Your patients include people with disabilities, older Australians, and anyone using assistive technology. If your website excludes them, you are losing patients and creating legal risk. We build healthcare websites that meet WCAG 2.2 AA standards without compromising on design, speed, or conversion performance.
Trusted by 100+ healthcare practices and medical clinics across Australia
Our Director Has Been Seen On
Why Choose Us
We specialise exclusively in healthcare marketing.
Every piece of information on your website is available to all users regardless of sensory ability. Proper colour contrast ratios (4.5:1 minimum for text), meaningful alt text for medical imagery, captions for video content, and responsive layouts that reflow without losing information at 400% zoom.
Full keyboard operability with logical tab order, visible focus indicators that meet WCAG 2.2 focus appearance requirements, no keyboard traps, and skip navigation links. Every booking form, menu, and interactive element works without a mouse.
Semantic HTML5 structure with proper heading hierarchy, ARIA landmarks, descriptive link text, and form labels that assistive technology can interpret correctly. We test with VoiceOver and NVDA to verify real-world compatibility.
Patient booking forms with programmatically associated labels, clear error identification, descriptive validation messages, and redundant entry support so patients are not forced to re-enter information they have already provided.
Respects prefers-reduced-motion settings at the operating system level. No auto-playing video, no content that flashes more than three times per second, and pause controls on all animated content to prevent triggering vestibular disorders or seizures.
Interactive elements meet the WCAG 2.2 target size requirements — at least 24x24 CSS pixels or with sufficient spacing between targets. Critical healthcare actions like booking buttons and phone links are generously sized for comfortable use on mobile devices by patients with motor impairments.
Our Process
A proven approach to healthcare marketing that gets you from strategy to results. No fluff, no delays, just measurable patient acquisition.
We start by auditing your current website against WCAG 2.2 AA success criteria. We identify every barrier, categorise them by severity, and define the accessibility requirements for your new site alongside your AHPRA compliance needs.
We build a design system where every colour token, typography scale, and component meets WCAG AA contrast requirements by default. Accessibility is baked into the design language, not checked after the fact.
We write clean, semantic HTML5 with proper heading hierarchy, ARIA landmarks, and structured data. No div soup. Every component is tested with keyboard navigation and screen readers during development, not after.
Our build pipeline runs axe-core WCAG audits on every deployment. We supplement automated testing with manual screen reader testing using VoiceOver and NVDA, keyboard-only navigation testing, and colour contrast verification across all colour modes.
Accessibility is not a one-time checkbox. We provide ongoing monitoring, periodic re-audits, and accessibility reviews for all new content to ensure your website maintains WCAG 2.2 AA compliance as it evolves.
In-Depth
How we approach healthcare marketing differently — and why it matters for your practice.
The Web Content Accessibility Guidelines (WCAG) exist because the web was designed to work for everyone. In practice, most websites fail this promise. They are built by sighted developers using mice, tested on the latest devices, and launched without anyone checking whether a screen reader user, a keyboard-only navigator, or someone with low vision can actually use them.
For healthcare websites, this failure has real consequences. A patient with a visual impairment who cannot navigate your booking form does not just leave your website. They miss an appointment. A patient with a motor disability who cannot click your undersised phone button does not just bounce. They go untreated, or they go to your competitor who made their site work.
WCAG is built on four foundational principles, known by the acronym POUR. Every success criterion in the standard maps back to one of these principles. Understanding them is essential for understanding what accessible design actually requires.
Information and user interface components must be presentable to users in ways they can perceive. This does not mean every user perceives content the same way. It means content must be available through multiple sensory channels. A sighted user sees your hero image. A screen reader user hears the alt text you wrote for it. Both receive the information, through different means.
For healthcare websites, perceivability means:
User interface components and navigation must be operable. Every function available via mouse must also be available via keyboard. This principle covers keyboard access, adequate time limits, seizure prevention, and navigability.
Healthcare-specific operability means your patient booking system works entirely with keyboard input. Your navigation menu does not trap keyboard focus. Your appointment calendar can be navigated without a mouse. Patients using switch devices or voice control can complete every task a mouse user can.
WCAG 2.2 introduced Focus Not Obscured (2.4.11), requiring that keyboard-focused elements are not entirely hidden behind sticky headers, cookie banners, or other overlapping content. At Level AA, partial obscuring is permitted — only complete concealment fails. The stricter Level AAA criterion (2.4.12) requires no obscuring at all. It also introduced Dragging Movements (2.5.7), requiring single-pointer alternatives for any drag-and-drop interaction. For healthcare sites, this means appointment time-slot selectors and interactive forms must work without dragging.
Information and the operation of the user interface must be understandable. The content must be readable, the interface must behave predictably, and users must receive help avoiding and correcting errors.
In healthcare, understandability is critical. Medical terminology is already complex. If your website adds interface confusion on top of clinical complexity, patients abandon the booking process. WCAG 2.2 strengthened this principle with two important additions:
Content must be robust enough to be interpreted reliably by a wide variety of user agents, including assistive technologies. In practical terms, this means writing valid, semantic HTML that screen readers, voice control software, and braille displays can parse correctly.
Robust markup is not about passing an HTML validator. It is about ensuring that every interactive element on your website communicates its name, role, and state to assistive technology. A booking button must announce itself as a button. A dropdown menu must announce whether it is expanded or collapsed. A form field must announce its label and any error state.
WCAG defines three conformance levels that represent increasing degrees of accessibility:
Healthcare websites face accessibility challenges that other industries do not. The combination of complex medical content, regulatory requirements, and the critical nature of the services being accessed creates unique demands.
Booking forms are the conversion point of every healthcare website. If they are not accessible, you are excluding patients at the exact moment they have decided to seek care. Every form field needs a programmatically associated label. Error messages must identify the field in error and suggest corrections. Required fields must be identified before the user attempts submission, not after.
WCAG 2.2's Accessible Authentication criterion (3.3.8) is particularly relevant for patient portals and telehealth login systems. Authentication cannot require cognitive function tests like CAPTCHAs or memory-based security questions unless an alternative method is available. Permitted alternatives include copy-paste support for verification codes, object recognition tests, or personal content identification. CAPTCHAs are not banned outright — but a non-cognitive alternative must exist.
Healthcare websites often have extensive content about conditions, treatments, and procedures. This content must be structured with proper heading hierarchy so screen reader users can navigate by heading level. A page about knee replacement should use H2 for major sections (Procedure Overview, Recovery Timeline, Risks) and H3 for subsections, creating a navigable outline that assistive technology can present to users.
AHPRA-registered practitioners already operate under strict advertising guidelines that control testimonials, claims, and imagery. Adding WCAG compliance creates a dual regulatory requirement that most agencies are not equipped to handle. We manage both simultaneously. Our content is written to satisfy AHPRA guidelines while our markup ensures that content is accessible. The testimonial that is carefully worded for AHPRA compliance is also marked up with proper citation elements and contrast ratios for WCAG compliance.
NDIS providers have particular accessibility obligations given their participants have disabilities by definition. The NDIS Practice Standards require accessible communication, and an inaccessible website directly contradicts this requirement. We build NDIS provider websites with additional considerations including Easy Read formatting, AAC device compatibility, and accessible document downloads.
Telehealth has become a standard feature of healthcare delivery. The video consultation interface, appointment scheduling, pre-consultation forms, and post-consultation resources all need to be accessible. Video controls need keyboard operability. Captions should be available for hearing-impaired patients. The entire telehealth workflow from booking to follow-up must be navigable without a mouse.
"Accessibility is not a feature. It is a measure of how well you have built your website. A website that excludes 20 percent of the population has not been built well, regardless of how it looks."
Medical Marketing Group
The most common accessibility failure pattern in web development is treating it as a testing phase. The website gets designed, developed, and then someone runs an automated scan. The scan finds 200 issues. The developer fixes the easy ones, marks the rest as acceptable, and ships it. This approach fails because most accessibility issues are architectural. You cannot fix a heading hierarchy after the content is written. You cannot add keyboard navigation after the JavaScript is built. You cannot make a colour palette accessible after the brand guidelines are finalised.
We do it differently:
Not sure where your current website stands? We offer a complimentary WCAG 2.2 AA audit that identifies accessibility barriers, assesses legal risk, and provides a prioritised remediation plan. No obligation, no sales pitch. Just a clear picture of where you stand.
Medical Marketing Results
Case Study
“We went from launch to $1M ARR in seven weeks.”
Mitchell — Founder, Rumen
New telehealth clinic needed rapid patient acquisition and efficient operations to scale in the medical weight loss market.
Full-funnel digital strategy with automated bookings, patient management, and retention-focused campaigns.
350 to 6,500 patients in 15 months. $1M ARR in 7 weeks. 90% admin workload reduction through automation.
Client Results
Medical practices across Australia share how they transformed patient acquisition with AHPRA-compliant marketing that delivers measurable outcomes.
"Casey and his team have been a true partner to Better Rehab, helping to grow the business through successful campaigns. Casey shows high levels of expertise and we've been lucky to have him on board as the 'Marketing Engine'."
"We went from 350 to 6,500 patients in under 15 months. Admin load cut by over 90% and patient retention jumped by more than 450%."
"They have single-handedly grown my business. We're now turning away $60,000 every week in organic leads. Because, we just don't have the capacity."
"Since going with Casey and his team, we have had nothing but wins. They've got awesome results with low lead costs and have taken the time to really understand our business."
"If you're looking for a highly experienced, knowledgeable and ideas-driven marketing agency, look no further. He's helped transform our business from a fairly humble start-up to a fast growing service provider."
"Super impressed with his promptness, communication, professionalism, and knowledge of the full suite of digital marketing. You and your team are second to none!"
"As an experienced health professional I am a hard sceptic. Casey and his team over delivered on my project with an A+ website design having actively listened to every point I was seeking."
"Working with Casey and his team was nothing short of exceptional. The final product exceeded all expectations, both visually and functionally. It was a seamless experience from start to finish."
"Casey and his team were an absolute lifesaver. They understood exactly what our vision and goals were and did not fall short of delivering an exceptional piece of work."
"The communication was quick, clear and easily understandable. They balance patience and efficiency really well, resulting in a superb end product. Highly recommended."
"Casey was so empathetic and patient in listening to my ideas. He goes above and beyond. If you want a marketing agency that REALLY wants to help you grow your business, pick Casey and his team."
"Excellent company to deal with and their web design is incredible. Would use them again and again."
"They have single-handedly grown my business. We're now turning away $60,000 every week in organic leads. Because, we just don't have the capacity."
By Industry
Select your healthcare vertical to see tailored strategies.
GP Clinics
General practice growth
Telehealth Clinics
Virtual care platforms
Aged Care
Residential and home care
Peptide Clinics
BPC-157, hormone optimisation
Fertility & IVF
IVF and reproductive health
Medicinal Cannabis
TGA-authorised cannabis clinics
GLP-1 & Weight Loss
Ozempic, Mounjaro and weight clinics
Dental Practices
General and cosmetic dentistry
Retail Pharmacies
Community and compounding
Health Ecommerce
Supplements and health products
Vet Clinics
Veterinary practices and hospitals
Cosmetic Injectables
Anti-wrinkle, filler and skin clinics
Skin & Dermatology
Medical and cosmetic dermatology
Health Screening
Preventive and corporate health
Functional Medicine
Integrative health practices
Sleep Clinics
Sleep studies and apnea treatment
Hospitals
Public and private hospitals
Don't see your industry? We've likely worked with businesses like yours.
Talk to us about your practiceFAQ
While there is no specific Australian legislation mandating WCAG conformance by name, the Disability Discrimination Act 1992 (DDA) makes it unlawful to discriminate against people with disabilities in the provision of goods and services, which includes websites and digital services.
The Australian Human Rights Commission has consistently referenced WCAG as the benchmark for web accessibility. In practice, meeting WCAG 2.2 AA is considered the standard for demonstrating compliance with the DDA. Healthcare providers face additional scrutiny because medical services are essential services, and excluding patients with disabilities from accessing healthcare information or booking appointments creates significant legal risk.
WCAG 2.2, published in October 2023, builds on WCAG 2.1 by adding nine new success criteria focused on improving accessibility for users with cognitive and learning disabilities, users with low vision, and users on mobile devices. Key additions include:
WCAG 2.2 also made criterion 4.1.1 (Parsing) obsolete, as modern browsers and assistive technologies have resolved the issues it originally addressed. All versions are backwards-compatible: meeting WCAG 2.2 automatically satisfies 2.1 and 2.0.
We use a multi-layered testing approach because no single method catches everything:
Automated tools catch approximately 30 to 40 percent of WCAG issues. The rest require human judgement, which is why we never rely on automated scans alone.
Absolutely. This is one of the most persistent myths in web design. Accessibility constraints do not limit visual design; they guide it toward better design. A minimum contrast ratio of 4.5:1 for text does not mean everything has to be black and white. It means your colour palette is chosen with intention rather than guesswork.
Proper heading hierarchy creates better visual rhythm. Adequate spacing between interactive elements improves aesthetics on mobile. Meaningful animation with motion controls feels more polished than gratuitous parallax effects.
Every website we build is designed to be visually compelling and fully accessible. These are not competing goals. The discipline of accessibility consistently produces designs that are cleaner, more usable, and more effective at converting visitors into patients.
Building accessibility into a new website from the beginning typically adds 10 to 15 percent to the project cost compared to a non-accessible build. This is significantly less than the cost of retrofitting an existing website, which can cost 40 to 60 percent more because it often requires restructuring the HTML, redesigning components, and rewriting content.
For healthcare practices, the more important cost calculation is risk. A single DDA complaint can cost tens of thousands in legal fees and remediation, far exceeding the incremental investment in building it right from the start. We provide detailed scoping for every project so there are no surprises.
No. Accessibility overlay products that promise WCAG compliance through a single line of JavaScript do not deliver on their claims. Multiple studies and legal actions have demonstrated that overlays:
The only way to build a genuinely accessible website is to write accessible code from the ground up. There are no shortcuts, and any product claiming otherwise is selling a liability, not a solution.
Yes. NDIS providers serve participants who, by definition, have disabilities. The NDIS Practice Standards include requirements around accessible communication and information provision. An NDIS provider with an inaccessible website faces a particularly acute contradiction: you are funded to support people with disabilities while simultaneously excluding them from your digital presence.
We work with numerous NDIS providers and understand the specific accessibility considerations for this sector, including Easy Read content formatting, compatibility with AAC (augmentative and alternative communication) devices, and accessible document downloads.
A new accessible healthcare website typically takes 10 to 14 weeks from discovery to launch. This is slightly longer than a standard build because we integrate accessibility testing throughout the development process rather than tacking it on at the end. The additional time is spent on screen reader testing, keyboard navigation verification, and ensuring every component meets WCAG 2.2 AA criteria before it goes into production.
For existing websites that need accessibility remediation, timelines depend on the severity and quantity of issues found during the initial audit. Minor fixes may take 2 to 4 weeks, while sites requiring significant structural changes may need 6 to 10 weeks.
Still have questions? We're here to help.
Book a free strategy callWe will run a comprehensive WCAG 2.2 AA audit on your current website and show you exactly where it falls short, what the legal implications are, and how to fix it.
Book a free strategy session with Australia's healthcare marketing specialists. No obligations, just actionable insights for your practice.
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