Deciding how to price pet photography is one of those tasks that can keep you up at night. You want to be “fair,” you want to be “affordable,” but you also realize that if you don’t make a profit, you won’t have a business for very long. If you’ve been searching for a pet photography pricing guide and feeling overwhelmed by the “correct” way to do things… take a breath.
The truth? There is no “perfect” pricing model. There is only the model that works for your life, your goals, and your energy levels right now. In this post, we’re going to look at the three main ways to structure your pricing and how to avoid the “transparency trap” that erodes client trust.
The transparency lesson (Why clarity is everything)
I recently had a bit of a moment with some kitchen cabinets. I’d had them sitting half-finished in my living room for 6 months because the fear of them falling off the wall was very real. I finally hired a pro to finish the job. His price was reasonable and I felt good about it.
But I asked if he could install a new countertop for me. Sure, he said! He could even pick it up! After the word was done, the bill came… and that offer to pick up the goods cost an extra €80. I was seething. Not because of the price itself (well, that too), but because the expectations shifted without me knowing.
This is exactly what happens when we aren’t 100% transparent with our pet photography pricing.
We’re often so scared of clients saying “no” that we keep things vague. But it is infinitely better for a client to say “no” early on than to be hit with a “bait and switch” later. Whether you include 5 images or 50… tell them. If your session fee does NOT include any photos… tell them.
Transparency creates safety. When a client knows exactly what to expect, they can actually relax and enjoy the shoot.
Calculating your Cost of Doing Business (CODB)
If you want to know how to price your pet photography, you have to start with the numbers. You need to be profitable, otherwise you just have a very expensive (and stressful) hobby.
Here is how to look at it:
Be realistic about your hours. Take out sick days and holidays. Consider all the time you spend on marketing, admin, and bookkeeping… not just the time behind the camera or editing.
Calculate your business costs. Insurance, gear, website hosting, software, and education (like my membership!). Divide this by 12 to see your monthly cost.
Determine your salary. What do you actually need to earn per month? Divide that by the number of clients you actually want to work with.
Choosing your model: A decision framework
There are three common ways to structure a pet photography business. None of them are “wrong,” but they require very different amounts of work.
1. The “All-Inclusive” Model (Shoot and Share)
This is often where people start. The client pays one flat fee and gets a gallery with all the “good” photos (usually 30-50+).
The Pro: It’s very easy to sell. Clients love knowing exactly what they get and in these models they usually get a lot
.The Con: It can be a fast track to burnout. You end up editing huge amounts of photos for a relatively small fee. You have to be a “high volume” business to make this work (eg., LOTS of clients per month, with a lower amount of time spent per client)
2. The “Set Collection” Model (The Middle Ground)
You charge a fee that includes a specific number of digital images (e.g., 10 photos) delivered via an online gallery. If they want more, they can buy them as “add-ons., or there may be packages, eg., “silver” has 10 photos, “gold” has 15, “platinum” has 20. Or some may include products (do not forget to include these in your CODB!)
The Pro: It’s “hands-off.” You send the gallery, they pick their 10, and you’re done.
The Con: You have to be very clear about what happens if they fall in love with more photos. If you don’t have an automated way for them to buy more, it becomes an admin headache. You have to decide if you edit a LOT of photos first for them to only buy 10… or if you show them unedited/lightly edited photos in a gallery and hope they can choose from those.
3. The “In-Person Sales” Model (IPS)
You charge a “Session Fee” which covers your time and talent, but includes NO images. After the shoot, you meet with the client (in person or via Zoom) to help them choose their favorite photos and products.
The Pro: This is generally the most profitable model and allows for a “luxury” experience. You only edit the photos they actually buy.
The Con: It is “high touch.” It requires more time per client and better “sales” confidence.
Why I can’t tell you exactly what to charge
I get asked all the time: “How much should I charge for 10 photos?” The honest answer is: I have no idea. And anyone who gives you a flat number without looking at your life is doing you a disservice. Your pricing depends entirely on your Cost of Doing Business (CODB).
You have to factor in your insurance, your gear, your website, your taxes… and most importantly, your time. To be a sustainable business (and not just a “preset-slapper” working for $2 an hour), you need to know how much it costs you just to open your laptop.
Start now, change later
The most important thing to remember is that your pricing is not a blood-contract. You are allowed to start “too cheap” to build your confidence. You are allowed to offer digital-only galleries while you learn how to handle products. You are allowed to change your mind next month!
The only “rule” is to know your worth. Don’t price yourself low just because you’re scared. Price yourself in a way that allows you to be a calm, intentional artist rather than a stressed-out editing machine.
If you’re feeling the pressure to “get it right” and it’s stopping you from actually starting… that is exactly what we work through inside The Learning Journey. It’s a space for pet photographers to slow down, find their voice, and build a business that actually feels good. You can join right now through the Lifetime model, or hop on the waiting list for when the doors open to monthly and yearly subscribers. Check it out here.
