How this is calculated
Websites sell for a multiple of their monthly profit, typically 18 to 48 months' worth. Where a site sits in that range depends mainly on its age and whether its traffic is growing, steady or declining.
A brand-new site earns a lower multiple because buyers can't yet tell if its income is stable. A site over 5 years old with growing traffic earns a higher one, because it has a track record and the buyer is paying for future growth rather than hoping for it.
What buyers look at beyond profit
The profit number matters most, but these also move the price a buyer will actually offer:
- How the traffic arrives: mostly search is worth more than mostly one social platform, which can disappear overnight
- How many income sources there are: a site earning from ads and affiliate links is safer than one relying on a single source
- How much ongoing work it needs: a site that runs itself sells for more than one needing daily attention
- Verified numbers: screenshots from your ad network and analytics speed up a sale and support your asking price
Frequently asked questions
What multiple do websites sell for?
Most content sites sell for 18 to 48 months of profit, with 24 to 36 months being typical. Newer or declining sites sit at the low end; older, growing sites with several income sources sit at the high end.
Does niche affect the multiple?
Niche mainly affects how much a site earns, which affects profit rather than the multiple directly. A stable, well-established niche can support a slightly higher multiple than one prone to sudden algorithm or policy changes.
Should I use my average profit or my best month?
Use your average over the last 6 to 12 months. A buyer will do the same, and a valuation based on one unusually good month won't hold up in a real sale.