BY ELISE SILVER AND HEATHER RUSSELL

Postpartum families are looking for more than just basic support—they want a doula who is knowledgeable, compassionate, and an invaluable resource during one of the most transformative times in their lives. If you’re a postpartum doula looking to stand out in a competitive field, it’s essential to invest in skills, certifications, and professional practices that make families feel confident in choosing you.

Here’s how you can become the go-to postpartum doula in your community.

1. Invest in Certifications That Set You Apart

Having strong credentials reassures families that you have the knowledge and expertise to support them effectively. Consider obtaining:

Postpartum Doula Certification – DONA, CAPPA, or ProDoula certification adds credibility.
Lactation Support Training – Becoming a Certified Lactation Counselor (CLC) or even an IBCLC allows you to provide deeper breastfeeding support.
Newborn Sleep Education – Training through Taking Cara Babies or a Sleep Consultant certification helps parents establish healthy sleep habits early.
Infant CPR & First Aid Certification – Families feel safer knowing their doula is prepared for emergencies.
Perinatal Mental Health Training – Courses from Postpartum Support International equip you to recognize and support mental health needs.
Trauma-Informed Care Training – This is especially valuable for supporting families who have experienced birth trauma, NICU stays, or loss.

2. Offer Specialized Skills That Families Need

Beyond basic postpartum care, families seek doulas with expertise in specific areas. Expanding your skillset makes you more desirable, especially for unique parenting needs. Consider offering:

Babywearing Education – Teach parents how to confidently use wraps, slings, and carriers.
Multiples & Preemie Care – Specialized knowledge in twin/triplet care or NICU graduates sets you apart.
Gentle Sleep Shaping – Helping parents set up healthy sleep habits can be a game-changer.
Postpartum Meal Prep – Providing nutritious meal assistance supports the healing process.
Mental Health Awareness & Screening – Knowing how to recognize and address postpartum mood concerns makes families feel safe and supported.

3. Build a Professional & Trustworthy Reputation

Families want to work with someone they can trust. Establish yourself as a reliable and professional doula by:

Maintaining a polished website with clear service descriptions, testimonials, and credentials.
Being responsive in your communication—families appreciate doulas who answer inquiries promptly.
Having a strong contract that outlines expectations, services, and boundaries.
Presenting yourself professionally while maintaining a warm, approachable demeanor.

4. Stand Out by Making Life Easier for Families

Postpartum is overwhelming—families appreciate doulas who help lighten the load. Some ways to make their lives easier include:

Assisting with paperwork & insurance reimbursement – Many families use programs like CARROT Fertility or Maven, so guiding them through the process can be a major perk.
Offering flexible scheduling – Overnight shifts, virtual check-ins, and part-time support give families more options.
Providing virtual support – Some families may just need occasional guidance via text or video calls.

5. Stay Current & Continue Learning

The postpartum world is constantly evolving, and staying updated with the latest research and best practices keeps you competitive. To stay ahead:

Attend workshops, trainings, and conferences regularly.
Read up on new research about postpartum recovery, lactation, and newborn care.
Seek mentorship from experienced doulas or birth professionals to refine your skills.

6. Encourage Word-of-Mouth & Positive Reviews

Nothing builds your reputation faster than a glowing recommendation from a happy family. Encourage word-of-mouth marketing by:

Asking satisfied clients for testimonials to feature on your website and social media.
Offering a referral discount for repeat clients or those who refer new families.
Sending a small thank-you gift or handwritten note to show appreciation for their trust in you.

Becoming the postpartum doula of choice takes more than just a passion for supporting families—it requires a commitment to education, professionalism, and exceptional service. By investing in specialized training, offering valuable skills, and maintaining a strong reputation, you’ll naturally attract families who trust you with their postpartum journey.

Are you ready to take your postpartum doula career to the next level? Start by choosing one or two areas to strengthen, and build from there. Families are looking for compassionate, knowledgeable support—make sure they find it in you!

How to Become the Most In-Demand Postpartum Doula