Today we’d like to introduce you to Lindsay Herkert.
Hi Lindsay, we’d love for you to start by introducing yourself.
Photography has been part of my life for a long time, but the reason I picked up a camera in the first place was actually very personal. My journey into photography began in 2009 when my first child was born. Like so many parents, I suddenly felt this strong pull to document everything — the tiny expressions, the way light hit their face in the morning, the little moments that feel so big when you’re living them. What started as a way to capture my own family quickly turned into something much bigger.
I fell in love with photography.
Not just taking pictures, but learning how light works, how emotion shows up in a photograph, and how a single image can preserve a moment that would otherwise pass by too quickly.
At the time we were living in San Diego, and I slowly began building a photography business there while raising my three kids. Those early years were a lot of learning, experimenting, and figuring things out as I went. Like many photographers starting out, I thought success would come from being everywhere online and constantly trying new marketing strategies.
But over time I discovered something really important: the most sustainable businesses aren’t built on trends, they’re built on systems.
That realization completely changed the way I approached my photography business.
Eventually our family relocated to Austin, Texas, and moving meant something both exciting and intimidating: I had to rebuild my business in a brand new city. Instead of relying on social media to find clients, I leaned into something I call intent-based marketing — focusing on reaching people who are actively searching for a photographer.
It worked.
Today my photography business here in Austin focuses primarily on family photography and branding photography for small business owners and entrepreneurs. My sessions are very light-driven and natural. I love creating images that feel vibrant, energetic, and full of life while also making people feel relaxed and comfortable in front of the camera. Many of my clients come back year after year as their families grow, and being invited back into those milestones is one of the most meaningful parts of my work.
Brand photography has also become an exciting part of my business. I love helping entrepreneurs visually communicate what they do — creating images that feel authentic to their personality and brand.
Along the way, something unexpected happened.
Other photographers started asking how I was attracting clients, organizing my systems, and running my business. Photography can be an incredibly creative career, but it can also feel lonely and overwhelming when you’re trying to figure out the business side of things on your own.
So I began teaching.
Now I help photographers build sustainable businesses through something I call Systems for Success — focusing on four key pillars: identifying the right clients, using intent-based marketing, creating a website that converts, and delivering an exceptional client experience.
What I love most about teaching is helping photographers realize that building a successful photography business doesn’t require chasing every new trend or being glued to social media. With the right systems in place, photographers can spend less time feeling scattered and more time doing what they love: creating meaningful work for their clients.
At the end of the day, photography for me has always been about connection — whether that’s capturing the story of a family, helping a business owner show up confidently in their brand, or encouraging another photographer as they grow their business.
And I still feel incredibly grateful every time I pick up my camera.
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?
One of the biggest challenges in my photography journey actually came when our family moved from San Diego to Austin. I had spent years building my photography business, creating relationships with clients, and establishing a rhythm in my work. Then suddenly I found myself in a brand-new city starting over.
It was both exciting and humbling.
Moving meant rebuilding everything — finding new locations, meeting new families, and learning the rhythms of a completely different market. There were definitely moments when it felt overwhelming. But that experience also pushed me to become much more intentional about how I built my business.
Instead of relying on luck or hoping the right clients would find me, I focused on building systems and strategies that would help people discover my work when they were actively looking for a photographer.
Another part of my growth during that time came from pursuing professional accreditation. I decided to apply for Click Pro and later for NAPCP Master Family Photographer certification. Both of those processes require submitting a portfolio for critique, which can feel incredibly vulnerable as an artist. You’re essentially inviting experienced photographers to look closely at your work and evaluate it.
But going through that process was one of the most valuable things I’ve done for my photography.
Preparing those portfolios forced me to slow down and look critically at my images — the light, the emotion, the consistency of my work. It pushed me to refine my craft in a way that everyday client work sometimes doesn’t.
What surprised me even more was the community that came from it.
Photography can sometimes feel like a solitary career, especially when you’re running your own business. But through those accreditation processes I connected with other photographers who were equally committed to improving their craft. We critiqued each other’s work, supported one another, and celebrated when someone reached a milestone.
In fact, at one point I helped organize a Click Pro prep group where several photographers worked together to build their portfolios. Watching everyone grow through that process and eventually earn their Click Pro status was incredibly rewarding.
Looking back, the challenges of moving and pushing myself through those accreditation processes were actually some of the biggest catalysts for growth in my career. They helped me build a stronger network, become a more thoughtful photographer, and deepen my commitment to both the art and the business of photography.
And those experiences continue to shape how I approach my work today — whether I’m photographing a family session here in Austin or helping other photographers build businesses of their own.
Appreciate you sharing that. What else should we know about what you do?
My work is very much led by light.
Light is usually the first thing I notice when I arrive at a location. Whether it’s soft backlight filtering through trees, dramatic sidelight along Lake Austin, or warm sunset light wrapping around a family, it’s always the foundation of how I approach a session.
But beyond the light, what I really love is bringing out the authentic energy of the people in front of my camera.
With families, I’m always looking for those little moments that reveal their dynamic — the way a child leans into their parent, the laughter that happens between poses, the quiet interactions that often tell the real story of a family.
With branding sessions, it’s a little different but the goal is the same. I want entrepreneurs to feel comfortable enough that their personality comes through in the images. The best branding photos don’t just show what someone does — they help people understand who they are.
Nothing makes me happier than knowing I’ve told someone’s story well.
Of course… ideally bathed in beautiful light.
Over the years, I’ve also found a lot of joy in teaching photographers the business side of this industry. Photography can be incredibly creative, but the business side can feel confusing and overwhelming when you’re starting out.
One of the biggest breakthroughs photographers experience is when they begin attracting the right clients — the people who value their work and connect with their style.
That shift changes everything.
Instead of constantly chasing the next booking or trying to be everything to everyone, photographers start leaning into who they actually are as artists.
They become more confident in their work.
Their client experience improves.
And their businesses become much more sustainable.
Seeing my students reach that point — when something finally clicks and they realize they don’t have to keep chasing — is incredibly rewarding.
Because that freedom allows them to focus on what brought them to photography in the first place: creating meaningful work for the people they photograph.
Is there something surprising that you feel even people who know you might not know about?
Something that might surprise people is how much my previous career shaped the way I approach photography today.
Before focusing on photography full time, I worked as a marketing director in the new home industry. At the time, I didn’t realize just how much that experience would influence the way I see the world — especially when it comes to light, texture, and the overall experience people have in a space.
In the homebuilding world, you spend a lot of time thinking about how people feel when they walk into a room. How natural light fills a space. How textures, colors, and materials interact. How someone moves through a home and experiences it.
Looking back, that mindset translated almost perfectly into photography.
When I arrive at a session now, I’m constantly paying attention to the same things — how light is moving through a location, how the environment supports the story of the people in front of the camera, and how small details can elevate the overall experience.
It also shaped how I think about the client experience in my business.
Just like walking into a well-designed home, I want my clients to feel comfortable, guided, and taken care of from the moment they reach out to me. Every step of the process — from the first email to the final gallery — should feel thoughtful and seamless.
At the time, I thought I was leaving that world behind when I pursued photography.
But in reality, it gave me a foundation that continues to influence both the way I photograph and the way I run my business today.
Contact Info:
- Website: https://www.lindsayherkert.com
- Instagram: https://www.instagram.com/lindsay.herkert/
- Facebook: https://www.facebook.com/lindsayherkertphotoco
- Youtube: https://www.youtube.com/@LindsayHerkertPhotoCo
- Other: https://www.pinterest.com/lindsay_herkert/
Image Credits
Lindsay Herkert Photo Co
