The wedding photography market is competitive, but there's plenty of room for photographers who know how to position themselves, deliver exceptional experiences, and build lasting industry relationships.

Whether you're just starting out or looking to level up an established business, these strategies will help you book more weddings at rates that reflect your value.

Building a Portfolio That Books

Quality Over Quantity

Your portfolio should showcase your best work — not everything you've ever shot. Aim for 20-40 images that represent:

  • Your signature style consistently applied
  • Variety of lighting conditions
  • Different wedding sizes and venues
  • Emotional, storytelling moments
  • Technical excellence in details, portraits, and candids

Curate Ruthlessly

If an image doesn't make you proud, remove it. One mediocre photo weakens the impact of ten great ones. Update your portfolio regularly as your skills improve.

Show Full Galleries Selectively

While your main portfolio should be curated, have 2-3 full wedding galleries available upon request. This shows consistency and helps couples understand what a complete wedding day looks like through your lens.

Marketing That Actually Works

Instagram Strategy

Instagram remains the primary discovery platform for wedding photographers. But posting randomly won't cut it:

  • Post consistently: 3-5 times per week minimum
  • Use Stories daily: Behind-the-scenes content builds connection
  • Engage authentically: Comment on couples' and vendors' posts
  • Use relevant hashtags: Mix broad (#weddingphotography) with local (#chicagoweddingphotographer)
  • Tag vendors: Every tagged vendor is a potential referral source

SEO for Wedding Photographers

When couples search "wedding photographer [your city]," you want to appear. Basic SEO strategies:

  • Create location-specific pages on your website
  • Blog real weddings with venue names and locations
  • Claim and optimize your Google Business Profile
  • Get listed on wedding directories (The Knot, WeddingWire, local blogs)
  • Build backlinks through styled shoots and features

The Power of Real Wedding Blog Posts

Each wedding you photograph is SEO gold. Blog posts should include:

  • Venue name and location
  • Vendor credits (they'll often share)
  • Keywords couples search for
  • Genuine storytelling, not just photos

Building Referral Relationships

Wedding Planners Are Your Best Friends

A single strong planner relationship can send you 5-15 weddings annually. Read our complete guide to building planner partnerships, but the essentials are:

  • Be reliable and professional
  • Communicate proactively
  • Deliver images quickly for their portfolios
  • Make their job easier, not harder

Venue Relationships

Venues recommend photographers constantly. To get on their list:

  • Photograph styled shoots at venues you want to work at
  • Send venues images from weddings you shoot there
  • Be respectful of venue rules and staff
  • Get featured on their preferred vendor lists

Vendor Networking

Other vendors — florists, DJs, caterers — get asked for photographer recommendations. Build genuine relationships through:

  • Styled shoots (collaborative networking)
  • Industry events and meetups
  • Sharing their work on social media
  • Being great to work with on wedding days

Pricing Strategy for Growth

Know Your Numbers

Before setting prices, understand your costs:

  • Equipment (camera bodies, lenses, lighting, computers)
  • Software (editing, CRM, gallery delivery)
  • Insurance and legal
  • Marketing and advertising
  • Education and development
  • Your time (shooting, editing, communication, travel)

Raising Your Rates

Signs it's time to raise prices:

  • You're booking too quickly (90%+ inquiry conversion)
  • You haven't raised rates in 12+ months
  • Your skills and portfolio have improved
  • You're burning out from volume

Raise rates for new inquiries while honoring existing contracts. Consider raising by 10-20% annually until you hit your target booking rate (60-70% is healthy).

Package Structure

Offer 3 packages with clear differentiation:

  • Entry package: Core coverage, fewer hours
  • Popular package: Where you want most bookings (price it attractively)
  • Premium package: Everything included, highest value

Client Experience That Generates Referrals

Before the Wedding

  • Respond to inquiries within 24 hours
  • Make booking easy and professional
  • Send helpful timeline guidance
  • Conduct an engagement session (builds rapport)
  • Create a detailed shot list and timeline

On the Wedding Day

  • Arrive early and prepared
  • Be calm, confident, and unobtrusive
  • Direct when needed, invisible when not
  • Handle problems gracefully
  • Be kind to everyone — guests, vendors, family

After the Wedding

  • Deliver sneak peeks within 48-72 hours
  • Communicate delivery timeline clearly
  • Deliver when promised (or early)
  • Make galleries easy to share
  • Request reviews at the right time
  • Thank them for their business

Avoiding Burnout

Wedding photography is physically and emotionally demanding. Sustainable practices:

  • Set booking limits: Know your maximum weddings per month/year
  • Build in buffer time: Don't book back-to-back weekends during peak season
  • Outsource strategically: Editing, album design, administrative tasks
  • Take real time off: Block vacation time in your calendar early
  • Raise prices to reduce volume: Earn the same from fewer weddings

The Sustainability Test

Ask yourself: "Can I maintain this pace for 10 years?" If not, something needs to change — prices, volume, or processes.

Want to Join Our Vendor Network?

Something Blue partners with talented wedding photographers who share our commitment to exceptional client experiences. If you're interested in receiving qualified referrals, we'd love to hear from you.

Apply to Join