comparison · 2026
Focally vs Format: which portfolio platform should photographers use?
“Format is a full photography website builder. Focally is the link-in-bio version — built for the page you share on social, not the homepage of a standalone site.”
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01 · side by side
Feature comparison
02 · pricing
What you'll pay
Focally
Free
Full link-in-bio with portfolio
$0
Pro
Custom domain, booking, no branding
$8.99/mo
Format
Basic
$7/mo
Pro
$15/mo
Pro Plus
$25/mo
Workflow
$50/mo
03 · honest take
When Format is the right pick
- You want a full standalone photography website with a blog, multiple project pages, and a store.
- You are building a brand-name domain experience and need template variety.
- You need client proofing and workflow tools built into your portfolio.
04 · honest take
When Focally is the right pick
- You want the page that lives on your Instagram bio — not a full website.
- You prefer a fast, mobile-first profile over a heavy template-builder.
- You want to start free and only pay when you outgrow it.
“Format wants to be your website. Focally wants to be your link-in-bio. Pick what your audience actually clicks.”