5 Must Haves on Your Website
Squeezing hips, being a calm presence, and holding space during the beautiful experience of new life is why you went to Doula training, right? Your presence probably makes people feel better just by being near you.
If the thought of creating your Doula website makes you cringe, I’ll do my best to make it as easy as possible for you. Think of it as me holding space for you as you build your new online presence.
Before we get into the five things that you can add to your birth business’s website to help you connect with your potential clients online, let’s chat about why your website is so important.
Do you need a website for your Doula business?
One of the business lessons from 2020 is that an online presence is no longer optional -- it’s a must. A business Facebook or Instagram page will get you started, as you build your website behind the scenes. Remember: social media pages are rented space and your website is internet ownership.
Relying on referrals? Good. A well-planned website will reinforce word-of-mouth referrals and allow clients to start connecting with and getting to know you before they ever meet you in a virtual call.
For example, let’s say you support a family that refers a newly expecting couple to you. My guess is that the new family is going to “internet stalk” you—go to your website, check out your social media, read others’ reviews and testimonials about what it’s like to work with you. Incorporating referrals and an internet presence into your overall marketing plan is how you build a sustainable business.
Part of my job is to help you build your online presence, and connect with your potential clients of the world. After reviewing hundreds (maybe thousands at this point) of birth business websites, I made a list of five things that you can add to your website right now that will help you build a stronger connection with potential clients at that first online impression.
Add a photo of YOU
In a few words: we don’t trust companies, we trust people. The birth business industry is probably the most intimate in the world. Trust is key. If potential clients can’t see your face, how can they possibly begin to trust you?
A simple photo of your face goes A LONG way toward creating an immediate connection with your would-be clients. While that stock photo you downloaded from Unsplash or Adobe Stock Photos is beautiful, it does nothing to connect YOU with potential clients who want to get to know you.
If you’re feeling insecure about sharing your face online, I hear you. But remember, insecurities aren’t real. Insecurities are conditioned beliefs that belong to someone else (for more of my thoughts on this topic, check out Episode 74: Are your insecurities keeping you - & your business - small?). Another thing, your clients don’t come to you because of the way you look, but the way that you make them feel.
Need a quality photo of yourself? The good news is that you don’t need to spend hundreds of dollars on a photographer (although you totally can if you want to). A clear shot of you looking directly at the camera will work.
Here are a few helpful tips when making your appointment with the photographer (aka you having a selfie sesh when you have a free moment).
First, make sure you look at the picture as a whole—maybe don’t shoot in the living room if it’s a mess.
Second, face the natural light, the sun (usually with your face toward a window). A soft natural light will prevent hard shadows on your face that direct sunlight or artificial light will give. Play around with lighting, see what works and what doesn’t.
Try using a preset (like these from Christina Jones, my favorite branding photographer). I don’t suggest using Instagram, Snapchat, or other filters, though; this is YOU connecting with your audience—natural is better.
2. Include your name
If your birth business name is symbolic, special to you, and feels right—perfect. AND, you still need to tell your audience your name. Your potential clients need to connect with YOU, not your company (recall the phrase from #1 above).
A business name is the first thing your potential clients see, and if done well, it sums up what your business is all about. Building relationships is about connecting with people first, so don’t forget to let us know who you are.
3. How can you help me?
If your ‘About Me’ page says something along the line of: “birth & postpartum doula serving Tampa Bay” then this section is for you. Do we agree that the general pregnant population isn’t clear about what a Doula does? Then they might not understand why Doula support is important given the brief statement above, right?
Your ‘About Me’ page & social media bios need to include how you can help potential clients, and give them context.
A few things to note: the version on your ‘About Me’ page will likely be the longest, and your Facebook and Instagram bios will be shortened versions. Also, know that your ‘I help’ statement will evolve over time—so don’t stress about it being perfect; just start.
When creating your website, think of your content from your audience's perspective. Why are they here? How can you help them? If you’re not a writer, it’s okay to explain what you do in a conversational tone. Being approachable and honest with who you are will help your potential clients get to know you and your story.
4. Create an opportunity to stay connected (via an email opt-in)
Starting an email list for your business is key in building a sustainable business. You own your email list, you don’t own your Instagram following. But how do you start? Why would people want to be on your email list? A general “newsletter signup” button is a start, but I suggest going deeper and creating a free opt-in.
An opt-in is when your business provides something (i.e. a digital download, checklist, etc) in return for an email address. It’s effectively someone raising their hand - going from a member of your cold audience —> warm.
Here’s how it works: a potential client lands on your website, is offered a free baby registry checklist (or whatever you think they’d find useful), and enters their name & email for the checklist to be delivered straight to their inbox. This creates an opportunity for future connection via email.
For example, I created a Freebie Library with pregnancy resources for my pregnant community and the 7 Step Roadmap to Bring Your Birth Business Online for my Doula community.
Once you create your first opt-in, I suggest placing it in several placed on your website—banner, pop-up, footer, full-page and linked in blog posts.
5. Create separate sales pages for your offers
We all start with a general services page - a list of all the ways potential clients can work with you. It’s a start, but to really connect with your audience, I suggest separating each into its own sales page on your site. Yes, it is quite a bit of work, but it’s a vital step to make it incredibly easy for someone to work with you. Sales pages take potential clients on a journey so that by the time they scroll to the bottom, ideally most of their questions are answered and they can make an informed decision.
For example, your primary services might include postpartum support and placenta encapsulation. The two could exist as bullet points on a service page, OR each may have its own page, where you go into depth (for your audience) about what each service includes, who it’s for, and how it will benefit your potential client.
Breaking each service out into its own sales page is also a great way to highlight your online courses, creating an additional revenue stream for your business. The Course Creation for Doulas & Childbirth Educators page is a great example of a customer journey, starting with a brief explanation of the course, then who the course is for, what is included, testimonials, and a bit more about the teacher (me).
Key takeaway: don’t hesitate to get personal on your website to truly connect with your potential clients. Remember, we build trust with people, not companies. My suggestion: do the first three steps today, and set a goal for #4 and #5. I’m excited to see how your business shifts as you implement these five changes to your website. Feel free to share your progress in the Doulas Going Digital Facebook Group!