DEAR DEVLIN: How to Convert Wedding Photography Enquiries into Bookings
How to Convert Wedding Photography Enquiries into Bookings
Dear Devlin
Help!! I seem to be getting enquiries but none of them are converting after I send my prices etc! What am I doing wrong???
Sigh from Sevenoaks
“Introduce yourself warmly and give them a quick idea of what’s special about working with you before you dive into the numbers. It’s about building a connection first, not just firing off a price list.”
Dear Sigh from Sevenoaks,
First of all, let’s take a breath. It can be really deflating to get a flurry of enquiries but then see them evaporate once you send over the pricing. The good news is that couples are finding you, but something is going wrong as you cannot seem to convert wedding photography enquiries into bookings. Often it’s not about the number itself, but rather about how that price is being presented and what value the client thinks they are getting for it.
1. Look at Your Initial Response
Ask yourself what you’re sending back after the first enquiry. Is it just a prices PDF attached with no personality or context? Consider the customer journey: they’ve come to you because something about your work has appealed to them – your style, your brand, your vibe. Don’t lose that momentum! Introduce yourself warmly and give them a quick idea of what’s special about working with you before you dive into the numbers. It’s about building a connection first, not just firing off a price list.
2. Add Context to Your Pricing
Don’t just list your packages and prices. Explain what each one includes, what problems you solve for them, and how it will feel to have you as their photographer. Storytelling matters – show them that you understand their day and their needs. If you have images from similar weddings at their chosen venue or in a similar style, add that into your email. Clients want to feel that you are prioritising them and know what they’re paying for, not just how much it costs.
3. Align Your Brand Presentation
Make sure your branding is consistent. If your website, social media, and inquiry process all reflect a cohesive experience, clients will be more prepared for your pricing level. If your brand comes across as luxe and bespoke, they’ll expect your pricing to mirror that. If your brand is laid-back and fun, show them that they’re getting a stress-free, enjoyable experience. Sometimes a mismatch between brand message and price point can cause confusion or disappointment.
4. Check the Market
If you’re consistently being turned down after sending your prices, it might be worth taking a quick pulse on where your pricing sits within your local market. Are you priced significantly higher than others at your experience level and style? If so, you may need to justify that through more education, testimonials, and unique selling points – or consider adjusting your structure to match what your brand currently projects.
5. Offer a Clear Next Step
When you send out your pricing, always include a clear call-to-action. Don’t just say “Here’s my price list, let me know.” Instead, guide them:
- Suggest a call to answer questions and get to know each other.
- Let them know how to confirm the booking with a deposit.
- Make it easy for them to move forward.
6. Add Testimonials and Social Proof
People need to know why you’re worth it. Weave in a few short testimonials. Social proof can nudge them past any hesitation about cost.
7. Tighten Your Delivery Timescales and Customer Experience
If part of the hesitation is about value for money, consider how you can emphasise the quality of the experience. Maybe highlight fast turnaround times, a brilliant online gallery experience, or an engagement shoot included. Make it clear that what you offer isn’t just a set of photos, it’s a whole experience designed to make their wedding day run more smoothly and preserve their memories beautifully.
Ultimately, it’s not always the number on the page that’s turning people off, it’s how that number fits into the story you’re telling and the value you’re offering. If you can paint a clearer picture of what couples get for that price – and why it’s worth it – they’re far more likely to move forward after the initial enquiry.
We have a class called Famous For a Fortnight which is about a strategy to nurture your enquiries and help customers decide to choose you over your competition. I recommend that you have a look so that you can start converting more of these couples.
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