page title icon Authority Business Blueprints – Feb 8 – Week 9

Welcome to Week 9 ! Today’s Authority Business Blueprints will feature two websites from Flippa, and domains from Niche Website Builders and ODYS.

Don’t forget to check out my selection of “Other Quality Sites” and the “Too Good To Be True Sites” at the end.

Let’s get into the growth blueprints!

Blueprint #1: LiftTilYaDie.com

Type: Aged Domain

Niche: Weight training

Source: Niche Website Builders

Age: 1999 (22 years)

Listed Price:

This is a package deal for the domain, site build, and content:

  • Domain: $3,995
  • Site Build + 100k words of content: $6,495
  • Total: $10,490

AHREFS:

Screen Shot 2021 02 08 at 8.51.29 AM

Backlinks: Notable links from sites like BBC, Wikipedia, VentureBeat, Crossfit, Bodybuilding, and other niche relevant domains.

Site History:

This domain was started by an Olympic weight lifter back in 1999. This was an Olympic resource where he included all results of weightlifting competitions since 1933. He also shared lists of the best weightlifting equipment, sponsors, and relevant sites.

Here is a snapshot of the past site:

Screen Shot 2021 02 08 at 8.55.28 AM

Growth Blueprint

The original theme for this site will help the new owner build an authority site in weightlifting. Here is what I would do:

  • Recreate each year’s results as the original site did. This will ensure continued topical relevancy plus content diversification
  • Publish more informational content on weightlifting
  • Publish individual product reviews and comparison guides for products
  • Publish buying guides

There is a chance here to build a dedicated newsletter about Olympic weightlifting. Niche newsletters do well. Make sure to do your research on this.

As for monetization, from personal experience, I’ve seen niche e-commerce brands convert much better than Amazon. For example, Titan Fitness and Rogue Fitness would be ideal. Display advertisements can also be added to supplement the income.


Blueprint #2: HiringAContractor.com

Type: Aged Domain

Niche: Real Estate

Source: ODYS.Global

Age: 2002 (19 years old)

Listed Price: $6,490

AHREFS:

Screen Shot 2021 02 03 at 5.43.33 PM

Backlinks: The site has notable backlinks from Ontario, CA government pages, news outlets like CTV, and other highly real estate-related domains.

Site History:

Hiring A Contractor was owned by the Canadian Home Builders’ Association and educated the public about working with contractors.

It featured educational content around types of contractors, creating contracts, information on liens, building permits & inspections, and warranties. The site catered to a Canadian audience by featuring the local contractor laws in various Canadian regions.

The site laid out from beginning to end how to figure out which contractor you need, locating the contractor, how to interview them and check references, receiving bids, creating the contract, and making changes to the contract.

Here is a snapshot of the past site:

Screen Shot 2021 02 01 at 8.23.43 PM

Growth Blueprint

This would make for an excellent authority site to continue with the original intent: discuss all things contractors, hiring, and home improvement projects.

Here is what I would do:

  • Write informative content on how to hire contractors, where to find them, and how to evaluate their pay
  • Write informative content on home improvement projects, estimating costs, things to look out for

Monetization can be done via display advertisements but the lucrative source is lead generation. There are three ways to do this: (1) private outreach to companies (this is time-consuming by more profitable), (2) specific CPA-based offers (e.g., solar lead generation offers), or (3) using a contractor affiliate network like NetworX.

In August 2016, I had a lead generation site and was approached by the folks over at NetworX. After discussions, they stated they would pay out the following per lead:

The general payouts per lead were as follows (in 2016):

  • Handyman $8
  • Carpentry $12
  • Concrete $9
  • Garage Door $15
  • Electrical $13
  • Pest Control $6
  • Fencing $12
  • Flooring $18
  • Heating & Cooling $15
  • Landscaping $9
  • Painting $15
  • Plumbing $13
  • Remodeling $20
  • Roofing $18
  • Tile $15

You can definitely make more doing the outreach yourself but having a “backfill” network like this will help monetized all pages. Then you can do one-off deals. Your mileage may vary though as the rates above were obtained from an email correspondence I had with them. You will need to research whether they are still offering their affiliate program; from the looks of it here they are.

Overall, it’s a good domain in an evergreen niche with good payouts.


Blueprint #3:  PetCareAdvisors.com

Type: Content Site

Niche: Pets

Source: Flippa (see listing here)

Revenue: $497/month average over the last 6-months via Amazon Associates, Chewy, and Google Adsense

AHREFS:

Screen Shot 2021 02 03 at 7.57.34 PM

Google Analytics traffic:

Screen Shot 2021 02 04 at 10.02.33 AM

Growth Blueprint

Pros:

  • Traffic diversified across pages. The top traffic page gets 4% of the traffic.
  • Clean backlink profile; backlinks from niche relevant domains
  • Site structure is well done; URL sluges include animal, e.g., /cat/, /dog/, /rabbits. This allows for topical authority.

Cons:

  • Minimal existing Google EAT signals
  • Low Ahrefs DR

Here are the recommended easy wins:

  • Immediate win by switching from Google Adsense to Mediavine advertisement network (at least 2X increase in revenues)
  • Comparison tables are not at the right location on the page (should be right after the introduction section to maximize CTR)
  • Comparison tables have no images
  • Comparison table product titles not linked to an affiliate network
  • Call-to-action buttons are not distinct colors; lowers CTR
  • No product boxes

Takeaway

This would be a good purchase. There are many easy wins to effectively 5x current monthly revenues. The backlink profile is relatively clean. The traffic is diversified across many pages. The site was not impacted by Google’s December Core update.

The site is monetized with Google Adsense and brought in roughly $200/mo. With roughly 50,000 page views per month, this equates to a low $4 RPM. Mediavine or Ezoic would get at least $15 RPM. This would boost the revenue thus boosting revenues to $600-$750 per month.

Furthermore, the comparison table fixes and positioning would increase Amazon and Chewy revenues.

Valuation

The site is stated to be currently earning $497/mo over the last 6 months and at a fair 32x multiple this equates to $15,904. However, with the conversion and monetization tweaks, the site could be earning $1,000/mo rather quickly. I would put the value at $30,000 to $32,000.

If you are looking for a distressed asset, this is the one. Make sure to do your own due diligence.


Blueprint #4: BoardGameTheories.com

Note: This site sold before this post could be sent out. The final sale price was $11,809 putting it at a 37x multiple. A good exit for the seller. The site was significantly impacted in the Google Core Update in December though so I hope that was taken into consideration by the buyer.

Type: Content Site

Niche: Board Games

Source: Flippa (see listing)

Revenue: $314/month average over the last 12-months via Amazon Associates US, CA, UK, Germany, France, Spain

AHREFS:

Screen Shot 2021 02 03 at 6.00.42 PM

Growth Blueprint

Pros:

  • Backlinks from Wikipedia, Board Game Atlas, Board Gaming, and other niche relevant domains
  • Exiting comparison tables are well designed leading to high CTR

Cons:

  • Can be a difficult niche to find writers; not everyone has the intricate knowledge about board games
  • Products are priced around $10-$50 range on Amazon and at 4% average commissions, it’s low payouts
  • Top pages get more than 40% of the traffic

Here are the recommended easy wins:

  • Add display advertisements using Ezoic
  • No sidebar on the article posts. Add a sidebar and add a fixed widget display ad to increase RPMs.
  • Add an about page, author box, and social profiles

Takeaway

The immediate upside for the new owner would be display ads using Ezoic with an average RPM of $15. With 13,000 or so pageviews, that equates to about $200/mo in advertising revenue. That would put the monthly revenues at $500/mo and thus a 23x effective multiple for the new owner. If executed properly, this was a good win for the buyer.

Of course, the site did take a slight hit in the Google December update so that may have a long-term impact on the site.

It’s clear that websites in interesting, non-traditionall niches sell fast. This site sold within a few days of being listed. Furthermore, sites that miss basic revenue streams like display ads get scooped up even faster.


🔥 Other Quality Sites

  • ThrivePiano.com: A good site in the piano niche. The top 2 pages bring in 46% of the traffic though. Those two pages are not monetized properly as they rank for keywords like “how to learn piano”, etc. These pages could be monetized via digital piano courses on Clickbank or other such platforms. The buying guide articles have no comparison tables, images link to affiliates or product boxes; many easy wins here. One note: the seller has two Google Analytics tracking IDs installed which is doubling the pageview count and showing the bounce rate close to zero; this is not a problem with the site itself and I’ve purchased many sites with this mistake. The reason this is not being featured is that the seller has a crazy asking price. Make sure to negotiate!

Update: I did the review early on in the week on ThrivePiano and it sold for $14,625 before this email could be sent. A buyer truly saw the value here. They paid 58x multiple. I paid 75x multiple for my outdoor site so they probably saw the quick wins and have a long-term strategy in place.


🙅‍♂️ “Too Good To Be True” Sites

  • AtlantaBestCarpetCleaning.com: this is a “rank and rent” site. The owner creates a hyper-localized site in a city/state for a specific service (e.g., carpet cleaning), and then gets it ranked in Google My Business (GMB) listings plus local search. The site receives 55 calls/month with 8 form submissions. A deal is struck with a local carpet cleaning company that will pay per lead or a monthly fixed fee. You can use services like Google Voice or Twilio to forward the calls to the company directly. The biggest challenge is the recurring nature of the company buying leads; if you do not have anyone to sell leads to then the site is not making money. Make sure to ask the seller who is buying leads, how much are they paying, and is there a contract in place; otherwise, you are buying a site with zero revenue.

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.

Make sure to review the “Too Good To Be True” and “Other Quality Site” sections. Doing as much due diligence as possible will ensure you hone your skillsets in finding good deals and opportunities in the future.

BATTLE-TESTED RECOMMENDATIONS

🔥 EasyWins.io – 120+ Growth Strategies

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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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