Pricing Guide
One of the biggest mistakes new photographers make is looking at what everyone else charges and simply copying their prices.
Instead, start by working out what income you need your business to generate and work backwards from there.
Start with Your Income Goal
Ask yourself:
How much do I need or want to earn each month?
For example, let's say your target income is:
£3,000 per month
Next, think realistically about how many newborn sessions you can comfortably photograph each month.
If you plan to photograph:
- 10 sessions per month
then you would need to generate an average of:
£300 per session
just to reach your income target.
Don't Forget Your Costs
Your session price needs to do more than simply pay your salary.
You also need to account for business expenses such as:
- Insurance
- Equipment
- Props
- Studio costs
- Website fees
- Marketing
- Editing software
- Training and education
- Tax and accountancy costs
Many photographers underestimate these expenses when starting out.
💷 New Tool: Not sure whether you've included all your business expenses? Use our What Are You Forgetting to Charge For? Calculator to calculate your annual costs and hidden cost per session.
Calculate What You Should Charge
Knowing what you need to earn is one thing, but working out what you should actually charge can be much more difficult.
Use our free Newborn Photography Pricing Calculator to discover:
✅ Minimum required income per session
✅ Whether your current pricing is sustainable
✅ How much you may be undercharging
Research Your Local Competition
It's important to understand what other newborn photographers in your area are charging.
Look at:
- Session fees
- Packages
- Products offered
- Digital image collections
- Overall customer experience
This research will help you understand the market you are working within.
However, avoid competing solely on price.
Find Your Unique Selling Point
Parents don't usually choose a photographer simply because they are the cheapest.
They choose photographers because they trust them.
Think about what makes your business different:
- Specialist newborn training
- Safety-focused approach
- Professional studio
- Unique props and styling
- Years of experience
- Exceptional customer service
- Flexible payment options
Your unique selling point helps justify your pricing and gives clients a reason to choose you over your competitors.
Charge What Your Business Needs
Many photographers start too cheaply because they worry nobody will book.
Remember that low prices can sometimes create the impression of low value.
Pricing should reflect:
- Your skill level
- Your experience
- Your costs
- The service you provide
- Your income goals
A sustainable business needs sustainable pricing.
Review Your Prices Regularly
As your skills, experience and demand increase, your pricing should be reviewed.
Photographers often invest in:
- Additional training
- Better equipment
- Improved customer experiences
These improvements should be reflected in your pricing over time.
Focus on Value
Clients are often willing to pay more when they understand the value they are receiving.
Rather than competing on price alone, focus on:
- Safety
- Experience
- Quality
- Customer service
- Beautiful images
People remember the experience and the photographs long after they have forgotten the price.
What Are You Really Keeping?
Once you've worked out what you should charge, it's important to understand what you're actually earning after costs and time are taken into account.
Use our free:
📈 What Did You Really Earn? Calculator
Final Thoughts
Work out what income you need, calculate your costs, research your local market and build your pricing around a sustainable business model. The goal isn't to be the cheapest photographer in your area. The goal is to build a business that supports both you and your clients for years to come.
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