A Doula's Guide to Building a Client-Generating Sales Funnel

Pre-P.S.: I taught a fun workshop on this recently! You can watch it for free (+ get the workbook, too!) by CLICKING HERE.

Getting doula clients doesn't have to be complicated! If you're tired of the guesswork and ready to streamline your client acquisition, you're in the right place. The secret to filling your client roster boils down to four simple steps: Traffic, Leads, Prospects, and Conversions. This is the formula that takes curious strangers from browsing your website to booking your services. It's all part of what’s called a sales funnel—a system that ensures you're not just relying on luck, but using a clear, intentional path to guide potential clients through their decision-making process. Let’s break it all down, step by step, and help you create a funnel that turns those website visitors into paying clients! 

 “A funnel takes you out of the chaos of inconsistent sales and into the clarity of steady, reliable revenue.” – Marie Forleo

Here's the secret sales funnel sauce (for doulas and midwives)

Traffic > Leads > Prospects > Conversions

That's it. That's all you need.

• Traffic refers to "eyeballs" on your offer. People visiting your website. They're looking at you, checking you out.
• Leads refers to the traffic that gives you their contact info, such as their email address. Now we’re getting warmer.
• Prospect means they’re on your calendar for a consultation. Now they’re HOT.
• And a conversion means that the prospect took action and hired you. Boom. New client!

“Funnels allow you to stop chasing customers and start attracting them.” – Jenna Kutcher

Let's break each piece down in more detail 

TRAFFIC: Traffic refers to the number of "eyeballs" on whatever it is you're promoting. This is all about the initial awareness / discovery phase. This is when it first enters their consciousness that you even exist. Traffic pretty much means someone just lands on your website or whatever page you’re promoting. This is the sales funnel phase people are most familiar with. But people "looking" at your stuff isn't enough! You have to turn traffic into leads.

 “Your website might get traffic, but a sales funnel converts that traffic into real, tangible results.” – Russell Brunson

LEADS: When someone shares their contact information with you, they become a lead. This allows you to reach out, follow up, and build a relationship with them. It’s not enough to just have website visitors (traffic); you need leads. That’s why I teach email marketing to my students. Without leads, you’re left with anonymous visitors who you can’t contact, follow up with, or nurture—because you don’t even know who they are! To get someone's email or contact info, you’ll need to offer something valuable in return, like a free resource (e.g., "Download my free birth plan template here!"). A freebie is also known as a "lead magnet." Once you have a lead, they’re expressing genuine interest in what you offer; it's a strong sign they want to learn more and stay connected! Think of like this: Traffic is like when you're at a bar talking to a hottie and a "lead" is when you actually get their phone number. 

 “A sales funnel simplifies the buying process, making it easy for your customers to say yes.” – John Jantsch

PROSPECTS: If you’re a doula or midwife, it’s not enough to have leads. Now you need to get those leads on your calendar for a consultation. When you have a prospect, you have someone that clearly desires what you offer. Filling your consultation calendar with hot, *qualified* prospects is your primary IPA (income-producing activity)! If you’re a doula or midwife with no consultations on the books your business is DOA.

“The sales funnel is the roadmap that converts curious visitors into committed clients. Without one, you’re just hoping for the best.” – Amy Porterfield

CONVERSION (aka “customers”): Conversion refers to people who hire you. This is when a sale is made; when a prospect takes ACTION.

“The true magic of a sales funnel is its ability to scale a business by converting prospects predictably.” – Ryan Deiss

Let's look at it another way

Essentially, you’re intentionally moving people from:

AWARENESS (traffic) >> INTEREST (leads) >> DESIRE (prospect) >> ACTION (conversion).

This is called the A.I.D.A. framework.

They key is to have a system set up to do this on purpose, continuously. Otherwise, you're stuck on the Revenue Rollercoaster forever. Barf.

Ideally, you create an elegant and effective enrollment engine that pretty much works on autopilot. Hell yeah!

HOT TIP: Because doulas and midwives only have a small window of time in which to close a high ticket sale, they need a system designed to move their audience through A.I.D.A. as quickly and powerfully as possible.

Final words

Now that you understand the magic of a sales funnel, you can see how essential it is to have one in place. Without it, you’re leaving potential clients hanging and missing out on opportunities to turn interest into income. A well-built funnel takes people from awareness to action, all while working behind the scenes for you. By setting up this system, you free yourself from the unpredictable 'Revenue Rollercoaster' and create a steady flow of clients ready to hire you. Whether you're new to this or looking to optimize your process, this simple formula is your key to success. Let’s get that enrollment engine running smoothly so you can focus on what you do best—supporting and serving your clients!

“Your sales funnel is not just a marketing tool; it’s the customer journey you design to lead them toward transformation.” – Melanie Duncan

xoxo!

Melynda

PS: Get the FREE Sales Funnel Training right here.