Setting the right pricing for your white label services is one of the most critical decisions you’ll make as an agency or freelancer. Charge too little, and you’ll eat into your margins. Charge too much, and you risk pricing yourself out of the market. In this guide, we'll walk through the key considerations, strategies, and common pricing models to help you confidently structure your white label pricing.
What Are White Label Services?
White label services are products or services produced by one company (the provider) and rebranded by another (the reseller) to appear as if they’re offered directly by the reseller. This model is common in digital marketing, where agencies outsource services like SEO, PPC, content writing, and web development to white label providers.
Reselling these services under your brand allows you to expand your offerings without hiring or training in-house staff. But to make this profitable, you must price strategically.
Why Pricing Matters for White Label Resellers
Your pricing affects more than just your profit margin. It impacts your brand positioning, competitiveness, scalability, and client retention. Smart pricing ensures that:
- You cover your costs and make a sustainable profit
- Clients perceive your services as valuable and trustworthy
- You can scale without burning out or under-delivering
- You stay competitive in your niche or local market
Factors to Consider Before Setting Your Prices
Before choosing a pricing model, evaluate these important variables:
1. Cost of the White Label Provider
This is your base cost. Most white label agencies offer services at wholesale prices, allowing you to mark them up for a profit. Know exactly what you’ll pay per service, per project, or per hour.
2. Value You Provide
Do you add strategy, communication, reporting, or customizations on top of the white label delivery? If so, you’re not just reselling—you’re enhancing. That added value should be reflected in your pricing.
3. Target Market
Who are your clients? A small local business may have a different budget than a fast-scaling e-commerce brand. Understand what your clients are willing to pay and how your pricing aligns with their expectations.
4. Competitor Benchmarking
Check what other agencies are charging for similar services. Don’t blindly copy their rates, but use this data to stay aligned with industry standards.
5. Profit Margin Goals
Most agencies aim for at least a 30–50% margin on white label services. Consider your business expenses, team, and growth plans when setting your desired markup.
Popular Pricing Models for White Label Services
Let’s break down the most common pricing structures and when to use each.
1. Flat Rate Pricing
This model involves setting a fixed price for each service (e.g., $500 for a white label SEO package).
Pros:
- Easy for clients to understand
- Predictable revenue
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Easier to scale with packages
Best for: Agencies selling bundled services with minimal customization.
2. Hourly Pricing
In this model, you bill clients for the time spent on their account or project.
Pros:
- Flexible for complex or custom projects
-
Transparent if tracked properly
Best for: Freelancers or agencies doing variable-scope work (like design or consulting).
3. Tiered Pricing
Tiered pricing offers multiple service levels (e.g., Basic, Standard, Premium), each with increasing features and prices.
Pros:
- Appeals to different budget levels
- Encourages upselling
-
Adds perceived value
Best for: Agencies serving a wide range of clients or verticals.
4. Performance-Based Pricing
You charge based on results (e.g., leads generated, conversions, ad ROI).
Pros:
- High incentive for clients
-
Positions you as a growth partner
Cons:
- Risky if outcomes depend on external factors
-
Harder to forecast revenue
Best for: Experienced agencies with proven processes and metrics.
How to Calculate Your White Label Service Price
Here’s a step-by-step method for setting a price that protects your profit and scales your business.
Step 1: Identify Your Base Cost
Let’s say your white label provider charges $300/month for a local SEO package.
Step 2: Add Your Operating and Support Costs
Include client communication, reporting, project management, and admin tasks. Estimate these costs in time and dollars.
Example: 2 hours/month of client support at $50/hour = $100
Step 3: Set Your Desired Profit Margin
If you want a 50% profit on top of your base and internal costs:
- Base cost: $300
- Support cost: $100
- Total cost: $400
-
Price with 50% margin: $400 / (1 - 0.50) = $800
This means you should charge at least $800 for that package.
Tips to Increase Perceived Value
You don’t always need to compete on price. Instead, increase the perceived value of your services:
- Brand your packages clearly with names and deliverables
- Offer strategic guidance, not just deliverables
- Bundle services (e.g., SEO + content + GMB optimization)
- Provide reports and insights—even if automated
-
Offer fast support or a dedicated account manager
Clients will pay more for a seamless, trustworthy experience—even if the core delivery is white labeled.
Common Mistakes to Avoid
- Underpricing to win clients: You’ll end up overworked and underpaid
- Not tracking your time and costs: Leads to inaccurate pricing
- Ignoring market signals: If no one’s converting, your prices may be off
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Not updating prices as you grow: As your agency gains experience, raise your rates accordingly
FAQ: White Label Pricing
How much should mark up white label services?
A common markup is 30–100% depending on the service, your costs, and the added value you provide. The key is to maintain healthy margins while offering competitive pricing.
Can I offer custom pricing per client?
Yes. Custom pricing works well for clients with unique needs or larger budgets; however, be sure to maintain base packages or pricing ranges for consistency.
