How to start a photography business

We understand that as a photographer, starting your own photography business is not just a way for you to make money, but also a way for you to realise your dream passion project as an artist. But let’s be honest–learning how to start a photography business in Australia is not a walk in the park. You’re probably wondering how to break into the industry without breaking your creative spirit in the process, while working with limited resources.

With the right strategy and the help of this guide, you can build a thriving photography business from scratch. You can figure out how to start a photography business, attract your first clients, manage logistics, and deliver stunning results.  Soon enough, these hurdles will become stepping stones to your success.

• Step 1: Identify the market of your photography business
• Step 2: Plan for seasonal trends in the photography industry
• Step 3: Research market rates and analyse competitors in the photography industry
• Step 4: Explore funding options for your photography business
• Step 5: Develop a strategic photography business plan
• Step 6: Register your photography business
• Step 7: Hire your photographers
• Step 8: Invest in the right photography tools and equipment
• Step 9: Find clients for your photography business
• Step 10: Get paid for your photography services!
• Boost your photography business today!

Step 1: Identify the market of your photography business

Knowing your audience helps you tailor your services and marketing efforts for maximum impact. This involves researching your local area to determine what types of services are in demand and how your offerings can stand out from competitors. 

Explore different types of photography services

Explore different types of photography styles to refine your offerings and cater to specific client needs.

Wedding photography

Wedding photography captures one of the most memorable days in a couple’s life. As a wedding photographer, you’ll document every precious moment—from the ceremony and candid emotions to group photos and romantic couple portraits.

Portrait photography

Portrait photography centres on individuals, families, or groups, highlighting personality and emotion. This type of photography service includes family shoots, corporate headshots, and even artistic or creative personal photos.

Event photography

Event photography focuses on candidly capturing the energy and key moments of any occasion. This includes events like birthdays, corporate functions, concerts, and community gatherings.

Product photography

Product photography creates visually appealing images of goods for advertising, online stores, and catalogues. It demands attention to lighting, composition, and detail to make products stand out.

Fashion photography

Fashion photography showcases clothing, accessories, and models for magazines, campaigns, and brands. It often blends artistry and storytelling with dramatic visuals and styling.

Travel photography

Travel photography preserves the beauty of destinations, cultures, and landscapes, often for publications, tourism boards, or stock photography. This also needs adaptability and a knack for visual storytelling.

Pet photography

Pet photography, as its name suggests, specialises in portraits of beloved pets to capture their unique personalities. Whether in a studio or a natural setting, pet photography often requires creative engagement and a genuine love for animals.

Stock photography

Stock photography takes versatile, generic images of landscapes, people, or objects for stock photo libraries. These images are licensed for use in ads, blogs, and websites, offering passive income opportunities.

Drone photography

Drone photography uses drones to capture stunning aerial perspectives. This service is ideal for real estate, weddings, landscapes, and commercial projects. Drone photography delivers unique views that are otherwise impossible to achieve.

Choose your photography business niche

Now that you know about the type of photography services you can offer, you can zero in on one and expand it or combine multiple types of services to form your niche and attract the right clients. Consider the following photography business niches to establish yourself in the industry:

Portrait photography niche

The portrait photography niche focuses on capturing individuals, families, or groups in posed or candid styles, for personal or professional use. It’s versatile and can accommodate family portraits, corporate headshots, and creative concepts.

• Pros: Steady demand from clients for diverse occasions.
• Cons: Highly competitive, so it requires a standout style and excellent interpersonal skills.

Wedding photography niche

Wedding photography documents one of the most important days in your clients’ lives, as they trust you to tell their love story through photos and videos. This requires technical expertise, creativity, and the ability to perform under pressure. This niche may also benefit from incorporating videography services.

• Pros: High potential for profitability and client referrals through satisfied couples.
• Cons: Intense workload, long hours, and high expectations for flawless results.

Commercial photography niche

The commercial photography niche involves creating high-quality visuals for businesses to use in advertising, branding, or product marketing. It’s often used for product photography, real estate photography, and food photography.

• Pros: Lucrative contracts and repeat business from corporate clients.
• Cons: Demands specialised equipment, precision, and adaptability to client needs.

Event photography niche

The event photography niche captures important celebrations and gatherings, from corporate functions to private parties and community events. Good reflexes, adaptability, and a great sense of timing are required if you’re planning to take over this niche.

• Pros: Steady demand for milestone celebrations and organisational events.
• Cons: Unpredictable lighting and environments can make consistent quality a challenge.

Landscape and nature photography niche

The landscape and nature photography niche focuses on showcasing natural beauty, often for prints, publications, or stock libraries. As a landscape photographer, you’ll need some travel experience and an eye for breathtaking compositions to do well in this niche.

• Pros: Opportunities to monetise personal creative projects and explore unique locations.
• Cons: Can be time-intensive with unpredictable income and market demand.

Decide on the service area for your photography business

Determining where to establish or expand your photography business is essential to its success. By identifying regions with the highest demand for photography services, you can position yourself in areas where your business is more likely to flourish.

The table below highlights the demand for photography services across various cities in Australia, based on Oneflare’s job posting data from 2024. We’ll break down the demand in each city and explore the factors driving the need for professional photographers in these areas.

City	Percentage Share of Total Photography Job Demand
Photography services in Sydney	37.2%
Photography services in Melbourne	30.8%
Photography services in Brisbane	9.9%
Photography services in Gold Coast	4.3%
Photography services in Perth	2.8%

Australian cities with the highest photography job demand

Sydney, with 37.2% of total demand, stands out as Australia’s largest hub for photography services. The city’s vibrant commercial scene, international tourism, and major events such as corporate conferences and weddings ensure a consistent and high demand for professional photographers. From portrait photography to promotional campaigns, Sydney’s diverse industries provide numerous opportunities for photographers to thrive.

Melbourne, accounting for 30.8% of the demand, is a close second. Known for its artistic culture and festivals, Melbourne offers opportunities in event, fashion, and advertising photography. Specialising in niche areas such as creative photography or corporate marketing photography can help you differentiate yourself in this highly competitive and culturally rich market.

Brisbane holds a significant 9.9% share of demand, driven by its rapidly expanding population and popularity as a wedding and outdoor event destination. The city’s growing business sector and role as a tourism gateway to Queensland create great opportunities for photographers focusing on commercial and travel-related photography. 

Australian cities with lower photography job demand

Outside these major hubs, smaller cities also offer opportunities for photographers like you. The Gold Coast (4.3%) and Perth (2.8%) have comparatively lower demand, but their markets are not without potential. The Gold Coast’s picturesque landscapes make it a hotspot for wedding and lifestyle photography, catering to both locals and tourists. Similarly, Perth provides opportunities in regional tourism and corporate photography, especially with its growing local businesses and small-scale events.

In these smaller markets, photographers can build strong client relationships by offering personalised services. Specialising in areas such as destination weddings, nature photography, or small business branding could help professionals establish themselves in these regions. Additionally, the lower competition in these areas provides a unique advantage for new photographers aiming to grow their portfolios.

Step 2: Plan for seasonal trends in the photography industry

Understanding seasonal trends in the photography business can help you manage demand fluctuations and optimise your operations.

For instance, wedding photographers often see a surge in bookings during the autumn and summer months when outdoor ceremonies are most popular. Similarly, event photographers experience high demand during corporate events and festival seasons. 

Some months bring a surge of customers, while others slow down, making it essential to plan ahead. Adapting strategically to these cycles ensures consistent revenue and business stability throughout the year.

Identify popular seasons for photography services

The most popular seasons for photography services are autumn and late spring, with April, May, and March consistently showing the highest demand, based on 2024 job posting data on Oneflare.

Key factors influencing these peak months include seasonal events, weddings, and tourism activities. Outdoor-friendly weather in these months also plays a significant role, particularly for event and wedding photography.

Peak season for wedding photography

Wedding photography sees its busiest months in April, March, and January. The pleasant weather during autumn (March-April) and summer (January) makes these months ideal for outdoor weddings, contributing significantly to the demand for professional photographers to capture these cherished moments.

Peak season for portrait and group photography

Portrait and group photography peaks in May, November, and September. Families and groups often book sessions during these months to create memorable keepsakes for the holidays (November) or capture milestone events in spring and autumn.

Peak season for event photography

Event photography experiences the highest demand in July, May, and April. Corporate events, mid-year conferences, and social gatherings frequently occur during these months, driving the need for professional event photographers to provide comprehensive coverage.

Peak season for product and fashion photography

Demand for product and fashion photography is the highest in October, July, and September. These months align with major fashion launches, product releases, and seasonal advertising campaigns, making them critical periods for photographers specialising in these fields.

Plan strategies to adapt to seasonal fluctuations

Seasonal demand can significantly impact a photography business, with weddings peaking in warmer months or holiday portraits surging near year’s end. Planning ahead for these seasonal changes can help you have a steady income that keeps your business thriving year-round.

Diversify photography services

To combat seasonal slowdowns, expand your service offerings to cater to different client needs throughout the year. For example, if wedding photography is slower in the off-season, consider focusing on portrait, product, or event photography. Offering a mix of services ensures that you’re not overly reliant on any one niche and that you can accommodate a broader audience.

Offer seasonal promotions 

Take advantage of specific times of the year by offering limited-time deals or discounts. For example, offer a special rate for family portraits around the holiday season or bundle packages for weddings during the summer. Seasonal promotions keep clients engaged. They also encourage bookings during slower periods.

Build partnerships with local businesses

Collaborating with local businesses can help you tap into new client pools. Partner with event planners, real estate agents, or wedding florists to get referrals or bundled service offerings. These partnerships create mutual benefits and ensure a consistent flow of leads throughout the year, regardless of the season.

Post on lead generation sites to secure recurring photography clients

Utilise lead generation platforms like Oneflare to connect with clients actively seeking photography services. Regularly updating your profile and responding to job listings increases your visibility and helps secure recurring clients, especially during slower months when you’re looking to fill your schedule. Engaging with these platforms keeps your business on the radar of potential customers year-round.

Register your photography business on Oneflare today and connect with clients searching for trusted photographers like you!

Step 3: Research market rates and analyse competitors in the photography industry

When you understand what other photographers in your area charge for their services, you can set fair prices that reflect your skill level. By studying competitors, you can also refine your services and stand out to your target audience.

Understand the cost of common photography services

Several factors influence the cost of photography services in Australia. One of the main considerations is experience and skill level. Experienced photographers with a strong portfolio or specialised skills can command higher rates. 

The type of photography service also plays a significant role—wedding photography, for example, is often priced higher due to the extensive hours, editing, and preparation required.

Location is another important factor, as pricing can vary based on the cost of living and demand in different areas of Australia. Photographers in metropolitan cities like Sydney or Melbourne typically charge more than those in regional areas due to higher overhead costs and increased competition.

Here’s a breakdown of the typical costs for various photography services in Australia:

Types of Photography Services	Price Range
Wedding photography cost	$700 – $4,000 per event
Portrait photography cost	$100 – $550 per session
Event photography cost	$100 – $600 per event
Engagement photography cost	$150 – $600 per session
Commercial or real estate photography cost	$150 – $500 per session
Pet photography cost	$100 – $300 per session

The prices listed above are approximate estimates and can vary depending on several factors. If you consider the duration of a session, longer events such as weddings or corporate functions that require more hours will naturally cost more than a quick portrait session.

Similarly, post-production work, such as complex editing or custom album designs, increases the amount of time spent on a project, raising the overall photography costs.

Decide how to charge for photography services

There are various ways to decide how much you should charge for your photography services. Choose a method that’s convenient for both you and your clients.

Hourly rate for short-term or time-specific photography services

Charging by the hour is ideal for short-term sessions such as headshots, small events, or product shoots. This method offers flexibility and transparency, allowing clients to pay only for the time spent.

Flat package rates for all-inclusive photography services

Flat package rates are common for services like weddings or family portraits, where a set price covers all aspects of the shoot, including the photographer’s time, editing, and deliverables. This payment method sets clear expectations on pricing and includes a comprehensive service, while allowing photographers to plan their time and resources efficiently.

Per-photo pricing for high-quality images

With per-photo pricing, clients pay based on the number of photos they wish to purchase. This pricing structure is ideal for those requiring high-quality images, or shoots where clients can select their favourite images. This allows photographers to charge for the value of each image while giving clients the flexibility to choose how many images they want to buy.

Day rates for longer photography projects

Day rates are typically used for extended sessions or larger projects, such as corporate events or real estate shoots, where the photographer is booked for an entire day. This ensures a stable income for longer shoots and is easier to manage for the photographer in terms of scheduling and planning.

Evaluate your unique selling points (USPs)

Think of how you can set your business apart from the competition by looking into your USPs. Consider our suggestions below and customise them for your target market.

Specialised photography expertise

A photography business that offers specialised expertise—such as wedding, commercial, or drone photography—stands out by focusing on a niche. Clients often seek professionals with specific skills and knowledge since they can expect higher-quality results tailored to their needs. This expertise builds trust and positions the photographer as a go-to specialist in a particular area, which can lead to repeat business and referrals.

Customised and personalised photography services

Offering customised and personalised services ensures that each client’s vision is met with attention to detail and creativity. Whether it’s tailoring a shoot to capture a unique family dynamic or designing bespoke photo packages for a wedding, this approach makes clients feel valued as their expectations are exceeded. Personalisation helps differentiate a business from competitors and fosters long-term client relationships.

Consistent quality of digital and printed images 

A strong selling point for any photography business is the ability to consistently produce high-quality images, both digitally and in print. Clients expect clear, sharp, and visually striking images, and providing this will build your reputation for reliability and excellence. Eventually, clients will be able to openly trust you to flawlessly capture their significant life events.

Value-added photography offerings

Including value-added services can enhance the client experience. Offerings such as album design, extra prints, or a sneak peek of photos not only provide extra value but also make clients feel special and appreciated. These can set you apart from competitors, creating a memorable experience that encourages clients to return and recommend the services to others.

Step 4: Explore funding options for your photography business

Securing funding for your photography business is an essential first step, and it’s crucial to seek professional advice before making any financial commitments. Consulting with financial planners and local accountants can help you understand the implications of each option and choose the best fit for your business goals. 

Self-funding

Self-funding involves using personal savings or funds from family and friends. This approach allows full control over finances without needing to meet lender requirements, although it also involves using personal financial resources.

Small business loans

Australian banks and financial institutions offer small business loans designed for startups. These loans generally require a business plan, financial projections, and a good credit history. Small business loans can provide the capital needed for startup expenses, with set repayment terms and interest.

Secured and unsecured business loans

Both secured and unsecured business loans are small business loans that can be viable funding options for purchasing initial photography supplies, equipment, and transportation assets. 

Secured loans offer manageable, low-interest rates, provided collateral is available. This collateral could include personal assets such as residential properties or assets associated with your photography business, like vehicles and equipment.

Meanwhile, an unsecured loan offers businesses fast access to funds without collateral. However, they generally have higher interest rates with shorter loan terms than secured loans, so the monthly payments can be higher. 

Government and industry programs

Certain Australian states provide grants and financial support for small businesses, especially those with innovative services. These programs are structured to assist with initial costs and often have specific application requirements and conditions.

The New Enterprise Incentive Scheme (NEIS) is one of the government programs in Australia that supports job seekers who want to start small businesses. This offers new entrepreneurs mentorship, accredited training, and income support to help them sustain themselves while establishing their businesses without requiring immediate profit. However, NEIS does not directly fund business costs, so startup capital would still need to be sourced separately.

Equity Investment

Startup photography businesses can secure significant funds without taking on debt that needs immediate repayment through equity investment. It’s a funding option where investors provide money to a business in exchange for ownership shares to get a stake in the company.

There are two types of equity investors: angel investors and venture capitalists (VCs). Angel investors are typically high-net-worth individuals who invest their personal funds into early-stage companies in exchange for equity. Meanwhile, venture capitalists are firms or groups that pool funds from multiple investors to support high-potential businesses.

Step 5: Develop a strategic photography business plan

Starting a photography business requires a well-thought-out business plan. This plan will be your roadmap, guiding you through each stage of starting and running your business. 

It should include key elements, such as:

• Executive summary
• Company profile
• Business description
• Market analysis
• Services offered and pricing strategy
• Marketing strategies
• Budget and cash flow forecast
• Operations plan
• Risk mitigation strategy
• Long-term growth plan

Now, let’s dive into the step-by-step process to create a business plan tailored to your photography business.

Draft an executive summary

First, begin with the executive summary, which is a brief overview of your photography business and your goals. This section gives readers a quick sense of what your business is all about. Summarise what services you’ll offer, your target market, and what sets you apart from competitors. It’s often best to write this last so it truly reflects the rest of your plan.

Write your photography company description

Your photography business plan also needs a clear company description. In this section, outline the foundational details of your photography business, including its legal business structure (e.g., sole trader, company, partnership, etc.), ownership details, business name, and location. 

Moreover, your company description should describe your business’s vision, mission, and core values. This section will provide essential context as you move into the more operational and financial specifics of your business plan.

Describe your photography niche and types of services

The next step is describing what your photography business will focus on, whether it’s wedding photography, portrait photography, commercial photography, or a specific niche like real estate, product, or drone photography.

Explain why you chose this niche and include a brief description of your target market. This could be families looking for timeless portraits, couples planning their dream wedding, or small businesses needing professional visuals to showcase their products and services effectively.

Analyse your market and define your customer base

Once you have completed writing your company profile and photography business niche, it’s time to define your customer base. First, you’ll need to conduct a market analysis to understand your target customers, local competitors, and industry trends. 

From there, outline who your ideal clients are, what they need, and how you plan to serve them better than competitors. This analysis will help you identify market gaps and inform your service offerings.

Outline your photography services and pricing strategy

Your business plan should also specify the types of photography services you’ll offer and your pricing approach. Consider the costs of supplies, labour, and other expenses to price competitively yet profitably. Plus, think about whether you’ll offer package deals, discounts for repeat clients, or seasonal promotions.

Detail your marketing and sales plan

For your marketing and sales plan, you need to map out how you’ll attract and retain clients. Detail your marketing channels—such as social media, SEO, or partnerships—and any customer loyalty or referral programs. Think practically about your initial steps to grow your client base and raise brand awareness in your target market.

Create a budget and forecast cash flow

The budget and forecast cash flow is a crucial part of your business plan. For this section, it’s wise to break down your startup costs, monthly operating expenses, and anticipated revenue. 

Include one-time expenses such as equipment and marketing materials, as well as recurring costs like supplies, transportation, and insurance. 

Then, project your cash flow to understand when you’ll reach profitability and how to manage finances through any seasonal ups and downs.

Establish an operations plan

The operations plan details how you’ll manage day-to-day operations, including hiring, training, and scheduling. Here, describe systems you’ll implement to maintain high-quality service, handle customer feedback, and manage bookings or billing. This section is key to ensuring smooth, efficient operations as your business grows.

Develop a risk mitigation strategy 

After the operations plan, develop a risk management plan to address potential challenges and safeguards for your business. Identify key risks when starting a photography business, such as equipment theft or damage, missed deadlines, client dissatisfaction, or liability issues during shoots. Outline safety protocols and detail the types of business insurance coverage needed, like public liability insurance or equipment insurance.

Conclude with a long-term growth plan

Lastly, conclude with a long-term growth plan to demonstrate your vision for the future and commitment to sustainable growth. In this section, you need to define both short-term and long-term objectives of your business, such as adding new photography services, increasing your client base, or expanding to new locations. Outline strategies to retain existing clients, such as loyalty programs, and how you plan to scale your marketing efforts. 

Step 6: Register your photography business

To start a photography business, you may need to obtain a specific photography business license, registrations,  and permits. As a business owner, it’s your responsibility to make sure you’re compliant with all applicable laws and meet your tax obligations. 

For information about registering your business or applying for an ABN, we recommend you check out this helpful information from the Australian government. 

Step 7: Hire your photographers

Building a reliable team for your photography business is essential for your company’s success and growth. Below, we’ll discuss how you can hire the right employees for your photography business and ensure that they meet your business’s needs.

Write job description

First and foremost, you need to create a job description that highlights your business and what you offer. Be transparent about job duties, hours, pay, employment type and any training opportunities. Describe specific tasks (such as wedding photography, portrait sessions, event coverage, or product shoots) and any qualifications or technical skills required. This helps candidates understand expectations from the start and ensures a good match for the role.

Most candidates also appreciate knowing the pay range, benefits, or potential for growth within the company. If you offer flexible hours, a supportive team environment, or training for new employees, mention these aspects. This can make your ad stand out and attract applicants who genuinely want to be part of a stable, rewarding role in a growing company.

Use local Australian platforms to advertise your job

After crafting the job ad, post it on multiple platforms to maximise its visibility. To reach the best candidates and hire photographers effectively, you may consider advertising on platforms that are popular and effective in Australia, such as:

• SEEK – Australia’s largest job board, ideal for professional job seekers across industries.
• Indeed Australia – a wide-reaching job platform, popular among full-time and part-time job seekers.
• Jora – a job aggregator that pulls listings from various sources, increasing visibility.
• Workforce Australia – a free job advertising service from the government, suitable for small business owners.

You might also consider posting on social media platforms such as Facebook, LinkedIn, or Instagram if you have a business page. For a local touch, posting on community boards or participating in job fairs can attract applicants in your area. 

Don’t overlook employee referrals, either—current employees often know reliable candidates, and offering a referral bonus can incentivise them to help bring in great new hires.

Screen and interview thoughtfully

As applications start coming in, review them carefully to find candidates with the right qualifications and experience. Conduct initial interviews with the most promising applicants to gauge their interest in the role, photography skills, and alignment with your business. 

This is the perfect chance to ask questions that reveal their previous experience, problem-solving abilities, and reliability. For example, you might ask how they managed challenging shoots in the past, adapted to unexpected changes in lighting or weather, or handled tight deadlines while meeting client expectations.

It’s also helpful to perform criminal history checks and reference checks to ensure the trustworthiness of your candidates. This is particularly important if your photographers will work in sensitive environments like offices or schools. A quick call to past employers can provide insight into their reliability, history, and work quality. 

Make an offer and onboard your new hire

When you’ve selected your top candidate, make a clear and detailed job offer that outlines pay, benefits, work hours, and expectations. 

Once they’ve accepted your offer, the next step is running a smooth onboarding process to set up your new hires for success. Begin with training sessions to go over your photography business’s standards, client interaction guidelines, and any workflows or editing protocols they need to follow.

If possible, have them shadow an experienced team member for their first few shifts so they can learn on the job. After their first week, check in with them and provide feedback to support their improvement and integration into the team.

Offer ongoing support and fair treatment

A supportive work environment promotes employee retention. Openly address concerns about shifts, workload, and safety. This initiative will help create a positive work culture that encourages loyalty and productivity among your team members. 

Step 8: Invest in the right photography tools and equipment

Investing in the right tools and equipment is crucial for delivering professional-quality photography services. Start with a reliable camera body and versatile lenses suited to your niche, such as a wide-angle lens for landscapes or a portrait lens for headshots.

Accessories like tripods, lighting kits, memory cards, and editing software should also be part of your essentials. Focus on quality over quantity. Invest in gear that will last and expand your toolkit as your business grows.

Bear in mind, though, that each photography niche requires specialised tools and equipment. Here’s a breakdown of some key tools and equipment, and their estimated costs:

Photography Tools and Equipment	Price Range	Where to Buy
Camera (DSLR or mirrorless)	$800 – $5,000	Camera House, JB Hi-Fi, Amazon
Lenses (prime, zoom, or specialty)	$300 – $3,000	Ted’s Cameras, DigiDirect, eBay
Tripod	$50 – $500	CameraPro, Harvey Norman, Amazon
Lighting equipment (softboxes, LEDs)	$150 – $1,500	B&H Photo, DigiDirect, JB Hi-Fi
Editing software (e.g., Adobe Suite)	$20 – $80 per month	Adobe.com
Cloud storage and backup	$5 – $30 per month	Google Drive, Dropbox, OneDrive
Photography backdrops	$50 – $300	Backdrop Shop, Amazon
External hard drive (1TB or more)	$80 – $300	Officeworks, JB Hi-Fi, Amazon
Memory cards (SD/CF)	$20 – $150	Officeworks, Camera House, eBay
Drone for aerial photography	$1,000 – $3,500	DJI, JB Hi-Fi, DigiDirect
Camera bag	$50 – $300	Lowepro, Harvey Norman, Amazon

Note: Costs may vary depending on brand, quality, and specific business needs.

Step 9: Find clients for your photography business

Finding out how to get more clients for your photography business is crucial for growing your brand and building a steady stream of income. Strategies such as building a website and leveraging social media will help you connect with potential clients and establish a strong client base.

Expand your online presence

The strength of your online presence can make or break businesses these days, especially if you have a photography business that offers media services. Your clients need to see what you offer and online websites and social media pages offer a great opportunity to showcase them.

Build your photography business website

A website is essential for establishing your photography business’s credibility and providing clients with easy access to your services. It allows potential clients to learn about your offerings, view testimonials, and request quotes directly. Working with a web designer can ensure a user-friendly, optimised site that effectively showcases your services and improves search visibility.

To guide you, we’ve compiled examples of successful photography business websites that display the effectiveness of building a good website to boost brand credibility and improve customer experience. 

David Madden Photography

David Madden Photography’s website has a simple structure that’s easy to adopt if you’re just starting out. It immediately emphasises that they specialise in wedding photography, and as you scroll down the home page, you can see the versatility of their work with colours and textures in their photos. 

It’s also convenient to get in touch with the photographer since there are options to do so at the top, middle, and bottom of the page. The page also includes testimonials from satisfied clients, adding to their credibility.

Love is Light Wedding Photography

Love is Light Wedding Photography’s website is flush with beautiful photos of gorgeous couples and wedding guests. It shows a lot of people having fun, which is what clients want during weddings. They showcase some of their strengths such as attention to detail and editing services, but also establish their branding as kind and friendly to people who are awkward or don’t like being photographed. This clearly states their niche target market. 

Sean Reefman Photography

Sean Reefman Photography’s website tastefully features testimonials and rave reviews throughout the home page. This is a good strategy to consider to remind customers of why they should avail of your services. Apart from these, the service packages they offer as well as featured photo galleries from their most successful events are easily accessible for reference. And with a sticky header that contains their contact button, clients can also get in touch with a simple click.

Post on lead generation platforms

Posting on lead-generation platforms is one of the most effective ways for photography businesses to find clients. These platforms connect you directly with clients actively searching for photography services, providing an immediate source of leads. 

Oneflare, in particular, allows you to showcase your photography expertise without upfront fees, making it easier to attract clients with minimal risk. This platform’s job posting system helps bring in quality leads and enables you to specify job types, budgets, and locations, so you can target projects that fit your capabilities and business goals.

Get started on Oneflare by registering your photography business today—connect with clients, post targeted jobs, and grow your business with ease!

SEO and paid search for visibility

SEO and paid search improve your website’s visibility in search engine results, attracting organic traffic. While effective, SEO requires regular updates and can be costly in competitive areas. Consulting an SEO specialist helps implement ranking strategies to boost your business’s online presence.

Social media advertising

Social media advertising helps you reach a wide audience and showcase your photography portfolio visually. Targeted ads on Facebook, Instagram, and even TikTok can attract local clients, but maintaining a presence requires ongoing posting and budget management. A social media manager can optimise your campaigns for consistent engagement.

The following sections provide samples to inspire you and give you an idea of how lead generation works for photographers via social media. They showcase effective strategies for boosting a photography business’s visibility on Facebook, Instagram, and TikTok. 

Image Style Studio – Facebook advertising

Image Style Studio has a straightforward marketing style. They take photos and post them with short descriptive captions and hashtags. This strategy often works as long as you’re also posting consistently as they do, with at least one album post per month. With a similar type of content for the most part for each post, the focus is mostly on the photos they take. 

A quick scan through their Facebook page will help you see the diversity of their services, from events, weddings, and portrait photography among others. The variety of options is very attractive to a wide range of customers.

Carlita Sari – Instagram advertising

Calita Sari’s Instagram account features an attractive grid that truly embodies the “world of colour, fun and magic” in her bio. This way, the photographer is able to show that they can deliver what they promise. They also make use of their story highlights to feature reviews and community updates. 

This photography business account doesn’t have a lot of gimmicks in its content strategy. Even their reels are more like slideshows of photos they’ve taken. However, their high engagement could probably be attributed to their consistent posting on their grid and stories plus a sincere content creation that speaks to their target audience.

FVM Photography- TikTok advertising

FVM Photography’s TikTok account incorporates a social media marketing strategy that prioritises trends. Their content is composed mostly of point-of-view or POV-style videos with a few tutorials, unboxings, and comment responses sprinkled in between. 

The types of content that they post are easy to make, fun, and relatable, making them likely to go viral since you can make a lot of content in a short amount of time when they can be easily picked up by the social media algorithm. This allows you to reach clients you wouldn’t otherwise reach without social media.

Build your photography’s reputation through reviews and referrals

A strong reputation is key to long-term success. Encourage satisfied clients to leave reviews on your website or lead platforms like Oneflare to boost credibility and attract new clients. Consistent reviews on a platform ensure reliable feedback, helping potential clients trust your quality.

Take bookings and manage quotes efficiently

Responding quickly to quote requests can also help you win jobs, as clients often select the first reliable response. In fact, Oneflare data reveals that 60% of winning quotes are submitted within 60 minutes of the job posting, highlighting that faster quotes significantly boost job success rates. 

Here are some tools that can help with automated booking and quoting:

• Calendly – Enables easy scheduling by allowing clients to book available time slots directly, reducing back-and-forth communication.
• Square Appointments – Provides booking, invoicing, and payment processing in one platform, helping streamline the client experience.
• Setmore – Offers online booking with customisable reminders, plus client management and integration with social media for easy appointment setting.
• HoneyBook – Combines booking, quoting, and invoicing, letting you automate responses and manage projects all in one place.
• Zoho Bookings – Integrates with Zoho CRM to manage client relationships, offers automated reminders, and allows for easy rescheduling.

These tools help you automate responses, manage quote requests, and follow up with clients, ensuring that no lead falls through the cracks. 

Step 10: Get paid for your photography services!

Now that you have everything set up, from choosing your business niche and setting up your service area, to finally finding your clients, it’s time to finally get paid for your photography services.

Choose a reliable accounting software

Managing payments is a lot easier with a dedicated accounting system. This will save you time, reduce errors, and give you a clear picture of your finances.

Some popular accounting software options commonly used in Australia are:

• Xero – easy-to-use software with invoicing, bank feeds, and reporting.
• MYOB – offers payroll, tax tracking, and inventory management.
• QuickBooks Online – handles invoicing, expense tracking, and payments.
• Reckon One – customisable and budget-friendly, with modules for payroll and invoicing.
• Sage Business Cloud Accounting – simple solution for expense tracking and payroll.

Create a photography business invoice

Creating a professional invoice template is essential to get paid quickly. The invoice should clearly list your services, rates, and payment terms. 

Many accounting platforms offer customisable blank photography invoice templates, but you can start with free templates and modify them as needed. Consider these free photography invoice templates as a guide:

Canva’s photography invoice templates

It’s easily customisable with fields for services, rates, and payment terms. You can also add your logo and other brand elements to maintain consistency across all client communications.

Conta’s photography invoice templates

It provides a customisable, downloadable template specifically tailored for various businesses, such as photography businesses. The good thing about these templates is that they’re compatible with Google Docs, Microsoft Word, and Excel, allowing you to easily tailor them as needed.

Microsoft Office’s photography invoice templates

It offers free invoice templates that are straightforward and professional and can be saved as a PDF. Even better, they have Excel-based templates that can automate calculations, streamlining the billing process and reducing errors.

Zoho’s photography invoice templates

The template offers a clean and organised layout, ensuring clarity and professionalism in client communications. It includes essential sections such as service details, additional charges, taxes, and terms and conditions, facilitating accurate and transparent billing.

Set up a bank account for business payments

Separating personal and business finances with a dedicated bank account makes it easier to track income, manage deposits, and handle reconciliations. Most banks offer online options specifically for businesses, streamlining all your financial needs in one place.

Offer digital payment options

Make payments easy and convenient for clients by providing digital options like Apple Pay, Google Pay, credit cards, and bank transfers. Many clients, especially those booking photography services through platforms like Oneflare, prefer the flexibility of paying directly from their devices. Offering digital payments not only enhances client satisfaction but also speeds up the payment process, helping you maintain a reliable cash flow.

Establish clear payment terms

Define your payment terms upfront to avoid confusion—include due dates, late fees, and preferred payment methods. Clear terms, such as a 14-day payment window, help maintain a steady cash flow and foster professional client relationships.

Capture the moments that matter–boost your photography business today!

Having your passion as a local photographer rely on capturing the most important moments in people’s lives is a great opportunity, from taking someone’s headshots while they’re job hunting to capturing a married couple’s first dance. Here, we’ve laid out everything you need to turn your passion project into a viable business and to help make people’s dreams come true. 

If you’re ready to take your photography business to the next level, register your business on Oneflare and connect with local clients who are actively looking for expert and trustworthy photography services. By creating a profile, you can easily showcase your work, gain new leads, and build lasting relationships with customers in your area.

Don’t miss out on the opportunity to expand your reach and boost your visibility—join Oneflare today and start capturing the moments that matter for your clients.

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FAQs on how to start a photography business

What social media platform is best for photographers?

The best social media platform for photographers is Instagram since it’s  highly visual and allows photographers to showcase their portfolios, engage with followers, and connect with potential clients.

How do I showcase my photography portfolio?

To showcase your photography portfolio, create a professional website that highlights your best work. Then, you can organise it by categories or themes, and include detailed information about your services. You can also use social media platforms like Instagram to share your photos, engage with your audience, and build an online presence.

How much does it cost to start a photography business?

The cost of starting a photography business in Australia can vary widely depending on the scale of the business and the equipment required. On average, you can expect to spend between $15,500 to $23,500 for essential startup costs. This includes purchasing high-quality camera gear (lenses, bodies, and accessories), a computer for editing, software subscriptions (such as Adobe Lightroom or Photoshop), business registration, insurance, and a website.

Additional costs may include marketing, studio or office space (if necessary), and ongoing expenses for things like prints or travel.