5 ways to book more photography clients

Growing a photography business requires more than just great photos. You need to be visible, trusted, and easy to book. Here are five strategies that actually work.

1. Master your online portfolio

Your portfolio is your most powerful sales tool. Make it work harder.

Portfolio essentials:

• Curate ruthlessly: Only show your best work (less is more)

• Show variety within your niche: Same style, different subjects

• Lead with your strongest: Best images first

• Tell a story: Each gallery should have a beginning, middle, end

• Mobile-optimized: Most people browse on phones

Portfolio mistakes:

• Showing everything you've ever shot

• Inconsistent editing styles

• Poor image organization

• Slow loading times

• No clear call-to-action

Update regularly: Swap in fresh work every 2-3 months

2. Build a referral system

Your best clients come from referrals. Create a system.

Referral program structure:

• Referring client: $50 credit toward prints or future session

• New client: $50 off first booking

• Track referrals and reward promptly

How to encourage referrals:

• Deliver exceptional experience (exceeds expectations)

• Ask directly after gallery delivery: "Know anyone who needs photos?"

• Make it easy: Provide referral cards or shareable link

• Thank referrers personally

Word of mouth accelerators:

• Create shareable sneak peeks

• Encourage social media tagging

• Feature clients on your page (with permission)

• Make photos easy to share

3. Optimize for local search

When someone searches "family photographer near me," you want to appear.

Google Business Profile:

• Claim and fully complete your profile

• Add 20+ photos (variety of sessions)

• Collect and respond to reviews

• Post updates weekly

• Enable booking and messaging

Local SEO tactics:

• Include city/area in website copy

• Create location-specific pages if you serve multiple areas

• List on wedding/photography directories

• Ensure consistent NAP (Name, Address, Phone) everywhere

Review generation:

• Ask happy clients directly after gallery delivery

• Send follow-up email with review link

• Respond to every review (positive and negative)

• Aim for 30+ Google reviews

4. Leverage styled shoots and collaborations

Styled shoots fill portfolio gaps and create marketing opportunities.

Benefits of styled shoots:

• Create portfolio images you haven't been hired for

• Connect with vendors who refer clients

• Generate social media content

• Build relationships in your market

How to organize:

• Identify the gap in your portfolio

• Recruit vendors (florist, stylist, venue, models)

• Create mutual benefit (everyone gets photos)

• Share across all vendors' audiences

Collaboration partners:

• Wedding planners

• Florists and decorators

• Hair and makeup artists

• Venues

• Dress shops

• Other photographers (different niches)

5. Create content that attracts clients

Content marketing builds trust before you ever meet a client.

Blog content ideas:

• "What to wear to your [type] session"

• "How to prepare for family photos with kids"

• "Best photo locations in [your city]"

• "[Season] photography session inspiration"

• Client features with their stories

SEO benefits:

• Answers questions clients search for

• Improves Google ranking

• Demonstrates expertise

• Keeps your website fresh

Social media strategy:

• Instagram: Visual portfolio, Reels, Stories

• Pinterest: Long-term traffic, wedding/portrait planning

• TikTok: Behind-the-scenes, personality, reach new audiences

Content calendar:

• Blog: 2-4 posts per month

• Instagram: 4-5 posts per week

• Pinterest: 5-10 pins per day (can automate)

• Stories: Daily when possible

Bonus: Mini-session marketing

Mini sessions are a client acquisition strategy.

Why mini sessions work:

• Lower barrier to entry

• Attract clients who might not book full sessions

• Generate referrals

• Fill calendar during slow seasons

• Convert to full sessions later

Mini session best practices:

• Limit spots to create urgency

• Price appropriately (not too cheap)

• Deliver exceptional experience

• Follow up to rebook full sessions

Marketing timeline:

• Announce 4-6 weeks in advance

• Send reminders weekly

• Create urgency: "Only X spots left"

• Open waitlist when sold out

Implementation plan

Month 1:

• Audit and update portfolio

• Optimize Google Business Profile

• Start collecting reviews systematically

Month 2:

• Create referral program

• Plan first styled shoot

• Develop content calendar

Month 3:

• Execute styled shoot

• Publish 4 blog posts

• Analyze what's working, adjust

Measuring success

Track monthly:

• Website traffic

• Inquiry conversion rate

• Revenue per client

• Client source (how did they find you?)

• Repeat booking rate

Growing a photography business takes time. Stay consistent, track what works, and double down on your most effective strategies.