Stop Undervaluing Your Work: A Simple Guide to Pricing Your Photography Services
Let’s be honest; pricing your photography services can feel... awkward. Whether you’re just starting out or trying to raise your rates, there’s this weird mix of guilt, fear, and imposter syndrome that kicks in.
But here’s the truth: You can’t build a sustainable photography business if you’re undercharging. Pricing isn’t just about your skill with a camera — it’s about the experience, the time, and the value you bring.
So let’s break it down.
1. Stop charging based on what you would pay
You are not your target client. If you wouldn’t personally spend $600 on family photos, that doesn’t mean nobody else would. Your clients value professional photography differently — especially when it captures their newborn baby, their wedding, or their family in a season they’ll never get back.
2. Know your numbers (even if math isn’t your thing)
At a minimum, your pricing should cover:
Time shooting
Time editing
Communication/prep
Equipment upkeep
Software subscriptions
Taxes (yes, they will take a chunk)
Education and training
Travel/gas/etc.
Profit (you deserve one!)
If you’re charging $200 for a session that takes you 8 hours start to finish… that’s $25/hour before expenses and taxes. Not sustainable.
3. Packages Are Your Friend (and a Pricing Strategy Secret Weapon)
Instead of offering just a single session with digital files, build out three-tiered packages that show clear value — not just in what’s included, but in how they’re priced.
Here’s the trick:
Your middle offer should be the one you actually want to sell most. It should feel like the “obvious choice.”
To make that happen, you want your top package to be significantly more expensive — not just because some people willbuy it (and they will), but because it makes the middle package feel reasonable in comparison.
Here’s a simplified example:
The Mini – $550
20-minute session
10 edited images
Online gallery
The Classic – $850 ← Most popular
60-minute session
Full gallery of 40+ images
Style guide + pre-session planning
$100 print credit
The Heirloom – $1,400
90-minute session
Full gallery
Style guide + planning call
$250 print credit
Linen keepsake box with 10 fine art prints
Priority booking & delivery
Clients who may have felt unsure about spending $850 will now see it as the most sensible option when compared to $1,400. And some clients will gladly go for that top package if they value those extras.
This strategy:
Makes your ideal package feel affordable
Creates more perceived value without more labor
Helps clients self-select what works best for them
Often leads to higher average sales
It’s smart pricing; not manipulation. You're guiding your clients to make the best decision for them, while making your business more profitable and sustainable.
4. Scarcity and boundaries protect your energy
Let clients know you only take a limited number of sessions per month. Not only does this create demand (hello, marketing), it also protects your time and prevents burnout.
5. Your dream clients don’t just want “cheap”
They want trust. Professionalism. Consistency. A seamless experience. Your pricing should reflect all of that; not just the time spent clicking a shutter.
You don’t need to be the cheapest to get booked. You need to be clear, confident, and consistent.
Ready to build a pricing structure that actually works for you?
If you’re tired of guessing your prices or feeling stuck at a price point that isn’t sustainable — my one on one coaching program, Booked & Profitable, is made for you. We’ll break down pricing, packages, marketing, and strategy so you can finally run your photography business like a pro (without the burnout).
Want in? CLICK HERE - SEND ME A MESSAGE
Let’s get your business booked and profitable — for real this time.
