As a photographer, capturing beautiful images of your clients’ special moments is only part of running a successful photography business. Instead, what truly sets apart one photographer from another is the entire experience that a client has, from inquiry to gallery and printed product delivery.
The way that a client feels throughout the process of working with you is just as important as the images themselves, both in the quality of the photos and in the memories they evoke. We all want our photos to transport clients back to the moments and the feelings they experienced, but another powerful emotion is remembering how cared for and seamless the photography process felt like with you.
A positive client experience not only is key to satisfied clients, but a straightforward and heartfelt client process also helps to build relationships, foster trust, and generate referrals. Let’s unpack why client experience is important for photographers and how you can elevate your process to serve your clients better.
- Client experience isn’t about gifts or discounts; it’s about demonstrating that you care.
So many business owners believe in the power of gifts or referral discounts as essential elements in delivering a stellar client experience. After all, who doesn’t like receiving presents or saving money?
What leaves a lasting impression, far beyond a gift or a discount, is showing your clients that you genuinely care about them and their families. Client experience can include both small and thoughtful touches, like greeting your client’s family members by name or helping them relax in front of your camera, as well as more customized services, like helping your clients design artwork they’ll feel proud to display in their homes.
Overall, a positive client experience is built upon connection and care, and guiding your clients through the photography experience can create a lasting impact and help them feel seen, appreciated, and confident in their choice to work with you.
- Don’t underestimate the power of clear communication in shaping client experience.
One key ingredient to ensuring a stellar client process is clear communication. From the moment a client inquires about working together, it’s important for you as a photographer to set clear expectations as you guide them through the next steps.
It’s no secret that clients appreciate knowing what to expect. That’s why I recommend sharing information with your clients throughout their photography experience, including what to wear for their photography session, the timeline for receiving their images, and even tips on how to prepare even the youngest members of their families for a smooth session.
By proactively answering your client’s questions and keeping them informed as they move through your process, you’re able to help your client feel at ease and demonstrate your professionalism at the same time.
- Repeat clients and referrals are the best indicators of client experience.
When you’re building your photography business, nearly every client that comes your way is new to you in some way. Even if you’re serving a family friend or a family you know from your child’s school from behind the camera, each new client is an opportunity to demonstrate your approach to making the photography experience smooth and enjoyable.
Once you’ve been in business for a while, you’ll notice a certain number of clients who continue to book you year after year. Those loyal, repeat clients are a great indicator that your client experience is working well for you!
Another way to know if your client experience is successful is by tracking client referrals. Fun fact: About 60 percent of my new-to-me clients find me through a referral from a family member or a friend! Just like repeat clients help me to know that I’m serving a family well, referrals are also a positive sign that your past clients are speaking highly of you to others in their circle.
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Client experience doesn’t have to be complicated or particularly grand; in fact, the best client experiences are often the most simple, in that they prioritize communication and care.
I learned early on in my photography business that as photographers, we are often invited into a client’s family (and for those of us who are in-home photographers, into their homes). Just like you would remove your muddy boots before walking into a stranger’s home, out of care and concern for their space, the way that you guide your clients through the experience of working with you should demonstrate that same level of focus and attention.
P.S. If you’re looking for a few ideas to elevate your client experience, I’ve got just the thing! Check out my NEW freebie, Four Must-Have Website Resources to Uplevel Your Client Experience.
