Pricing is often one of the hardest areas of the business for photographers. New photographers are sensitive about their lack of experience, afraid they don’t merit a large fee and can’t compete with more established professionals. But even for established professionals, a certain sense of guilt is common when it comes to talking price. Many professionals are almost apologetic when quoting a price, and are much to willing to come down.

I’m no exception.

I recently had a revelation that has helped me a great deal with the psychological aspect of pricing. It has to do with the difference between how photographers and clients perceive any given photo shoot. What many photographers, enthusiasts and pros, often forget is that a photo shoot is a rare and big event for a client. While we do shoots every week, most people might do a professional photo shoot a few times in their lives. A FEW TIMES IN THEIR LIVES.

If you charge cheap, cut corners, or otherwise short-change your clients, you really are depriving them of something special. You are depriving them of the opportunity they may only have a few times to experience a professional photo shoot – to be the center of attention during the shoot, the recipients of small gestures that make them feel like valued clients, and ultimately the recipients of truly beautiful professional images.

Instead of skimping on the price, go ahead and price high. And then make it worth it. GIVE YOUR CLIENTS THE UNIQUE AND MEMORABLE EXPERIENCE OF WORKING WITH A TRULY PROFESSIONAL PHOTOGRAPHER. Dress like a pro, act like a pro, project confidence. Do your homework before the shoot. Go the extra mile to make your clients feel valued before, during, and after. Do everything necessary to create the ambiance of an idealized “photo shoot” as well as produce great images.

Think of yourself as selling an EXPERIENCE, not just a set of photos. If you can do that, I guarantee your clients will be happy to pay for your services. And they’ll remember the experience for a long time to come.

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For most photographers, the word “portfolio” evokes images of a physical “portfolio” of images, often in a big black portfolio case, that represents who you are as a photographer. There are still a few situations when such classic portfolios are relevant—for example, if you are applying for a prestigious art gallery, going to visit a high-dollar commercial photography client, or meeting in person with prospective wedding clients.

But for most photographers most of the time, the traditional “portfolio” has always been of limited value. That’s not to say most photographers don’t use portfolios. Indeed, every time a photographer sends a submission to a magazine, stock agency, or other prospective buyer—whether slides, prints, or an email with digital images—that photographer is sending a portfolio. In this case, each portfolio is different, depending on the client.

Today, however, the portfolio concept is taking on yet another connotation. In the digital era, your website is your portfolio.

A website is like a conventional portfolio in that it showcases your best work and presents an overall impression of your style and identity. Yet a website is also much more powerful. It offers an enormous range of creative design possibilities. And it is capable of reaching hundreds or thousands of people with relatively little extra work on your part. It’s also the first impression that most prospective buyers will have of your work.

Even the conventional situations above—art galleries, high-end commercial assignments, and weddings—most clients will see your website before they see anything else. Many stock agencies and buyers will now simply ask for a link to your website instead of asking for a submission of photos.

So in the digital era, the question “do you need a portfolio” is synonymous with the question “do you need a website.” And the answer is yes, absolutely. And you need to give your website — it style, the images it includes, the aura it projects — the same attention you might have given to preparing a portfolio in a bygone era. It’s the most critical step you can take to start selling photos and getting clients.

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