Becoming a doula is a calling many of us feel deep within. We're naturally nurturing, supportive, and passionate about birth and postnatal care. But here's the hard truth: being a brilliant doula doesn't automatically mean you'll have a thriving business.
The Reality of Self-Employment
Self-employment, especially for women, comes with its own set of challenges. Society often views care work as something that should be offered for free, and some volunteer organisations that don't pay their doulas, reinforce the idea that doula support is a kind-hearted act rather than a professional service. Add to that the fact that many doulas are also mothers balancing childcare and family life, and it's easy to see why some never fully step into the role of business owner.
If you're struggling to get bookings, it's not because there's no demand for doulas. It's because running a business takes more than just listing yourself on a directory and waiting for the enquiries to roll in. It takes belief in your value, a willingness to put yourself out there, and a commitment to learning how to run a business—because that's exactly what you are now: a business owner.
Let's break down the real reasons some doulas struggle to get clients and, more importantly, what to do about it.
1. Do You Believe in the Value of Your Service?
This is the number one thing that holds many doulas back. You might be the most knowledgeable, compassionate, and skilled doula out there, but if you don't fully believe that your service is worth paying for, neither will potential clients.
Do you hesitate when telling people your fee?
Do you feel awkward talking about money?
Do you secretly worry that charging for doula work makes you less 'authentic'?
If so, you're not alone. Women, especially those in care-based roles, are often conditioned to undervalue their work. But here's the thing: being a doula changes lives. Your presence can mean the difference between a traumatic birth and an empowering one. Your support can transform the postnatal period for a new family.
People pay for things they value. The question is, do you?
If you find yourself struggling with this, spend time reflecting on your impact. Read testimonials from past clients. Remind yourself why you do this. And most importantly—practice saying your fee confidently. If you don't believe in what you offer, no one else will either.
2. Expecting Clients to Magically Find You
One of the biggest mistakes new doulas make is thinking that putting their name on a doula directory will be enough to bring in a steady stream of clients. While directories are great for visibility, they aren't a marketing strategy—they're just one piece of the puzzle.
People won't book you if they don't know you exist.
Building a successful doula business means actively putting yourself out there. That means:
Networking with doulas, antenatal teachers, and other birth workers – Make real connections with people who can refer you.
Building a presence on social media – Show up, share your knowledge, and let people get to know you.
Telling your local community what you do – Speak at baby groups and collaborate with baby massage or yoga instructors.
If you're sitting at home waiting for your phone to ring, it's time to change tactics. You have to be visible. You have to show up. You have to make sure people know you exist.
3. Thinking of Yourself as 'Just a Doula' Instead of a Business Owner
This is where the real shift happens. If you see your doula work as a hobby or something you do on the side, that's exactly what it will be. But if you step into the mindset of a business owner, you'll start taking the actions that lead to real, sustainable success.
That means:
Scheduling time each week to actively work on your business – not just attending births, but marketing, networking, and strategising.
Setting goals – How many clients do you want this year? How much do you want to earn? What steps do you need to take to get there?
Investing in yourself – Whether it's working with a business coach, joining a mastermind group, or taking a course on marketing, ongoing learning matters.
You don't have to do it all at once, but you do have to take it seriously. Running a business isn't about luck—it's about consistent effort.
4. The Reality of Self-Employment: Adapt, Change, Try Again
One of the biggest misconceptions about running a business is that you either succeed or you fail. That's not how it works. The truth is, you only fail when you stop trying.
Take Colonel Sanders, the founder of KFC. Before his chicken recipe became famous, he was rejected over 1,000 times. Imagine if he had given up after the first 100 no's. Or the first 500. Or the first 900.
Success is about persistence. It's about trying something, tweaking it, and trying again. If one marketing strategy doesn't work, try another. If one referral source isn't bringing clients, build new relationships. Keep going until you find what works.
The doulas who succeed are the ones who refuse to quit.
5. Choosing a Training Course That Supports Business Growth
Not all doula training courses are the same. Some focus purely on birth work, while others equip you with business skills and ongoing support. Before you sign up for a course, ask:
Do they offer business coaching or mentoring after training?
Do they provide marketing guidance?
Will they support you as you start your business, or do they wave goodbye once the course is over?
If you've already trained and feel lost when it comes to running a business, don't panic. There are plenty of ways to build your skills—through business coaching, online courses, and mentoring. The key is to recognise that learning how to run a business is just as important as learning how to be a great doula.
6. The Power of Visibility: Showing Up Matters
At the heart of every successful doula business is visibility. You could be the best doula in the world, but if no one knows you exist, they won’t book you.
✔ Show up on social media – Post about what you do, share testimonials, and educate parents about doula support. If you struggle with content ideas, start with the basics: What does a doula do? Why should someone hire a doula?
✔ Attend local baby & pregnancy events – Introduce yourself at baby shows, antenatal classes, breastfeeding groups, and yoga studios. Let them know you’re available.
✔ Host or attend networking events – Whether it’s in-person meet-ups, local business events, or virtual Zoom calls, find ways to connect with other birth professionals who can refer clients to you.
✔ Build relationships with other doulas & antenatal educators – If a doula, hypnobirthing teacher, or breastfeeding specialist knows and trusts you, they’ll send clients your way.
✔ Offer free educational sessions – Run a free “Birth Planning 101” or “Fourth Trimester Support” session at a local café, baby group, or online. When people see your knowledge and passion, they’ll be more likely to book you.
✔ Join relevant Facebook groups – Many local parenting groups allow professionals to post once a week. Answer questions, offer advice, and make your presence known.
✔ Email past clients & encourage referrals – Happy clients are the best marketing! Ask if they know anyone who might benefit from doula support. A personal recommendation goes a long way.
The Doulas Who Succeed Are the Ones Who Show Up
If you take one thing from this article, let it be this: success isn’t about luck. It’s about showing up, again and again, even when it feels hard.
✨ Believe in your worth & charge accordingly
✨ Get out there & make connections
✨ Think like a business owner, not 'just' a doula
✨ Adapt, learn & keep going
Running a successful doula business isn’t about having all the answers from day one. It’s about being open to learning, trying new things, and not giving up when things feel slow.
If you’re struggling to get clients, you’re not failing—you’re learning.
Keep going, keep showing up, and keep believing in the life-changing work you do. The families who need you are out there—they just need to know where to find you.
Now go build that business. You’ve got this! 💜
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