Figuring out how much to charge for your photography services can feel overwhelming. Do you base your pricing on what others in your area charge? On how much time a session takes? On what clients say they’re willing to pay?
Here’s the truth: your pricing should reflect your goals, not someone else’s.
Whether you’re a wedding photographer, lifestyle photographer, or senior portrait specialist, your business deserves a pricing structure that supports your income goals, covers your expenses, and keeps you from burning out.
Common Mistakes Photographers Make When Pricing
If you’re struggling with pricing, you’re not alone. Some of the most common mistakes I see photographers make include:
- Copying other photographers’ pricing without knowing their expenses, workload, or lifestyle goals.
- Undercharging in an effort to book more clients (which often leads to burnout and resentment).
- Ignoring hidden costs like editing time, software subscriptions, second shooters, or travel.
- Forgetting about taxes — which can take a big bite out of your income if you don’t plan ahead.
The good news? You don’t have to keep guessing.
What to Consider When Setting Your Rates
Instead of picking numbers out of thin air, ask yourself:
- How much do I want to make each month?
Start with your take-home income goal (after taxes). - What are my expenses?
Think about both business expenses (gear upgrades, software, insurance) and personal expenses that your business income needs to cover. - How many clients do I want to take on?
Be realistic about your availability — especially during busy seasons. Shooting 10 weddings a month may sound profitable, but is it sustainable? - How much time does each project really take?
Don’t forget editing, communication, travel, and delivery — not just the time behind the camera.
Pricing Models for Photographers
There are a few common ways photographers structure their pricing:
- Hourly Rate → Works well for event photography but can undervalue your expertise.
- Session Packages → Bundling services (like 1-hour session + 20 images) makes it easier for clients to choose.
- Tiered Packages → Offering 3–4 levels (ex: basic, standard, premium) helps clients self-select based on their needs.
- Day Rate → Popular with brand/editorial photographers who shoot larger projects.
No matter which model you use, it should be rooted in your goals and numbers — not just what “sounds fair.”
The Simplest Way to Run Your Numbers
Here’s the part where most photographers get stuck: the math.
How do you translate your monthly income goals, expenses, and number of clients into a realistic package price?
That’s exactly what my free Price Your Services Calculator does. 🧮
Instead of crunching numbers on your own, the calculator helps you:
- Set rates that align with your financial goals.
- Build in your expenses and taxes automatically.
- See what happens if you adjust your number of clients or packages.
👉 Grab the free calculator here and start setting prices that actually make sense for you and your business.
Final Thoughts
Your photography is more than just a service — it’s an art form, an experience, and a business that deserves to thrive. Pricing confidently not only supports you financially but also communicates your value to your clients.
Stop guessing, stop undercharging, and start pricing based on what works for you.
👉 Download the Price Your Services Calculator today and take the guesswork out of pricing.
