If someone says "Natural light photography" what they really mean is "I don't know how to use lighting equipment". If they say "On location photography" they mean "I don't have a real studio". If they say "fresh, unposed look", it means they haven't taken any training in positioning your family to look their best. If they say "specializing in babies, children, families, seniors, weddings, pets, events, and commercial photography", they don't specialize in anything.
Don't settle. Demand professional people, and professional equipment.