Your about page is one of the most important pages on your doula website. Analytics consistently show it is among the most visited pages — families want to know who you are before they entrust you with one of the most significant experiences of their lives.

But writing about yourself is hard. Many doulas find it awkward to talk about their own strengths, or struggle to strike the right balance between professional and personal. Here is a framework that works.

Start With Why, Not What

Resist the urge to open with your credentials and training. Instead, start with your story — what drew you to birth work? Was it your own birth experience? Supporting a friend or family member? A moment that changed how you saw the birth process? Starting with your "why" creates an emotional connection that qualifications alone cannot achieve.

Write in First Person

Use "I" rather than writing about yourself in the third person. "I am passionate about supporting families" feels more authentic and approachable than "Sarah is passionate about supporting families." Your about page is a conversation with a potential client, not a press release.

Focus on the Families You Serve

While your bio is about you, the best bios centre the reader. Describe the kind of families you love working with and the support you provide. "I specialise in supporting first-time parents who want a calm, informed birth experience" tells a potential client much more about what working with you would be like than a list of certifications.

Include Your Training — But Do Not Lead With It

Your qualifications matter and should definitely be on your about page. But they work best as supporting evidence for the story you have already told, not as the opening paragraph. After sharing your journey and approach, mention your training, certifications, and any relevant experience. This way, your credentials reinforce the trust your story has already begun to build.

Add a Personal Touch

Include something personal that is not about doula work. Maybe you are a mother of three, an avid gardener, a terrible cook, or a dedicated reader. These small details make you relatable and memorable. Families are inviting you into one of the most intimate experiences of their lives — they want to feel like they know you as a person, not just as a professional.

Use a Professional Photo

A warm, professional photo of yourself makes an enormous difference. It does not need to be a formal headshot — in fact, a natural lifestyle photo often works better for doulas. Ask a friend with a decent camera to take some photos of you in good natural light. Smile, look approachable, and wear something that feels like you. This single image will do more for building trust than any amount of text.

End With a Call to Action

After reading your bio, a potential client should know exactly what to do next. End with a clear invitation — "I would love to hear about your birth plans. Get in touch to book a free consultation call" — followed by a link to your contact page. Do not leave visitors wondering how to reach you.