A white label website is a site built by one company and sold, presented and supported by another company under its own brand. The term comes from manufacturing: Wikipedia defines a white-label product as one "produced by one company" that other companies "rebrand to make it appear as if they had made it". On the web, the producer is usually a development partner or a website-builder platform, and the marketer is usually an agency.
This page explains the two ways the term is used, who buys each, how a project actually runs, and what it costs in 2026, using the published price lists of partners and platforms and one agency profitability survey.
What a white label website actually is
The phrase covers two business models that share a name and a principle, but differ in what the agency is buying.
The service model. A development partner designs or builds the site, and the agency delivers it as its own work. The client sees the agency's proposal, the agency's project manager and the agency's invoice. The partner works in the background. This is what most agency owners mean when they search for a white-label website partner, and it is the model we work in.
The platform model. A software company sells a website builder that the agency rebrands. Duda's pricing page says its White Label and Custom plans let you present "the website editor, multi-site Dashboard, website preview pages, and platform emails" under your own brand. The agency, or its client, then builds the site in that rebranded tool.
What both have in common. The end client deals with one brand. The producer gives up the credit in exchange for volume, and the agency gains capacity or software it did not have to build.
| Service model | Platform model | |
|---|---|---|
| What you buy | Design and build hours from a partner | A rebranded website builder licence |
| Who builds the site | The partner's developers | Your team or your client, in the builder |
| Typical pricing | Per project, monthly retainer or hourly | Monthly plan plus a fee per site |
| Design freedom | Whatever the chosen stack allows | Whatever the builder's templates and editor allow |
| Where the site lives | Usually transferred to the client's own hosting account | On the platform, under your custom dashboard domain |
| Best fit | Agencies selling custom sites to B2B clients | Agencies selling many small, similar sites |
| Main risk | Partner quality and communication | Platform lock-in and template sameness |
Source: Duda and Brizy Cloud pricing pages, read 2026-10-28; Octo Agency.
A third, looser use of the term appears on marketplaces: a pre-built template site resold with the seller's name removed. That is closer to buying a theme than to either model above, and we leave it out of the rest of this page.
Who uses white-label websites
Marketing agencies without developers. An SEO, paid-media or branding agency often wins a client who also needs a new site. Hiring a developer for occasional builds rarely pays. A white-label partner lets the agency say yes without changing its headcount.
Design studios that hand off the build. Some studios design in Figma and partner for the build in Webflow, WordPress or code. The studio keeps the creative relationship, and the build becomes a line item.
Agencies with overflow. A web agency with its own developers may still run out of capacity in a busy quarter. Our post on adding development capacity for one quarter covers that case in detail.
Resellers selling sites at volume. Hosting companies, local-business marketers and consultants who sell many small sites use the platform model. A rebranded builder lets them produce a site per client at a fixed software cost.
The end client. The client is the one who never sees the arrangement. They buy from an agency they already trust, and get a single point of contact for strategy, build and support.
We sit on the partner side of the service model. We are the white-label development partner to Web Tonic, a marketing agency: 20 or more Webflow sites in twelve months, two to three weeks per site, the largest a CMS with over 1,200 items. Read that as experience, and also as a bias: we sell the thing this page describes.
How a white-label website project runs
The mechanics of the service model are simple once the roles are clear. The agency owns everything the client can see, and the partner owns the build.
- Scope. The agency runs discovery with the client, then sends the partner a page map, the designs or a design brief, and the list of integrations.
- Quote. The partner quotes the agency, not the client. The agency adds its margin and sends its own proposal.
- Build. The partner builds on a staging environment it controls. On Webflow, that is a staging site inside the partner's own Workspace.
- Review. The agency reviews on staging, collects client feedback in one place and passes it on.
- Handover. The partner transfers the site, the CMS, the documentation and the tracking setup to the client's account, under the agency's name.
- Support. Post-launch edits run through the agency, on a retainer or per ticket.
On Webflow, the platform cost is visible and small. Webflow's pricing page lists a Freelancer Workspace at $16 a month and an Agency Workspace at $35 a month, both billed yearly. The Freelancer plan includes 10 staging sites, one free client seat per site and client payments; the Agency plan adds unlimited staging sites and three free client seats per site. The client's Site plan is separate: Basic at $15 a month and Premium, which adds the CMS, at $25 a month, both billed yearly.
Our longer guide to white label Webflow development walks through the handover artefacts and Webflow's transfer rules step by step.
What a white label website costs in 2026
There is no single price, because the two models charge for different things. Platforms charge for software. Partners charge for people.
| Option | Model | Published price | What it includes |
|---|---|---|---|
| Duda White Label | Platform | $149 a month billed annually, $199 monthly | 4 sites included; branded editor, dashboard and emails |
| Brizy Cloud White Label | Platform | $159 a month or $1,590 a year | 10 websites; extra sites $8 a month each |
| Webflow Agency Workspace | Platform for building, not rebranding | $35 a month billed yearly | Unlimited staging sites, 3 client seats per site; Site plans extra |
| E2M Standard to Web Squad | Service, retainer | $1,299 to $9,999 a month | 30 to 35 hours a month on Standard; 3 full-time resources on Web Squad |
| Market range for builds | Service, per project | About $500 to $25,000 or more | Templated site at the low end, custom build at the high end |
| Market range for retainers | Service, monthly | About $499 to $5,000 a month | A block of capacity for builds and maintenance |
| Dedicated developer | Service, monthly | About $3,000 to $6,000 a month | One developer reserved for your agency |
Source: Duda, Brizy Cloud, Webflow and E2M pricing pages, read 2026-10-28; BSS Commerce, White Label Development Pricing, 2026-09-25 (vendor-compiled ranges).
Platform pricing is the easy part. A platform plan costs less per month than a single day of a developer's time, and adding a site costs a few dollars a month. What it does not include is anyone's labour. Someone still has to design the site, write the pages and enter the content.
Service pricing depends on geography and seniority. BSS Commerce, a white-label vendor, puts senior developer rates at $64 to $76 an hour in Central and Eastern Europe against $80 to $300 for US and UK onshore work, citing Accelerance's 2026 survey for the offshore and nearshore figures. KrishaWeb, another vendor, puts white-label development projects at roughly $1,500 to $12,000 or more. These are vendor-sourced ranges, so treat them as planning bands rather than market medians.
Specialist partners usually quote per project. A four-page marketing site and a 1,000-item CMS migration are different jobs, so many specialists, ourselves included, quote per project from a scope rather than publish a price.
What the agency keeps: margins
White label only works if the gap between what the agency pays and what it charges covers the agency's own time.
| Measure | Figure | Source |
|---|---|---|
| Gross margin on resold web development and design | 35% to 55%, median about 45% | KrishaWeb, 2026 (vendor) |
| Gross margin on resold SEO retainers | 45% to 65%, median about 55% | KrishaWeb, 2026 (vendor) |
| Suggested resale multiple | 2x to 3x partner cost, 50% to 70% gross margin | BSS Commerce, 2026 (vendor) |
| Average digital agency after-tax net margin, 2025 | 13% | Promethean Research via Agiled |
| Studios under 10 people, net margin | 19% | Promethean Research via Agiled |
| Average project margin | 35% | Promethean Research via Agiled |
Gross is not net. KrishaWeb notes that a 2x markup that looks like 50% gross is closer to 35% to 40% once account-management time is counted. Every client call, every round of feedback and every handover meeting is agency time that the partner's invoice does not show.
Development carries a lower multiple than retainers. Web projects are larger one-off sums, and clients compare them against other agencies' build quotes. That is why the reported web development band sits below the SEO band.
For a fuller cost comparison against hiring a developer or subcontracting openly, see white label vs subcontracting vs hiring, which works the numbers for a 10-person agency.
Risks, and how to check a partner or platform
Quality you cannot see until launch. With a service partner, the risk is a build that looks right in review and breaks in the client's hands. Ask for a past project's QA record and CMS documentation before signing.
Communication that leaks. Form notification addresses, workspace names, code comments and builder credits can all carry the partner's name. A metadata check before handover catches most of it.
Lock-in on platforms. A site built in a rebranded builder lives on that platform. If the agency changes platform or the client leaves, moving the site usually means rebuilding it.
Template sameness. Platform sites built at volume tend to look alike. That suits local businesses that need a clean site quickly; it suits B2B clients selling a complex product less well.
Contract gaps. Intellectual property, non-solicitation and who pays the hosting all need writing down. Our guide on how to choose a white label web development agency lists 14 questions to ask and the answers that should end the conversation.
What this means for an agency deciding whether to white label
Start from what you sell. If your clients need many small, similar sites and you have someone to build them, a rebranded platform is the cheaper route, and the published plans make the maths easy. If your clients are B2B companies that need a custom marketing site, a CMS their team can run and tracking that works, you need a service partner, and the question becomes which one you can hand a brief to and stop worrying about.
Either way, price the agency's own time first. A partner's invoice is only one part of the cost: discovery, client calls and support are yours, and they decide whether a 45% gross margin ends up as profit. Run one project as a trial, measure the hours you spent, then set the markup for the second. Our white-label service page explains how we scope it.
