How Minhaj Solutions built its business around white-label SEO
Muhammad Awais Mughal is the Founder and CEO of Minhaj Solutions, a Lahore-based digital agency that delivers SEO and other digital services, including as a white-label partner for agencies. This conversation looks at how a focus on white-label SEO shaped the business, how LinkedIn brought in customers, and how the team is responding to changes in search.
Minhaj Solutions found a clearer path by focusing on one delivery model instead of taking on every kind of project. Mughal’s advice is to prove results in one niche before scaling, and to avoid vanity metrics and guarantees no one can make.
What’s the short story of how your business started, and what makes it genuinely different from the other options your customers have?
I built Minhaj Solutions around white-label SEO partnerships, instead of chasing every project. We deliver SEO under our partner agencies’ brands for their clients in the US, UK, and Kuwait, and we also serve USA small businesses directly. The difference is simple: the partner keeps their brand, their client, and their reporting, while our team in Lahore does the work behind the scenes, more than 25 people, including 12 in SEO.
How did you win your first customers, and where does most of your new business come from today?
My first customer came from LinkedIn, and that channel has never really changed. Even today, most of our white-label agencies come to us through LinkedIn.
What’s one decision that changed the direction of your business, and one mistake that taught you the most?
The decision that changed our direction was focusing on the white-label model. The reason was simple: in that model, I do not have to deal with a different headache with every single client. The agency does the hard work of finding the client, and we handle those clients, because we are not salespeople, we are SEO people. We are the ones who deliver. The mistake that taught me the most was trying to take on every kind of project and every kind of client directly. It spread the team thin and stopped us from getting really good at one model. That taught me that focus beats chasing everything.
What has changed in your industry or in what your customers expect over the last couple of years, and how have you adapted?
In the last couple of years, search has changed. People do not only click Google links anymore, they get answers from AI chatbots. Clients now want their business to be cited in those AI answers. We adapted by building citation and GEO work around that, NAP consistency, reviews, and structured data, to increase the chance of being cited, without guaranteeing it, because no one can guarantee a citation.
If you were advising someone starting out in your industry today, what would you tell them to do first, and what would you tell them to ignore?
Do one thing first: deliver real results in one niche, then scale from there. Ignore chasing every new tool, ignore vanity metrics, and ignore anyone who guarantees rankings or leads.
Thank you to Muhammad Awais Mughal and the team at Minhaj Solutions for sharing what actually worked with Leaders Perception readers.
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