The Ultimate Guide to Doula Websites

Building an effective doula website isn’t just about having a cute logo or snazzy colors. For birth and postpartum professionals, a well-crafted online presence means the clients you are meant to serve can find you online & feel excited about hiring you. With this guide, I’ll walk you through how to choose the perfect website builder, establish your brand identity, and create a standout doula website that attracts clients like bees to honey. Let’s get started!

With the rapid growth of the doula profession—projected to reach a $5.4 billion market size by 2025—the importance of having a standout online presence has never been clearer. There are more doulas in your local community than ever before, and while there are plenty of pregnant and postpartum families in need of your support, you need a website that can help you stand out!

My ultimate doula website guide will take you through the essentials of crafting a compelling doula website, from selecting the right platform to including key features that resonate with your target audience.

TABLE OF CONTENTS

Introduction: Understanding your online presence

Creating a website where potential clients feel welcomed and informed can be challenging, even when you’re an expert doula who feels 100% comfortable doing exactly this with your clients. Establishing your brand’s voice online requires thoughtful consideration of your audience, effective web design choices, and powerful content. I’m going to do my best to outline everything you need to consider to launch your best possible doula website so you can feel confident online and ditch the overwhelm.

If you just launched your doula business you’re likely starting from scratch and feeling more than a bit overwhelmed by all the tasks on your to do list. If you’re a seasoned doula with an existing website that isn’t working for you anymore, it can be just as overwhelming knowing what changes you need to make to turn the tides and find more clients.—from choosing the best platform to defining a brand strategy that speaks directly to your ideal clients.

Choosing the right website builder

Before diving into doula web design tips, let’s figure out which platform suits your needs best. Whether you’re leaning toward WordPress, Squarespace, or Wix, understanding what each offers will save you time, frustration, and maybe even a few tears later down the road. There is no single platform that is the best choice for everyone – each one has it’s pros and cons and it’s important to make an informed decision.

Should you choose WordPress, Squarespace, or Wix as your website builder?

Let’s break it down…

WORDPRESS: Best for doulas who are established & wanting to grow, and those just starting out who want a flexible platform they can grow with.

WordPress is fantastic if you’re seeking customization and flexibility. While it has a steeper learning curve compared to its counterparts, it allows total control over your site and now includes drag & drop options for editing content. It is the best of the 3 platforms for search engine optimization. You can add numerous plugins, allowing for features tailored specifically to doulas. It does require a decent learning curve if you’re not tech-savvy, and will require a hosting plan.

SQUARESPACE: Best for new doulas who are just starting out and wanting a beautiful, user-friendly DIY platform with all the features they need baked in.

Squarespace shines in its lovely templates designed with small business owners in mind. It’s relatively user-friendly and ideal for those less technically inclined, combining aesthetics with function seamlessly. There are limits to what you can do with search engine optimization, and the templates aren’t flexible enough to allow for much customization. Plans can get pricy depending on the features you need.

WIX: Best for new doulas who are just starting out and want to build their own website quickly without feeling overwhelmed by tech.

Wix offers the simplest drag-and-drop interface, making it super accessible for anyone who’s intimidated by code. However, it might not provide the same depth of features as WordPress, the templates aren’t as nice as those on squarespace, there are less tools included, and search engine optimization is somewhat limited. Still, for many, it’s more than enough to showcase their doula services when launching their practice.

It is important to note that if you decide to move to WordPress or Squarespace in the future, moving your content over from Wix is complicated, and if you have lots of blog posts they will have to be transfered by hand (a huge pain when the time comes!) Also, their mobile versions of the sites are sometimes clunky.

Pricing considerations

Your budget plays a role in deciding between platforms. As of 2025, here’s a rough breakdown:

• WordPress: Can be cost-effective but hosting costs vary widely. Depending on any extra features you want such as a shopping cart or scheduling tool there may be extra expenses.
• Squarespace: Basic plans typically range from $12 to $40/month, based on needed features.
• Wix: Ranges from around $14 to $39/month, with various pricing tiers to match your needs.

Wix and Squarespace have tiered pricing structures to grow along with your changing needs. Make sure you pick a plan that matches not only your current business status but also the key features you need for success.

My choice of website builders as the Website Doula? WordPress!

As a web designer & developer I work exclusively in WordPress because it offers the best combination of features to support birth & postpartum businesses with growth goals. Clients who hire me who started their practices with squarespace and wix sites often express to me that they feel like they have outgrown their website. It simply can’t do what they need it to do for them, and it’s time for a new website foundation that will take them to the next level.

Crafting your branding kit and logo

Now that you’ve chosen a website builder, let’s make sure your doula business looks the part. A cohesive brand identity sets the stage for attracting the right clients.

Who are your ideal clients?

If you’re thinking your ideal clients are simply people who are pregnant…think again. Put some time into really considering the clients you feel most called to serve, who fit your style and approach best, and who will most benefit from your care. Understanding your ideal client allows you to better define your brand colors, typography, the images you choose, and even how you write your website copy.

Why branding is crucial

Branding encompasses everything from your logo to your color scheme, typography, and voice. When done correctly, it tells your story and gives clients insight into who you are as a practitioner. An impactful brand leads to greater trust, making potential clients more likely to reach out.

Branding is about forming an emotional connection with your potential clients before you even meet them. A unique brand identity can set you apart from other doulas and create the resonance that makes people click BOOK NOW!

Elements of an effective brand identity

Create a branding kit that includes the following:

Values: What are your values and mission as a doula? What do you stand for? Your brand identity should
reflect these ideals clearly. Choose colors, fonts, and imagery that evoke feelings aligned with your
philosophy. Having a defined identity will make every decision regarding your website and marketing materials easier and consistent.

Imagery: Consistent imagery that aligns with your practice makes your branding stronger and reinforces your message across platforms. Check out my blog posts on doula stock photos & how to plan your brand photo shoot. Look for images that feel authentic and aligned with your clients, not overly posed & stocky.

Logo: A memorable logo conveys your services effectively; keep it simple yet unique. Here are some of the most common doula logo mistakes I see repeated over and over again.

Color palette: Choose colors that evoke the emotions you want associated with your services. Blues and greens often convey calmness, while warmer tones promote warmth and compassion. Make sure your buttons are a stronger color that provides contrast to your palette so they are easy to find!

Typography: Select fonts that reflect your personality. Go for readability without sacrificing character. Here’s a guide to choosing your free Google web fonts.

DIY vs professional branding design

Designing your own branding elements can save cash but requires time and some skill. On the flip side, a professionally crafted identity elevates your brand image significantly. Consider semi-custom options for a happy medium if budget constraints are a concern. If you’re keen to go DIY, tools like Canva can help get your creativity flowing without emptying your wallet but remember that other doulas in your community might very well design the exact same logo…

That said, I don’t think logos should be the #1 priority for most new doulas. You can keep it simple with just your name or business name in a nice font. I’ve been in business as The Website Doula for 15 years now and I still have only the simplest logo that I designed in about 15 minutes. You’re not McDonalds. You don’t need people to drive down the highway and recognize your golden arches to hire you as their doula. They will remember you because of who you are as a practitioner, not because of your logo.

Essential elements of a successful doula website

Your website isn’t just about looking good; it also needs to work hard to convert visitors into clients. Here are the non-negotiables for your site.

Key components to include:

Clear service descriptions: Be straightforward about your offerings; vagueness won’t cut it when parents are searching for clarity.

Engaging About Me section: People want to connect with real humans—not just names on a webpage. Write in first person & start building a relationship with site visitors! I’ve shared more helpful tips for your about page here.

Location details: State your service area upfront for local SEO benefits. No sense luring someone in Alaska when you only serve New York, right? Including your service area on your home & service pages in the main body text AND in your footer is essential.

Testimonials: Social proof matters. Real feedback builds credibility faster than anything else, and client testimonials are a key way to build your authority. Including reviews as a feed from your Google Business Page is even better! Choosing reviews that focus on impact & transformation (how did you change their experience?) is ideal.

Resources page: Offering valuable content helps position you as an expert in your field. Consider guides, articles, or tips that prospective clients would appreciate. Here are some of my top tips for an awesome doula resources page.

Strong calls-to-action (CTAs): Make it easy for visitors to contact you or book services with strategically placed buttons that stand out.

Include high-quality, professional images of yourself on the website. Clients want to see the face of the person they might be working with during such an intimate time in their lives.

plus….

Optimizing for search engines

Search Engine Optimization (SEO) is your secret weapon in getting noticed online. Since 92% of traffic goes to the first page of results, it’s critical to incorporate relevant local keywords throughout your website. Effective SEO techniques mean new clients can find you organically. SEO is essentially a language you have to learn, and there is way more to it than the simple tips below, but these tips are a good start to your SEO efforts.

Perform keyword research to identify terms used by your target audience. Incorporate these naturally throughout your site. I suggest the free tool ubersuggest. Consider phrases that potential clients might search for, such as “doula + city name” or “birth support near me.”

Optimize your site structure with clear navigation. Keep menus tidy and ensure your URLs are descriptive but not too long. For example, name your service page /birth-doula/ not /services/ or /birth-doula-services-for-pregnant-families-in-atlanta/

Make sure you have one primary keyword or keyword phrase for each page or blog post on your site. Include it in your headers, image names & alt text, body text, and behind the scenes in the page title & meta description.

Educate your audience through blog posts, FAQs, and resources related to pregnancy and childbirth. Providing valuable content builds trust and establishes you as an expert in your field and creates more ways people can find you online!

Google Business Profile & directory listings

As a local service provider, optimizing for local searches can significantly impact your visibility. Make sure you claim your Google Business Profile listing, ensuring it’s filled out accurately with your services, location, hours, and even client reviews. Basically, if they give you an option to use 750 characters, sue all 750. Any information they ask for, complete it! Also, try to sprinkle service and location-specific keywords throughout your content to signal your location & services more strongtly. And… get great reviews – lots of them!

Getting listed in local provider directories enhances your search engine presence too. People are actively searching for doula services in their area with terms like “doula near me”, so don’t miss out on this opportunity to be found.

Mobile-friendly web design

A responsive website adapts seamlessly to different devices. In this day and age, that seems like it should be a given, right?

While most modern website builders, including Squarespace and Wix, offer responsive designs as part of their template offerings, the mobile versions can be clunky. Because their mobile versions are a mirror of the larger screen option, you can’t change the design on mobile without impacting the full-size version of the site. On WordPress sites, in contrast, we can create a custom version of your site pages specifically for the mobile experience.

Conversion tactics to turn visitors into clients

Finally, don’t forget conversion optimization strategies. Conversion optimization, what??? Ok, so we need poeple who LAND on your site to BOOK & BUY on your site as well! A few strategies you should consider include:

• Service pages dedicated to each service so there is enough information for people to make an informed decision.
• Make sure your content communicates the value of your services – how will they benefit from working with you?
• Helpful FAQs will address concerns before visitors even think to ask.
• At least one button towards the top of the page (ideally seen before they scroll) to book a consult / buy now / register, etc… – whatever the action is you want site visitors to take. Ideally the button will be visible a few times lower on the page as well!
• Consider using lead magnets such as downloadable guides to gather emails, nurturing leads with consistent, meaningful communication thereafter.
• Use social proof heavily—trust badges, reviews, and any credentials work wonders.
• A doula blog allows you to continually grow your site with fresh new content that can inform & engage your potential clients – and help you show up more in search!

Build your doula website yourself or hire a pro?

Once you’ve established the essentials for your site, it’s time to contemplate how you want to bring it all together. It’s time to choose: go it alone and build your own website, or enlist the help of a professional web designer?

The main allure of DIY websites is of course cost savings. You’ve already invested in training, and your doula tools, and it’s starting to feel like a lot, especially for those of you who are brand new tools… Plenty of DIY website building tools are available, allowing you to build something quickly.

However, remember that you’ll need to dedicate time and effort—both of which could draw your attention away from outreach to clients & community partners, and serving actual families! I’ve seen lots of new doulas get stuck building a site and lose months of time figuring out the technicalities when they could have simply had a website that worked for them & found new clients from day one…

When you say yes to having a professional web designer you can trust you will have a polished, professional website, likely better site formance, and MUCH faster launch time. We understand the nitty-gritty details of SEO and conversion optimization, making sure your website is actually effective in attracting new clients. Plus, a polished site can instill more confidence in prospective clients, making them more likely to choose you as their doula.

Of course, hiring a pro is a significant expense to factor into your doula business budget. But consider it an investment in your brand. Yes, you’ll spend more money upfront. But you’ll also get new clients faster – how many new clients will take to pay off that investment?

Factors to consider in your decision

Long-term vision—consider your business growth goals. Do you see this being a longterm career? Growing to have multiple services and perhaps even team members? How quickly do you want to reach those goals?

Your budget—what are you willing to invest? Do the math & look at the ratio between investment and income potential.

Time—you may have young kids, or a part-time job, or already a busy doula practice with clients who need your full attention. Is building a website the best place for you to invest your energy?

Technical skills—how comfortable do you feel with technology? I often ask clients to evalute their level of tech CONFIDENCE. Note I’m not measuring COMPETENCE – this can be learned. But if you’re not confident enough with tech to click a button and see what happens, you likely won’t do very well building your own website!

Factors to consider when hiring a web designer.

Hiring the RIGHT web designer for your project is so important. Here are some of the key factors you should consider when choosing who to work with. Don’t just go for the cheapest option – often this ends up in money flushed down the drain. Make an informed decision!

Familiarity with doula work. I can’t tell you how many times i’ve heard from doulas who hired a local company or family member to build a site for them and ended up with something that felt like a dentist office website. Make sure the person you choose to work with not only knows what a doula is, but understands the deeply personal nature of your work with families and is invested in your success.

Ask for referrals. Web designers should be willing to connect you with past clients to share their experience. You can also check for their google reviews. Ask how the build process was. Did they respect deadlines? Were they helpful in the planning process? Receptive to feedback? What kind of results have they had with their website?

Check out their design portfolio. Look at their past work, and ideally find other clients in the health & wellness space. Does it have some of the vibe you are wanting? Is the design polished, or clunky? Do they use templates, or provide custom designs? Be sure to also check the sites out on mobile devices, given that roughly 50% of your audience will be seeing your site for the first time on their phone!

SEO skills. Do they have advanced SEO training? What kind of results do their client sites get with local SEO? What SEO elements are included in your site build & launch?

Committed to client education. Does the designer provide client training to manage & edit the site yourself? This is a priority for most of the clients I work with, and it’s important for you to be able to update pricing or add a new team member without being dependent on your designer. Too often design companies refuse to “hand over the keys”, and leave doulas stuck with a site they can’t manage themselves.

Are you ready to have a new doula website?

I’ve shared a lot of ideas here on building your new doula website. Just as you help families make informed decisions, my role as your Website Doula is to help you make the right decision for your doula business.

If you’ve read this post and think that having skilled help from a professional web designer might just be the best choice for your doula business, click here to learn more about my website packages and book your website build. I’d love to help you make your new site a reality.

If you are feeling confident that building your own site is the right choice for you, fantastic! Even when you’re doing it DIY, you can still have a Website Doula. I’m here to help with search engine optimization packages, home & service page copy and more.

What is the first step you’ll take towards building or improving your website today?

In the end, your website is a reflection of you as a birth or postpartum professional. By investing thoughtfulness into every detail, you’ll attract the clients that resonate with your philosophy and practice – and that you’ll love working with. So harness your creativity, embrace the process, and enjoy building your virtual home – by yourself, or with a web designer.