Pricing is one of the most complex and personal topics in the world of photography businesses, and for years, I’ve avoided talking about my decisions and journey with it. It’s complicated, nuanced, and requires so much context. But today, I’m sharing my experience with pricing as a family photographer – because even though it’s very windy and full of confusing choices, I believe that sharing stories is one of the best ways to teach and learn.
In Part 1 of this conversation, I’ll walk through the early years of my business and the decisions I made around pricing and workflow. Whether you’re new to pricing your photography or looking to refine your approach, I hope you’ll find inspiration and actionable advice here.
Read more: MY STORY : the roots, experience, failures, and inspirations that shaped my photography business
How It Started Pricing Family Photography
I officially launched my photography business in early 2013. Back then, I was a true beginner, offering sessions for $50–$100, over-editing the photos, burning 30 images to a CD, and hand-delivering them in a plastic case with a Sharpie label. Eventually, I upgraded to USB drives with a clip-art logo, feeling like I was reaaaally leveling up. Needless to say, it was as bare-bones as it could get.
I was building the plane as I flew – excited about the possibility but lacking confidence, experience, and profitability.
Transition to In Person Sales
Within the first year, I shifted to a session fee + In-Person Sales (IPS) model. Clients would pay a session fee for the shoot, come to my tiny apartment to view their images, and select their prints and products from a laminated clip-art menu. I’d offer homemade lemonade and try to make the experience feel special, but looking back, it was all a bit awkward.
My prices at the time were very low—$150 for the session fee, $100 or less for the CD of images, and a modest markup on prints and products. While this model allowed me to learn about client interactions and sales psychology, I didn’t yet have the refinement or quality to truly make IPS work. It felt like I was trying to force a luxury experience that didn’t align with my personality or the quality of the images.
Refining the Process
Around 2015, after moving stateside and having our first baby, I reevaluated my priorities and knew my workflow needed to shift. Oddly, I thought that adding more must be the answer to appearing more professional, so I began doing in-person consultations and became even more hands-on with the client experience. But balancing this high-touch process with a growing family became quickly overwhelming.
Over time, I learned that some parts of IPS—like seeing clients’ reactions to their photos in real time—were really more about my own ego than serving my clients. I also found that selling big wall art didn’t feel aligned with my strengths or my clients’ actual needs.
I knew I needed to simplify.
The Move to Virtual Sales
In 2018, I transitioned to a virtual sales model. Clients would pay a $250 session fee upfront and could upgrade to all digital files for $325. They also had the option to purchase prints and products from an online gallery after viewing their images. This streamlined process saved me tons of time, reduced my stress, and aligned so much better with both my personality and my clients’ lifestyles.
This shift allowed me to focus on creating a simpler experience overall and become more relevant in my market for the price-point I was at. While I wasn’t making significant print sales, my profit margins improved, and I attracted more relaxed, like-minded families who valued the simplicity of my process.
With increased demand and the introduction of schools to my offers, I began to see a fork in the road with meeting demand and pricing as a family photographer. I decided that rather than raise my prices, I would scale into an associate model to continue serving more families in my area.
But then that decision was met with some unexpected curveballs and its own slew of lessons.
Key Takeaways from Part One
- Trial and Error Is Essential: Setting your pricing as a family photographer and refining your process takes time. Don’t let the details paralyze you—focus on improving your skills and learning from every step.
- Experiment Before Niching Down: While finding a niche is important, it’s okay to explore different types of sessions early on. These experiences help you discover what resonates most.
- Follow Your Gut: If a process or pricing model doesn’t feel right, trust your instincts. Craft a workflow that aligns with your personality, strengths, and circumstances and sets profitability as a must.
What’s Next?
In Part Two, I’ll share the biggest changes I’ve made in the past five years with pricing as a family photographer, including how I invested in education to uplevel my skills and pricing in tandum, navigated the pandemic, shifted away from an associate photography/team model, and continued to adapt my pricing as my business and family grew.
Join the Photo Fuel Facebook Group to share your pricing journey, ask questions, or get feedback on your current pricing model!
// LINKS MENTIONED //
Episode 30: MY STORY – https://leahoconnell.com/ep-30-my-story-the-roots-experience-failures-inspirations-that-shaped-my-photography-business-paying-it-forward/
Homestyle Accelerator Group: https://www.leahoconnell.com/homestyle
The LEARN page with free resources – https://www.leahoconnell.com/learn
Photo Fuel Facebook Group: https://www.facebook.com/groups/photofuel/
