How to build a freelance career that lasts, from The Photography Foundation

Building a freelance career that lasts takes more than honing a creative skill; it requires practical knowledge, strong support and access to the necessary tools. That’s the focus of Developing a Sustainable Practice, a new video series and toolkit from The Photography Foundation. Designed to help demystify the industry, it’s packed with guidance on everything from developing your portfolio to navigating pricing, clients, and mental wellbeing.

Starting a freelance career can feel like stepping into the unknown. For aspiring photographers in particular, there’s no clear map – just your passion, your camera and the determination to make it work. But you don’t have to figure it all out alone, and that's where The Photography Foundation comes in.

Steps to a sustainable career

Developing a Sustainable Practice was created to help emerging creatives build a thriving, long-term career. It brings together insight from a diverse range of professionals who’ve walked different paths through the industry. From pricing your work to protecting your mental health, the series shares honest, practical advice to help you develop a career that not only survives, but grows.

In this article, we’ve pulled out some of the top tips to help you get started. Watch the videos and download the toolkit for even more valuable tools and insight.

Grow your portfolio

When starting out, it’s important to get going and try not to overthink it too much. Identify what excites you – fashion, food, sports, storytelling – and let that guide your photography. Shoot regularly, experiment, and find patterns to help you figure out your personal style. A portfolio should be flexible, much like a CV. Tailor it based on who’s viewing it and showcase the work you want to be hired for. Share your work and seek feedback from a wide audience, not just other photographers.

Collaboration is essential for growth. It helps build your network, enhances your skills, and sparks creativity. Don’t be afraid to reach out to people you admire, most creatives are open to working together when it’s a good fit.

The Photography Foundation's online toolkit

Hone your technical skills

Invest in understanding the fundamentals of photography and continue improving your technical skills. This will help you feel more confident and in control of your work. Mastering your camera is just the start. To grow as a photographer, you need to understand light, get to grips with your gear, and develop your editing style. Begin with natural light to learn how it impacts the mood and feel of your photos. Once you’re comfortable, move to artificial lighting–an off-camera flash is an accessible way to level up your skills.

Lenses influence both the look and feel of your images. Experiment with different focal lengths to discover various perspectives. Post-production is where your style can shine, whether you edit from scratch or use presets, maintaining a consistent workflow helps you stay focused and efficient. Practice will build your style, not perfection.

Get your work out there

Sharing your work goes beyond talent – it’s about consistency, having a plan, and making connections. Different platforms serve different purposes, so think carefully about where and how you share. Build a presence that appeals to potential clients or collaborators. Networking is key–attend events, send genuine messages, and connect beyond your immediate circle.

Professionalism and clear communication go a long way, both online and offline. Your portfolio should be curated to reflect your strengths and style – sometimes less is more. While having an agent can be helpful, building an honest, supportive community is often more powerful. Public speaking may become part of your career–embrace it, be authentic, and trust in your voice.

Trainees from The Photography Foundation core training programme during portfolio & CV reviews with Shutterstock

Consider taking on commercial work

Balancing personal and commercial work is great for staying motivated and inspired. Personal projects help define your style and attract clients, while commercial work can get you out of your comfort zone.

Don’t feel pressured to narrow your focus too soon – build a visual brand that allows for growth while maintaining consistency. Understand how to work to a client brief, they set expectations and help you to understand the project’s goals. A clear plan, open communication, and a smooth workflow will save time, supporting you to focus on the more creative aspects of a project.

Professionalism is vital: understand your worth, communicate clearly, and learn to collaborate with others. Your network is what will ultimately help you build a client base, so nurture your relationships.

Trainees from The Photography Foundation core training programme during an introduction to studio photography workshop

Price and protect your work

Understanding your rights and setting boundaries is key to pricing and protecting your work. Copyright ensures that as the creator your images belong to you, and clients must gain permission to use them through usage licenses. Clearly define usage terms – how, where, and for how long your work is used – so you can negotiate fair terms. This helps to maintain industry standards and protect all creatives.

Contracts are essential. They outline expectations, covering payment, cancellations, and usage licensing. When pricing your work, factor in time, travel, client type, and usage. Build a pricing structure that reflects your experience and value, and be clear about how you cost your work as this will give you confidence when negotiating. Set clear payment terms to avoid late payments. Transparency and effective communication are key to protecting your work and ensuring you’re paid fairly.

Build client relationships

Building strong client relationships is crucial for growing your career. Start by creating opportunities from personal projects or collaborations that will strengthen your portfolio. Consistency is vital – reach out to potential clients via email, social media, or networking. As your career grows, maintaining strong relationships becomes even more important. Clients value professionalism, reliability and a positive attitude just as much as talent.

Cold emailing can be effective if done right. Keep it personal, concise, and visually appealing, showing how your work aligns with the client’s brand. Use platforms like LinkedIn to find the right contacts, and always follow up. Relationships in photography are about building a long-term reputation, not just landing the next job.

A product photography workshop at The Photography Foundation

Create your freelance workflow

Freelance photography is more than just taking photos, it’s about managing time and staying organised. Shooting is just one part of what professional photographers do, the rest is spent on admin, client communications, marketing, and financial management. Consider using time-tracking apps to gain an understanding of the balance between the creative and logistical aspects of your business. That way, you can start to allocate blocks of time to different tasks.

A solid workflow is crucial – organise your files, maintain a contact database, and use online storage for easy access to your best work. Invest in insurance to protect your gear and keep your finances in order by having a separate bank account for business expenses. As your business grows, tax management tools and bookkeeping apps can simplify financial tasks. Set financial goals and build a buffer for slower months to keep your business sustainable. Diversify your income by exploring various revenue streams such as selling presets, licensing images or mentoring.

Participants during a public programmes workshop at The Photography Foundation, focused on music photography and off-camera flash techniques.

Consider wellbeing and accessibility

Wellbeing is crucial in a creative career – freelance photography can be empowering but also overwhelming. The pressure to constantly create, especially on social media, can lead to burnout. It’s vital to prioritise rest and reflection, dedicate time to unrelated interests that bring you joy and remember that breaks are part of the creative process. Freelancing can feel isolating, so building a supportive community is important.

Receiving feedback can be daunting, but learning to separate constructive criticism from negativity will help you grow. Don’t let limited access to equipment hold you back. Use what you have, try secondhand or rental options, and get creative with interesting locations you can access for free.

Navigating challenges like imposter syndrome requires an internal and external support system. Believe you deserve a place in the industry as much as anyone else, value your work, and remember that you don’t need everything to be perfect to make powerful images – you just need to keep going and developing your work.