The White-Label Pricing Guide
Your margin is your business. Here is how to price white-label services so you stay profitable, competitive, and confident in every sales conversation.
Why Markup Matters
If you are reselling white-label services at cost or with razor-thin margins, you are running a charity, not a business. Your markup is not greed. It is how you fund sales, support, strategy, and growth.
The right markup lets you invest in client relationships, cover the cost of acquisition, handle scope creep, and still take home a profit. Without it, you are one bad month away from burnout.
Remember: your clients are not paying for the deliverable alone. They are paying for the relationship, the strategy, the accountability, and the results. Price accordingly.
The 3 Pricing Models
Cost-Plus
2x to 3x markup
The simplest model. Take your fulfillment cost and multiply by 2 to 3. If a service costs you $500/mo to deliver, charge $1,000 to $1,500.
Best for: Straightforward services with clear deliverables. Easy to explain, easy to scale.
Value-Based
Price on outcomes
Price based on the value you deliver, not your cost. If your SEO work generates $20k/mo in new revenue for a client, charging $3,000/mo is a bargain for them.
Best for: High-impact services like SEO, AI response, and lead capture where ROI is measurable.
Bundled Packages
Higher value, higher retention
Combine multiple services into tiered packages (Bronze, Silver, Gold). Bundles increase average deal size, reduce churn, and make price comparison harder for clients.
Best for: Agencies that want higher LTV and stickier client relationships. Most successful partners use this model.
Example Pricing Table
| Service | Your Cost | Suggested Client Price | Your Margin |
|---|---|---|---|
| Website + SEO | $750/mo | $1,500 - $3,000/mo | $750 - $2,250 |
| Reputation Management | $250/mo | $500 - $1,000/mo | $250 - $750 |
| Lead Capture + Text-Back | $350/mo | $500 - $1,500/mo | $150 - $1,150 |
| AI Response (Omnichannel) | $500/mo | $1,000 - $2,500/mo | $500 - $2,000 |
| Database Reactivation | $500/campaign | $1,000 - $2,000/campaign | $500 - $1,500 |
Full stack bundle (all 5 services)
Common Pricing Mistakes
Racing to the Bottom
Competing on price attracts the worst clients and kills your margins. If someone only cares about price, they will leave the moment they find a cheaper option. Compete on value, not cost.
Itemizing Everything
When you show line items, clients start cherry-picking. "I don't need that, take it off." Bundle your services into packages so the conversation is about outcomes, not deliverables.
Forgetting Your Own Time
Your markup is not just profit. It covers client communication, strategy calls, reporting, onboarding, and project management. If you only mark up 20%, you are working for free after overhead.
Being Afraid to Charge
Imposter syndrome is expensive. If you deliver results, you deserve to be paid well. Clients who pay more are more committed, easier to work with, and stay longer. Raise your prices.
How to Present Pricing with Confidence
Anchor High
Start with the cost of the problem, not the price of the solution. "You're losing $15,000/mo in missed calls. Our system costs $1,500/mo." Now your price feels like a bargain.
Use Three Options
Always present three tiers: starter, growth, and premium. Most people pick the middle option. Make your middle option the one with the best margin.
Never Apologize for Your Price
State it clearly and stop talking. "The investment is $2,500 per month." Then wait. The first person to speak after the price loses. Let silence do the selling.
Frame as Investment, Not Cost
Costs feel like money going out the door. Investments feel like money working for you. Use language like "your monthly investment" and always tie pricing back to ROI.
See Our Partnership Models
Now that you know how to price services, see what it actually costs on your side. Transparent pricing, no surprises.
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