How Beginner Portrait Photographers Actually Get Paying Clients (No Magic Wand Required)
Look, you don’t need a fairy godmother or a viral TikTok to land your first clients. But you do need a few smart strategies—ones aligned with you. Because what works for someone else might feel like nails-on-chalkboard for you.
Here’s the thing: there’s no magic bullet.
No secret hack that’ll turn you into the busiest portrait photographer in town overnight. What actually works? Choosing the right strategies for you—and sticking with them long enough for momentum to build.
Because truth bomb: what works for an extroverted go-getter might feel exhausting to an introvert. And what fits someone with unlimited free time might flop if you’ve only got 5 hours a week outside of your day job.
So instead of chasing every shiny “do this to book out” idea, let’s walk through strategies that actually work, why they work, and how to pick the ones that fit you.
And spoiler: model calls (done right) are a seriously underrated strategy. But we’ll get there.
1. Build a Portfolio That Feels Cohesive (and Like You)
Your portfolio is not a photo dump. It’s your visual résumé—the thing that makes someone say “yes, this is the photographer for me” in under 10 seconds.
To make it work for you:
Choose your strongest 10–15 images. Yes, just the best of the best.
Keep the vibe consistent. Think editing style, mood, colors—like an intentional playlist, not shuffle.
Let your personality peek through. Soft, cozy vibes? Dramatic editorial? Fun and playful? Make your images whisper your style so the right people feel it instantly.
Pro tip: it’s better to show less (but intentional) than more (and random). Quality over quantity always wins here.
2. Start with Your Network (and Then Expand)
Here’s the part most beginners hate hearing: your first few clients usually come from your existing connections. And that’s a good thing—it’s not “less legit” just because you knew them first.
The secret? Treat it like a strategy, not a favor.
Share your latest campaigns, offers, or sessions and ask your friends and family to amplify them.
-Post in local Facebook community groups (on the days they allow). Whether it’s a new campaign, a seasonal offer, or just a highlight from a recent session, it gets seen by thousands of local eyes. So many photographers sleep on this tactic. Don’t.
Keep it professional, even if you’re sharing with people you know. It sets the tone early.
Your network is your starter megaphone—use it intentionally.
3. Social Media (Done with Purpose, Not Panic)
If you’re posting “just to post,” you’re probably wasting your time. Likes don’t equal bookings. Strategy does.
Truth be told, I am not an Instagram fan. At all. I barely ever post on there and as a 40 something solo mama with more brain fog than a London morning, it’s a miracle I even do post.
If you, however, love the socials, here's a few things to keep in mind.
Show your process. Behind-the-scenes clips, setups, the “before” and “after.” People love the story, not just the final shot.
Feature the sessions you want more of. Post what aligns with your dream client, not every single shoot.
Talk to people, not at them. Instead of “golden hour was gorgeous,” try “we chose this light to bring out her calm, soft vibe.” Clients care about the why.
Engage, don’t broadcast. Answer comments, DM new followers, connect genuinely. Social media is a conversation.
It’s less about frequency, more about intention.
4. Build an Email List (The Sooner, The Better)
Algorithms change overnight. Your email list? That’s yours forever.
Why it’s gold:
It lets you nurture the lurkers—the people who follow you silently for months before booking.
It gives you a direct way to announce new campaigns or open spots.
It’s where you can share your story more fully (without fighting for attention in a scroll).
Start simple:
Create a lead magnet (think: “Wardrobe Guide for Portrait Sessions” or “5 Tips to Feel Comfortable in Front of the Camera”).
Use it to encourage signup on your website and any social media you use.
Share story-driven emails a few times a month - at this stage, it’s just about building community.
Share latest sessions, any campaigns or offers you have coming up and even offer perks for your list.
Your list doesn’t need to be big—it just needs to be nurtured. Mailerlite, Mailchimp and Flodesk are just some options out there.
5. Have a Pro Website (Your Digital Front Door)
Yes, Instagram is pretty. Yes, Facebook groups work. But when someone’s actually considering booking, they want a place to get the full picture of you.
Enter: your website.
Think of it as your digital front door. It should:
Tell your story in a way social media snippets can’t.
Showcase your portfolio cleanly (no endless scroll required).
Clearly explain your services and what it’s like to work with you.
Make it ridiculously easy to book or inquire - CTAs sprinkled throughout all leading to one contact page.
Luckily, you don’t need to code from scratch. A great website template can take you far (and save you hours). If you don’t have one yet, [click here to check out my favorite website templates]—they’re beginner-friendly, beautiful, and built to convert.
6. Collaborations & Networking (Made Simple)
Networking doesn’t have to mean awkward small talk at business mixers. Think: authentic collaborations that connect you to your ideal clients.
Team up with stylists, makeup artists, or florists who already serve the same audience.
Offer referral partnerships—not discounts, but a win-win exchange.
Attend local creative events just to meet people (not pitch).
The more touchpoints you create in your community, the more people naturally think of you when photography comes up.
7. Packages That Make Booking Easy
Confused clients don’t book. Let alone enquire.
Simplify your offers:
Have 2–3 clear packages (mini, standard, premium or something similar).
Show deliverables upfront (what they get, how many images, turnaround).
Be transparent with pricing. When you hide it, people assume the worst.
I like to make my pricing guide a PDF download that prospective clients can download in exchange for their email. Super way to build your email list as well :)
Wanna see it? Head to this page and download it for yourself to see what the fuss is all about.
8. Model Calls (Done the RIGHT way)
Here’s where we get real: model calls are not “free shoots.”
When you run them strategically, they’re powerful campaigns that build not just your portfolio but your business.
I used this method repeatedly throughout my career to land great clients and run my business with intention and clear purpose.
Why they work:
You control the look, style, and vibe.
You attract participants who align with your vision.
You get content + testimonials you can use for marketing.
How to make them intentional:
Have a clear goal (new portfolio direction? testing a style?).
Define what’s included and why it’s valuable.
Promote them like a campaign, not a last-minute filler.
Follow up with participants about paid sessions afterward.
Want a full, step-by-step roadmap? My Paid Model Call Method walks you through ideation, planning, promoting, and executing model calls (photoshoot projects in actual fact) that attract your people & gets you paid.
Complete with copy templates, a clarity workbook and a comprehensive road map that explains the psychology behind it all. Check out the whole bundle here.
9. Creative Strategies That Work
Seasonal mini-session campaigns (priced, not free). Themes and scarcity create urgency. Don’t discount, include an option to upsell. These can be extremely profitable.
Partnering with local micro-influencers (community leaders, not big accounts). Their word-of-mouth goes further.
Running challenges (like a 5-day “prep for portraits” series) that end in an invitation to book. Get creative!
Educational content that solves real problems (think: “How to pose naturally” or “Best colors to wear in photos”) as blog posts! Yep blogging isn’t dead and are a great way to build your authority. You can even link to them in future emails for your list or client workflows - I did this with great success too.
Unforgettable client experience - from gorgeously designed welcome guides to a beautiful final delivery - Pic-Time is my fave. People talk.
Leveraging every single booking. Use something like Pic-Times Sales Automation System to get more sales from even older clients. And to get repeat bookings. This saves you SO MUCH TIME filling your calendar - check out this video below to learn more about how it all works.
These aren’t gimmicks. They’re memorable touch points that build trust.
10. Align Your Strategy with You
This part is key: don’t force strategies that drain you.
Introverts? Email lists, blogs, local FB groups, model calls (my fave as I’m as introverted as they come!).
Extroverts? Networking, events, collaborations.
Busy schedule? Pick 2–3 strategies and actually stick to them.
You’ll build momentum faster by staying consistent with fewer strategies than half-heartedly trying them all.
11. Remember: This Takes Time
No one goes from zero to booked out in a week. Real growth looks like:
Consistency over months.
Small wins adding up.
Adjusting as you go.
Be patient with yourself. Celebrate the progress. The bookings will come.
Cheering you on,
Stine x
Mentioned in this article:
My fave website templates (that actually converts)
The Paid Model Call Method - The art of attracting paying quality clients with curated campaigns and high end photoshoot experiences.
*This article contains affiliate links where I get a small commission from any purchases made at no extra cost to you.*
Hey, I’m Stine, I’m a photographer, designer and (scrappy) content creator creating resources to help creatives and small business owners build the business of your dreams and a life on your own terms.
Thanks for stopping by! Sx
