How to Build a Thriving Doula Business: Small Changes, Big Results

If you’ve finished your doula training and are wondering how on earth to get those first few clients, you’re not alone. Every new doula feels that wobble, that moment of doubt where you ask yourself if this is really going to work. You’ve set up your doula directory profile, you've built your website, set up your Instagram, told your friends what you do, maybe even printed some lovely business cards… yet the phone stays quiet.

The truth is, building a doula business takes time. It doesn’t happen overnight, and it’s rarely the result of one lucky post or a viral reel. It’s about planting seeds, tending to them, and trusting that what you’re building is growing, even when you can’t see it yet.

So let’s talk about what actually works, the simple, consistent habits that make the biggest difference when you’re starting out as a doula.

The reality of starting your doula business

When doulas finish their training, many imagine that the hardest part is over. Actually, that’s where the real work begins, not the hard, draining kind, but the steady, soul-led kind that requires patience and consistency.

You might see other doulas sharing birth photos, testimonials, and fully booked schedules and think, “How do I get there?” The answer is connection, not the online kind that’s all about likes and hashtags, but real connection with people, with your community, and with your purpose.

Over the years, I’ve heard hundreds of doulas say the same thing: “I got my first client through another doula, a midwife, or a yoga teacher I met at an event.” Rarely do they say, “It was because of a hashtag or a paid ad.”

Building a doula business isn’t about selling. It’s about being visible in the right places, with the right energy, and letting people know what you do in a way that feels genuine.

If you’re just beginning your journey, our doula training course with the BirthBliss Academy gives you the knowledge, confidence, and foundation to start your practice.

The 80/20 rule for doula success

There’s a concept called the Pareto Principle, or the 80/20 rule, which says that 80% of your results come from just 20% of your efforts. This applies beautifully to doula work.

Think about it. You could spend hours tweaking your website font, planning social media content, or scrolling for inspiration, and none of that guarantees a client.

However, spending an hour meeting another doula for coffee or reaching out to a local antenatal teacher might lead to a genuine referral.

That’s the 20% that makes the difference.

Your 20% might look like this:

• A warm chat with a midwife who remembers you later when her patient mentions needing extra support.

• A friendly message to a mum you once met at a baby group.

• Sharing a post about your availability and asking friends to spread the word.

• Updating your doula directory listing with a new testimonial and photo.

It’s all about doing the small things that actually connect you to real people.

You’re not selling, you’re serving

Many new doulas struggle with visibility because they don’t want to sound salesy. It can feel awkward to talk about what you do or to ask for work. So, here’s the reframe that changes everything: you’re not selling anything. You’re offering one of the most valuable things there is, steady, non-judgemental support through one of life’s biggest transitions.

If someone says they’re pregnant or expecting their second baby, it’s natural to say, “I love supporting parents during pregnancy and birth. I’ve got space for a new client due early next year if you know anyone who’s looking for a doula.”

That’s not sales, that’s connection. It’s sharing what you love in a way that invites people in.

You’re simply letting people know you exist and that you’re available to help. The more you practise saying it, the more natural it becomes.

Small changes, big results

Let’s look at some of the simple, practical habits that build a strong doula business over time.

1. Know who you want to support

Not every doula is for everyone, and that’s a good thing. Some doulas adore working with first-time parents, others with families planning VBACs, and some find their passion in postnatal care. When you know who you want to serve, your message becomes clearer, and the right clients find you.

Write it down, say it out loud, and let it guide how you show up.

2. Keep your online presence fresh

Your website and social media are often the first impression people get of your doula business. Keep them up to date, with warm, genuine photos and words that sound like you.

Don’t overthink it, your clients aren’t looking for perfection. They’re looking for someone who feels safe, approachable, and kind.

Make sure your name is clearly visible, not just hidden in a social media handle. When people search for a doula in your area, they need to know who you are and how to find you. Include your full name on your website, in your Instagram bio, and anywhere else you appear online. It helps you build trust and makes it easier for clients (and Google!) to connect your name with your work.

Make sure your contact button is easy to find, your testimonials are visible, and your bio shares a bit about why you do this work, not just what you offer.

3. Use your existing network

So many doulas forget how powerful their current connections can be. Reach out to people you already know, old colleagues, antenatal class leaders, yoga instructors, or friends with small children.

Tell them you’re a doula, what kind of work you do, and that you’re taking clients. Most people want to recommend someone they trust. Give them that chance.

4. Keep following up

If someone enquires but doesn’t book straight away, don’t take it personally. Life gets busy. A gentle follow-up message a week later shows that you care.

Something like, “It was lovely chatting last week, and I just wanted to check if you had any more questions before deciding,” feels warm and thoughtful. Often, that one message is what turns an enquiry into a booking.

5. Offer value and visibility

Host a free antenatal Q&A, join a local parenting group, or share tips on baby feeding or postnatal recovery online. These are gentle ways to showcase your knowledge without “selling.”

Another brilliant way to build trust is by answering parents’ questions in online forums or Facebook groups. When you offer calm, evidence-based, and compassionate answers, people notice and often click through to see who you are. Just make sure your social media accounts clearly show that you’re a doula, with your name and what you offer, easy to find. That way, your helpful comments can lead people directly to your doula practice.

People remember doulas who make them feel seen and heard. So whether you’re chatting at a baby fair or posting on Instagram, focus on connection, not perfection.

6. Collaborate, don’t compete

This is one of the most beautiful things about the doula world: there’s enough work for everyone. When doulas support each other, the whole community grows.

Swap referrals, share resources, and celebrate one another’s successes. Your next client might come from a doula who’s fully booked or taking time off.

I’ve seen it again and again: the doulas who lift others up are the ones whose businesses quietly flourish.

7. Take care of your energy

Your presence is your most powerful marketing tool. People don’t hire doulas based on a checklist; they choose the person who makes them feel calm, understood, and safe.

When you take care of yourself, rest, eat well, get outside, and stay grounded, that energy shines through everything you do. Clients can sense it.

Consistency beats perfection

If there’s one message to hold onto, it’s this: consistency matters more than perfection.

The doulas who stay booked up aren’t necessarily the ones with the fanciest branding or the biggest social media following. They’re the ones who keep showing up, even when things are quiet.

Every post you write, every email you send, every chat you have over coffee is a seed. You might not see it sprout immediately, but one day that conversation turns into a referral, that follow-up becomes a booking, that workshop leads to a client.

The doulas who do well aren’t the lucky ones, they’re the consistent ones.

Building a doula business is like birth

This might sound funny, but growing a doula business has a lot in common with birth. You can prepare, learn, visualise, and surround yourself with support, but at some point, you still have to do it.

You have to take those first steps, trust yourself, and keep breathing through the uncertainty.

My doula training course gives you the strong foundation you need, the knowledge, skills, and confidence to start your business. But just like birth and your clients, you still have to do it. You have to be the one who takes action, connects, and keeps showing up.

There’s no shortcut, but there is a rhythm. Once you find it, everything starts to flow.

Real stories, real beginnings

Over the years, I’ve heard so many stories from doulas who felt like giving up at first. One shared that her first three enquiries never replied, and now she’s fully booked months ahead. Another said her first client came from a neighbour she’d barely spoken to before.

They all say the same thing: “I kept going. I kept talking about what I do, and it started to work.”

It’s about trust. Trust in yourself, trust in your calling, and trust that the right clients are finding their way to you.

The long game: why patience pays off

Doula work isn’t a quick career change. It’s a slow, deep, meaningful path. You’re not just starting a business, you’re building relationships and a reputation.

Your confidence will grow with every family you support, and before long, people will start finding you naturally, through recommendations, word of mouth, and the gentle ripple effect of your care.

Every time you show up with authenticity, you build trust. And that’s the foundation of every thriving doula business.

Words of encouragement

Becoming a doula is one of the most rewarding journeys you can take. But remember, it’s not just about training, it’s about putting what you’ve learned into practice, again and again, until it feels natural.

If you’re in that stage where things feel quiet, please know that it’s temporary. You’re learning, growing, and laying the groundwork for a beautiful, sustainable business.

Keep connecting. Keep learning. Keep trusting.

The seeds you’re planting today will become the roots of a strong doula business tomorrow.