How To Start a Photography Business

By Steven Turville

Whether you're aiming to turn your photography hobby into a side hustle or a full-time career, these steps will help you understand how to start a photography business that is both sustainable and successful.

In this guide, we include:

• How to start a photography business in 8 steps
• How to start a photography business checklist 
• How to start a photography business FAQs

But first, a brief disclaimer: We’re providing a high level summary of the considerations involved in setting up a photography business. This is not meant to be legal, financial, or tax advice. You should consult with a personal attorney or financial or tax advisor, especially if you have questions or need specific guidance.

Step 1: Evaluate your income potential

The first step in setting up a photography business is determining your potential income. This evaluation is crucial, especially if you've already dipped your toes in the industry with a few gigs. Reflect on these initial experiences — how much did you earn, and what were the demands of the job? Use these insights as a baseline to project your future earnings as you scale up your business.

Your income as a photographer will vary based on several factors, including your area of specialization, your experience level, and the pricing model you adopt. It's also influenced by the amount of time and effort you dedicate to your business. As a side hustle, for instance, you might find yourself earning up to $2,000 per month. On the other hand, photographers employed full-time might see monthly earnings ranging from $2,000 to $10,000.

If you're aiming to transition into full-time entrepreneurship, your potential earnings are higher. According to the US Federal Bureau of Labor Statistics, professional photographers in the United States earn a mean annual income of $50,210 a year. The most profitable states for photographers are New York and California, where photographers earn a mean annual income of $68,950 and $65,290, respectively. These rates can vary further from city to city. 

For a more nuanced understanding of your potential income, it's wise to analyze your area’s demand for photography services. Research the local market, figure out what potential clients are looking for, and identify gaps you can fill with your skill set and style.

Additionally, consider connecting with other photographers and creatives in your community. Networking and seeking mentorship can provide invaluable insights into pricing strategies, client expectations, and the overall business climate. These connections can also guide how to transform sporadic gigs into a consistent, thriving business.

Step 2: Build a business plan

It’s important to create a thorough business plan as you consider how to start a photography business. Here are some key components to consider:

• Business Description: Outline your photography style, services offered, and unique value proposition.
• Products & Services: Detail the types of photography services you provide, such as event photography, portraits, commercial shoots, etc.
• Target Market: Identify your ideal clients. Are they brides-to-be, families looking for portraits, corporate entities, magazine editors, etc.? Defining your target market will help clarify your business’s value proposition and marketing strategy.
• Competitive Analysis: Analyze your competition. What do they offer, and how can you differentiate your services?
• Marketing Strategy: Develop a plan to reach your target market, including budget, promotions, and distribution channels.‍
• Financial Modeling: Project your revenues, expenses, and profitability. This will help you understand the financial viability of your business.

Step 3:  Choose a business name

Spend some time thinking about what to call your photography business. Your business name should resonate with your photography style and market. As it will be your business’s first contact with potential clients, make sure it gives a first impression that is both positive and accurate.

Once you have a few options in mind, you should go to the United States Patent and Trademark Office’s website and do a trademark search to see if anyone else has a trademark that’s confusingly similar to the name you’ve selected. Remember, it’s not enough to have a name that’s merely different from an already trademarked name, it must also not be confusingly similar. 

You’ll also likely need a DBA (“doing business as”) also known as a fictitious business name, for the way you want to identify your business — i.e. Golden Hour vs. Golden Hour LLC. DBA requirements vary by state and county, so do your research about the DBA filing requirements in your area.

Step 4: Define your legal structure

Now, it’s time to define the legal structure of your business entity. You can operate as a sole proprietorship, which is the simplest structure, but lacks significant legal protections that come with setting up a legal entity. 

There’s a variety of different corporate forms your company could take, but for most photography companies, a limited liability company (LLC) structure is the most common legal structure. 

In the US, setting up an LLC can help protect your assets. As opposed to a sole proprietorship, an LLC is a separate legal entity from the person running the business, which means the assets and liabilities of the business are separate from the owner. 

Once you set up an LLC, you need to treat it as an actual, separate entity. Your photography contracts should be between your client and the LLC and the LLC should have its own bank account that’s used to pay for all business related expenses, and where all the money earned by the business is deposited. You should never use the LLC’s bank account to pay for any of your personal expenses.

Setting up an LLC is a simple process, and there are many online services that can help you put together the paperwork and submit the required filings.

Step 5: Obtain business licenses, permits, and sales tax registration

To operate your business legally you’ll need to secure the right business licenses or permits. Check your city’s local and state licensing board and other local government resources to ensure you’re complying with regional requirements.

You should also determine whether you’ll need to register to collect and pay sales tax on the fees you charge clients for your photography business. The penalties for failing to pay sales tax can be substantial, and every state treats sales tax differently, so you should consult a tax professional about the sales tax obligations of your business. 

Step 5: Purchase photography equipment

As a professional photographer, you’ll need to make sure you have all the equipment necessary to provide your services at the highest quality. This includes high-quality cameras, lenses, tripods, memory cards, batteries, and lighting equipment. Good equipment can significantly enhance your work, so consider investing in high-quality equipment if your budget allows. 

For example, a high-quality DSLR camera can cost several thousand dollars. Good lenses can cost up to $1,000 depending on their specifications. Along with photography equipment, you’ll need items to support the safe storage of your images, such as memory cards and external hard drives which can cost up to $100 each. Factor in equipment you might need depending on your specialty  — for example, dark room access or accessories if you’re a film photographer.  

Along with gear, you might need to purchase post-production software to edit your work. Many of these softwares are sold on a subscription basis. You also might need to purchase a computer with high enough bandwidth and storage space to upload and edit large image files. 

Finally, given the substantial investment and the vital role equipment plays in businesses for photography, securing comprehensive insurance coverage is wise. This protection can cover loss, damage, or theft, ensuring that your business operations can continue smoothly despite any unforeseen incidents. Liability insurance can also help mitigate the damage if you’re hit with a claim or lawsuit.

Step 6: Figure out your pricing strategy

Deciding how to price your services can be one of the most difficult parts of determining how to start a photography business. Here’s a quick three-step process to efficiently set your prices. For a more detailed rundown of how to price your services read “Photography Pricing: A Comprehensive Guide”.

• Choose your photography specialty or focus: Photography pricing can vary depending on your specialty. For example, event photographers might charge a flat rate of $2,500 per wedding while a portrait photographer might charge $500 per hour. To get started pricing your services, decide what your main focus will be. 
• Do market research: Check how regional competitors are pricing their work. For example, if most event photographers in your area charge hourly instead of a flat rate per event, then consider whether that pricing model is the right fit for your business. It’s also important to check your competitors to understand average rates in your area. If your price is higher than photography businesses in your region, then you might need to convince clients of the additional value of your work. If it’s lower than competitors, there could be room for you to raise your rates as you might be undervaluing your work. ‍
• Determine how long a typical job takes: Whether you decide to offer a flat rate or hourly pricing model, you need to understand how long a typical job takes so you can set a price that effectively values your cost of labor. It’s important to be mindful of all the time a job takes — even outside of direct time with a client. For example, a corporate event you’re hired to shoot might only be three hours but the time it takes to travel to and from the event, upload photos, and edit them might add an additional six hours. More experience pays off in this determination so be patient as you’re starting out. With time and experience, you’ll come to understand how long things typically take in order to set your rates accurately.

Step 7: Market your business 

Once your business is up and running, attracting clients through marketing promotion is vital for success. Here are some ways to grow your business:

• Portfolio: Create a diverse and high-quality photography portfolio that showcases your strengths and growth as a photographer. Consider using Galleries to organize a variety of styles and subjects that can appeal to different audiences.
• SEO-optimized website: Build and regularly update a professional website to reflect your evolving style. Optimize your website to improve its visibility in search engines for keywords relevant to your photography niche and location. 
• Completed VSCO profile: Maintaining a website can be time-consuming — so if you’re looking to get up and running quicker, a VSCO Pro Member profile is a great alternative. Showcase your work with multiple Galleries organized by genre or project, and include your work availability and experience to get discovered for photography jobs on VSCO Hub.
• It offers many of the same features as a professional website, but updating it is faster and simpler. Having an up-to-date VSCO profile allows you to connect with VSCO’s vast community of creatives, and get discovered by clients looking to hire photographers.
• Social media: Leverage image-centric social platforms like Instagram, Facebook, and Pinterest to display your work and build your audience with regular posts. Use hashtags and geotags to reach potential clients in specific areas or niche markets. 
• Email marketing: Start building an email list through your website and social media channels. Send regular newsletters showcasing your latest work, special offers, and behind-the-scenes content. Over time, try personalizing your communications with different segments of your audience (long time clients, first time clients, new leads, etc.) to build stronger relationships.
• Advertising: Consider paid advertising on social media channels or Google to target clients in specific demographics or locations. Depending on your target market, you could consider print ads in local publications or collaborations with local businesses to promote your work. 
• Referrals: Encourage previous clients to recommend your work by offering incentives like discounts and future sessions. 

By strategically combining these marketing and promotional tactics, you can significantly grow your photography business, attracting a wider and more targeted clientele.

Step 8: Streamline client interactions

Managing customers and contracts efficiently is vital for the smooth operation and professional reputation of your photography business. Effective onboarding, clear contracts, and excellent communication will ensure client satisfaction and repeat business. Here are key aspects to consider:

• Client Onboarding: Develop a standardized onboarding process for new clients to ensure consistency and professionalism. This might include a welcome packet that outlines your services, pricing, policies, and what clients can expect during their consultation or session with you.
• Client Questionnaire: Use questionnaires to gather essential information about your clients’ expectations, preferences, and specific requirements. Tailor questions based on the type of photography service (e.g., wedding, portrait, event) to ensure you meet their needs.
• Release Forms: Have a standard photography release form that grants you permission to use select images for your portfolio, website, or other marketing materials. Clearly explain the terms to your clients and ensure they understand their rights and privacy concerns.
• Client Contracts: Draft a comprehensive contract for each project that includes key elements like the scope of work, deliverables, timeline, pricing, payment terms, cancellation policy, and liability clauses. Ensure  contracts are clear, understandable, and avoid overly technical language that might confuse clients.
• Invoicing and Payment: Establish a straightforward and professional invoicing system. Include detailed breakdowns of services provided, costs, and clear payment instructions. Set terms for deposits, final payments, and acceptable payment methods. Timely invoicing and organized tracking of payments are vital for maintaining financial order and client trust.
• Clear Communication: Maintain open, clear, and professional communication with clients from initial contact to delivery of the final product. Be transparent about your processes, timelines, and any other expectations to prevent misunderstandings.‍
• Feedback and Follow-Up: After completing a project, consider designing a follow up communication with clients to gather feedback. This can help improve your services and client experience. For regular customers, sending a thank-you note or small gift at the end of the year is a great way to cement ongoing business.

How to start a photography business checklist

To help streamline the process as you determine how to start a photography business, here's a comprehensive checklist to guide you.

Step 1: Determine Your Salary and Income

• Research the average earnings in your photography niche.
• Set realistic income goals based on your specialization and experience.
• Consider your working hours (part-time, full-time, or side hustle) and goals.

Step 2: Build a Business Plan

• Outline your business description, including your style and services.
• Identify your target market.
• Conduct a competitive analysis.
• Develop a detailed marketing strategy.
• Create a financial model including projected revenues and expenses.

Step 3: Choose a Business Name

• Brainstorm business name ideas that reflect your brand and style.
• Do a trademark search at the USPTO website to see if your chosen name is confusingly similar to any trademarked name.
• Check for the availability of your chosen name with your secretary of state.
• Register your business name following local regulations.

Step 4: Define Your Legal Structure

• Consult with an accountant and/or attorney to determine the right legal entity.
• Register your business according to your chosen legal structure.
• Understand the tax implications of each structure.

Step 5: Obtain Business Licenses, Permits, and Sales Tax Registration

• Research necessary licenses and permits in your area.
• Apply for and obtain all required licenses and permits.
• Determine whether you need to register to collect and pay sales tax.

Step 6: Purchase Photography Equipment

• Invest in a high-quality camera and lenses.
• Acquire essential gear like tripods, memory cards, batteries, and lighting equipment.
• Consider the needs of your specialty when purchasing additional equipment.

Step 7: Figure Out Your Pricing Strategy

• Determine your specialty or focus.
• Conduct market research to understand standard pricing in your area.
• Calculate your labor and time investment for an accurate photography pricing model.

Step 8: Market Your Business

• Develop a strong and diverse photography portfolio.
• Build an SEO-optimized website.
• Complete a VSCO Pro Member profile.
• Engage on social media platforms like Instagram and Facebook.
• Start an email marketing campaign.
• Consider paid advertising online or in local media.
• Encourage referrals and word-of-mouth promotion.

Step 9: Streamline Client Interactions

• Establish an efficient client onboarding process.
• Use questionnaires to gather client information and preferences.
• Prepare standard photography release forms.
• Make sure to have comprehensive client contracts.
• Create a professional invoicing system.
• Maintain clear and professional communication throughout your projects.
• Implement a feedback and follow-up system post-project.

Additional Tips

• Stay updated with the latest trends and technologies in photography.
• Network with other professionals in the industry.
• Continuously develop your photography skills and portfolio.
• Keep track of finances and manage your budget effectively.
• Set aside time for personal projects to keep your passion alive.

How to start a photography business FAQs

How much will it cost to start my photography business?

This depends on how much equipment you need to acquire and where you operate your business. Between business registration fees, photography gear and other sunk costs, expenses can add up. While the total budget will vary, you should expect to spend somewhere around $5,000-$10,000 to account for initial operational costs to get your business up and running.

Do you need a license to be a photographer?

Nope, unless you’re taking photos in private businesses where you’ll need permission to shoot. You may need credentials for certain types of photography —  like photojournalism. Keep in mind also that, depending on the images you shoot and how they will be used, you may need to obtain publicity or copyright releases. You should consult with an attorney about any releases you might need. Additionally, as a small business owner, you will need to obtain licenses and certifications that can often vary on your location and exact business model. Zoning and building permits for any physical spaces, operator’s and seller’s licenses for retail transactions, as well as tax certifications are all things to consider when getting started.

Do I need an LLC for my photography business?

As noted above, several options exist for the legal structure of your business. While options like a sole proprietorship require less paperwork than an LLC, if you  plan to scale and grow your business in the future you might consider an LLC. Why? With an LLC, your business will have certain tax benefits and liability protection so that disgruntled clients can’t sue you for personal assets and you may be able to write off business expenses (like photography equipment) on your taxes. Note that this is specific to US residents, and you should discuss with your accountant to ensure that it fits your circumstances.

What are some mistakes to avoid when starting a photography business?

• Mistake #1: Underestimating the Importance of your Pricing Strategy: Setting your prices too low initially can pigeonhole you as a budget photographer, making it challenging to increase your rates later. Try establishing three price points and anchor your services against the top package. This approach positions you as a high-value photographer, even if most clients opt for the mid-range package.
• Mistake #2: Not Setting Clear Expectations: If you offer a free shoot, provide an invoice or document after showing the full price and discount given. This practice helps anchor your professional worth in the client's mind and sets clear expectations for future engagements.
• Mistake #3: Inadequate Equipment Planning: Always have a backup for essential equipment to avoid mishaps during shoots. But, balance this with prudent investment in gear. Over-spending on high-end equipment too soon can strain your finances. Seek recommendations and read reviews to make informed purchases that align with your business growth.
• Mistake #4: Overlooking New Opportunities: Early in your career, be open to various types of photography jobs. They can lead to unexpected opportunities and connections. Even smaller, less glamorous gigs can help build your portfolio and network.‍
• Mistake #5: Neglecting Content Marketing: Photography isn't just about visuals. Engaging written content is essential for SEO and online visibility. Google can't search images yet, so incorporating descriptive and keyword-rich text is vital for potential clients to find you. Share stories and details about your work in blogs or articles, and collaborate with venues or clients to widen your reach.

How to start a photography business: final thoughts

This guide has laid out the foundational steps for how to start a photography business so you can transform your passion for photography into a viable, profitable business. Remember, success in this industry is not just about capturing stunning images but also about strategic planning, savvy marketing, and excellent client relationships.

Build Your Photography Business with VSCO

As your business grows, so will your need to invest in your creativity. From advanced editing, to working with clients, to finding the perfect shot, there’s a lot more to photography than hitting the shutter. VSCO® is a community-driven platform that equips photographers to expand creatively and professionally. Membership provides the network, tools, and exposure your photography business needs to continue thriving. Build authentic connections and get hired for your unique style with VSCO Hub™.