How to Price Your Photography Services Profitably

Pricing your photography services isn’t just about picking a number that “feels right” or matching what others in your area charge. If you want to build a sustainable and profitable business, your pricing needs to be intentional, strategic, and based on real numbers, not guesswork! Here is how to price your photography services profitably:

Why Pricing Matters More Than You Think

Many photographers set their rates too low, either because they don’t understand their costs or because they fear turning away clients. The result? They end up overworked, underpaid, and unable to sustain their business long-term.

Your pricing needs to cover not only your time and expenses but also allow room for growth, investment, and, most importantly, profit.

Here’s how to do it right.

Step 1: Determine Your Desired Salary

Before you price your sessions, you need to figure out how much you want to take home as your salary. Remember, your salary is NOT your profit, it’s what you pay yourself for the work you do.

Think about:

• How much you need to earn annually to cover your personal expenses and lifestyle.
• The number of sessions or weddings you want to shoot per year.
• The amount of time you spend on each client (including editing, client communication, and travel).

Once you determine your ideal income, you can start working backward to set your pricing accordingly.

Step 2: Factor in Business Expenses

Your pricing should cover your costs, both fixed and variable.

• Fixed costs: Website hosting, software subscriptions, insurance, gear purchases, studio rent.
• Variable costs: Printing, album design, client gifts, second shooters, travel expenses.

If you don’t build these costs into your pricing, you’re paying for them out of your own pocket, reducing your take-home pay.

Step 3: Understand Taxes & Profit

Many photographers forget that they need to set aside money for taxes, which can be a significant portion of your income. In the U.S., self-employment taxes can range from 15-40%, depending on your income and state.

Additionally, profit is separate from your salary. This is the money that helps your business grow, invest in better equipment, and create a financial cushion for slow seasons. Your pricing should account for both your salary AND a built-in profit margin.

Step 4: Create Strategic Packages

Instead of offering random pricing, create structured packages that encourage clients to invest at a higher level.

Why packages work: They allow clients to see the value in upgrading, especially when strategically designed using pricing psychology techniques.

Step 5: Utilize Pricing Psychology to Increase Sales

Your pricing should be intentional, using strategies that increase perceived value and encourage higher spending:

Anchor Pricing – Show a premium package first so other packages feel like a deal.
Decoy Pricing – Have a mid-tier package that makes the top-tier option feel like the best value. Perceived Value – Bundle high-profit items like albums, print credits, or extra images.

Step 6: Increase Revenue with Upsells

Once you’ve established profitable base pricing, maximize earnings through upselling.

• Offer wall art and albums, not just digital files.
• If clients want all digitals, include them in higher packages.
• Price mini sessions for profit by ensuring you can book multiple sessions in one day and setting a high enough price to make it worth your time.

Step 7: Track Your Pricing & Make Adjustments

Monitor your sales and adjust rates as your costs or income goals change.

Final Thoughts

Pricing your photography services shouldn’t be a guessing game. By following these steps, you’ll ensure that your business is not only sustainable but also profitable.

Check out my Photography Pricing Guide & Calculator to take the stress out of pricing and start charging what you’re worth!

Looking for 1:1 Photography Business Coaching? I can give you a personalized action plan to help you reach your business goals. Learn more about photography business coaching here!