How to Attract Photography Clients: What No One Tells You

A real-talk approach to pricing, boundaries, clients, and growth.

When you start a photography business, one of the biggest challenges is figuring out how to attract photography clients who actually value your work. Pricing, booking systems, branding, client experience, editing workflows—it can feel like there’s an endless list of things to master. And while that list never really stops, there are some lessons no one tells you that can make or break your success.

The truth is that running a photography business isn’t just about taking great photos. It’s about knowing your worth, setting boundaries, building a brand that reflects you and having the confidence to move forward even when things aren’t perfect. It’s about focusing on what will truly move your business forward instead of getting stuck in comparison, or feeling like you have to do things a certain way. 

So let’s cut through the noise and break down the essential lessons that no one talks about—especially when it comes to pricing, confidence, and most importantly, how to attract photography clients who truly value your work.

Know Your Worth: Pricing Isn’t Just About Money—It’s About Value

In all of the photography education that you consume, read, watch or listen to, you will likely hear a lot about pricing. Pricing philosophy, pricing formulas, pricing worksheets etc. will be shoved in your face in every way imaginable. But, what these formulas, philosophies and worksheets leave out, is one of the keys to your business, and ultimately the key to being a profitable photographer: knowing your worth and value. 

Now, you might think, “but that seems a little woo-woo, or too much about manifestation or the like”, and at one point, I might have agreed with you. However, when I first started my business, one of the mistakes I made was looking too much to my competition for ideas on pricing, and not spending enough time evaluating my own value, what unique experience I bring to the table for my clients, and how to price myself profitably. 

As a newer photographer, you may be in the same boat. Looking at the competition and evaluating your work in comparison to theirs to assess your pricing. But let me tell you why this doesn’t work: 

Your Photography Business Is Your Own

Your photography business is your own. No one else can tell you how much money you will need to survive as a photographer. If you are just starting out and this is a side-hustle, what are you planning to do with the money you make from your business? Is the goal to take it full time? If so, you alone are the only person who will know how much you need to pay your rent and utilities, business expenses, and car payment. 

Your photography is a gift – its incredibly valuable to someone else, so your pricing should reflect as much. One way to think about this is in light of the fires that have happened recently in California. When interviewed, almost all of the people who lost their homes talked about how they only took with them their families, their important documents, and their photographs. Or, if they didn’t get to take anything with them, they pointed out specifically how sad they were to have lost their photographs. If you price yourself too low, you undervalue your time and expertise – even when you are just starting out! 

What no one tells you about pricing your photography business: 

• Pricing isn’t about guessing – it’s about covering your costs, paying yourself, and running a sustainable business. 
• You attract better clients when you charge what you’re worth. 
• Cheap pricing won’t make you more “bookable” – it just leads to burnout. 

Not Every Job or Client is Right for You—And That’s Okay

Now, a lot of photography educators might tell you that when you are first starting out, try out everything to get experience. And while this advice is beneficial in some ways (it allows you to practice your photography skills) it may not be necessary or beneficial in building your portfolio and understanding your unique clientele. Not every job or client is right for you – and that’s ok. 

When you say yes to everything, you run the risk of stretching yourself too thin. Additionally, when you take on everything, you may end up with a portfolio that is inconsistent, and does not have enough volume to truly showcase what you are the most interested in, or the best at. 

What no tells you about starting to choose your jobs or clients: 

• Niching down is actually smarter – you don’t have to shoot every type of session to be successful, hone your craft or build your business. 
• It’s okay to turn down clients who don’t align with your style, budget, or energy. When you are first starting out, and trying to make money this may seem counterintuitive. However, when you actively make choices to align your business, you will find that you begin to attract the clients that you truly want to work with which will bring you more profit in the long run. 
• Setting boundaries around your time, pricing, and creative direction will make your business stronger. You can read more about Setting Boundaries in Your Creative Business here. 

Want to Know How to Attract Photography Clients? Knowing Your Ideal Client Matters More Than You Think

When I work with new clients setting up their systems in HoneyBook or coaching them through unique challenges in their business, one of the very first exercises we do together is identifying and truly understanding their ideal client. This is important for two main reasons: 1) you need to know who you are speaking to, and what kind of messaging is going to appeal to them 2) When you try to market to everyone, you end up appealing to no one.If you’re wondering how to attract photography clients who truly appreciate your work, the key is clarity. Focus on defining your ideal client so that your messaging speaks directly to them. That’s how you get more photography clients who are excited to work with you.

When I was starting my  photography business, I would often get inquiries from new moms wanting in-studio posed newborn photography (something I do not offer). Because I hadn’t yet identified my ideal clients, and messaged directly to them about the value I brought as an in-home newborn photographer, the wrong clients were reaching out to me regularly. This was both frustrating, time consuming, and unnecessary. 

What No One Tells You About Defining Your Ideal Client:

• Defining your ideal client isn’t just an exercise to create an avatar, it is about truly understanding the person who you will be working with and their unique needs, pain points and buying psychology so that your messaging can attract the right clients and ultimately repel the wrong people. 
• Defining your ideal client will help you craft offers, pricing, and marketing that actually convert. 
• The clients who truly value your work will pay for it – don’t waste your energy convincing the wrong people. 

To get started, think about the sessions that light you up, or if you are just starting, what makes you the most excited about photography. Who are those clients, what do they value the most, what makes the experience feel effortless. Once you identify those patterns, you can start shaping your brand and marketing specifically to attract more of them. To learn more about identifying your ideal client and getting clear in your messaging check out my Ebook: Workflows that Wow, where I will walk you through specific exercises and examples. 

Building Your Portfolio Takes Time and Intention

When you are starting out, as mentioned above it’s easy to feel like you need to take on all kinds of sessions to build your portfolio before you can raise your prices or book paying clients. However, the truth is that quality matters more than quantity. Your portfolio is one of the most powerful tools for attracting your dream photography clients. A strong, cohesive portfolio builds trust, makes it clear what type of work you specialize in, and helps you stand out in a crowded market.While it may take some time to hone in on your unique editing and photography style and posing while building your skills, aiming for consistency in each gallery as well as what you showcase on your website and any other portfolio sites does matter. 

What no one tells you about building a photography portfolio:

• Your early work won’t be perfect, and that’s okay – keep refining your style. However, even if your work isn’t perfect, choose to showcase your best and most consistent work, over showing everything. 
• Personal projects and styled shoots are great ways to create the kind of work you want to be hired for. One way to do this is through “model calls” where you set the vision and intention for the session and look for model participants to help it come to life. This can also help to build your brand awareness if the models agree to share your work with friends and family or on their social media. 
• Consistency in editing, posing and branding is what will make your portfolio stand out – not a million photos. Showcase your best work, and build from there. 

Messaging is Everything: Your Website Copy Should Work for You

Since you have spent some time identifying your ideal client, you will now be ready to jump on your website and update some of your website copy. If you are just starting out, and haven’t yet created your website have no fear – check out this blog for my go to tips for starting your website.

However, if you have gotten started, but maybe just have the basics, now is the time to update your copy. Your website isn’t just a place to showcase pretty photos—it’s your business’s home base and the foundation of your brand. While social media is great for marketing, it’s fleeting—posts disappear in an algorithm, and platforms can change overnight. Your website, on the other hand, is something you own and control, making it the most important tool in converting potential clients into paying ones. But here’s the thing: stunning images alone won’t do the heavy lifting.

When It Comes to How to Attract Photography Clients: Your Words Matter Just As Much As Your Photos

If you want to know how to attract photography clients, your website copy is just as important as your photos. Clear, compelling messaging builds trust, communicates your value, and guides potential clients toward booking you. When visitors land on your site, they should instantly know who you serve, what makes you different, and how they can work with you. Instead of generic statements like “I love capturing moments,” focus on messaging that speaks directly to your ideal client—address their needs, ease their concerns, and show them why you’re the perfect fit. Strong copy isn’t about selling harder; it’s about making sure the right people feel seen and confident in choosing you.

Here’s what no one tells you: 

• Your website copy should work for you. 
• Pretty photos alone won’t sell your work – your words matter just as much. 
• A strong website message should be clear about who you serve, what makes you different, and how to book you 
• Copywriting isn’t just about selling – it’s about connection and trust

Done is Better Than Perfect—Just Start

Oh boy – this is a big one. You’ve started sharing your photography with the world, and now you are obsessing over everything. Should you share the session even though the kids aren’t all smiling, is your portfolio big enough, is your website good enough? The bottom line is, the answer to all of those is yes.

Perfectionism is the biggest roadblock standing between you and a thriving photography business. It’s easy to get caught up in the idea that everything – your website, pricing, editing style, or workflow – needs to be flawless before you put yourself out there. But the truth? You’ll never feel 100% ready. 

What no one tells you about starting your photography business: 

• Your website doesn’t have to be perfect – just launch it and refine as you go. 
• Your pricing doesn’t have to be set in stone – start somewhere and adjust as necessary. 
• Your editing style will evolve and that’s ok. 

You’ll never feel entirely ready – fear is normal, but you don’t have to let it stop you. Your confidence will only grow if you start. The longer you wait for perfection, the more opportunities you miss. Growth happens through doing, not overthinking. So, take the leap, put your work out there, and trust that you’ll figure things out along the way. 

The Truth About How to Attract Photography Clients and Grow Your Business

No one can completely prepare you for the real challenges of building a photography business, but hopefully these lessons will help you navigate them with more confidence. The most successful photographers aren’t just talented – they set boundaries, charge their worth, and take action even when it’s scary. 

Want more guidance on how to attract photography clients and build a sustainable business? Download my free ‘Photography Business Starter Guide‘—it’s packed with tips to help you find, market to, and book your ideal clients.