Raising your prices can feel risky, but it’s also one of the smartest moves you can make to grow a profitable, sustainable photography business. Whether you specialise in weddings, portraits, or branding sessions, your pricing should evolve as your skills, experience, and client value grow.
If you’re unsure how to increase your prices without scaring off your ideal clients, you’re in the right place. Let’s break down how to recognise when it’s time, how to rethink your packages, and how to raise prices confidently while strengthening your client relationships.
Why Raising Prices Can Feel So Intimidating
Most photographers didn’t get into the business because they love spreadsheets and sales funnels. Talking about money can feel awkward, and it’s easy to undercharge and hope no one notices. But underpricing your work can lead to burnout — and over time, it can actually hold your business back from the potential it has.
The good news? Raising your prices doesn’t mean losing everyone. It simply makes space for the right clients — the ones who genuinely value your time, talent, and experience. When done thoughtfully, it sets the stage for a business that supports your lifestyle and creative goals.
1. Spot the Signs It’s Time to Raise Your Rates
You don’t need anyone’s permission to adjust your pricing, but here are some signs it might be time:
- You’re booked solid for weeks or months
- You’re feeling stretched thin or underpaid
- Your costs (gear, software, insurance) have gone up
- Your editing, style, and client experience have taken a leap forward
- Your brand and reputation have grown in your community
If you’re regularly turning away inquiries or working long hours for limited returns, it’s a clear signal to review your pricing.
2. First question Does your priceless help get you to your Weekly Magic number?
Your magic number is the amount of money you want to earn in your pocket each year — the income that gives you the lifestyle, security, and freedom you’re working so hard for.
Once you know that, you can reverse engineer your business to support it, rather than guessing or hoping you “book enough.”
This is one of the most empowering things you can do for your business — because once you know your number, everything from your pricing to your promotions becomes intentional.
Please note: This is a very simplified explanation… Almost too simple. However, it will provide you with the answers you need to make wise choices.
Let’s calculate your magic number with this simple formula:
Step-by-step:
- How much do you want to earn (after tax and expenses)?
→ E.g., $100,000 “in your pocket” - Add 30% for tax and 30% for business expenses.
→ Add 60% total (or multiply your number by 1.6)
→ $100,000 x 1.6 = $160,000 gross revenue required - How many weeks per year do you want to work?
→ E.g. 40 weeks (allowing time for holidays, school breaks, life) - Divide your total by the number of working weeks.
→ $160,000 ÷ 40 weeks = $4,000 per week
Your Magic Number = $4,000 per week.
Next question: What does $4,000 per week actually look like?
- 8 sessions at $500 each
- 4 sessions at $1,000 each
- 3 sessions at $1,333 each
- 2 sessions at $2,000 each
- 1 session at $4,000
Obviously, we’d all love to do one session at $4,000! But you’ve got to be realistic with your business model, available time, client experience, and your product range before making big pricing decisions.
3. Now’s the time to consider what phase of business you’re in and whether your pricelist aligns:
Phase One: Simple & Digital-Focused
You offer one or two all-inclusive packages that include digital files. It’s easy to manage, attract clients, and deliver quickly — great for building confidence and consistency when you’re just getting started.
Phase Two: Structured Packages + Product Options
You’ve added structure with tiered packages and started offering printed products or wall art. You’re building your average sale and offering clients more choice without overwhelming them.
Phase Three: Confident & Product-Led
You’ve refined your experience and confidently walk clients through a high-touch process. You have a high average sale and your pricing reflects your value, focus on premium products, larger sales, and long-term client relationships.
Is it time to move to the next stage of your business? Every level is a step forward — but if you’re ready to grow, your pricing should grow with you.
4. Don’t Just Raise Prices. Rework Your Packages
Instead of just increasing the numbers, take time to rethink how you’re presenting your services and how you can add value that doesn’t cost you anything extra (or very little) and a bit of time time
Ask yourself:
- Do your packages make sense to your clients?
- Do they reflect the quality of your work and your brand?
- Are they clear and easy to choose from?
🎥 Check out this live training video: “10 Reasons to Review Your Photography Price List — and 10 Practical Ways to Improve It”
Inside, I break down the 10 biggest signs it’s time to update your pricing — and 10 practical ways to do it without losing your mind (or clients).
3. Quietly Update Your Pricing in the Right Places
There’s no need to make a big announcement when you change your pricing. Many photographers find it works better to simply update the numbers across their materials.
Be sure to check:
- Your website and enquiry forms
- Your welcome or investment guide
- Any booking emails or automated templates
New clients will see your updated prices when they get in touch, and past clients will see them the next time they book. This approach keeps things smooth and professional.
You just need to be mindful of who has which pricelist. As this might take some time to roll out.
4. Make Sure Your Experience Matches Your Prices
If you’re charging more, your overall experience should feel more refined. This doesn’t mean working harder, just being intentional about the small touches that elevate your service.
Pre-Session Experience
Beautiful, branded welcome or prep guide
Includes what to expect, styling tips, timeline, and FAQs – designed to be easy to read and visually polished.
Pre-session consult or video check-in
Even 15 minutes to touch base adds a personal, boutique touch.
Client questionnaire
Ask about preferences, goals, personalities – it shows you care and helps tailor the session.
Styling assistance or wardrobe add-ons
Offer styling advice, a style guide, or even access to a client wardrobe.
During the Session
Beverages, tissues, lint rollers, hairspray, snacks
Especially thoughtful for family or kids’ sessions, and helps clients feel looked after.
Comfortable seating while waiting
For clients or family members not in every shot, a relaxing space makes the experience smoother.
Bluetooth speaker with soft background music
Set the tone with a relaxed vibe – bonus points if you customise the playlist to their vibe.
Fresh flowers or candles
Adds polish to your studio or setup and creates a calming, elevated atmosphere.
Post-Session Experience
Polished, in-person viewing and ordering session
Create a relaxed, guided environment where clients can enjoy their images for the first time. Use a clean slideshow presentation, offer light refreshments, and make the space feel comfortable and intentional. Walk them through their options with clarity and confidence, focusing on value rather than pressure.
Find of if they have a song or use there wedding song
Tihs is a simple 1%er that makes a huge difference
Personalised thank-you message or handwritten note
Not just a thank-you – mention something specific from the shoot.
Bonus or surprise
An unexpected extra photo or small gift feels generous and thoughtful.
Long-Term Touchpoints
Client loyalty perks
Offer early access to book sessions or exclusive add-on products as a thank-you to your repeat clients.
Occasional check-ins or birthday messages
Send a quick note or email to celebrate milestones. It’s a simple way to stay top-of-mind and nurture the relationship.
Referral rewards
A small thank-you, like a print credit, gift card, or surprise gift, goes a long way when someone sends new clients your way.
Add to the Lifetime story campaigns
This is a great client retaining marketing program to keep clients come back year after year:
5. Have a Simple, Confident Response Ready
It’s normal for someone to ask about pricing changes, especially if they’ve worked with you before. There’s no need to explain too much—just be clear and kind.
Here’s a phrase you can use:
“Thanks so much for getting in touch. I’ve made a few updates to my pricing to better reflect the time and care that goes into each session. I’d be happy to send over the current options if you’d like to take a look.”
Or
“Thanks so much for reaching out! I’ve updated my pricing to better reflect the time, care, and quality that goes into each session. I’d love to send you the latest options whenever you’re ready.”
It sets a professional tone while keeping the conversation relaxed.
Pro tip: Use ChatGPT to help craft your pricing emails in your voice and tone — no awkward sales pitch needed.
6. Build a Price List That Does the Work for You
A good price list (or investment guide) isn’t just about dollars. It’s a tool that helps potential clients feel informed and excited to work with you.
Include:
- A short welcome or introduction
- A clear breakdown of your packages
- FAQs like turnaround times or payment terms
- Testimonials and sample images
- An easy way to ask questions
- Keep up the excitement!
🎥 Don’t miss this FB Live: how to increase my portrait sales!
7. Let Your Website Reflect Your Growth
“Is there the right information on your website to make an informed decision that you’re the right Photographer for them?”
Your website is your 24/7 shopfront, sales assistant, and first impression all rolled into one. It’s got to do more than just show off pretty pictures — it needs to educate, build trust, and guide people to book.
Which email would you rather get?
- “Can you send me your price list?”
- or
- “When is your next availability?”
That’s the power of a clear, confident, client-focused website.
Quick ideas:
- Add a welcome video or studio tour to introduce yourself
- Show off recent, high-quality galleries
- Social proof: testimonials, client logos, trust icons (like awards/memberships)
- Update your “About” and services pages to speak to your ideal clients
- Refresh your price list or enquiry page
- Break down the process step-by-step (what happens every step of the way to picking up your artwork)
- Keep your blog and social links current
- Display beautiful product photos and always use lifestyle mockups/room views.
- Double-check ALL links, buttons, and social icons are working! Including your contact us /enquiry form
Final Thoughts: You Deserve to Be Paid Properly
Raising your prices doesn’t have to feel scary. When done with intention and confidence, it helps you attract better clients, make more money, and create a business that actually works for you.
If you’re ready to put these steps into action — go for it!
🚀 If you’re feeling a bit stuck, you can book a FREE 20-minute discovery session.
👨🏫 Or if you want help creating a price list that actually works, book a 1:1 coaching session with Mark.
It’s all about refining your systems, boosting your confidence, and building a business that lasts.
You’re worth it — and your business is too.
