You Should Probably Charge More
If you are booking more than 80% of your inquiries, your prices are too low. If you are working 50+ hours a week and barely covering expenses, your prices are too low. If you cringe when someone asks your rate, your prices are too low.
Raising prices is uncomfortable. This guide makes it less so.
Signs It Is Time
- You are fully booked 3+ months out. Demand exceeds supply. Price accordingly.
- You are turning away clients. If you are saying no because you are too busy, raise prices until you can say yes to fewer, higher-paying clients.
- Your expenses have increased. Gear, insurance, software, gas. If costs go up, prices must follow.
- Your skills have improved. The photographer you are today is better than the one who set your current prices. Your rates should reflect that.
- You resent the work. If you dread sessions because the pay does not match the effort, that is a pricing problem.
How Much to Raise
There is no universal formula, but here are benchmarks:
- Annual adjustment: 5-10% increase each year is standard and rarely causes pushback.
- Skill jump: After major education, portfolio upgrade, or publication, 15-25% is reasonable.
- Market correction: If you have been underpriced for years, 30-50% is sometimes necessary. Do it in two steps if it feels too aggressive.
Update your packages in creavio under Money > Packages. Old invoices are not affected. Only new proposals use the new pricing.
How to Communicate the Change
For New Clients
New clients never see the old price. Update your website, booking page, and pricing guide. No announcement needed. They are seeing your rates for the first time.
For Returning Clients
Returning clients deserve a heads-up. Send a personal email (not a mass blast) 30-60 days before the increase takes effect. Here is a script:
"Hi [Name], I wanted to let you know that my session rates will be increasing on [date]. I have invested significantly in my craft and business this year, and the new pricing reflects the level of service and quality I deliver. If you would like to book before the increase, I am happy to honor current pricing through [date]. I would love to work with you again."
Grandfather Clauses
For your best repeat clients, consider a grandfather period: "Your next session is at the current rate. After that, new pricing applies." This rewards loyalty without permanent discounting.
Handling Pushback
Some clients will push back. That is normal and actually a sign that you are pricing correctly. Responses:
- "That is more than I expected." → "I understand. My pricing reflects the full experience: planning, shooting, editing, and a professional gallery. I want to make sure every client gets my best work."
- "Your competitor charges less." → "Every photographer prices differently based on their experience, style, and deliverables. I am confident in the value I provide." Do not trash competitors.
- "Can you do a discount?" → "I do not discount my standard rates, but I have a smaller package that might fit your budget." Offer a lower-priced package, not a discounted version of the higher one.
The Math Check
After raising prices, track the impact in creavio's revenue reports. Compare:
- Booking rate before vs after (some decline is expected and healthy)
- Revenue per session before vs after
- Total monthly revenue before vs after
- Working hours before vs after
The goal: same or higher revenue with fewer sessions and more breathing room. If revenue drops significantly, you may have overshot. Adjust and find the sweet spot.
Raising prices is a business decision, not a moral one. You deserve to be paid for the value you create. Set your rates, communicate with confidence, and let the work speak for itself.