How to Get Photography Clients Without Selling Your Soul 👻

Top 10 Techniques To Find Photography Clients

Finding photography clients is often about being proactive and adaptable. From word-of-mouth marketing to referrals, each approach provides unique opportunities to reach new audiences. 

Here are ten tried-and-tested techniques to help you get photography service clients effectively.

1] Get Crystal Clear on Who You’re Servicing 🔮

Not everyone is your client. And that’s a good thing.

Trying to please everyone is the fast track to becoming wallpaper. Figure out who lights you up 🔥 whether that be editorials, charities or badass business owners. Once you know your people, you’ll start to develop your tone of voice [TOV] or how to talk to them, where to find them and how to get them fired up when they see your work.

2] Build Community, Not Just a Following

You don’t need a million followers—you need 10 loyal ones who talk about you like you’re their best-kept secret  💯

Whether it’s local photo walks, online photography platforms like Darklight Pro, or niche Facebook groups, show up where your people hang out. Give value, offer insight, and don’t be afraid to actually talk to people like a human. Community is currency. And it’s a killer way to get photography clients without cold DMs or cheesy sales tactics.

3] Sharing is caring

Word-of-mouth is still king 👑 but it doesn’t happen by magic.

Ask your happy clients to spread the word. Give them a reason to. Maybe it’s a discount on their next shoot, or a few extra prints. But mostly, it’s about making them feel like a part of your story. When people feel seen and valued, they’ll rave about you without even being asked.

4] Your Inner Circle is key 🔑

Believe it or not, the best clients usually come from close connections. Friends. Cousins. Ex-colleagues. The woman you met at that dog park that time 🐶

Tell people what you do. Show them your best work and take pride in your craft. You don’t need to be salesy, you just need to be visible.

5] Show Up Online Like You Mean It 👇🏼

Your online presence is your shopfront. So make it count.

No, this doesn’t mean hiring a pricey web designer on day one. But it does mean:

• A clean, fast website that shows your best work
• Clear info on what you offer and how to book you
• Testimonials from real humans who love you
• A vibe that matches your style

And don’t sleep on Google My Business, it’s a goldmine for local leads 💛

6] Get Strategic With Your Marketing

Winging it is fun, but a game plan gets results 🪽

Know your goals. Do you want 3 new clients a month? 10 bookings this year? Start there. Then map your moves: social media, blog posts, referral partners, brand collabs. Treat your marketing like your camera: a tool that works best when you know what you’re doing with it 📸

And yes, learn SEO. Even if just the basics. Sprinkle in real phrases like “how to win new photography clients’ into service pages. It matters.

7] Social Media: Be Social, Not Just Pretty 💁🏻‍♀️

Instagram isn’t just a place to dump your portfolio.

Use it to tell stories. Show behind-the-scenes chaos. Share client wins. Educate. Engage. Let your personality shine through your grid. The more human you are, the more people connect. And the more they connect, the more they book.

8] Shoot A Freebie – But Make It Smart

Free work isn’t evil. But it has to be strategic 🧠

Offer a free shoot to a local small business with great visibility. Team up with a nonprofit that aligns with your values. Host a “pay what you can” portrait day. Do it to build relationships, gain exposure and create portfolio gold. Not because you’re scared to charge.

When done well, one free shoot can turn into ten paid ones. It’s about planting seeds.

9] Stay in Touch With Past Clients

Your past clients already love you. Don’t ghost them 👻

Send a check-in email. Offer a referral discount. Remind them when it’s time for updated headshots or family photos. They’re your warmest audience—and often your best source of new business.

Start an email newsletter. Keep it personal, not spammy. Think: photo tips, seasonal offers, behind-the-scenes moments, visual inspiration. Keep your name on their radar and they’ll keep coming back.

10] Get new clients hooked, Make It Easy to Book

Run a contest. Offer mini-sessions. Create a killer package.

Give people a reason to book now, not at some point. Make your booking process smooth, friendly, and fast — no clunky forms, no confusing prices, no back-and-forth chaos. Try adding a booking system like Calandly to your site.

When clients feel like working with you is easy and fun, they’ll come back, and they’ll bring others 🤝

Bonus: Reward Referrals Like a Boss

If someone sends you a client, shout it from the rooftops. Say thank you. Send a gift. Offer them a credit. Make them feel like an insider.

Because every person who vouches for you is doing your marketing for free. Treat them like gold.

The Bottom Line

Learning how to get photography clients isn’t just about marketing, it’s about being real, consistent, and unapologetically passionate about what you do.

Be bold. Stand out. Build real relationships, create killer work, and make sure your community knows you exist. 

Don’t forget: you’re not just taking pictures, you’re telling stories and building brands, one client at a time 🔥