About Sound Practice
Small, on purpose. That's the product.
Sound Practice is a small Melbourne studio that designs, writes, builds and runs everything it ships. No floor of account managers, no juniors learning on your budget. The people you talk to are the people doing the work, and the smallness is the feature.
The story
Why this exists
Sound Practice grew out of agency land in Sydney and Melbourne, the kind of shops where healthcare clients were handed the same playbook as gyms and property developers. We watched practices pay retainers for suburb-spam pages, fake-feeling review widgets and reports nobody could explain, and then watched the same practices get burned when the rules those agencies never read caught up with them.
Healthcare advertising in Australia has real constraints: the National Law, AHPRA's guidance, the TGA's rules on what can even be named in public. Most marketers treat those as fine print. They are actually the brief. Working inside them forces the kind of marketing that ages well: genuinely useful pages, honest claims, visibility earned rather than manufactured.
So Sound Practice does three things for one kind of client, with the constraints designed in from the first draft. Websites, local SEO and Google Ads, for Australian medical and allied-health practices, built by the people you actually talk to.
Principles
The rules we run on
The reader is the client's patient
Every page we write is judged by whether it helps the person reading it decide, calmly and honestly. That standard produces better marketing than persuasion tricks, and it never has to be walked back.
Compliance is a design constraint, not a disclaimer
We build inside the advertising rules from the start rather than decorating the edges with fine print. It is easier, safer and, honestly, it reads better.
Own everything, always
Domains, sites, profiles, ad accounts and data belong to the practice from day one. If we are ever not the right fit, leaving should be an email, not a negotiation.
Say the uncomfortable thing early
If ads are the wrong spend, if a template site is genuinely enough for now, if your problem is the front desk and not the website, the plan says so. Trust built on inconvenient honesty is the only kind worth having.
Few clients, properly
A small studio can serve a limited number of practices well. We hold a small roster and a short waitlist rather than hiring our way into being the agencies we left.
Drawn lines
What we don't do
A short list, kept deliberately public, of things this studio will not sell you:
- Suburb doorway pagesA page for every postcode is spam with a sitemap
- Testimonial widgets and review wallsAdvertising with clinical testimonials breaches the National Law, and we will not dress that up
- Fabricated ratings or schema tricksNo invented stars, counts or awards, anywhere, ever
- Lock-in contractsRolling agreements with a month's notice, and everything documented for a successor
- Guaranteed rankingsNobody controls Google, and honest providers say so
- Work outside our laneNo socials management, no PR, no apps. Three services, done properly
Fair questions
Asked of a small studio
Can we meet in person?
If you are in Melbourne or Geelong, yes, happily: the first coffee is on us. Everywhere else in Australia, video calls and a shared document trail work so well that most local clients end up preferring them too.
What happens if you get hit by a bus?
A fair question to ask any small studio. Everything we build is standard, documented and owned by you, and the handover file for each client is written so any competent developer or marketer could take over without archaeology. Fragility through obscurity is an agency trick; the antidote is documentation.
Can we talk to a practice you've worked with?
Ask, and where a client agrees we will connect you directly. The advertising rules stop health businesses plastering testimonials across their marketing, and we hold ourselves to the same standard we teach, but a private reference is a different thing entirely, and we think you should always ask any provider for one.
Do you work with practices outside health?
No. The whole point of the studio is depth in one regulated corner: the economics of practices and the rules around advertising them. A café or a builder deserves a marketer who knows their world this well instead.
Find out where your practice is leaking enquiries.
The free growth plan is a genuine piece of work: we look at your website, your local visibility and what nearby practices are doing, then send you a short written plan. Yours to keep, whoever you hire.