A Beginner’s Guide to Pricing Your Photography

One of the most common questions new photographers ask is: “How should I price my work?”
The truth is, pricing is more than just picking a number. It’s about knowing your value, covering your costs, and making sure your business is sustainable.

Start with Your Hourly Rate

The first step is deciding how much you want to make per hour. Ask yourself:

• How much is my time worth?
• What is the minimum I’d work for to make it worth leaving my home, bringing my gear, and delivering photos?

For example, if you want to earn $50 an hour , and you spend 3 hours at a shoot plus 2 hours editing, that’s 5 hours total. Your price needs to be at least $250 just to cover your time. And that doesn’t even cover over expense either like gas or software you may pay monthly fees to.

Think About Replacing Your Income

If your goal is to eventually replace your current job, figure out how much you need to make in a year.

Example:

• Current salary: $40,000
• Divide by 12 = about $3,300 per month
• If you average 10 photo sessions a month, each one needs to bring in at least $330 just to match your income.

This doesn’t include expenses yet, but it gives you a baseline to work from.

Don’t Forget Your Expenses

Photography isn’t free to run. You’ll need to cover things like:

• Camera gear (bodies, lenses, cards, batteries) Which camera gear can be really expense one lens could cost over $2,000
• Editing software (Lightroom, Photoshop, etc.)
• Travel costs (gas, mileage, parking)
• Business costs (insurance, website, marketing)

These all add up. If you ignore them, you’ll end up working for much less than you think.

Factor in Your Experience and Value

• Beginner photographers often charge less while they’re building a portfolio, but still need to cover their time and expenses. I find it frustrating to see photographers charging less than $100 for family photos or portraits. If you believe your work is not worth more than $100, I suggest you continue practicing with family, friends, or nature. In my opinion, this practice tarnishes the reputation of photographers, making photography appear to be a low-cost hobby rather than a professional endeavor.
• Experienced photographers charge more because they bring reliability, skill, and consistency. Clients aren’t just paying for photos; they’re paying for peace of mind.

Avoid Undervaluing Yourself

It’s tempting to price low to get clients, but if you stay too cheap:

• Clients may see you as “less professional.”
• You’ll burn out because you’re working too much for too little.
• You’ll struggle to replace gear or grow your business.

Remember: your time is valuable. Charging appropriately makes clients respect your work and helps you stay in photography for the long run.

Quick Pricing Checklist

• ✅ Decide your hourly rate.
• ✅ Estimate how much you want to earn in a year.
• ✅ Break it down into monthly and per-session goals.
• ✅ Include expenses in your calculations.
• ✅ Adjust based on your skill level and the type of work you’re offering.