What should you
actually be charging?
Not what you currently charge. Not what your friend charges. What the numbers say you should charge — given what you want to earn and how you want to work.
Tell us what you want.
This is not about what you currently earn. It is about what you are building toward. Enter your targets honestly — the result will be equally honest.
Enter your email and we’ll send your results — along with a copy of the free Honest Pricing Guide.
Your results will appear here once you complete the fields and submit your email.
How this works.
Your income goal plus all costs, divided by your shoot count. Charge below this and you will not hit your income goal without taking on more clients — which rather defeats the point.
The minimum with a 35% buffer for slow periods, equipment replacement, tax variation, and the unexpected costs that every business plan leaves out. This is what sustainable looks like.
Where your recommended price sits in the market matters as much as the number itself. The commentary tells you what that price level actually requires from you — honestly, not encouragingly.
The number is one thing.
Getting there is another.
Knowing what to charge and building a business that can command it are different problems. If you want help with the second one, that is what Craobh is for.
How much should you charge for wedding photography?
It is one of the most searched questions in the photography industry — and most of the answers are wrong. They tell you what the average photographer charges, which is not useful, because the average photographer is not running a sustainable business.
This calculator works differently. It starts with what you need to earn, what your business actually costs to run, and how many shoots you want to do in a year. From those numbers, it works out the minimum you can charge without undercutting yourself — and the price that gives you a realistic buffer for slow periods, equipment costs, and the things that always come up.
The commentary is honest. If your target price puts you in the middle of the market, we will tell you what that means. If it puts you in premium territory, we will tell you what that requires. There are no comfortable lies here.
This tool was built by Craobh Consultancy — a photography business consultancy founded by Matt Ward, who spent over a decade as a full-time elopement photographer in the Scottish Highlands, turning over £532,265 between 2022 and 2025. The figures are available on request. The advice is based on what actually worked, not what sounded good in a webinar.