Pricing is one of the hardest parts of running a photography business. Charge too little and you burn out. Charge too much without communicating value and enquiries dry up. This guide walks you through a simple framework for finding the right number.
1. Know your costs
Before you set a price, add up everything a session costs you:
- Fixed costs
- gear payments, insurance, software subscriptions, website hosting
- Variable costs
- travel, second shooter, props, prints, delivery packaging
- Your time
- not just the shoot, but editing, client communication, travel and admin
Divide your monthly fixed costs by the number of sessions you realistically shoot. Add the per-session variable costs. Now you have your cost floor - the minimum you need to break even.
2. Decide what you want to earn
Pick a target annual income, add taxes and business expenses, then divide by the number of sessions you want to shoot per year. That gives you a target revenue per session.
If the target is below your cost floor, you need to either raise prices or lower costs. There is no way around the maths.
3. Research your market
Look at photographers in your area who serve a similar audience:
- What do they charge for a similar session?
- What is included (time, edited images, prints)?
- How do they present their pricing?
You do not need to match anyone's price. The goal is to understand the range so you can position yourself intentionally.
4. Package your offer
Clients respond better to packages than hourly rates. A package bundles time, deliverables and experience into one clear price:
| Package | What's included | Price |
|---|---|---|
| Mini | 30 min, 15 edited photos, online Folder | $200 |
| Standard | 1 hr, 40 edited photos, online Folder, 5 prints | $450 |
| Premium | 2 hr, 80 edited photos, online Folder, album | $900 |
Tip: name your packages to match your brand rather than using "Basic / Pro / Premium".
5. Make booking easy
The best price in the world means nothing if clients cannot book. Put your pricing on your website, link to an online booking form and accept payment upfront. Tools like Ultra's booking feature let clients pick a time, pay and get confirmed automatically - no back-and-forth DMs needed.
6. Review and adjust
Check your numbers every quarter:
- Are you hitting your target income?
- Are you booked as much as you want to be?
- Are clients commenting on price - positively or negatively?
Raise prices gradually (10-15% at a time) and communicate the change in advance. Existing clients appreciate transparency.
Pricing is not a one-time decision. It is a habit - review regularly, adjust confidently and always know your numbers.