website must haves for your birth business

Your website is a direct reflection of who you are and the work that you are doing in the world. It should attract your dream clients and work for you. So many doulas are losing potential clients due to a website that isn't functioning properly, lacks the right information, and shows a list of services and pricing without the heart of what we do. All while completely missing the opportunity to show what really matters—the transformation mamas receive from working with you and how you get women there.

Imagine your website is the first time someone is meeting you. I have had mamas tell me they saw my picture and knew I would be their doula. After reading through my website there were none that compared. How it was the only one they resonated with. This goes far beyond a well structured site with pretty photos. It is the language, the passion expressed and communicated seamlessly. It's the authenticity that only comes from transformational outcomes for the women we serve.

My heart is centered in helping birth workers achieve a soul aligned business. Though this work is founded in meaningful relationships, intimate moments of life, intentional motherhood, and not business—we need to sustain ourselves in this work, avoid burn out, and reach the women we are called to serve. Even all of this can be achieved when you are guided in the way that avoids hustle and welcomes slow feminine entrepreneurship. 

Your website should be a reflection of how you serve women, why they should choose to work with you, and how working with you benefits their motherhood journey. There is a statistic that 97% of people who look at the landing page of your website are not ready to book your offerings. This is your opportunity to give them the information and excitement to move in the right direction.

Before we begin looking at the pieces of a good landing page, let's discuss what they are and their purpose. A landing page is the first thing a potential client sees. Maybe they clicked on a link from google, another blog, or your instagram bio. Usually a landing page has basic information about a business while other pages with more in-depth information are linked to it through call to actions that prompt someone to read more about a product or service. This basic information should include your business name, a brief description of the work you do, love notes from your past clients, a brief description of who you are, your offerings, a lead magnet, blog information, and a way for people to stay connected.

When you are telling people who you are, it should be more about how your role gets women to their desired outcome. Most doulas will have a bio that explains what brought them to this work, how long they have been serving women, their family and things they enjoy. While this is all great, let's start somewhere else. Your landing page should have your photo with what I would call an "introduction" which is a short paragraph about who you will be for that woman and how you will help her reach the desired outcome. In the simplest terms, you want this mama to envision you walking alongside her on her journey. If she wants to read more about you she can click the button below that says "read more about Jane" or "meet Jane" that can then take her to an about page explaining the details of how long you've been in this work and what inspired you to get started.

Your products and services are how you get women to their desired outcome. Maybe it is a natural birth, to feel empowered in their motherhood, or to have someone who will support their decisions. You’re offering a transformative experience and this is what women are looking for. After she reads about the transformation and decides she would like more information, then you can give specific details such as the number of prenatals you provide, hours of birth support, and how much it is to work with you. These details should come later as it is the transformation you are selling, not the number of prenatal visits. They should already be ready to work with you before learning the details and cost. That information can be on a separate page linked to a “learn more” button or in a brochure that is automatically emailed to the potential client after they opt to connect with you.

The lead magnet is one of my favorite parts of it all. I love giving gifts, this is the perfect way to build your email list while giving a valuable resource to mamas who visit your website. Lead magnets are a way to draw in more people. It is a free resource that can be obtained by website visitors in exchange for their email. Why would you want someone’s email? You want to collect emails because you are essentially creating a list of women looking for the services you offer with a direct way of contacting them. This is so much better than social media followers as those platforms constantly change. When you have a solid email list you create an audience that is there to stay. Lead magnets can be as simple or complex as you desire. For example, you could give a free home birth checklist or a mini course on creating an intentional pregnancy. The options are limitless, but a lead magnet is a must!

Along with the act of giving, having a blog is a great way to share your knowledge with potential clients. The more you give and share quality resources, the more people will find value in what you have to offer. They will be delighted to receive your email newsletters while finding value in the way you serve the community. Sending your tellings to your list is an easy way to stay connected with your email list. These should be displayed briefly on your landing page with an option to subscribe to your newsletter for more free resources and valuable information.

The landing page of your website should be a glimpse of the way you serve your community. It should draw women in—they should be ready to get in touch with you to learn more about working together or stay connected through your email list. Creating a website for your birth business can feel overwhelming, but when you can implement these steps you will elevate the way you connect with women looking for your support. 

Don’t worry about perfection; start with intention. As you refine your message, your imagery, and the way you invite women into your world, your website will begin to work for you — attracting the clients who feel deeply aligned with your energy and ready to take the next step.

You’re not just building a website. You’re building a bridge between your calling and the mothers waiting to walk this journey with you.