How to Create Content that Attracts Your Ideal Clients as a Birth and Wellness Professional

To my fellow birth and wellness professionals, the doulas, childbirth educators, lactation consultants, midwives, and wellness consultants, writing content that speaks directly to your ideal client is critical to building a practice that feels fulfilling and sustainable. In the continuous transitioning arena of digital marketing, your content is more than just a way to promote your services. It is a powerful tool to connect with people who need you. Inform them and inspire them to take the next step towards collaborating with you. This is essential if you are to attract your ideal birth and wellness client.

You want your content to reach the right persons. So, let us dive into actionable, solid steps that will help you attract your ideal clients and build a thriving practice while staying true to your values and expertise.

Get Clear on Who Is Your Ideal Birth and Wellness Client

Before you write even a single post or create a video, you need to know who you are targeting. To understand your ideal client, you need to know more than just their demographics. You need to get inside their heads and really think about what drives their decisions, fears, and desires.

In their book “The Six-Figure Second Income”, authors David Lindahl and Jonathan Rozek emphasize the importance of identifying a niche market and understanding its needs to build a successful online business. The authors discuss the aspect that the key to success is to provide customers with added value by tailoring offers to their specific needs.

So, for birth and wellness professionals that want to appeal to their ideal client, taking this stance helps to emphasize the importance needed to define who you are targeting. When you understand their unique needs and preferences, you can then create content that appeals to them. Doing this lends to a trusted relationship between you and your client.

Ask yourself questions like:

• Who are my ideal clients? Are they struggling to conceive? Are they first-time parents? Parents preparing for a VBAC? Or new parents struggling with breastfeeding?
• What are their fundamental problems? Do you fear conception will never happen? Does the thought of giving birth make you fearful? Worried about postpartum recovery? Do they want holistic birth options?
• What do they want? Is it knowledge? Consolation? Emotional support? A smooth, self-determined birth experience?

The clearer you are as to who you want to align your services, the easier it is to create content that responds directly to their needs and wishes.

Action Tip: Create a simple client persona. Note details such as their age, where they live, their problems and their values. When creating content, always think about the person you are writing for!

Focus on Education that Feels Empowering to Your Clients

Women turn to birth and wellness experts for advice and support. They want to feel empowered. To make informed decisions, have confidence in their choices, and trust that you, as a birth and wellness professional, will provide support.

When creating educational content, remember that it is not just about conveying facts, it is about making your ideal clients feel more confident, nurtured and better informed.

Leveraging Online Business Models: Build Birth & Wellness Practice

Scott Fox, author of the book “Click Millionaires: Work Less, Live More with an Internet Business You Love,” Scott discusses that having an online business that correlates with one’s expertise has important significance. He introduces models, including blogs, online communities, digital services, affiliate marketing, and even physical products. By choosing a model that matches your interests and skills, you can position yourself as an expert with consistency and dedication, effectively build your audience, and create a birth and wellness business you can be proud of.

Advertisement

Tailoring Content to Attract Your Ideal Clients

For birth and wellness experts looking to target ideal clients through content creation, this approach emphasizes the importance of tailoring your content to your unique expertise and the needs of your target audience. By focusing on a niche that matches your interests and skills, you can create valuable and relevant content. The content should highlight your expertise, and resonate well with your ideal clients, driving trust and engagement.

Blog Posts: Write clear, concise blog articles on topics that are important to your clients. For instance, if you are a doula, write about what to expect during labor and how your support can be effective. If you are a lactation consultant, write practical guides to solving breastfeeding problems.

Posts on Social Media: Give short tips, dispel common myths, and show small successes. For example, a short post titled “Breastfeeding Tip of the Week” can provide just the right amount of information to make a new mom feel supported.

Videos: Videos are an effective way to connect with your audience on a deeper level. You can create ‘how-to’ videos, share client success stories, with their written permission of course, or simply give a behind-the-scenes look at your practice. When you personalize your content, you come across as more approachable and personable.

Action Tip: Start a weekly blog or social media series that answers a frequently asked question or address a common concern. For example, a weekly “recovery tip” could be a straightforward way to provide consistent value.

Evidence-based Insight: Research shows that clients who feel empowered by education are more likely to trust and collaborate with the professional providing the information (Becker et al., 2019).

Engage Your Clients: Present Your Personal Story and Experience

Birth and wellness professionals form connections with their clients. So, your clients want to know whether they can relate to you, connect with you. Clients must feel that they can trust you with their important life events, be it birth and postpartum care, or fertility and menopause support.

Open-up to sharing your story. You can decide the extent of the information you would like to share but try and make it relatable so that it bridges a relation between you and your clients. Let your clients know your credentials, and your life experiences. This will help your clients connect with you on a more intimate level. They want to know whether you have been where it is that they are now, or that you have the experience to guide them through what is ahead.

Positioning Your Brand as a Leader in Birth and Wellness

Donald Miller emphasizes in his book “Building a Story Brand” that businesses should position themselves as leaders in their brand narratives and allow customers to be the heroes of their own stories. This approach is about understanding customers’ challenges and desires and aligning the brand’s messaging to effectively address them.

For birth and wellness professionals looking to appeal to their ideal clients, this approach means they can position themselves as a credible source of advice by telling them about their personal journey and experiences. By aligning your story with your clients’ experiences and challenges, you create a connection that resonates with their own experiences, fostering trust and engagement. This alignment not only demonstrates your empathy and understanding but also positions your services as the supportive advice your clients are seeking for their own personal stories.

Your Personal Path: Explain why you became a birth or wellness expert. What inspired you to work in this field? What have you learned from your own experiences with birth or wellness?

Testimonials From Clients: There is no better way to build credibility than sharing genuine feedback from people you have helped. Client stories highlight your expertise and allow your ideal clients to put themselves in your shoes. Just be sure to get written consent from your clients before sharing any testimonials.

Behind the-Scenes: People love to see the human side of things. Whether it is a photo of you at work, a story about a client’s success or an insight into your preparation process, showing your life behind the scenes creates authenticity.

Action Tip: Create a “Meet [Your Name]” page on your website or post a personal story about your career path on social media. People like to feel like they are connecting with the person behind the services.

Evidence-based Insight: Studies show that transparency and authenticity of healthcare professionals increase trust and engagement (Brady & Leonard, 2017). Potential clients want to know the person who supports them.

SEO: Make Your Birth and Wellness Content Discoverable

Content is ineffective if it is not found. SEO (search engine optimization) is a skillful and effective way to ensure that your content reaches the people who need it most. Including relevant keywords in your content increases the likelihood that it populates in birth-related searches.

Focus on keywords that reflect the services you offer and the questions your ideal clients have. For example:

• “What is a doula and how can she help with childbirth?”
• “How do you prepare for a natural birth?”
• “Postpartum support for new mothers”

Advertisement

To create content that attracts your ideal birth and wellness clients, you should use strategic Search Engine Optimization (SEO) techniques tailored to the needs of your target birth and wellness clients. By tailoring your content to what your target audience is actively searching for, you are upping the odds that your business becomes the go-to resource for the services you offer. Here is how it works:

1. Speak Your Clients’ Language with Targeted Keywords

Women searching for fertility and wellness services often use specific terms such as “Natural Pregnancy After 40″, Hormone Balancing for Conception” or “High FSH Support”. Using tools such as Google Keyword Planner, AnswerThePublic and Ubersuggest, you can identify meaningful keywords and integrate them naturally into blog articles, web pages and product descriptions.

For example, instead of a generic title like “Ways to Improve Fertility”, where your content can get lost in a sea of other information, you can change it to “How to Naturally Improve Fertility after 40: Evidence-Based Tips”. This will tailor the content to your audience’s questions.

2. Create Valuable, Evidence-based Content

For example, if you are writing about women facing fertility and reproductive issues, know that these women want trustworthy, science-based information. Your content should reflect this by including sound, informative and well-referenced articles that address real-life issues.

By focusing on well-researched, evidence-based birth and wellness strategies, you can build credibility and increase organic search traffic from women seeking for real solutions.

3. Optimize Every Piece of Content for Search Engine Visibility

Every blog post and web page should follow SEO rules, which is something that requires continuous adaptability education, and modification. There are tools that you can use to help as a guide. I use the free version of Yoast, which I recommend if you are just starting out. You can also explore and learn more about SEO by registering for a Yoast webinar.

• Use keywords in strategic places–title, headings, first paragraph and meta description.
• Optimize readability–short paragraphs, bullet points and clear subheadings.
• Add internal links–connect related articles, e.g., a post about natural pregnancy with a guide to holistic birth.

For example, a blog post titled “How birth workers can support women over 40,” should include links to other related content, such as “The role of a doula in postpartum hormonal health.”

4. Use Local and niche SEO for Targeted Reach

Clients looking for birth and wellness professionals may prefer face-to-face contact. So, optimize your business for local SEO by including location-based keywords. This is especially useful for classes and programs, wellness coaching and even in-person retreats.

• Claim and optimize your Google Business Profile–add location, services, and testimonials.
• Enter local search terms–”postpartum doula services in [your city]”
• Promote reviews and testimonials–client success stories increase credibility.

5. Build Authority with Backlinks and Partnerships

Google ranks websites higher when reputable websites link to them. Your business can increase its credibility and reach by getting backlinks from:

• Guest blogging on women’s health websites.
• Collaboration with midwives, doulas, and fertility specialists.
• Mentions in online wellness directories.
• For example, an article titled “How diet affects egg quality over 40” could appear on a functional medicine or natural health blog and link to your website.

6. Boost the Link with Social and Multimedia Content

Search Engine Optimization is not just about ranking on Google, it is also about reaching your audience where they spend their time. By reusing written content, you can encourage engagement:

• Instagram posts and reels: Short clips about pregnancy myths.
• Podcast guest appearances: Interviews about natural birth strategies.
• YouTube videos: Step-by-step instructions on hormone balance.

By consistently sharing authentic, informative, and credible content across multiple platforms, you can better ensure that the right clients find you and feel supported along their way.

Action Tip: Start by researching common search terms related to your services. Use tools like Google Keyword Planner or Ubersuggest or a similar tool to identify the keywords your ideal clients are searching for and integrate them naturally into your blog posts, social media, and website content.

Evidence-based Insight: Research shows that healthcare professionals who use SEO effectively are more likely to engage with patients who are actively seeking services (Jones & Brown, 2021).

Use Social Proof to Build Trust

Social Proof is one of the most powerful tools at your disposal. It is a psychological phenomenon in which people look to others to determine what is good or trustworthy. When potential clients see that others have had positive experiences , they are more willing to trust you with their own needs.

Incorporate testimonials, reviews, and case studies into your content strategy:

• Client Reviews: Encourage clients to leave reviews on your website or social media platforms.
• Before and After Stories: If you can, share how you helped your clients’ overcome challenges during pregnancy or recovery.
• Case Studies: These are a wonderful way to address a specific situation and show how your expertise has been effective.

Action Tip: Set up a dedicated testimonials page on your website and regularly share client feedback on social media. Even better, ask your clients if they would be willing to make a short video or write about their experience with you.

Evidence-based Insight: Social proof is related to increased trust and engagement among health and wellness professionals, especially when testimonials provide authentic details. (Steiner & Fink, 2019).

Stay Consistent and Show Up Regularly

Consistency is the key to building trust and retaining your audience. If you keep showing up and providing value, your ideal clients will begin to view you as a reliable resource:

• Create a Content Calendar: Plan your blog posts, social media content and videos in advance so you do not have to scramble for ideas.
• Post Regularly: Whether daily, weekly, or bi-weekly, decide on a schedule that works for you and do your utmost to hold to that.

Action Tip: Set yourself the goal of publishing content at least 2-3 times a week. This could be a blog post, a short tip on Instagram or an instructional video.

Evidence-based Insight: Publishing content consistently and reliably strengthens the bond between your brand and your customers and promotes long-term loyalty (Tsyganov et al., 2018).

Conclusion

Creating content that attracts your ideal clients as a birth and wellness expert does not have to be overwhelming. By understanding your clients’ needs, providing educational content, highlighting your expertise, and providing social proof, you can create a strong online presence that will drive the right people to you. Remember, it is about building relationships, not just selling services. Modestly show yourself off. Share your knowledge and show your ideal clients how you can help them with one of the most important steps in their lives.

Advertisement

---

REFERENCES:

Lindahl, D., & Rozek, J. (2010). The six-figure second income: How to start and grow a successful online business without quitting your day job. John Wiley & Sons.

Fox, S. (2012). Click millionaires: Work less, live more with an internet business you love. AMACOM.

Becker, A. L., et al. (2019). The impact of information provision in maternal and child health communication. Journal of Birth and Family Health.

Brady, A., & Leonard, J. (2017). Health professional authenticity and patient trust. Health Communication.

Jones, M., & Brown, A. (2021). SEO and its role in healthcare and wellness visibility. Journal of Medical Internet Research.

Steiner, M., & Fink, J. (2019). Social proof in consumer behavior. Journal of Consumer Research.

Tsyganov, S., et al. (2018). Brand consistency and customer loyalty in health and wellness sectors. International Journal of Marketing.