Whether you’re an established photographer looking to earn an income or a complete beginner ready to explore your creative side, starting a photography business can feel overwhelming, but it doesn’t have to be.
You might be asking yourself: How do I start a photography business with no experience? What kind of photos should I sell? How much should I charge? These are common questions—and you’re not alone in asking them.
In this step-by-step guide, I’ll guide you through the key elements you need to get in place before you even book your first shoot. From identifying your niche to landing your first clients and scaling for long-term success, I’ll walk you through exactly how to start your own photography business.
I’ll also share real-world tips, proven marketing strategies, and recommended tools to help you look professional and build a brand that lasts.
How to Start a Photography Business
Step 1: Assess Where You’re At & Define Your Niche
Before you can officially start your photography business, it’s important to take an honest look at where you currently stand.
Ask yourself: Where am I at as a photographer?
That question may seem vague, but it can reveal a lot when considered from different angles.
- Do you already have a camera and basic gear?
- Do you feel confident shooting in high-pressure situations?
- Do you have images that could form a starting portfolio—or will you need to build one from scratch?
Your answers to these questions will also depend on the type of photography you want to pursue.
If you’re looking to sell stock images or start with personal projects, you may only need a basic setup. But if your goal is to build a full-time wedding photography business, you’ll likely need multiple camera bodies, professional f/2.8 lenses, lighting gear, backups, and more.
At this stage, it helps to think about your interests and the type of photography that excites you most.
- Do you love working with families to capture memories? Portrait photography might be the perfect fit.
- Do you enjoy storytelling and documenting events? Wedding photography could be your niche.
- Are you outdoorsy with a strong artistic eye? Landscape photography might be your calling.
- Or maybe you’re drawn to product photography, sports, real estate, or brand photography?
Even within those categories, you’ll want to get more specific. Is your brand fun and casual, or dramatic and editorial? Do you want to work with laid-back clients or high-end luxury brands? The more specific you can be, the easier it will be to attract the right audience.
But photography skills alone aren’t enough. Running a photography business also means managing customer service, learning marketing basics, and wearing multiple hats—especially in the beginning. If you already have experience in sales, design, or managing client relationships, that can give you a serious advantage.
And don’t forget your “special sauce.” Maybe you live in an underserved market with little competition. Maybe you live in an entertainment hub where budget-friendly headshot photographers are in high demand. Maybe you have a connection to a local wedding venue, a popular influencer, or another business owner. Identifying and leveraging any unique relationships or resources can help you book those first few clients faster.
Pro Tip
Starting with no experience? Schedule mock sessions with friends or family to get comfortable behind the camera, find your style, and build your portfolio. These sessions are great for practicing your workflow and gaining confidence without pressure.
Step 2: Create a Business Plan
Every successful business starts with a plan, and your photography business is no exception. A well-thought-out business plan will help you define your goals, identify your strengths and weaknesses, and stay focused as you grow.
Start by answering these foundational questions:
- What type of photography services will you offer?
- Who is your ideal client?
- Will you shoot on-location, in a studio, or both?
- What packages or pricing will you offer?
- How will clients find and contact you?
- What are your income goals and monthly business expenses?
While your plan doesn’t need to be overly complex, it should help you map out where you’re headed and how you plan to get there. Writing things down gives you a target to aim for and makes it easier to track your progress over time.
This is also the perfect time to set some SMART goals—specific, measurable, achievable, realistic, and timely. For example, instead of saying “I want to improve my online presence,” aim for something like: “Launch my photography website with a portfolio, about page, and pricing page by the end of the month.”
Your short-term goals (the first few weeks to a month) may be focused more on the business side of things:
- Register your business name
- Secure your domain and set up your website
- Open a business bank account
- Set up basic accounting or bookkeeping tools
- Write a contract template
These early tasks may not be glamorous, but they form the foundation your business will stand on. Knock them out early and you’ll be more confident when clients start coming in.
For your longer-term goals (over the first few months or year), focus on visibility and systems that support growth:
- Finalize your branding and pricing structure
- Start your marketing efforts (blogging, networking, SEO, etc.)
- Build relationships with local vendors or venues
- Collect testimonials and refine your client workflow
You can (and should) update your goals as you go. The point is to have a roadmap, even if the route changes over time. Starting with a clear plan sets you up for long-term success and helps prevent burnout from chasing everything at once.
Step 3: Make Your Business Official
Now that you’ve mapped out your goals and services, it’s time to make your photography business legal and official. Taking care of these foundational steps early will save you time, stress, and money down the road—and show potential clients that you’re a professional they can trust.
Here are the essentials to tackle:
- Choose a business name: This isn’t just a formality—it’s a branding decision. Choose something memorable, relevant to your niche, and ideally available as a domain name and on social platforms. Use tools like Namecheck.com to make sure your chosen name is available everywhere.
- Register your business: Depending on your location, you may need to register your business with your state or local government. Common options include Sole Proprietorship (easiest), LLC (offers liability protection), or other business entities. Check with your local small business office or chamber of commerce for guidance.
- Get an EIN (Employer Identification Number): Even if you’re a sole proprietor, an EIN from the IRS can make banking and tax filing easier, and it’s free to apply online.
- Open a business bank account: Keeping business finances separate from personal ones is crucial. A dedicated business bank account makes taxes, budgeting, and professionalism much easier to manage.
- Buy insurance: Liability insurance protects you in case something goes wrong on a shoot. If you have expensive gear, look into equipment insurance as well. It’s better to be covered before you ever need it.
- Track your finances: Whether you use a spreadsheet, QuickBooks, or another tool, start tracking income and expenses right away. Clean bookkeeping makes tax season less painful and helps you gauge profitability.
Don’t wait until you’re booking regular clients to handle these steps. Taking care of them early shows that you take your business seriously, and it’ll make it much easier to scale smoothly as you grow.
Pro Tip
Once you’ve handled the legal and financial setup, consider printing a few marketing materials to have on hand. Business cards might feel old-school, but they’re still effective, especially when networking locally or handing one to a curious onlooker during a shoot.
Step 4: Build Your Portfolio and Online Presence
Your portfolio is one of the most powerful tools you have when it comes to booking photography clients. And if you’re starting your photography business with no experience, don’t panic—you can still create a standout portfolio from day one.
Start by organizing personal projects, styled shoots, or test sessions. If you’re focused on portrait photography, offer free or discounted sessions to friends and family. Not only will this give you solid images to show, but it also lets you practice your workflow from shooting and client communication to editing. Just make sure to get written permission to use those photos in your portfolio.
Another option is to collaborate with local models, makeup artists, or stylists in a time-for-photos (TFP) arrangement. This works well for headshots, fashion, and branding work—giving everyone involved something valuable for their portfolios. Be sure to have a contract in place that outlines usage rights and expectations.
If you’re leaning toward architecture, real estate, or product photography, you can get started by photographing what’s around you. Local buildings, mock setups at home, or items you already own can help you create a compelling sample gallery. Just be mindful of copyright or property access issues when photographing commercial spaces.
Once you’ve curated your best work, it’s time to share it online. A clean, fast website with an easy-to-navigate layout is essential. Don’t worry if you’re not a web designer—Imagely makes it easy to build a professional-looking photography website using WordPress.
Our tools are built specifically for photographers and include:
- Beautiful, responsive image galleries and portfolio categories
- Lightroom sync to streamline your workflow
- Organized client proofing galleries
- Built-in eCommerce to sell prints or digital downloads
- And more!
Pro Tip
Show what you want to sell. If you plan to offer wall art or albums, don’t just display digital images—use mockups to showcase your work in physical spaces. Tools like Photoshop, Canva, or online mockup generators can help you simulate in-home displays even if you haven’t sold your first print yet.
Even a simple site with an about page, service descriptions, contact form, and a few strong galleries is enough to build trust and start converting visitors into clients.
And always remember: quality beats quantity. A strong, curated selection of 10 great images is more effective than 100 mediocre ones. As your skills grow, your portfolio will too.
Learn How to Create a Professional Photography Website
Ready to build your site? Our step-by-step tutorial will walk you through how to create a beautiful, client-ready photography website using Imagely—no coding required.
Step 5: Market Your Business
Getting your first few clients can feel like the hardest part of starting a photography business—but it gets easier with practice and the right strategy. Marketing doesn’t have to feel salesy or awkward. At first, think of it as simply letting people know what you’re doing and how you can help.
Start by reaching out to your personal network. Let friends, family, and former colleagues know you’re offering photography services. Share some sample work and ask if they know anyone looking for a photographer. This kind of word-of-mouth referral is often the fastest way to land your first paid gigs.
Next, focus on building visibility both online and in your community. Here are some effective ways to market your new photography business:
- Search engine optimization (SEO): Optimize your website content and image titles with relevant keywords like “portrait photographer in [your city]” to help people find you on Google.
- Start a blog: Write helpful content around photography tips, client experience, or behind-the-scenes posts. Creating a photography blog boosts your SEO and builds trust.
- Network locally: Attend vendor events, wedding expos, or community meetups. If you’re in wedding photography, bridal shows are a great way to connect directly with potential clients.
- Join Facebook groups and local communities: Look for neighborhood groups, event pages, or online classifieds where people post about needing a photographer.
- Ask for reviews and testimonials: A few positive quotes from happy clients go a long way in building trust with new leads.
- Collect and showcase social proof: Share client feedback, behind-the-scenes content, and finished galleries on social media platforms like Instagram, Pinterest, or even YouTube.
- Run limited promotions or giveaways: Offering a free mini session or discount to first-time clients can help you build momentum and collect testimonials quickly.
Expert Tip:
A trap we can fall into when we’re busy is to lose touch with old clients. But old clients are often our best source of business, through repeat business, referrals, or testimonials that can convince others. One simple way to do that is to email a past client who you loved working with and ask them about a specific time that they have used or loved their images since you delivered them.
Why? Well, one hesitation potential clients have about hiring you is whether it will be worth the expense. Once the images are in hand, most people see how it was well worth the money to have this great product. But beforehand, they aren’t experiencing that “worth-it” emotion. They’re just experiencing the price tag. Bummer. However, if you can tell them relatable, real-life stories about how clients have loved and used the images (from quiet unexpected moments to big changes), it pushes them to re-focus on the value more than the cost.
So why not take a minute to email some of your favorite past clients? You might try writing something like this:
Hey [Client Name]!
I was just thinking about you. How are you? How is [Jack / Jill / your sweet puppy?]I was wondering whether you might answer a quick question from me. It’s been [amount of time] since we worked together and I’d love to know: Have there been any moments in particular that you were glad you had these images?
Might sound like a random question, but I have found that while photographs are fun right away, they have the added bonus of catching us off guard later. We might find them unexpectedly valuable, or that they have recorded something we might have otherwise forgotten. I’m just curious whether this has happened for you – whether there has been an instance when you were surprised by how much you were glad you have them now.
Any answer would be helpful!
Thanks!
[Your Name]
You might be surprised by the moments they have experienced. It’s a great question to ask! Once they reply, you might email back something like “Hey – this is a beautiful story!”… “I wonder if you might allow me to share it on my blog/website/Facebook page?”
The content of their reply is absolute gold on a blog or website. It one-ups a regular old testimonial because the client isn’t just singing the usual praises, they are telling a potential client “hey – you’re not going to regret this, and you probably don’t even realize how much you’re going to love these images.” It gives potential clients a concrete reason to move ahead.
Jenika McDavitt
Author and founder of Psychology for Photographers
Photographer and Yale graduate in behavioral neuroscience and psychology
If you’re comfortable with it, consider testing small ad campaigns on Facebook, Instagram, or Google. Start with a modest budget and track performance. Paid ads can be effective, but they work best once your website and messaging are polished.
And if you’re already an experienced photographer, consider other revenue streams like offering print sales through your website, shooting outside your niche to fill in slow seasons, or selling your images on stock photo sites.
Pro Tip
The goal of marketing isn’t to get everyone to hire you—it’s to get the right people to notice and connect with your work. Stay authentic, consistent, and helpful in your content, and the right clients will come.
Step 6: Deliver an Outstanding Client Experience
Taking great photos is only half the job. The other half? Making sure your clients feel supported, heard, and excited to work with you—from the first inquiry to the final delivery.
Exceptional customer service is one of the fastest ways to stand out from other photographers in your area. In fact, going above and beyond can turn a one-time client into a lifelong supporter who sends referrals your way for years.
Here’s how to provide an experience that keeps clients coming back:
- Respond quickly and kindly. Whether it’s a new inquiry or a current client question, timely and professional communication sets the tone.
- Set clear expectations. Be upfront about pricing, what’s included, and your turnaround times. The more transparent you are, the more confident clients will feel.
- Guide the process. Many clients are nervous or new to being photographed. Help them relax with tips on how to prepare, what to wear, and what to expect.
- Deliver on time or early. Reliability builds trust. If anything delays delivery, keep your client updated and informed.
- Follow up afterward. A thank-you message, sneak peek, or follow-up email shows you care about the full experience—not just the transaction.
Mistakes may happen, especially in the early days. If something goes wrong, prioritize making it right. Your reputation depends less on avoiding problems and more on how you respond to them. If a client isn’t happy with a session, offer a short reshoot. If they don’t like the edits, offer a collaborative editing session to ensure they feel heard. That kind of intentional service leaves an impression that marketing dollars can’t buy—it’s how you get customers that stick around for life and bring in new business.
Pro Tip
Ask yourself, “What would make this experience memorable in a positive way?” Then do it. Whether it’s a handwritten note, a small freebie, or thoughtful presentation of a gallery, small touches go a long way. The more you treat your business like a high-end service, the more value clients will see in working with you.
Step 7: Stay Productive Without Burning Out
Running a photography business is exciting, but it can also be exhausting if you don’t set up systems to support yourself. Whether you’re juggling sessions, editing marathons, or client communications, it’s easy to fall into the trap of overbooking or trying to do it all.
Here are some practical ways to stay productive without burning out:
- Use Lightroom presets and batch editing. Streamline your editing workflow so you spend less time on repetitive tasks.
- Create email templates. Save time on client communication by having pre-written responses ready for FAQs like pricing, booking, or delivery timelines.
- Block your time. Set aside specific windows each week for marketing, editing, client delivery, and admin. This helps you stay focused and avoid multitasking burnout.
- Use client management tools. There are tons of platforms and tools to help you automate bookings, invoice clients, and keep track of spending receipts. With Imagely, you can also streamline the proofing process, collect payments, deliver digital images, and automate print fulfillment all from your website.
- Set clear office hours. Boundaries are key. Let clients know when you’re available—and stick to it.
But staying productive isn’t just about hustling harder. It’s about working smarter, especially during slower seasons or when life throws curveballs—like illness, travel, or family obligations. Here are a few low-energy, high-impact activities you can do when you’re stuck in bed or just need a slower pace:
- Brainstorm blog topics and create a content calendar. Use a tool like Editorial Calendar, Asana, or Notion to plan ahead.
- Schedule social posts. Tools like Buffer, Later, or CoSchedule make it easy to stay visible even when you’re offline.
- Research new tools. Look for photo editing apps, mockup generators, or time-saving plugins to support your growth.
- Watch educational content. Use downtime to level up your skills on platforms like YouTube or Skillshare.
- Organize client education resources. Create Pinterest boards or PDFs with style tips, wardrobe guidance, or posing inspiration you can send to future clients.
Pro Tip
Productivity doesn’t always look like doing more. Sometimes, it’s creating better systems, stepping back to plan, or giving yourself permission to rest. Your future self and your business will thank you.
Step 8: Plan for Growth
Once you’ve found your rhythm and booked your first few clients, it’s time to shift your focus toward the bigger picture: sustainable growth. This is when you start moving from “getting started” mode into building a long-term, profitable business.
Begin by setting clear, measurable goals. These might include:
- Book 10 new clients in the next 3 months
- Earn your first $1,000 in revenue
- Receive your first client referral
- Launch a new service offering like albums or prints
These milestones not only help motivate you but also give your business direction. As your own boss, no one else will set your goals for you, so make sure you’re setting targets that push you forward without overwhelming you.
Continue tracking your income and expenses to understand your profit margins and when it might be time to raise your rates. Many photographers start off undercharging and burn out quickly—don’t be afraid to charge what you’re worth as your experience grows.
Here are some strategic ways to grow your photography business:
- Launch seasonal mini sessions to increase volume in a short period.
- Partner with local businesses like florists, event planners, or hair and makeup artists for referrals and bundled promotions.
- Sell prints and products through your website using Imagely’s automated print fulfillment.
- Build and grow your email list to promote seasonal offers, new services, or special discounts.
- Outsource and automate: as your workload increases, consider hiring a virtual assistant or outsourcing editing to free up time.
- Expand your services: Add associate shooters, offer videography, or branch into education (e.g., beginner photography workshops).
Above all, remember that success in photography is a long game. It’s okay to evolve and shift your niche or service offerings as you go. The key is to stay curious, keep learning, and build systems that support both your creativity and your business.
FAQ: How Do I Start a Photography Business?
How do I start my own photography business with no experience?
To start a photography business with no experience, begin by practicing with friends or family and building a small portfolio. Offer a few discounted or free sessions to get testimonials and build confidence. Learn your camera, editing software, and how to deliver a great client experience. Starting small lets you gain skills while growing your brand organically.
Do I need a business license to start a photography business?
You don’t always need to register a formal business entity to start. Many photographers begin as sole proprietors, especially when just starting out. However, you may still need a local business license, sales tax ID, or DBA depending on your location. Always check with your city or county government to understand what’s required.
How much does it cost to start a photography business?
Starting a photography business can cost anywhere from a few hundred to several thousand dollars, depending on your gear and services. Many beginners start lean by using existing equipment, building a simple website, and offering sessions locally while reinvesting profits over time.
Do I need a degree to become a professional photographer?
No, you don’t need a degree to become a photographer. Many successful photographers are self-taught or learned through online courses, mentorship, and hands-on experience. What matters most is your portfolio, consistency, and ability to work with clients.
What type of photography business is the most profitable?
Wedding photography is often the most profitable due to higher package prices and demand. However, portrait photography, commercial work, and brand photography can also be highly profitable depending on your niche, pricing, and market.
Should I open a business bank account for photography?
Yes. Opening a business bank account helps keep your personal and business finances separate, making it easier to track income, manage expenses, and prepare for taxes. It also adds professionalism to your business.
How do beginner photographers get clients?
Beginner photographers can get clients by starting with their personal network, offering introductory pricing, and showcasing their work on social media and a professional website. Local SEO, word-of-mouth referrals, and vendor partnerships also help attract new clients.
What is a fair price for a beginner photographer?
A fair price for a beginner photographer typically ranges from $50 to $150 per hour or $100 to $300 per session, depending on location, services, and deliverables. Be sure to account for editing time, equipment use, and business expenses when setting your rates.
What is the 20-60-20 rule in photography?
The 20-60-20 rule is a shooting strategy from National Geographic photographer Paul Nicklen that guides how to divide your time during a photo session. Spend the first 20% capturing safe, client-pleasing shots. Use the next 60% to explore variations and push your creativity. In the final 20%, go bold and try for something truly unique—a “once-in-a-lifetime” shot that could become a portfolio standout.
You’ve Got This!
Starting your own photography business can feel like a huge undertaking, but it’s also one of the most exciting and rewarding journeys you’ll ever take. Yes, there will be challenges along the way, but many of the hard parts, like legal setup, pricing, and systems, only need to be done once. Once you’re up and running, you’ll be able to spend more time doing what you love: creating incredible images and building meaningful relationships with your clients.
The key is to stay consistent, stay curious, and keep taking the next right step. Whether you’re just booking your first few clients or planning to grow into a full-time brand, your effort will pay off.
And remember, you don’t have to do it all alone. Imagely is here to support you every step of the way. From beautiful WordPress photography themes to Lightroom integration and automated print fulfillment, we help your business look professional and scale with confidence.
Don’t have Imagely yet? Get started today!
If you liked this article, be sure to check out:
- How to Create a Photography Website: Ultimate Beginner’s Guide
- Photography Website Design: Expert Tips to Stand Out Online
- The Best Photography Websites for Design Inspiration
- 10 Website Design Mistakes Photographers Make + How to Avoid Them
For more photography tips and WordPress tutorials, check out our blog.
