How to Choose the Right Photographer for You

Choosing a photographer sounds simple, but it’s one of those things you only really understand once you’ve done it a few times. Whether it’s for your business, your wedding, or a personal project, finding the right photographer is about so much more than just liking their style on Instagram. It’s about connection, trust and clarity about what you actually need.

I’ve been on both sides. I’ve worked as a photographer for years, mostly in personal branding, but I’ve also been a client. I’ve stood in front of the camera, trusting someone else to capture moments that mean everything to me. And what I’ve learned from both sides is that the experience and the outcome depend on how well you choose the person behind the camera.

Look at the Full Picture

When you go on a photographer’s website or social media page, don’t just stop at a few highlight photos. Anyone can have three or four great shots from a full shoot, but that doesn’t tell you what the overall result will look like. If you can, ask to see full galleries. You want to know how consistent their work is from start to finish.

For example, if a wedding photographer shows you only a few perfect couple shots from each wedding they shot, it’s hard to tell whether they can deliver a full gallery that fits what you are looking for, captures emotions, shows all your guests and gives you insight on how they manage bad weather or lighting conditions. You’re not just buying one great image, especially on a whole day shoot. You’re investing in the whole experience and everything that comes out of it.

Style Matters But So Does Personality

Every photographer has a certain style and that’s a good thing. You can see it in how they edit, how they capture light, and how they guide people in front of the camera. But when it comes to personal brand photography for example, the goal isn’t to make every client look the same.

Your brand should feel like you. And that means your photos should reflect your energy, your tone, and your individuality. So when you’re choosing a photographer, make sure they understand your brand before you even start talking about poses or locations.

Some photographers will help you figure that out as part of their process. They’ll ask about your colours, your brand vibe, your target audience, and what kind of content you need. Others will simply have their own distinct visual style and expect you to fit into that. Neither is wrong, it just depends on what you need.

If you already have a strong brand identity and their editing style fit perfectly into your vision, go for it. But if you need help building your visual direction, find someone who offers that kind of creative guidance before the shoot.

On the other hand, if you are looking for the right photographer to take your newborn photos, you will want to find someone who has found their signature style & way of posing all the family members.

The Pre-Shoot Conversation

This is something many people underestimate. The communication before the shoot can tell you everything you need to know about whether this person is right for you.

If your photographer doesn’t ask you any questions before the shoot, that’s a red flag. They should want to know what the photos will be used for, where they’ll be shown, and what kind of feeling you want to create.

Because the answers to those questions change everything. How they shoot, how they edit, how they compose the frame. A personal brand shoot for Instagram looks completely different from a business portrait session for LinkedIn or a wedding celebration with 100 guests.

Understand What’s Included

Every photographer structures their packages differently. Some include retouching, others don’t. Some focus on delivering a few perfectly retouched images, while others give you a larger variety of natural but still edited shots perfectly fit for your online content.

So think about what you actually need.

If you only need five professional portraits for your website or your resume, then paying for high-end retouching makes sense. But if you’re planning to use the photos for social media, it’s usually better to have more content — photos with movement, laughter, lifestyle moments and different outfits. You can always choose your favourites later. A big plus is if they can give you some sort of “video add on” as we all know how video content plays such a big role these days.

Also, always read the details of each package. Look at how many photos are included, how they’re delivered, and whether you get commercial usage rights. That’s especially important if you plan to use your photos for marketing or promoting your offers.

Know What You’re Paying For

Photography isn’t just about pressing a button. When you pay for a shoot, you’re paying for the photographer’s time, experience, creativity, and technical knowledge. You’re also paying for their ability to make you feel comfortable and confident and that’s worth a lot.

If you plan to use your photos to promote your business, make sure you have a clear agreement about licensing. Commercial use usually requires a specific license, even if the photos are of you. And the same goes the other way. Your photographer can’t use your images for their own promotion without your consent. Both of you have rights and both need to agree on how the photos can be used.

Think Outside the Box

If you’re planning a shoot that’s really important for your brand or for a special moment in your life, consider making it something memorable. You don’t always have to book someone in your hometown.

Maybe your dream photographer lives in another city. Maybe you’ve always wanted photos in a specific location. You can plan a small trip, make it a weekend getaway, and combine the shoot with an experience you’ll actually remember.

If you have the resources, bring your favorite photographer with you. Pay for their travel and make it an opportunity to create something truly personal. The best photos often come from moments where you feel inspired and at ease, not stressed or rushed.

It’s All About Connection

At the end of the day, the most beautiful photos come from trust. You can have the best camera, the most expensive lens, the perfect light and it still won’t matter if you don’t feel comfortable with the person taking your photo.

That’s why getting to know your photographer matters so much. You’ll feel it when it’s a match. The conversation will flow, you’ll feel seen and understood and you’ll know that they get your vision.

Because great photography isn’t just about the image. It’s about energy. It’s about how you felt when the photo was taken.

And here’s a little note for all my fellow photographers reading this: if you want to attract the right clients, please use social media to actually be social. I see so many photographers hiding behind their work, but people need to see you. Because this job is so much about connection, your clients need to know who you are before they ever step in front of your camera. You don’t have to get overly personal or share every part of your life. You also don’t have to post complicated behind-the-scenes reels. Just start showing up in your stories. Talk. Share small things. Because people can tell within seconds if they vibe with someone or not, and that simple story of you talking might be the thing that makes them feel safe and excited to work with you.

Imagine having clients who follow you because they genuinely love your energy and can’t wait to meet you in real life. Imagine clients who are already sold on working with you before even asking for your prices. That’s what happens when you build your own personal brand as a photographer. The sales part becomes easy because they already trust you. They’ve already decided that they want you not just your photos. They are already sold. When you show up. When you let them get to know you. Because in the end, people don’t just choose a photographer for the outcome. They choose the person behind the camera.

Before You Book — A Quick Checklist

Here’s what I would always look for before making a decision:

✅ Do you love their overall editing style and portfolio?

✅ Have you seen full galleries, not just highlights?

✅ Do you feel comfortable and understood in conversation?

✅ Does their package include everything you need (editing, licensing, format)?

✅ Do they ask questions about your goals and brand before the shoot?

✅ Do you trust them to capture the real you?

The right photographer won’t just take your picture. They’ll capture your essence, your story, your presence. And when that happens, the result will always be timeless — no matter what kind of shoot it is.