How to Thrive in a Slow Season for Doulas

Grow Your Doula Practice Year-Round

Every business has natural fluctuations and birthwork is no exception. Whether you are a newly certified doula or a seasoned professional, a slow season for doulas can feel unsettling. But with the right mindset and strategy, these quieter months can be the most impactful.

In this article, you will find evidence-based strategies and reflective actions to strengthen your foundation, increase your visibility, and prepare for a more aligned busy season. And if you are ready to work on your business (not just in it), we will introduce you to a resource that has the means to help doulas across the country turn slow seasons into successful seasons.

Doulas Strengthen Your Systems During the Slow Season

When client bookings slow, it is the perfect time to overhaul your systems. Review your intake forms, client agreements, aftercare materials and postpartum check-in procedures.

 Organized client communication gives evidence of improving client satisfaction and helping doulas overcome boundaries and avoid burnout. ¹

Try This:

• Review your email templates and automate them as needed.
• Review your doula bag checklist.
• Set up a workflow in a simple CRM like Trello or Notion.

Strengthen Your Doula Business with Continued Training

During the slow season for doulas, professional development is a wonderful way to stay engaged and expand your scope of practice. Whether you specialize in childbirth, postpartum, fertility or wellness coaching, investing in your expertise can make your work even more effective.

Consider:
Fertile Optimism’s Doula Business Fundamentals Course, a self-paced program that guides you through the following topics:

• Branding and marketing for birth professionals
• Client acquisition strategies
• Scope of practice, legal and financial structure
• Time management tools and communication templates

 This course is ideal for the quieter months when you can work on your goals without the pressure of a full client base.

Build a Doula Content Strategy That Gets Results

A slow season is the perfect time to create blog content, email sequences or Pinterest pins that drive organic traffic.

Why it matters: Doula businesses that have a consistent content marketing strategy can attract clients over time. ² And on platforms like Pinterest, content has a long shelf life — meaning your efforts now will pay off for months to come.

Try This:

• Batch 3–5 blog posts with SEO keyphrases (like this one!)
• Design Pinterest graphics for each blog or service.
• Create a lead magnet or checklist that builds your email list.

Use the Slow Season to Rebuild Your Referral Network

Use the downtime to connect with midwives, gynecologists, lactation consultants, chiropractors, and wellness professionals in your area. Let them know about your services and availability. A thoughtful email or coffee chat can go a long way.

Building a referral network is not only good for business, but also supports holistic, community-based care for birth families.

Also Consider:
Offer a seasonal workshop or joint online seminar with a referral partner during your slow season.

Plan Your Doula Business for the Busy Season

Use this time to determine your clients’ availability, plan your promotional calendar, and prepare packages or specific themed offerings. Plan email and social media campaigns for upcoming birth surges (often April– June and September– November).

Tip:
Start with a quarterly calendar where you include launches, workshops, and blog dates.

Do you need structure? The Doula Business Fundamentals Course includes planning templates and quarterly marketing guides tailored to birth workers.

Rest, Reflect, and Refocus to Grow Your Doula Business

Taking time to rest can be incredibly productive. Burnout is a known problem for birth workers, and a slow season allows you to refocus and recharge.

Try journaling with prompts like:

• What is my deeper reason for this work?
• What has not felt right lately?
• What would be a more sustainable way to serve?

A foundation of the Fertile Optimism principles is the belief that both your work and your wellness are important.

Slow Season, Strong Foundation for Your Doula Practice

A slow season for doulas is not the end of momentum, it is the foundation for your next expansion.

With the right mindset and a plan, you can use this time to build systems, hone your skills, and expand your reach. If you view the slow season as a time for knowledge and productivity, and not as lost time, you will emerge with clarity, confidence, and capacity.

Ready to Build a Resilient Doula Business?

Sign up for the Doula Business Fundamentals Course and turn your slow season into a strategic, purposeful investment.

You will take away the tools, templates, and encouragement to build a doula business you can be proud of.

References:

1. Ha JF, Longnecker N. Doctor-patient communication: a review. Ochsner J. 2010 Spring;10(1):38-43. PMID: 21603354; PMCID: PMC3096184.
2. HubSpot (2023). Why Blogging Is Essential for Service-Based Businesses. [hubspot.com]