How to Sell a Website

Selling a profitable website can be a quick way to get the value out of your asset (the website) in order to use that money for something else – usually to invest in other projects you have, or to diversify into other investments.

I get asked “how do I sell a website” quite often, and for something that seems so simple on the surface, the process can be a little tricky if you’ve never done it before.

In this guide, I’ll give you the steps on how to sell your website in the best possible way.

How to sell a website: the short version

This is going to be a long article, but if you’re in a hurry and just want to find out how to sell a website quickly, here are the basic steps you need to follow:

  • Make sure your website is “sellable” and as attractive to a buyer as possible.
  • Make sure your site is maximizing its revenue to get the best sale price
  • Prepare your revenue, costs, and profit numbers for the last two (or more years).
  • Figure out the value of your website before you sell
  • Create a list of the tasks you work on for the website, and how long those tasks take you per week.
  • Make sure you have a breakdown of your revenue sources and your biggest costs (writers, developers, hosting)
  • Create a handover document for the new owner so they can hit the ground running if they buy your site
  • Find your buyer (either using a marketplace like Flippa/Empire Flippers, a website broker or a private buyer if possible)
  • Use a safe escrow payment service to ensure buyer and seller are both protected

The complete guide to selling a website

Okay, “complete” gets used a lot online to try and make the content seem like it’s the best. I’ll try to be as comprehensive as possible using my own process for selling a website but there is no such thing as a complete guide.

So, you’ve got a successful website, it’s making money and getting visitors, and you want to sell it so that you can use the funds elsewhere.

Whatever the reason for selling your website, cashing out allows you to take advantage of the time value of money – a principle that basically means that $1 in your hand today is better than $2 in your hand next month.

By leveraging your website as an asset to sell you have the advantage of a lump sum of capital in your hand, which you can then use to invest and grow your net worth.

Make your site as valuable as possible before you sell

The first step in selling a website is to make sure your site is as attractive and “sellable” to a buyer as possible.

Maximizing your website before you sell is the best way to ensure you get the biggest sale price possible.

Ideally, you want to be sure you’ve taken the site as far as you can at least three months before you sell. This gives your changes time to have an impact on conversions, and ultimately revenue and profits.

A buyer will be much more interested in a website that is relatively passive than a “fixer-upper” that requires work and investment to realize the potential.

Your website needs to be well designed and user-friendly

Design is a subjective thing, but it’s very easy to land on a website and notice that it doesn’t “feel” quite right.

A poor design can make your website appear unprofessional, or worse, spammy.

Luckily, it’s easy to make very simple design changes to your website so that it’s easy to use and engaging for the users:

  • Have a clear message. Make sure your marketing copy and messaging are very clear and simple so that your visitors know exactly what it is you’re offering.
  • Mobile-friendly site. This should go without saying but more and more people are browsing and buying on their mobile phones – up to 50% or more of your visitors could be on phones.
  • Simple layout. Less is more when it comes to web design. Your users rarely care about fancy fonts, animations, or scrolling slider images. Keep your layout as simple as possible so that your main call to action links (CTA) are easily visible.
  • Calls to action. Again, these need to be clear and consistent across your website, so your visitors know exactly what to do.

If your website is content-based, then it’s very likely that you’re using WordPress.

For WordPress, the only theme I have found that allows you to build a website that matches all of the above criteria (and more) and quickly build beautiful, mobile-responsive, websites, is GeneratePress.

Once you have your site design looking attractive to a buyer, the next step is to focus on how much it’s earning you.

Make sure your website is earning as much as possible

The most common way to value a website is through a multiple of your annual earnings. This means that more earnings will lead to a higher sale price.

If your site is making $10,000 a year and you sell it for a 3x multiple, your sale price is $30,000.

This means that if you can increase the yearly earnings to $12,000, your sale price jumps to $36,000!

Here are some ways you can increase your website earnings before you sell it:

  1. Try a different ad network. Are you using AdSense? If so, you can switch to Ezoic or Mediavine and earn more from your ads with the exact same traffic.
  2. Sell direct advertising. You can add an “advertise” page to your site to attract advertisers, and you can also email the companies that you see in your AdSense ads to see if they’d be interested to broker a direct deal.
  3. Improve your affiliate marketing links. Do an audit of your affiliate marketing links. Get your links in very early in the article, include them through the article, maybe even add a button CTA or popup to try and get more clicks on them. More clicks = more sales.
  4. Sell products. Can you create an ebook, audiobook, online course, or guide to sell your visitors? This is usually much more lucrative than any other monetization method.
  5. Test different ad placements. With Ezoic, you can easily test different locations and there are WordPress plugins that can do this for AdSense as well.
  6. Experiment with CTA link text. Instead of “Click Here” you can try “I want this” or “Give me access”. Try making the CTA more personal.
  7. Get an email newsletter and promote it. Getting an email list means you can market to them many times over even after they leave your website.

Optimizing your website earnings before selling can take a while, so I’d recommend focusing on this at least 3-6 months before you want to sell if possible.

If you’re looking for a quicker sale, you may not have time to do this, but it’s the best way to increase your asking price so if you can put the time in, it’s worth it.

How to value your website before you sell it

Learning how to sell a website without first valuing it is a bit like trying to learn to drive without getting behind the wheel.

There are many ways to value your website to get the best price possible, and valuation can depend on a number of factors, including:

  • How old the website is
  • How much traffic the website receives
  • How much money the website makes
  • The monetization strategies of the website
  • The size of the website email list
  • The quality of the backlinks to your website

Note: I read in an article on another blog that “most” websites sell for 6-10x their monthly profit. For established websites, this is completely wrong.

The multiple is often 2-4x your annual profit, depending on the factors above.

If you sell a subscription that is recurring every month/year, this is more valuable than a one-time product, an affiliate sale, or simple ads, and the multiple to sell your website could be higher.

The most common issue I see when people want to sell their website is that they overvalue it – often by a lot!

If your site is making $10,000 a year, it’s very unlikely you’ll be able to sell it for $100,000+ but this is what many sellers do!

You obviously want to list the high end of the multiple to encourage bids and negotiations, but if you list too high you will price yourself out of the site before it’s even begun.

If you end up using a website broker to help you sell your website, they will most likely do a lot of this work for you and their team will analyze your site, traffic, revenue, etc to give you a suggested sale price.

Once you have a ballpark number you’d be willing to sell your site for you can put together the due diligence pieces that a serious buyer is likely to ask for, and save you time later on.

Due diligence when selling your website

No matter how you sell your site, the prospective buyer is going to do their due diligence and ask you for proof that this is a website they want to buy.

The below list should cover most of the common due diligence questions you may get from a buyer:

  • Proof of your website traffic. If you’re using Google Analytics, the easiest option here is to give the buyer read-only access to your profile so that they can dig into the traffic themselves. If you don’t have Google Analytics, you’ll need to provide screenshots or video evidence.
  • Proof of earnings. Similarly, you’ll need to prove that the website is making the money that you claim. For AdSense/Ezoic this could be screenshots or videos of your earnings reports, or screenshots of your affiliate earnings reports. For product sales, you could provide read-only access to Stripe or provide PayPal sales reports.
  • Complete P&L for the last 2 years. If your site is larger, a buyer might want to see a profit and loss statement for your business. This allows them to see your revenue streams, costs, and net profit over time. It’s a good idea to keep a P&L up-to-date anyway as those numbers are useful even when you’re not selling your site.
  • Information on freelancers/employers. If you employ writers, developers etc the buyer will most likely want their details in case they decide to continue a relationship with this post-purchase.
  • What, specifically, is included in the sale. Here, you can list out the assets of the business and this could include the domain name, the email list, the social media accounts, any patents or copyright you hold etc.
  • Whether you have had legal issues with the site. If there have been any copyright issues, or your domain infringes on a trademark, a seller will need to know this before purchase.
  • How much time do you put into the business? This gives an idea of ongoing management for the website after you sell and it’s useful to list out the tasks you do, and the time it takes you to do them.
  • What are the unique selling points of your website? A great way to show the buyer value in your site is by highlighting the unique parts of your business and why you differ from the competition.
  • Why you are selling the business. Usually, people sell their websites because they have other projects or interests they want to invest in.
  • How you would grow the business if you weren’t selling. It’s likely that know the business and the market better than the buyer. Breaking down the improvements you think would have the biggest impact will show them the future potential of buying your site.
  • What skills the new owner will need. Listing out the skills needed to run the business will let the buyer decide what resources they will need in order to run it successfully.
  • Is the website fully compliant with Google terms of service? For websites, any kind of bad search engine optimization (SEO) can increase the risk of a buyer purchasing your site. If you have purchased links, received a manual penalty or warning from Google, these need to be disclosed.
  • Handover documents for the buyer. If the website requires, a great way to make it easy for the buyer to put an offer in is to have detailed handover and training documentation ready to go. This means they can hit the ground running and following your standard operating procedures (SOP) to run the website efficiently.

Again, a good website broker can help to answer all of these questions and more, but be aware that they will charge 15% of the sale fee to do so (I only charge 5% 😉).

It’s good practice to think about the due diligence required because, in the future, you might want to deal directly with a buyer to avoid the broker fees and it pays to know what due diligence will be needed.

Once you have everything in order for a prospective buyer, the next step is to find yourself someone to sell your website to.

Selling your website to the right buyer

There are many places to sell your website but not all of them are made equal. For lower-priced websites, an open marketplace might be okay, but if you have a larger website you might want to consider hiring a professional website broker to sell the website on your behalf.

Selling your website on Flippa

Flippa is one of the most popular and well-known website marketplaces on the web. They were one of the first marketplaces of their kind and, as a result, have a huge audience of buyers.

Flippa is really the eBay of selling websites. Mass market, easy to list, and lots of potential buyers.

The problem with Flippa is that because it is so accessible, selling your website with them can be tiresome and painful. In particular:

  • You’ll get a lot of messages from tire kickers
  • You’ll get fake bids
  • You’ll get scammers and spammers wasting your time

Selling your website with Empire Flippers

Empire Flippers is more of a curated marketplace and to sell your site here you need to go through a fairly comprehensive vetting process.

The benefit of this is that once you have provided all of the information on your website, they handle the rest.

Buyers need to pay a deposit to even see your website URL so it completely removes the time wasters that you would get on marketplaces like Flippa.

In order to sell with Empire Flippers you need close to $1,000 a month in net profit and they do list at a pretty good multiple for sellers.

If your website makes enough to qualify, this is a much better option than Flippa.

Selling with FE International

FE International is the biggest website broker and the most well-known in the industry. They are much more business-focused than Empire Flippers.

You might notice they use more business terms like Seller Discretionary Earnings (SDE) and this is because their client list is typically higher quality than that of Empire Flippers.

Buyers must complete a non-disclosure agreement (NDA) before they get access to your website prospectus and they need to provide their legal name and address – which is another great way to deter time wasters.

In my experience, websites sold on Empire Flippers are slightly lower quality than those sold on FE International (although there are exceptions).

FE also has an incredible sale rate and a proven track record over many years in the website brokering business.

Selling your website to a private buyer

When starting out on the journey to sell your website, you’ll probably choose a marketplace or a broker – it’s just the easiest option.

But if you have a number of websites, and you buy and sell a lot of them, you’ll probably gain a pretty good contact list of website buyers to sell to.

This is invaluable because you then have a direct line of communication with qualified buyers.

This is beneficial because:

  • You won’t have to pay a listing fee
  • You won’t have to pay 15% or more brokers fees
  • The buyer is already warm to you if they have purchased before

You can do deals much quicker and make more money if you’re dealing directly with a buyer you’ve dealt with before.

Even if it’s a new buyer that you found by outreaching competitors of your website, the process can still be quicker and just as secure if you use a safe payment method (as discussed below).

This is my preferred method for selling a website – but I have built up a list of buyers over the years.

Payment methods for selling your website

If you’ve got this far into the article, well done! The final step on how to sell your website is the most exciting of all – getting paid!

Once the negotiations and due diligence and handover documents and back and forth is said and done, taking payment is a relatively easy process.

Use to sell your website

Unless you’re selling for a low amount (less than $1k) or to a previous buyer – using is an absolute no-brainer.

Here’s how it works:

  1. Set up the transaction
  2. Buyer and seller agree to the terms of the deal
  3. The buyer deposits the money for the sale
  4. confirms receipt of funds
  5. Seller (you) begins the transfer of all assets to the buyer
  6. Seller confirms transfer has been completed
  7. Buyer confirms transfer has been completed
  8. The inspection period for the buyer begins (usually 14-30 days)
  9. Once a buyer is satisfied, they accept the transaction
  10. The funds are released to the seller

Since the money is held in escrow by a third party, it’s a very secure process that protects you as the seller, as well as the buyer.

The inspection period allows the buyer time to take control of the website on their own hosting and to change any advertising, affiliate links, product sales accounts so that they can verify the earnings in real-time.

There is a fee for but it’s so low that it’s worth it for any transaction over $1,000 in my opinion.

Again, if you have a history with the buyer, they may trust you enough to wire you the funds straight to your bank account and then you transfer the assets but, for most website sellers, is the ticket.

Now you know how to sell your website

This article is the result of 10 years of knowledge I have buying and selling websites.

There are plenty of other ways you could sell your website, other avenues to explore, and new ideas I haven’t used.

However, this method has worked for me time and time again. I like to keep my website selling process simple and easy to follow.

Good luck on your journey to sell your website and you have any questions or advice, feel free to get in touch.

About the Author Nell

Leave a Comment:

Pukkanut Buchikanon says July 2, 2021

How do I sell my websites? Using gmail or what?

Davidhub says July 7, 2021 ivermectin price uk

Davidhub says July 8, 2021 ivermectin otc

Brendangak says July 10, 2021

erectile dysfunction medication: ed natural treatment – meds online without doctor prescription

Brendangak says July 12, 2021

ed meds online: errectile dysfunction – ed pills online pharmacy

Peterrer says July 16, 2021

viagra from canada viagra pills – buy real viagra online

Peterrer says July 18, 2021

best place to buy generic viagra online generic viagra – buy viagra online usa

Wayneelego says July 19, 2021

buy cialis toronto buy cialis ebay – buy cialis toronto

MarioPhing says July 24, 2021

cipro pharmacy buy generic ciprofloxacin – buy cipro online canada

MarioPhing says July 25, 2021

ivermectin 4 tablets price ivermectin for sale humans – stromectol 3mg cost

MarioPhing says July 27, 2021

plaquenil for rheumatoid arthritis hydroxychloroquine for sale – plaquenil generic 200 mg coupon

Williamdom says July 28, 2021

cialis black cialis using paypal in australia xolvjlv – dapoxetine with cialis

Williamdom says July 30, 2021

overnight cialis delivery cialis 20 mg canad – cheap generic cialis canada

Google says August 1, 2021

The time to study or take a look at the content or web pages we’ve linked to beneath.

RonaldScori says August 1, 2021

viagra uk sales viagra dubai online – viagra for sale in ireland

RonaldScori says August 2, 2021

viagra for sale no prescription viagra super power – get viagra online

realistic male stroker says August 4, 2021

below you will obtain the link to some web pages that we consider you must visit

best penis extension says August 4, 2021

although web-sites we backlink to beneath are considerably not related to ours, we feel they are really really worth a go by, so have a look

RonaldScori says August 5, 2021

order viagra overnight shipping how much generic viagra costs without insurance ViagraCND100Mg – viagra 100 mg tablet

Floydcrula says August 12, 2021

buy prednisone 20mg without a prescription best price cheap prednisone – prednisone buy no prescription

RonaldHaw says August 14, 2021

ivermectin 3 mg tabs ivermectin 12 mg tablets for sale – buy ivermectin pills

RonaldHaw says August 16, 2021

stromectol price us buy stromectol online – ivermectin 200mg

Williamtox says August 18, 2021

homeopathic remedies for ed prescription drugs online without doctor – best ed pills

Williamtox says August 19, 2021

pet meds without vet prescription canada ed meds online without doctor prescription – ed meds online without prescription or membership

ThomasKep says August 20, 2021

buy lipitor cheap buy lipitor – lipitor 20mg canada price

ThomasKep says August 22, 2021

plaquenil eye damage plaquenil for sale canada – buy plaquenil uk

Allen says August 24, 2021

A motivating discussion is worth comment. I do believe that you should write
more on this subject matter, it might not be a taboo subject but
generally people do not speak about these issues. To the next!
All the best!!

Gerardomuddy says August 24, 2021

order viagra online viagra without a doctor prescription usa – cheap viagra online

Gerardomuddy says August 25, 2021

viagra cost per pill viagra without a doctor prescription usa – best place to buy viagra online

MILF Porn says August 28, 2021

Here are several of the web-sites we advise for our visitors

ruay lotto says August 28, 2021

check below, are some entirely unrelated sites to ours, however, they’re most trustworthy sources that we use

MILF Porn says August 29, 2021

below youll come across the link to some web sites that we assume it is best to visit

prostate massager says August 29, 2021

we came across a cool web site that you could possibly enjoy. Take a look for those who want

best male masturbators says August 30, 2021

Here are some of the web pages we recommend for our visitors

dildo with balls says August 30, 2021

here are some hyperlinks to sites that we link to due to the fact we think they’re really worth visiting

how to use the best realistic dildo says August 30, 2021

The info mentioned inside the write-up are a number of the best offered

معرفة هوية المتصل says August 30, 2021

we like to honor many other world-wide-web internet sites on the net, even though they arent linked to us, by linking to them. Below are some webpages worth checking out

Marijuana Wax for Sale says August 31, 2021

here are some hyperlinks to web-sites that we link to since we consider they’re really worth visiting

99defi says September 1, 2021

usually posts some incredibly interesting stuff like this. If youre new to this site

atasehir escort says September 1, 2021

Here is a great Weblog You may Uncover Exciting that we Encourage You

streamcomplet says September 2, 2021

below youll come across the link to some internet sites that we believe you need to visit

luxury car transport says September 3, 2021

usually posts some really intriguing stuff like this. If youre new to this site

site de streaming says September 3, 2021

Here is a good Blog You might Obtain Exciting that we Encourage You

film streaming 2021 says September 4, 2021

check beneath, are some completely unrelated internet websites to ours, nevertheless, they are most trustworthy sources that we use

Reply - Trade now says September 4, 2021

usually posts some incredibly intriguing stuff like this. If you are new to this site

sites para ver futebol says September 4, 2021

we like to honor many other internet websites around the net, even if they arent linked to us, by linking to them. Underneath are some webpages really worth checking out

website says September 4, 2021

the time to study or check out the material or internet sites we have linked to below the

interesting facts about sex says September 7, 2021

Here are some of the web-sites we advocate for our visitors

masturbation sleeves says September 7, 2021

check beneath, are some completely unrelated internet sites to ours, nonetheless, they’re most trustworthy sources that we use

thrusting vibrator says September 8, 2021

The data talked about within the write-up are some of the best available

1xbit says September 8, 2021

Every as soon as in a though we choose blogs that we read. Listed beneath are the most current web-sites that we select

1xbit movie says September 8, 2021

although sites we backlink to beneath are considerably not associated to ours, we really feel they are essentially worth a go through, so have a look

effedeLor says September 8, 2021


male stroker toy says September 8, 2021

Here are a number of the web pages we suggest for our visitors

clidalm says September 8, 2021


best in ottawa says September 9, 2021

Sites of interest we’ve a link to

safa english medium school says September 9, 2021

please go to the internet sites we comply with, including this a single, as it represents our picks through the web

ZootoKasp says September 10, 2021 – Propecia

magic mushrooms says September 10, 2021

that will be the finish of this write-up. Right here youll discover some internet sites that we believe youll value, just click the hyperlinks over

안전사이트 says September 11, 2021

here are some links to internet sites that we link to due to the fact we consider they may be really worth visiting

피망머니상 says September 11, 2021

very couple of internet websites that happen to be in depth below, from our point of view are undoubtedly well worth checking out

ephelay says September 11, 2021


Propecia says September 11, 2021

Viagra Osterreich Ohne Rezept

Cialis says September 11, 2021

Preparation Benzene To Amoxicillin

russian scarf says September 14, 2021

usually posts some quite interesting stuff like this. If youre new to this site

hibouct says September 15, 2021 – buy priligy generic

Dank vapes says September 17, 2021

one of our visitors not long ago recommended the following website

pampers says September 17, 2021

always a big fan of linking to bloggers that I love but really don’t get lots of link like from

oppopscop says September 18, 2021


big chief extracts says September 18, 2021

Wonderful story, reckoned we could combine some unrelated data, nevertheless actually worth taking a appear, whoa did one particular learn about Mid East has got much more problerms at the same time

Thc vape juice says September 20, 2021

below youll find the link to some web sites that we feel it is best to visit

ADDERALL FOR SALE says September 21, 2021

although internet websites we backlink to below are considerably not associated to ours, we feel they’re really worth a go through, so possess a look

can priligy cure pe says September 21, 2021

Viagra Kaufen Dusseldorf

Pemoemisa says September 21, 2021 – Plaquenil

us online pharmacies says September 21, 2021

Here are some of the websites we advocate for our visitors

Acacias Community Primary School says September 22, 2021

please go to the internet sites we adhere to, like this a single, because it represents our picks in the web

anal sex toys says September 22, 2021

we came across a cool web page which you may possibly love. Take a appear in case you want

best male masturbator says September 22, 2021

always a massive fan of linking to bloggers that I like but do not get a whole lot of link adore from

Viobbyilt says September 23, 2021


projektownie wnętrz Gdynia says September 23, 2021

The data mentioned in the post are several of the most beneficial accessible

Add Your Reply