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What Doula Training Gets Wrong and How to Get a Real Return on Your Investment
- Kendra Lonon
- Oct 23
- 6 min read
You walked out of training inspired, certain this work was for you. You had the certification checklist, the excitement, and the vision of finally supporting families in birth.
But then, reality hit. You realized that certification wasn’t the finish line. It was just another starting point.
Maybe you found out you only have 12 months to finish certification requirements, with little to no guidance on how to actually do it. Or, that you’ll have to pay another extension fee if life gets in the way, and that the same organization that sold you the course is now charging you again just to stay in the system.
You’re not alone in that frustration. And you’re not wrong for feeling like all this is confusing. This post will break down how training programs can do students a disservice and what you can do to overcome these challenges.
What Doula Training Gets Wrong
1. They Focus on Information, Not Implementation
Most training programs hand you knowledge, not a roadmap. You learn the stages of labor, comfort measures, and birth preferences, but when it’s time to take clients, there’s a silence no one prepared you for.
They taught birthwork, but not business. They gave you skills, but not systems.
You complete training, but still wonder: How do I actually start?
2. They Sell Certification, Not Support
Let me start by saying this: not every training program gets it wrong. I was fortunate to attend a training that did touch on the business side of doula work. In fact, that’s the same segment I now help teach, because I know firsthand how much of a difference it makes when someone walks you through what happens after training.
However, many programs still focus on the information side only. They prepare you to serve families, but not to build a sustainable practice. That gap is where so many good doulas get stuck.
Let’s be honest. Training organizations make their money when you enroll, not when you succeed. That’s why so many doulas are given tight deadlines, unclear next steps, and little mentorship. In many cases, you’re told you have 12 months to submit client evaluations or attend births, but no one helps you figure out how to find those births. Then, if you don’t meet the deadline, you’re told to pay another extension fee, often just to stay eligible for certification.
You don’t need another invoice. You need guidance.
3. They Teach You to Serve, But Not to Sustain
You learned how to care for families. You didn’t learn how to price your care, talk about your services, or navigate the emotional and financial side of being a doula. You were prepared to pour out, not to fill up. That’s why so many new doulas burn out before they ever build momentum. So often, it’s preached that the work is valuable, not that you’re valuable.
The Real Cost of Staying Stuck
When you’re caught in this cycle, you start questioning your calling instead of the lack of support after training. You tell yourself maybe you need another certification, another credential, another start over, even another doula training.
Here’s a truth I want you to sit with: you don’t need more training. You need structure and support to make your investment work for you.
Without it, the pattern looks like this:
Months pass without taking clients
Your confidence fades
You lose money on extensions or new trainings
You start feeling like you failed
But you didn’t fail. You were under-supported.
How to Get a Real Return on Your Investment
1. Shift from Trainee to Doula
You’re not just starting out. You’ve already done the work. Now it’s about stepping into practice, imperfectly but intentionally. It’s time to step into your role. That means sharing your business more openly, telling people what you do, and letting your community know you’re available to serve. Confidence comes from doing, not waiting.
Many new doulas hold back because they think they need to shadow more experienced doulas to really “see how it’s done.” But, here’s the reality: there aren’t a hundred different versions of a hip squeeze. What matters most is how you show up for families, not how perfectly you copy someone else’s technique.
Shadowing can teach you someone’s style, but only practice teaches you your own. The clarity and calm you bring to others will start to reflect back to you the moment you begin to serve.
2. Get Support That Actually Supports You
Instead of paying for another extension, invest in mentorship that helps you apply what you’ve already learned. That step alone can be a powerful move and cause your perspective to shift.
A while back, I met a doula who had been trained through a large, well-known organization.
She reached out to me because she didn’t feel comfortable calling herself a doula yet. Her training encouraged her to shadow and take free clients to “gain experience.” She wanted to serve, but the way she was taught left her feeling like she had to earn permission first.
We talked through her goals and what she actually needed to finish certification. Together, we created a plan that allowed her to meet those requirements while being paid her full rate and without shadowing anyone. She didn’t need another course. She needed clarity, strategy, and someone to remind her she was already qualified to serve. Once she stepped forward in that confidence, she went on to support many more families.
Her story isn’t unique. It's proof that most new doulas don’t need more training. They simply need direction, accountability, and someone to show them that it’s safe to take up space in this work.
You don’t need a new certificate. You need accountability, real-world examples, and someone who’s been where you are. That’s where Heart Centered Birthwork comes in. Our tools are designed to help you bridge training and practice so you don’t lose momentum or money.
3. Price Like a Professional, Not a Student
Every hour you spend preparing, planning, or supporting a client is valuable. You’re not “charging for time.” You’re charging for care, presence, and peace of mind.
When you treat your work like a service instead of a favor, clients begin to treat it that way too.
Honestly, pricing can feel complicated when you’re new, especially if you were told to “start low” or “do a few births for free.”
Here’s what I tell new doulas who want to feel confident about charging:
Know your numbers: Write down what you invested in your training, supplies, childcare, transportation, and continuing education. You’ve already made a real financial investment, and it deserves a return.
Decide what sustainability looks like for you: Ask yourself, “What would I need to earn each month to feel both compensated and available to my family?” That number becomes your foundation.
Price for value, not comparison: You don’t have to match anyone else’s rate. Charge based on the transformation you bring, the emotional load you hold, and the time you spend preparing each client.
Communicate your pricing clearly: You don’t owe long explanations or apologies. Instead of saying, “I know I’m new, so my rates are lower,” try saying, “Here’s what’s included in my doula care package, and here’s how I support families from pregnancy through postpartum.”
Confidence is clarity in motion. When you understand your value, you stop discounting your care and your work starts to sustain you, not drain you.
4. Build a Framework That Outlives Your Deadline
Certification deadlines will expire. Your business doesn’t have to.
If you create systems that support you, your practice can keep growing even when your certification window closes.
This is where many doulas lose momentum. Not because they don’t want to serve, but because they don’t have a structure to keep them consistent.
Here’s where to start:
Create a simple client process: Have a clear flow for how people move from inquiry → consultation → booking → support. Write down the emails, forms, or next steps once and reuse them. Consistency builds confidence.
Track your experiences: Keep a simple log of births attended, consults booked, and client feedback. This not only helps with certification requirements but also builds your credibility for future families.
Develop a rhythm, not a hustle: You don’t need to post every day or chase clients. Choose two marketing actions per week, like making an educational post and sharing one story. Do them consistently. That rhythm will do more for your growth than random bursts of activity.
Protect your time and your peace: Create boundaries around availability, rest, and response times early on. Structure protects passion. Without it, burnout can sneak in quickly.
When you have a framework that supports you, you don’t have to keep starting over every year. You’ll have something steady that grows as you do.
The Bottom Line
Doula training gave you knowledge, but transformation happens when you apply it. When you start building confidence, consistency, and connection, that is what moves you from training to serving clients.
You deserve to see a return on your investment, not by chasing extensions, but by turning your certification into a calling that sustains you. The truth is, you were never missing motivation. You were missing support and guidance.
Ready to make your training pay off?
Start with the From Training to Clients eBook — the roadmap that helps you apply what you’ve learned, attract clients, and find your rhythm again.
Written by Kendra of Heart-Centered Birthwork™
Each reflection is a note from my own experience. I share these lessons to help doulas and birthworkers create sustainable practices that honor both families and themselves.
Explore more tools and reflections at Heart-Centered Birthwork™
