About Me

I’m Christina Shaw—business coach and mentor for photographers who want to make more money while building a business that feels aligned with their life and values.

My focus? Helping photographers connect the dots between passion, pricing, and profit—so you can stop working hard and start working happily and sustainably.

In almost every year of coaching, I work with at least one photographer who’s dreaming about moving to a new city… but feels overwhelmed by the fear of starting over from scratch.

If that’s you—can you relate?

How to Relaunch (or Re-Energize) Your Photography Business After a Move

By Christina Shaw | Business Coach + Mentor for Photographers | Shaw Photography Co.

Are you thinking about moving to a new city… but feeling totally overwhelmed at the idea of starting your photography business all over again?

Or maybe you’re not moving, but you’re new to your current city and still struggling to establish your client base.

First—deep breath. You’re not alone. I’ve coached dozens of photographers through this exact season (and I’ve personally done it myself—more than once!).

Whether you’re a wedding photographer, family photographer, or specializing in boudoir or branding sessions… these 7 tested and true strategies will help you build (or rebuild) your photography business in a new place.

1. Create (or Update) Your Google Business Profile – Your Modern-Day Word of Mouth

This step is SO essential. Think about how you personally search when you need something important. Where do you go? Google.

We all carry around a reliable friend in our pocket, and when people are looking for a photographer in their area, that’s who they ask: Google.

If you already have a Google listing: Update your address ASAP, adjust your service areas, post recent work, and double-check your contact info.

If you don’t have one yet: Start one where you are now and update it the day you move.

Bonus Tip: After updating your listing, reach out to your favorite past clients and ask for reviews. Google loves reviews—and so do future clients. To say thanks, send something small and meaningful: cookies, a candle, a handwritten letter, or a print credit. Don’t forget to upload recent photos and make a few Google Posts highlighting your latest work or availability.

2. Refresh Your Website: Speak to Your New (and Old) Audience

Update your website language so visitors know exactly where you are—or where you’re going.

• Add a location banner to your homepage: “Now Booking Weddings in Denver, CO and New York!”
• Create a dedicated landing page for your new area (e.g., “Naples FL Wedding and Family Photographer”)
• Update your meta descriptions and keywords to reflect your new city

If you’ll still be serving your old location, say that clearly and proudly. This helps both SEO and human connection.

3. Announce Your Move (Loudly and Often)

Don’t be shy about announcing your move. Your audience needs to hear your news multiple times before they remember it.

Here’s your announcement checklist:

• Write a blog post sharing your story and excitement for the move.
• Announce on Instagram at least once every 10 days leading up to your move.
• Pin images on Pinterest with location-specific keywords.
• Email your entire client list about your move and upcoming availability.
• Share behind-the-scenes updates in your Instagram Stories.

If you’ll continue serving both locations for a while, make that super clear: “For the next few years, I’ll be offering sessions in both Naples, FL and Buffalo, NY!”

4. Connect with Local Vendors and Photographers (and Be Willing to Give First)

This might sound simple… but it works.

Reach out to vendors you admire in your new area. Email them. Tell them why you love their work. Ask if they’d be open to:

• Answering a few business questions for a blog feature
• Doing a quick complimentary portrait session for their website
• Collaborating on a styled shoot

If you offer complimentary photography: Always kindly ask that if they use your images online or in print, they provide visible credit and a clickable link back to your website when possible. Most vendors are happy to do this when you set the expectation upfront.

Also: Make a list of every creative business in your new city—florists, planners, bakers, venues, dress designers—and reach out.

Another big step? Get to know local photographers.

It took us almost two full years after moving to feel like our business was truly established again. One of the biggest things that helped? Meeting other local photographers and starting to refer them clients when we were booked or out of town.

In turn, they began referring work back to us.

If you’re new, consider letting local photographers know that you’re available to second shoot for the first year or two. It’s a great way to:

• Build trust within the local photography community
• Get familiar with local venues
• Gain referrals down the line
• And meet clients organically

Also, check if there’s a small business networking group, Chamber of Commerce, or creative entrepreneur meetup you can join. And if none exist? Start your own monthly coffee meetup with other local business owners.

5. Build a Local Portfolio Before You Even Move (If You Can)

If you don’t yet have images from your new city, plan an intentional photo-gathering trip.

During your visit:

• Photograph places you’d love to shoot in the future.
• Reach out to local vendors and offer complimentary mini sessions (with the agreement that they’ll credit you when using the images).
• Host a session giveaway for locals in your new city.
• Organize 2-3 styled shoots with vendors at dream locations for future SEO content.

6. Host a Mini Session Day or Giveaway to Kickstart Bookings

Offer mini sessions when you first arrive—or even during your pre-move visit.

You choose the location (where you want to shoot more often), offer a complimentary sitting, and upsell prints and products afterward. It’s a great low-barrier way to meet new clients.

If mini sessions aren’t your thing, run a giveaway: “Win a free engagement session in [City Name]!” Then offer all non-winners a special booking incentive for that month.

7. Stay Consistent (Even When Inquiries Feel Slow)

This part is hard… but it’s real. Even with all of these strategies, there will be quiet weeks.

Whenever that happens for us, we revisit this list:

• We send an email blast
• We post on Instagram
• We write another blog post
• We update our Google listing
• We reach out to vendors and peers

Almost every time, new inquiries follow within a week or two.

You don’t need to do everything perfectly. You just need to keep showing up.

Need Personalized Help?

If this was helpful and you want tailored coaching through your move or business transition, click here to learn about 1:1 Business Coaching with me.

You’re not starting over. You’re building something new—on top of everything you’ve already created.

Bonus: Things to Consider if You’re Not Moving… But Expanding to a New Location

If you’re not technically “moving,” but instead expanding your photography business to serve two areas, here are a few extra things to think about (speaking from experience over the years of running Shaw Photography Co. in both Florida and New York):

🌍 1. Get Found in Both Places (Google Listings Matter More Than Ever)

If you’re going to serve clients in two locations, you’ll want to show up in Google searches for both.

That means creating two separate Google Business Profiles—one for each city.

This helps you pop up when people search things like:

• “Naples FL Family Photographer”
• “Buffalo NY Wedding Photographer”

Just make sure each listing has its own mailing address (PO boxes and virtual offices are options if needed) and photos that reflect the local vibe of each place.

And don’t forget to collect reviews from clients in both areas!

🌎 2. Make Your Website Crystal Clear (and SEO-Friendly)

You’ll want dedicated landing pages for each location on your website.

Think of these as mini homepages for each city you serve.

Each page should include:

• The city name in the title and headings
• Galleries or blog posts showing real sessions from that area
• Local keywords that people might type when searching for a photographer in that spot
• Testimonials from clients in that area if you have them

This helps Google know you’re legit in both locations—and helps clients know you’re the right fit.

🗓️ 3. Be Transparent About Your Availability in Both Areas

This one took us some trial and error.

Make it super clear WHEN you’re available in each location.

You don’t want someone from Buffalo thinking you’re free for a fall wedding… when you’re booked solid in Naples that month.

Some ideas:

• Keep a pinned Instagram Story with your upcoming travel and availability dates
• Add a simple “Where We’ll Be This Year” calendar on your website
• Mention location-specific dates in your inquiry reply emails

The clearer you are, the less back-and-forth (and confusion) there will be.

🤝 4. Keep Building Relationships in BOTH Places

Even though you won’t physically be in both places all the time, stay connected to your vendor and photographer network in each location.

This could look like:

• Referring clients to trusted local photographers when you’re not available
• Sending little check-in emails to your favorite venues and planners
• Continuing to blog or share sessions from both places, even during your “off season” there

🖥️ 5. Stay Consistent With Your Brand—But Personalize When It Makes Sense

It’s okay (and good!) to speak directly to each location in your marketing, but don’t forget to keep your overall branding and voice consistent.

You’re still one business, just with a wider reach.

Same colors. Same fonts. Same heart and story.

You’re just inviting more people in.

If you want help making a two-location business plan that feels good and sustainable (without burning out), you know where to find me: Click here to learn more about coaching with me →