The Client Journey Most Birth Professionals Ignore
Why You’re Struggling to Get More Clients
You’re showing up consistently, posting on social media, and maybe even running a website or blog—but clients still aren’t booking. You hear things like, “I love your content!” or “I’ve been following you for months,” but those followers rarely turn into paying clients.
The problem isn’t that people don’t want what you offer—it’s that you’re only speaking to one type of client: those who are already ready to book. But the majority of potential clients are still in the browsing and decision-making stage, and if you’re not addressing them, they’ll keep scrolling past your content without ever taking the next step.
Only Targeting Ready-to-Book Clients
Most birth professionals unknowingly focus their marketing efforts on clients who are already aware of what they need. You’re likely creating content about:
The benefits of doulas, midwives, or childbirth education
The services you offer and how they work
Encouraging people to book now!
But what about the expectant parents who don’t even know they need support yet? If your content doesn’t guide them from curious to committed, they’ll never take action.
Understanding the 4 Stages of the Client Journey
Instead of marketing only to those who are already searching for a birth professional, you need to reach all four stages of potential clients:
1. Unaware Stage (They don’t even know birth professionals exist)
⭐ What they’re thinking: “I guess I’ll just ask my OB everything…”
⭐ What to post: Content that educates and sparks curiosity, such as:
“Did you know hospital births don’t come with built-in labor support?”
“Think your doctor will be there for your entire birth? Here’s the truth.”
“You’re NOT supposed to just ‘tough it out’—here’s what no one tells you.”
2. Aware Stage (They realize birth support exists but don’t know if they need it)
⭐ What they’re thinking: “Wait, what exactly does a doula/midwife/childbirth educator do?”
⭐ What to post: Content that shows why they need support, such as:
“3 signs you need a birth doula (even if you have a supportive partner)”
“What’s the difference between a midwife and an OB? Here’s what to consider.”
“How childbirth classes can save you from a stressful birth experience.”
3. Interested Stage (They’re considering hiring someone but aren’t sure who)
⭐ What they’re thinking: “How do I pick the right birth professional for me?”
⭐ What to post: Content that builds trust and helps them choose you, such as:
Client testimonials and birth stories
A ‘Day in the Life’ video showing how you support clients
A blog post about what to ask when interviewing a birth professional
4. Ready to Book Stage (They’re looking for the final push to say yes)
⭐ What they’re thinking: “I want to book, but I need reassurance that I’m making the right choice.”
⭐ What to post: Content that removes barriers to booking, such as:
Breaking down payment plans and affordability options
Answering FAQs about your services
A limited-time offer or incentive for booking now
How to Implement This Strategy Today
1️⃣ Audit your current content—Are you only speaking to ‘ready to book’ clients? Start adding posts for earlier-stage clients.
2️⃣ Plan a mix of content—Use the four stages to create a content calendar that speaks to different client mindsets.
3️⃣ Use your website wisely—Include an FAQ, a free resource (like a checklist or guide), and a clear call to action for every stage of the journey.
4️⃣ Follow up with warm leads—For people who express interest but don’t book right away, nurture them with helpful content via email or DMs.
The reason potential clients aren’t booking isn’t that they don’t want support—it’s that they need more guidance before they feel ready to commit. By structuring your marketing around the full client journey, you’ll attract more inquiries, build deeper trust, and turn browsers into booked clients faster.
