How to Build a Successful Photography Business: Key Strategies to Thrive

Starting and growing a photography business can feel like a huge undertaking. From attracting clients to pricing your services profitably, it’s easy to feel overwhelmed by the sheer number of decisions you need to make. But trust me—learning how to build a successful photography business is absolutely doable with the right strategies in place.

In fact, I recently had the opportunity to talk about this on This Can’t Be That Hard, a podcast dedicated to helping photographers succeed. During the episode, I shared some of the strategies and systems that have been game-changers for me in my 12+ years as a family and portrait photographer. One of the highlights was diving into intent-based marketing strategies like Google Ads and how they’ve transformed my business. If you haven’t listened yet, I highly recommend giving it a play—you’ll find even more inspiration to help your business soar.

Today, I’m excited to dive deeper into what it takes to create a successful photography business, including the key lessons I’ve learned from my own journey and the System for Success I’ve developed:

1. How to Build a Successful Photography Business: Know Your Ideal Client

Everything starts with knowing who you’re serving. Ask yourself:

• Who are my dream clients?
• What do they value most in photography?
• Why would they choose me over someone else?

This isn’t just about narrowing your niche—it’s about understanding the needs, emotions, and desires of the people who will invest in your services. In the podcast episode, I shared a simple but powerful exercise I use to define my ideal client: picture a blue stick figure representing your perfect client, then describe everything about them, from their personality to their priorities.

Once you know who you’re targeting, you’ll be able to tailor everything—from your marketing to your client experience—to attract and serve them better.

2. Master Intent-Based Marketing

If you’re tired of chasing clients on social media, it’s time to shift your focus to intent-based marketing strategies, like SEO and Google Ads. These methods allow you to connect with people actively searching for a photographer, so you’re reaching potential clients who are ready to book.

On the podcast, I talked about how intent-based marketing has completely transformed my business. Instead of shouting into the void on platforms like Instagram, I use strategies like Google Ads to drive traffic to my website and generate high-quality leads. This approach has helped me attract clients who value my expertise and are willing to pay for it.

If this sounds like something you want to learn more about, I also offer a bootcamp specifically designed to teach photographers how to simplify and succeed with Google Ads. It’s the perfect way to kickstart how to build a successful photography business through intentional marketing efforts.

3. Create a Website That Converts

Your website is your virtual storefront, so make it count. You need more than just a pretty design—you need a website that guides potential clients toward booking.

Here are a few tips to make sure your website is working for you:

• Include a clear call-to-action on every page.
• Use testimonials and portfolio images to build trust.
• Optimize your site for mobile (most people will visit from their phones).

During the podcast, I touched on why having a strong website is critical for converting leads from your marketing efforts. When someone clicks on your ad or finds you through a Google search, they need to land on a page that makes them feel confident in booking you.

4. Offer an Exceptional Client Experience

From the first inquiry to the final gallery delivery, your client experience is what sets you apart from the competition. In my business, I focus on making every client feel valued, cared for, and supported. This includes:

• Prompt communication.
• Clear expectations (like a detailed session guide).
• A seamless session experience where clients feel relaxed and comfortable.

When you provide an exceptional experience, your clients will not only rave about you—they’ll also come back again and again.

Final Thoughts

Learning how to build a successful photography business takes time, effort, and a commitment to growth. But with the right systems and strategies, it’s absolutely within your reach.

If you’re looking for even more tips and inspiration, don’t forget to check out my interview on This Can’t Be That Hard! We cover everything from defining your ideal client to mastering intent-based marketing—and I think you’ll walk away with plenty of actionable ideas to implement in your business.

Got questions or want to share what’s working in your business? Drop a comment below—I’d love to hear from you!

Lindsay, the owner and photographer of Lindsay Herkert Photo Co. With over 12 years in family photography, she has built her business twice—first in San Diego and then again in Austin after an unexpected move in 2017. Determined to create a business that worked for her, she focused on intent-based marketing through Google, a game-changing strategy that led to a fully booked calendar and the flexibility to prioritize her family. Now, she is passionate about helping other photographers skip the trial and error, build a sustainable business, and attract their ideal clients.