Photography Pricing Comparison: Stop Stalking Other Photographers (Do This Instead)

We’ve all been there – late at night, scrolling through competitor websites, trying to figure out if our photography pricing is “right.” The temptation to do a photography pricing comparison is natural – after all, you want to stay competitive. But comparing photography prices without understanding the business behind them is like trying to guess a recipe by looking at the finished dish. Let’s explore why this approach might be hurting your business, and what to do instead.

Let’s talk about why stalking other photographers’ pricing is actually holding you back (and what you should be doing instead).

Why Photography Pricing Comparison Is Dangerous

Here’s what you don’t see when you look at another photographer’s prices:

• Their actual costs of doing business
• Their experience level and skill set
• Their target market and location
• Their annual revenue goals
• Their session workflow and time investment
• Whether they’re actually profitable

Plot twist: Some of those photographers you’re comparing yourself to? They might be just as lost about pricing as you are.

Beyond Price Comparison: Understanding Your Photography Costs

Before you look at another photographer’s pricing page, you need to know:

Your Monthly Costs:

• Studio rent or home office expenses
• Equipment payments and maintenance
• Software subscriptions
• Insurance
• Marketing costs
• Education and training
• Props and supplies
• Childcare during sessions
• Travel expenses

Your Time Investment:

• Client communication
• Session prep
• Shooting time
• Editing hours
• Administrative tasks
• Marketing activities

Setting Goals That Actually Matter

Instead of matching your competition, start with these questions:

1. What annual income do you need to support your life?
2. How many sessions can you realistically handle per month?
3. What’s your ideal work schedule?
4. What type of clients do you want to attract?
5. Where do you want your business to be in a year?

Red Flags Your Pricing Needs Work

Watch out for these warning signs:

• You’re fully booked but can’t pay your bills
• You feel resentful after sessions
• Clients never question your prices (you might be too low)
• You’re attracting the wrong type of clients
• You’re burning out from too many sessions
• You’re constantly offering discounts to book

Setting Photography Prices Without Competitor Comparison

1. Start with Your Living Wage: Calculate what you need to earn monthly after expenses and taxes.
2. Factor in Business Costs: Add up everything it takes to run your business professionally.
3. Consider Your Time: Calculate your true hourly rate including all tasks, not just shooting time.
4. Add Profit Margin: Include room for business growth and unexpected expenses.
5. Set Session Limits: Determine how many clients you can serve well each month.

Steps to Raise Your Prices (Without Panic)

1. Give Advance Notice: Let your email list and social followers know about upcoming changes.
2. Grandfather Existing Clients: Consider special rates for loyal clients who book before the increase.
3. Improve Your Service: Add value to justify higher prices (without adding much time).
4. Update Your Marketing: Ensure your brand matches your new pricing position.
5. Practice Your Confidence: Script responses to pricing questions before they come up.

The Truth About Pricing

Here’s what nobody tells you: There is no “right” price. There’s only what works for YOUR business, YOUR goals, and YOUR market. The photographer charging triple your rates might be struggling, while someone charging less might be more profitable because of their system.

Your Action Plan

1. Stop looking at other photographers’ pricing pages
2. Use a photography pricing calculator (We like sprout studio’s!)
3. Track your time for two weeks (including every email and edit)
4. Calculate your actual costs
5. Set income goals based on your life, not others
6. Create packages that reflect your worth
7. Nail down your sales approach

Speaking of Sales Approach…

Here’s something most photographers miss: your pricing structure and how you sell need to work together seamlessly. Whether you’re:

• Running in-person sales sessions
• Offering all-inclusive digital collections
• Using a hybrid model with online galleries and print options

Your client communication needs to align with your pricing and sales strategy. Having amazing prices won’t help if your emails are sending mixed messages about your value.

That’s exactly why we created our email templates and guides based on different sales styles. Because once you’ve got your pricing figured out, you need the right words to communicate your value, prepare clients for their investment, and guide them through your sales process – whether that’s preparing them for an in-person ordering appointment or helping them understand the value of your all-inclusive collection.

Want help matching your client communication to your sales approach? Check out our email templates and guides designed specifically for your sales style. Because pricing is just the first step – it’s how you communicate about money that seals the deal.

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