How Do Doulas Get Clients If People Don’t Know What a Doula Does?
Doulas get clients by explaining what they do in simple language and showing how their support helps parents feel more prepared and less stressed. When you educate people and build trust, they are much more likely to hire you.
The biggest challenge many doulas face is that most people simply do not know what a doula is. They might think you are a nurse, a midwife, or just “extra support” instead of seeing you as an important part of their birth team.
To get clients, you need to make your role clear and relatable. Explain what you do in everyday language, not clinical terms. For example, “I support you emotionally, mentally, and practically through pregnancy, birth, and early postpartum so you feel more confident and less alone.” Share stories, examples, and simple lists of how you help during each stage.
Your website, social media, and conversations should all repeat this clear message. The Doula Marketing Pillar Page walks through how to shape that message so parents quickly understand your value.
If you want this done for you, the Doula BrandPack gives you clear messaging, a trust-building website, and simple systems so families understand what you do and why it matters.
Need help making your message clear?
Book a free Strategy Session and we will map it out together.
Do you have a marketing system to grow your doula business?
The Doula BrandPack is ready to use, fully customizable, and done for you, so you get all the marketing assets you need.
Why “Nobody Knows What a Doula Is” Is Actually an Opportunity
Many doulas feel discouraged because people constantly ask, “What is a doula?” It can feel tiring to explain your role again and again. But this is actually an opportunity. It means most people do not have strong opinions about doulas yet. You get to shape how they see your work.
Your goal is to move people from:
- “I have no idea what that is”
to - “Oh, that sounds like exactly what I need.”
To do that, you need simple, clear language and steady education.
Step 1: Use Simple Words To Explain What You Do
Avoid long or technical descriptions. Instead, use phrases like:
- “I support you emotionally and mentally through pregnancy and birth.”
- “I help you feel more confident and prepared.”
- “I guide you and your partner so you do not feel alone in the process.”
Parents care less about labels. They care more about “Will I feel more supported?” and “Will this help me feel less scared?”
Your Doula Marketing Marketing Guide can highlight this in the opening sections so parents immediately understand how you help.
Step 2: Show What You Actually Do
Break your work into simple, concrete actions.
For example:
During pregnancy, I help you:
- understand your options
- build a birth plan
- talk through fears and questions
During birth, I help you:
- stay calm and focused
- understand what is happening
- support your partner
After birth, I help you:
- process your experience
- get support with recovery
- adjust to life with a newborn
Lists like this turn a vague role into something parents can picture.
Step 3: Share Stories, Not Just Features
Stories help people “feel” your value.
You can say something like:
“A mom I supported recently said she went from feeling scared and alone to feeling calm, supported, and confident during her birth. She told me the biggest difference was simply having someone focused on her emotional and mental needs.”
These kinds of stories show not just what you do, but how it feels to work with you.
Step 4: Use Your Website As Your Main Education Tool
Your website should be your clearest explanation of what a doula does and how you help. It should not just list services. It should tell a simple story.
Your site should include:
- a clear headline
- a simple description of your role
- a breakdown of prenatal, birth, and postpartum support
- testimonials or kind words
- clear packages
- an easy way to book a call
The Doula BrandPack is built around this kind of website, so you do not have to guess at the structure.
Step 5: Educate Through Social Media and Workshops
Use your social media and local presence to teach, not just promote.
Post about:
- what a doula does in one sentence
- how doulas support partners
- how doulas help with birth plans
- what support feels like before, during, and after birth
You can also host small workshops like:
- “What is a doula and how can one support your birth?”
- “How partners and doulas work together.”
These build trust and turn curious people into clients.
Step 6: Connect With Providers Who Already Trust You
Midwives, birth centers, childbirth educators, chiropractors, and therapists often appreciate the role of doulas. When you explain clearly how you support their patients, they are more likely to refer people to you.
Give them a one-page simple explanation. Make it easy for them to describe your role too.
Your Next Step
If you want to attract more clients even when people do not understand what a doula does, your next steps are:
- Use the Doula Marketing Marketing Guide as your main message guide.
- Use the Doula BrandPack to get a clear, warm website and systems that explain your value for you.
- Book a free Strategy Session so we can shape a clear message that feels like you.
Doula Marketing
Should Doulas Post Their Pricing Online?
Many doulas worry that posting their prices will scare people away. In reality, clear pricing tends to attract more serious clients and reduce awkward conversations. Parents like to know what to expect. It helps them feel safe reaching out.
You do not have to list every detail. You can use “starting at” pricing or a range for your packages. For example, “Birth doula packages start at $X” or “Packages typically range from $X to $Y depending on your needs.”
This kind of clarity makes you look confident and organized. It also saves you from long conversations with people who are not ready to invest.
The Doula Marketing Guide talks about clarity and trust as core parts of your message. A clear pricing section is part of that.
If you are not sure how to present your packages and pricing, the Doula BrandPack includes simple, tested layouts and language that make your offers easy to understand.
Want help deciding how to share your prices?
Book a free Strategy Session.
How Do Doulas Market To Partners As Well As Moms?
Partners often feel unsure about doulas. They may wonder if they will be replaced or if their role will be reduced. Strong marketing helps them see that you are there to support the whole family, not just the birthing parent.
You can speak to partners directly on your website and social media by saying things like:
- “I support both you and your partner.”
- “I give partners ideas and guidance so you can be present, not stressed.”
Include examples where partners felt grateful for your presence. Share how you helped them feel confident and involved.
The Doula Marketing Guide calls out the importance of speaking to the emotional needs of both parents.
The Doula BrandPack includes messaging sections that help you talk to partners clearly and kindly.
Want help writing partner-focused messaging for your website and consults?
Book a free Strategy Session.
How Do I Explain What a Doula Is In a Simple Way?
When you explain what a doula is, simple and calm language works best. Most people are not familiar with the term. They may confuse you with a midwife, nurse, or therapist. Your job is to make it clear that you are a support person on their team, not a medical provider.
You might say something like:
“A doula is a trained support person who walks with you through pregnancy, birth, and early postpartum. I do not replace your doctor or midwife. Instead, I support you emotionally, mentally, and practically so you feel more confident and less alone.”
You can also explain how you support partners:
“I also support your partner, giving them ideas, reassurance, and help so they can be present with you instead of feeling unsure or overwhelmed.”
The Doula Marketing Guide includes language like this in the sections about clear messaging.
If you want this kind of explanation written into your website and materials, the Doula BrandPack includes done-for-you messaging that explains your role clearly.
Want help refining your one-sentence description?
Book a free Strategy Session.
What Should a Doula Put On Their Website To Build Trust?
Your website is often the first place expecting parents meet you, so it needs to build trust quickly. They are asking, “Can I feel safe with this person? Do they understand what I am going through?”
To build trust, your website should include:
- a clear headline that explains who you help
- a simple explanation of what a doula does
- a section for prenatal, birth, and postpartum support
- 1 to 3 short stories or testimonials
- photos that feel warm and real
- clear packages or services
- a “how it works” section with simple steps
- an easy way to book a consult
The Doula Marketing Guide walks through this type of structure in more depth.
If you want a website that already follows this trust-building layout, the Doula BrandPack includes a complete site with messaging, visuals, and calls to action built for doulas.
Want help planning your site content?
Book a free Strategy Session and we will outline it together.
How should Doulas Use Social Media For Marketing?
Doulas do not have to be on every platform or post every day to find clients. Social media is helpful for educating people about what you do, sharing calm and supportive messages, and staying visible in your community.
The key is to use it in a way that feels real and not overwhelming. Focus on a few simple post types:
- what a doula does
- tips for preparing for birth
- partner support ideas
- short stories from your work (with permission)
- reflections on emotional support during pregnancy
You can learn how social media fits into your bigger picture in the Doula Marketing Guide, especially under strategy sections.
The Doula BrandPack includes content prompts and messaging ideas to help you post without staring at a blank screen.
Not sure how to build a simple posting rhythm?
Book a free Strategy Session.
