A strong portfolio doesn’t just show good images — it shows the right images.

Whether you’re marketing yourself to brands, agencies, or publications, your portfolio is how clients decide if you understand their world. The challenge is that what one type of client values might be exactly what another doesn’t need at all.

With limited time and budget, you want to make sure the reviews you attend match your goals, put you in front of the right people, and give you insights you can use.

This guide breaks down several major reviews coming up in Fall/Winter 2025, who they’re best suited for, what you should bring, and smart questions to ask so you get the most out of the experience.

Portfolio review season is here, and whether it’s your first or your tenth, the way you prepare and follow up can make or break the experience.

Being a photographer is about so much more than clicking the shutter. Behind every beautiful gallery is hours of client communication, editing, marketing, bookkeeping, and social media management. The workload often extends far beyond the shoot itself.

Add in the pressure to constantly deliver something unique, to stay competitive in a saturated market, and to maintain an endless hustle—and it’s no wonder so many photographers hit a wall. Comparison only fuels the fire, especially when every scroll on Instagram shows “perfect” sessions and booked-out calendars.

Photography business coaching is a specialized service that focuses on different aspects of a photographer’s business, from marketing and presentation to portfolio management. Coaches work closely with photographers to identify areas for improvement, streamline marketing efforts, and optimize their overall business strategy. This support allows photographers to focus more on what they do best—capturing stunning images.

When reviewing a photographer’s marketing, my first priority is to examine how well their presentation aligns with the audience they intend to reach. It's not uncommon for photographers to perceive their ideal client as different from who it truly is, based on their current presentation. This isn't about being delusional, but rather understanding that the perception may not fully align with their ultimate goals.

Rob is a commercial and fine art photographer newly based in Denver, so if you’re local give him a shout, or visit his website at robhammerphotography.com to see more sports, western, outdoor adventure and fine art work.

In the world of commercial photography, finding the right marketing strategy can make or break your business - for real. While Instagram ads might seem like an appealing option, they come with several pitfalls that can hinder rather than help your growth. Here’s why using paid Instagram ads are never the best idea for commercial photographers.

“Untitled is an annual competition and exhibition designed to showcase the best work of APA members and beyond – images that show your unique vision, creative passion, and individualistic style, titled or untitled. This contest is open to all photographers at any level. All entries will be curated by our juror(s) and the top 20 images will be selected to display for exhibition with the top three (3) photos awarded prizes.“

Shouting out photographer Muriel Silva, who transforms spaces into stunning visual stories! Based in Florida, she brings an incredible eye for detail and exceptional technical skill, working with top designers and found in publications such as AD, Better Homes and Gardens, Southern Living, Real Simple, and Elle Decor.

When I review a photographer’s website I first imagine I’m a client looking for the basics: what do you shoot, what’s your experience level, and where are you located. After that, I’m looking at the less obvious but very important elements that go into creating a great impression and converting visitors into clients:

Great working with New York-based food and lifestyle photographer Matt Russell this year! Originally from the UK, Matt’s work feels modern yet timeless, and refreshingly authentic.

He’s shot countless cookbooks, along with editorial for NYTimes, WSJ, and House&Garden, along with commercial projects for clients such as Guinness, Johnnie Walker, Colman’s, and Unilever.

The aim is simple: to facilitate direct connections between crew members—assistants, stylists, digi techs, and more—and photographers. I've noticed and experienced firsthand the disconnect that often exists between these groups, and I'm determined to bridge that gap and foster meaningful connections.

Exciting news! We're hosting a meetup for photographers in Los Angeles, and would love for you to join!

Stephen is a Denver-based lifestyle, industrial and portrait photographer with in-house experience as well as freelance. I’ve worked with several industrial photographers this year and I love it! It’s such an interesting glimpse into the making of things, as well as a growing market for photographers.

“Julie says, “Treat your business as a business. It’s not just about the images, it’s about getting in front of people and selling yourself. Once you get busy, you stop thinking about your marketing, but you need to make sure you have work six months from now, too. We want to create habits that will keep you on track. Consistency is so important in your marketing. If you send one newsletter a year, it’s not going to do anything. If you send them once a quarter, it will.””

SF-based food and beverage photographer Neetu is killing it! It’s been a joy working together and getting to see her hard work and devotion paying off this year.

Performing a competitor analysis can sometimes evoke emotional responses, especially when it has the potential to shine a light on our own performance. We all feel it, but adopting an objective mindset is the only way to gain valuable insights into what YOU can be doing to improve your own business.

Working with Stephen was a highlight this year! Based in Santa Barbara, Stephen specializes in bright and bold food, product and lifestyle imagery - and he’s truly a delight to work with!

Join us on Thursday, September 28th at 12pm EST for actionable ways to be consistent with your marketing efforts (and get organized in the process!). I'll be breaking down the steps you can take to stay in control of your marketing even when you're busy - because as we know, consistency is everything!