Most agency owners know they should be selling SEO. The problem isn’t demand — it’s confidence. Specifically, confidence in knowing what to charge when you’re not the one doing the work.
If you’re using a white label SEO partner, the pricing model is actually straightforward once you understand the structure. And the margins? Often better than any other service you offer.
This guide walks you through exactly how to price SEO as a reseller, with real margin examples and a simple framework you can apply to your next proposal.
Understanding the White Label SEO Cost Structure
Before you can price SEO for your clients, you need to understand what you’re paying your white label partner.
| With Bespoke Marketing Plans, there are no hidden extras. Reporting is included via Agency Analytics, and there are no contracts — so your costs stay predictable and you only pay for active campaigns. |
Once you know your cost base, you can work out a sustainable client price.
How to Calculate Your SEO Reseller Margin
A healthy white label SEO margin sits between 40% and 60% in most cases. Here is a simple way to think about it:
| Scenario | Numbers |
| White label cost (monthly) | £250 |
| Your client price (monthly) | £499 |
| Gross margin | £249 (49.9%) |
| White label cost (monthly) | £250 |
| Your client price (monthly) | £599 |
| Gross margin | £349 (58.3%) |
These are illustrative figures. The right price for your clients depends on their business size, the competition in their market, and the scope of work required. But this gives you a working model to start from.
Why you should not just double the cost
Many agencies default to a simple 2x markup. That can work, but it often leaves margin on the table — especially for more competitive campaigns where clients expect and receive more activity.
A better approach is to price based on the value delivered to the client (more visibility, more enquiries, more revenue) rather than purely on your cost base.
Factor in your time
Even with a white label partner handling delivery, you’re spending time managing the client relationship. Account for it. If you spend two hours a month per SEO client on calls, emails, and reporting reviews, that time has a cost. Build it into your price.
| Want to know what a white label SEO partnership with Bespoke Marketing Plans would cost for your clients?Use the free White Label Profit Calculator on our website to model your margins before committing to anything.→ bespokemarketingplans.co.uk/white-label-profit-calculator |
What to Charge: Realistic UK Price Ranges for Agency-Resold SEO
UK agencies typically charge end clients anywhere from £299 to £1,500+ per month for SEO, depending on business type, location competitiveness, and scope.
Local service businesses (tradespeople, clinics, law firms)
This is the most common client type for small UK agencies. A local plumber or dentist usually needs a focused local SEO campaign — Google Business Profile optimisation, local keyword targeting, and consistent content. A fair market price for this level of service sits between £299 and £549 per month.
Regional or national businesses
More competitive markets, more keywords, more content. These campaigns typically justify £500 to £900 per month from the client’s perspective.
E-commerce or highly competitive niches
Campaigns in competitive verticals require more activity — more link building, more content, more technical work. These are typically priced from £750 upwards.
| One useful benchmark: if a client is spending £500 per month on Google Ads with reasonable results, they’ll usually accept a similar or lower spend on SEO — particularly once you explain the compounding nature of organic visibility. |
How to Present SEO Pricing to a Client Without Underselling
Pricing conversations go wrong when agencies lead with the cost rather than the value. Here’s a better structure:
1. Start with their goal
Before you mention a number, establish what success looks like for them. More enquiries? More foot traffic? More product sales? Anchor the conversation in outcomes, not activities.
2. Show what the work involves
Even without revealing your white label partner, you can explain the scope. Keyword research, on-page optimisation, monthly content, link building, and detailed reporting. This justifies the investment.
3. Introduce the monthly fee as an investment
Frame the monthly cost against the value of a new client, a new booking, or a new sale. If one new customer from SEO is worth £500 to a local tradesperson, and SEO costs them £350 a month, the maths makes itself.
4. Remove the risk
One of the biggest objections to SEO is being locked into a long contract before seeing results. Offering rolling monthly terms — like Bespoke Marketing Plans operates on — removes that friction. Make sure your clients know they are not tied in.
Should You Use a Fixed Package or a Custom Quote?
Fixed packages
Easier to sell, easier to fulfil, and easier to scale. They work well when your client base is relatively similar — for example, all local service businesses. You set a price, the white label partner delivers a defined scope, and everyone knows where they stand.
Custom quotes
Better for larger or more complex clients where a fixed package would either underprice or overdeliver. Custom quotes take more time to put together, but they tend to command higher fees and suit clients who want a bespoke approach.
Many agencies start with fixed packages for smaller clients and move to custom quotes as they win larger accounts. Both can work alongside the same white label partner.
Frequently Asked Questions
What is a good profit margin for white label SEO?
A sustainable gross margin for reselling white label SEO is typically between 40% and 60%. This accounts for your partner costs and your account management time. Margins below 30% are difficult to sustain long-term.
Can I charge more than other agencies in my area?
Yes — if you can demonstrate results or offer something competitors do not (such as no-contract terms, transparent reporting, or deep local knowledge). Price is rarely the only factor clients consider when choosing an agency for SEO.
What if a client asks why my SEO costs less than a big agency?
You don’t need a white label partner to charge less. Small agencies naturally have lower overheads than large ones, and that can be positioned honestly as a benefit — they’re not subsidising office space and large teams. Focus the conversation on results and communication rather than price.
Do I need to tell my client I’m using a white label partner?
No. White label SEO is a standard business model, and clients buy from you — your relationship, your expertise, and your accountability. Bespoke Marketing Plans operates fully behind the scenes: reports carry your branding, and there is no client contact from our side.
How do I handle it if a client asks for a breakdown of costs?
Agencies rarely itemise their costs to clients, just as a restaurant doesn’t list ingredient prices on a menu. You can share what activities are included in the service without disclosing your supplier costs. If a client is pushing hard for cost breakdowns, it may indicate a trust issue worth addressing directly.
| Ready to add white label SEO to your agency’s service offering?Fill in the contact form at bespokemarketingplans.co.uk and Guy will get back to you within 24 hours to answer any questions about pricing, process, and whether it’s a fit for your clients.No contracts. Branded reports. UK-based delivery.→ bespokemarketingplans.co.uk/contact-us |
