654: Gary Williams – How 100 Short Weddings Became a Calm, Profitable Photography Business

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Gary Williams of www.garywilliams.photography appeared on episode 581 of the podcast and was a total hit with listeners.

In that interview, Gary shared how his personal project of photographing business owners in his local area — Camden Passage in London — led to a beautiful photography book and becoming very well known in his community, which helped him attract new clients to his photography business.

Recently, I received this email from Gary. He says…

Hi Andrew

I just hit a nice milestone. I have been photographing weddings for almost exactly two years and just did my 100th yesterday!

I know you like numbers. I would say 70% of these are 2-3 hours long, Town Hall weddings.

The average price for weddings in 2024 is just under £1000, and for 2025, those pre-booked are just over £1400.

I don’t know if it’s of any interest to have me back on the show sometime to talk about what I have learned in that time.

… I thought that make a terrific topic and here we are.

In this interview, Gary shares what he’s learned from photographing 100 weddings in two years — including how he’s built a calm, sustainable business around short town-hall weddings, simple pricing, Google-driven inquiries, and clients who genuinely value ease over ego.

Here's some more of what we covered in the interview:

• How diversifying income streams (photography, music, voiceover) creates financial stability and removes pressure to overbook weddings.
• Why personal projects can quietly generate high-value commercial work through genuine relationships, not pitching.
• How a local community book project became a long-term brand asset with both historical and commercial value.
• Why separating websites by service type (weddings vs commercial) clarifies messaging and improves client qualification.
• How Google Ads consistently outperform social media for booking-ready clients who are actively searching with intent.
• Why outsourcing editing, blogging, and social scheduling frees creative energy and increases capacity without sacrificing quality.
• How tools like AfterShoot, editors, and zoom lenses dramatically speed up workflow and reduce post-production fatigue.
• Why transparent, straightforward pricing builds trust and makes adding extra hours feel helpful rather than salesy.
• How venue-specific and price-led Google Ads attract better-fit leads and significantly improve conversion rates.
• Why detailed location guides and genuinely useful website resources pre-educate clients and increase enquiry-to-booking conversion.
• How clear website copy filters out high-maintenance clients before they ever make contact.
• Why Google leads convert far better than directory leads — and when directories can still make commercial sense.
• How wedding fairs and in-person conversations dramatically increase booking rates through trust and human connection.
• Why designing a business around energy, downtime, and sustainability supports long-term consistency.
• How prioritising client comfort — especially for people who dislike being photographed — creates better experiences and stronger referrals.
• Why “ordinary people who just want nice photos” represent a large, underserved part of the wedding market.
• How creativity, playfulness, and flexibility during shoots lead to more memorable days and better word-of-mouth.
• Why investing in coaching and ongoing learning is a long-term growth lever, not a short-term cost.

If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, a fantastic back catalogue of interviews, and have ALL future interviews delivered automatically to your phone or tablet. Plus, special member-only interviews.

We can't all be experts on Instagram, LinkedIn, TikTok, presenting ourselves, having great SEO and developing our photography practice…doing this, doing that… we have to prioritize. Because, don't forget, we're also trying to have a life as well in all of this stuff. – Gary Williams

You'll also receive access to the members-only Secret Facebook Group, where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. The group also has FB live video tutorials, role-play, and special live interviews. You will not find more friendly, motivated, caring and sharing photographers online. Seriously, that's not all.

Your website shouldn’t impress photographers. It should qualify clients before they ever contact you. – Gary Williams

In addition to everything above, you'll get access to instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable, and help you build friendships with other pro photographers with motives similar to yours—to build a more successful photography business.

Following this interview, I’d love to know if you're taking anything from what Gary shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, leave your thoughts in the comments below; let me know your takeaways and what you plan to implement in your business based on what you heard in today's episode.

I think there’s a huge part of the wedding market that’s just ordinary people who want some nice pictures of their special day, and that’s it. It’s not rocket science. It’s not difficult. – Gary Williams

If you have any questions I missed, a specific question you’d like to ask Gary, or a way to thank her for coming on the show, feel free to add them in the comments area below.

Good enough is good enough, because the only person who would notice the extra four hours of work is me. – Gary Williams

I check for any new iTunes or Google reviews each week, and it's always a buzz to receive these… for several reasons. Firstly, it's confirmation that I'm on the right track with the interviews and that they are helping you improve your photography business. That's awesome! Secondly, iTunes and Google are the most significant podcast search engines, and your reviews and ratings help other photographers find PhotoBizX. More listeners mean more interviews and, ultimately, a better show.

I’ve built my business around people who hate having their photo taken — and they’ve been my best clients. – Gary Williams

If you have left a review in the past, thank you! If you haven't and you'd like to, head to https://photobizx.com/itunes or https://photobizx.com/google. You can leave some honest feedback and a rating, which will help me and the show. I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name. Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast. Email me your keywords or phrases and where you'd like me to link them.

You don’t need every wedding. You need the right type of wedding, repeatedly. – Gary Williams

Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy, and your phone will be perfect. Click record and tell me how PhotoBizX has impacted you and your photography business.​

If you’ve ever felt like you’re guessing when it comes to pricing, marketing, or whether your photography business is actually profitable, this live masterclass is for you.

In this 90-minute, hands-on workshop, Kim Hamblin will guide you through a simple, practical way to understand the numbers that matter most — without overwhelm, jargon, or spreadsheets taking over your life.

This isn’t a watch-and-forget session. You’ll work through your own numbers (privately), gain real clarity on what to focus on next, and leave with a clear profit plan you can actually follow.

It’s designed specifically for portrait photographers (family, newborn, maternity, pet, etc.), and even if your income is still under $30k, you’ll walk away knowing exactly what needs to change to grow with confidence.

   Early access is $97 (price doubles after the live session).
   Replay included if you can’t attend live.
   Money-back guarantee.

If you’re ready to stop guessing and start making confident decisions in your business, this is one training you don’t want to miss.

Registration and details are here: https://photobizx.com/knowyournumbers

This is happening NEXT WEEK!

Gary Williams

Gary Williams on Instagram

Gary Williams Events Photography

Gary Williams on LinkedIn

Islington Town Hall Wedding Photographer

SEO for Wedding Photographers – Alex Does Digital

Episode 581: Gary Williams – How Personal Projects Can Boost Your Photography Business

Episode 004: Israel Smith – A Meteoric Rise, Weddings to Portraits, Lifestyle and Depression

My pricing isn’t cheap — it’s sensible. And sensible attracts the kind of clients I actually enjoy working with. – Gary Williams

Huge thanks to Gary for such an open and thoughtful conversation — again! What he shared is a strong reminder that meaningful progress in photography comes from clarity — about the work you enjoy, the clients you want to attract, and the kind of life you want your business to support.

I’d love to know what stood out for you in this interview, and where it’s had you rethinking your own business.

I’d rather deliver the full gallery in four days than tease sneak peeks for weeks and drag the process out. – Gary Williams

That’s it for me this week; I hope everything is going well for you in life and business!

Thanks for listening—speak soon,
Andrew

The post 654: Gary Williams – How 100 Short Weddings Became a Calm, Profitable Photography Business appeared first on Photography Business Xposed - Photography Podcast - how to build and market your portrait and wedding photography business.