| Jan 23, 2023 | | 8 min read

White label for agencies: What services and products to white label and why


It’s an exciting time to be in the digital agency space: Sure, there may be plenty of competition, but there is also more demand than ever for digital services. An ever-increasing number of organizations are conducting more of their business online, meaning that established businesses have an increased need for the services agencies offer. Meanwhile, new technologies have made it possible for businesses to open and grow faster and with fewer startup resources than ever before. All of this means that SMBs old and new need your agency's services. Have you considered white label for agencies?

Download “How to white label” and discover how becoming a white-label software reseller can positively impact your business today.

White labeling enables agency owners to meet this demand and position themselves as truly valuable one-stop-shop partners for their clients. White label for agencies makes it possible to offer a greater variety of products and services, deliver high quality across the board, and scale quickly, all without the risk that is often associated with expanding a business rapidly.

Before getting into the services and products that should be in your portfolio as a white-label SaaS reseller, let’s make sure we’re on the same page about what white label for agencies is and how it works.

Why use white label for agencies?

Today’s marketing stack is complex. To compete, SMBs have to employ a variety of marketing techniques that work in synergy to help them meet their business goals. As an agency, the more layers of the marketing stack that you can deliver, the easier you make it for clients to consolidate their spending with you rather than across a range of other providers. However, hiring in-house people to strategize and deliver all these services is risky, difficult to manage at scale, and slow.

If you end up hiring the wrong person, you’re still on the hook for their salary and the money spent on hiring and onboarding them. Even if you’re thrilled with your new hire, there is only so much any single employee can handle. Delivering these services to a long client list requires ongoing expansion of your team and exposes you to the risk that you’ll incur greater costs than you’re able to earn back.

White label for agencies solves the problems associated with scaling: You can add multiple in-demand services to your portfolio at once and rely on white-label experts to deliver on your behalf. Since you don’t pay until you make a sale, you never have to worry about being in the red.

White-label products, which are completely re-brandable tools that may be used directly by your clients, furthers the value of your agency because clients experience them as proprietary tools under your brand that are exclusive to you. If a client loves a white-label product they get from you, you’re far likelier to retain them. Being able to offer technologies under your brand without having to invest the time and resources in developing proprietary tools is a huge advantage that further enables you to scale quickly and efficiently.

So, when it comes to white label for agencies, which services and products should you include in your portfolio? Keep reading for our top picks and why we think you shouldn’t ignore them.


Investing in SEO is non-negotiable for contemporary businesses. Whether they operate online or in person, their customers are using search to discover them (or their competitors). Ranking highly on relevant search engine result pages (SERPs) can drive significant traffic and sales to a business.

This means that as an agency, SEO is one the most important components of the marketing stack that you should offer.

White-label platforms offer a variety of solutions you can resell, including both products and services.

SEO is a complex, multidimensional process that requires staying up-to-date on the latest updates to Google’s algorithm and other trends. By reselling white-label SEO services, you can deliver expert-level SEO management without having to commit the time and effort to master these skills in house. Time-consuming tasks like link building, website audits, on-page and off-page SEO, and keyword research can all be completed by experts working under your agency’s brand.

You can also empower your clients—and take advantage of valuable upselling opportunities—by reselling white-label SEO products that they can use themselves. For example, local SMBs need to focus on local SEO in addition to traditional SEO. White-label tools that enable them to manage their listings across the internet can ensure they are discovered by their target audiences locally.

PPC advertising

As essential as SEO is, it generally takes a while to deliver results. Changes implemented today may start driving meaningful traffic several months from now. On the other hand, PPC advertising can help you show ROI to your clients right away.

White-label PPC services mean you can manage entire multi-channel advertising campaigns for your clients, using data insights to continually refine the strategy and deliver more conversions. You can decide whether you want to use a white-label tool and manage campaigns in house or leave it entirely to a white-label digital advertising team to handle, leaving you free to focus on sales and client relations.

Once ads are running, impress your clients with robust white-label PPC reporting software that shows them exactly how every ad is performing and shows them in real time what they’re getting for their ad spend.

Social media marketing

Running a small business keeps your clients busy, and creating content for social media, posting it, and engaging with followers can often take a backseat to the more pressing day-to-day tasks of operating a business. Offering white-label social media marketing means you can say “yes” when your clients ask if you can take this important but time-consuming task off their plate.

Plus, it’s a perfect upsell to your PPC offerings since a lot of the advertising spend goes to ads on social channels. Having a unified strategy for social media marketing and paid ads on the same platforms is mutually beneficial for both strategies.

Content creation

While we’re on the subject of important but time-consuming tasks, white-label content creation is another way to expand the list of services you offer with solutions that your clients need. Inexperienced marketers may go for a quantity-over-quality approach when it comes to their content marketing strategy, thinking that if they just post a blog per week their traffic should surely increase.

Content creation solutions that are white label for agencies can drive real ROI for your clients. The more they see the benefit, the more white-label content they’re likely to buy from your agency.

Reviews management

Reviews are the currency of the internet, and the more high-quality, positive, and recent reviews your client has, the more confident their prospective customers will be to buy from them. The trouble is, there are a lot of review sites out there. Clients may miss opportunities to respond to reviews on all of these review sites and build trust in their brand.

White-label reputation management solutions solve this problem by encouraging customers to share reviews and giving your clients a convenient way to respond to all of them from a single dashboard.

Email marketing

Change is constant when it comes to the world of marketing, but one thing that has remained reliably profitable is email marketing. White-label email marketing solutions should be a part of your offerings because they are often among the first marketing solutions small business owners will be familiar with and likely to invest in. This gives you an opportunity to land new clients that you can upsell more marketing solutions to later. Plus, the ROI for clients is typically great, entrenching your value as a service provider in their eyes.

About the Author

Solange Messier is the Content Strategy Manager at Vendasta. Solange has spent the majority of her career in content marketing helping companies improve how they connect with their prospects and customers. Her diverse background includes magazine publishing, book publishing, marketing agencies, payment processing, and tech. When she's not working, Solange can be found spending time with her family, running, and volunteering.

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