5 Doula Content Strategies to Attract Pregnant & Postpartum Clients (Not Just Other Birth Workers)

Sep 7

The Content Formula Doulas Need to Grow Their Business

Are you showing up online with conviction in your content? Or are you playing it safe—posting polished educational carousels, hoping not to scare anyone off?

Be honest: when you look at your last three posts, did they make a pregnant mama stop scrolling and think, “Wow, I need her in my corner”—or did they just blend in with every other doula’s feed?

This is where commitment matters. Not just committing to posting consistently, but committing to your voice, your perspective, your edge. That’s what makes you magnetic online and helps you get doula clients, not just likes from other birth workers.

Why Your Doula Content Isn’t Getting Clients

Here’s the truth: you’re posting, you’re trying to be consistent, but the only people commenting are other doulas. And while community support is amazing, doulas don’t hire doulas—pregnant and postpartum moms do.

If you’re putting in effort but still not getting inquiries, there’s a disconnect in your doula content strategy. Let’s fix it.

1. Likes Don’t Pay the Bills

It feels good when other doulas cheer you on—but that’s not the same as growing your business. Too many doulas create content that impresses peers instead of connecting with mothers who are awake at 2am Googling:

“How do I avoid induction at 39 weeks?”
“Do I really need a birth plan?”
“What does postpartum doula support look like?”

Your content should answer her questions and speak to her emotional experience. Connection over applause.

2. Content That Feels Like a Doula (Not a Textbook)

Posting labor stages and position graphics is educational—but information alone doesn’t convert. What she’s craving is reassurance and trust.

Example shifts:

❌ “Here are the four stages of labor.”
✅ “Here’s how I help you stay calm and grounded when each stage feels overwhelming.”

❌ “Swaddling helps babies sleep longer.”
✅ “I’ll be the one reminding you to rest while I swaddle your baby at 2am so you don’t burn out.”

Education is helpful. Empathy sells.

3. Doula Content Pillars That Attract Clients

The easiest way to stay consistent and convert clients? Build your content around five clear pillars:

Your Values + Beliefs – Let women know what you stand for.
“I believe no mother should feel rushed into an induction for convenience.”
What It’s Like to Work With You – Paint the picture.
“When I enter your birth space, my job is to read the room and meet your needs so you feel safe.”
Client Transformations – Share results with emotion.
“She never thought she could enjoy labor—but she did. She told me she felt more powerful than ever.”
Myths + Mistakes – Gently bust misconceptions.
“Myth: Doulas are only for home births. Truth: I support moms in hospitals, birth centers, and yes—even C-sections.”
Booking Info + Invitations – Make the next step clear.
“Two October spots left! Consultations are free and zero-pressure—book here.”

Rotating these pillars makes your content magnetic and bookable.

4. Real Story, Real Sales

I once booked a sales call where the coach info-dumped credentials without asking a single question. I felt like a number. The next day, I shared my experience online—and that post alone booked me three consults.

Why? Because it was real. It connected. It showed what not to do and invited people to a better way. Your lived experiences are powerful sales content.

5. Your Content Should Lead to Conversations

Here’s the gut check: when someone tells you, “I’ve been following you for a while,” do you have posts that guide them to book? Or are they just lurking?

You don’t need to be pushy—but you do need to be clear:

Invite them to DM you.
Remind them consults are free.
Share when you have openings.

Clarity converts. Visibility without direction does not.

Final Thoughts: Doula Content That Converts

If your posts are only getting applause from other doulas, it’s time to shift. Content that attracts pregnant and postpartum clients is content that speaks with conviction, emotion, and clarity.

When you align your message with your values, show moms what it feels like to work with you, and confidently invite them in—you stop blending in and start booking out.