Having top-notch gear and an incredible eye for portraits feels amazing. But let’s be honest: staring at a completely empty booking calendar? Not so much.
Taking great photos is only about 20% of the job. The other 80%? That’s marketing and client acquisition. Trying to find your first few portrait clients, or trying to build a steady stream of them, is a constant struggle. But it’s easier said than done, especially if you don’t know where to start.
Sometimes we feel stuck in the process of growing our business. Have no fear, your marketing guide is here! Let’s break down exactly how you can start getting more portrait photography clients, step by step.
Phase 1: The foundation of attracting portrait photography clients
1. Define your portrait photography niche
Being a “jack of all trades” might sound like a safe bet to get more bookings, but it’s actually a trap. Specialization is where the real power is.
If you try to appeal to everyone, you end up appealing to no one. Think about your Ideal Client Avatar (ICA). Are you shooting sleek, corporate headshots for local CEOs? Or are you shooting moody, fine-art maternity portraits?
Your brand voice, your pricing, and your visual style need to align directly with that specific niche. Once you know exactly who you are talking to, marketing your photography business becomes a lot easier.
2. Curate a portrait portfolio that sells
The golden rule here is simple: “Show what you want to shoot.”
You need to be ruthless when curating your website. Quality always beats quantity. If you want to shoot high-end editorial portraits, don’t keep those casual family BBQ photos from 2018 in your main gallery.
Organize your website galleries so that your ideal client immediately recognizes themselves in your work. When they see your site, they should think, “Wow, this is exactly what I need.”
Phase 2: Inbound marketing for portrait photographers
3. Optimize local SEO to get photography bookings
You can have the best portfolio in the world, but if nobody can find it, it doesn’t matter. You absolutely need to claim and optimize your Google Business Profile. It’s free, and it’s how locals find you when searching for a portrait photographer.
Weave local keywords seamlessly into your website copy, image alt text, and meta descriptions. Don’t just write “Portrait photographer.” Write “Brooklyn senior portrait photographer” or “Antwerp corporate headshots.”
Oh, and consistency is key. Make sure your Name, Address, and Phone Number (NAP) are exactly the same across all websites and directories.
4. Establish authority through photography blog content
Blogging isn’t dead; it just needs to be helpful. Create client-centric blog posts that actually answer their questions. Think along the lines of “What to wear for your fall family portraits” or “Top 5 indoor studio locations in Antwerp.”
Share technical behind-the-scenes content on your blog or social media to build trust. I can also recommend using video content, such as Reels or TikTok. It shows your personality and makes you relatable. Clients want to know who is behind the lens before they book their portrait session!
On my corporate headshot website, I have articles on how to smile, whether you should smile, the impact of background on the image, and much more.
Phase 3: Outreach strategies to find portrait clients
5. Use social proof to get more photo bookings
Let me tell you: testimonials are your best sales reps. The psychology of social proof is massive. If other people trust you, new portrait clients will trust you too.
Display your reviews prominently on your landing pages and social media. And when you post a great portrait on Instagram, tag your clients (with their permission, of course!). Their networks will see your work, and word of mouth will naturally start to flow.
6. Grow via networking and local business partnerships
Don’t just hide behind your computer screen. Get out there and build B2B (business-to-business) referral partnerships.
For portrait photographers, your best friends are makeup artists, hair stylists, boutique clothing stores, and local modeling agencies. Set up mutually beneficial cross-promotion agreements.
Also, go to local community events. Join the local Chamber of Commerce. Sometimes, just grabbing a coffee with other local business owners can work wonders for your client list.
7. Run targeted ads for your photography business
Once your organic foundation is in place, you might be ready to run ads.
Google Search Ads are fantastic for capturing high-intent users (people literally typing “portrait photographer near me” into Google). Meta and Instagram Ads, on the other hand, are great for building awareness by targeting specific demographics.
If you don’t have a massive budget, just try a low-budget retargeting campaign. You can specifically target people who visited your portrait pricing page but didn’t book. It’s a gentle reminder that you’re still there!
Phase 4: Client retention and photography referrals
8. Perfect the client experience to win more referrals
Your marketing doesn’t stop when the client books. A frictionless onboarding process is crucial. Use automated contracts, questionnaires, and scheduling tools to make their life easy.
Pre-shoot preparation is just as important. I always recommend sending styling guides or mood boards, or having a quick discovery call.
Give them “surprise and delight” moments. Send a 24-hour sneak peek. Write a handwritten thank-you note. Send them an unexpected physical print in the mail.
Finally, implement a structured referral program. Reward your past clients with a discount on their next shoot for each new photography client they refer. Turn your happy clients into your personal marketing team!
Conclusion
At the end of the day, consistent marketing yields consistent bookings. It really is that simple. Building a solid client base as a portrait photographer is a marathon, not a sprint. You have to put in the work and have a little patience.
Don’t wait for the clients to magically appear. Pick one thing from this list today, like updating your Google Business Profile, and just get started!
Let me know if you thought this guide was helpful or if you have any further questions!