Price is something most people will, eventually, want to know. As a professional photographer, do you put pricing on your website? If so, do you list out every last detail?
What happens when you don’t list your pricing?
Having no pricing listed anywhere on ones website can be quite negative for a business, in my opinion. I know there are many professionals and coaches who would disagree. Here is why I feel this way…When my husband and I were looking for a wedding photographer, I came across a photographer that had gorgeous work. We liked their style and online personality, but no prices were listed on their website. Honestly, I did not contact them. Why? I assumed they were too expensive. (This is coming from someone who was a professional photographer before she got married. I believe you get what you pay for, and paying for a quality experience, but the lack of price still scared me away!)
On my photography website I have tested several different pricing phrases to see what type of results I received. When I left pricing off all together, I had a photographer acquaintance contact me asking for my starting price. Her friend was getting married and liked my work, but since my starting price was not listed, she assumed I was out of their budget. (She photography price point range was well within what most of my couples invest in their photographic experience.)
What happens when you list every detail of your pricing?
On the flip side, while we were looking for our wedding photographer, I came across some photographers who listed all of their pricing information on their website. I found it to be helpful and hurtful. Helpful because I could see every little detail. Hurtful because I did not need to reach out to them for more information. It was 100% price shopping. My mind changed from the feel of their photographs and personality to comparing prices.
I feel like having a strong connection with your photographer is a key element to having a successful photography experience. I did not get the opportunity to start a business relationship with those – list all the prices – photographers. There was no need to talk with them, unless I was going to email saying, “we would like to send you money now.” In the end, we chose to work with someone who listed starting price on their website.
How about we meet in the middle?
I really think the answer lies in the middle…give a little, but not every detail.
Some popular phrases I have seen on some blogs are:
“I offer 3 Wedding Collections to choose from and they begin at _____.”
“Contact for pricing menu.”
“Most couples invest ____ to ____ on wedding photography.”
The wording I ultimately decided works well for my business is: “Wedding Collections begin at ______”
Now all this to say, at the end of the day, it is your business. You are the boss. You get to decide what you share on your website. But I hope that my experience will help you in developing your own strategy and testing out your market!
Thank you Jamie Delaney of Jamie Delaney Photography for contributing this article.