Running your photography business can feel like a dream come true, until the overwhelm starts creeping in. Suddenly, you’re booking nonstop, barely seeing your family, and wondering why your bank account doesn’t reflect all the hard work you’re putting in.
Sound familiar? You might be overdue for a price increase.
Today, we’re talking about how to raise your prices in a way that feels aligned, strategic, and (most importantly) guilt free. This isn’t about getting greedy, it’s about honoring your growth, your energy, and the life you’re building.
Hey friend, I’m Sabrina, a lifestyle family and newborn photographer turned mentor for heart led creatives. After 14+ years in business (and one major burnout), I’ve learned how to build a photography career that actually supports my life, not steals from it. And I love helping other photographers do the same.
So if you’re wondering whether it’s time to raise your prices, or how the heck to do it without freaking out, this post is for you. I’ll walk you through the signs, the strategy, and the mindset shifts to help you make the move with confidence.
Ready? Let’s get into it.
Let’s Start Here: Pricing Isn’t Just Math, It’s Confidence
Before we even look at numbers or spreadsheets, I want to remind you of this: your prices reflect how you value your time, your energy, and your experience.
Sure, pricing has a mathematical side (and we’ll get to that), but so much of it starts with mindset. If you’re not confident in your rates, it will show, in your marketing, your consult calls, your boundaries, your energy.
That’s why when I work with photographers, we don’t just talk about pricing strategy. We talk about confidence, clarity, and claiming your worth.
So if your gut is already whispering, “I think it’s time to raise my prices…” you’re probably right.
Let’s look at the signs.
Sign #1: You’re Booking Too Many Clients Too Easily
If your calendar is fully booked months in advance and new inquiries are flooding your inbox, that might sound like a good thing… but it’s also a big red flag.
When you’re consistently getting “yes” without any hesitation, it usually means your prices are too low for your market or your experience level.
Here’s the truth: you should have some price resistance. A few no’s are a healthy sign that your pricing is filtering for the right-fit clients. If every inquiry is a yes, you’re likely undercharging, and overworking.
Raising your prices will help you work with fewer clients while making more income (hello, breathing room!).
Sign #2: You’re Not Paying Yourself Well (or at All)
Oof, this one hits hard, doesn’t it?
You’re hustling hard, serving clients beautifully, spending hours behind the scenes editing, emailing, marketing… and yet your personal income doesn’t reflect that.
If you aren’t consistently paying yourself a salary, it’s time to pause and ask: Is my pricing really supporting my life?
You are not running a charity. You are running a business that deserves to be profitable. Raise your prices so your business can support your family, your goals, and your future, not just cover your expenses.
Ready to raise your prices? This guide walks you through exactly how to do it, with clarity, confidence, and no guilt. Read more here
Sign #3: You’ve Grown, But Your Pricing Hasn’t
Maybe you’ve leveled up your client experience.
Maybe your images are stronger, your process is smoother, your gear is better, your workflow is more efficient.
But your pricing? Still stuck in 2020.
It’s easy to overlook this, especially when you’re head down in the day-to-day. But here’s the truth: as you grow, your pricing should evolve too. Your skills, your experience, and your client results have likely expanded, so let your prices reflect that growth.
If you wouldn’t be happy redoing a session from a year ago for the same price… that’s a sign.
Sign #4: You’re Feeling Burned Out or Resentful
Let’s talk about the emotional side of pricing, because it matters.
If you’re starting to dread your workload, if editing makes you feel drained instead of inspired, or if you’re feeling resentful toward your clients (even the kind ones!)… it’s time to take a step back.
Burnout and resentment are often rooted in undercharging. When your energy out doesn’t match the value in, everything feels off.
Raise your prices so your business feels energizing, not exhausting.
Feeling overwhelmed? Boundaries aren’t selfish, they’re essential. Learn simple, powerful ways to protect your time (and your sanity!) in my blog: How to Set Boundaries as a Photographer.
How to Raise Your Prices with Confidence (and Without Guilt)
Alright, now that you’ve seen the signs, let’s talk about how to actually do the thing. Here’s how to raise your prices with strategy and confidence.
If confidence in your rates is a struggle, this post is for you. Let’s tackle the mindset piece together. Read it here.
1. Calculate Your Real Costs (Include Everything!)
Start by getting crystal clear on what it actually costs to run your business. And I mean everything, gear, subscriptions, software, insurance, education, taxes, mileage, childcare during sessions… the works.
Most photographers underestimate this, which leads to prices that barely break even.
Once you know your real costs, you can price from a place of clarity instead of guessing.
Check out my Tools & Resources page for special discounts on all the business tools I personally use and love!
2. Build Your Desired Salary Into Your Rates
Next, decide what you want to earn, and build it in.
Yes, it’s allowed to choose a salary that supports your family, your dreams, your vacation fund, your savings goals. This is your business, friend. You get to decide what it provides for you.
Then reverse engineer how many clients you want to serve each month to reach that number. This is how you create a sustainable pricing model, not one built on burnout.
3. Choose the Right Pricing Model
There’s no one size fits all here. Whether you offer flat rate packages, in person sales, or hourly rates, the key is clarity, for you and your clients.
Ask yourself:
- Do my packages reflect the value I provide?
- Is this model working for the season of life I’m in?
- Do I need to simplify or restructure anything?
Whatever model you choose, raising your prices should be intentional and clearly communicated.
Not sure how to price your services? this blog breaks it all down, real costs, salary goals, and building rates that support your life. Read it here
4. Update Your Website & Prep Your Messaging
Once you’ve finalized your new pricing, it’s time to update your website, inquiry guides, and automated emails.
But don’t just drop the new numbers and go silent. Prepare your messaging to reflect the value of your work. Highlight the experience you offer, the transformation your clients receive, and what makes you different.
If you’re nervous, practice saying your new prices out loud. Write them in a sticky note affirmation. This shift is about confidence as much as clarity.
Want more support? Check out my photography business blueprint or get on the waitlist for my Root to Rise Mastermind for tips on building a sustainable and thriving photography business!
Final Thoughts: You Deserve to Raise Your Prices
You are not “too expensive.” You’re experienced. You’re growing. You’re providing an incredible service with heart, skill, and professionalism.
If your gut is telling you to raise your prices, trust it. You don’t have to overbook yourself to succeed. You don’t have to run on empty to prove your worth. You can build a profitable business that feels aligned, balanced, and joy-filled.
You deserve a business that supports your life, not one that drains it.
Want more encouragement like this? Join my Monday Morning Inspiration email list for weekly mindset boosts and honest business tips. You can also come say hi on Instagram!
Need a pep talk? Tune into my Shoot It Straight Podcast for more real talk on building a business you love.
Ready for deeper support? Check out my Root to Rise Mastermind, a mentorship for photographers ready to grow with clarity and purpose.
And I’m cheering you on every step of the way!
