White label website design means a partner builds the site and you sell it under your brand. How the model works, what it costs, how to pick a partner, and when a white label builder is the better fit.
White label website design is when another company designs and builds websites that your agency sells under its own name. You own the client, the brand and the price; the partner does the production work and stays invisible. As of September 2026 there are two ways to do it: outsource the labour to a design partner, or resell a white label website builder.
Launch your branded builder free (7-day trial): your agency's own AI website builder, live in under a minute. Plans from $99/mo for 25 sites. See white-label pricing.
This guide covers how both models work, what to put in writing, how to price, and which one fits which kind of client.
The flow is the same with almost every partner:
The client never talks to the partner. Your margin is the difference between your price and the partner's wholesale fee, minus your own time on sales, briefs and review.
There are two very different things sold as "white label websites."
| White label design partner | White label website builder | |
|---|---|---|
| What you buy | Labour: a team builds each site | A platform: a branded builder you and clients use |
| Cost shape | A fee per project or per page | A flat monthly plan |
| Turnaround | Days to weeks per site | Minutes for a first draft |
| Custom work | Strong: anything the brief describes | Good within the builder's range |
| Your main job | Writing briefs and checking quality | Onboarding and supporting clients |
| Recurring revenue | Only if you add care plans | Built in: clients pay monthly on your portal |
| Best for | Bespoke, high-budget projects | Small business sites at volume |
Many agencies end up using both. Custom brand sites go to a design partner; the long tail of small business clients goes onto a builder. Our white label website builder guide covers the builder side in depth.
A partner is effectively your production team, so vet them like a hire:
Put all of this in a short agreement before the first real client job.
Most white label projects that go wrong fail at the brief. A good one includes:
If you sell website builds often, the website design RFP template doubles as a brief format.
Price on the value to the client and your total cost, not on the partner's fee alone. Your cost includes the partner fee, your sales time, brief writing, review, client meetings and a buffer for changes. Quotes vary widely by scope and partner location, so collect real quotes for your typical project before you set list prices.
The bigger lever is recurring revenue. A one-off build pays once. A monthly plan that covers hosting, edits and support pays every month. Our website care plans guide walks through how agencies package this, and how to build website packages for small business clients shows how to turn it into tiers.
Protect the relationship with a clear quality check before anything reaches the client: test every page on a phone, click every link and form, and read all the copy once more. Partners make mistakes; your brand should catch them first.
Outsourcing labour works well for a handful of large projects. It gets harder when you sell many small ones:
This is where a white label builder fits. Instead of paying for labour per site, you give each client a login to a branded builder, and they (or you) make changes in minutes.
We.Inc is an AI website builder with self-serve white label. Paste your agency website at my.we.inc/setup; it pulls your name, colour and logo, and your branded builder and client portal are usually live in under a minute. Clients describe their business, the AI builds a complete site, and they edit it visually.
Every plan has a 7-day free trial, a 0% transaction fee, and clients who pay you through your own Stripe. See plans and per-site costs or the white label overview. If you are starting from scratch, how to start a website reseller business is the companion guide.
Choose a design partner when each project is large, custom and one-off. Choose a white label builder when you want many small business clients on monthly plans. Choose both when your client list has both. The test is simple: if most of your time goes into briefs and edit tickets for small sites, move those clients onto a builder and keep the partner for the work that needs one.
Launch your branded builder free (7-day trial). Lite $99/mo for 25 sites, Launch $499/mo for 250, Scale $999/mo for 1,000 with no WeInc branding, and a 0% transaction fee. Compare plans on white-label pricing or read the white label overview.
We.Inc is an AI-powered website builder you can resell under your own brand. Launch a branded client dashboard, bill on Stripe Connect, and deliver AI-generated websites in minutes. White-label plans are custom priced, with no per-site fees.