How to Stop Undervaluing Your Wedding Photography: A Guide to Setting Your Rates
How to Stop Undervaluing Your Wedding Photography: A Guide to Setting Your Rates
As a wedding photographer, one of the most challenging aspects of running your business is figuring out how to price your work. If you’ve ever found yourself hesitating to quote your rates, or worse, undercutting yourself because you’re afraid of losing the client, you’re definitely not alone.
At Photography Farm, we see this time and time again from new photographers. The fear of overcharging, combined with a lack of clarity around what you should be charging, can lead to undervaluing your services – and that’s a slippery slope to burnout and a business that just won’t thrive.
It’s time to stop second-guessing and get strategic about your pricing. This guide is packed with tips to help you set rates that make sense for you, your business, and your clients.



Remember: The right clients will pay what you’re worth if you can clearly communicate the value you bring to their big day.
Why Pricing Matters More Than You Think
First things first: pricing is more than just a number on an invoice. It’s a reflection of your value, your brand, and your business goals. Every time you quote a client, you’re telling them what your time, skill, and experience are worth. When your pricing is too low, you’re not just losing out on profit, you’re also sending a message that you’re not confident in your abilities – and clients can pick up on that.
Remember: The right clients will pay what you’re worth if you can clearly communicate the value you bring to their big day.
Step One: Know Your Costs (Yes, All of Them)
The foundation of setting your rates starts with knowing your costs. If you don’t know exactly what you need to earn to cover your expenses, you’re likely to undercharge. Your costs are split into two types: fixed costs and variable costs.
- Fixed costs are the ones that stay the same no matter how many weddings you shoot – things like your camera gear, editing software subscriptions, and insurance.
- Variable costs fluctuate depending on the number of weddings – think travel, second shooters, or the costs of producing albums.
If you haven’t done it yet, I highly recommend using our Wedding Pricing Calculator to work through your expenses. This tool will give you a solid understanding of what you need to charge to cover your costs and turn a profit.


Step Two: Choose a Pricing Model That Works for You
One of the biggest challenges newer photographers face is deciding how to price their services: should you go with an hourly rate or create wedding packages?
Both have their pros and cons:
- Hourly Rate: Offers flexibility and is great for smaller weddings or elopements. But if not communicated clearly, it can be seen as expensive or unpredictable.
- Packages: Provide more structure and predictability, both for you and your clients. They allow you to showcase more value by bundling services together (and making higher-tier options irresistible).
If you want to explore both approaches and find what’s right for you, check out our free, downloadable PRICING FOR PROFIT GUIDE where we break down the benefits and help you choose what suits your business best.
“By seeing the premium package priced higher, your mid-tier package suddenly feels like the most logical investment, even though it’s still a considerable sum.”
Step Three: Master the Art of Anchor Pricing
Anchor pricing is a little psychological trick that can work wonders for wedding photographers. It involves presenting three packages – low, mid, and high-priced – where the highest-priced option acts as a reference point (the anchor). Clients are naturally drawn to the middle package because it feels like the best value.
Here’s a quick example:
- Premium Package: £4,500 – Includes full-day coverage, deluxe album, second photographer, engagement shoot, and more.
- Mid-Tier Package: £2,500 – 8 hours coverage, standard album, second photographer.
- Basic Package: £1,500 – 6 hours of coverage and an online gallery.
By seeing the premium package priced higher, your mid-tier package suddenly feels like the most logical investment, even though it’s still a considerable sum.
Step Four: Stop Being Afraid to Upsell
It’s common to feel awkward about charging more for things like prints or albums, but these are a huge opportunity for additional revenue. Don’t assume that clients won’t want these extras – in fact, they often expect them. Start offering downloadable files, prints, and albums as add-ons in your packages, and you’ll not only increase your profit, but you’ll also give clients tangible memories that they’ll cherish forever.
Plus, with tools like Pic-Time, you can automate a lot of this. Once set up, this becomes a source of income that doesn’t require extra effort – what I like to call “Pyjama Profits”!
Step Five: Communicate Your Value Confidently
Your pricing doesn’t just depend on the numbers – it’s about how you communicate them. Make sure your clients know exactly what they’re getting and why it’s worth it. A pricing guide that’s just a list of numbers won’t do you any favours. Instead, show off your best work, use testimonials, and break down what each package includes in a way that connects with them emotionally.
If you’ve ever looked at your pricing and thought, “Wow, this sounds like my accountant wrote it,” then it’s time to inject a bit of personality into your packages. Name them after things that reflect your brand – whether it’s songs, cities, or something personal to you. The more memorable, the better.
Ready to Nail Your Pricing?
Your next step is to DOWNLOAD OUR FREE PRICING GUIDE and start pricing with confidence. You deserve to be paid what you’re worth, and this guide will help you get there.
If all of this sounds like a lot to take in, don’t worry – you don’t have to figure it all out on your own. Our “Wedding Pricing Playbook“ online class is packed with step-by-step guidance on how to set and communicate your wedding photography rates, no matter how many different types of weddings you want to cover. We take you through the principals of Anchor Pricing and how it can work with both packages and an hourly rate. It’s also packed full of tips on how to stop undercharging once and for all.
