Marketing

Ask any busy doula where her best clients come from, and you’ll usually hear the same answer: referrals. When an OB, midwife, or chiropractor tells a patient, “You should really talk to this doula,” that family shows up already trusting you.

The good news is that provider referrals don’t have to be luck. With a little structure, you can build a referral network that keeps your calendar full, season after season.

Why Provider Referrals Matter Even More Now

In Colorado and California, Medicaid now covers doula care, and licensed providers play a part in that process. Health First Colorado requires a recommendation from a licensed provider, and the recommending provider’s NPI goes on the claim. In California, Medi-Cal’s additional postpartum visits require a written recommendation from a licensed provider. That means the providers your clients already see are a natural starting point for families who need you. (Always confirm current rules with your state. We cover the details in How Doulas in Colorado and California Can Market Medicaid Coverage.)

7 Ways to Build OB and Midwife Referrals

1. Start with the providers who already love doulas

You don’t have to win over every OB in town. Start with the people most likely to say yes: midwives and birth centers, family medicine practices, prenatal chiropractors, lactation consultants, pelvic floor physical therapists, childbirth educators, and prenatal yoga studios. A handful of strong relationships beats dozens of cold drop-offs.

2. Create a provider-friendly one-pager

Providers are busy. Give them one page they can read in 30 seconds and hand to a patient. Include:

• Who you are and the families you serve
• Your services (birth, postpartum, lactation, classes)
• Your training and certifications
• Whether you accept Medicaid, Health First Colorado, or Medi-Cal
• How you work with the care team (and how you don’t, like never giving medical advice)
• A QR code to your website or referral page

3. Show up the right way

Call ahead and ask the office manager when a good time to drop by would be. Keep it short, bring your one-pager, and ask one simple question: “What do your patients need most that they’re not getting?” Listening first makes you memorable for the right reasons.

4. Make referring you effortless

Add a simple “For Providers” page to your website with your one-pager, your service area, and a short referral form. The easier it is for a front desk team to send someone your way, the more often they will.

5. Be a great teammate at every birth

Your reputation in a hospital or birth center is built in the room. Be respectful of the medical team, support your client’s choices, and make the nurses’ jobs easier, not harder. Providers notice the doulas who help births go smoothly.

6. Close the loop and say thank you

When a provider sends someone your way, thank them. A handwritten note or a small treat for the front desk goes a long way. If your client gives permission, a quick note letting the provider know how things went shows you’re part of the team. Always protect your client’s privacy.

7. Track where your clients come from

Add “How did you hear about us?” to your inquiry form and keep a simple list of referral sources. After a few months, you’ll know exactly which relationships are worth more of your time.

Your Online Presence Is Part of the Referral

Even with a glowing referral, most families (and many providers) will Google you before they reach out. If your website is outdated or hard to use, a warm referral can go cold. Our checklist of 10 things every birth doula website needs is a great place to start.

How We Can Help

At The Mina Company, we help doulas look as professional online and on paper as they are in the birth room. A few ways we can support your referral strategy:

• Provider rack card or one-pager design: $240
• Business card design: $240
• “For Providers” landing page with copy: $520
• Custom marketing roadmap: $750. A clear plan for your referrals, website, and local visibility.

See how we helped The Elgin Doula get seen, found, and booked, or learn more about our marketing for doulas.

Most families find their doula online. Even when a friend recommends you, the next thing they do is look you up. In a few seconds, your website either answers their questions and makes it easy to reach out, or it sends them back to Google.

Whether you’re a solo birth doula or a growing team, here are the 10 things every doula website needs to turn visitors into booked clients, with a few extra tips for doulas in Colorado and California.

1. A Headline That Says Who You Serve and Where

Skip the vague “Welcome!” Your homepage headline should tell a family exactly what you do and where you do it, like “Birth and Postpartum Doula Support in Fort Collins” or “Los Angeles Birth Doula for First-Time Parents.” It helps families know they’re in the right place, and it helps Google know when to show you.

2. Clear Information About Coverage and Cost

Cost is one of the first questions families have. Be upfront about how they can pay: private pay, payment plans, HSA or FSA, and Medicaid if you’re enrolled. Health First Colorado and Medi-Cal both cover doula care now, and many families don’t know it. We break down how to talk about it in How Doulas in Colorado and California Can Market Medicaid Coverage.

3. A Separate Page for Each Service

One “Services” page with everything crammed together is hard to read and hard to rank. Give each offering its own page: birth doula support, postpartum care, lactation support, childbirth classes, and any specialty like high-risk pregnancy or VBAC support. When we optimized The Elgin Doula’s site, specific service pages like “High-Risk Pregnancy Doulas” and “Prenatal Coaching Services” became some of their top-performing pages.

4. An About Page That Builds Trust

Families are inviting you into one of the most personal moments of their lives. Your About page should share your story, why you do this work, and your credentials, like your training organization (DONA, CAPPA, or others), CPR certification, and Medicaid enrollment. A warm, real photo of you matters more than a perfect one.

5. Your Service Area, Spelled Out

List the cities, neighborhoods, and hospitals or birth centers you serve. This is one of the simplest ways to show up for local searches like “doula near me” or “Denver birth doula.” If you serve several cities, a short page for each main area can help.

6. One Easy Way to Book

Every page should have the same clear next step, like “Book a Free Consult.” Use a short form or an online scheduler, and keep it simple. A form with 12 required fields loses people. Name, email, phone, due date, and a short message are usually enough.

7. A Site That Works Beautifully on Phones

Most expecting parents will find you on their phone, often late at night. Make sure your pages load fast, your text is easy to read, and your buttons are easy to tap. Check your own site on your phone today; you might be surprised.

8. Reviews and Testimonials

Nothing builds trust like hearing from another parent. Feature a few short testimonials on your homepage and service pages, and keep asking for Google reviews. Reviews that mention your city and the kind of support you gave are especially helpful.

9. A Helpful FAQ

Answer the questions you hear on every consult call:

• What does a doula actually do?
• When should I hire a doula?
• Do you work with my hospital or birth center?
• Do you accept Medicaid or insurance?
• What happens if I need a C-section?

An FAQ saves you time, builds confidence before the first call, and helps you show up in Google and AI search answers.

10. Tracking So You Know What’s Working

Set up Google Analytics (GA4) and track form submissions and calls. Without tracking, you’re guessing about which pages, ads, or posts actually bring in clients. Fixing tracking was one of the first things we did for The Elgin Doula, and it made every decision after that clearer.

How Does Your Website Stack Up?

If you read this list and thought, “I’m missing a few of those,” you’re not alone. Most doula websites we see are beautiful but missing the pieces that turn visitors into clients.

Here’s how we can help:

• Website audit: $360. We review your site against this list and more, and give you a clear, prioritized plan.
• New service or coverage landing page with copy: $520.
• New 5-page website: $7,500 + $145/month website plan. You own it 100%.

Learn more about our marketing for doulas, or book a call and let’s talk about your practice.

If you’re a doula in Colorado or California, something big has shifted in the last couple of years: Medicaid now pays for doula care. Families who never thought they could afford a doula suddenly can. But most of them don’t know that yet, and they definitely don’t know how to find a doula who accepts their coverage.

That’s a marketing problem, and it’s one you can solve. Here’s what changed, and how to make sure those families find you.

What Medicaid Doula Coverage Looks Like in Colorado and California

Colorado: Health First Colorado and CHP+

Health First Colorado (Colorado’s Medicaid program) and CHP+ members have had access to doula benefits since July 1, 2024. According to the state’s Doula Billing Manual, coverage includes prenatal support, postpartum support, and one labor and delivery per pregnancy for members who are pregnant or gave birth within the last year. Services need a recommendation from a licensed provider, and doulas enroll through the state’s provider portal using either a certification pathway (for example, DONA or CAPPA) or an experience pathway.

California: Medi-Cal

Medi-Cal added doula services in January 2023. The Department of Health Care Services covers an extended initial visit, up to eight prenatal or postpartum visits, support during labor and delivery, up to two extended postpartum visits, and up to nine additional postpartum visits with a second recommendation. DHCS also publishes its rates. Labor and delivery support for a vaginal birth, for example, is listed at $685.07.

Rules and rates change, so always confirm the current details with your state before you bill. This post is about marketing, not billing advice.

Why This Is a Marketing Opportunity

Most families on Medicaid have never been told a doula is an option for them. When they do start looking, they search things like “doula near me,” “doula covered by Medicaid,” or “does Medi-Cal pay for a doula.” If your website and Google profile don’t say you accept coverage, you’re invisible to them, even if you’re enrolled.

Medicaid coverage also brings steadier income. Private-pay clients pull back when the economy gets tight. Covered families keep having babies and keep needing support.

6 Ways to Market That You Accept Medicaid

1. Say it clearly on your homepage

Don’t bury it in an FAQ. Add a short line near the top of your homepage: “We accept Health First Colorado” or “Medi-Cal accepted.” Families are scanning for that one answer before they read anything else.

2. Build a “Using Your Coverage” page

Create one simple page that walks families through it: who qualifies, what’s covered, that they’ll need a recommendation from their provider, and what to ask at their next appointment. This page answers the exact questions people are typing into Google and AI search tools, and it builds trust before the first call.

3. Update your Google Business Profile

Your Google Business Profile is often the first thing a family sees. Mention your coverage in the description, add it to your services, and post an update about it. Ask happy clients for reviews that mention how easy it was to use their benefits.

4. Target your city, not just your state

“Doula Colorado” is broad. “Doula Fort Collins” or “Sacramento birth doula” is where bookings happen. Give each city you serve a clear mention on your site, and consider a short page for your main service areas.

5. Build relationships with the providers who write recommendations

Both states require a recommendation from a licensed provider. That makes OBs, midwives, family doctors, and clinic staff your best referral partners. A simple one-page handout explaining how you work with their Medicaid patients goes a long way.

6. Use ads to reach families early in pregnancy

Google and Meta ads can put you in front of expecting parents in your service area right when they’re making decisions. For one doula practice we work with, Google Ads clicks cost as little as $1.94 each, well below the industry average. Small, focused budgets can go a long way.

Keep Your Messaging Accurate

Only say you accept Medicaid if you’re enrolled and set up to bill (or contracted with the right managed care plans in California). If you’re still in the enrollment process, say “Medi-Cal coming soon” or invite families to reach out. Honest messaging protects your reputation and keeps families from getting a surprise bill.

What Doula Marketing Costs With The Mina Company

We don’t hide our pricing. Most solo doulas start small with our Growth Essentials plan, which focuses on one growth lever, either local SEO or ads, so you see real progress without paying for things you don’t need yet. As your calendar fills, you can add more.

Service	Investment
Local SEO + monthly blog content	$400/month
SEO setup (sites under 10 pages)	$1,225 one-time
Google Ads setup	$720 one-time
Google Ads management	$360/month
Meta (Facebook & Instagram) ads setup	$720 one-time
Meta ads management	$240/month
Landing page with copy (like a “Using Your Coverage” page)	$520
Google Analytics (GA4) and conversion tracking setup	$385
Website audit	$360
New 5-page website	$7,500 + $145/month website plan

A common starting point for a doula who wants to show up for Medicaid families: a one-time SEO setup, a “Using Your Coverage” landing page, and monthly local SEO. You own your website 100%, we never mark up themes or plugins, and we don’t charge for time we don’t use.

Read next: Doula Website Must-Haves: 10 Things Every Birth Doula Website Needs

Want Help Getting Found?

At The Mina Company, we help doulas and birth professionals get seen, found, and booked, with websites, local SEO, and ads built around the families you serve. See how we helped The Elgin Doula grow their search visibility and ad results, or learn more about our marketing for doulas.

When you think of female-owned marketing agencies, you might picture boutique teams that offer personal service. But what if that also came with senior-level expertise? At The Mina Company, a 100% female-owned, women-led agency in Fort Collins, Colorado, our team may be small, but every strategist brings deep, hands-on experience in their specialty, from SEO and AI search to digital ads, websites, and brand strategy. That combination of skill and nimble teamwork is what gives our clients an edge.

Quick Facts About The Mina Company

• Ownership: 100% female-owned and women-led, founded in 2019 by Erica Vander Sande
• Location: Fort Collins, Colorado, serving clients nationwide
• Team: 9 people, all in-house. No white-labeling or outsourcing
• Who we serve: women-owned and service-based businesses, including wellness and therapy, doulas and birth professionals, home builders and trades, chiropractors, and coaches
• Services: SEO and AI search optimization (AIO/AEO), Google and Meta ads, website design, social media, AI workflow setup, Fractional CMO, and more. See all of our services
• Pricing: every service is available à la carte, or bundle into a monthly package: Growth Essentials from $400/month, Momentum from $760/month, or Aligned Growth Partnership from $1,100/month. See full pricing
• Terms: month-to-month. Pause anytime during slow seasons
• You own everything: your website, ad accounts, and assets belong to you 100%

5 Reasons Our Women-Owned Agency Delivers More

1. Small Means Nimble, Not Limited

Large agencies can be weighed down by layers of approval, siloed teams, and slow turnarounds. Our size lets us pivot quickly, adapt to market changes, and keep your campaigns moving, without sacrificing quality.

2. Senior-Level Expertise, No Matter Who You Work With

At some agencies, junior staff handle the day-to-day. Here, you work directly with seasoned strategists, each a subject-matter expert in their field, and every bit of the work is done by our in-house team. That means faster insights, smarter strategies, and no learning curve on your dime.

3. Strategy with Heart (and Data)

As a female-owned agency, we lead with both strategy and intuition. We know the metrics, and we also understand the human side of marketing: the story behind your brand and the connection with your audience. That’s why our campaigns aren’t just technically sound; they feel right for your business.

4. A True Partnership Approach

Our clients aren’t just “accounts.” We work as an extension of your team, with transparency, collaboration, and shared goals. Because we only take on a select number of clients at a time, you’ll never feel like you’re competing for our attention.

5. Proven Results in the Industries We Know Best

From wellness and therapy practices to doulas, home builders, and service-based businesses, our strategies have increased website traffic, boosted conversions, and built long-term brand trust. Here are a few examples.

Client Results: Case Snapshots

The Elgin Doula (birth and lactation practice)

We set up SEO, Google and Meta ads, and conversion tracking. Search visibility rose 19.58% in the first month, the practice now ranks for 44 keywords on page 1 of Google, and Google Ads clicks cost as little as $1.94. Read the full case study.

Balanced Thistle (acupuncture and wellness clinic)

A client for 6+ years. They average 1,200+ website users a month, 44–51% of traffic comes from organic search, and 30% of booking page visitors book an appointment. They rank on page 1 for terms like “acupuncture center Fort Collins.” Read the full case study.

Ecraft Custom Homes (home builder)

With ongoing SEO and content, Ecraft averaged 500+ website visitors a month, held 10+ first-page Google rankings all year, and tracked 600+ contact form submissions in 2024. Read the full case study.

How to Choose a Female-Owned Marketing Agency

Whether you search for a female-owned, women-owned, women-led, or “run by women” marketing agency, use these five checks to find the right fit:

• Ownership: Confirm the agency is majority owned and led by women. Third-party certifications like SBA Women-Owned Small Business (WOSB) or WBENC add verification. The Mina Company is 100% female-owned by founder Erica Vander Sande.
• Budget fit: Ask for starting prices up front. Ours are published: every service is available à la carte, and packages start at $400/month.
• Strategic depth: Ask who does the work day to day and for a case study from a business like yours. At Mina, our 9-person in-house team does everything, with no outsourcing.
• Transparency: Ask for line-item pricing, how scope changes are handled, the minimum commitment, and who owns your accounts. We work month-to-month, and you own your website, ad accounts, and assets 100%.
• AI search: Ask how they help you show up in ChatGPT, Gemini, Perplexity, and Google AI Overviews, not just traditional Google rankings. We build AI search optimization (AIO/AEO) into our SEO work.

Frequently Asked Questions

What are the benefits of working with a female-owned marketing agency?

Female-owned agencies often blend strategic thinking, empathy, creativity, and agility. At The Mina Company, that looks like senior strategists, an in-house team, transparent pricing, and marketing that reflects your values as well as your goals.

Do female-owned marketing agencies only serve women-owned businesses?

Not at all. Many of our clients are women-owned, but we work with service-based businesses of all kinds, including wellness and therapy practices, doulas, home builders, chiropractors, accountants, and coaches.

Are female-owned agencies as effective as large firms?

Yes. Our model centers on senior-level, direct service from a 9-person in-house team. You get expertise and speed without the layers, hand-offs, and outsourcing common at larger firms. Our case studies show the results.

How much does a female-owned marketing agency cost?

It varies by agency and scope. At The Mina Company, every service is available à la carte, and monthly packages start at $400/month (Growth Essentials), $760/month (Momentum), and $1,100/month (Aligned Growth Partnership). We work month-to-month, so you can pause anytime during slow seasons. See our full pricing.

Where is The Mina Company located? Do you work outside Colorado?

We’re based at 301 Remington St in Fort Collins, Colorado, and we work with clients nationwide.

What questions should I ask a female-owned marketing agency before hiring?

• What experience does your team bring, and who will I work with day to day?
• Is all of the work done in-house, or is any of it outsourced?
• What are your starting prices, and how are scope changes handled?
• Is there a minimum commitment, and who owns my accounts and assets?
• Can you share a case study from a business like mine?
• How will you help me show up in AI search tools like ChatGPT and Gemini?

Is being a certified women-owned business an advantage?

Certification through programs like SBA WOSB or WBENC provides third-party verification of ownership, and some buyers and procurement teams look for it. Either way, ask any agency to confirm who owns and runs it.

Let’s Talk About Your Goals

If you’re looking for a female-owned marketing agency that delivers high-level strategy and hands-on expertise, we’d love to connect. Book a free 30-minute discovery call with Erica, or reach out through our contact page.

Keep Reading

• Month-to-Month Marketing Retainer: Why Flexible Beats Flat
• How Much Does a Fractional CMO Cost for a Small Business?
• Fractional CMO vs. Marketing Agency: What’s the Real Difference?
• Doula Website Must-Haves: 10 Things Every Birth Doula Website Needs

A Simple Guide to Finding Focus and Making a Bigger Impact

Marketing a nonprofit can sometimes feel like juggling flaming torches while walking a tightrope. Between social media, email campaigns, Google Ads, community events, and donor outreach, it’s easy to wonder:

“Where should we even focus?”

The truth is, you don’t need to do everything to make an impact — you just need to do the right things, consistently. Let’s simplify your strategy.

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Step 1: Start with Your People

Every strong marketing plan begins with understanding who you’re talking to. Your audience determines your strategy — not the other way around.

Ask yourself:

• Who are our biggest supporters right now?
  
• Where do they spend time — online and offline?
  
• What motivates them to give, volunteer, or get involved?
  

Examples:

• If your donors are local families who attend community events, focus on email, local partnerships, and social media (especially Facebook or Instagram).
  
• If your audience is business owners or grant partners, prioritize LinkedIn, newsletters, and storytelling blogs to build credibility.
  

Pro Tip: Build simple audience profiles or personas for your main supporter types — this makes every marketing choice clearer.

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Step 2: Match Your Mission to Your Medium

Each marketing channel serves a unique purpose. When you match your mission with the right medium, your message lands more effectively.

Channel	Best For	Example Use
Social Media	Storytelling & connection	Share photos, impact stats, and personal stories that humanize your mission
Email	Deepening relationships	Send updates, success stories, and clear calls to action for donations or events
Website + SEO	Visibility & credibility	Make sure every campaign leads back to a well-optimized home base
Google Ads / Meta Ads	Growth & awareness	Use grants or paid campaigns to reach new donors or volunteers
Events + Local Partnerships	Trust & community	Build in-person relationships and brand recognition in your area

Pro Tip: Pair one digital growth channel (like Ads or SEO) with one relationship channel (like email or events) to balance reach and retention.

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Step 3: Choose No More Than Three Core Channels

Most nonprofits spread themselves too thin. You don’t have to be everywhere — just show up well where it matters most.

Choose up to three channels that align with:

1. Your audience
   
2. Your goals
   
3. Your team’s capacity
   

Examples:

• A youth-focused nonprofit might use Instagram, email, and school partnerships.
  
• A community health organization might focus on Facebook, Google Ads, and newsletters.
  
• A foundation or grantmaker might prioritize LinkedIn, PR, and website content.
  

Pro Tip: Depth beats breadth — consistency builds trust faster than being everywhere inconsistently.

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Step 4: Measure What Matters

It’s easy to chase vanity metrics like post likes or follower counts. Instead, track metrics that reflect real connection and measurable impact.

Focus on:

• Email: open and click-through rates
  
• Website: visits, donations, and time on page
  
• Events: attendance, sign-ups, and repeat engagement
  
• Volunteers: new sign-ups or hours served
  

Ask yourself regularly:

“Is this channel helping us deepen relationships or drive meaningful action?”
If not, it might be time to adjust your focus.

Pro Tip: Review your analytics monthly and quarterly — patterns reveal where your real momentum lives.

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Step 5: Keep It Human

At its heart, nonprofit marketing isn’t about being trendy — it’s about being consistent, kind, and clear.

Your mission deserves visibility, but it shouldn’t come at the cost of burnout or confusion.

• Start small and build sustainably.
  
• Keep your messaging rooted in your values.
  
• Remember: the best marketing channel is the one that helps people feel connected to your cause.
  

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Takeaway

You don’t have to master every platform — just choose the ones that make the most sense for your team and community.

If you’re not sure where to start (or tired of guessing what’s working), we can help.

Our team specializes in creating holistic marketing strategies for nonprofits. Book a Nonprofit Marketing Strategy Session with The Mina Company and get a clear, actionable roadmap for your organization — so you can spend less time juggling and more time creating impact.

Let’s get started →

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FAQ: Nonprofit Marketing Channels

1. What are the best marketing channels for nonprofits?
The best channels depend on your audience and goals, but most nonprofits find success using a mix of email marketing, social media, and local partnerships. Add Google Ads or SEO for growth and visibility.

2. How many marketing channels should a nonprofit focus on?
Three is ideal. Choosing fewer channels allows for deeper engagement, stronger consistency, and better use of limited resources.

3. How can we tell if our marketing channels are working?
Track metrics tied to impact — donations, volunteer sign-ups, event attendance, and engagement rates. If a platform isn’t driving meaningful action, it may not be the right fit for your audience.

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Written by The Mina Company — intuitive marketing strategy for nonprofits that want to grow with purpose.