When we think about "client experience" we can concentrate too much on logistics — timely communication, smooth booking, on-time delivery. Those things matter — a lot — but the real magic happens when we focus on how our clients feel at every stage of the journey.

Because at the heart of photography is emotion. People book us to capture something meaningful: a moment, a milestone, a memory. And long after they’ve forgotten what they paid or how many images they received, they’ll remember what it was like working with us.

So, what do you want your clients to feel?

First impressions

Whether they find you on Instagram, your website, or by referral, that first impression sets the tone.

• Does your brand feel welcoming or high-end? Or both? Or affordable?
• Do your emails sound human or templated?
• Is it easy to understand what you offer, or do people have to dig for info?

Try this: Revisit your enquiry form, first email, or Instagram bio and ask, “How would this make me feel as a first-time client?” Informed? Reassured? Inspired? Or confused and unsure?

Their experience with you

Once they’ve booked, the pressure’s off — or is it? This is where a lot of photographers go quiet, without thinking.

• Are you setting expectations clearly?
• Do they know how to prepare?
• Do they understand?
• Do they feel seen and heard?.

Tip: Create moments of reassurance throughout. For example, a check-in text the day before a shoot can ease nerves and show you care.

After the shoot

This is where emotion peaks. Your client has trusted you with something special, and they’re eager to see the results.

• Do your products (prints, albums) help them relive the moment, not just store it?
• Do you deliver them with a shared sense of excitement, a note of surprise and delight?
• Is your packaging as thoughtful as your photos?

The lasting feeling

A great experience doesn’t end with a delivery. Clients who feel genuinely cared for come back. They refer friends. They rave about you without being asked.

So ask yourself this: When your clients think of their time with you, what three words do you hope come to mind?

• Maybe warm, professional, inspiring?
• Or effortless, fun, meaningful?

Now reverse-engineer your workflow, products, and communication to deliver those feelings, consistently!