From Generalist to Specialist: How I Found My Passion for Wedding Photography

When I started my freelance photography journey in March 2023, my portfolio was a mix of everything—interiors, christenings, architecture, travel, headshots, and even pet photography. My approach was simple: cast a wide net and see what opportunities came my way. My website reflected this, showcasing a little bit of everything but with no clear direction. I was eager to prove my versatility, but I hadn’t yet found my true niche.

Then, in September 2023, a friend reached out with an SOS—a couple needed a wedding photographer for December. At the time, I assumed it would take years before I broke into the wedding industry. After all, weddings come with immense pressure, and I was still early in my career. But after speaking with the couple, who were warm, trusting, and excited to have me on board, I took the leap.

The wedding day arrived, and I absolutely loved it. The joy, the energy, the privilege of capturing such an important occasion—it all clicked into place. But as the New Year rolled in, I found myself wondering: was this just a one-time experience? With no other weddings on my calendar (and knowing most couples book their photographers well in advance), I continued offering a broad range of photography services. After all, one wedding doesn’t make a portfolio.

Fast forward six months, and I had already photographed seven more weddings—four of my own, two as a second shooter, and one as an associate. More bookings started to come in for 2024 and 2025, largely through referrals. With this momentum building, and my love for wedding photography growing, I knew it was time to refine my brand.

Why I Chose to Specialize in Wedding Photography

You might be wondering—why not continue offering everything? There are certainly advantages to being a generalist: a wider client base, more variety, and a broad skill set. But I quickly realized that specializing in weddings came with some undeniable benefits.

1. Confidence & Credibility

When couples visit your website, they should immediately feel confident that you are an expert in wedding photography. A clear, focused portfolio builds trust. If your website is cluttered with unrelated work, potential clients may wonder if you’re truly dedicated to weddings—or just dabbling.

2. Attracting the Right Clients

Your website and social media act as your storefront. They shouldn’t just showcase what you’ve done—they should attract the type of work you want to do. By curating my portfolio to highlight weddings, I’m ensuring that couples who value my style and expertise are the ones reaching out.

3. Higher Earning Potential

Specialists, by nature, can command higher prices. A dedicated wedding photographer with a refined portfolio and clear expertise will always be able to charge more than a generalist who occasionally photographs weddings. Couples are willing to invest in a photographer they trust to capture their day beautifully.

A Balanced Transition

While weddings are my primary focus, I still offer event photography and couple/engagement sessions. I’m only 18 months into my freelance career, with fewer than 10 weddings under my belt, so I’m not at a stage where I’d turn down all other work. However, I’ve made intentional changes to my branding:

• My website now primarily showcases weddings, with events and engagement sessions as secondary offerings.

• I’ve removed irrelevant content from my Instagram to ensure a cohesive brand presence.

• My testimonials highlight my wedding experience to build credibility.

• I’ve created dedicated pages for my wedding services and pricing, making it clear that this is my specialty.

This shift won’t happen overnight, but refining my portfolio was the first major step in shaping the kind of photographer I want to be.

What’s Your Take?

If you’re a photographer (or any kind of creative!), have you chosen to specialize or do you prefer staying broad? I’d love to hear your thoughts—drop a comment below or send me a message!

July 2024

Are you a photographer just starting out? Read my blog "Turning my Photography Hobby into a Career: One Year In and My Top Tips!"