How Much do Professional Headshots Cost?
Pricing for photography services is something that is often misunderstood. I think that a lack of transparency contributes to this, but there are also a few other factors at play. Pricing varies wildly from photographer to photographer based on their processes, workflow, and beliefs. There also seems to be a big skill gap with photographers; some are capable of magazine quality images, some not so much. This leads to photography services and pricing that varies greatly. The goal of this post is to create some clarity for people who are interested in learning more about this topic.
An average price range
To keep this simple, while searching for prices, you’ll find options that vary from $75 to $1000+. I’ve actually heard of headshot sessions exceeding the $5,000 range. My sessions average about $400, which puts me solidly in the mid-range. My comparable competition averages about $400-$1000.
The High-End Photographer
The average person might be wondering why there is such a large range or why people would pay over $1,000 for a headshot session. In the simplest of terms, this comes down to supply and demand. A photographer who charges a high amount and has been in business for years typically does that because they are still receiving the amount of business they need. They usually have the following qualities:
Reputation: their reputation locally, nationally, and worldwide is that they are one of the best, most renowned photographers
Network: they’ve worked with prestigious/well-known clients
Quality: their work is of the highest quality. They understand lighting and professional retouching.
Reviews/Testimonials: they receive the most and best client reviews and testimonials
These types of photographers typically book clients who are less concerned about budget and more concerned about quality. These clients don’t want to waste time and want the best results (and definitely don’t want to spend time reshooting because their first session didn’t work out).
The Budget ($50-$200) Photographer
The idea of doing a $50 headshot session is probably a great idea if you don’t know much about photography. However, it generally works out to be a massive waste of time. I can’t get through this section and be totally honest without being a little blunt and extremely direct. Here are some of the qualities of the budget photographer:
They are usually new to photography and have minimal skill with a camera.
They don’t have a studio (no way you can afford a studio at that price range) or need to shoot in their home.
They don’t understand professional retouching or lighting.
They don’t understand ethical business practices.
They have a large turnover of people; they cannot give each shot the attention to detail needed to make someone comfortable, prepared for the shoot, and able to pose properly.
To go further, this affects the client in a few ways. Here are some issues that arise with hiring budget photographers.
It’s a massive waste of time and money: generally, you’re not going to like how the photos look. You’re going to need to book ANOTHER photographer and spend more money and more time doing the next shoot.
You’re not going to look great in the photos. The smallest movement of the light or variation in the flash settings can throw off a picture, and typically, the budget photographer’s skill level doesn’t allow them to notice this. For a lot of people, receiving unflattering pictures of themselves is a pretty awful experience. This is what makes people hate being in from of the camera.
I don’t want to discourage the budget photographer. Everyone starts somewhere; my pictures were literally terrible when I first started. The goal of this is to inform the audience reading it. If you have a friend or know someone getting into photography, support them, encourage them, and considering hiring them if you trust their level of skill/passion.
The Mid-Range Photographer (AKA most headshot photographers who’ve had sustained business)
This is where I fall into and where most photographers I see as “competition” fall in. For a good headshot session in LA covering various looks, expect to pay somewhere between $400-1,000 dollars. If you’re stuck between a few options and have a hard time choosing, price SHOULD NOT be the determining factor (unless the photographers are apart by more than a few hundred). I’m not going to list the mid-range photographer's qualities because there are way too many variables in this segment. Instead, I’ll list some things that the consumer should be looking for before booking. This is to help guide people to the right photographer for THEM.
Style: you should be picking a photographer that has images that speak to you. If you prefer moody, elegant images, you shouldn’t be booking a photographer that edits bright/happy images. Also, look at how they seem to edit skin tone. Some photographers lighten skin tones, and some darken them. I’ve found that many clients are hypersensitive to the color of their skin during the editing process.
Retouching: This varies WILDLY between clients, and there seems to be no way to predict this. This is why I offer both retouched and unretouched images as options. When a client opts for retouching, I also ask HOW MUCH retouching they want and if they want any specific features erased or altered. Not all photographers work like this. Look at the level/quality of retouching the photographer you’re interested does and make sure it aligns with your preferences.
Packages/Deliverables: Do you want all of the photos? A few high-quality photos? Do the images come with retouching? How many images come with the session? What is the price? YOU NEED TO MAKE SURE YOU UNDERSTAND THIS STUFF BEFORE YOU BOOK A PHOTOGRAPHER. I have that bold because my biggest pet peeve is when a client comes in and doesn’t understand the pricing structure beforehand. Throughout my booking process, I make my pricing/deliverables as clear as humanly possible. Make sure that the photographer you book does so as well, so there are no unexpected costs.
Skill Level: This is simple but needs to be stated. Make sure that the photographer’s portfolio looks and feels professional, modern, and high-end. Please take note of how well their subjects are lit. Do they have them do tacky unflattering poses? Are the backgrounds cheap-looking or unflattering?
Hopefully, this guide helps those who are new to booking a photographer. I’ve found that most clients have NOT gone through the process of booking a headshot photographer before. I understand that it can be a novel, a daunting task so I try to be as transparent and informative as I can during this process. As always, if you have any questions feel free to email me at info@mattmarcheski.com.