There comes a time in every freelance photographer’s career when they realise they’re doing better work—but still charging the same as they did three years ago.
You’ve improved. Your photos are sharper, your clients are happier, and your calendar is fuller. But your income? It’s stayed exactly where it was.
You know it’s time to raise your rates. But the fear creeps in: what if everyone disappears? What if no one hires you again? What if raising your prices means raising goodbye to your clients?
Let’s be clear: the clients worth keeping won’t vanish just because you’re charging a fairer rate. And the ones who do disappear? They were holding you back.
When It’s Time to Raise Rates
Here are some signs it’s not only acceptable—but overdue:
- You’re constantly booked, but still feel like you’re scraping by
- You’re turning away work because there’s no time left in your week
- Clients refer you to others who expect miracles on a shoestring
- You’re tired, burnt out, and starting to resent jobs that used to excite you
Raising your rates isn’t about greed. It’s about sustainability.
How to Do It Gracefully
Raising rates doesn’t have to be dramatic. It can be calm, clear, and kind:
- Give notice. If you have regular clients, let them know in advance. One or two months is enough.
- Be transparent. Don’t hide it or apologise for it. Just explain that your rates are changing to reflect the time, quality, and service you provide.
- Offer transitional options. For loyal clients, you might offer one final shoot at your current rate, or create a package that softens the shift.
- Add visible value. New editing style? Better delivery? Mention improvements if they exist—but don’t invent them to justify the price. You are the value.
What to Say
You don’t need a dramatic announcement. A simple, warm message will do. Here’s a sample:
“Hi [Name], just a quick heads-up that from [Date], my photography rates will be increasing. I’m proud of the work I’ve done and grateful for your support. If you’d like to book a session at the current rate before then, just let me know. Hope to work with you again soon!”
And if someone asks “why the change?” you can say:
“As demand has grown and the time I put into each shoot has increased, I’ve had to adjust my pricing to keep things sustainable. I still aim to deliver the same (or better) quality and care with every job.”
What Happens Next
Some clients will leave. And that’s okay.
But here’s what usually happens instead:
- Some stay, without blinking
- Some leave, then come back later
- And new clients show up—the kind who don’t haggle, don’t ghost, and don’t ask for “just a few more edits”
Higher prices don’t just change your income. They change the entire energy around your business.
Growth Isn’t Greedy
Raising your rates doesn’t mean you’re greedy or arrogant. It means you understand what it takes to run a real business.
And the right clients? They don’t vanish when your prices go up. They simply start to respect them.
Need help setting the right price? The Little Book of Pricing is a practical, honest guide for freelance photographers who want to stop guessing and start earning.
