How to Create a Standout Client Experience as a Family Photographer

It’s no secret that people can book a photo session with any number of photographers. But what really sticks with them (and keeps clients coming back) is how you made them feel. Creating a client experience that’s easy, warm, and personal is what turns one-time clients into loyal fans.

Here’s how I’ve built a client experience that actually feels good, for them and for me, and some ideas you can steal to make your own process stand out.

1. Use your personality in every interaction

From the first email or DM, your client should get a feel for you. Don’t write like a customer service bot. Let your messages sound like the real person they’ll meet on session day.

You can still be professional, but don’t overdo the corporate talk. Speak like you would to a friend (but just slightly more professional), and you’ll build trust without even trying. Add your personality into your messages so they feel like they know you before they even meet you.

2. Help them prep, take some of the stress off their plate

You know how stressful it is to get your own family ready for photos? Your clients are feeling that, too. That’s why it’s so important to make the prep process feel simple and low-pressure.

I actually use two different approaches depending on the session, and both work really well.

For my sessions, I like to break things up and send helpful info a little at a time. After they book, they get the location guide first. Later comes the styling tool and client closet options. Then I send session tips, a short questionnaire, prep advice, and finally, a reminder email two days before the session with directions and a list of what to bring. It’s all spaced out just enough so it never feels overwhelming (and if they book last minute, I just send the essentials).

You can actually purchase my entire family session workflow if you use 17hats as your CRM! After purchasing, you can load the workflow right into your account and customize it to your brand, but it has all my email templates all set up to send at the right time! If you don’t use 17hats, you can just purchase my email templates, ready to plug into any CRM or mail system.

For my associate photographer’s sessions, I’ve been testing a different strategy. Clients receive a full welcome guide right after booking, with most of the info in one place. That way, they can read it all at once or come back to it when they need it without having to wait for the next email.

I’m still deciding if I prefer one over the other, but really, both have been great. So pick whichever strategy fits your workflow and your client base. The goal is the same either way: make their life easier.

3. Set expectations about imperfection (in a good way)

Before their session, I send an email that gently reminds parents what really matters. I tell them their kids don’t need to behave perfectly. Their hair might blow in the wind. They might run in circles or laugh about fart jokes, and that’s exactly what I want to capture.

This takes so much pressure off and sets the tone for the session. I’m not there to judge, I’m there to document their family being themselves. I also remind them that redirection is always more helpful than discipline. Kids don’t need to be told to act differently for the camera. They’re already doing great.

And I don’t just say it once. I weave this message into almost every email in different ways, so by the time session day arrives, they’ve read it four or five times. Sometimes it takes that kind of repetition to actually sink in, especially for parents who’ve never had a lifestyle session before.

The more they believe it, the more relaxed they’ll be. And the more relaxed they are, the better the experience for everyone.

4. Be the calmest one in the room

When photo day rolls around, I fully expect some level of chaos. That’s not a problem, it’s actually kind of the point. I show up ready to adapt, play, and follow the kids’ lead. If someone’s late or a toddler is melting down, I’m not flustered. I just work with it.

That calm energy rubs off on the family, and it turns what could be a stressful experience into something that feels more like playtime with a friend who happens to have a camera. Instead of stiff poses, I use playful prompts and light direction to keep things relaxed and real.

5. Follow up with sneak peeks, texts, and real connection

After the session, I love texting a few sneak peeks within a day or two, It’s not something I promise ahead of time, which makes it an extra fun surprise. Clients usually reply with the sweetest messages, which is a great little dose of post-session encouragement.

When I deliver the full gallery (as long as it’s not midnight, haha), I try to text them about it, too. I’ve noticed I get more heartfelt replies that way. People often mean to respond to emails but get busy and forget. A text is more casual, and it keeps the conversation going.

6. Use the built-in slideshow feature to make gallery delivery feel special

If your gallery software offers this, take advantage. I use Pic-Time, which has a built-in slideshow creator with tons of music options. It takes just a few extra minutes to set up, and it turns the gallery into an experience.

Clients get to sit down, press play, and feel like they’re watching their story unfold. It’s emotional. It’s memorable. And they’re way more likely to share it with others.

Here’s an example:

7. Ask for a review in a way that feels personal

A week or two after delivery, I send an email asking for a review with a direct link to Google. But I don’t treat it like a sales task. I try to include a short note about how much I enjoyed their session or something I remember from the shoot. That makes it feel more like a thank-you than a request.

I also like to include some questions they can answer in their review. “Were you worried about anything before the session and did it come true? If not, what happened instead?” Questions like that will give you a much better review than “had fun, love the photos.”

Another thing I do is include a few photos from their session attached to the email. This way, they are ready to go and they don’t have to go search for photos (plus, you can curate the photos people add to their reviews!).

When you’ve created a great experience, people want to say something nice. You just have to make it easy.

The whole point: make it feel good

Your clients might not care what lens you used or forget what you said about print sizes. But they’ll remember how it felt to work with you. If it was easy, fun, thoughtful, and stress-free, that’s what they’ll tell their friends. And that’s what brings them back.

Want your client experience to feel smooth from the very first email?

Grab my Email Template Bundle for Lifestyle Family Photographers. It includes every message you need to prep clients so they feel confident and excited for their session.