Alright – so today we’ve got the honor of introducing you to Lindsay Herkert. We think you’ll enjoy our conversation, we’ve shared it below.

Lindsay, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Yes — and it’s something I’m wildly passionate about: I market differently, on purpose.

As an Austin family photographer, I’ve learned that connection starts long before a client steps in front of my camera. In an industry that often leans hard into social media, I chose to focus my energy elsewhere — on intentional, Google-based marketing that helps me reach the right clients at the right time.

Instead of chasing trends and daily reels, I built my business around intent-based marketing — showing up on platforms like Google where families are actively searching for someone like me. These are people who are already looking for an Austin family photographer, who value genuine connection, radiant color, and that storytelling magic only natural light can bring. And that changes everything.

By focusing on quality over quantity, I’ve created a business that’s rooted in repeat clients and real relationships. When you start with the right people — families who are drawn to my style and trust my process — the entire experience flows more beautifully for everyone.

My style is led by light. I use light to elevate emotion in every image, whether it’s a toddler’s joyful leap or a quiet newborn snuggle. My editing brings out rich color and warmth, and I want to attract families who see that and think, “Yes. That’s us.”

So no, I’m not going viral on TikTok — but I am showing up consistently in search results, creating an experience that feels aligned, honest, and sustainable. That choice — to market differently as an Austin family photographer — is what’s helped me build a business that lasts.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Sure! I’m a photographer, educator, and light-chaser based here in Austin, Texas — but this isn’t my first time building a photography business from the ground up. I’ve done it twice — once in San Diego and again here in Austin. Starting over in a new city was no small feat, but it gave me a deeper understanding of what it really takes to build a business that’s not just beautiful, but sustainable. It also sparked my passion for marketing — and for teaching other photographers how to attract clients in a way that actually works.

I started my photography journey over a decade ago when I became a mom. Like a lot of us, I picked up a camera to freeze those tiny, fleeting moments — and I was instantly hooked. That personal passion quickly evolved into a business, and today I specialize in family photography in Austin, capturing everything from playful outdoor sessions to lifestyle newborn sessions in the comfort of your home or at a beautiful shared studio space in downtown Austin.

My style is led by light — I use it to bring out emotion, connection, and color in a way that feels authentic and timeless. I want families to see their photos and feel the moment all over again. My clients come to me for vibrant, natural images that reflect real relationships, not just posed perfection.

What sets me apart? I don’t chase algorithms or trends — I focus on intent-based marketing that helps me connect with the right families. Most photographers rely heavily on social media to find clients, but I take a different route. I use platforms like Google to meet people exactly when they’re searching for an Austin family photographer. This approach helps me book clients who already value what I do — families who resonate with my style, trust my process, and come back year after year.

Beyond photography, I’m also an educator. Through my course Systems for Success, I teach other photographers how to market with strategy, not burnout — helping them attract quality clients and build businesses that truly support their lives.

What I’m most proud of is building a business that reflects who I am — one that’s honest, intentional, and deeply personal. Whether I’m photographing a joyful family or guiding a photographer toward more aligned marketing, my goal is always the same: to create connection, confidence, and work that lasts.

Are there any resources you wish you knew about earlier in your creative journey?

Absolutely. I wish I had known about the power of community much earlier in my creative journey — especially in those early days when I was just learning how to use my camera and build a business. For a long time, I tried to figure everything out on my own, and looking back, I missed out on so much support and inspiration that comes from being surrounded by people who “get it.”

Everything changed for me in 2016 when I started working toward my Click Pro portfolio submission. For a year and a half, I was part of a small group of women who offered encouragement, honest critique, and constant inspiration. Their support helped me reach a big, challenging goal — and more than that, it showed me what’s possible when you’re not creating in a vacuum. From that point on, I made community a priority.

When I moved to Austin and started over as an Austin family photographer, I leaned into connection all over again. And it changed everything. One of the photographers I met here introduced me to Google Ads — something that completely transformed my business model and how I attract the right clients. That one conversation set me on a path that now helps me build a sustainable business based on intent-based marketing, not just social media hustle.

I also started a text thread with 30 Austin photographers — we check in daily, share tips, vent when we need to, and cheer each other on. It’s a real-time reminder that we don’t have to do this alone. Community over competition isn’t just a cute phrase — it’s a lifeline. And honestly, it’s one of the biggest reasons I’ve been able to grow both as an artist and as a business owner.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I genuinely love sharing with my clients. As a mom of three and an Austin family photographer, I don’t just see my clients as “customers” — I think of them as mom friends. I try to stay in touch with them regularly by sending out thoughtful emails about six times a year. These aren’t salesy blasts — they’re little notes designed to serve and support them.

I might share how I personally organize and back up our family photos, my favorite kid-friendly camera for summer vacations (and why I love it), or my annual gift guide — which has become a client favorite! I want my clients to feel like I’m in their corner, not just for photos, but for the full parenting journey. If something makes my life easier, I’m excited to pass it on.

On the business side, I bring a strong sense of professionalism and organization to every part of the client experience. I use HoneyBook for all communication, and I make it a point to be prompt, clear, and concise. I know how valuable my clients’ time is, especially when they’re juggling work, kids, and everything in between.

Ironically, it’s the systems I’ve built behind the scenes that give me more space for creativity in front of the camera. Everything works together to create a smooth, enjoyable experience — one that keeps families coming back year after year.

P.S. On the education side of my business, I also send out weekly tips for photographers. I share the systems, tools, and mindset shifts that have helped me build a business that works for me — not the other way around. Whether it’s Google Ads strategies or ways to serve your ideal client better, I’m an open book.

Contact Info:

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