PART 2 OF 3: The Ultimate Guide TO a Successful Motherhood Portrait Business
In Part I: Laying the Foundation for Your Motherhood Portrait Business, we tackled the not-so-glamorous (but oh-so-important) side of running a photography business—making it legal. We also spent time getting crystal clear on your brand, your message, and who your dream clients truly are. Because when you know exactly who you’re speaking to, everything else—your marketing, pricing, and experience—falls into place so much more effortlessly.
Now, it’s time to take things a step further. In this next phase, we’re diving into the heart of building a sustainable, profitable business—setting your prices with confidence, selling products in a way that feels natural, and crafting a client experience that keeps people coming back. Let’s get started!
Part II: Elevating Your Motherhood Photography Brand
How should I set my photography prices? (And am I charging enough?)
Pricing is often one of the biggest struggles for new photographers. If you’re still setting your prices based on what you think people will pay (instead of considering what your time and skills are truly worth), it's time for a mindset shift. Pricing is so much more than just covering expenses—it’s about valuing yourself, your craft, and positioning your business for long-term success.
the right way to Set Your Photography Pricing
Start by calculating your cost of doing business (CODB) — these are your expenses like camera gear, editing software, website costs, insurance, and any other tools that help you run your business. Then, factor in how much you want to make annually. This will help you set a sustainable and profitable pricing structure.
Here’s a simple formula to get started:
(Annual Income Goal + Annual Expenses) ÷ Number of Sessions Per Year = Minimum Session Price
This will give you the bare minimum you should charge per session. But remember, pricing isn't just about covering expenses—it’s also about positioning yourself in the market. If you want to attract high-end clients who value your work, your pricing should reflect that, and you’ll want to communicate your value clearly.
I understand this process can feel overwhelming, so that’s why I created the Pricing Workshop. It’ll guide you through each step, helping you calculate your CODB accurately and develop a pricing strategy that works for you.
Should You Charge a Session Fee or a Retainer?
Let’s talk about two common pricing structures: session fees and retainers. You’ll want to carefully consider which option is best for your business.
Retainer vs. Session Fee: What’s the Difference?
Legally speaking, a session fee can sometimes be refundable, while a retainer is a fee paid to reserve your time and is generally non-refundable. To protect yourself, always use the term "retainer" in your contract. This ensures that your clients understand they are paying to secure their session, not just holding a spot they can cancel at any time. More on those below about how you can personally choose to handle refunds for canceled sessions.
So, why do I recommend a retainer over a session fee?
Session fees often cause confusion for clients. How often have you presented your pricing and had a potential client assume that the session fee is the total cost? If you’ve ever found yourself in this situation, you know it can be frustrating when clients think they’ve paid the full amount upfront—only to be surprised by additional charges later.
Another issue with session fees is that they require your clients to do math, but in the wrong direction. And let’s be honest: No one wants their clients doing math during a sales conversation! When clients see the session fee as a separate charge, they tend to focus on how much more they’ll have to spend and what they are paying for with the session fee, which can lead them to second-guess their investment.
Instead, I recommend the following approach:
"My collections start at $2,000. To reserve your session, a $500 retainer is due. This retainer will be applied to your final product purchase at our ordering meeting after the session."
This structure does a few important things:
Psychological shift: Clients now see the session as already “covered” and they can focus on choosing products.
Increased product purchases: While adding products to their order, they’re mentally subtracting the retainer. This makes the final price feel much more manageable, encouraging them to invest in higher-end products rather than just opting for digital files.
Boosts overall sales: This structure works particularly well with in-person sales. When it’s time to select products, the retainer is applied, and the math works in your favor—leading to higher averages in product purchases.
Choosing the Right PRICING Structure for Your Business
While the retainer + product purchase model tends to be the most effective for driving higher sales, there are other pricing structures to consider, too:
Session Fee + Product Purchase: In this structure, the session fee is separate from the cost of products, and clients make their product purchases after the session. This can be more challenging to manage because clients might not fully understand what the session fee covers, or they may mistakenly think the session fee is the total amount due for the entire experience..
Retainer + Product Purchase: This method is often the most successful for portrait photographers, particularly if you’re offering a luxury experience. Clients pay a non-refundable retainer to book their session, and then choose their products later. This model helps ensure that you have more control over the sales process and leads to higher average orders.
Upfront Packages: Offering packages upfront (for example, a maternity and newborn session package) can be appealing because clients know exactly what they’re getting. However, be cautious with this structure, as it can lock you into specific packages that may not align with the needs or wants of every client. Flexibility often leads to better results, particularly if you offer a customizable approach.
The key is figuring out which model aligns best with your goals. I personally love the retainer + product purchase structure because it supports in-person sales (which leads to better product choices, and higher sales!) and provides a more streamlined experience for both you and your clients.
A word on choosing whether your session fee or retainer is non-refundable: This is often a hotly debated topic among photographers. If your client cancels their session, should the session fee be refunded? What should you say in your contract? What’s the “kind” thing to do in the case of emergency? In the end, it’s up to you. My personal choice? I let my clients know that the retainer is refundable up to X days before the session. After this date, the session fee is nonrefundable but can be applied to a future date.
Remember: Pricing Is More Than Just Numbers
The way you set your prices should reflect the value you offer as a motherhood photographer. It’s not just about making ends meet—it’s about ensuring that your clients feel excited to invest in their portraits, and that you’re compensated for the art and experience you provide. Pricing is a balancing act between meeting your business goals and offering an exceptional client experience that makes them feel like they're getting the best.
The biggest mistake I see photographers make with their pricing
Basing their prices on what they could afford. We want to feel comfortable with our prices and this leads to keeping prices lower.
Not doing the math for the business they want to have in a few years. As you grow your business, your expenses will also grow. You also might want to give yourself a raise one day. Account for that in your pricing from day one.
They try to offer a luxury experience at basement prices.
The first step is to “do the math” based on the business you envision 2-3 years from now. Once you understand your cost of doing business per session, you’ll gain the confidence to set prices that reflect the true value of your work. You'll quickly realize that charging less simply isn’t an option.
✔ PRICING & BOOKING
☐ Calculate your Cost of Doing Business (CODB)
☐ Set your pricing based on your income goals and desired market position
☐ Choose between a retainer, session fee, upfront packages, or all-inclusive pricing
☐ Create a clear pricing guide for clients that makes your offerings easy to understand
☐ Consider offering packages or a retainer-based model to boost product sales during in-person sessions
The Importance of In-Person Sales
If you’re still sending digital galleries and hoping clients will order, you’re leaving money on the table. Meeting with clients after their session ensures they actually invest in products—and it provides a level of service that makes them feel truly cared for.
Why It Works:
Clients see their images BIG and understand the value of printed artwork.
You can guide them in choosing the best products for their home, making decisions easier.
It creates a high-touch experience that sets you apart and makes clients feel supported.
Many photographers in our coaching program have seen incredible financial growth by implementing in-person sales.
Beyond the numbers, clients love the personalized attention. Instead of feeling overwhelmed by choices, they appreciate having an expert guide them. When you make the process easy and enjoyable, they not only invest more—they feel more confident and excited about their purchase.
Start by inviting clients to an in-person or Zoom ordering appointment, showing them mockups of wall art, and guiding them to the best options. With this simple shift, you’ll see higher sales and happier clients!
THE ART OF SELLING
I’m incredibly passionate about serving clients in a way that creates lasting impact, which is why I developed The Art of Selling as a breakout course from my Get Rooted coaching program. In this self-paced course, I share all the tools and insights you need to confidently offer in-person sales and start seeing results right away.
Even if you're just starting out, you’ll quickly learn how to build meaningful connections with clients by sitting down with them after the session. You’ll get firsthand insight into the images they connect with most, understand which products resonate, and ultimately make larger sales. Why wait to become the photographer you want to be when you can start now! By offering this level of service, you will quickly establish yourself as a trusted photographer who not only captures beautiful memories but also offers a personalized, high-end experience.
✔ IN-PERSON SALES & PRODUCT DELIVERY
☐ Schedule an ordering session (in person or virtual) after each session
☐ Show clients mockups of wall art and albums
☐ Guide them in selecting the best products for their needs
☐ Deliver products in a polished, luxury presentation
Creating a Luxury Experience for Motherhood Photographers
Luxury isn’t just about high prices—it’s about a seamless, thoughtful experience that makes clients feel valued from start to finish. When mothers invest in a portrait session, they’re not just paying for images; they’re seeking a stress-free, elevated experience that makes them feel beautiful, celebrated, and cared for.
Here’s how to elevate your client journey and stand out as a luxury motherhood photographer:
1. Inquiry Brochure: Set the Tone from the Start
First impressions matter. A beautifully designed PDF or digital magazine should outline:
✔ Your pricing and collections
✔ What makes your experience unique
✔ Testimonials from happy clients
✔ Stunning visuals that showcase your work
When potential clients receive a polished, high-end brochure, they immediately perceive your brand as professional and exclusive.
2. Planning Guide: Remove Stress & Build Excitement
Most mothers feel overwhelmed when preparing for a session. Help them feel at ease with a session guide that includes:
✔ Wardrobe inspiration (with links to preferred dresses or rental options)
✔ Hair & makeup recommendations (offer referrals to luxury beauty services)
✔ Session timeline and what to expect
✔ Tips for partners & children to ensure a smooth experience
By anticipating and answering their questions before they ask, you create a sense of trust and ease that enhances their overall experience.
3. In-Person Ordering Meetings: Curate the Perfect Artwork
Instead of sending a digital gallery and hoping for sales, offer a personalized ordering appointment—either in person or via Zoom. This allows you to:
✔ Let their first impression be set to music so they feel their emotional impact
✔ Provide mockups of framed artwork in their own home and album designs
✔ Offer expert guidance on albums, prints, and heirloom products
Mothers appreciate being guided through the decision-making process, ensuring they invest in products that will be cherished for generations.
4. High-End Product Packaging: Make the Reveal Special
The presentation of your final products should reflect the premium experience you offer. Consider:
✔ Elegant wrapping with luxury tissue paper or silk ribbon
✔ Custom-branded boxes with a handwritten thank-you note inside
✔ A delicate wax seal or embossed logo for added sophistication
Clients should feel like they’re unboxing a special gift, reinforcing the value of their investment.
5. Small Gifts or Thank-Yous: A Lasting Impression
The final touch to a luxury experience is a thoughtful, unexpected gift. Consider:
✔ A high-end scented candle with calming notes for busy moms
✔ A box of artisanal chocolates as a sweet surprise
✔ A personalized card expressing gratitude for trusting you with their memories
Luxury isn’t just about the price tag—it’s about how you make clients feel. When mothers walk away feeling pampered, valued, and deeply connected to their portraits, they’ll rave about you to their friends, ensuring repeat business and referrals.
✨ Your goal? Make the experience so seamless, luxurious, and unforgettable that they can’t imagine going to anyone else. ✨
✔ CREATING A LUXURY CLIENT EXPERIENCE
☐ Design an inquiry brochure that explains your process & pricing
☐ Provide a planning guide with wardrobe and session tips
☐ Host in-person ordering appointments to maximize sales
☐ Package products beautifully with branded wrapping & handwritten notes
☐ Surprise clients with small gifts or thank you notes
Join me in the final post of this three part blog series tomorrow, February 27!
PART III: GROWING Your Motherhood Photography BUSINESS
In part three, we go deep into the following important topics when establishing yourself as a sought-after motherhood photographer:
How to Grow Your Portrait Business Organically
How to Create a Portrait Photography Website That Ranks on Google
How to Batch Content for Social Media and Blogging