Photography pricing: how to charge your worth as a photographer

Pricing your photography services can feel like a balancing act. Too high, and you risk losing clients, too low, and you quickly become unprofitable. Getting it right means more than just picking a number, it’s about understanding your costs, market, and value.

We asked Bryan Rupp, branding and lifestyle photographer, educator, and Pixieset user to share his insights into this challenging topic. In this interview, Bryan is cutting through the noise and focuses on the essentials: how to charge what you’re worth as a photographer, what key factors to consider, and how to confidently communicate your photography pricing to clients. Whether you’re just starting out or looking to grow your business, this conversation gives you insights on how to approach pricing as a photographer.

Do you think photographers should post their pricing on their website? Why or why not?

For the vast majority of photographers I do not think they should post their pricing on their websites. If you’re receiving so many leads that you can’t keep up with them, you may need to use price as a filter. In that situation, I think it makes sense to post your pricing on your website. Otherwise, I believe it’s incredibly valuable to have a conversation with someone first. This allows you to serve them and show your value before discussing price.

I also think if you don’t have your pricing on your website it may turn some budget shoppers away which is just fine by me.

What are the main mistakes beginner photographers make when it comes to pricing?

They charge too little for their time, they think making $100 for an hour long shoot is awesome and that they’re making $100 per hour. In reality, between editing, gear prep, travel and pre and post production, an hour long photoshoot actually takes 5-10 hours. It’s very important to take into account all of the time that goes into a photoshoot and to know how much you have to make per hour to stay in business.

Another big mistake is thinking with their own wallet. Just because you can’t imagine paying that much for photography doesn’t mean that someone else won’t do it.

What are 3-4 pieces of pricing-related tips you have for beginner photographers?

1. Keep your pricing simple and transparent — don’t ever have more than three packages and don’t ever surprise your clients with unexpected costs.
2. Price yourself sustainably — you have a limited amount of time available, and you need to make a wage that makes it possible for you to stay and grow in business.
3. Pay attention to your energy around pricing — make sure you always choose an amount that feels worthwhile to you energetically. If you’re not excited about doing the work for that price then don’t do it.
4. Know that you can always change your pricing — you’re never going to get it perfect right from the beginning. Just keep observing and adapting things as your business grows.

How do you calculate your cost of doing business and factor that into your pricing? If there’s a specific method or formula you use, we’d love to hear it.

I figure out how many hours I want to work each year and I divide how much money I need to make by the number of hours I want to work and that gives me an hourly wage that I have to make at a minimum to stay in business. I make sure that I charge this rate for every hour on a photoshoot at a minimum and ideally charge well beyond that rate.

I also make sure to include how much I need to pay in taxes (20-30%) and all of my other expenses in the amount of money I need to make.

How often do you review and adjust your pricing? What prompts you to make a change?

Early in my career I raised prices for every five photoshoots that I booked, so it was quite frequently. At this point in my career I review and adjust my pricing annually. I realize from being in business for the last 18 years that prices are constantly raising on everything, so it's important to make steady increases to keep up with the economy.

The other thing I watch is my own energy around my pricing. If taking on projects is starting to feel like a drag, I know I need to increase my rates to make them feel worthwhile. I would suggest the same to other photographers. Think ahead of where you are right now, understand that as you get busier and busier, you will need to demand higher prices in order to maintain your quality of lifestyle and quality of work. A burnt out photographer is no good to anyone.

How do you help clients understand the value they’re really getting when they book you?

I get them on a phone call or ZOOM call as soon as possible and I basically start walking them through the planning process on that first discovery call. This way they get a taste of working together with me, they can see that I have a vision and what it’ll be like to work with me.

How do you handle price negotiations or discount requests?

To remove value from a package I'm mainly looking to remove the amount of time I'm spending on the project in a way that correlates with the negotiated price we're talking about. This could be time, deliverables, higher level editing, locations, etc.

It’s uncommon for clients to try to negotiate prices with me. However, when it does happen, maintaining the relationship isn’t difficult. They’re usually asking for a favor to work with me, and more often than not, they agree to the terms I propose during the negotiation.

What advice would you give to photographers who are afraid of raising their rates?

Keep in mind that everything is constantly getting more expensive, you really need to raise rates at least once a year just to keep up with the economy and this is true now more than ever.

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Building a sustainable photography pricing strategy is key to running your business. Bryan reminds us that this is more than just numbers, it’s about valuing your time, understanding your costs, and communicating your worth to clients. With the insights shared above you can review your own pricing system, so it supports your business and aligns with your goals. Ultimately, pricing is a journey, and with the right approach, it becomes a powerful tool for growth and success.

Want to learn more about this topic? Check these articles:

• 6 ways to get paid as a photographer through Pixieset
• 25 marketing ideas for photographers to try in 2025
• 8 reasons why every photographer needs the Studio Manager mobile app
• 25 ways to enhance your client experience through Pixieset