A simple pricing method for agencies reselling white label websites.
Reselling websites is one of the simplest ways for an agency to grow revenue without hiring. The hard part is pricing. Charge too little and the margin disappears into calls and revisions. Charge without a clear scope and one difficult client can wipe out a month of profit. Here is the method we recommend to the agencies we work with.
The short answer Start from your wholesale cost, add the hours your own team will spend on sales, calls and quality checks, then price on the value to the client rather than on hours. Add a monthly care plan so every website also brings recurring revenue.
1. Work out your true cost first
Your cost is not just the partner’s invoice. Add up:
- Wholesale price from your white label partner
- Your team’s time for discovery calls, briefing, client reviews and launch
- Tools and licences such as premium plugins, fonts or stock images if they are not included
- A revision buffer for the extra round of changes most clients ask for
Only when you know this number can you see your real margin.
2. Three ways to price
| Model | How it works | Watch out for |
|---|---|---|
| Cost plus | Your true cost plus a set markup | Easy to calculate, but it ignores how much the site is worth to the client |
| Value based | Price set by the business result the site supports, such as leads or sales | Needs a good discovery call and confidence in your process |
| Packages | Fixed tiers, for example Starter, Business and Store | Simple to sell, but every tier needs a tight written scope |
Most agencies sell packages and use value pricing for bigger projects. Avoid pricing by the hour for client facing quotes. It rewards slow work and invites clients to compare you with freelancers.
3. Typical wholesale starting points
As a reference, these are our current starting prices for agency partners. They are fixed written quotes, delivered unbranded under NDA.
| Project | Wholesale from | What is included |
|---|---|---|
| Landing page | $299 | One page design and build, forms, tracking and speed setup |
| Business website | $699 | Up to 5 pages on WordPress and Elementor, mobile ready, on page SEO |
| Larger website | $1,499 | 10 to 15 pages, custom design, blog and integrations |
| Shopify store | $899 | Theme customisation, up to 50 products, payments and shipping |
| WooCommerce store | $1,199 | WordPress store, up to 50 products, payments and shipping |
| Website care plan | $79 per month | Updates, backups, security checks and small edits |
Need a wholesale quote for a live project?
Send the brief or the Figma file and we will reply within one working day with a fixed price.
See white label WordPress →4. A worked example
This is an illustration, not a market rate. Your own costs, region and clients will change the numbers.
- Wholesale business website: $699
- Your team’s time for calls, briefing and review: 6 hours at an internal cost of $60 an hour = $360
- True cost: $1,059
- Price to the client: $2,500
- Gross profit: $1,441, a margin of about 58%
Now add a care plan. If you resell a $79 wholesale care plan at $199 a month, that client adds $120 a month, or $1,440 a year, in gross profit without another sales call.
Want to run your own numbers? Use our free white label margin calculator.
5. Protect the margin with scope
Most lost margin comes from unclear scope, not from the wrong price. Put these in writing before work starts:
- Number of pages, templates and features
- Who supplies the copy and images, and by when
- How many revision rounds are included. We include two per stage.
- How extra requests are priced, for example as a change request at an hourly or fixed rate
- That the domain, hosting and site belong to the client, so handover is clean
6. Five pricing mistakes to avoid
- Pricing by hours instead of outcomes
- Underpricing to win the first project and never raising it
- Forgetting your own project management time
- Writing the content for free
- Launching a site without offering a care plan
Frequently asked questions
What markup should I add to white label work?
There is no single right number. Decide the gross margin you need to cover sales, overheads and profit, then check the price still matches the value to the client.
Should I tell the client what I pay the partner?
No. You are selling the outcome, your process and your accountability, not the partner’s invoice. Keep partner pricing private.
Who owns the finished website?
The client should, once paid. Make sure your partner agreement passes full ownership of code and files to you so you can hand them over.
What if the client wants more changes?
Point to the agreed revision rounds and price extra work as a change request. A clear scope makes this an easy conversation.
Resell websites with a margin that holds
Fixed wholesale prices, NDA first and fully unbranded delivery for agencies in the US, UK, Canada and Australia.
Written by Faizan Khanani at TekShove, based on how our team scopes and delivers white label work for agencies in the US, UK, Canada and Australia. Last reviewed November 2026.
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