page title icon Selling a Website: 4-Step Framework

This 4-step framework explains how to sell a website. The steps include the valuation process, positioning your site, listing your site, and post-sale process.

Selling a content site is a great way to obtain a large amount of funds upfront instead of collecting the monthly income.

The process of selling a content site can be broken down into a 4-step framework:

  • Understanding website valuations
  • Positioning your site for sale
  • Listing the site for sale
  • Post-sale process

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Check out the details of each framework along with further reading materials below:

1. Understanding Website Valuations

The first step in selling your website is to understand the valuation process, what goes into it, how it is done, and what levers are in your control. Understanding this allows you to prepare your site for sale to maximize valuations.

How are websites valued?

On average in 2021, content websites are selling at 30 to 40 times monthly average profits, or in other words 2.5 to 3.33 times annual profits. The average profits are calculated usually using the profits from the last 6-months or last 12-months (if the niche is seasonal).

Example: if a site is earning $1,000 per month on average across the last 6-months, then the site can sell for around $30,000 to $40,000

Real-time stats of sold content sites is a discovery tool that aggregates sites for sale from the top brokers in the industry. From DealFeed, as of January 22, 2022, 1298 websites have sold through the top brokers.

Here is a breakdown:

  • 996 affiliate sites (e.g., Amazon, ShareASale) have sold with an average multiple of 32.01
  • 662 display advertising (e.g., Ezoic, AdThrive, Mediavine) sites have sold with an average multiple of 31.26

Using these statistics, you can understand roughly what has been the ideal multiple for different monetization structures.

To continue learning about how to value niche sites, read the following detailed guides.

6-step framework on how to value a website. Read more.

DealFeed - discover content sites for sale

Analyze current sites for sale for reference. Use the tool!

Portfolio Finance Model

Download: Website Portfolio Financial Model. Read more.

Framework to value starter sites (no revenue). Read more.

2. Positioning Your Site for Sale

Once you are ready to sell, you need to position your site to maximize valuations. Most valuation methodologies utilize a 6-month average. It is in your best interest to ensure 6-months prior to a sale, you are doing everything to position the site.

At a high level this is what you can do to prepare:

  • Perform easy wins to increase revenues with existing traffic
  • Collect data, screenshots, and put together a P&L
  • Ensure Google Analytics is working properly and tracking traffic
  • Put together a document highlight what you would do to the site if you still owned it
  • Improve the site design to make it asthehtically pleasing

For further details on how to position your websites for sale, review the following write-ups.

Checklist of tactics to prepare your site. Read more.

Tactics to make your site into a real business. Read more.

3. Listing your Site for Sale

Now that you understand the valuation process and how to position your site for sale, it's time to list it. There are four main ways to sell:

  1. Private buyer
  2. Private brand, media company, etc.
  3. Public listing on marketplaces like Flippa
  4. Private listing on website brokerages

As a rule-of-thumb, if you are running an affiliate site, always reach out to the brands you are promoting. They may be interested in acquiring the site. After that, you can either list with website brokerages or direct listing on marketplaces like Flippa. Both have pros and cons.

Here are detailed articles of each brokerage:

Check out these detailed guides on where to list your site for sale:

List with The Website Flip for a quick sale. Read more.

A detailed hands-on rundown of each broker. Read more.

4. Post-Sale Process

Congrats! You've found a buyer. Now the post-sale process begins. If you used a broker, they will guide you through the process. If not, you are on your own. Regardless, it's important to understand the ins and outs so you know your expectations.

Here is the high-level process:

  1. Set up Escrow service
  2. Buyer deposits Funds; Escrow secures funds
  3. Seller transfers domain, website assets, etc
  4. Buyer reviews assets
  5. Inspection period begins (3-7 days usually)
  6. Escrow release funds to seller
  7. Seller provides a 30-day post-sale support via email or phone calls

Here are guides to help you through the process:

Choosing the right Escrow service is key. Read more.

Other Guides on Selling a Site

Check out our other detailed guides: