the 'why choose us' and about content to build trust ahead of the contact/intake step. This structure was designed to reduce the amount of clarification a caller needs before booking an intake conversation with staff.
Arcetis wrote the home page, about page, 'why choose us' page, and contact page copy for the provider, establishing tone and positioning appropriate to an NDIS aged-care and disability-support audience. Copy was written to be accessible to participants and family members with varying familiarity with the NDIS system, while still giving support coordinators enough operational detail to assess fit. Every page was written to funnel toward the intake forms rather than leaving next steps implicit.
Arcetis produced individual pages for each of the provider's six service lines — personal care, clinical/nursing support, community access, employment support, life-stage transition support, and allied health — rather than one combined services page. Each page was written to reflect that service line's own context, eligibility considerations, and delivery format, giving visitors and referrers a clear, specific description of what each service involves instead of a generic overview that blurs the differences between them.
Arcetis built an FAQ and NDIS resources hub covering eligibility criteria, NDIS funding categories, the different plan management types (self-managed, plan-managed, NDIA-managed), and a glossary of NDIS terminology. This hub was designed to answer the scheme-level questions participants and families commonly have before they get to service-specific questions, reducing the education burden on phone and intake staff and giving the site content that search engines and AI answer engines can surface directly.
Because the provider handles sensitive health and disability-related personal information, Arcetis drafted a privacy policy written to meet obligations under the Australian Privacy Act rather than adapting a generic template. The policy was scoped to the provider's actual intake and service-delivery data flows, covering how personal and health information collected through the website's intake forms and service interactions is handled and protected.
Arcetis designed two client-facing intake forms and the surrounding contact-page flow, structuring the fields so participants, families, or support coordinators making a referral could supply the information staff need to triage a new inquiry before the first phone call. The forms were built into the contact page as a structured alternative to an open-ended 'get in touch' request.
The site itself runs on a two-app monorepo: a Next.js front end and a Strapi headless CMS, backed by PostgreSQL in production, so non-technical staff can assemble and reorder any page from a set of reusable content blocks (hero sections, feature grids, service grids, FAQ sections) without touching code. Arcetis's work on the content and information-architecture side was scoped specifically to fill that page-builder system with structure that matches how the NDIS system and its different audiences actually think and search, rather than adapting generic disability-services boilerplate. Work started with segmenting the site's likely audiences: NDIS participants researching options for themselves, family members and carers researching on behalf of a participant, and support coordinators or plan managers who scan a page to decide whether a referral makes sense. Work started with segmenting the site's likely audiences: NDIS participants researching options for themselves, family members and carers researching on behalf of a participant, and support coordinators or plan managers who scan a page to decide whether a referral makes sense. Because those three audiences read the same page for different reasons, the information architecture was built around giving each service line its own page rather than compressing personal care, clinical/nursing, community access, employment support, life-stage transition, and allied health into a single services page — a structure that also matches how people actually search, since a visitor is more likely to search for a specific service than a generic disability-services term. For each of the six vertical pages, the copy followed a consistent internal pattern — what the service involves, who it's typically suited to, and how it connects to NDIS funding — so a visitor comparing two service lines could find the same categories of information in the same place on each page rather than hunting for it. The home page, about page, and 'why choose us' page were written to establish credibility and orient a first-time visitor before they reach a specific service page, and the contact page was written to sit at the end of that path rather than compete with it for attention. The FAQ and NDIS resources hub was structured as direct question-and-answer content — covering eligibility, the NDIS funding categories, the different plan management types (self-managed, plan-managed, and NDIA-managed), and a glossary of NDIS terms — which is the format best suited both to human scanning and to being lifted directly by AI answer engines and search features that quote a direct answer rather than a paragraph of marketing copy. The privacy policy was drafted against the provider's actual data flows rather than a boilerplate template: what personal and health information is collected through the site's intake forms and service delivery, how it's used, and what protections apply, mapped to the obligations of the Australian Privacy Act. This is standard practice for any business in aged care or disability support, where the information collected at intake is inherently sensitive. Finally, the two intake forms were built as structured alternatives to an open-ended contact form, with fields designed to capture enough detail at first contact — who the inquiry is on behalf of, which service line is relevant, and current NDIS plan or funding status — that staff can triage a new lead before the first call rather than during it, shortening the path from initial inquiry to an actual intake conversation.
Rather than a single 'services' page, the site was structured with six standalone pages — one per service line — each following a repeatable content pattern (what the service is, who it suits, how it relates to NDIS funding). This is a standard IA approach for multi-service providers because it lets each page target its own service-specific search terms and gives support coordinators a direct, comparable reference point across service lines instead of one long combined page.
The FAQ and NDIS resources hub was written in a direct question-and-answer format covering eligibility, funding categories, plan management types, and an NDIS glossary. Structuring content this way is standard practice for pages meant to be quoted directly by search engines' answer boxes and AI answer engines, since a clearly labeled question paired with a concise, self-contained answer is what those systems extract, rather than copy embedded in longer narrative paragraphs.
Instead of adapting a generic template, the privacy policy was drafted against the provider's actual collection points — the website's intake forms and service-delivery interactions — and mapped to obligations under the Australian Privacy Act. This matters for an aged-care/disability provider specifically because the information collected at intake includes health and disability-related personal information, which carries a higher duty of care than typical commercial contact-form data.
The two intake forms were designed around who is actually initiating contact — a participant, a family member, or a support coordinator making a referral — and what staff need to know before the first call, such as which service line is relevant and current NDIS plan status. This turns the contact page into a structured triage step rather than a generic 'send us a message' box, which is standard practice for care providers fielding referrals from multiple channels.
Service-vertical pages written
Client intake forms built
Technology used
Key learnings
This engagement is a useful illustration of what a content and information-architecture project looks like when it stays honest about its own scope. There was no advertising spend, no SEO campaign, and no conversion tracking attached to this work — it was copywriting and structure, and the deliverables reflect exactly that: pages written, a resources hub built, a compliant policy drafted, and forms designed. For a regulated care provider, that scope is not a lesser engagement; getting the words and structure right is a precondition for everything downstream, including intake efficiency, referral clarity, and how confidently a support coordinator can act on what they read. The core methodology that made this work was audience segmentation applied consistently across the whole site — participants, families, and support coordinators read the same site for different reasons, and giving each of the six service lines its own page, plus a separate FAQ/resources hub for scheme-level NDIS questions, meant no single page had to serve every audience at once. Treating the privacy policy and intake forms as content deliverables in their own right, rather than afterthoughts, also mattered for a provider handling health and disability-related information. The honest takeaway is that not every engagement produces a performance number, and a case study for a content-only project should say so plainly rather than manufacture one.
For this NDIS-registered aged-care and disability-support provider, it included full copywriting and information architecture for the home page, about page, six service-vertical pages (personal care, clinical/nursing, community access, employment support, life-stage transition, allied health), a "why choose us" page, a contact page with an intake flow, an FAQ/NDIS resources hub, a Privacy Act-compliant privacy policy, and two client-facing intake forms.
Because personal care, clinical/nursing support, community access, employment support, life-stage transition support, and allied health each carry different eligibility considerations and appeal to visitors searching for different things, splitting them into standalone pages let each be written and structured for its specific audience rather than compressed into one generic overview.
No. This was strictly a content and information-architecture delivery engagement — no paid-media, SEO ranking, or conversion-rate figures were measured or are reported here. The outcomes described are scope and delivery: what was written, structured, and built.
Because the information collected at intake is health and disability-related personal information, a generic privacy template isn't sufficient — the policy needs to reflect the provider's actual data flows and Australian Privacy Act obligations. Structured intake forms similarly let staff capture the right details upfront from participants, families, or referring support coordinators, rather than relying on an open-ended contact message.