Start a photography business by doing these seven things:
- Find your style/niche
- Build a portfolio
- Create a business plan
- Handle the legal basics and get insurance
- Build your brand
- Market your business (aka attract more clients)
- Keep developing your network
Get these things right, and you’ll have a business that’s creative, protected, and built to grow. Below, we’ll walk through how to start a photography business one step at a time, including the legal and insurance steps that are easy to put off (but shouldn’t be).
1. Find Your Artistic Style & Voice
“Photography” is an umbrella term that covers a range of professional opportunities based on different styles and niches. Here are a few examples of photography specialties you could build your business around:
- Milestones and portraits: You love capturing the biggest memories for others, from weddings to family photos, pregnancy shoots, new babies, and more
- Photojournalism: You’re not afraid to go where the news and story take you
- Fine art: You see photographs as art pieces, not just records of a moment, and you want to sell prints, show your work in galleries, or take on commissioned pieces
- Fashion: You can spot the difference between Prada, Fendi, and Gucci on the fly, and being on top of the latest trends is second nature to you
- Landscape: Mountains, skies, and bodies of water inspire you; nature is your happy place
- Food/retail: Capturing the artistry and wares of others in ways that entice people to buy is right up your alley
- Real estate: You have a knack for bringing out the best in for-sale properties and making cozy rooms look spacious
- Commercial: You’re into building your business and helping others build theirs at the same time
Style Spotlight: Photographers Who Owned Their Niche
Many photographers made their mark in the industry by finding and sharing their unique styles with others.
Ansel Adams, a largely self-taught landscape photographer, became famous for his black-and-white images of the High Sierra and the American West.
Vivian Maier spent decades quietly photographing street life in Chicago and New York. Her 100,000+ negatives didn’t surface until 2007, when John Maloof bought a box of them at a Chicago auction. Today, her work hangs in museums worldwide.
2. Build a Portfolio That Tells a Story
Your portfolio is your pitch. It’s often the first thing a potential client sees before deciding whether to book you, so it has to do more than show off your best shots. The strongest portfolios tell a story about the kind of work you do and the kind of clients you want to attract. Here’s how to choose which photos make the cut:
- Build around your ideal client: Choose images that show the kind of work you want to be hired for, whether that’s candid wedding moments, polished headshots, or moody landscapes
- Lead with your strongest shot: Your first image sets the tone, so pick the one that stops people from scrolling
- Take viewers on a journey: Give your portfolio (or each album in it) a beginning, middle, and end. For example, a wedding album might move from getting-ready details to the ceremony to the last dance
Sometimes it’s difficult to judge your own work. If you’re struggling to choose the best photos to represent your work, give your portfolio to a mentor or friend for review. Getting a fresh perspective from someone else can help you distinguish the show-stoppers from the “so-so” pictures.
Headshot photographer Daniel Wakefield had this to say about curating your portfolio.
“A portfolio should communicate how you help people. Specifically, how you help people overcome problems specific to your industry and achieve their dreams and goals. If you do headshots, your work should show how effortlessly you help people feel comfortable in front of the camera and elevate their image to benefit their career. If your portfolio isn’t communicating how you help your specific ideal clients, you should reevaluate and perhaps narrow it down.”
3. Create Your Photography Business Plan
An important part of starting a photography business is creating a roadmap: where it stands now, where you want to take it, and the strategies you’ll use to get there.
Your photography business plan outlines the practical aspects of your business. It should include:
- Your mission statement, values, and vision
- A summary of your services
- Market research
- Realistic goals and strategies to reach them
- Financial details and growth targets
- Marketing plans
- Organizational details, legal paperwork, and any other important information
Pro tip: Your business plan does not need to be permanent — it can adapt and change with you as you learn and grow.
Within your business plan, you’ll also determine the base services and products you plan to offer. For example: wedding photography, family sessions, school portraits, black-and-white photo packages, all-color or filtered photo packages, or similar.
Price your services in a way that makes sense for you, such as a daily, hourly, or per-event rate. For example, $100 – $300 per hour for school portraits. Or $2,000 – $5,000 per day (or event) for weddings, bar mitzvahs, music festivals, or other events.
When offering pricing to clients, don’t forget to account for things like:
- Your travel, food, and/or lodging costs
- Equipment you’ll need to bring or rent
- Props, photo booths, or any extras you need
- Licensing, registration, or any other fees required for specific locations
- Other business overhead costs
Also, lean into strategies that can help you get more photography clients and keep them coming back. Bundled services, package deals, share-with-a-friend offers, and reaching out to past clients as milestones approach can all help keep your book of business full.
4. Take Care of the Legalities & Logistics
Taking care of logistics may not be as exciting as snapping shots, but setting up your business the right way is important. It affects how you manage your finances, comply with tax laws, and make your business more credible to prospective clients.
Choose a Business Structure
Choose the best legal structure for starting your photography business, such as a sole proprietorship or a Limited Liability Company (LLC).
- You’re automatically considered a sole proprietorship if you don’t register as any other business type (most freelancers and independent photographers start out this way). With a sole proprietorship, you’re personally responsible for your business’s debts and obligations.
- LLCs let you create a separate legal identity from yourself and they separate your business from your personal assets, which gives you more protection if someone sues you. However, LLCs are subject to additional state laws and tax obligations.
There are other business structures, but these are the most common. No matter which you choose, consult with a legal or tax pro first to ensure you’ve covered your bases.
Register Your Photography Business
If you create an LLC for your photography business, you’ll likely need a federal business tax ID number, also known as an Employer Identification Number (EIN). If you’re a sole proprietor, you can still get an EIN, but it’s not required.
It’s common for business clients to issue a 1099, so you’ll need to have an EIN and submit a W-9 to get paid. Commercial clients also frequently require you to provide proof of liability insurance coverage and will want you to add them to your policy as an additional insured.
You may need to get a business license through your state as well. Check city, county, and state regulations to verify if you need any official permits or licenses, especially if you run your business from home.
Create Templates for Your Contracts and Agreements
Contracts protect both you and your clients. They set expectations, guidelines, and timelines that you and your clients agree to follow. Most photographer contracts specify details like:
- Parties involved
- Scope, cost, and schedule of services
- List of deliverables
- Editing processes
- Client options for additional services or products
- Deadlines for payments, services, edits, approvals, and deliverables
- Usage rights, copyright, and ownership of film, negatives, raw images, and more
Christopher Todd Griffiths, a portrait photographer, stressed the importance of having a sound contract and a non-refundable retainer instead of a deposit.
“Certain laws make a deposit fee refundable. When someone schedules a photo shoot with me, I very clearly tell them [that] to book me, they have to pay the retainer fee, and until it is paid, they are not on my schedule. Otherwise, the client does not have any responsibility to show up and can cancel last minute.”
Contracts are legal documents, so get your contract reviewed by a lawyer in the field before using it with clients.
Protect Your Business and Reputation
Anyone who works with the public faces liability risks, and those risks start with your very first paid shoot. For photographers, the most common are accidentally damaging a venue, a client getting hurt during a shoot, or a client claiming you didn’t deliver what was promised.
Photography insurance helps cover the cost of claims like these. Most new photographers start with general liability for injuries or property damage you accidentally cause others (like a guest tripping over your power cord). From there, you can add optional coverage like:
- Camera equipment insurance for theft of or damage to your cameras, lenses, and other gear
- Failure to deliver (professional liability) for claims that you made a mistake or couldn’t deliver (like a memory card failure that loses a client’s photos)
Venues and commercial clients often ask for a certificate of insurance (COI), which is proof that you’re covered. They may also ask to be added to your policy as an additional insured. With FFI, you can handle both from your online dashboard at any time.
5. Build Your Brand
Building a strong brand for your new photography business comes down to two things: having a plan and sticking to it. Start with these three pieces.
Pick a name clients will remember. Your photography business name should be memorable and easy to spell so people can find you. Before you commit, check that the website domain and social handles are available. If you’ll operate under a name other than your own legal name, most states require you to register it as a “doing business as” (DBA) name.
Create a logo that fits your style. Your logo works alongside your name to make your brand recognizable. You can design your own on a platform like Canva or hire a designer on a freelance marketplace like Fiverr.
Find your brand voice. The tone and wording you use should feel consistent across your website, social posts, and client emails. Aim for a voice that fits the clients you want to attract. A wedding photographer might sound warm and romantic, while a commercial photographer might sound polished and direct.
Marketing materials and channels to use for promoting your budding business include:
- A website
- Social media profiles
- Business/referral cards
- Email materials (newsletters, client guides, thank yous, referral asks)
- Trade show booth materials or banners
- Flyers or brochures
- Branded packaging
- A press kit
6. Market Your Photography Business & Attract Clients Online
There are many ways to attract and engage clients online to get more bookings. Here are some ways to use these tools to build brand awareness as you develop your photography business.
Make a Website for Bookings & Sales
The right website will make it easier to attract, book, and fulfill client work.
For example, incorporating basic search engine optimization (SEO) will help people find your website when searching for services like yours. It can showcase your work and portfolio, giving clients an idea of what they can expect if they hire you.
Online booking tools and contact forms make it easy for people to book your services, set up a consultation, or get a free quote. These can be embedded into your website and linked to from your social profiles and digital ads.
After a shoot, clients can return to your site and log in to view photos, make selections, and purchase add-ons like canvas prints, and albums. A web-based payment processing solution makes it easy for clients to make deposits and payments.
Not a web designer? No problem. You can use website builders like Wix or a platform like Hostinger to quickly create your site with templates and easy drag-and-drop tools.
Pro tip: Google searches account for most online searches. Claiming your free Google Business Profile, linking it to your website, and adding your business info and examples of your work can help you get seen more often in online search results.
Use Social Media for Brand Awareness & Engagement
Leveraging Instagram, Pinterest and other social media platforms to build an engaged audience gives your business more online visibility and can boost client interactions. Craft a social media plan for these channels to build an engaged audience:
- Instagram: Post your photos and behind-the-scenes videos of your sessions on Instagram with funny captions and relevant hashtags.
- Pinterest: Use this scrapbooking app to post photos that showcase your services, unique skills, techniques, and more.
- TikTok: Create engaging videos that promote your work and services to others.
- Facebook: Create a business page on Facebook with call to action (CTA) buttons, a link to your website, and more.
With all your social profiles, add a link to your portfolio and post pictures from your photoshoots regularly. Keep in mind that you’ll need permission to use your clients’ photos to promote your business. This is something you may be able to include in your contracts to cover your bases.
Place Online Ads
When you’re just starting a photography business, building word-of-mouth and brand awareness can be challenging. One way to kickstart your marketing is to invest in digital advertising.
If you offer regionally based services, Facebook Ads (aka Meta Ad Platform) and Google’s Local Services Ads are a good place to start. You can also advertise on niche-specific apps like The Knot if you’re a wedding photographer, and other directories based on your services.
You can also get free online advertising and brand exposure simply by listing your business in directories like:
- Google (Google Business Profile)
- Yelp
- Behance
- Diversify Photo
- Alreadymade
- Authority Collective
- Wonderful Machine
- Krop
- Flickr – and more
7. Keep Developing Your Network and Referrals
The connections you build with past clients and other pros can bring in referrals, new bookings, and tips to improve your work.
Turn Happy Clients Into Referrals and Reviews
Word of mouth from past clients can become your best marketing tool. Thank clients who send new customers your way with a discount on their next shoot or a small gift. Then ask happy clients to leave a review on Google, Facebook, or Yelp. Online reviews can be the reason a new client picks you over a competitor.
Build Relationships With Other Pros
Venue owners, wedding and event planners, stylists, and other vendors work with plenty of clients who need a photographer. Chat with them at shoots and events. If they like working with you, they may send clients your way.
Other creatives can be great partners, too. Photographers and videographers often team up or refer each other for weddings and events, and working together can sharpen both your skills.
Joining national and local photography associations is another way to meet other photographers through events, conferences, and exhibitions. Many also offer classes and resources to help you keep learning.
What’s Next? How to Grow Your Photography Business to the Next Level
Once you’re booking steady work, here are a few ways to keep growing.
Add new income streams. Teach workshops in person or online, host livestream classes on platforms like YouTube or Twitch, or sell your photos on stock sites like Adobe Stock and Shutterstock, which pay you a royalty each time someone licenses your image.
Fill your slow seasons. Most niches have them. A school photographer might offer family portraits or professional headshots over the summer, while a landscape photographer might lead outdoor photo walks for beginners.
Get help when you’re booked up. When you have more requests than you can handle, hire an assistant, refer overflow to a trusted photographer in your network, or outsource editing and printing. A backup photographer is also a lifesaver if an emergency keeps you from a shoot.
Raise your rates. When demand is high, you may be able to charge more, take fewer jobs, and put more into each one.
FAQs About How to Start a Photography Business
What Do I Need to Start a Photography Business?
To start a photography business, first get your business license (if required in your area) and liability insurance. Invest in quality equipment, create a menu of services, and promote your business using social media, word of mouth, and targeted ads.
Since most new photographers start out as freelancers, freelance photographer insurance is a smart early step. It can help protect you, starting with your very first paid shoot.
How Do I Start a Photography Business as a Beginner?
Start by building your skills and portfolio before you market yourself as a pro. Take a course or assist an established photographer as a second shooter, then offer free or low-cost sessions to friends and family to build your portfolio, collect reviews, and get word-of-mouth referrals going. Once you have work to show, handle the legal basics and start booking paid clients.
How Much Does It Cost to Start a Photography Business?
Starting a photography business can cost anywhere from $1,000 to $10,000+ to cover fees for camera equipment and other gear, website and domain names, photography insurance, advertising, marketing, and more.
Do I Need an LLC to Start a Photography Business?
No. You can work as a sole proprietor immediately, and most photographers start out this way.
The main difference is that an LLC separates your personal and business assets, giving you more protection if your business is sued, while a sole proprietorship does not. Talk to a legal or tax professional to decide which structure fits your situation.
