This always used to stump me (sometimes it still does)

Figuring out what to charge.

It’s easy to underprice yourself, especially when you’re just getting started.

But your time, effort, and skill have value.

Here’s a simple way to set your rates with confidence

1. Research your market

Look at what photographers in your area are charging.

Google average rates, check local photographers’ websites, and browse social media to see what’s standard.

Use these numbers as a benchmark, but don’t feel like you have to match them.

Your pricing should reflect your skill, experience, and the value you bring.

2. Start with your base rate

When I first started, I charged $38/hour because it matched what I made as a cabinet maker.

It felt fair for my skill level at the time.

You don’t have to match industry rates immediately.

Set a number that feels right based on your experience, then build from there.

3. Calculate your total house

Photography isn’t just about the time spent shooting.

There’s editing, client communication, travel, everything that goes into delivering the final product.

For example

• 2 hours shooting
• 2 hours editing
• 1 hour client communication
• 1 hour traveling
• Total: 6 hours

If your rate is $38/hour, that shoot would be $228.

When you start adding up everything involved, your pricing makes a lot more sense.

4. Raise your prices gradually

As you improve, your rates should too.

Every few clients, increase your pricing by $5-$10/hour.

For returning clients, be upfront:

"I’ve improved my skills, invested in better gear, and refined my workflow. My new rate is $100/hour."

If someone pushes back, stay confident. Highlight what you bring to the table:

"I totally understand, but my updated pricing reflects the quality and experience I now offer."

Another good indicator when you should increase prices, is demand.

If you feel like you are getting to much work

Then you can increase prices and people will fall off

But you’ll be substituted from the increase of pay.

That's called supply and demand

5. Communicate your value

Your price isn’t just for a few photos

It’s for your expertise, creativity, and the experience you provide.

If you’re charging $100/hour, make sure clients know what they’re getting:

"I deliver professional-quality images that help brands stand out. My rates reflect the time, skill, and attention to detail I put into every project."

Figuring out pricing takes time

But the key is to start where you’re comfortable and grow from there.

Charge what feels right, improve your skills

Don’t be afraid to ask for what you’re worth.

Here’s to putting a price on your work 🍻

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Hope this helps, and let’s keep growing and improving together 🎨

One of the biggest factors in pricing confidently? Delivering high-quality work. If you want to know how to create pro-level edits that set you apart (and justify higher rates), my 1:1 Lightroom coaching will help you master editing, refine your style, and speed up your workflow.

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