Should I Put Prices on My Photography Website? (Pros & Cons)

Should I put prices on my photography website? As a web designer for wedding pros (and former wedding professional), I see photographers asking this question *all the time.*

On one hand, listing your pricing could put an end to budget brides filling up your inquiries.

On the other hand, what if the couples who would absolutely love working with you never even reach out because they see your prices first?

Let’s chat about the pros and cons of sharing pricing on your website, and then (spoiler alert) I’ll share exactly why I recommend doing it anyway.

Reasons Not to Put Prices on Your Photography Website

1. You’re Worried About Sticker Shock

It’s scary to think of couples seeing your $4,500 wedding photography package and immediately clicking away before seeing your stunning portfolio and unique approach to their wedding day.

Maybe they would have fallen in love with your work and found a way to adjust their budget, but now they’ll never know what they’re missing.

2. You Want to Build the Relationship Before Discussing Pricing

There’s definitely something to be said for building an emotional connection before the financial conversation happens.

Many photographers believe that if they can just get couples on a discovery call, they can explain their value, showcase their personality, and justify their pricing.

3. Your Packages are Custom Quoted

If you don’t have set packages and every package is custom-quoted based on location, hours needed, travel fees, or specific requests, it might feel impossible to give accurate pricing on your website.

4. You’re Worried About Competitors

If most photographers in your area aren’t sharing pricing on their website, you might worry that displaying yours puts you at a disadvantage.

5. You’re Concerned About Looking “Cheap” or “Expensive”

Figuring out how to price your services accurately and confidently is… well, hard.

You might worry that showing your rates makes you look too expensive compared to photographers who hide their pricing.

Or conversely, that sharing your pricing makes you look less premium than competitors who make couples jump through hoops just to get a quote.

These concerns aren’t wrong – they’re legitimate business concerns that deserve to be addressed. But here’s why I believe the benefits of pricing transparency far outweigh these risks.

Why You Should List Prices on Your Photography Website Anyway

1. Putting pricing on your website helps couples trust you

Let’s be real – every couple has a budget, even if they haven’t admitted it to themselves yet. When you’re upfront about the investment, it shows that you value transparency – and that immediately builds trust and credibility with potential couples.

Think about it from an engaged couple’s perspective: They’re planning the biggest celebration of their lives while juggling work, family opinions, and a million decisions. The last thing they want is to feel like they’re being kept in the dark about costs.

By sharing your pricing upfront, you’re essentially saying, “I respect you enough to be honest about what this costs, and I’m confident in the value I provide.” This honesty doesn’t just build trust – it sets the foundation for a positive working relationship from day one.

2. Putting pricing on your website helps to pre-qualify couples

Here’s a question for those of you without pricing on your website: Have you noticed that the first thing couples ask for is your rates?

When you don’t share pricing upfront, you’re setting yourself up for a frustrating cycle: Couples who can’t afford your services will still reach out (because they don’t know they can’t afford you), and you’ll spend precious time on discovery calls with brides who were never going to book you anyway.

Orrrrrr, you’ll get fewer inquiries because couples don’t have the time or energy to reach out to every single photographer individually just to find out their pricing.

In either case – whether you’re wasting time selling to couples who can’t afford you, or letting potential dream couples slip by – it’s bad news for your business.

Putting pricing on your website is a way for couples to self-select and pre-qualify themselves. Yes, this might mean fewer total inquiries – but here’s why that’s actually amazing: The inquiries you do receive will be from qualified couples who are genuinely interested and financially able to book you.

Fewer inquiries from qualified couples beats dozens of inquiries from people who ghost you after hearing your prices. Every. Single. Time.

3. Putting pricing on your website saves you time

Picture this: You just spent an hour crafting the perfect response to an inquiry, explaining your process, sharing your availability, and getting genuinely excited about their wedding. Then you share your pricing and… crickets. They disappear faster than the last slice of wedding cake.

Sound familiar? This is exactly why pricing transparency is such a time-saver. Your time is way too valuable to spend chasing after couples who were never going to book you anyway.

When couples can see the investment upfront, you’ll eliminate the awkward pricing reveal moment and can focus your energy where it actually matters – on couples who are genuinely interested and ready to invest in your services.

4. Putting pricing on your website is convenient for your couples

Do you ever think about how overwhelming it is to plan a wedding? (Which for most people is the biggest, most expensive celebration of their life?)

Engaged couples are researching dozens of photographers – comparing editing styles, assessing who they want by their side, capturing the most important day of their life – all while managing full-time jobs, family expectations, and probably a Pinterest board that’s gotten completely out of control.

Sharing your pricing information upfront is a small thing that makes their wedding planning process easier, and they will appreciate you for it.

5. Putting pricing on your website signals the value of your service

Think about the last thing you shopped for on Amazon.

For me, it was sleep sacks for early walkers because my babe is determined to walk by 9 months. I saw some listed for $15, for $25, and others for $35. Which one do you think I assumed was the best quality?

Psychologically speaking, people tend to automatically assume the higher-priced option is better quality. And couples do the same thing when shopping for wedding vendors.

That means sharing pricing on your website actually helps establish your value as a wedding photographer.

Plus, when qualified couples see your pricing and still reach out, they’re already mentally prepared to invest – which makes the discovery call so much smoother for everyone involved.

How Share Pricing on Your Photography Website (4 ways)

Price transparency doesn’t mean you have to share every detail of every package on your website. Here are 4 ways to give couples the pricing clarity they need to feel confident reaching out to you!

Option 1: Share Your Package Pricing

This is the most transparent approach – simply display your packages with their respective prices.

This works beautifully if you have a set package structure and aren’t doing a lot of custom quoting. Couples can easily compare options and choose what fits their needs and budget best.

Here is part of a services page I designed for a photographer who lists her 3 wedding photography packages directly on her website:

Option 2: Share Your Starting Pricing

Many photographers prefer not to overwhelm couples with package details, and instead make a recommendation over a discovery call.

In this case, starting pricing is a perfect middle ground. It gives couples the minimum pricing to work with you, and helps pre-qualify those whose budgets align with your services.

For example: “Wedding collections begin at $3,500 and are customized based on your specific needs and celebration style.”

A word of warning if you use starting pricing: The starting price you show will become an anchor price in your client’s mind.

If your website says “pricing starts at $3,500,” but a couple is later told their actual investment would be $5,000, it can feel shocking and misleading.

Make sure your starting price reflects what couples could realistically expect to spend, even for your most basic offering.

Option 3: Share the Average Investment

An average investment is often more accurate than starting pricing, since most couples don’t choose the lowest package anyway.

To share an average investment, you could say: “Our average couple invests $4,500 in their wedding photography.”

This approach sets more realistic expectations and mitigates the sticker shock that can come with starting prices that are much lower than what most couples actually spend.

Option 4: Share a Range of Pricing (my personal favorite)

Sharing a range of pricing gives couples the best understanding of what they can expect to spend with you, while still allowing for customization and different package levels.

For example: “Wedding photography collections start at $3,500, with most couples investing between $4,500-$5,800.”

This is my favorite option because it’s honest about the full spectrum of what couples might expect to invest in their wedding photography.

It also positions your higher-end offerings as normal and expected, rather than surprising add-ons.

Your Dream Clients Want to Know Your Pricing

The right couples won’t be scared away by your pricing.

Your pricing isn’t something to hide – it’s a reflection of your expertise, your value, and the incredible experience you provide.

But here’s what makes pricing transparency even more powerful: when it’s paired with amazing website design and strategic SEO.

Think about it – when couples find you through a Google search for “wedding photographer [your city]” and land on a beautifully designed website that showcases your work, tells your story, and positions you as the premium wedding photographer you are, that’s when the magic happens.

Because they’re not *just* seeing your prices; they’re falling in love with your style, they’re welcomed into your brand experience, and they’re being shown exactly why you’re worth every penny.

Your website should be working 24/7 to help you show up for the right searches, attract your dream couples, and book clients who are thrilled to invest in your services.

So now that you know *exactly* how to share pricing on your photography website, you’ll probably want to:

→ Grab my free website checklist to help you check everything from first-glance design impressions to behind-the-scenes SEO basics so you can feel more confident sending people to your website.

→ Explore website templates for photographers who want to stand out online without starting from scratch.

→ Browse my web design services and let me design your services page (or your whole website)!

→ Subscribe to The Love at First Site Newsletter where you’ll get a first look at website launches, recent design crushes, and SEO tips that actually work.