Photography is one of those fields where the portfolio isn’t just important. It’s everything. Nobody hires a photographer based on their resume. They hire based on the work.

But having great photos isn’t the same as having a great portfolio. I’ve seen talented photographers with mediocre portfolios and average photographers with portfolios so well-curated they consistently book work. The difference is strategy.

The Cardinal Rule: Edit Ruthlessly

Your portfolio is only as strong as your weakest image. Every photographer I’ve worked with has the same problem: they include too many images. Emotional attachment to certain shots clouds judgement about what actually serves the portfolio.

Here’s the test: if an image doesn’t make a potential client think “I want this person to shoot for me,” it doesn’t belong in your portfolio. Not even as filler.

For most photographers, the sweet spot is:

• Wedding/Event: 25-40 images showing range and storytelling
• Commercial/Product: 15-25 images demonstrating versatility within your niche
• Portrait: 20-30 images showing different lighting, locations, and subjects
• Fine Art: 15-20 images in a cohesive series or theme

Less is almost always more.

Curation Over Volume

The best photography portfolios tell a story about the photographer’s vision. They have a consistent aesthetic, even when showing range. The lighting style, colour grading, and composition choices should feel cohesive.

If you shoot both moody editorial work and bright lifestyle content, consider separating them into distinct portfolio sections or even separate portfolio sites. Mixing drastically different styles in one stream confuses potential clients about what they’ll get.

Platform Choices for Photographers

The photography world has strong opinions about portfolio platforms. Here’s my take:

Squarespace

The most popular choice for Australian photographers, and for good reason. The templates are designed for visual content, the galleries look professional, and the pricing is reasonable. Good for most photographers.

Format (format.com)

Built specifically for creative professionals. Excellent gallery options, client proofing, and print sales integration. Higher starting price but purpose-built for photographers.

Pixieset

Combines portfolio with client galleries. Great for wedding and event photographers who want an all-in-one solution for showcasing work and delivering images to clients.

Custom Build

Some photographers build custom sites using tools like WordPress with portfolio themes. This gives maximum control but requires more maintenance.

Instagram

Instagram is not a portfolio, but it is a discovery tool. Treat it as a complement to your main portfolio site, not a replacement.

What Clients Look For

I’ve spoken with dozens of Australian clients who regularly hire photographers. Here’s what influences their decision:

Relevance. They want to see work similar to what they need. A food brand looking for product photography wants to see product photography, not landscapes.

Consistency. They want confidence that every shot will be high quality, not just the best ones. A consistent portfolio gives that confidence.

Storytelling. Especially for events, weddings, and editorial work, clients want to see complete stories, not just highlight shots. Include wider shots, detail shots, candid moments, and emotional peaks.

Behind-the-scenes context. Brief captions or blog posts about how you approached a shoot help clients understand your process and professionalism.

Testimonials. Client reviews next to the relevant project work are powerful social proof.

The Blog Advantage

Photographers who blog about their shoots have a significant advantage. A blog post with 10-15 images from a wedding, with brief commentary about the day, serves multiple purposes:

• It’s a detailed portfolio piece
• It helps with SEO (text content that Google can index)
• It demonstrates your storytelling ability
• It gives clients a feel for what working with you is like
• It creates shareable content for social media

One blog post per month is enough to make a difference.

Pricing and Contact

Make it easy for potential clients to take the next step. Your portfolio should include:

• Clear information about what you shoot
• Pricing guidance (starting rates or packages, even if approximate)
• A simple contact form or booking enquiry option
• Response time expectations

The photographers who consistently book work are the ones who make the enquiry process frictionless.

Print Portfolios

In an age of screens, a printed portfolio book still has impact for certain markets. If you do commercial work, architectural photography, or editorial shoots, a professionally printed portfolio for in-person meetings can set you apart.

Services like Queensberry and Artifact Uprising produce beautiful portfolio books that make a lasting impression.

Final Thought

Your photography portfolio should be a living thing. Update it quarterly. Remove work that no longer represents your current level. Add fresh projects that show your latest capabilities.

And remember: a potential client will judge your portfolio in seconds. Make every image count.