Meet Lindsay Herkert

We recently connected with Lindsay Herkert and have shared our conversation below.

Lindsay, so great to have you with us today. There are so many topics we want to ask you about, but perhaps the one we can start with is burnout. How have you overcome or avoided burnout?

Like a lot of photographers, I started out saying yes to everything. Every inquiry felt like a small victory — a sign that my business was growing. I told myself, this is how you make it work. But after a while, I realized I was running on empty. I was doing sessions that didn’t light me up, spending hours editing for clients who didn’t value the experience, and constantly wondering if I was on the right path.

The truth is, burnout doesn’t always show up as exhaustion — sometimes it looks like disconnection. You lose sight of the “why” that made you pick up your camera in the first place.

For me, avoiding burnout has been less about working less and more about working with purpose. I had to learn that running a photography business without clarity is like opening a restaurant without a menu. You can’t please everyone — one person wants sushi, another wants pizza, someone else wants vegan tacos — and before you know it, you’re drowning in ingredients and no one’s fully satisfied. That’s exactly what it feels like when you try to photograph everyone.

My turning point came when I started being really intentional about who I wanted to serve. My ideal clients are families who value what I do — people who see my work and feel something. They love the color, the emotion, the connection, and they’re excited to invest in that. They’re not just hiring a photographer; they’re hiring me.

So I built my business around that. I refined my website, clarified my messaging, and leaned into marketing that attracts those exact clients — the ones who connect with my artistic vision and energy. When the right people find you, the work doesn’t feel heavy. It feels aligned.

Now, my sessions are filled with laughter, play, and trust. My clients come back year after year, not just because of the photos, but because we were a great fit from the start. That kind of consistency is what keeps me grounded and inspired.

Burnout taught me a bold truth: saying yes to everyone means saying no to yourself. The courage is in narrowing your focus, trusting your intuition, and believing that the right people will find you. When your business aligns with your heart, creativity flows, joy follows, and you remember why you started in the first place.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

I’m a family photographer based in Austin, Texas, and my work is all about connection — between families, between light and emotion, and between art and strategy. I’ve been photographing families for over a decade, and I still get that spark of excitement every time I capture a moment that feels real. The laughter, the movement, the love — that’s the magic that never gets old.

This past year has been a big one for me. I introduced a new type of family photography package — something I’d been dreaming about for a while but wasn’t sure how it would take off. Like most new ideas, it took a few rounds of tweaking to get it just right. I made small shifts to the structure, pricing, and client flow until everything finally clicked. Once it did, it took off — in the best way possible. Because my marketing was already in place to connect with the right clients, this new offering found its audience quickly.

I’m proud of that. Not because it was a quick success, but because I didn’t give up when it wasn’t working perfectly right away. Sometimes entrepreneurship looks like bold leaps — but often, it’s the quiet persistence, the willingness to make those small, intentional tweaks that change everything. By trusting the process, I ended up increasing my photography revenue by 28% this year — all while serving clients who truly value what I do.

And as my own business grew, I felt a pull to share what I’d learned. That’s what led me to launch my Google Ads for Photographers course. I built my business through intent-based marketing — using tools like Google Ads to connect with people who are actively searching for what I offer — and now I teach other photographers how to do the same. Helping dozens of photographers experience that “lightbulb moment” of realizing they can attract the right clients (without chasing them) has been one of the most fulfilling parts of my journey.

At its heart, my brand is about creativity and clarity — finding the balance between art and systems, intuition and intention. Whether I’m photographing a joyful family or coaching another creative, I want people to feel confident, seen, and inspired. That’s what keeps me excited for what’s next.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

When I look back at my journey as a photographer and business owner, three things stand out as absolutely essential: determination (and a willingness to fail), my background in marketing, and my commitment to community. Each of these has shaped my path in ways I couldn’t have predicted — and they’re the exact qualities I encourage others to lean into early on.

1. Determination and a Willingness to Fail
Success isn’t built on a straight line — it’s built on a series of stumbles, pivots, and small wins. I’ve learned that determination doesn’t mean avoiding failure; it means staying curious about it. When something doesn’t work, I don’t see it as the end of the story. I ask myself, What worked? What didn’t? What can I take from this? That mindset has helped me grow faster than any “perfect plan” ever could.

I tell photographers all the time: don’t let fear of failure stop you from experimenting. Your business will evolve through trial and error — not by waiting for the perfect moment. The photographers who succeed are the ones who stay in motion, even when things feel uncertain.

2. My Marketing Background
Before photography, I worked in marketing — and honestly, it’s been one of the most valuable parts of my success. Understanding how people think, what drives them to take action, and how to communicate value has shaped how I run my business. It’s why I love intent-based marketing (like Google Ads and SEO): it allows me to connect with clients who are already looking for what I offer.

For anyone early in their journey, my advice is to learn just enough marketing to understand your audience. You don’t have to be a tech wizard — but knowing who you’re talking to and what matters to them is a game changer.

3. Building and Leaning Into Community
Photography can be a lonely business if you let it. That’s why community has been such an important part of my story. Being part of organizations like NAPCP and Click Pro not only pushed me to grow as an artist, but surrounded me with people who get it. These communities have inspired me, challenged me, and reminded me that collaboration always beats competition.

If you’re just starting out, find your people. Join groups that lift you up and help you level up. Ask questions, share wins, and cheer others on. The relationships you build will carry you through the hard days — and make the wins that much sweeter.

At the end of the day, my bold journey hasn’t been about perfection — it’s been about persistence, purpose, and people. Those three things, more than anything else, have made all the difference.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

Right now, my biggest challenge is finding balance — knowing my limits when it comes to how much I take on, while still keeping pace with how quickly my industry is changing.

Between my photography business and my course for photographers, I’ve learned that growth brings new opportunities… but also new boundaries. I’m passionate about serving people well — whether it’s the families I photograph or the photographers I mentor — and that takes time, focus, and energy. So I’ve had to learn to pause before saying yes. To check in and ask myself, Do I have the bandwidth to show up the way I want to? Because I never want my creativity or my client experience to feel stretched thin.

At the same time, the photography world (and really, the whole digital space) is shifting fast. Artificial intelligence is changing the way people search, plan, and even consume visual content. As someone who built a big part of my success through Google Ads and SEO, I’m always paying attention to how these tools evolve. It’s exciting — but it also means I have to stay curious, experiment often, and adapt my strategies to keep connecting with the right clients in new ways.

So, my challenge is a blend of both: knowing when to hold steady and when to evolve. I’ve learned that I don’t have to do everything to stay relevant — I just need to do the right things really well.

To manage that, I schedule intentional breaks to recharge creatively, lean on automation where it makes sense, and surround myself with a strong community of creatives who share insights and encouragement. It’s a constant dance between growth and grace — but that’s what keeps me inspired.

At the end of the day, I think every business owner’s bold journey is about learning to trust your rhythm. There’s power in knowing when to push forward and when to pause.

Contact Info:

• Website: https://lindsayherkert.com/
• Instagram: https://www.instagram.com/lindsay.herkert/
• Youtube: https://www.youtube.com/@LindsayHerkertPhotoCo

Image Credits

Lindsay Herkert Photo Co