Should you include doula fees on your website? Pricing transparency for your clients – and AI

Updated October 2025

More and more doulas are asking whether they should list their prices online. It’s a tricky balance, and many doulas want to connect as humans first before discussing cost. Yet, the way people search for services is changing, and it’s happening fast… AI and Google now prioritize the doula websites that have transparent pricing and even match searchers with the doulas that fit their budget. In this post, we’ll look at why some doulas still choose to keep pricing private, how search engines reward transparency, and ways to share your fees without losing that personal touch that makes your work so special.

Imagine a pregnant parent types ‘doula cost near me’ into ChatGPT. If your site doesn’t show your packages or fees, the AI results might skip you entirely. Meanwhile, another doula with transparent pricing on their website is right there in the featured list. That shift is happening now. So yes, you need to keep reading – this is important!

When I first started out as The Website Doula way back in 2011, I was 100% on the side of “everyone should show their pricing on their website”. Over the past five years, I have still leaned towards saying “Yes, you should,” while recognizing that there are scenarios when it is better not to share 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, as well as a clearer public understanding of the cost and value received from those services.

The landscape is changing again, however, and my opinion on the eternal question of “Should you show your prices on your doula website?” is once again changing!

Should you show your prices on your doula website?

It’s a question that comes up again and again in the doula world. Most hesitate, and for good reasons.

There’s the emotional side. You don’t want to scare someone away before they’ve had the chance to feel your warmth or understand your value. You’d rather connect as humans first so you can hear their story, talk about what they need, and then discuss cost once there’s trust.

Then there’s the business side. Your doula pricing may vary depending on your birth plan, travel distance, or the level of support required. You might offer sliding scales or bespoke custom packages. That flexibility doesn’t always fit neatly into a single number on a webpage.

But the world of search has changed – and even more so within the past few months, now that AI search results have taken hold. Today’s clients, along with the AI tools that assist them, expect pricing transparency.

Search engines now prioritize service providers that display their pricing. AI assistants even suggest providers “within your budget.” So, if your pricing isn’t out there, you may not even be visible.

It’s no longer just about how people feel when they see your price. It’s also about whether they see you at all.

Why do some doulas hide their pricing?

There are good reasons many birth and postpartum doulas keep their pricing off their websites. It’s not about secrecy, it’s about connection and care. Deep down, many doulas believe, and not without reason, that a conversation builds trust in a way a number on a screen cannot. That belief is valid. Your services are personal, emotional, and unique.

Most doulas want people to meet them before seeing the numbers. You know that once someone talks with you, they’ll understand what’s behind the price: your experience, presence, and calm during one of life’s biggest transitions. A dollar amount can’t capture that. You want to convey your pricing in a way that is based on value rather than the number of hours of service provided.

For some, pricing isn’t fixed. Your doula packages are 100% custom, tailored to each family’s unique needs. You might offer a sliding scale, payment plans, or adjust based on distance, birth setting, or special circumstances. Listing a single set fee can feel too rigid or misleading.

What about the competition, you ask? Publishing your rates online indeed makes it easier for potential clients to compare your services with those of other doulas in your area. In some cases, competitors may lower their prices to undercut you, creating a downward spiral 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.

Or, perhaps your target audience is high net worth, and your services are priced accordingly; your skills & qualifications are the #1 deciding factor for potential clients, not cost. If this is the case, and your leads are primarily through personal referrals via word of mouth, the guidance provided in this blog post may not apply to you.

How AI Overviews and ChatGPT are changing search

Online search results for doula services have shifted fast. Google and AI tools now choose which websites to show in their search results in new ways, and pricing transparency is a key factor.

Clients are also searching differently. They’re busy, budget-conscious, and using AI chat tools to filter their options fast. Many won’t reach out just to ask what you charge; they’ll move on to someone whose prices are clear.

Clients might type into search or AI:

How much do doulas cost near me?

Find me 5 local doulas covered by Carrot Fertility insurance.

I need an affordable doula under $1500.

Check out what it gave me for this question: Find me the best doula package for birth and postpartum in Chicago – best price for services offered.

Chat GPT not only gave me six doulas to consider, but it outlined their pricing and package offers, and divided them into categories ranging from Strong value, low price to Premium, heavy postpartum.

Chat GPT search for doula packages and pricing

It then asked, “Want me to rank these against your needs, like hospital vs home, night help, or budget ceiling? I can narrow it down to the top two and draft outreach messages.” This means ChatGPT is literally helping families choose which doula to work with and then helping to arrange for their initial consult! Soon, AI agents will actually be booking the appointment for them!

Search results increasingly favor websites that include real, clear numbers for pricing and fees. Even if a person doesn’t type “doula cost,” search engines often assume they care about price. That’s why you’ll see AI-generated overviews with price ranges or suggestions asking if you want to find “providers within your budget.”

For example, here I asked ChatGPT for 3 doulas who provide VBAC services in Chicago:

Chat GPT search for local doulas

It found 3 great doulas, but then it offered to provide cost estimates for these…

If your doula website doesn’t mention pricing or packages at all, these tools may not include you in the mix of search results. They can’t guess your fees, so they skip right over you.

So, showing your pricing isn’t just about marketing anymore. It’s about staying visible in the search results that matter most.

Even when someone asks Google “How much do doulas cost near me”, the AI Overview answer will often highlight local doulas with clear pricing & packages. If you’re not linked there, they might not take the time to look further…

AI Overview for doula care costs in Los Angeles

Will sharing my doula cost on my website scare people away?

While including your pricing helps people find you, it’s not what makes them hire you. They choose you because of how they feel when they land on your site. The warmth in your words. The calm in your photos. The sense that you understand birth and new parenthood on a deep level.

Your pricing may get you seen, but your voice builds the bridge.

Transparency doesn’t cancel out connection. You can share your fees clearly and still sound compassionate, grounded, and personal. In fact, honest pricing can strengthen trust. It shows confidence in your value and respect for your client’s time.

When you combine open information with genuine humanity, it becomes easy for people to see both your worth and your heart.

You might even find that transparent pricing helps attract the right clients!

Money can be a touchy subject in birth work, and many doulas worry that listing prices will make their services seem transactional. But in reality, transparency is an act of respect for yourself and your clients. Clear pricing doesn’t just reveal what you charge; it also demonstrates confidence, honesty, and care. It helps potential clients feel safe reaching out, knowing exactly what to expect before the first conversation.

Transparency Builds Trust

Clients searching for doula support often feel overwhelmed by options. Seeing clear pricing reassures them that you respect their time and run your practice with integrity. It tells them, “You can trust me to be straightforward.”

When people don’t have to dig to find basic details like fees, it makes you approachable and client-centered. That simple act of openness starts the relationship on honest, comfortable ground even before the first consultation.

Eliminating Sticker Shock and Misaligned Budgets

Transparent pricing takes the awkwardness out of money conversations with potential clients. It helps you attract clients who are ready, confident, and aligned with your services.

When people can see your prices upfront, they can self-assess whether your services fit their budget. Without that clarity, they might schedule a consultation only to find out later that your fees are beyond reach, leading to frustration for both sides.

Many potential clients also feel uncomfortable asking about money. If your prices aren’t listed, they may avoid reaching out altogether. And if your rate turns out higher than what they imagined, they’re left to make a quick, uneasy decision.

By being clear from the start, you remove the tension. You’ll spend less time on discovery calls with mismatched clients and more time connecting with those who are truly ready to hire you.

Overcoming the Money Taboo

In birth work, where families are often budgeting carefully, talking about money can feel awkward. But transparency helps normalize it. As a doula, you already model open communication. Transparent pricing is is an extension of that same honesty.

Posting your rates says, “I know my worth, and I stand by it.” It’s not just about numbers – it’s about confidence, clarity, and accessibility.

When clients can see your fees without asking, it builds immediate trust. They know you’re someone who values openness and fairness, which sets the tone for a healthy working relationship from the very first click.

How to use doula packages and pricing tables to provide transparency without too much detail

If you’re not ready to post every detail of your fees, there’s plenty of middle ground between full transparency and total mystery.

Start with a “Packages from $X” note. This gives potential clients a sense of range without locking you into one number. It sets expectations while leaving room for conversation.

Consider offering tiered packages that show different levels of support. Even if most clients choose one option, the tiers help people see your flexibility and the value behind each choice.

A pricing table is a smart move for both humans and search engines. ChatGPT and Google love clearly labeled information, and visitors appreciate seeing options side by side.

Add a short note explaining what’s included and why the investment matters. Phrases like “includes two prenatal visits, on-call birth support, and postpartum follow-up” help people picture the value.

And if your fees vary, be upfront. A quick line such as “Sliding scale and payment plans available, let’s talk” keeps the door open without hiding what clients can expect.

It’s all about making pricing feel approachable and honest while keeping space for the human touch.

Where & how should you include pricing on your website for SEO & AI?

Once you decide to include pricing, make sure search engines and AI tools can actually find it. Simple structure goes a long way.

Use clear subheadings (H1 & H2) like “Doula Packages” or “Birth Support Pricing.” These phrases help both humans and search bots understand what your page is about.

Mention your local service area. For example, “Serving families in Asheville and Western North Carolina,” along with – ideally – a list of other local surrounding towns. Local keywords tell Google who and where to show your site to.

Maybe include “pricing FAQ” as a small section under your pricing where you answer typical questions (why this price range, travel costs, etc.).

Make sure your format is SEO / AI-friendly: one or two lines per package, bold numbers, headings. Clarity matters for bots and humans.

And finally, don’t hide your pricing deep in PDFs, pop-ups, or buried tabs. Keep it visible and easy to scan. If it takes more than a click or two to find, search engines may assume it’s not relevant.

You should also consider including a section on insurance coverage.

You should also consider including a section on insurance coverage and programs like Carrot Fertility, Maven, and Progyny. Including this insurance information on your doula website can make a real difference in how easily clients find and choose you. Here’s why it matters:

1. Clients Are Actively Searching for Covered Providers

More families are using fertility and wellness benefits through employers. Programs like Carrot Fertility, Progyny, or other health reimbursement options are growing fast. If you note that you accept or are reimbursable through these programs, you’ll show up in searches from people specifically looking for “Carrot-covered doulas” or “FSA/HSA-eligible doula support.”

2. It Removes Financial Uncertainty

People often search phrases like “doulas covered by Carrot Fertility” or “insurance for doula care.” Mentioning these terms on your website helps you rank higher for those queries. Plus, AI tools like ChatGPT and Google’s SGE are more likely to include you in recommendation lists when they detect those keywords.

Doula care is often seen as an out-of-pocket expense. Listing clear information about insurance or reimbursement options helps potential clients realize that support may be more affordable than they thought. That simple line, “Carrot Fertility and HSA/FSA funds accepted”, can be the thing that turns hesitation into inquiry.

3. It Builds Trust and Professional Credibility

Including insurance details signals that you understand the practical side of your clients’ lives. It shows you’re organized, informed, and familiar with modern benefits systems. That professionalism builds confidence, especially with first-time parents or clients used to navigating healthcare networks.

Fertility and perinatal care are changing fast. Including insurance options like Carrot shows you’re staying current and adapting to how families access care today.

What feels right to you?

Pricing transparency used to feel risky. Now your doula costs are part of how your business gets seen, and how clients start trusting you from the very first click. As AI tools become more central to how clients find you, making your pricing easy for AI to read may no longer be optional.

You’re being asked, perhaps, to step out of your comfort zone. As online search norms and requirements change, we have to continually adapt. What feels right to you?

A challenge for you…

Post just one package or a price range for your services for two weeks. Track whether you get contacts that feel more aligned. See how you feel about it. You don’t have to commit fully — experiment first and see what happens!

HOW CAN I HELP YOU?

Hi there, I’m Sarah Juliusson, and yes I really am a Website Doula. I support your practice growth with creative website design, seasoned business guidance, and plenty of great resources to help you find your way. With 13 years in web design, and another 20+ years as a health & wellness pro, I believe in the value of your work as much as you do. Explore your options for a custom website today.

- Sarah Juliusson (she/her), the WEBSITE DOULA