Reaching your target market and getting in front of potential customers is a crucial first step to booking clients in your doula business. Equally as important is your ability to convert those potential clients into your doula services. This is why your landing page conversion rates are crucial for building a thriving doula practice – because you don’t want to just be getting in front of more potential customers but also converting them through your landing page.

This article is going to break down what a landing page is, what the best practices are for using a landing page and how you can improve your landing page to convert visitors.

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

TABLE OF CONTENTS

One of the key goals for your doula business – if you are here to create an impact through serving clients – would be to book doula clients into your doula services. Whether you are a fertility doula, birth doula or postpartum doula, your key goal should be building out a marketing and sales process that reaches potential customers AND moves them into your packages. 

Let’s dive into the role of your landing page and how you can optimize your landing page to convert more website visitors for your doula business.

What is a landing page?

A landing page is a standalone web page that is designed to ‘convert’ clients – meaning that the landing page design and landing page copy is created to get website visitors to take action.

Landing pages are a key part of marketing campaigns because they are the standalone page where you want your target audience to make a purchasing decision, click the call-to-action button (CTA button) and take specific action. Unlike a pop-up or another type of signup form, a landing page has a single purpose and specific goal for your potential doula clients to take action and move into the next step of the client journey (for example, register for your free offer, download your resource, sign up for your online course or book an initial consultation with you).

How is a landing page different to a website?

Unlike a landing page, your website can have multiple pages with different goals. Some pages may be informative or educational however not all will have CTA buttons or have the goal to convert clients. Your website will include pages about who you are, what doula services you offer, your unique process for supporting clients, contact details, and client testimonials however a landing page is more designed as a sales page for the purpose of moving clients into your offers (whether that be a free offer or paid offer).

When to use a landing page in your doula business

There can be many reasons you would use a landing page for your doula business. The key would be if you were building a marketing campaign to book potential clients into your doula packages. 

Another common example of where you would use a landing page would be to market your free offer. Many doulas just use a sign-up form with a couple of sentences explaining their free offer (or their newsletter) and then expect potential clients to sign up. However, this is why I tend to find conversion rates are so low for their free offers because there’s no landing page to optimize their conversion.

If you are selling, for example, a postpartum planner, online course, digital resources or products, you want to ensure you are leveraging every opportunity to establish a high conversion rate and a well-designed landing page is going to be crucial for that.

Why your landing page conversion is crucial for your business

One thing that is important to note is that there are two key steps to booking consistent clients into your doula business. Firstly, you need to be reaching potential clients but secondly, you need to be booking them into your doula services.

This is why your landing page conversion is crucial for your doula business because it provides extremely valuable insight into why you may not be booking clients. If you aren’t getting clicks onto your page, then you know you need to increase your pathways for reaching potential clients however if you are getting clicks but they aren’t taking action on your page (e.g. signing up, registering or buying) then you know you need to focus on your landing page optimization.

A high converting landing page is going to ensure you are maximizing your marketing efforts because you are making the most of each potential client that comes to your page.

What conversion rate should you aim for? 

So now that you know what a landing page is and why your conversion rate is crucial to your business, the next natural step would be to want to know what a good conversion goal would be for your doula business.

As a standard benchmark, 10% is considered to be a good conversion rate. 

This conversion goal is going to vary though depending on what you are marketing and where you are marketing your landing page. For example, you would expect a higher conversion rate if you were marketing an offer with less signup barriers (for example, a free offer) and to a more engaged audience (for example, an engaged social media following versus a cold audience on a Facebook group where no one knows you).

As with anything in business, my philosophy is very simple: implement, refine and master. 

This is no different for your landing page. 

Continue to refine and improve your conversion rate and you will continue to position your doula business for long-term growth.

Metrics that matter when it comes to your landing page

To be able to make improvements to your landing page, it’s important to know what needs to be improved. Having a clear understanding of what metrics matter will support you to improve your conversion and optimize your landing page. It’s important to recognize that the most effective landing pages aren’t just effective from day one, they are improved over time. 

Here are some of the key metrics to measure for your landing page:

Conversion rate

It’s no surprise by now that your conversion rate provides valuable insight into whether your landing page is effective. Continuing to monitor your conversion rate is a great way to see whether the changes you are making to your landing page are effective.

Your conversion rate can be calculated by taking the total number of conversions (sign ups, purchases, free calls booked – whatever that conversion metric is for your page), dividing that by the total number of visitors and then multiplying by 100 to get your percentage.

For example, you have 285 visitors to your landing page and 34 sign ups for the offer, then your conversion rate is: 34/285 x 100 = 11.9%.

Page views

Monitoring your page views is going to give you insight into whether you have people coming to your landing page. The reality is that you can’t convert clients if they can’t find you. This is why building out pathways for reaching potential clients is crucial because you want to ensure you are reaching your target audience, whether that be pregnant women, new mothers, new parents etc. 

Monitoring your page views can ensure you are improving your strategies for reaching the right ideal clients.

Average time spent on page

This metric is extremely valuable for your business because it gives you insight into whether people are staying on your page or leaving quickly. You want to ensure you are improving your user experience to keep your website visitors engaged long enough to make a decision to purchase/sign up.

To improve the time spent on page you want to ensure you are looking at the entire landing page and the customer experience but also diving into the detail to ensure your messaging is capturing them early on and connecting with your audience.

How to improve your landing page conversion

Clearly position your value

Clear value proposition is essential for converting clients. Whether it’s your free offer or your doula services you are marketing, you want to always position the value of what you have to offer. 

Don’t underestimate the importance of your messaging and the role of persuasive copy when it comes to your landing page. When speaking to your potential clients you want them to see that you know:

• Where they are right now (maybe they are pregnant, overwhelmed with information and wanting education and support with preparing for birth)
• Where they want to be (maybe they want to feel confident, knowledgeable of their birth options and feel prepared for their birth without the stress and anxiety) 
• And support them to understand how you can support them to get there (whether that’s through your birth preparation resources, prenatal appointments, and support being present at the birth). 

Capture their attention with the headline

On average 8 out of 10 readers will read headline copy, but only 2 out of 10 will read the rest (Copyblogger). This really speaks to the importance of ensuring your headline invites your visitor to keep reading. If your headline doesn’t engage the reader from the start, then you can very much lose your potential client straight away.

Creating a captivating headline means writing a headline that speaks directly to your ideal client. It should be simple, to the point and let your target audience that you are speaking to them.

Clear call to action

It needs to be clear what action your potential customer needs to take. Does your potential client need to download your free offer, book an initial consultation, purchase your postpartum planner, or buy your birth preparation course? Get clear on what action you require your potential clients to take and this is the journey you build out for them. Your call to action is crucial because it’s going to determine whether your visitor takes the next step or leaves the page.Statistics show that including more than one offer can decrease conversion rates by 266% (WebsiteBuilderExpert).

Be clear on what offer you are focused on, what step your potential doula client needs to take and prioritize that as part of your landing page to create better results.

Compatibility with mobile devices

It’s important to ensure that your page content is compatible with mobile. Since 59% of global website traffic comes from mobile devices (Statista), ensuring that your landing page is optimized for mobile devices is more important than ever.

Keep signup requirements simple

What is required for your potential customer to take action? Ensure these steps are clear, simple and easy to execute. Not asking for details like age, address, and telephone number can improve conversions. Simply asking for an email addresses and phone numbers has the highest conversion rate for landing pages (Modern Marketing Partners).

So rather than requesting extensive contact information, ensure form fields are simple and clear to complete to keep the required steps at a bare minimum. Remember that the ultimate goal is to create simplicity and remove any barriers that may require your potential client taking the next step.

Summary

Whether you are looking to market a free offer, book initial consultations with potential clients, launch an online resource or sell an online course – your landing page is crucial. Rather than using pop ups or pages that don’t truly position the value of what you offer, build a landing page that supports your potential clients to take action.

Building your landing page, focusing on your conversion and continuing to optimize the page for better results is going to support you to maximize your marketing efforts. This is going to ensure that you are booking more of the potential clients that are finding you to further grow your doula business and provide more doula services to those who need it.

Not sure where to next?

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