White Label Pricing Models: Which One Fits Your Agency?

Outsourcing work under your own brand can dramatically expand your agency’s services – but it raises the question: How should you price white label services? The answer depends on your service line (web design, SEO, marketing, development) and your clients’ needs. In this guide aimed at U.S. agency owners, we break down every major pricing model – from hourly and project fees to retainers, tiered plans, usage-based and value-based structures. We highlight the pros and cons of each and show real-world examples (e.g. “5-page website for $1,499” or “$1,000/month SEO retainer”) to help you decide the best approach. Whether you’re wondering “What’s the best pricing model for white label SEO?” or “How to price outsourced design work?,” read on to find the white label pricing structure that maximizes profit and client satisfaction.

Hourly Pricing Model

Description: Agencies charge a fixed hourly rate for any time spent on client work. This is the simplest “pay-as-you-go” model – billable hours x rate per hour = total fee.

• Pros: Clients see exactly what they pay for, and smaller tasks (bug fixes, quick updates) fit naturally. It’s easy to understand and suits services with unpredictable scope. The agency gets paid for all time invested.
  
• Cons: Budgets can balloon if tasks take longer than expected. Clients may feel anxious about open-ended billing, and internal focus may shift from efficiency to hours booked. It can discourage innovation (“Why save time if I bill less?”).
  
• Use Cases: Ad-hoc or one-off work (e.g. minor web edits, troubleshooting) often uses hourly rates. Freelancers or white label specialists (developers, designers, copywriters) typically charge $50–$150+/hr depending on expertise. For example, a junior designer might bill $30–$50/hr, whereas a senior developer might charge $100/hr or more.
  

Project-Based (Fixed-Fee) Pricing Model

Description: The agency quotes one flat fee to complete a defined project – e.g. “Build a 5-page website for $1,500.” This fixed-price model ties to deliverables and scope rather than time.

• Pros: Clear cost and scope upfront. Clients with tight budgets prefer knowing the total price in advance. It’s easy to sell the outcome (e.g. a new site or a campaign) rather than endless hours. This model encourages efficient project execution and has no billing disputes over hours.
  
• Cons: Agency revenue is lumpy – you only get paid on project completion. It requires accurate scoping to avoid losses. If scope creeps, the agency must either absorb extra work or renegotiate. New business must be sold constantly to keep cash flow steady. Smaller agencies may struggle if too many large projects finish at once.
  
• Use Cases: Ideal for one-off assignments or well-defined tasks. Common examples include logo/branding design, website builds, or special campaigns. For instance, one white label web design package offers a 5-page site for $1,499. A larger 10-page site might be priced at $3,499, reflecting the bigger scope.
  

Monthly Retainer Pricing Model

Description: The client pays a fixed monthly fee for a bundle of ongoing services (e.g. SEO, content, or design updates). This is common for “agency of record” engagements. A retainer often includes a set number of hours or specific deliverables each month.

• Pros: Steady, predictable revenue and cash flow. Retainers foster deeper client relationships and loyalty since the agency becomes a long-term partner. Planning is easier (e.g. staffing) and clients appreciate knowing they have support on standby. Agencies prioritize retainer clients, often providing dedicated support and attention.
  
• Cons: Requires a long sales cycle and commitment (often 6–12+ month agreements). Clients may fear overpaying if their needs drop. Agencies must constantly ensure value is delivered to avoid churn; scope creep is a risk (clients demanding “a little extra” each month). Retainers can reduce flexibility since any change may need contract updates.
  
• Use Cases: Best for services that require ongoing work or monitoring. SEO, PPC, social media management, or continuous design improvements often use retainers. For example, local SEO retainers for small businesses typically run $500–$1,000/month, while mid-market SEO packages average around $1,000–$2,500/month (as one survey shows). In white label design, some agencies offer “website maintenance” plans at $399–$1,399/month.
  

Usage-Based (Pay-As-You-Go) Pricing Model

Description: Clients pay based on actual usage or performance metrics. This “metered” or “consumption” model might bill per result (e.g. per lead generated, per published page, or per GB of hosting) rather than per month. It’s akin to a pay-per-use utility model.

• Pros: Clients only pay for what they need, which can be attractive to cost-conscious buyers. It scales naturally with client activity (e.g. more ad clicks = higher fee). For agencies, usage pricing (like a % of ad spend) can grow revenue as clients grow their campaigns.
  
• Cons: Inconsistent revenue – earnings can fluctuate widely month to month. It demands careful tracking (e.g. tracking number of leads or clicks). Clients may feel like they have no cap. It’s also uncommon in many creative services, and can be complex to calculate and sell without clear benchmarks.
  
• Use Cases: Often seen in media/PPC (e.g. commission-based on ad spend) or where deliverables are discrete. For instance, many PPC agencies charge 10–20% of ad spend. Lead generation might be priced per qualified lead (e.g. $50–$200/lead). Some design or content outsourcers bill per piece produced (e.g. $300 per blog post or $500 per landing page). This can be viewed as a hybrid between project and hourly models depending on how it’s implemented.
  

Tiered (Package) Pricing Model

Description: Also called “package” or “productized” pricing, this model offers set tiers (Basic/Pro/Enterprise) bundling services together. Each tier has a fixed price and defined deliverables. Clients choose the level that matches their needs.

• Pros: Simple and scalable for the agency. It’s easy for clients to compare plans and pick one. Tiered pricing can upsell: more services or features in higher tiers. It balances structure with choice, and smooths sales (just point clients to a plan). For example, a web design agency might offer Basic (5 pages), Plus (10 pages), and Premium (15+ pages) packages.
  
• Cons: Less flexible – clients must fit into predefined boxes. May force unnecessary services on some clients, or miss needs for others. Agencies must clearly define each tier to avoid confusion. Also, setting the right price thresholds takes market testing.
  
• Use Cases: White label SEO and marketing agencies often use tiered retainers (e.g. Local/Regional/National SEO plans). Web development shops may sell Bronze/Silver/Gold site packages. IT services (like hosting or maintenance) frequently sell tiered monthly plans (e.g. 10GB vs 50GB storage). A sample tiered web design menu could be: $1,499 for 5 pages, $3,499 for 10 pages, $4,699 for 15 pages, with optional add-ons.
  

Value-Based Pricing Model

Description: Fees are set based on the perceived value or ROI of the service to the client, rather than time or cost. For example, an agency might charge a percentage of revenue uplift, or a fixed bonus for hitting business goals.

• Pros: Aligns agency and client goals – if your work drives business results, you capture more profit. Agencies can command much higher prices for high-impact work. This model can differentiate your white label offer as premium. It often yields higher margins since price isn’t tethered to hours.
  
• Cons: Hard to implement. Measuring “value” can be subjective and contentious. It requires deep trust: clients must believe in your ability to deliver exceptional results. Many agencies say that value pricing succeeds only when the client has an urgent, measurable need. Also, if promised results don’t materialize (sometimes due to factors beyond your control), it can hurt both parties.
  
• Use Cases: Best for high-stakes projects where outcomes are quantifiable. For instance, a marketing campaign priced at 10% of new sales revenue, or a design project charged at a premium because it’s critical for a product launch. In practice, some agencies will add performance bonuses to a retainer (e.g. +% of sales growth) to incorporate value-based elements. Otherwise, pure value pricing is rare in typical white label gigs, but can be powerful for strategic consulting or pitch campaigns.
  

Hybrid Pricing Model

Description: Combines two or more models. Common hybrids include a base retainer plus performance incentives, or a project fee plus hourly maintenance hours. The goal is to balance security with flexibility.

• Pros: Highly adaptable – you can tailor pricing to each client. For example, a modest monthly retainer guarantees baseline income, while a bonus or hourly add-on covers extra work or results. This can smooth out cash flow while rewarding extra effort. By mixing models, you share risk: neither party is fully locked in on one dimension.
  
• Cons: More complex to set up and explain. Requires crystal-clear agreements to avoid disputes (“what’s included vs extra?”). Billing may need multiple invoices or calculations each month. Misalignment is possible if the mix is not well designed.
  
• Use Cases: Agencies often naturally evolve hybrid models. For example, a white label PPC service might charge a fixed monthly fee plus 10% of ad spend. Or a web design contract could be a project-based development fee, plus an hourly rate for post-launch updates. If an agency offers multiple lines (e.g. SEO + ads), they might retainer-price SEO and performance-price PPC. The FAQ below covers how hybrids can look in practice.
  

Pricing Models Compared

Model	Description	Pros	Cons
Hourly	Charge by hour worked on tasks	Easy to track; flexible for clients’ needs	Uncertain budget; may discourage efficiency
Project-based	Fixed fee per project/deliverable	Clear outcome and cost upfront	Cash flow gaps; scope creep risk
Retainer	Fixed monthly fee for ongoing services	Predictable revenue; strong client relationships	Rigid scope; high expectations/over-delivery
Usage-based	Pay per usage/metric (e.g. per lead, % of spend)	Scales with client’s use; lower entry cost	Income can vary widely; complex to measure
Tiered (Package)	Predefined plans/bundles (Basic/Pro/Enterprise)	Simple choices for clients; easy upsells	Limited customization; need tier management
Value-based	Price tied to results/ROI	Potentially high margins; incentive-aligned	Hard to quantify; requires very clear deliverables
Hybrid	Combination (e.g. retainer + bonus)	Flexible; balances risk and reward	More complicated contracts; must define terms clearly

What’s the Best Pricing Model for White Label Web Design?

For web design, project-based or tiered pricing often work best because deliverables are concrete. For example, many agencies sell fixed-fee website packages (e.g. a 5-page site for $1,499) which clients find straightforward. This aligns expectations: the client knows exactly what they’re getting and at what price. Ongoing design support (like updating or redesign) may be on a small monthly retainer or hourly plan. Agencies should avoid open-ended hourly contracts for large web projects, as a fixed scope reduces billing disputes. When quoting outsourced design work, factor in complexity (custom graphics, integrations) and add a buffer for revisions.

In practice, a tiered package often sells well in white label web design: e.g. Basic (5 pages), Standard (10 pages), Advanced (15 pages). Each tier bundles responsive design, basic SEO setup, etc. This makes it easy for your client agency to pitch the right option. For example, the prices shown here ($1,499, $3,499, $4,699) reflect typical U.S. market rates for small business sites. Make sure to upsell add-ons (extra pages, custom graphics) separately.

What’s the Best Pricing Model for White Label SEO?

SEO is inherently an ongoing service, so monthly retainers are the norm. According to industry surveys, most SEO providers (especially in the US) bundle services in recurring plans. A common breakdown is: Local SEO (~$500/mo), Standard SEO ($1,000–$2,500/mo), Premium ($2,500+). Backlinko’s 2025 data shows the average U.S. SEO retainer lands between $1,000–$2,500/month. These plans include content, link-building, and reporting.

White label agencies can offer tiered SEO packages (Local vs National) as shown in the comparison above. The local package suits a neighborhood shop, while higher tiers cover regional strategies. Performance-based add-ons (like bonuses for hitting rank goals) can supplement a retainer if clients want shared-risk deals. However, avoid pure hourly billing for SEO work – SEO value is measured over months, not hours. Instead, you might bill an SEO audit as a fixed project fee (e.g. $500 for an audit) and then move to a monthly plan for ongoing optimization.

What’s the Best Pricing Model for White Label Digital Marketing?

For digital marketing services (PPC, social, content, email), mixed approaches are common. Agencies often use monthly retainers or subscription plans for bundled services, combined with percentage-of-spend or performance fees for advertising. For instance, a white label PPC management service might charge a flat $1,500–$5,000/mo plus 15–20% of the ad budget. This aligns incentives: as spend grows, both parties win.

Tiered packages work too. You might offer a Basic Marketing Package (few channels, limited support) vs. Premium (multi-channel, weekly content). Each tier has fixed price. Our earlier table of digital marketing models shows how subscription and usage models overlap. In U.S. agencies, large clients often sign on for premium retainers (e.g. $5k+ per month) for multi-platform strategy and execution. Smaller businesses might prefer à la carte or project-based fees (e.g. $2,000 for a one-time campaign launch).

Ultimately, the “best” model depends on service scope: one-off ads or website traffic audits can be project-based, while ongoing social management fits a retainer. Always be explicit about deliverables in each model – digital marketing can easily invite scope creep if not tightly defined.

What’s the Best Pricing Model for White Label Development?

White label development (custom apps, advanced website functionality) often has two phases: a one-time build followed by ongoing maintenance. The initial build is usually quoted as a project fee (or a series of milestones), since it requires specialized skills and clear deliverables. For example, developing a custom web app might be priced at $10,000+, reflecting the complexity. Junior-level dev tasks (theme tweaks, small sites) could start around $2,000–$5,000 (basic WordPress sites).

For long-term support (updates, security), agencies might switch to hourly or retainer. Many white label hosts charge a monthly maintenance retainer (say $100–$300/mo) that covers a set number of hours of developer support. Alternatively, they keep a developer on call at $50–$100/hr (a typical U.S. range for WordPress and PHP work). The hybrid approach—project + hourly—is common: it guarantees the initial revenue and provides flexibility for tweaks post-launch.

Pricing Tier Examples

Service	Pricing Model	Typical Price/Range
5-page brochure website (US)	Project (fixed fee)	~$1,499
SEO (monthly retainer, small biz)	Monthly retainer	~$500–$1,000 per month
SEO (monthly retainer, mid market)	Monthly retainer	~$1,000–$2,500 per month
PPC management (monthly)	Retainer or % of spend	~$1,500–$10,000+ per month
WordPress dev (hourly)	Hourly	~$50–$100 per hour
Content (1000-word article)	Per article (project)	~$100–$500 per article (depends on niche)

These examples illustrate common price points in the U.S. market for white  label services. They should be adjusted for your agency’s costs and value add. For instance, if your design team is US-based, your web design costs might run 2–3 times higher than outsourced overseas labor. Always calculate your costs (labor, software, overhead) plus desired profit margin to set rates.

FAQs: White Label Pricing Models

1. What’s the most profitable white label pricing model for agencies?
   There’s no one-size-fits-all, but retainer and tiered package models typically offer the best balance of predictable revenue and scalability. For high-margin growth, value-based pricing or performance-based incentives can maximize earnings – especially when your work has clear ROI.
2. Can I mix pricing models within one client relationship?
   Yes, many agencies use hybrid pricing. For example, you might charge a flat project fee to build a website, then offer monthly retainers for ongoing updates, or bill hourly for extra custom features. Just be sure to clearly define what’s included under each model to avoid confusion or scope disputes.
3. How do I set my white label service prices without undercharging?
   Start by understanding your costs (including white label vendor fees), desired margin, and what competitors charge in your niche. Always factor in revisions, client support time, and project management. Then test your pricing – adjust as needed based on demand, profitability, and feedback.
4. What’s the best pricing model for clients on a tight budget?
   Tiered packages are ideal. Offering entry-level options (e.g. a 5-page website for $1,499 or basic SEO at $500/month) allows you to serve budget-conscious clients without lowering your rates. You can upsell additional services later as their business grows
5.  Should I list prices on my agency’s website or keep them private?
   It depends on your positioning. If you offer productized services (e.g. fixed website packages), publishing prices can simplify sales and build trust. For custom or enterprise-level services, keeping prices private allows for flexible quotes and discovery-based selling. Many agencies use a mix: public packages + private quotes for advanced needs.