How to Start Your Own Photography Business (Steps and Tips)

Hey Friend!

You’re a photographer. You’re passionate. You’ve got the fire that keeps you up late editing that one perfect shot. You’re already an artist!

But here’s where it gets complicated: That thing you love to do now has the responsibility of making you money.

It means moving from “fun hobby” to “actual business” with boring tasks like sales outreach and contracts. I get it.

I’m Kyra, and after 8 years of being a slightly impulsive entrepreneur (hey, it works for me!), I’ve learned that building a photography business isn’t about perfectly checking off a list.

It’s about combining your passion with a smart hustle.

Ready to turn your portfolio into a paycheck? Let’s go.

First, let’s go over the types of photography businesses that exist and how the photography industry works.

If you already know what type of photography you’ll be doing, you can skip this section and jump right into Part I: Strategy and Focus!

Types of Photography Businesses

Photography businesses can vary widely based on the services offered and the target clients. Some popular niches include:

Wedding Photography: Capturing special moments during weddings. High demand but highly competitive.

Portrait Photography: Taking individual, family, or group portraits. This can be done in studios or on-location.

Real Estate Photography: Showcasing properties for real estate listings. Requires specialized knowledge of lighting and angles.

Travel Photography: Photographing places and cultures. Often involves freelance work for travel magazines or websites.

Food Photography: Specializing in taking photos of food for restaurants, cookbooks, or advertising.

Commercial Photography: Photographing products, B-2-B, or buildings for commercial purposes. Can be diverse and requires an understanding of commercial projects.

There’s also:

• Sports Photography
• School Photography
• Event Photography
• Brand Photography
• Concert Photography
• Wildlife Photography
• Headshot Photography
• Landscape Photography
• Fashion and Editorial Photography
• Maternity and Newborn Photography

Each type has different needs, clients, and competition. Choose one that aligns with your skills and interests, as well as your income goals!

Joining Facebook groups, local networking events, or online communities like Reddit’s r/photography can connect you with other photographers who share real-life advice and experience.

So now that you have a general idea of what type of photography you’ll be shooting, let’s get more strategic.

Part I: Strategy and Focus

Before you even think about setting up that LLC or buying new gear, you need a Strategic Blueprint that leads to your successful business. This phase is about clarity and focus.

You’re not just taking photos; you’re building a highly specialized service, and specialists always get paid more than generalists!

1. Become A Specialist

You simply cannot serve everyone.

You’ll get lost in the sauce, your marketing will be confusing, and you’ll burn out shooting work you don’t enjoy.

So here’s what to do to not be like a Chinese restaurant menu with a million different things on it:

The Power of the Specialist: Stop being just “a photographer.”

Become the high-end maternity photographer or the commercial real estate photographer. Specialists command higher prices and attract clients who are serious about paying for excellence.

The Enjoyment Factor: Your niche should be something you LOVE doing.

When the hard times hit (the difficult client, a slow season, life transitions) it will be your passion and enjoyment in photography that’ll keep you going.

Because why would you have a business you don’t even enjoy running?

2. Know Your Audience and The Industry

Your target market depends on your chosen niche. Defining it helps you streamline your marketing efforts and build a loyal client base.

For wedding photography, your target market might be engaged couples who want a small, intimate wedding with less than 50 people.

In portrait photography, clients could be models and professionals in the workforce who need headshots.

For real estate photography, your clients will likely be real estate agents and property managers needing high-quality photos to sell properties.

If you choose travel photography, your audience may include travel publications and tourism boards needing destination images.

Think about what your potential clients need and how you can meet those needs.

Once you’ve got your niche, the next step is to figure out who you’re shooting for. Your camera isn’t just taking a picture; it’s giving your client a fix for a specific problem.

Who Are They? Are they a busy CEO who needs zero drama for their headshots? Are they a new, nervous couple who need you to be their confidence coach? Figure out their life: their money situation, their hang-ups, and what they really need.

What’s Your Superpower? A wedding photographer isn’t selling prints; they’re selling stress-free memories that last forever. A branding photographer isn’t selling portraits; they’re selling visual trust and authority that helps their client make more money. When you get what you’re truly selling, pricing gets easy.

3. Study Great Photographers

Look at the photographers you love and are inspired by. Here’s what you’re studying about them:

• Their website
• The gear they use
• How they run their business
• Learn how they set up before a shoot
• How they pose a person or pick locations
• Their content and how they get bookings
• Their editing style and the programs they use
• And anything else you like about how they do photography and business

And study their pricing structure. Do they use simple packages? Do they offer printed stuff? Analyzing their rates tells you what you can charge as an expert in your area.

You can’t lead the market if you don’t know the game.

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4. Set Boundaries (What You Will & Will Not Do)

Boundaries keep your specialty clean and save you from burning out. You have to protect your focus.

Make Your “Nope” List: If you’re all about newborns, decide right now that you will not take the jobs you dislike doing (ex: events, weddings, etc.).

If you love natural light, decide you will not take jobs that need complicated studio flash setups. When you say “No” to the wrong gigs, you free up time and energy for the ones that actually pay and make you happy.

5. Reverse-Engineer Your Business Plan

We’re skipping the boring 50-page business plan.

We just need a clear map focused on your Goals and the Actions that get you there.

Action: What do you need to do every month to get 12-13 people to ask about your services? That simple math is your daily to-do list.

Figure Out the Dream: What is your target income this year? Do you want to travel for a specific project? What are 3 dream clients you want to land? Write down these big goals clearly.

Work Backwards: Take your big money goal and break it down.

Example: Goal is $60,000. Your average job is $2,000. You need 30 jobs.

If you book 1 out of 5 people who ask, you need 150 solid questions (inquiries) per year.

Part II: Money & Legal Stuff

This is the unsexy part, but it’s where you build your safety net. You have to handle the money and legal stuff to protect your art and your future money.

6. Make Your Business Legit

If you’re ready to start booking people and making serious money with your camera, you need to register your business to make it official. This keeps your personal life and business separate, which your tax person will love!

Here are some steps to take with a few Connecticut links as examples. If you don’t live in CT, feel free to find the resources in your state or place of residence that are equivalent to these examples:

Choose a Unique Business Name
Select a distinctive name for your business and ensure it’s not already in use. You can verify name availability through the Connecticut Secretary of State’s business name database.

Register Your Business
Depending on your chosen business structure (e.g., Sole Proprietorship, LLC, Corporation), you’ll need to register with the appropriate state agency:

• Sole Proprietorship or Partnership: Register your trade name (also known as a “Doing Business As” or DBA) with the town clerk’s office in the municipality where your business is located.
• LLC or Corporation: File the necessary formation documents with the Connecticut Secretary of State. You can do this online.

Obtain an EIN (Employer Identification Number)
An EIN is required for tax purposes, hiring employees, and opening a business bank account. You can apply for an EIN for free through the IRS website.

Register for State Taxes
If you plan to sell goods or services subject to sales tax (like photo prints or albums), you’ll need to register for a Sales and Use Tax Permit with the Connecticut Department of Revenue Services (DRS). This can be done online via the myconneCT portal.

Check for Local Licenses and Permits
While Connecticut doesn’t have a general statewide business license requirement, local municipalities may have specific licensing requirements. For example, cities like Hartford and New Haven may require local business licenses or permits. Contact your local city or town hall to determine any additional requirements.

Business Insurance
While not always mandatory, obtaining business insurance (such as general liability insurance) is a wise step to protect your business assets and provide peace of mind.

7. Open Up a Business Bank Account

A business bank account keeps personal and business finances separate.

• Choose a bank: Look for one that offers good business accounts and services.
• Documentation needed: Business registration documents, EIN, and personal identification.
• Benefits: Easier accounting, professional image, and useful for tax purposes.

Having a separate account simplifies your tax filings and helps track your business’s financial health accurately.

8. Price Yourself Right

You’re a professional! Your prices must cover your time, your gear, your expenses, and your taxes.

• Know Your Numbers
  • List Your Costs: Write down all your yearly expenses: gear, software (Ex: Photoshop and Lightroom!), insurance, marketing, studio rent, etc.
  • Set Your Goal: Estimate how many clients you can realistically handle.
  • The Math: Your prices must cover your expenses and leave room for a profit. You need to know this minimum price before you talk to anyone.

Here’s a video that covers how to price your photography!

9. Protect Your Assets: Contracts and Insurance

A single accident or mistake could cost you everything. Get protected now.

• General Liability Insurance: This is a must-have. It covers you if a client trips over your light stand. Get it asap.
• Equipment Insurance: Your gear is expensive! Insure it against damage, theft, or loss.
• Get It in Writing: Always use contracts! They set clear rules on services, prices, and delivery times to prevent misunderstandings. It’s never personal, it’s just business.
• Back Up Everything: Invest in multiple external hard drives or cloud storage. Losing a client’s photos is the worst nightmare…don’t let it happen to you.

Part III: Creative Marketing and Client Flow

The technical skills are just the baseline. This is how you run the business side and keep clients coming back.

10. Build Your Digital Storefront and Brand

Your brand is your style, your reputation, and the personality of your business.

It’s how you show up to the world. It sets you apart and attracts the right clients.

One thing to keep in mind is that your personal brand carries a lot more weight than your business brand.

Now more than ever, people want to know the person behind the business before purchasing from them. This is a great time for CEO’s and entrepreneurs to step into the spotlight of social media!

• Define Your Look
  • Vibe Check: Choose a simple, sharp logo, color scheme, and font that matches your photography style. This look should be the same on all digital platforms across the board so your audience can start to recognize you.
  • Tell Your Story: Often share your story about why you chose your niche. People connect with people, not just pictures!
• Launch the Website
  • Buy the Name: Get an easy-to-remember domain name.
  • Portfolio: Only show your best work in your chosen niche.
  • Make it Easy: Have a huge, clear “Book a Session” or “Contact Me” button front and center. aYou want to make it easy for someone to book you.
• Go to Your People
  • Figure out where your target clients hang out (Instagram, LinkedIn, local groups), the type of content they’re searching for, and put your energy there.

11. Outline Your Services and Products

Now it’s time to get clear on what kinds of photography services and products you will offer.

This could include digital photo packages, printed albums, or framed prints. Make sure your offerings align with what your target market desires. This could be done seamlessly through websites like Pixieset.

Once you send a client their gallery, they’ll have access to Pixieset’s store and can purchase print products with their images on it.

And the best part is you get a cut of whatever your client purchases from the store, and Pixieset handles everything else!

12. Develop a Marketing Strategy

Start with market research to understand your target audience’s preferences.

Identify the platforms they use most, whether it’s Instagram, Facebook, LinkedIn, or another social network.

Your strategy should include:

• A professional website showcasing your portfolio
• Social media profiles with regular posts and engagement
• Search engine optimization (SEO) to increase online visibility
• A clear call-to-action button like “book a session” or “contact me” (make it EASY for people to book you and contact you)

Networking within your community or joining photography groups can also help you gain referrals and establish your reputation.

13. Master the Client Experience

It’s not just about the final photos, it’s about making the whole process awesome. For you AND the client!

Systemize and Say No.

• Simple Tools: Use a simple CRM (like Trello, Pixieset, or HoneyBook) to track clients and deadlines.
• Schedule Time: Block out time for editing, shooting, and admin work.
• Stop taking every form of payment: Keep it simple by having clients pay and book you online, or send payment links via your business’s bank app. Trust me when I say you’ll thank yourself in the future when it’s time to do taxes.

Clear Communication
Set expectations from the start. Let clients know your process—how to book, what’s included, and when they’ll get their photos. Clear steps remove confusion and make clients feel confident in you.

Automate What You Can
Use email templates for inquiries, reminders, and thank-yous. Automating repetitive tasks saves hours and ensures every client gets the same professional experience.

Set Boundaries
Decide your working hours and stick to them. You don’t have to answer texts at midnight. Boundaries keep your business professional and protect your personal time.

Have a Backup Plan
Things happen: cameras fail, files corrupt, weather changes. Always have backup gear, cloud storage, and a Plan B. Clients will remember how you handled challenges more than the challenge itself.

Make Payments & Contracts Part of the Flow
Send contracts and payment links together when clients book. It feels seamless and shows clients you run a real business, not just a side hustle.

14. Leveraging Word of Mouth and Testimonials

Word of mouth is the cheapest and most powerful marketing you have. People trust their friends more than they trust your paid Instagram ads, so treat every client like they are your only client.

Go Above and Beyond: The best word-of-mouth comes from the little things that surprise people. Send a handwritten thank-you note, deliver the gallery a day early, or surprise them with a free print in the mail. These small gestures turn a one-time customer into a walking, talking billboard for your business.

Ask for the Love (Loudly!): Don’t wait for clients to volunteer a review; ask for one as soon as you deliver the final gallery! Send them a direct link to the platform that matters most (Google, Yelp, Facebook) and make it dead simple. These testimonials are your social proof. Put them on your website, your price guide, and your social media.

Build a Referral System: Get smart and turn happy clients into your sales team. Create a simple referral program that rewards them with something valuable: extra edited photos, a printed product, or a gift card.

15. Analyze the Competition

Check out local photographers’ websites and social media profiles to get an idea of what they offer, their pricing, and their client base. But don’t compete with them by lowering prices or giving discounts. That’s just a race to the bottom if you prioritize being the cheapest photographer!

Instead of being cheaper than your competition, see where you can offer more value.

Make a list of them and take note of:

• Services they provide
• Who their target audience is
• Their pricing structure
• Customer reviews

Perhaps other photographers lack real estate photography skills, or their portrait photos seem outdated. Take note of these gaps.

Keep an eye on their promotional methods.

Are they using social media effectively? Do they participate in local events? Understanding their strategies can help you shape your own.

Analyze their strengths and weaknesses to find opportunities on how you can bring more value to your audience.

Part IV: The Essentials

16. Choosing Equipment and Software

Start with a professional camera. Brands like Canon, Nikon, and Sony offer reliable options. I personally love shooting with my Canon R5!

For lenses, you could get a wide-angle, a telephoto, and a few prime lenses to capture different types of shots. I would start with a 50mm or 35mm lens (both are great for portraits), and a 24-105mm lens (a zoom lens that’s versatile for different situations).

You’ll also need at least 3 memory cards for your camera, and 2 hard drives for storage (one SSD and one HDD).

Next, I suggest getting a tripod for stable shots, a reflector to bounce light onto your subject, and some lights. Do some research to see if soft boxes or strobe lights are a better fit for you.

For editing, you’ll need a powerful computer (I use a MacBook Pro) and photo editing software like Adobe Photoshop, Evoto, and/or Lightroom.

And lastly, you’ll need a backpack to carry all of that gear!

17. Developing Your Portfolio

Stop shooting random stuff!

Your portfolio isn’t a museum of everything you’ve ever shot. It’s a laser-focused magnet designed to attract your ideal client. If you want to shoot luxury weddings, you shouldn’t be showing food photography. Get absolutely ruthless about this.

Keep It Tight: Only showcase your top 10-15 images for each category. Nobody has time to scroll through 300 photos on IG or your website. Show them your greatest hits and get them to that “Book Me” button immediately.

Audit Your Work: Go through every single image you have and only keep the ones that scream your niche. Delete, hide, or archive everything else. Yes, that means you might only have 12 photos left. And that’s okay! Clarity is power.

Shoot to Fill the Gaps: Don’t have any images of the type of job you want to book? Go create them! This might look like:

• Doing some free work to get those shots
• Being a second shoot for another photographer
• Or doing collaborative projects with other creatives

This gives you control over the entire outcome and guarantees you get the exact high-end, niche-specific photos you need to start charging real money. Plus, each option is a free networking opportunity!

18. Studio Space vs. On-Location Services

This is a big decision, but it’s simpler than it looks: Your niche should guide you.

Shooting On-Location or Outdoor Sessions means low overhead and total flexibility, making it ideal for events, real estate, or natural light portraits, but you have to haul your gear everywhere, and you’re totally at the mercy of the weather.

A dedicated studio space gives you total control over light and backdrops, which is perfect for consistent work like newborn photography or focused portrait sessions. If a studio is your dream, don’t rush into debt!

Treat it as a future investment and start a separate savings account today labeled “Studio Fund.” Keep your operations mobile for the first year or two while you build your client base and cash flow. That way, when you finally sign that lease, your business—not your savings account—is ready to handle the monthly rent.

And that’s it!

This ended up being super long, but I hope it really helps and clarifies everything.

I’m sure there are some areas I didn’t cover, but if you’re just starting and wondering how to start your own photography business, this should be more than enough.

Thanks for reading!