Authority Business Blueprints: Week 3 (12/21/2020)
Welcome to Week 3! Today’s Authority Business Blueprints will feature a hand-picked website from Flippa, and a domain from Niche Website Flipper.
Let’s get into the growth blueprints!
Table of Contents
Blueprint #1: SiegfriedsCall.com
Type: Expired Domain
Niche: Music
Source: Niche Website Flippers
Age: 2008
Listed Price:
This is a package deal for the domain, site build, and content:
- Domain: $1,500
- Site Build + 100K content: $6,495
- Total: $7,995
AHREFS:
Backlinks: Backlinks from Wikipedia, UKMC university, Ithaca university, Trumpet Herald, and 105 other niche relevant domains.
Site History:
This business operated since 2008. From 2008 to 2015, they imported brass instruments from Germany and sold them in the United States. They changed in 2015 to a family-operated horn outfitter based in NYC. Their goal was to help horn musicians obtain the finished sound from hand-crafted brass instruments. They closed down on December 2019. The domain expired in September 2020.
Here is a snapshot of the past site:
Growth Blueprint
The blueprint for this is simple: create an authority website covering musical instruments.
This is what I would do specifically:
- Write informative content on specific musical instruments (e.g., trumpets). Cover tutorials on how to play, tune, and take care of the instruments.
- Do in-depth buying guides and product reviews of musical instruments
- Develop digital products (e.g., courses, music sheets)
This site can be well-monetized with display ads, Amazon Associates, and other affiliate programs for music, e.g., Guitar Center.
A few competitors you can mimic:
There are backlinks pointing to subpages that align well with an affiliate “/collections/horn-cases” has backlinks. This can be recreated by creating a category in WordPress called “collections”, and then a page with a URL slug of “horn-cases”. Then, write-up a detailed guide on horn cases.
Blueprint #2: PitbullLovers.com
Type: Existing content site
Niche: Pet
Source: Flippa (see listing)
Revenue: $508/month over last 6-months via Amazon Associates, and Digital E-Book sales
AHREFS:
Google Analytics traffic:
…
Growth Blueprint
Pros:
- Diversified revenue with e-book sales via the Gumroad platform
- Diversified traffic to different pages
- No impact during Google’s December 2020 Core update
Cons:
- No Google EAT (i.e., no About page, no authors, no social media)
- The site was hit by Google’s May 2020 Core update
Here are my recommend easy wins with this site:
- Transition to Thrive Cart from Gumroad for higher-conversion rates
- Implement a popup (Optin Monster, ConvertBox) to funnel visitors to the landing page for e-book
- Immediately add display ads (e.g., Ezoic) for increased revenue
- Add comparison tables to high-traffic buying pages (e.g., this page about harnesses)
- Replace Amazon button links with Amazon product boxes using the AAWP plugin
- Add affiliate links within the content
- Test Chewy affiliate program for further revenue
- Reduce the size of Featured Image and remove social media share links on all articles. These are distractions.
Takeaways
The pet niche is lucrative with high-conversion rates year-round. This site is well-positioned in a sub-niche of the overall pet vertical.
The site was both impacted by Google May 2020 update and Amazon’s commission cuts in April 2020.
What would I pay?
The current revenue of $508/month over last 6-months factors in the Amazon commission cuts and the traffic decrease. At a multiple of 32 times monthly average, the value as it stands today is $16,256.
Adding display ads with the current traffic levels can add an additional $150/mo. Implemented the comparison tables and improving the conversion rate of high-traffic pages, can increase revenue by $50-$100 per month. Pushing the digital products further across the website will increase revenue from digital e-book sales, however, this is difficult to estimate.
Altogether, you could pay anywhere between $16,256 to $22,656. In reality, I would target somewhere around $19,000.
If you are looking to enter the pet niche, this would be a good pick up.
Wrap Up
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.
