You’re selling strategy, creative, and results. Not half-finished Google Docs at 1 AM.
But when client work stacks up and every project suddenly needs a full brand message build, a lead magnet, five emails, and six social posts... you either become a copywriter or you start dropping balls. White label copywriting keeps your agency sharp, scalable, and stress-free — without adding another full-time hire or ghosting the writing altogether.
But first, what is white label copy?
If you're a marketing agency reading this, then you likely already know what white label copywriting services are. I probably don't have to tell you that part. However, you also probably know about SEO and how I have to write this section for the robots to notice me.
If you are a marketing agency reading this and don't know what white label copywriting is, please don't think I'm talking down to you – I'm delighted to be the first to give you the lay of the land. So here goes:
White label copywriting services are when a writer or agency creates content that another business resells under their own brand. The client presents the copy as if they wrote it, with no credit to the original writer. It's common in agencies that offer content marketing, email marketing, or web design but don’t have an in-house writer. This way, you get the experience of a full-time copywriter without taking on their salary.
Can you hire just any ol' copywriters?
When you outsource your copywriting, it can be tempting to go with the cheapest, quickest option. Of course, it’s a service you’re selling and you want to make a profit! Many white label services churn out content that looks fine on paper — until you realize it doesn’t really resonate with your audience. Here’s why:
- Flat tone: Generic copy lacks the unique voice that connects with customers. It might check the boxes for SEO, but it doesn’t bring your brand to life. It can sound mechanical, disconnected, and forgettable.
- No strategy: Good copy isn’t just about stringing words together. It’s about knowing your goals, understanding your audience, and having a clear call to action. Some white label copywriters might produce solid content, but if it’s not aligned with your business strategy, it won’t drive results.
- Missed engagement opportunities: Copy that feels cookie-cutter won’t engage your audience. It might not speak to their pain points or address their needs in a way that compels them to act.
What you get when you work with a professional copywriter (The opposite of the section above)
When you partner with a copywriter who puts in the work to understand your client inside and out, the difference is night and day. Here’s why:
- Authenticity: Custom copy brings your brand’s true personality to life. It speaks your customers’ language, creating a connection that feels genuine, not forced.
- Strategic alignment: A skilled copywriter will ensure your messaging aligns with your overall marketing strategy. They’ll help you clarify your value proposition, target the right audience, and craft messages that convert.
- Higher conversion rates: When copy speaks directly to the needs, desires, and pain points of your audience, it naturally leads to more conversions. You won’t just be getting generic clicks; you’ll be building relationships that result in action.
How do you know when it's time to call in the reinforcements?
I've worked with dozens of agencies over the past five years and most are writing their client work themselves. Usually, it’s because they think they should. After all, it's your client! Who knows them better than you!?
If that's you, know there's zero judgement from me. But here’s a quick way to decide if writing is worth outsourcing:
- It’s outside your zone of genius. You’re great at strategy, design, client communication — but writing 12 nurture emails makes you want to fake your own death. That’s a sign.
- It’s taking too long. If you keep putting it off, rewriting it, or reworking AI drafts that somehow get worse with every edit… it’s time to tag someone in.
- It’s not converting. If your beautifully designed assets aren’t getting the clicks, replies, or sales they should, the issue might be the messaging.
- It’s critical to the client’s success. High-stakes assets like sales pages, lead generators, and brand messaging deserve focused attention. If you're stretched thin, hand those over.
- You’re bottlenecking the process. If everything’s ready but the copy (and you’re the holdup), outsourcing can keep the project moving and the client happy.
Bottom line: if it's slowing you down, stressing you out, or not performing like it should, it's probably time to outsource it.
You: But what if I like *some* of the writing? (AKA What you can hand off)
I get it! Sometimes, you love writing the homepage, but dread the tedium of interior pages. (And plowing through them makes you wonder why the heck you sold 46 service pages in the first place.)
If you like the start but don't like the finish, we can take care of you. After all, you're juggling a full client roster. You don't have time to slow it down after you've put a bow on the part you enjoy.
That's where I come in. Here's what you can confidently hand off:
- Brand Messaging – Positioning, voice, and foundational copy that makes everything else easier.
- Website Wireframes – Strategic structure + persuasive copy, delivered how you want it (Relume, Figma, Google Docs — you name it).
- Lead Generating Assets – From quizzes to guides to email series, we’ll help you create the kind of content that actually converts.
- Email Marketing – Launch sequences, nurture campaigns, newsletters — you get the idea.
- Ads – Facebook, Google, Instagram, LinkedIn to help you stop the scroll.
- Sales Scripts – Whether it’s for a webinar or a discovery call, we write words that close.
- Video Scripts – For brand videos, explainers, YouTube, and reels — words that sound good out loud.
- Social Posts – Done-for-you content that sounds like you and speaks to your audience.
If it needs words, we can write it — and make your team look like a million bucks when you present it.
How to make a white label relationship last a lifetime
Hiring a white label copywriter isn’t just about finding someone who can string sentences together. You need someone who understands the stakes: your reputation, your client relationships, and the results you promised. Here’s what to look for:
Strategic thinking, not just fancy wordsmithing
A good white label copywriter doesn’t just ask for a word count — they ask about the audience, the offer, and the desired action. They should think like a strategist, not a content mill.
Voice and tone discovery & matching
Your clients aren’t cookie-cutter. Your copywriter shouldn’t be either. Look for someone who can adapt their tone, style, and structure based on the brand voice of each client, not just their own preferences. Or, develop your client’s voice and tone if they don’t have guidelines in place yet.
Feedback-friendly and low-ego
White label work often means flying under the radar. The right writer is okay with edits, invisible bylines, and collaborative workflows. You want someone who’s reliable and coachable, not precious about every word.
Processes that save you time
You’re outsourcing for a reason. A great white label copywriter will make the process easy with quick turnarounds, clear communication, and minimal hand-holding.
Client obsession
Finally, find someone who cares. Not just about you, but about your clients. The best white label writers treat your client like their own, asking smart questions and paying attention to what matters most to them.
What it’s like to work with Felty & Co (A white label copywriting agency)
White label partnerships only work if the writer actually fits into your world. So here’s what you can expect when we team up:
Work delivered how you want it.
I’ll meet your preferred format — whether that’s a grayscale wireframe in Relume or a humble Google Doc. If it makes your process easier, I’m in.
Collaboration when you need it.
Assign tasks in ClickUp, Asana, Monday, Wrike — whatever keeps your team moving smoothly. I’ll work within your system, or you can drop tickets into mine, that way there’s no disruption to your flow or extra logins to track.
Client support as it makes sense.
Some agencies want me front and center on discovery calls. Others prefer a behind-the-scenes lil ghostie. I do either at no extra cost –just support where it fits for you and your workflows.
How it works in real life
- Send me a request.
Slack. Email. Carrier pigeon. However you normally share project info, I’ll roll with it.
- I get to work.
You know your client best. I’ll send a smart, strategic draft before your deadline so there’s time for tweaks before anything gets shared.
- We (or you) present the copy.
Want me on the client call? Great. Want to take it from here solo? Totally fine. I’ll adapt to your delivery style.
- You celebrate.
Your client is thrilled. Your work is done. And you didn’t have to write a single word. 🥂
Final Thoughts
White label copywriting shouldn’t feel like a gamble. When you find the right partner, it’s not just about offloading work — it’s about gaining someone who understands your standards, protects your client relationships, and makes your agency look really darn good with words.
Whether you need someone to quietly take writing off your plate or jump in as part of the client-facing team, I’m here to help you deliver polished, strategic messaging without the mental load.
📩 Want to see how easy this can be? Talk with Jill and let’s chat about what white label support could look like for your agency.
