Doula Cost: Should I include my doula fees on my website?

Should I include my doula cost on my website? Yes, no, maybe so? It comes up over and over again with my doula web design clients. Some are 100% on the yes side, others 100% on the no side, and some are simply unsure. Interestingly this topic inspires many STRONG feelings in the doulas I talk with.

Honestly? The answer to this question will be different for each of you, but it’s important to make an informed decision. Here are key factors to consider when deciding to include your pricing or not, and creative ideas for a “middle ground” if you’re not a clear Yes or No to this question. 

When I first started out as The Website Doula in 2011, I was 100% on the side of “everyone should show their pricing on their website”. Today I still learn towards saying “Yes, you should”, but there are scenarios when it they are better not shared without the context provided by a personal conversation.

Interestingly I don’t tend to have this conversation with my other holistic practitioner clients such as massage therapists and chiropractors. For them, the answer is a clear and definite Yes. I imagine this is due in part to the more standardized pricing in those industries, but also a clearer expectation of cost and value received from those services.

Here are my thoughts in 2025:

Transparency is key in the world of doula services.

As birth and postpartum professionals, you’re in the business of trust. Clients invite you into their most vulnerable moments, requiring a foundation of openness and honesty.

Yet, when it comes to doula cost and pricing, the waters get murky.

‣ Will sharing your rates on your website scare potential clients away?

‣ Or will it attract your ideal clients and save everyone time and heartache?

Opinion A: Yes, you should list your doula package costs on your website

Building Trust with Potential Clients Through Openness

Clients seeking doula services often face an overwhelming number of choices. Displaying your pricing openly can reassure them of your professionalism. Transparency signals that you respect their time and want to build a relationship based on trust.

When potential clients don’t have to dig for basic details, such as your fees, it makes you appear approachable and client-centered. This level of openness can lay the foundation for a positive working relationship even before the first consultation.

Eliminating Sticker Shock and Misaligned Budgets

Including prices upfront helps clients self-assess whether your services fit within their financial means. Without clear pricing, prospective clients may invest time in consultations only to discover later that your fees exceed their budget. This can lead to frustration for both parties.

Many people feel uncomfortable talking about money. By not listing your prices you are putting them in the position of having to ask – and then if your price is higher than what they had assumed or imagined, they need to quickly decide whether or not to move forward in conversation with you. Some potential clients may be so uncomfortable with having to ask that they simply won’t call in the first place.

By eliminating sticker shock, you save time and foster more productive conversations. Clients who reach out after seeing your rates are more likely to be serious about working with you – no more discovery calls with people who think a $500 doula cost is a fair rate for doula care…

Overcoming the Taboo of Talking About Money

In the birth industry, when family budgets are often already stretched thin, discussions about money can feel uncomfortable. However, being transparent about your rates contributes to normalizing these conversations. As a doula, part of your role involves advocating for open communication. Addressing costs directly on your website demonstrates confidence in your value and enables clients to engage with you without hesitation.

By placing your prices online, you’re sending a powerful message:

“I know my worth, and I’m not afraid to own it.”

When potential clients don’t have to dig for basic details, such as your fees, it makes you appear approachable and client-centered. This level of openness can lay the foundation for a positive working relationship even before the first consultation.

Consider this scenario:

A pregnant family eagerly browsing doula websites is trying to find the perfect match for their birth experience. Overwhelmed by options, they are unsure what a typical doula even charges.

When they come across a site that clearly lists pricing packages, they breathe a sigh of relief. No more guesswork or awkward money conversations down the line.

Birth is a time when vulnerable families need to know they can trust their team.

Why not start building that trust from the very first click by displaying your prices upfront?

Opinion B: Making the decision to NOT include your doula fees on your website

There are some situations when I think it is absolutely appropriate to NOT include doula costs on your website. 

• Your doula packages are 100% custom, tailored to each family’s unique needs. 
• You want to convey your pricing in a way that is based on value over hours of service provided.
• You have found that when you have the chance to talk with a potential new clients, your have a much better chance of turning them into a paid client, even if your pricing initially appears to be out of range for their budget.
• Your target audience is high net-worth, your services priced accordingly, and your skills & qualifications are the #1 deciding factor for potential clients, not cost.

Fear of Losing Potential Clients

Some doulas worry that listing prices might scare off clients who assume they can’t afford their services. Without the opportunity to first explain the value you bring, clients might dismiss your services based solely on the numbers.

While this concern is valid, keep in mind that those who are unwilling to pay your rates may not be your ideal clients. The goal is to attract individuals who value your expertise, rather than trying to convince skeptics.

Still, without listing pricing you could have potential clients make assumptions about your pricing, and possibly leave your site because they assumed “wrong”? We live in the information age, when people expect to be able to find the information they need, fast.

Comparison Shopping and Undercutting Competitors

Publishing your rates online makes it easier for potential clients to compare your services to those of other doulas in your area. In some cases, competitors may lower their prices to undercut you, creating a race to the bottom in terms of fees.

This dynamic can be discouraging, especially if you’ve spent years honing your skills. However, remember that pricing is only one factor that clients consider. Your unique strengths and approach often outweigh simple cost comparisons.

Maintaining a Personalized Approach to Client Needs

Some doulas prefer to discuss pricing during consultations because it allows for a more personalized conversation. By understanding a client’s specific needs, you can recommend a package tailored to them. This approach helps you connect with clients on a deeper level before financial discussions take place.

If you feel that your services require detailed customization, not listing prices could give you the flexibility to adapt to each client’s situation.

Consider this scenario:

A pregnant family eagerly browsing doula websites has just found your website and are certain you are their dream doula. But… can they afford you? They click around looking for pricing and there’s nothing to be found, just a contact button. So frustrating! Maybe it’s so expensive it’s totally out of range? 

At this point, ideally, they will be so impressed by you that they will reach out and book that free discovery call to find out your pricing. This is most likely to happen if budget is simply not an issue for them. Or, they give up and move on to another doula whose packages are clearly listed, never giving you the chance to help them understand the value behind their investment, nor learn about a payment plan that would have your care possible for their budget.

So, is there a middle ground when it comes to your doula cost & your website?

Absolutely. If you don’t want to show the cost of your doula care directly on your website, there are simple things you can do to hit more of a “middle ground” when it comes to displaying your pricing.

• Offer a starting price range or example packages to provide a general idea without boxing yourself in. This is known as price anchoring, so families at least have a sense of whether or not your packages will be in range for them. EXAMPLE: Custom packages start at $1500. Payment plans available. Contact us today to create the ideal package for your needs.
• Consider sharing a pricing PDF via email that potential clients request using a simple contact form. This then allows you to reach out to them directly to have a conversation once they have seen your pricing.
• Use your website to educate visitors on the immense value of doula support, priming them to see your services as an investment rather than an expense.
• Share creative ways families can generate the funds needed to cover the doula cost, including programs such as Carrot Fertility or other employer programs for maternity-related costs, gift certificates, and baby registries.

The truth about including fees on your website:

There’s no one-size-fits-all answer (sorry!)

It truly depends on:

‣ Your unique business model

‣ Your target audience

‣ Your personal boundaries and comfort around money talk

However, here’s the bottom line:

Whether you choose to share your doula cost publicly or not, the key is to approach the conversation with confidence, clarity, and compassion.

Your pricing reflects your worth as a professional. Own it. Communicate it effectively in a way that works for you & your clients.

Trust that the right clients will find their way to you.

The rest will fall into place, I promise.