I don’t ever mislead clients and pretend that we build the software that runs their site. There’s really no reason to – reputable companies all over the world use software, hardware, and equipment manufactured by a third party in their mission to service clients.
That said, I also don’t mention LightCMS by name when pitching our solution. If ever asked I simply say we have a third-party vendor that manages software and hosting so we can focus on building an amazing site. Only once in my 7 years of building LightCMS sites have I had a client inquire any further than that.
At the end of the day, when a client wants more details, I don’t hesitate to tell them that LightCMS is powering their site. If the client is confident enough to sign up for LightCMS and set up his own site then he likely wasn’t in very great need of our services in the first place.
The fear of the white label being broken is something that I have seen from other resellers yet never understood. I think as a group we tend to undervalue the technical expertise that we bring to the table and the other problems we are solving for our clients.
Embrace the white label, but don’t rely on it. If that’s your only competitive advantage, you’re doing it all wrong.