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160. A Beginner’s Guide to Building a Sustainable Photography Business
Feeling inspired to turn photography into a career but unsure where to start? Whether you’re just getting started or know someone beginning their journey, this guide offers practical advice on building a sustainable and profitable photography business.
The Unexpected Path to Photography
Most photographers don’t plan this career from the start. One day, you have a camera, a passion—and suddenly, you’re a photographer. But running a business is a whole different skill set. The sooner you start treating your photography as a business, the easier it will be to avoid common mistakes like underpricing and burnout.
Setting Up Your Business Legally and Financially
From day one, register your business properly and open a separate business bank account. Accounting rules vary depending on where you live, so check your local requirements to stay compliant. Getting this sorted early will save you from headaches down the road.
Pricing Your Work the Right Way
Many new photographers set their prices based on what others charge—but you don’t know what’s going on behind the scenes in their business. To make sure your business is actually profitable, calculate your pricing based on your living expenses and business costs. While you may start with lower rates (or even work for free to build your portfolio), be transparent with clients about your experience and growth.
Finding Your Niche
Trying out different types of photography in the beginning is totally fine, but narrowing your focus later will make marketing much easier. Who do you enjoy working with? Small businesses, wedding couples, new parents? The more specific you are, the easier it will be for your ideal clients to find you.
Marketing Yourself Without Overcomplicating It
You don’t need a big launch to start getting clients. Begin by letting people know you’re a photographer. Use social media, and set up a simple website. Happy clients will spread the word and help your business grow naturally.
Setting Boundaries Between Work and Life
Running your own business can take up all your time if you let it. Set clear boundaries from the start—make time for yourself, your family, and things you enjoy outside of work. Creating systems for emails, workflows, and client management will make everything easier to manage.
Preparing for Slow Seasons
Every photographer goes through slow periods. Instead of stressing, use the time to improve your business—update your website, refine your marketing, or develop new services. Being prepared will keep you moving forward even when bookings are low.
You Can Do This—Even as a Beginner
It’s okay to be new and still learning. As long as you communicate honestly with clients and set realistic expectations, you’ll build trust. A strong foundation and transparency will help you create a business that lasts.
If you have any questions, feel free to reach out to me on Instagram @ingvildkolnes. Starting a photography business can feel overwhelming, but with the right approach, it’s absolutely possible. I’m here to help you make the process easier. You’ve got this!
Want more?
Ingvild Kolnes is the host of the Sustainable Photography Podcast, an educator for photographers, and is ready to help you with your photography business.
hi, I’m ingvild
This podcast is all about education and inspiration for photographers. A sustainable business is profitable and lasting. Instead of short-term wins you want to make sure you’re doing things that matter. Both to yourself, and to create the business you want. The goal of this podcast is that it will help you build and structure your business around your life, instead of the other way around.
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