Starting a Photography Business: A Step-by-Step Guide (Copy)
Whether you picked up a camera with the dream of running your own business or started snapping photos just for fun—only to have friends and family start offering to pay you (this was me!), the idea of turning photography into a full-fledged business has probably crossed your mind.
A photography business can be incredibly exciting and rewarding, but it also takes commitment and intentional planning. After more than 10 years of running my own photography business, I’ve experienced all the highs and lows. And with many small businesses not making it past their first year, building strong foundations and having a clear vision from the start will set you up for long-term success.
Step 1: Define Your Photography Niche
Your niche is the specific type of photography you want to be known for—weddings, branding, portraits, events, or something totally unique to you. And yes, it matters. A business that tries to serve everyone often ends up attracting no one.
If you’re still figuring out what lights you up, my advice? Set a deadline. Give yourself 3–6 months to explore different types of photography. Try different styles, take on a variety of shoots, and pay attention to what brings you joy. After that? Choose a direction and commit—at least in your online presence and marketing.
One of the best ways to gain clarity is to learn from others. Reach out to photographers in different niches and ask if you can assist or shadow them at shoots. Ask them about the realities of their niche—the pros, cons, and everything in between.
Pro Tip: Don’t pick a niche just because it seems profitable. Any niche can be profitable with the right strategy. Focus on the kind of work you genuinely enjoy showing up for.
Step 2: Set Up Your Photography Business Legally
Disclaimer: This isn’t legal advice—but I know this part can feel intimidating, and it doesn’t have to be!
Here’s a simplified checklist to get you started:
Register your business. I operate as an LLC, but do your research to find what’s best for you and your state.
Get an EIN (Employer Identification Number). It’s like a Social Security number for your business and can be set up quickly through the IRS website.
Open a separate bank account for your business. It doesn’t have to be a fancy business account—but keep your business finances separate from your personal ones.
Get a contract in place. Do not take on paid client work without a clear agreement. Online contract shops sell photographer-specific templates designed to protect both you and your clients.
I get that this part isn’t glamorous, but it’s essential. With a solid contract and business registration, you can get up and running legally for around $500.
Step 3: Build Your Portfolio & Online Presence
Once you’ve chosen a niche, it’s time to build a portfolio that reflects it. Whether it’s through styled shoots, personal projects, or collaborations, create work that will attract your ideal clients. The golden rule? Only showcase the kind of work you actually want to be hired for.
Next up: your website. You don’t need anything fancy to start—just a clean, user-friendly space to showcase your work. Platforms like Showit and Tonic Site Shop are popular, but I’ve personally used Squarespace for years and love how simple and effective it’s been.
What your website should include:
A clear contact page so potential clients know exactly how to reach you.
An About page—which (ironically) is less about you, and more about how you can serve your client’s needs.
Compelling copy that speaks directly to your dream client.
SEO basics to help your site show up in search engines.
Your website is often the first impression a client will have of you—make it count!
Step 4: Pricing Your Offers & Creating Service Packages
Pricing can feel like a mystery when you’re just starting out. My first (maybe surprising) tip? Track your time. Estimate how long each part of your workflow takes, then track your actual time spent. Tools like Toggl (I use their free plan!) are perfect for this. Real data helps you price based on profitability, not emotions.
When building your packages, keep it simple:
Start with no more than three options
Your first package = your entry-level, lowest investment offer to help clients get a feel for working with you.
Your second package = your “bread and butter” go-to offer.
Your third = your luxury/high-touch experience, all the bells and whistles included.
Remember: your photography rate isn’t all profit. You need to factor in taxes, overhead, job-specific costs, and what you want to pay yourself. For example, if I charge $400 for a session, I might allocate it like this:
$120 for taxes + $30 for job-related costs + [insert overhead estimate here] - $400 = my take-home pay
If numbers make your brain hurt like they do mine, I highly recommend Shanna Skidmore’s course, The Blueprint Model. It took the overwhelm out of budget, pricing and spreadsheets and gave me the confidence to price my work sustainably.
Step 5: Streamline Client Experience & Operations
If you want to scale and grow your business, having solid systems in place is essential. A seamless client experience isn’t just a perk for your clients—it’s a game-changer for you, too. A well-structured workflow not only ensures every client receives a consistent, professional experience, but it also saves you time and minimizes overwhelm.
Here are a few key workflows to build out:
Booking, Invoicing & Communication:
A good CRM (I love Dubsado!) is the foundation of a smooth onboarding process. I manage contracts, invoices, and email templates all in one place. With automated workflows, the entire process—from inquiry to booked—can happen in just one step.Client Experience Workflow:
Welcome guides, questionnaires, automated payment reminders… all of these touchpoints help create an experience clients will rave about. It’s the thoughtful details that elevate your brand and leave a lasting impression.Offboarding Process:
After the gallery delivery, it’s easy to let things fade out with a quick “okay, bye!” But having a clear offboarding process brings closure to the project—for both you and your client. It’s a great way to wrap things up professionally, leave the door open for referrals or future work, and thank them for trusting you.
Bonus Tips:
Automate Where You Can
Automation is your best friend. Set up canned email responses, schedule invoices, send reminders—anything you find yourself doing more than once can probably be automated. Less busywork = more time for creativity and growth.
Organize Your Projects
For task and project management, I rely on Asana. It helps me stay on top of deadlines, track client projects, and manage day-to-day operations. Staying organized behind the scenes makes everything else run smoother—and lets you focus on what you do best: capturing beautiful images.
Stick to What Works
A great system doesn’t need to be complicated. In fact, simple is best. The tools I use on repeat: Dubsado, iCal/Google Calendar, Google Suite, Zoom, and the good ol’ Reminders + Notes app for lightweight project tracking.
Step 6: Marketing Your Photography Business & Building a Brand
You don’t need to be everywhere—just choose a few marketing strategies and do them really well. A strong, consistent presence in the right places will attract and convert the kinds of clients you actually want to work with.
First, remember: your brand is more than just a logo. It’s the full experience you create—from the emotions your images evoke to the tone of your captions to the way you make clients feel throughout the entire process. Consistency in your visuals, messaging, and voice builds trust, connection, and recognition over time.
Your marketing strategies should reflect where your ideal client spends their time or goes to find inspiration. Here’s a breakdown of popular platforms and how they can support your growth:
Instagram
Best for: Visual storytelling, connecting with your audience, and building trust
Instagram is still a major player for photographers because it’s so visual. Think of it as your highlight reel—a place to show off recent work, behind-the-scenes moments, and client testimonials. Use stories and reels to build connection and give followers a peek into your process.TikTok
Best for: Reaching new audiences, going viral, showing personality
TikTok favors authentic, engaging, and creative content—less curated, more real. It's a great place to educate, entertain, or inspire potential clients. Think: photography tips, before/afters, “a day in the life,” or even lighthearted takes on the client experience.
Pro Tip: You don’t need to dance or go viral—just be consistent and have fun with it.Pinterest
Best for: Website traffic, evergreen content, and niche searches
Pinterest acts more like a search engine than a social platform. It’s especially powerful for photographers in the wedding, branding, or lifestyle space—any niche where people are actively planning and gathering inspiration. Pin your blog posts, galleries, and guides to drive long-term traffic back to your website.
Pro Tip: Use keywords in your pin descriptions and titles—Pinterest SEO is real!LinkedIn
Best for: Brand photographers, corporate clients, and B2B marketing
If you photograph personal brands, professionals, or offer headshot/branding sessions, LinkedIn is a goldmine. It’s less crowded for photographers and full of business owners who understand the value of great visuals.
Pro Tip: Share your process, client transformations, or how strong brand photos help professionals stand out.SEO & Blogging
Best for: Long-term visibility, organic leads, and building authority
Search Engine Optimization (SEO) helps your website rank on Google so clients can find you without social media. Blog posts are a fantastic way to show up in search results—think FAQs, session recaps, location guides, or tips for preparing for a photoshoot.
Pro Tip: Use keywords your dream client might be Googling like “Minneapolis brand photographer” or “what to wear for a branding shoot.”Personal Referrals & Reviews
Best for: Trust-building and repeat business
Nothing beats word-of-mouth marketing. Happy clients are your best marketers—so encourage reviews, referrals, and shares. Ask past clients to leave a Google or Facebook review and make it easy for them by sending a direct link.
Step 7: Invest in the Right Tools (Without Going Overboard)
When it comes to growing your photography business, the tools and resources you invest in can make a huge difference—but only if you choose wisely. I’ve been there… spending too much time and money on courses and gear that didn’t actually move the needle. If I could go back, I’d focus on the essentials: the tools and trainings that make life easier, improve client experience, and save me time.
Here’s what I’d recommend for anyone starting out or leveling up:
1. Lightroom
An absolute must-have for editing. Lightroom allows you to organize, batch edit, and fine-tune your images to create a consistent, polished style. Once you dial in your go-to editing flow, it becomes a major time-saver in your post-processing workflow.
2. Photo Mechanic
When it comes to culling, this tool is a game-changer. I’ve used Photo Mechanic for years—it’s lightning fast and makes reviewing/selecting your best images so much more efficient. Especially helpful after large shoots or weddings when you’ve got hundreds (or thousands) of images to sort through.
3. Editing Presets & Outsourcing
Editing presets can help you maintain a cohesive aesthetic across galleries. I use Refined Presets to get that soft, film-inspired look I love. When I’m swamped or need to save time, I also outsource editing—especially for larger projects. It’s one of the best decisions I made to avoid burnout and stay focused on what I love.
4. Photography Tools & Must-Haves
I’m a big fan of keeping things minimal, but there are a few items I always have in my kit:
(Insert your Amazon affiliate link here or list top tools: memory card case, lens cloths, portable hard drive, battery organizer, etc.)
These little tools make a big difference during shoots and in post-production—streamlining your workflow and keeping everything running smoothly.
5. Camera Gear
I’m not a gear junkie. I believe in getting to know your tools inside and out—and only upgrading when it truly makes sense. The pieces I’ve used for years still serve me well:
Canon 5D camera body
50mm f/1.2 lens – my go-to for portraits
35mm lens – perfect for wider shots and storytelling
Flash – for tricky lighting or events
Various film cameras – when I want to play or add a unique touch
You don’t need every tool or course on the market. Be intentional with your investments. Choose tools that make your workflow easier, support your client experience, and help you show up more confidently in your business.
Conclusion
Starting a photography business is an exciting (and sometimes overwhelming!) adventure. It takes more than a good eye and a camera—you need solid systems, streamlined workflows, and a clear brand to truly stand out. But the good news? You don’t have to do it all at once.
If you’re feeling ready to level up but stuck in the day-to-day hustle, that’s where I come in. I offer fractional COO services designed specifically for photographers—helping you create a smooth, professional client experience, simplify your backend systems, and build a business that’s set up for sustainable growth.
Whether you're in the early stages or looking to refine what you’ve already built, I’ll help you get organized, feel confident in your processes, and free up your time to do more of what you love: capturing beautiful images.
