How to Start a Photography Business: Step-by-Step Guide

The photography industry remains an appealing sector, despite the evolution of AI solutions, which bring non-experienced users closer to creating professional images.

Over the five years through 2025-26, the revenue of the photography industry is expected to expand at a compound annual rate of 1.4% to £1.9 billion in the UK. With a high demand for expert photographers in niches like weddings, portraits, and commercial projects, starting a photography business can be the perfect way to turn your passion into profit.

Below, we offer a detailed step-by-step guide on how to start a photography business in the UK.

Step 1: Understand the Photography Market in the UK

Before you can launch your photography services to the public, it’s key that you conduct in-depth market research focusing on:

• Market size
• Photography niches and services
• Competitors
• Target market

Here’s what you need to know about each. 

Market Size & Photography Niches

Using industry studies and market research findings, get to know the photography sector in detail. Establish how large the space is, how many other photographers there are practising this skill, what existing niches there are in the market, and what types of services generate the most profit.

Where possible, detect any market trends that you could possibly leverage. 

For example, there were around 79,700 photographers and audio-visual operators working in the United Kingdom as of the first quarter of 2025. 

These professionals provide photography services in the following niches:

• Portrait photography – portrait photographers focus on capturing the personality, emotions, and expressions of customers. It often includes professional headshots, family portraits, and creative lifestyle sessions, usually shot in studios or natural light settings.
  
• Wedding photography – wedding photographers document one of the most important days in a couple’s life. It combines portrait, event, and candid photography to capture unforgettable moments like the ceremony, first dance, and emotional reactions throughout the day.
  
• Food photography – highlights the visual appeal of dishes and ingredients, often used by restaurants, cookbooks, and food brands.
  
• Commercial photography – created for marketing and advertising purposes. A brand photographer, for example, showcases a company’s products, people, and values to strengthen its visual identity across websites, social media, and campaigns.
  
• Fashion photography – showcases clothing, accessories, and style. It can range from editorial photoshoots for magazines to commercial campaigns for brands, often involving models, stylists, and creative direction to express a particular aesthetic or story.
  
• Sports photography – sports photographers capture the energy, movement, and emotion of athletic events using fast shutter speeds and telephoto lenses to freeze action, highlight athletes’ performance, and convey the excitement of competition.
  
• Travel photography – explores cultures, landscapes, people, and experiences from around the world. 

As you can probably imagine, each of these niches requires different photography equipment, skills, and sells for varying prices.

According to studies, the following types of photography rank highest in terms of revenue:

• Commercial photography (corporate, product, advertising) – the largest segment, estimated at £650 million;
• Wedding and event photography – estimated at £500 million;
• Portrait and family photography – estimated at £2550 million.

When it comes to geographic location, London unsurprisingly remains the industry’s national hub and is the city where a third of all photography businesses in the UK are situated. 

Target Market

Next, think about your target market and try to answer the following questions: 

• Who are your ideal clients?
• Where are they based?
• What type of photography are they interested in?
• How much are they prepared to spend on photography services?
• Are there any practices they prefer?

For instance, sustainability is becoming a hot topic in the photography space in the UK, with more people preferring eco-friendly practices, like digital-only delivery or sustainable printing. This information can help you create services that appeal to your audience, enabling you to boost sales and increase your revenue. 

As a photographer, your target audience options are extremely diverse. Everyone has a special moment in life they would like to capture, meaning you could focus on groups like engaged couples, families, businesses, high-school graduates, and others. 

Competitor Analysis 

As part of your market research, analyse what other photographers in your niche or location are currently doing to attract customers. 

When performing your research, focus on key areas, like:

• Pricing models 
• Photography style
• Services
• Size (do they work alone or do they have large teams performing services)
• Marketing strategy (how are they reaching customers)
• Portfolio
• Speed (how quickly are they delivering the final product to the client)

All this information can help you identify best practices in the market. Best of all, it can expose gaps that you could potentially fill with an enhanced service that will differentiate you from the rest. 

Step 2: Develop a Photography Business Plan

As a new business, you’ll need a roadmap that will guide you towards your business goals. The business plan is a vital document for both you and potential investors. It can help you make the right choices over time and enable you to attract funding when growing your business.

The sections that shape a business plan for photographers include:

• Executive summary – a brief, clear overview of your business, including who you are, what you do, and why you do it;
  
• Company description – a more detailed description of your business, including your business name, legal structure, and ownership structure;
  
• Market analysis – offers insights into the photography market, including its strengths, opportunities, size, competition, and target market;
  
• Products and services – a detailed explanation of the type of photography services you plan to offer or any additional products like photography courses or bundles;
  
• Marketing plan and sales strategy – a presentation of the marketing strategy you plan to enforce to attract customers and generate sales, including online and offline channels;
  
• Financial plan – an overview of start-up costs, ongoing expenses, potential funding sources, operating expenses, and financial forecasts.

Don’t set your own business for failure by neglecting the business plan. Clearly define your goals and mention both short-term (like building a portfolio) and long-term objectives (like owning a photography studio). 

When it comes to describing your photography niche, make sure you’ve made the right choice based on informed decisions. Think about your experience as a photographer and your skillset. Analyse the price ranges of different photography services, the required equipment, any legal requirements, and other factors that may influence your decision. 

Step 3: Set Up Your Business Legally

Setting up a photography business starts with one fundamental decision – the choice of legal structure. You’ll then need to think about insurance and tax obligations.

Choose and Register a Business Structure 

In the UK, most photography businesses choose between two business structures – sole trader or limited company. 

A lot of photography businesses are run by a single individual or freelancer. In this case, registering a sole trader business with HMRC is the preferred choice as this is the simplest business structure. 

As a sole trader, you and your business are considered the same entity, meaning that you’ll be held responsible for any business liabilities or debts that you may collect during operation. When running a sole trader business, you’ll need to register as self-employed and complete a Self-Assessment Tax Return each year. 

On the other hand, if you choose to register a limited company, you’ll need to choose a business name and register with Companies House. Ensure that the name you’ve selected is not used by another company to avoid conflicts with the Intellectual Property Office. 

As a limited company, you and the business will be considered separate entities, meaning that any personal assets remain protected in case of liabilities and debt. 

Plus, there are tax benefits worth mentioning. You’ll be responsible for paying Corporation Tax rather than income Tax, which is much lower. When opening this type of business, it’s highly recommended that you also create a business bank account to keep all finances separate. 

Obtain Business Insurance

Next, think about acquiring the right insurance for a photography business. 

As a photographer, you’ll be traveling from location to location, using expensive equipment, and working with people. Although this occupation is not considered a top-risk profession, there is always room for unexpected situations and unforeseen damage.

To stay protected, explore your business insurance options. Some of the most recommended insurance policies for photographers include:

• Public liability insurance can cover accidents during photoshoots.
• Professional indemnity insurance can protect against disputes over work quality.
• Equipment insurance can safeguard your photography gear in case of damage.

Collect offers from diverse insurance providers to compare prices and features. This will allow you to select the right insurance policy for your specific needs as a growing photographer. 

Step 4: Invest in Photography Equipment

Needless to say, your choice of photography equipment will have a direct influence on the final results you send to customers. However, you don’t have to invest in the best equipment from the very start as this usually comes with a hefty price tag.

Many professional photographers start with second-hand alternatives that won’t break the bank. As you acquire more clients and gain financial stability, you can resell your second-hand gear and invest in brand new equipment. 

Here are some of the most common equipment categories that photographers require to provide their services:

• Essential camera gear – quality camera bodies, lenses, tripods;
  
• Lightweight gear – external flashes, speedlights, softboxes, reflectors, diffusers, LED panels, or others;
  
• Editing software – popular choices include Adobe Lightroom, Photoshop, Capture One, and today – AI-powered tools like Luminar Neo;
  
• Accessories and backup gear – extra memory cards, external hard drives, camera bags for protection when traveling, lens filters; 
  
• Technology and workspace setup – a powerful computer or laptop, a high-resolution monitor, cloud storage solutions; 

Of course, you don’t have to purchase everything on this list from day one. Your choice of photography equipment should be synchronised with the types of services you offer, your niche, and available budget. 

Step 5: Build Your Photography Portfolio

When starting a new photography business, the highest priority on your list should be demonstrating your photography skills. 

The best way to do this is by creating an eye-grabbing professional portfolio that speaks louder than words. Although you’ll still need an effective marketing strategy to attract clients, your portfolio can also bring in fruitful results and can be a cost-free alternative.

Showcase your best work tailored to your chosen niche. Include a mix of personal projects, practice shoots, and volunteer work if necessary. 

You can present your work online on your professional photography website or use tools like Squarespace, Wix, and Issuu. In combination, use your social media channels to hook users to find out more about your work and redirect them to a full portfolio page. 

Depending on where your photography business is based, you might also want to create a physical portfolio that you can leave in local cafes, wedding agencies, or other businesses. 

Regardless of where your portfolio lives, make sure it highlights your unique style.

Many photographers grab attention by starting with free or discounted projects that help build experience and gain testimonials. This approach won’t just be helpful for creating a richer portfolio, but can also attract lasting clients for future projects.

Step 6: Set Pricing and Accept Payments

Pricing and payments are two other core pieces of the photography business puzzle. Craft a competitive, yet rewarding pricing strategy, offer flexible payment options to customers, and make sure you’re managing your finances adequately.

Develop a Pricing Strategy

Let’s start with pricing. 

Setting a price that’s too high compared to other rates in the market can make you appear unaffordable and inaccessible. While this can be beneficial if you provide premium photography services associated with luxury and rareness, perhaps this model isn’t ideal for new market entrants.

At the same time, underselling your services could mean positioning yourself as a low-quality photographer that conscious consumers avoid. 

In 2024, the average UK photographer earned around £24,350 per year, while senior photographers reached average earnings of £30,360. As noted above, wedding and commercial photography are among the highest-paying niches, with prices ranging based on location and level of expertise. 

Photographers in busy cities like London usually earn more as there’s a bigger demand for their work,  but there’s also a lot more competition. If you’re based in a quieter or rural area, it can help to offer a mix of services to keep your income steady.

When setting your prices, make sure that you’re factoring in time spent, skill level, editing, and equipment costs. Consider offering packages for different services, like weddings or family portraits. 

Flexible Payment Options

Flexibility in payments when running a photography business means easier and faster booking processes, resulting in happy customers. 

Remember that every client is different. Some want to pay instantly on their phone, while others prefer to pay in instalments or by invoice. By offering multiple payment options, you make your services more accessible, improve cash flow, and reduce the risk of delayed payments.

Some of the suitable payment solutions for photographers include:

• Tap to pay – perfect for in-person shoots or events as it allows clients to pay instantly using their smartphone or card. This form of payment is ideal for on-the-spot payments, mini sessions, or weddings where clients may settle balances right after the event.
  
• Online checkout – for online bookings or pre-payments, an online checkout is a must. It allows clients to pay securely through your website and is perfect for retainers, deposits, or digital downloads.
  
• Bank transfers – a reliable option for larger projects like weddings or commercial shoots, where clients prefer traditional payment methods. 

When choosing your payments provider, make sure that your future partner has a positive reputation on the market and can guarantee the safety and security of your business and customers. 

Also, check settlement times and processing fees to ensure that the provided features match your needs and expectations. 

Step 7: Market Your Photography Business

We’ve now reached the step that will determine how successful your photography business will be at attracting potential customers – the marketing strategy. 

Build an Online Presence

Let’s face it, most business’s target audience today spends more time browsing for products or services online rather than offline. This makes establishing an online presence fundamental for gaining visibility. 

Start by creating a breath-taking business website where you:

• Explain who you are and what you offer;
• Present exceptional examples of your work;
• Outline your services and pricing;
• Showcase testimonials; 
• Offer contact information, contact forms, and booking calendars;
• Provide links to your social media pages;
• Describe your terms and conditions.

Once your website is ready, invest in SEO and Google Ads to make it appear in front of a larger audience. Also, create a Google My Business listing for your business.

Studies show that London-based wedding photographers, for example, can increase bookings by 35% by using local keywords on their website and consistently engaging with clients on GMB.

Leverage Social Media

Social media presence is another must-have component in your marketing mix. Make sure you’re active on key social media platforms where other photographers showcase their work and engage with users. Some of the most suitable options include Instagram, Facebook, TikTok, YouTube, and Pinterest. 

If you’re targeting businesses, LinkedIn might also be a useful channel.

Explore the different trends and content forms across these channels. For example, short- and long-form videos dominate on TikTok, while Pinterest is mostly for beautiful imagery. 

Post regularly and share content on topics like:

• The editing process;
• New locations where you take photos; 
• Happy clients; 
• Case studies of how you completed a project;
• The life of a photographer;
• And more.

You can also explore starting a series of YouTube videos on a unique topic of your choice, presenting your authentic voice and style. 

Whatever channel you choose, don’t forget to engage with users and answer comments. The people who are actively liking and commenting on your posts could be potential clients. 

Network Locally

Finally, leverage your local area to promote your business and services.

For example, partner with wedding planners, event organisers, or local businesses to gain more referrals and increase brand awareness. Attend local events or join photography groups to connect with potential clients.

If possible, leave marketing materials like flyers in key locations, like wedding venues, party centers, and others. 

Step 8: Manage Client Relationships and Deliver High-Quality Work

When you start landing clients, prioritise maintaining your relationships. Retaining existing customers is much easier and more affordable than acquiring new ones. 

Explore different avenues to streamline bookings, like adopting online booking systems, setting up automated email workflows, and automating contracts and invoices. 

Regardless of the type of client you’re working for, make sure you create contracts for every project before you begin your work. Create a template that you can slightly change and use again and again for new clients. 

The key sections to add to your contracts are:

• Involved parties; 
• Provided services;
• Pricing;
• Payment terms; 
• Cancellation and rescheduling policies;
• Rights and usage; 
• Deliverables and timelines. 

Although contracts are not a legal requirement, they can help you protect your business and simplify communication with customers. 

Growing Your Photography Business 

Once your photography business is up and running, and you notice that it’s achieving short-term goals, consider expanding your services. 

Watch for emerging trends and opportunities. For example, technological developments from AI-powered editing to immersive 360° and VR photography are enabling photographers to innovate and streamline workflows.

Think about offering additional products or services, like photo albums, framed prints, or photography workshops.

Nowadays, diversification is key. Photographs are expanding their services to create stability and benefit from additional revenue streams. 

As your business grows, employ assistants or additional photographers to scale and maximise profits. Make sure you offer training to maintain consistency in quality and style. 

When you’re ready to take on an additional investment, open a photography studio where you can provide indoor shoots and expand your client base. 

Conclusion

The photography industry is one of the fast-paced environments that UK business enthusiasts can tap into. Despite the vast competition in the space, there’s still room for new market entrants. 

By following this step-by-step guide on how to start a photography business, you can turn your skills and hobby into a rewarding venture. 

Frequently Asked Questions

Do I need any qualifications to start a photography business in the UK?

No formal qualifications are required, but taking courses in photography, editing, and business management can help you stand out. Many successful photographers are self-taught but invest in training to improve their technical and creative skills.

How do I decide what type of photography to offer?

The best way to choose your photography niche is to focus on what excites you most and where there’s demand in your area. Many photographers start with portraits or weddings before expanding into areas like commercial, product, food, or fashion photography. It’s usually best to specialise in one or two niches at first so you can build a strong, focused portfolio and attract your ideal clients.

Do I need a business plan or can I just start?

While you can certainly start small and learn as you go, having a simple business plan helps you stay focused and organised. It doesn’t need to be complicated – just outline your niche, ideal clients, pricing structure, and marketing strategy.