Your Ideal Client Might Change—And That’s Actually a Good Thing

I can’t count how many courses I’ve taken that asked me to define my “ideal client.” It’s a great way to think through details and I think it’s a really useful exercise! Here’s the thing I’ve learned after more than a decade in business: your ideal client might change, And not just once—it may shift several times as you grow, experiment, and figure out what you truly love (and don’t love) to photograph.

I’ve filled out all the worksheets, made mood boards, and written out that picture-perfect dream client. Then I’d see another photographer’s work that I absolutely loved and think, Oh, that’s it—that’s who I want to photograph too.

What I didn’t realize at the time was that I wasn’t really chasing my ideal client, I was chasing someone else’s.

I used to feel a little boxed in by the whole concept of an "ideal client." I like so many different types of session, how could I possibly narrow it down? It took me a few years (and a lot of trial and error) to understand that it’s okay if I don’t love what everyone else loves. It’s okay if I don’t want to photograph toddlers in vintage clothes or plan elaborate, styled sessions, it’s equally ok if I do. It’s okay if I enjoy photographing families with teens by a lake just as much as I adore a one-year-old’s cake smash session in my studio.

You have something unique to offer this industry, and it might take a little trial and error to find your sweet spot. You may start out thinking you only want to photograph newborns, but discover that you actually love the energy of events. You might be convinced seniors are your dream clients only to realize that toddlers (yes, even the wild ones) bring you the most joy.

The clients I love working with? They’re usually in plain, comfortable clothes. They’re relaxed, present, and they care more about connection than perfection. That’s what lights me up. One of my favorite families showed up to their shoot this year, and the mom said, “We didn’t have time and I didn’t want to argue, so my youngest boy just dressed himself.” It wasn’t what she had pictured—but it was real life, and she let it happen. The memories and the photos turned out beautiful.

If you’re just starting out, here’s my advice: try several things before narrowing your focus. Don’t let someone else’s work become your endgame. It’s so easy to look around and assume that what works for another photographer should be what you aim for—but your voice is different. And that’s a good thing.

Your ideal client doesn’t have to be set in stone. Let it shift as you grow. Keep exploring, stay curious, and trust that the right fit will start to feel obvious the more you shoot.