If you’re not drawing in the clients you want, it might be time to look at your portfolio. While a “good” collection of images may seem like a solid start, it often isn’t enough to set you apart in a crowded market.
Coming to you from Chelsea Nicole Photography, this helpful video offers a breakdown of how to elevate your portfolio to resonate with premium clients. Many photographers are stuck with portfolios they think are good but are simply “Level Zero”—in other words, portfolios that blend in and get lost in the saturated market. The video introduces the concept of positioning, which is about shaping how potential clients perceive your value. Positioning takes a “good” portfolio and transforms it into something that feels necessary to clients. This video is valuable because it doesn’t just say “take better photos”; it explains how the way you present your work directly impacts your client pool.
Chelsea walks viewers through three stages of a standout portfolio: the professional, the connective, and the unique. The first level, the professional portfolio, is a solid baseline. This means demonstrating technical skill through clean compositions, sharp focus, and intentional framing. Mastery at this level shows clients that you are the trusted choice, and it can help you escape the price-driven hiring trap, where clients choose based mainly on cost. Chelsea emphasizes that clients want reliability, and by excelling here, you’re more likely to draw clients who value quality over discounts.
At the connective portfolio level, you create an emotional resonance with clients. This level doesn’t just showcase skills; it aims to convey feelings. For instance, every image in your portfolio should stir something in your viewers, making them see their aspirations in your photos. At this stage, you don’t need to chase clients; instead, clients begin to seek you out, hoping you’re available. The difference lies in making each image feel deeply intentional. Chelsea suggests asking what feeling you’re trying to evoke in each photo and ensuring it aligns with what your ideal clients dream of. When done well, this level turns you from a reliable option into the desired choice.
To reach the unique portfolio level, Chelsea discusses defining your style without being gimmicky. This isn’t about wild edits or flashy filters; it’s about creating work that’s distinctly yours, something clients won’t find elsewhere. Chelsea encourages photographers to consider how their images can stand out in a sea of sameness. Rather than mirroring competitors’ work, focus on what sets you apart. When you know what you want your style to communicate, it becomes a compass for each shoot, post, and portfolio update. This level positions you as the one and only choice, not because you’re different for the sake of it but because your work genuinely reflects your unique vision. Check out the video above for the full rundown from Nicole.
