5 Proven Tips for Setting Competitive Prices for Your Headshots Photography Business

Written by Daisie Team

Published on 20 June 2023 9 min read

Setting competitive prices for your headshots photography business can be challenging, especially when you're trying to figure out how much to charge for headshots photography. In this guide, we'll share five proven tips to help you determine the right pricing strategy for your business, so you can confidently attract clients and grow your photography career.

Tip 1: Understand Your Costs

Before you can decide how much to charge for headshots photography, it's essential to understand the costs involved in running your business. This will help you set prices that cover your expenses and provide a profit margin. Let's break down the primary costs you'll encounter:

Cost of Equipment

As a headshot photographer, investing in high-quality equipment is crucial. Consider the cost of your camera, lenses, lighting, and other accessories you'll need. Don't forget to include the costs of maintaining and upgrading your gear over time.

Cost of Studio Space

Whether you rent a studio or use a dedicated space in your home, you'll need to factor in the cost of your workspace. This includes rent, utilities, insurance, and any necessary improvements or modifications to create a professional environment for your clients.

Cost of Marketing

To attract clients and showcase your work, you'll need to invest in marketing efforts. This may include building a website, creating business cards, attending networking events, or advertising on social media. Be sure to consider both the time and money you'll spend on promoting your business.

Tip 2: Research Your Competition

Understanding what your competitors are charging for headshots photography is vital in setting competitive prices. By researching other photographers in your area, you can tailor your pricing strategy to stay competitive while still earning a profit. Here's what to look for:

Local Photographers' Pricing

Find out what other headshot photographers in your area charge for their services. This will give you a baseline to work from when setting your own prices. Remember, it's important to consider the quality of their work and reputation, as well as their pricing structure.

Pricing Trends by Region

Different regions may have varying pricing trends for headshots photography. Research the average prices in your specific area to ensure your rates are in line with local expectations. This will help you attract clients who are willing to pay for your services.

Unique Selling Points

Identify what sets your headshot photography services apart from your competitors. This could be your style, experience, or additional services you offer. Use these unique selling points to justify your pricing and attract clients who value your particular skills.

Tip 3: Offer Flexible Packages

When determining how much to charge for headshots photography, it's essential to provide flexible packages that cater to varying budgets and needs. By offering multiple options, you can appeal to a wider range of clients and increase your chances of booking more jobs. Here are some package ideas to consider:

Basic Headshot Package

Create an entry-level package that includes a set number of headshots with basic retouching. This option is perfect for clients who need professional headshots but may be on a tighter budget. Be sure to specify the number of images, session length, and any additional services included.

Premium Headshot Package

Offer a more comprehensive package for clients who want a higher level of service. This could include additional images, advanced retouching, wardrobe changes, or even hair and makeup services. The premium package will appeal to clients who are willing to invest more in their headshots and want the best possible results.

Group Discounts

If you often work with corporate clients or large groups, consider offering discounted rates for group bookings. This encourages businesses to book multiple headshot sessions at once, saving them money while increasing your overall revenue.

Tip 4: Consider Your Target Audience

When setting your headshot photography prices, it's crucial to think about the specific needs and expectations of your target audience. Different client groups may be willing to pay different rates for your services. Here are some examples of target audiences and how their needs might affect your pricing:

Corporate Clients

Corporate clients may require headshots for their employees and executives. They often have larger budgets and are willing to pay for high-quality images. When targeting corporate clients, consider offering specialized group rates or tailored services, such as on-location shooting or expedited delivery of images.

Actors and Models

Actors and models often need headshots to showcase their look and personality for auditions and portfolio-building. They may have specific requirements, such as specific lighting or backgrounds. Keep in mind that they may be on tighter budgets, so offering flexible packages and payment options can help you attract these clients.

Small Business Owners

Small business owners often need headshots for their websites, social media profiles, or marketing materials. They may value convenience and efficiency, so offering quick turnaround times and digital delivery of images can be appealing. Be prepared to work with smaller budgets and consider offering discounts for local businesses or referrals.

Tip 5: Demonstrate Value

To justify your pricing and attract clients, it's important to show the value of your headshot photography services. By highlighting the quality of your work, sharing client testimonials, and connecting with your audience, you can build trust and demonstrate that you're worth the investment. Here's how:

Quality of Your Work

Ensure your portfolio showcases the best examples of your headshot photography. High-quality images that demonstrate your skill and style will help potential clients see the value in hiring you for their headshot needs.

Client Testimonials

Collect and share positive feedback from satisfied clients. Testimonials can be a powerful tool in demonstrating the value of your services and convincing potential clients that you're worth the investment.

Connecting with Your Audience

Engage with your audience through social media, email newsletters, or blog posts. Share behind-the-scenes content, photography tips, and insights into your process. By connecting with your audience on a personal level, you can build trust and demonstrate your expertise, making clients more likely to invest in your headshot photography services.

By following these five tips, you'll be well-equipped to set competitive prices for your headshots photography business. Remember to understand your costs, research your competition, offer flexible packages, consider your target audience, and demonstrate value to attract clients and grow your photography career.

Tip 3: Offer Flexible Packages

Basic Headshot Package

Premium Headshot Package

Group Discounts

Tip 4: Consider Your Target Audience

Corporate Clients

Actors and Models

Small Business Owners

Tip 5: Demonstrate Value

Quality of Your Work

Client Testimonials

Connecting with Your Audience

Tip 4: Consider Your Target Audience

Corporate Clients

Actors and Models

Small Business Owners

Students and Graduates

Students and recent graduates may need headshots for their resumes, LinkedIn profiles, or job applications. As they may have limited budgets, consider offering special student discounts or lower-priced packages tailored to their needs. This can help you tap into a market that may not have considered professional headshots before.

Understanding your target audience's needs and expectations will help you set appropriate prices and tailor your services to attract a variety of clients. By catering to different client groups, you can increase your chances of booking more jobs and growing your headshots photography business.

Tip 5: Demonstrate Value

When determining how much you should charge for headshots photography, it's essential to demonstrate the value you provide to your clients. People are generally willing to pay more for services they perceive as high-quality and worth the investment. Here are some ways to showcase your value as a headshot photographer:

Quality of Your Work

Make sure your portfolio reflects the best examples of your headshot photography. High-quality images with excellent lighting, composition, and editing will show potential clients that you're skilled at your craft. Don't be afraid to invest in your equipment and education to continue improving your skills and the quality of your work.

Client Testimonials

Positive reviews from past clients can significantly impact a potential client's decision to book your services. Collect testimonials from satisfied customers and feature them prominently on your website, social media profiles, and marketing materials. This will give potential clients confidence in your ability to deliver exceptional headshots.

Connecting with Your Audience

Personalize your services by getting to know your clients and understanding their specific needs. Having a friendly, approachable demeanor can make your clients feel more comfortable during their photo session, resulting in better images. This personal touch can set you apart from other photographers and make clients more likely to recommend your services to others.

By demonstrating your value as a headshot photographer, you can justify charging competitive rates for your services. This approach will help you build a sustainable and profitable business while providing top-notch headshots to your clients. Remember, the key to success in any business is striking the perfect balance between offering exceptional quality and setting prices that reflect the value you provide.

If you're a photographer looking to better understand how to price your services, don't miss the workshop 'How to Price Your Photography' by Kayleigh June. This workshop will provide you with the knowledge and insights to confidently establish a pricing structure that reflects the value of your work and helps grow your photography business.