NDIS providers locking out people with disability
- Tom Davis
- 2 days ago
- 4 min read
NDIS providers are being urged to take a serious look at their website content, after research found leading provider sites are locking out people with disability and could be left behind by the AI tools more Australians now use to search online.
A study by Black Sheep Communications, Untapped Customer and supported by Centre of Accessibility Australia and AI company Airgentic on prominent NDIS provider websites found all had confusing content.
It found the words were written at university levels, far beyond benchmarks to reach audiences with low literacy.
The research found the issue extends beyond readability with technical failings leaving people who use assistive technologies, including those who are blind, unable to use forms or even seek support.
Five prominent NDIS provider website pages were reviewed representing two common service types, home and living and day and group programs.
Findings were presented at the DSC NDIS Annual NDIS Conference in Brisbane on 13 August 2026.
This comes at a time when the Federal Government has announced the biggest shakeup for the sector in its history.
"Many online searches today end with a single click to an answer. When someone asks search engines and AI tools for support, they are getting shorter answers in return. It’s not so much about clicking through multiple links any more,” said Tom Davis, founder of Black Sheep Communications.
“This research highlights a common issue where many website content structures mirror an organisational chart or internal processes, rather than the questions their customers are actually asking.
“Structured content made for every user is easier to read, easier for search engines powered by AI to understand and it helps the person on the other end of the screen or device find what they need.”
Tom, a committee member of the Australian and International Plain Language Working Groups, which contributes to the development of the ISO 24495-1:2023 Plain Language standard, encouraged the sector to adopt the standard as part of its information governance.
“Plain language is not about “dumbing down”, it opens content up efficiently,” he said.
“The ISO Plain Language Standard is a straightforward way to make sure information is clearer for the people who need it most.”
The study also examined the implications for AI-driven search, where poorly structured content is harder to surface in results with potential to lead to “AI slop.”
Each site was reviewed through three lenses. The Centre for Accessibility Australia completed a technical audit in line with international standards for digital accessibility laid out in the Web Content Accessibility Guidelines (WCAG). This audit, checked colour contrast, keyboard navigation, screen reader and ARIA compatibility, alt text, form labelling, and mobile responsiveness.
Social enterprise, Untapped Customer involved NDIS participants to test the pages using a mix of assistive technology used by blind people, screen readers, screen magnification tools and high-contrast display settings, and captions.
Airgentic's software checked each site's underlying setup and how visible it was to AI search including by voice.
All five sites reviewed were missing key information, including image descriptions, heading structures, and metadata. These help assistive technologies like screen readers to guide people through a page, and helps AI tools accurately understand and represent an organisation.
“Discoverability isn't just a marketing issue. For providers, it shapes their ability to attract and retain participants. For participants, it shapes whether they can find what they need to make informed choices about their support.” Untapped Customer director Ann Drieberg said.
Industry figures who supported the research said the NDIS providers had the chance to get ahead and lead the way in a new era for accessible online information.
"This is a real opportunity for our sector. The disability community has always led the way on accessible, inclusive communication and now that same work is exactly what helps AI find, understand and recommend your services,” said Scott Hollier, CEO of Centre for Accessibility Australia, who is legally blind.
“The organisations that get this right won't just be easier to work with, they'll be the ones AI points people towards.
“Our work with Untapped Customer and Black Sheep Communications shows it's a real chance to turn great accessibility practice into an advantage when people ask information online."
Airgentic CEO Brett Mason said he was pleased to support research that encourages more accessible, useful and AI-ready digital experiences.
“This research highlights the growing connection between accessible content and AI readiness. Plain language, clear headings, descriptive image text and well-structured information make services easier for people to understand, while also helping AI systems find, interpret and accurately present that information,” Brett said.
“For NDIS providers, improving content in these areas is an opportunity to make their services easier to discover and understand for people with disability, their families and support networks.”
The research is expected to prompt discussion about sector-wide standards for digital communication, and whether voluntary compliance with accessibility principles is sufficient given the population NDIS providers are obligated to serve.
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Contact: Liliana Molina
Story Strategic Communications
+61 0413 536 470
Tom Davis, Black Sheep Communications Founder
Ann Drieberg
About Black Sheep Communications
Black Sheep Communications is a Brisbane-based communications and marketing consultancy specialising in plain language aligned to the international ISO standard, content design and digital transformation. The organisation works with government and corporate clients to improve communication, accessibility and user trust.
About Untapped Customer
Untapped Customer is a social enterprise connecting organisations with people with disability, carers and older Australians. The organisation recruits participants for research, co-design and testing, with a focus on ethical practice and paid participation.
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