Your agency's hidden revenue stream: white label copywriting services
Let’s see if I can guess something about you. As an agency that sells:
Website design
Web development
Ads management
Email design or management
The visual, tech, or strategy side of sales funnels
Or similar marketing-related services…
You’ve had projects derailed because the client came to you before they had the copy for their project, and one of 2 things happened:
They assumed you’d handle the copy. Which pulled you out of your zone of genius, or altered the project timeline as you rustled up a few referrals and sent the client off to get that piece of the project going…
OR despite your recommendations, the client decided to handle the copy themselves. Which is deflating for you. Because you know you’ll have to work with copy that’s not optimized to convert. So the project won’t perform as well as it could.
You don’t want to open up a full copywriting branch of your business to handle this. You want to be known for the incredible work you specialize in.
But when clients show up without copy…
Wouldn’t it be cool to fire back a smooth, “Yes, we offer that!”
…knowing copy won’t pose any side-quests or limitations for the project?
There’s a way to add copywriting services to your core packages — without bringing a dedicated copywriter in-house. Welcome to the world of white-labeled copywriting
This hidden revenue stream allows you to expand your services, boost client satisfaction, and make your services more convenient for clients and your team — all while staying focused on what you do best.
In this article, we'll dive into the benefits of white-labeled copywriting services, how you can tag in a copywriter for more streamlined marketing packages, and why this approach may unlock more revenue for your business. Let’s get into it.
First, what is white-labeled copywriting?
With white-labeled copywriting, a copywriter comes in to write copy under your brand’s name. Picture me slapping a “white label” across my logo, so I can write copy under the umbrella of your business.
Essentially, this allows you to offer high-quality copywriting services to your clients when that need comes up. Without having a copywriter in-house, or having to contract someone new every time you need copy for your clients.
Instead, we build a strategic partnership so I understand how you operate. I work as part of your team, and I’m available for projects only when you need me. So you provide a seamless experience, you deliver full-service offers, and together we get better results for your clients.
Why form a white-label partnership with a copywriter?
Working in this way with a copywriter can have some real advantages for you, your team, and your clients. Here’s a quick look at some of the benefits of this type of strategic partnership for marketing agencies:
The convenience factor: If clients show up without copy, you don’t have to break it to them that they really need to go out, weigh their options, meet with multiple copywriters, and then complete that whole project before coming back to you. Save them (and your team) that headache by handling everything from copy to design and implementation under one roof.
Projects optimized to convert: When multiple service providers handle different pieces of a marketing project, the result may be disjointed messaging, pieces that don’t align, or copy that doesn’t speak to the right crowd. A good copywriter can come in and handle the initial market research and angle development. So the project is unified under one guiding big idea. And rooted in conversion principles from the start.
More revenue for you: Capture additional revenue by providing a full suite of services, rather than referring clients elsewhere for their copywriting needs. You’re free to add a markup to a white-labeled copywriter’s services, so you increase profit on your end too.
Less stress for your team: No more having the project manager or email designer tackle the writing too. Relieve your team of writing duties that stray outside of their core skillset. So they enjoy more time doing the work they actually love.
Better case studies for your brand: High-quality, conversion-focused copy boosts the overall effectiveness of your projects. Not only does that lead to happier clients (aka better testimonials and more referrals). It also means the potential for more impressive performance data on your projects, which makes for great case studies in your marketing.
Easier internal marketing, too: If any internal projects require copy (think new landing page copy or paid ads), you already know someone with an intimate understanding of your world and exactly how you work. You can just reach out and say, “Hey Brandy, can you handle this project for us?” and I’ve got you covered!
But how do we know outsourced copy will meet our standards?
Before forming a white-label partnership, I can provide samples of my work across the different deliverables you’d like to offer. If you have different marketing frameworks you prefer to work with, for example, the StoryBrand framework, or specific brand style guides, we can align on that before diving into client projects.
Once we start collaborating in this way, I’ll create detailed briefs your team can sign off on before I start writing. Plus, I’ll build regular check-ins into the process, so you always feel confident about how the project is progressing.
How can we make sure the copywriter treats our clients well?
It’s a great idea to chat out things like customer service before starting with a new copywriter. This is a core value of mine. You’ll find I work hard to listen to your clients’ needs, keep them in the loop on project decisions and progress, and ensure their values shine through in my writing.
I’m happy to operate under your agency’s brand identity in terms of specific protocols or project management tools you use. I can also use an email address with your domain so communication takes place 100% under your brand.
However, I do have well-developed systems and processes for carrying out my work that I’d love to use to support your clients. For example, you can learn more about my signature EASE copywriting framework right here.
Would it make more sense to hire an in-house copywriter?
This depends on your brand and your goals right now. But I get if it feels like an in-house copywriter might be more available in terms of communication and project timelines.
That’s why I assure you that I’ll maintain some availability on my calendar in anticipation of projects you may need. I’ll also keep you posted on my availability so you have ample notice for scheduling projects.
You benefit from having a copywriter available when you need one (within reason), without having to pay a full-time salary and benefits to bring a new member onto your in-house team.
So, what does this white-labeling process actually look like?
Partnering with a white-label copywriter can be a really efficient way of completing a core aspect of marketing projects. Here’s a brief overview of what it’d look like to work with me for white-labeled copywriting services:
Step 1: Discovery call:
First, we’ll jump on a quick call to make sure we’re aligned on how this partnership could look. There’s plenty of flexibility here, and I’m eager to hear your ideas! I’ll answer your questions and we’ll discuss the types of copy your clients need, so I can provide a custom pricing sheet for you to keep on file.
Step 2: Custom price list:
Based on the copywriting services you want to include in your offers, I’ll create a custom price list. This provides all the info you need to get a general sense of what you may want to charge. To give you an idea, I can provide general pricing for:
Website copywriting
Email copywriting
Email design, tech, and list management
Meta ad copywriting and video scripts
Sales page copywriting
Full launch and funnel copy
Ongoing email, ads, and marketing strategy retainers
Step 3: Signing a contract:
Next, we’ll establish a service agreement that lays out the details of our work together. This agreement conveys the nature of our relationship, from how payment works to your right to add onto my service prices to ensure profitability.
Typically, I’d provide a contract for us. However, if you’re used to working with service providers in a white-label capacity, I’m happy to review a contract you’ve already had approved through your legal department.
Step 4: Project request:
From there, you can submit project requests as they come up, and I’ll send over an official proposal for that work. That way, you know exactly what to include in your proposal to your clients and can develop your pricing accordingly.
Step 5: Handling projects:
I’ll use my systems and processes to carry out the copywriting aspect of these projects, unless we agree on something that deviates from my usual approach. I’m happy to collaborate with your team to ensure cohesion for everyone throughout the project. Everything runs under your agency’s brand, so we can agree on a project flow that feels best for you.
For example, we can have meetings with me, the client, and a member of your team to align on goals and maintain contact throughout the process. If you prefer a more hands-off approach, you can hand the client over to me after signing and I can take the copywriting portion of the project from there!
Step 6: Payment process:
Invoicing can also align with your typical client process. This is something we’ll discuss before moving forward with our first project, so everything runs as smoothly as possible for your team.
My experience working with agencies
In the past few years, I’ve worked with several marketing agencies to support copywriting deliverables, from website copy and Facebook ads to copywriting and optimization for entire multi-part evergreen funnels.
These days, I’m seeing a lot of agencies miss out on the benefits of adding white-labeled copywriting services in their packages, and I think there are a few key reasons why.
First, a lot of agencies think bringing in a copywriter means managing a copywriter. And of course, you don’t have time to manage the copywriting piece of your projects. That’s why you’re here!
Luckily, the relationship doesn’t have to feel employer-to-employee in that sense. This is why you bring on an expert copywriter who’s used to handling full project management in their own business. I don’t expect any hand-holding from you. Instead, I see this as an equal partnership where we can fully trust each other to uphold our respective pieces of the project to create outstanding work for your clients.
Another reason agencies don’t pursue white-labeled copywriting? They think the process of onboarding, back-and-forth meetings, etc., etc. will be too complicated. But it doesn’t have to be. I’d encourage you to think about this from your client’s perspective:
Situation 1: Your client needs copy. So you give them a few names of trusted copywriters. They have to schedule calls with those copywriters. Wait on proposals. Get on the calendar of the copywriter they choose. Go back and forth with onboarding. Spend weeks waiting for the final copy. And THEN come back to start your piece of the project.
Situation 2: Your client needs copy. So you add it into your proposal. And proceed as you would any other project, with the copy delivered under your brand.
The ease of this process adds a serious USP to your business in your clients’ eyes. It’s the kind of relief they remember and share with the people in their world.
Want to offer white-labeled copywriting services? Here’s my advice:
1. Start with a clear agreement
White-label partnerships require trust. Start on the right foot by laying out a super clear agreement for how everything will work between you.
Your contract should cover things like the types of projects you’ll work on together, your preferences for sharing the work or maintaining confidentiality, copyright and the handling of intellectual property, and how revisions happen.
As a copywriter, I’m used to laying out these types of parameters for client projects. So I’m happy to provide a contract and make any adjustments, or answer any questions you have for this part of the process.
2. Establish solid communication upfront
Will I use an email address with your domain? Will we communicate through Slack, Basecamp, or email? How often would you like to meet or check in on project progress?
Let’s set some ground rules right away so we feel really good when it’s time to dive into a project together.
3. Get feedback from your clients
You have high standards for quality. It’s probably a big reason your clients love you! So make sure adding white-labeled copy services is the right move by asking your clients how it feels for them.
Include questions in your offboarding process that get a pulse on how they felt about the copywriting process. That way, you feel confident continuing to offer this service. Plus, this feedback shares great intel on how to talk about copywriting in your marketing too!
Ready to work together? Here’s a simple next step
White-labeled copywriting could make a powerful new revenue stream for your agency. If you’re ready to explore a potential partnership, fill out some quick info about your agency using this form.
I’ll reach out within a day or so with a link to book a call! I can’t wait to support an outstanding client experience, better project results, and more revenue for your business.
