Running a digital agency or freelance business in 2025? Chances are, you’re juggling content, SEO, ads, and maybe even social media. Adding website design into the mix might sound appealing, but building an in-house team? Not so much.

That’s where white label website design comes in. You get all the benefits of offering professional websites to your clients, without hiring staff, managing projects, or worrying about design quality. It’s an innovative, scalable model that lets you expand your offer without the growing pains. From my work with digital agencies, I've seen that those who adopt resell models early often end up with better margins and more flexible service bundles.

What is white label website design, and how does it work?

White label website design is when you partner with a provider who builds websites for your clients under your brand. You stay client-facing. They do the technical and creative heavy lifting. Clean and simple.

Here’s the general process:

1. You're on board with the client, get their brief, and quote them your price.

2. Your white label partner designs and builds the site (often using templates, custom code, or CMS platforms like WordPress or Webflow).

3. You review and deliver the site to the client, with your branding front and centre.

The result? You look like the hero. Your clients never see the third-party provider behind the scenes.

Standard inclusions from providers:

1. Fully designed responsive websites

2. Basic SEO setup and speed optimisation

3. Optional ecommerce or booking system add-ons

4. Ongoing maintenance or care plans
   

The key to success here is choosing the right partner who communicates well and builds to your standards.

Pros and cons: What you should know

Let’s be honest, no service model is perfect. Here’s a quick take on what works (and what doesn’t) with web design reselling:

Pros:

1. No internal hiring or training required

2. Scales quickly with demand (you only pay when you sell)

3. You set the price and profit margin.

4. Keeps your brand front and centre

Cons:

1. You’re responsible for client expectations (even if delays are the provider’s fault)

2. Less control over creative decisions unless you choose a hands-on partner

3. You need solid processes to manage briefs, revisions, and delivery.
   

Are you still with me? That's good. If you can get the structure right, this model can give service-based businesses looking to grow a significant advantage.

Choosing the right white label partner (it’s a game changer)

From what I’ve seen with clients I’ve worked alongside, success with reselling depends almost entirely on your white label partner. Pick a bad one, and your brand cops the hit. Pick a great one, and you’ll look like a pro.

Here’s what to look for:

1. Portfolio quality: Ask to see real examples of client work

2. Turnaround times: How long does a typical site take?

3. Communication: Are they local? Do they reply promptly?

4. Platform specialisation: WordPress? Shopify? Webflow? Make sure it fits your clients' needs.

5. Support and revisions: What’s included in the build price?

Do you need an ABN or a licence to resell website design?

In Australia, reselling services like website design don’t require a specific licence, but operating as a business does. Most freelancers or agency owners operate as sole traders or companies.

If you're reselling under your brand, ensure your business is registered and you have an ABN. This makes invoicing clients and partnering with providers much smoother. Not sure where to start? Check out this guide to small business digital support.

Quick setup checklist:

1. Register for an ABN

2. Set up invoicing tools (e.g. Xero, QuickBooks)

3. Draft basic service agreements

4. Have a project brief template ready

It’s a bit fiddly—sure—but worth it.

Structuring Your Web Design Services for Success

For many resellers, the challenge is effectively packaging and positioning web design services for their clients.

While every agency differs, a flexible, tiered structure works well for most. Here's an example of how you could set up your service offerings:

1. Starter Package: Simple, responsive design with essential features like a contact form

2. Standard Package: More customisation with branded styling, a content management system, and SEO optimisation

3. Premium Package: A fully featured site with advanced integrations like booking systems or e-commerce functionality

The key is to start with a simple, easy-to-manage structure. As your understanding of client needs grows, you can expand and refine your offerings.

Here’s where a blog about website design packages for agencies can help prospects compare options and make informed choices.

Final tip: Don’t treat it like “just another service”

If you want to thrive as a web design reseller, don’t just slap a service page on your site and wait. Think bigger.

The most successful resellers I’ve worked with:

1. Offer web design as a strategic solution to client problems

2. Package it alongside SEO, branding, or ads.

3. Use discovery calls to uncover pain points (then pitch the site as a fix)

Remember to stay educated. External guides on outsourcing web development best practices can help you avoid pitfalls.

Wrapping it up: Your next move

White label website design isn’t just a clever hack—it’s a real opportunity to scale without overstretching. You handle the clients, but let someone else handle the code.

Got your ducks in a row? You might want to:

1. Build a simple service landing page

2. Reach out to 2–3 potential white label partners.

3. Run a beta test with one client.

You’ll be surprised how quickly you can go from side hustle to a fully-fledged digital agency.