White-label WordPress
development

A freelance developer is one person with one set of skills, variable availability, and a bus factor of one. White-label WordPress development through an agency gives you a team: designers, developers, QA, and a project manager, with cover when someone is sick or on holiday, and a range of skills rather than whatever the individual freelancer happens to be strong at. For an agency reselling the work, that consistency matters, your client’s project doesn’t stall because one person went quiet.

The other difference is process. A good white-label arrangement comes with a defined workflow: onboarding, design sign-off, build, QA, launch, support. A freelancer is often more ad hoc. Neither is universally better, a trusted freelancer can be perfect for small, well-defined work. But for agencies that need to deliver reliably and repeatedly under their own brand, a white-label team is usually the steadier choice. White-label services overview covers the broader model.

Our rate is €60 to €65 per hour across roles, the same for white-label and direct work. A typical white-label WordPress project: a custom-themed brochure or marketing site runs roughly €6,000 to €18,000, a more complex build with custom plugins, integrations, and multilingual support runs €18,000 to €45,000. Projects are scoped as a fixed-budget proposal once requirements are defined, or time-and-materials for ongoing work. There’s no separate reseller markup from us, you pay our standard rate.

Your client-facing price is your decision and your margin. Common approaches: a multiplier on our hours (typically 1.5x to 2.5x depending on your market and the account-management value you add), or a fixed project price where you carry the scope risk and keep the difference. WordPress specifically tends to have predictable scope, which makes fixed-price reselling lower-risk than for custom application work. Pricing and rates page covers the rate structure.

For most white-label work we build custom themes with Advanced Custom Fields, specifically ACF Flexible Content, rather than page builders like Elementor, WPBakery, or Divi. The reasons: page builders add significant page weight and slow load times, they lock the site into the builder (migrating away later is painful), and they often produce messy markup that hurts both performance and SEO. A custom ACF-based theme gives a clean editing experience, fast pages, and full control over the output.

That said, the right answer depends on the project and on what your client’s team can maintain. If your client is already on a page builder and wants to stay there, or the budget genuinely doesn’t support custom theme work, we’ll work with that and tell you the trade-offs honestly. We also work with WordPress block themes and the block editor where that fits. The default recommendation is custom ACF, but it’s a recommendation, not a rule we impose. Custom development covers the build approach.

That depends on the arrangement you want. Some agencies handle hosting and maintenance themselves and only use us for the build. Others want us to manage the full lifecycle including hosting and ongoing maintenance under their brand. Both work. For managed hosting, the setup runs on partner infrastructure (cPanel, LiteSpeed, Imunify360), with Studio Ubique handling the management layer, configuration, monitoring, updates, and support, on top of that infrastructure. We’re transparent that the underlying hosting is partner infrastructure rather than something we own.

WordPress maintenance after launch is not optional: core, theme, and plugin updates need to happen regularly (security vulnerabilities in outdated plugins are the most common way WordPress sites get compromised), plus backups and monitoring. This runs through Care, Growth, or Partnership packages, billed to your agency so you can price maintenance into your client retainer. Monthly-billed support runs with a one-month notice period. Website support packages cover what each tier includes.

No. The WordPress site, the admin dashboard, the code, and the documentation carry your branding, not ours. We don’t add a “built by Studio Ubique” credit in the footer, we don’t leave our name in theme files or plugin headers, and we don’t appear in the admin interface. Staging sites run on neutral or your-branded URLs. If you want the WordPress admin itself white-labelled (custom login screen, agency branding in the dashboard, hidden or renamed menu items), we can set that up too.

The only honest caveat is the same one that applies to any WordPress site: the themes and plugins themselves are built on standard WordPress, and a technically curious client who digs into the code will see standard WordPress, not a proprietary system. That’s a feature, not a leak, it means they’re never locked to us. What they won’t find is Studio Ubique’s name. White-label services overview covers the branding approach.

A straightforward custom-themed WordPress site typically takes 4 to 8 weeks from brief to launch. A more involved build with custom plugins, multiple integrations, or multilingual content runs 8 to 16 weeks. Rush timelines are sometimes possible depending on current capacity, but compressing a WordPress build past a certain point usually means cutting QA or design iteration, which we’d flag rather than quietly do.

The honest variable, same as with direct projects, is the pace of input from your side. White-label adds one layer here: feedback often passes client to you to us, which can add a round-trip. Projects move fastest when you either have client feedback consolidated before passing it on, or when you’re empowered to make design decisions without a client round for every detail. We set the timeline against an assumed feedback pace and flag early if it slips. How we work covers the collaboration model.

Post-project changes fall into two categories. Small ongoing tweaks (content updates, minor adjustments, the occasional new section) are best handled through a maintenance package, Care, Growth, or Partnership, which gives you a predictable monthly arrangement to bill against your client retainer. Larger changes (new functionality, a new section type, a significant redesign) are scoped as a small follow-up project, either fixed-budget or time-and-materials.

Because the WordPress build is custom-themed with ACF, ongoing changes are genuinely maintainable, your team can handle content edits directly through the clean editing interface, and only the development-level changes need to come back to us. That keeps your maintenance costs sensible. You’re never locked in: you own the code and could take changes to another developer or in-house, though most agencies keep us on because we already hold the context. Website support packages cover the maintenance tiers.