How much to charge for headshots
The Short Answer
A standard individual headshot session in the United States is usually priced at $250 to $500. The pricing references used here are dated ****.
A practical starting price for a straightforward session is about $350. That price can cover:
- 30 to 60 minutes of shooting
- One or two backgrounds or looks
- Posing and lighting direction
- Two to five retouched digital images
- Personal, LinkedIn and company website use
- Delivery within five business days
Charge $150 to $250 if you are building a portfolio or offering a short mini session. Charge $500 to $900 or more for executive portraits, personal branding, multiple looks, location work or advanced retouching.
One current U.S. pricing reference places the average professional headshot near $304, with many standard sessions between approximately $216 and $427. Other market benchmarks place individual headshot sessions around $175 to $450, with higher rates for executive work and major metropolitan areas.
Recommended Headshot Pricing by Service
| Headshot Service | Recommended Starting Price | Typical Deliverables |
|---|---|---|
| Entry-level LinkedIn headshot | $150-$250 | 15-30 minutes, one look, one to three retouched images |
| Standard professional headshot | $250-$500 | 30-60 minutes, one or two looks, two to five retouched images |
| Actor or model headshots | $275-$600 | Multiple looks, more direction, several final images |
| Executive headshot | $400-$900 | Detailed lighting and retouching, studio or location setup |
| Personal branding session | $500-$1,200+ | Multiple outfits, locations, poses and image types |
| Corporate half-day session | $800-$2,000 | Five to 15 people, consistent lighting and backgrounds |
| Corporate full-day session | $1,500-$4,000 | Larger teams, on-location production and standardized delivery |
These are practical U.S. starting points, not fixed industry rates. Major cities, specialist experience, commercial usage and more involved production can push the price higher. Current benchmarks place executive headshots at approximately $250 to $600 per person and corporate day rates between roughly $1,500 and $4,000.
Why $350 Works for Many Photographers
A $350 package is a sensible middle option for a standard individual headshot. It gives the client a clear offer while leaving room to account for preparation, shooting, editing and business costs.
A $350 package could include:
- Up to 45 minutes of photography
- One studio or outdoor location
- Up to two clothing changes
- Posing and expression guidance
- Three professionally retouched images
- High-resolution and web-sized files
- Delivery within five business days
- Personal and standard company website use
Do not price the session only by the time the client spends in front of the camera. A 45-minute shoot can require three to five hours of total work once you include communication, travel, setup, image selection, retouching, exporting, delivery and administration.
How to Calculate Your Minimum Profitable Price
Use this formula:
Minimum session price = total working hours × target hourly rate + direct costs + usage fees
Example:
- Client communication and preparation: 30 minutes
- Travel and setup: 1 hour
- Shooting: 1 hour
- Culling and editing: 1.5 hours
- Retouching and delivery: 1 hour
- Total time: 5 hours
- Target rate: $75 per hour
- Travel, studio and other direct costs: $50
5 hours × $75 = $375
$375 + $50 in costs = $425 minimum quote
You could round that to a $425 or $450 package.
Your hourly target needs to cover more than personal income. Include equipment, lighting, insurance, software, website costs, marketing, taxes, healthcare, repairs and unpaid administrative work. The Professional Photographers of America advises photographers to calculate their cost of doing business before setting prices. PPA also reports that photographers may retain only about 20% of total income as personal pay after business expenses.
Use Packages Instead of Charging Only by the Hour
Hourly pricing can make it harder for clients to understand what they are buying. It can also penalize you for working efficiently. Packages give both sides a clearer starting point.
Essential Headshot Package: $225
This package suits LinkedIn profiles, email signatures and straightforward professional updates.
- 20-minute session
- One outfit
- One background
- One retouched image
- Standard delivery
- Personal and standard business use
Standard Headshot Package: $350
This package suits professionals, consultants, real estate agents and small-business owners.
- Up to 45 minutes
- One or two outfits
- Two lighting or background variations
- Three retouched images
- High-resolution and web-sized files
- Delivery within five business days
Executive or Branding Package: $650
This package suits executives, public speakers, authors and personal-brand clients.
- 60 to 90 minutes
- Up to three outfits
- Multiple backgrounds or locations
- Six retouched images
- Posing and image direction
- Priority gallery delivery
- Additional commercial usage discussed in the quote
The difference between packages should not be the number of final images alone. Higher-priced packages can also include more planning, looks, locations, direction, retouching or usage rights.
How Much Should You Charge for Corporate Headshots?
For corporate headshots, charge by project scope rather than by the hour.
A corporate quote can include:
- Setup and production
- A per-person photography fee
- Retouching
- Travel and parking
- Additional backgrounds or lighting changes
- Rush delivery
- Commercial usage rights
A quote for 12 employees might look like this:
| Item | Example Price |
|---|---|
| On-location setup and production | $600 |
| 12 employees at $100 each | $1,200 |
| Basic retouching | Included |
| Standard company website and internal use | Included |
| Total | $1,800 |
A half-day corporate shoot commonly falls around $800 to $2,000. A full-day engagement often falls around $1,500 to $4,000. Increase the quote when the client needs extensive styling, multiple lighting setups, same-day delivery, more employees or broad advertising use.
For large teams, lower the per-person price without letting the total project become unprofitable. A company with 30 employees should pay less per person than an individual client, but the quote still needs to cover scheduling, setup, production and post-processing.
When to Charge Separately for Commercial Usage
Include LinkedIn, email signature and company staff page use in a standard headshot package. Paid advertising, billboards, national campaigns, book covers, press campaigns and broad commercial distribution may require a separate usage fee.
In the United States, the photographer generally owns the copyright when they create the photograph unless the rights are transferred through a written agreement or the work qualifies as work made for hire. The U.S. Copyright Office distinguishes ownership of an image from permission to use it.
Your contract should state:
- Who owns the copyright
- Where the client may use the images
- Whether advertising use is included
- Whether the license is limited or perpetual
- Whether the client may edit the photographs
- Whether you may use the images for marketing
- Whether the client receives a copyright transfer
The American Society of Media Photographers treats photography fees and licensing fees as separate parts of many commercial assignments.
Common Extras and Their Fees
Consider charging separately for:
- Additional retouched images: $50-$100 each
- Additional look or setup: $75-$150
- Rush delivery: $75-$200
- Hair and makeup: vendor cost plus coordination
- Studio rental: rental fee
- Travel beyond the included radius: mileage or a flat fee
- Weekend or evening appointments: $50-$150
- Advanced skin, hair, wardrobe or background retouching: quote by complexity
- Paid advertising or extended commercial usage: quote by campaign and duration
These are menu prices, not universal rates. Adjust them for your experience, local demand and actual editing time.
When to Raise Your Headshot Prices
Raise your rates when:
- You are booking consistently
- You have a strong, specialized portfolio
- Clients regularly choose your highest package
- You are turning away work because of limited availability
- Your editing and delivery process is becoming rushed
- Corporate clients request repeat sessions
- Your current price no longer covers business expenses
- You have developed a recognizable lighting or directing style
A gradual increase of 10% to 20% is easier to introduce than a major change across every package. Keep existing quotes valid for clients who have already received a proposal.
A Simple Quote You Can Send Today
For a standard individual session:
Professional Headshot Session: $350 Includes up to 45 minutes of photography, posing and lighting direction, up to two outfits, three professionally retouched digital images, high-resolution and web-sized files, and delivery within five business days. Standard personal and company website use is included. Additional images, travel and commercial advertising usage are quoted separately.
Before sending the quote, check that the fee covers total labor, location costs, retouching, turnaround time and usage rights.