ABA Therapy Marketing: 7 Best Steps to Grow Your Practice

Marketing for ABA therapy wasn’t always a priority. 

For years, demand outweighed supply. Families sought out providers and word of mouth did much of the work. 

But the landscape has shifted. The number of ABA care providers is growing today, and this has led to greater competition. Practices now face the challenge of standing out and attracting families. 

In this new environment (one that is digital-first), intentional ABA therapy marketing has become a necessity. 

So today we’ll walk through 7 steps ABA providers can take to market ethically and grow their practice. 

Let’s dive in. 

1. Understand the ABA Therapy Audience 

Marketing only works when you know who you’re trying to reach. 

In ABA therapy, that can be parents, school staff or healthcare providers. The marketing messaging differs for each, as they are unique in their role in introducing children to ABA care. 

A healthcare CRM/ ABA practice management software like LeadSquared can help you do this in a practical way. With it you can sort people based on how they found you or what they’re looking for. As we touched on, the messaging ought to be different. A parent referred by a school might need different information to move forward with care than someone searching online. Or, say, a family with a newly diagnosed child isn’t in the same place as one who’s further along. 

The better your message fits their situation, the more likely your marketing efforts are to yield results. 

2. Build a Strong Digital Presence 

For you, when families start their search for ABA therapy online, your website is often the first thing they come across. 

They want to know about the services you offer, to confirm whether you are a good fit for their child. If your site makes things clear here, you’re on the right track. 

The website should also work well on a phone as that’s how most people browse. 

If someone is interested, taking the next step shouldn’t be a hassle. With a short form you can let them request a consultation or book a call. 

Once the form is submitted, it needs to reach someone who can follow up. Lot of practices get stuck here. Because without a proper system, forms end up buried in your inbox or can take you too long to respond to them. 

A healthcare CRM for ABA, such as LeadSquared, can help here. It sends your clients’ inquiries to the right staff and tracks them. The tool also gives you a clear view of the number of people reaching out and how they found your practice. 

3. Optimize For Local SEO 

Most families want ABA care that’s nearby and easy to reach. If your clinic doesn’t show up when they type in “ABA therapy near me,” there’s a good chance they won’t find you at all. 

Showing up in local search results (especially on Google) matters for this reason. That’s why it helps to get the simple stuff right. 

Your clinic’s visibility hinges on local SEO. That includes your Google Business Profile, the accuracy of your location and hours, and how often your name appears in local directories or review sites. 

Start with your Google Business Profile. It’s often the first thing people see when they search for services nearby, so it needs to reflect your clinic accurately. Add a few photos that show what your space looks like. Write a short, clear description of what you offer. And double-check that your contact details (phone number, address, website info) are all current. 

Reviews play a big role as well not just for credibility, but also for visibility, because Google tends to favor businesses with positive feedback. So, request families to leave a review if they find your service satisfying. 

You can also add locally relevant information to your website. This covers things like service pages for each clinic location, or blog posts that mention your surrounding neighborhoods. These small touches help search engines understand your client base better. 

4. Try Paid Ads

Running ads is one of the fastest ways to reach parents actively looking for ABA services. But to make them work, your messaging needs to be sharp and relevant. 

Start with search ads (Google, Bing) targeting high-intent keywords like “ABA therapy near me” or, say, “autism support for toddlers in [City].” Well-placed search ads can put your clinic at the top of these search lists. 

Pair that with Meta (Facebook and Instagram) ads for broader visibility. These work especially well when you use localized visuals and simple language. 

To keep your ad spend efficient, install tracking pixels on your site. This allows you to retarget visitors who didn’t convert right away. 

And once leads start coming in, tools like LeadSquared can help you score and prioritize them based on behavior. It helps you figure out which inquiries are warm and ready, and which ones need more nurturing. 

Paid ads can feel like a guessing game at first. But with the right targeting and follow-up tools, they become a powerful lever for your ABA practice’s growth. 

5. Use Referral Programs 

Referrals are still one of the most trusted ways families find ABA services. A personal recommendation carries more weight than any ad ever could. 

But referral marketing is a long-term game and would require you to first build a solid foundation of trust with healthcare professionals or school staff.  

Start by showing up in the spaces where those professionals already are. That could mean attending school IEP meetings (if you’re invited), joining local pediatric care coalitions, or simply reaching out to introduce yourself. 

To stay relevant, you can provide them with a simple one-pager about your services or offer to co-host a workshop or training. 

In some cases, you may also set up a referral program for families as long as it aligns with legal and ethical standards. 

To keep your ABA practice’s referral efforts strong, tools like LeadSquared can help track where your referrals are coming from and manage them over time. 

6. Content Marketing and Email Nurturing 

Families looking into ABA therapy are often in research mode long before they reach out. They’re reading and asking around to figure out the journey ahead. Creating helpful content in the right platforms they use for seeking knowledge on ABA care gives them something steady to lean on. 

Platforms most used by people looking for/interested in ABA therapy 

You can create blog posts or short videos relevant to ABA care that answer common questions. For instance, things like “What does a typical ABA session involve?” or “What should I look for in a provider?” are questions they could be already typing into search bars. The more you can address these concerns, the more useful your content becomes. 

Social posts help too. They can show your values and how your team thinks about care. This openness builds familiarity over time, helping nurture the trust of your potential clients. 
 
When a parent does show interest (maybe they filled out a form or just asked a question), automated emails can be employed to connect with them. A short email series spread out over a few weeks, can help them understand what the process looks like and invite them to take the next step when ready. 

A system like LeadSquared can handle these processes in the background. When a parent fills out an intake form or requests more info, it can start the apt email flow automatically. 

You can also share insights or real stories through local community groups or micro-influencers (where appropriate and ethical). Collaborating with parents or therapists who share their ABA experiences authentically on social media can help your brand reach the right families more organically. 

Consider featuring or linking to trusted third-party resources too. Magazines like Autism Parenting Magazine, or podcasts like The Autism Helper are often where parents begin their research journey. Being present in or even collaborating with these platforms helps reinforce your credibility. 

7. Measure Results 

Numbers on leads and conversions tell you a lot. Track these metrics along with cost per acquisition to know whether your marketing spend is worth it. 

A healthcare CRM helps you handle this. LeadSquared, for example, lets you track the full path of the client from their first click to consultation. You can see which campaigns are pulling weight and how fast staff are handling follow-ups. It gives you a clear view and helps spot slowdowns early and double down on what’s working. 

Conclusion 

ABA therapy marketing should focus on being clear about the services being offered. It should prioritize answering the questions of clients and helping them take the next step with ease. 

As we saw, an ABA practice management tool like LeadSquared offers a lot in this regard. 

If your team is spending too much time organizing leads or following up, give LeadSquared a shot. Book a quick demo to see our tool in action. 

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