How to Grow a Doula Business That Feels Aligned and Pays Well
You became a doula because you care deeply—about birth, about families, about doing meaningful work. Maybe it started as a calling… or maybe you just knew you were made for this kind of support.
But once the trainings are complete and the certifications are in hand, reality sets in:
Loving the work is one thing. Needing to become a savvy business woman? That’s another story and maybe not exactly what you signed up for.
If you're feeling a little stuck—or unsure how to move from “I’m a doula” to “this is truly working”—you’re not alone.
Being a skilled, compassionate birth worker is only part of the picture. The rest? It’s what you build around that work to help it grow—with confidence, structure, and clarity.
This post will walk you through five key shifts that can help you build a doula business that’s both aligned and profitable—one that supports your heart, your clients, and your life.
The Hard Truth: You Can’t Build a Business on Passion Alone
Most doulas are heart-centered, nurturing, and intuitive—all amazing qualities. But in the world of business, those traits need to be paired with strategy, structure, and confidence. That doesn’t mean selling out or becoming someone you’re not. It means learning to treat your passion like the profession it truly is.
Let’s walk through 5 key shifts that can help you go from just "doing the work" to building something sustainable, profitable, and purposeful.
Shift #1: Confidence Isn’t a Badge You Earn—It’s a Muscle You Build
Waiting until you "feel ready" will keep you stuck forever. Confidence doesn't magically arrive with your certification. It grows when you take action, even when you're nervous. The more you practice putting yourself out there, the more capable you feel. Start before you’re ready, and trust that clarity comes after action.
Shift #2: Stop Undervaluing the Heart Work
Being a doula is emotional labor—and it’s valuable. Many doulas undercharge because they feel guilty for making money doing something they love. But your clients aren’t just paying for your time. They’re paying for your presence, training and experience, calm, and guidance. It’s okay to be paid well for doing meaningful work.
Shift #3: Package Your Magic
Random hours and on-call texts aren’t a business model. You need to create clear, confident packages that help clients understand what they’re investing in. When your services are structured and easy to understand, clients are more likely to say yes. When you value your time and energy, others will too.
Shift #4: Talk About Your Work (Even When It’s Uncomfortable)
Marketing doesn’t have to be salesy. Think of it as sharing, not selling. The more people know what you do, the more lives you can impact. Show up online. Talk about your wins. Share your heart. Tell people how to work with you. You’re not bothering anyone—you’re inviting them into a relationship that will truly benefit them. If you really believe every mom deserves a doula, then it's a disservice to expecting families to not let them know how you can help them.
Shift #5: Surround Yourself with Mentorship & Momentum
The fastest way to stay stuck is to try doing it all alone. When you surround yourself with other birth workers, educators, and mentors, you gain perspective, encouragement, and accountability. Community moves you forward. Mentorship collapses the timeline.
When doulas make these five shifts, everything starts to change. They stop spinning their wheels and start attracting clients who value what they offer. They begin setting prices that reflect their worth, showing up with confidence, and building systems that support—not exhaust—their energy.
The result? A business that not only feels good to run but also pays them well for the heart-centered work they do. This is what building an aligned and profitable doula business really looks like—one that supports your clients, your calling, and your quality of life.
If You’re a Working Doula Who Feels Stuck…
You’ve already taken the first step by becoming a doula. But if your calendar isn’t full, your rates don’t reflect your value, or your confidence wavers—it might be time to make a shift.
This is exactly why I offer mentoring packages for new and growing doulas who want to build with strategy and heart. You don’t have to figure it out alone.
Learn more about mentoring options here.
Not a Doula Yet?
If you're still in the dreaming phase and wondering how to get started, my next Birth Boot Camp Birth Doula Certification Workshop is happening in July in beautiful central Florida—and now is the time to register.
You’ll need time to complete the required online learning modules before the in-person workshop, and spaces are limited. So if your heart is saying yes, don’t wait.
Learn more about training and register here.
Following your passion and being profitable isn't just a dream. It’s a process. And you don’t have to do it alone. Start with my FREE resource: From Passion to Profession: A Guide for New Birth Doulas
Ready to uplevel your brand and marketing materials? We can work on that in a Mentoring Call or you can DIY it with this handy Canva Guide! It's just $37 and will get you well on your way to crafting a brand you can be proud of!
