Abi Coop
Melissa Richard
Kristen Ryan
3 Tips to Build a Successful Photography Business: It’s officially “busy season” for portrait photographers. However, “busy” looks vastly different for all of us. Maybe you’re in the beginning stages of building your business and you wish you were busy. Or maybe you’re just hitting your stride in the wild world of portrait photography and for the first time are completely overwhelmed and over-booked. Quite possibly you are a seasoned photographer and are past the stage of passionately hustling and have figured out how to take advantage of the busy season without running ragged.
Wherever you are in your journey as a business owner, we all have to start somewhere. And I’m just going to say it – running a portrait photography business is not for the faint of heart! You probably opened a photography business because you love being an artist and thought you would make some money doing what you love, not realizing that business skills would be just as vital to your success.
Of the remaining 40 percent, another 25 percent will fail by the second year. The remaining 15 percent are the ones who endure through the third year. That’s an 85 percent turnover rate (according to Dane Sanders from the Business of Creativity Podcast). I’m here to tell you it doesn’t have to be this difficult.
Hi, my name is Lindsay! I am the owner and photographer at Lindsay Herkert Photo Co and I am completely obsessed with photography. I love the way it has taught me to see the world in a different way. Even when I don’t have a camera in my hand, I find myself taking photos in my mind – analyzing light and picturing what I could create with it. I’ve been in the photo biz for just over 10 years – shooting maternity, newborns, family and branding and I feel so lucky that this is my job!
But to be honest, there was a time when I didn’t love it. For a while I struggled with how to attract clients who would value my work. I was discounting and constantly posting on social media and feeling pretty worn out. It wasn’t until I was forced to stop and start over from a surprise cross country move from San Diego to Austin, that I took the time to analyze how I was running my business and make the necessary changes to truly create the business and life that I dreamed about. And now I am just as obsessed with building a solid business as I am with the art of photography!
When I started my photography business in San Diego, I didn’t have much of a plan. I just knew I loved taking photos and being able to document the beauty of life. Soon I was taking photos of family and friends, and eventually real clients! I was so excited. Until I started feeling burnt out, constantly giving deals and running specials. I felt under my business instead of on top of it.
It wasn’t until I was forced to rebuild my business in a city where I didn’t know a soul did I realize how imperative systems are for profitability and success! It turns out crossing my fingers and hoping ideal clients pay what I was worth…isn’t the best way to create a consistent income or build a successful business.
So I dove headfirst into learning everything I could about how to market my business effectively, book higher paying clients, and forever leave behind those Facebook groups full of bargain hunters behind.
Listen, there are tons of marketing strategies out there. And I’m not saying Google® is where I put all my efforts…but it is where I put most of them. Let me start by saying Google® is a marathon, not a sprint. But there are things you can do for quicker results and I’m going to share one of them today: Google® Ads. Implementing Google® Ads was a game changer for my business.
I’ll never forget chatting with another photographer during a photography business workshop that was dishing a lot of fluff and lacking the hard-hitting advice I was desperately seeking to get my business in Austin off the ground. When this photographer shared that her secret of building a six-figure-a-year photography business was largely due to Google® Ads, my curiosity peaked! I started doing some research and was quickly sold! To sum it up, this is why Google® Ads are effective for portrait photographers looking to scale their business:
Maybe the idea of Google® Ads is new to you, or maybe you have tried and not achieved the results you wanted. Google® Ads can be a bit overwhelming and confusing, especially with all the recent changes they’ve implemented in 2023. But I’ve read books, blog posts and worked with a Google® Ads coach to truly understand and simplify starting a Google® Ad. Keep reading to snag my knowledge!
Depending on your location you should plan on spending approximately $150 – $300 a month on Google® ads (in other words, a budget of $5-$10 per day). This may sound like a lot to you, or it may sound minimal. If you feel like this is a lot, then let me quantify it the way the other photographer said it to me- “If you are charging what you should be charging then one booked client per month will more than pay for a Google® Ad. And if the Google® Ad is bringing in more than one client a month (which it should) then it is the best money you will spend on your business.”
Setting up a Google® Ad can be overwhelming. To get you started and to keep it simple, I created a step-by-step guide with screenshots. I encourage you to look at the guide and try it out! Google® Ads were pivotal for my business and I believe they can be for yours too! You will need a Google® profile set up, a Gmail account, and a photography website. Once you have these 3 items, click below to access my guide and start your google ad on Adwords.com.
Related: Passion to Profit HS Podcast Episode
There are 3 items I’d like to highlight to help increase your conversion rate:
Are your photos light, airy, and candid? Or are they moody, emotive, and grainy? Spend some time to really figure this out. You’ll be amazed at how this will translate to a cohesive portfolio and also attract your ideal clients.
The reason we do this is because Google® will send more potential clients to your website based on this being your first question versus using the standard “Name”. By choosing this as the first question, it reinforces to Google® that your website is a photography website. The next step in creating an effective contact form is making sure it is concise.
If you have more than 5 questions you want to ask potential clients, save the questions as a conversation starter with the next email. Making the contact form easy and not overwhelming will help bring in more leads…and more clients!
I’m going to let you in on a little secret here. You’ve already started a great client experience with your targeted marketing and your killer website. Why? Because you have already done the heavy lifting to find your people. A great client experience starts with a good match. If you’ve ever photographed anyone who isn’t an ideal client, you know how soul sucking it can be. Conversely, if you’ve photographed people who love and appreciate your work, it is energizing and exciting. So, now that you have the right people to photograph, let me give you a few tips to enhance the experience for both them AND YOU!
Related: How to Maximize the Mini Session
I hope you find theses 3 Tips to Build a Successful Photography Business I shared helpful! If you have any photography business questions or just want to chat, DM me on Instagram! I love helping other photographers skip the messy mistakes of building their portrait photography business and instead go straight to the enjoyment of making money doing something you love! @lindsay.herkert