If you’re a photographer, chances are that you’ve gone back-and-forth on whether or not to include pricing on your photography website. You’ll often find that many photographers have strong opinions on what to do and what not to do when it comes to letting your clients know what to expect pricewise, and I’m no exception. This heavily debated topic could be the reason why you are plateauing in your business or find that your schedule is filling up faster than ever.

Many people will disagree with what I’m about to say, but I believe you should have pricing on your website, especially if you are a portrait and wedding photographer. That’s why in this guide, I've included three reasons to have prices on your site. Not only is this a way to avoid price shoppers, but helps display your brand’s value and limit the back-and-forth between you and your client.

Ultimately, pricing is personal and there is no right or wrong way to list your services. The right way is simply what is working for you and your business. However, if you're finding that you're getting hit by price shoppers or you're not booking as consistently as you would like, perhaps you'll consider implementing these three reasons to have prices on your site.

1. It saves time.

Having your prices and packages laid out in full is going to save time, both for you and for the potential client. How? From the get go, that client is going to know if you are within their budget or not. If you aren’t, no problem— they can easily move on and find someone within their range. Not only does having full pricing and packages upfront save you from a crowded inbox, but from those dreaded price shoppers as well.

A price shopper is a potential client who reaches out to you for more information, and after emailing a few times back-and-forth, they ask for your prices and you hit them with the price tag— and then silence. Crickets. You try to follow up and unfortunately, end up wasting your time. Choosing to have pricing on your photography website will wave all of those price shoppers goodbye.

2. It shows your brand’s value.

The second of my three reasons to have prices on your site addresses those wondering if they should have full pricing and packages or just a starting rate on their website. To me, having a starting rate on your website diminishes your value whereas having the full pricing on your photography website will allow your potential client to see your brand’s true desirability.

When you as a photographer can list out the full package of everything that your client will receive when they choose to book you— how many hours, how many outfits, how many locations they get— it cushions the impact of the price tag. It also answers a lot of your clients’ frequently asked questions upfront, which is another way you can make sure your inbox stays nice and clear and that your clients feel taken care of from the get-go.

If you simply have a package name and dollar sign or just a starting rate, you’re setting yourself up for at least three or four emails concerning the contents and pricing of that particular package. During any one of those emails, you could lose that client.

3. It avoids an extra step.

Creating an extra step for your clients by asking them to reach out to you and inquire about your packages is dangerous. Chances are, the average client looking to book a portrait session or their wedding is reaching out to not just you, but a variety of other photographers.

When they’re debating whether to book the photographer that has their packaging and pricing displayed in full versus the photographer who requires an email for further details, which one do you think they’re going to go for? The one that has it displayed in full.

At the end of the day, it’s about which photographer was able to answer the client’s questions the fastest, send them the contract, and get that retainer paid. You can win the race by cutting back as many steps as possible for your client and by using your contact form as a FAQ page to answer their questions as quickly as possible. It all boils down to streamlining the process and working smarter, not harder, to avoid price shoppers and making the booking process as straightforward as possible for your client.

Resources:

If you want to check out this blog in video format, click here, and don’t forget to subscribe to my YouTube channel where I share weekly videos chock-full of guidance and advice for photographers.
If you’re looking to receive even more daily tips, tools, and resources? Follow along on my Instagram.
If you're ready to join a kind, encouraging, and inclusive photography community, check out the Build + Bloom Facebook group.
If you like what I teach on YouTube and in blog posts, chances are you'll love my online photography workshop where I teach you how to start and scale a photography business in your own backyard and on your own schedule, whether you want to do it part-time or full time.