Today we’d like to introduce you to Lindsay Herkert.
Lindsay, we appreciate you taking the time to share your story with us today. Where does your story begin?
My story started back in 2009, not long after my first baby was born. Like so many new moms, I wanted to freeze time—to bottle up those tiny toes and sleepy snuggles. So I picked up a camera, mostly to document our own moments. But pretty quickly, I realized I was falling head-over-heels for photography itself. It became more than a hobby—it was a creative outlet, a way to connect, and eventually, a full-blown business.
Over the years, my style evolved into something clean, colorful, and full of feeling. I love using light to shape a story—whether it’s soft and glowy for a newborn session or bold and dramatic for a headshot. After moving from San Diego to Austin, I had to rebuild from scratch, which was both humbling and empowering. I leaned hard into community—connecting with other photographers, forming groups, and focusing on creating systems that made my business sustainable and joyful.
Today, I’m a family and brand photographer, a mentor, and someone who genuinely loves helping other photographers stop chasing clients and start attracting the right ones. I’ve built a business around intention—working with people who value photography, delivering an exceptional experience, and teaching others how to do the same.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Oh gosh—definitely not a smooth road, but I think that’s part of what makes the story worth telling.
Before our move, I had built a thriving photography business in San Diego. I was deeply rooted in my community, and my work had grown steadily as I honed my craft. One of the biggest milestones during that season was becoming a Click Pro. But honestly, it wasn’t something I achieved alone. For over a year and a half, I was part of a prep group made up of photographers all chasing the same big, intimidating goal. We encouraged each other, gave brutally honest feedback, and became great friends in the process. That group showed me the power of community in helping you rise—how much faster and stronger you grow when you’re not doing it alone.
And then—surprise!—we moved to Austin.
I suddenly found myself in a city where no one knew my name, starting from scratch despite everything I had built. I won’t lie—it was humbling. But in hindsight, it was one of the best things that could’ve happened. It made me dig deep, get scrappy, and get intentional. I focused on systems, SEO, and Google Ads to attract clients who were already searching for someone like me—people who valued photography and were ready to invest.
At the same time, I leaned into building community again. I reached out to other Austin photographers, eventually started a group text thread, and created a space for connection, collaboration, and mutual support. That experience reminded me that business doesn’t have to be lonely—and that community is often the secret ingredient to success.
That’s when I felt called to help other photographers to build businesses that feel aligned, profitable, and sustainable. Through online education, mentoring, and sharing the exact systems that helped me rebuild, I get to support creatives all over the world as they step into the next level of their business with confidence.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m a photographer, educator, and total light-chaser.
On the photography side, I specialize in family, newborn, and branding sessions with a clean, colorful, and emotive style. I’m obsessed with using light to bring photos to life—whether it’s soft backlight for a tender moment, dramatic sidelight for depth, or golden light to make a portrait glow. My clients often tell me they love how natural and connected their images feel—like a real moment, not just a posed one. I’m known for creating a relaxed experience that helps even the most camera-shy people feel at ease and truly seen.
I’m proud to be a Click Pro and an NAPCP Master Photographer in family photography, but honestly, the moments that stick with me most aren’t the badges—they’re the breakthroughs. It’s when a family tells me how much fun they had during our session, or that the images truly reflect who they are. It’s when I’m mentoring a photographer and we hit that aha! moment—when they start consistently booking quality clients and finally feel like they’re building the business they’ve always dreamed of. That’s what keeps me showing up.
On the education side, I help photographers create intentional, profitable businesses through systems, strategy, and Google Ads that bring in leads without burning them out. I love taking the mystery out of marketing and showing creatives how to attract aligned clients—without relying on social media 24/7.
What sets me apart? I blend artistry with strategy. I’m just as passionate about chasing the perfect light in a photo as I am about helping someone refine their offers or improve their conversion rate. I don’t believe you have to choose between being an amazing artist or a smart business owner. I help photographers do both—and I’m proud to walk alongside them every step of the way.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I think risk often gets painted as this big, dramatic leap—like quitting your job or moving across the country. And yes, sometimes it is that. But more often, risk is quieter. It’s adding a new offer to your business, even when you’re not sure anyone will buy it. It’s learning a new skill, like double exposure, and being willing to fumble through the first dozen tries. It’s having the courage to tweak your offer when it doesn’t land the way you hoped. Small risks like that? They add up.
One of the biggest (and scariest) risks I’ve taken was starting my mentoring business. It meant learning a whole new skill set—from marketing to messaging to showing up on video. I had to come out from behind the camera and consistently put myself out there, even when no one was watching yet. That was uncomfortable in all the right ways.
I like to think of risk as a golden thread—an idea that keeps tugging at you. It’s usually equal parts exciting and terrifying. But if it keeps calling, I’ve learned to follow it. Because if we’re not at least a little uncomfortable, we’re probably not growing.
The truth is, it’s so easy as a small business owner to stay busy with safe tasks—emails, editing, to-do lists that feel productive but don’t really stretch us. Taking risks means intentionally carving out time to step outside the comfort zone. And the key? You have to be willing to reiterate, adjust, and try again until it clicks. The magic rarely happens on the first try—but it always starts with that first step.
Pricing:
- Course – Intent Based Marketing for Photographers: $547
- Course – Google Ads for Photographers: $197
- Family Photography – $775
- Newborn Photography – $850
- Branding Photography – $950
Contact Info:
- Website: https://lindsayherkert.com/
- Instagram: https://www.instagram.com/lindsay.herkert/
- Youtube: https://www.youtube.com/@LindsayHerkertPhotoCo
- Other: https://www.pinterest.com/lindsay_herkert/
