page title icon Off-Market Sites For Sale + Authority Business Blueprints – Apr 19 – Week 19

Welcome to Week 19! Today’s Authority Business Blueprints will feature three off-market deals (coffee kitchen, and dating niches) brokered/sold by The Website Flip, domains from Niche Website Builders, and public sites from Flippa.

I also cover a few “too good to be true”, and “distressed” sites at the end. Make sure to check those out!

Let’s get into the growth blueprints!

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Blueprint #1: Coffee-Works.com

This site is being broked by The Website Flip on behalf of a newsletter subscriber. The site is in the coffee niche earning $393 over the last 12-months listed at a 35X multiple for $13,755. A quality site for your portfolio.

Website Summary

Type: Existing Content site

Niche: Coffee

Revenue:

  • L3M: $393
  • L6M: $494
  • L12M: $393

List Price: $13,755 (35X last 12-month average)

AHREFS:

Screen Shot 2021 04 16 at 10.32.20 AM

Due Diligence Dashboard

The site was run through The Website Flip’s proprietary Due Diligence Dashboard. The passed with no major red flags.

Screen Shot 2021 04 16 at 10.06.38 AM 1

Would you be interested in owning lifetime access to this Due Diligence Dashboard along with more due diligence tools? Please share your thoughts in this Google form.

Growth Blueprint

Highlights:

  • Quality backlinks from niche relevant sites and by using HARO link building services. Links from Edible Arrangements, Databox, Inquirer, Thrive Global, and more
  • Aged domain since 1998 (see archive)

Setbacks:

  • High concentration of commercial (best, vs) content; more informational content needs to be added

Easy wins:

  • Comparison tables do not have images linked to affiliate programs
  • Add display ads using Ezoic
  • Add coffee subscription affiliates for recurring income
  • CTR to affiliate can be improved with custom comparison tables and product boxes
  • Add a footer sticky bar with a high-paying affiliate (e.g., subscription)
  • Add an exit-intent popup with a high-paying affiliate (e.g., subscription)
  • Interlink content together; this was not done

Takeaway

I’ve covered the coffee niche many times. Coffee drinkers are willing to spend money for that perfect brew.

This site makes $390 per month. In terms of easy wins, the current owner has done a good job with the ones that would immediately improve revenues (i.e., most owners miss comparison tables, linking of images, etc).

The wins here are to immediately add display ads; this site would qualify for Ezoic. Base on a conservative $10 RPM (will be higher due to the niche) and with 9,500 page views per month, you can expect an additional $95 per month in revenue.

This site is being valued at a 35X multiple of last 12-months, thus the list price is $13,755. With the upside of a minimum of $95 per month, this adds an additional $3,325 of valuation upside immediately. If interested in learning more, please fill out the form.

Interested? View P&L, screenshots

For full details, view the current P&L, and all screenshots here.

If you are interested in learning more, please fill out the form below to express interest:


Blueprint #2: Cookwared.com

This site is being broked by The Website Flip on behalf of a newsletter subscriber. The site is in the kitchen niche earning $1,854 profit over the last 12-months and is listed at a 33X multiple.

Website Summary

Type: Existing Content site

Niche: Kitchen

Revenue:

  • L3M: $2,358
  • L6M: $2,203
  • L12M: $1,854

List Price: $61,182 (33X last 12-month average, negotiable)

AHREFS:

Screen Shot 2021 04 16 at 12.58.45 PM

Due Diligence Dashboard

The site was run through The Website Flip’s proprietary Due Diligence Dashboard. The site has one red flag that will be discussed in the Setbacks section below.

Screen Shot 2021 04 16 at 10.52.47 AM

Would you be interested in owning lifetime access to this Due Diligence Dashboard along with more due diligence tools? Please share your thoughts in this Google form.

Growth Blueprint

Highlights:

  • Quality backlinks using HARO from Thrive Global, Good Firms, Databox, Paperblog, Edible Arrangements, and more from niche relevant sites.
  • Well-designed; no need for immediate changes to the theme or design

Setbacks:

  • The top page receives 28% of all traffic, second page close to 15%. I usually like to see more diversification through pages. The new owner can add more content and improve old content to start diversifying.

Easy wins:

  • Comparison tables are “bloated” with too many products and too much information. Reduce to 3 top products with 3 max columns for easy viewing leading to higher CTR
  • Add call-to-action buttons under product reviews in buying guides
  • Add display ads
  • Improve page speed performance by changing out Elementor theme builder with GeneratePress + GenerateBlocks

Takeaway

This website is being valued at a 33x multiple. The foundation of the site is strong with quality backlinks. The site also has multiple potential revenue streams.

The seller never placed Ezoic on the site. With 19,000 page views with a conservative $10 RPM, that would add an additional $190.

If I were to acquire this site, I would immediately focus on adding informational content and applying the easy-win CRO techniques outlined on the top pages. I also like to have all my sites on my own tech stack so I would remove Elementor and go to GeneratePress only.

The list price for this site is $61,182. If you are looking for a site with a good foundation that has survived the recent Google updates, check this one out.

Interested? View P&L, screenshots

For full details, view the current P&L, and all screenshots here.

If you are interested in learning more, please fill out the form below to express interest:


Blueprint #3: Dating Site

I am selling my case study site in the dating niche. For the detailed write-up, read the last case study update. The site is a true authority in the space and a one-of-a-kind asset. Proof of funds will be needed to view the URL and data.

Website Summary

Type: Existing Content site

Niche: Dating

Revenue:

  • L3M: $9,235
  • L6M: $8,359
  • L12M: $8,626

List Price: $350,000 (negotiable)

AHREFS:

Screen Shot 2021 04 16 at 1.35.34 PM

Due Diligence Dashboard

The site was run through The Website Flip’s proprietary Due Diligence Dashboard. The site has one red flag of Paid Search traffic. I ran paid traffic from Google and Bing Ads to a specific landing page to test whether it was profitable. This was stopped after about 2 months.

Dashboard 1

Growth Blueprint

Highlights:

  • Aged branded domain (with branded searches) since October 2006
  • Ahrefs DR 44
  • 873 Referring domains backlinks from NY Times, CNN, Washington Post, Wikipedia, HuffPost, NBC News, CBC, AOL, AARP, US Military (.gov), US Embassy (.gov), Yahoo News, Trip Advisor, Business Insider, and hundreds of others
  • Ranking for 18,200 keywords with 38,000 page views
  • Diversified traffic to all pages; the highest page brings in 6.78% of total traffic!
  • 872,486 published words across 540 articles
  • Lucrative affiliate deals in place paying out high affiliate payments per sale
  • High-quality Google EAT signals
  • New website design on a fast tech stack (GeneratePress, WP Rocket, etc)
  • Passes Google Core Web Vitals
  • The website is optimized for high clickthrough rates with popups, call-to-action boxes, product boxes, etc.

Setbacks:

  • The majority of keywords in the primary niche have been targeted; need to brand out to shoulder niches
  • Without more traffic, affiliate partners will not increase payouts further
  • The site was hit in May 2020 Google update, and then recovered slightly in December 2020 update

Easy wins:

  • Update/revamp/rewrite content; most articles were posted in 2018/2019 and could use updates
  • Test CTR opportunities such as different color buttons, different text, etc.
  • Build backlinks to inner pages
  • Target shoulder niches; already identified the niche just needs content

Takeaway

My business partner and I are selling this site after growing it for the last few years. We have other ventures that need our time. Specifically, for me, I just acquire a site that needs attention along with TheWebsiteFlip.com business.

We are placing a roughly 40X valuation on this business thus being listed at $350,000. This site through brokerages would be listed close to 50X multiple. We want to save on the broker fees and thus prefer working direct.

This valuation is justified due to the authority of the domain, private affiliate deals in place, uniqueness of the niche with minimal competition, and high revenue per visitor metrics.

Interested? View P&L, screenshots

Proof of funds will be needed before we share any confidential information. This is to ensure you are a serious buyer. Then we can open it up to Q&A via email and/or phone calls.

If you are interested in learning more, please fill out the form below to express interest:


Blueprint #4: MyJuniorAllStar.com

This site used to be in my portfolio as a quick flip (1-month hold). The buyer I sold to put it up for sale again on Flippa. Before this blueprint could go out, the site sold for $7,750. This analysis will look into if that was a good deal or not.

Website Summary

Type: Existing Content site

Niche: Sports Equipment

Source: Flippa (see listing here)

Revenue: $267/mo via Amazon Associates

AHREFS:

Screen Shot 2021 04 14 at 9.56.32 AM

Due Diligence Dashboard

The due diligence dashboard picked up some red flags (in red). These will be covered in the setback section below.

Screen Shot 2021 04 16 at 9.03.01 AM

Would you be interested in owning lifetime access to this Due Diligence Dashboard along with more due diligence tools? Please share your thoughts in this Google form.

Growth Blueprint

Highlights:

  • The backlink profile has no red flags; not amazing links but nothing toxic
  • Ranking for keywords that peak during the summer months. Buying the site now means you get to tap into the summer months coming up so the ROI is quicker.
  • Well designed site; no need for a redesign

Setbacks:

  • The top two pages receive more than 50% of traffic
  • The bounce rate is extremely low (0.15%) which means Google Analytics tags are double-counted. This causes pageviews to be doubled as well.
  • High ratio of commercial content; minimal informational content
  • Seasonal site
  • Some of the articles can be seen as thin content

Easy wins:

  • Top traffic pages do not have comparison tables
  • Add display ads using Ezoic
  • Navigation UX needs to be improved

Takeaway

This is a typical Amazon Associate site earning $267/mo. It’s not a site I would personally acquire in 2021 as I like to see higher-quality content with a larger mix of informational content. Also, my due diligence dashboard shows a red flag with no traffic diversification across pages.

With these red flags and quality of content, I would pay a 30x multiple for this.

Improving the top pages by adding comparison tables, product images linked to affiliates, and contextual links will improve earnings by $50. The site receives about 7,000 page views per month on average. Adding Ezoic would generate about a $10 RPM thus $70/month.

With the current earnings at $267, the base valuation at a 30X multiple would be $8,010. With the upside of an additional $120/mo, the valuation would be at $11,610.

The buyer purchased this at a good price of $7,750. Right under what I valued it at $8,010. Congrats to the owner!


🙅‍♂️ “Too Good To Be True” Sites

RomanceUniversity.org: an example of a site with absolutely zero topical relevancy ranking for random keywords somehow luckily. This site is currently earning $20K per month but in my opinion; not for long. Buyer beware! Use this site as an example of how NOT to build a site.


🙅‍♂️ Distressed Sites

GetActiveOutside.com: If you are looking for 360,000 words of content in the outdoor space, this would be a good purchase. The seller is someone I’ve hired in the past to write content and the quality is great.


Wrap Up

That’s it for this week. If you are interested in acquiring any sites we are brokering, please fill out the form here.

These blueprints lay out the high-level strategies to accelerate your ROI after the acquisition. Of course, the real effort is putting all of this into practice.

Doing as much due diligence as possible will ensure you hone your skillsets in finding good deals and opportunities in the future.

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Analyzed by Mushfiq S

Mushfiq has been buying, growing, and selling website assets since 2008. His first exit was in 2010. Since then, he has done 175 website flips with multiple 6-figure exits. Learn more about Mushfiq.


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