Strong client relationships are the foundation of any successful doula practice. In an industry centered on providing intimate support during life-changing moments, the ability to build and maintain professional connections directly impacts both client satisfaction and business growth. While technical skills and birth and postpartum knowledge are essential, it’s often the strength of the doula-client relationship that determines long-term success in this field.

By Kristin Laffrey, business coach for doulas leading impact in fertility, birth, postpartum and motherhood.

Let’s examine the core elements of building lasting relationships in your doula work.

Whether you’re establishing a new doula practice or looking to grow your existing doula business, understanding these relationship-building principles can help you:

• Create sustainable business practices that support client satisfaction
• Build a reputation that attracts and retains clients
• Generate consistent referrals through positive client experiences

Let’s dive in!

Table of Contents

Why Strong Doula-Client Relationships Matter

Your relationship with your client is crucial to delivering your doula support services. And here is why. Birth and postpartum periods can be incredibly vulnerable times for expecting parents and new families. As a birth professional, you’re invited into one of life’s most transformative moments. The trust your client places on you goes beyond typical service provider relationships—you become their confidants, advocates, and support system during a profound life transition.

This deep trust doesn’t just benefit your clients; it’s also crucial for your business success. Satisfied clients can become your biggest advocate, sharing their positive experiences through word-of-mouth referrals and testimonials. Many return for subsequent births or postpartum support, creating lasting professional relationships that extend beyond a single birth experience.

Building Trust From Day One

The foundation of a strong client relationship begins with the initial consultation. As a birth professional, you must demonstrate both competence and warmth from the initial interaction. Here’s how to make that crucial first impression count:

• Arrive prepared and punctual for every meeting, showing respect for your potential client’s time
• Create a welcoming atmosphere where clients feel comfortable sharing their hopes and concerns about their birth journey
• Practice active listening by maintaining eye contact, nodding in understanding, and asking thoughtful follow-up questions
• Be transparent about your doula services, certification status, and the scope of your practice

Remember, clients aren’t just evaluating your skills—they’re assessing whether they feel safe and supported in your presence.

Mastering Clear Communication

Clear communication is such an important element of your doula-client relationship as it directly impacts both client outcomes and business success. In your birth work, miscommunication can lead to misaligned expectations, reduced client confidence, and potentially compromised birth experiences. Effective communication isn’t just about exchanging information, it’s about creating understanding, building trust, and ensuring clients feel supported throughout their journey.

Here’s where to start when it comes to effective and clear communication.

Establishing Expectations Early

Create a comprehensive contract that outlines your services, availability, and boundaries. Discuss birth preferences and postpartum plans in detail, ensuring you understand their vision while remaining flexible to changes that may arise.

The key is to establish clear expectations with your client so that you know what to expect of them and they know what to expect of you. This leads to them feeling more satisfied as you are able to deliver in a way that’s aligned with their expectations and you feel more fulfilled before you have created clear expectations that you know align with you.

Regular Check-Ins and Updates

Regular check-ins during pregnancy and postpartum periods show your ongoing commitment to their care. They also provide the opportunity for feedback to ensure you and your client are feeling aligned in terms of support.

Checking in with your client to see how they are feeling doesn’t have to be a formal process however, ensuring that your client has the opportunity for feedback creates an open pathway for communication.

Adapting Your Communication Style

Remember that each client may communicate in their own unique way. Pay attention to how each individual client prefers to communicate and, where possible, look to adapt to their preference. This doesn’t mean you need to change your process, however it may mean leaning more into one communication style over another (for example, some clients may prefer text updates, while others value phone calls or in-person meetings). Use inclusive, empathetic language when discussing sensitive topics. Avoid medical jargon unless necessary, and always explain terms clearly when you need to use them.

Setting and Respecting Boundaries

Strong boundaries create a framework for strong relationships to build on. As a doula, setting boundaries with your client is going to protect both yourself and your client during your time together. Strong boundaries ensure that the expectations you have established with clients are upheld during your support.

Here are some key ways to establish boundaries with clients: 

• Clearly define your on-call hours and response times
• Establish emergency contact protocols
• Maintain professional relationships while showing genuine care
• Know when to refer clients to other professionals for needs outside your scope

This is your reminder that good boundaries prevent burnout and allow you to provide consistent, high-quality support to all your clients.

Handling Challenges with Care

Even the strongest relationships face occasional challenges. Your ability to handle difficult situations professionally can strengthen client trust and prevent an undesirable outcome.

Managing Difficult Conversations

If an issue arises with a client, address the concerns directly and professionally. Listen without judgment, validate their feelings, and work collaboratively toward solutions. 

Your calm presence during challenging moments reinforces your role as a trusted support person. As hard as difficult conversations may be to have, ensure that you don’t avoid any conversation that may be necessary with your client. This may mean reminding a client of your original terms around support or communicating to them how and when they can contact you.

Creating Memorable Client Experiences

Going above and beyond basic expectations helps create lasting positive impressions. When you have ensured you have covered all basic elements of building client relationships, this is a great way to further build your relationship and connection. Here are some ways you could go above and beyond to create an incredible client experience.

Personalized Support

Take detailed notes about your clients’ preferences, stories, and family details. Use this information to provide tailored support that shows you truly care about their unique journey. This may be the smallest detail however, it may let your client know they are valued and leave a lasting impression.

Thoughtful Touches

Remember that small gestures can have a big impact! You don’t have to shower your client with gifts or even spend any additional money to provide thoughtful touches to your support. Here are some ways to add some thoughtful touches to your doula support:

• Send encouraging text messages between appointments
• Create customized resource lists for specific concerns
• Offer postpartum care packages with personal touches
• Remember and acknowledge important milestones

Maintaining Connections After Your Doula Support

The end of your formal service period doesn’t mean the end of your relationship. Consider ways you can remain connected with your client even once your time together has ended. This could be in the form of additional support or maintaining a connection outside of support.

Follow-up Care

You could schedule a postpartum check-in to:

• See how the family is adjusting
• Address any ongoing concerns
• Gather valuable feedback about your services
• Discuss future support needs

Building Community

Consider creating opportunities for past clients to connect:

• Host monthly new parent meetups
• Create private social media groups for your client community
• Organize educational workshops or support groups

Growing Your Business Through Strong Relationships

Clients who have had an incredible experience working with you can become your best marketing tool! Nurture these relationships to help your business grow:

Gathering Testimonials

When clients express gratitude, invite them to share their experience:

• Provide easy ways to leave reviews on your website or Google Business profile
• Ask permission to share their birth stories (with appropriate privacy measures)
• Create testimonial templates or provide guiding questions to make the process simple

Encouraging Referrals

Build a referral network through your client relationships:

• Implement a referral reward program
• Provide business cards or shareable social media content
• Stay connected through newsletters or birth announcements

Summary

Building strong client relationships isn’t just about growing your doula business, it’s about creating lasting connections that enhance the birth and postpartum experience for families in your care. By focusing on trust, communication, and personalized support, you create a foundation for both client satisfaction and business success.

Remember, every interaction is an opportunity to strengthen these connections. Whether you are establishing a strong first impression or ending your support with a lasting impression, your professional presence and genuine care can make a lasting impact on the families you serve.

Where to next?

Related posts to start your doula business:

• How to Start a Doula Business
• Key Strategies to Boost Your Brand as a Doula
• Proven Process to Follow Up Doula Client Consultations

Download this free weekly action plan that breaks down my Client Attraction Process with a clear action plan for intentional action you need to be taking each week to book clients into your business.

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Meet Kristin

Kristin has since supported over 300 businesses to solidify their business foundations, simplify their strategies and align their mindset to LAUNCH, GROW and SCALE their businesses for greater impact and income.

Learn more about working with Kristin