Of course, there is one final way that you can profit from starting, running a blog, and then monetizing it properly. That’s, of course, to evaluate and sell your blog! While this is more of an exit strategy than a monetization method, it’s worth discussing for bloggers thinking about their long-term plans.
In this complete guide on evaluating and selling a blog, you will find out the preparations for selling a blog, how to assess it correctly, how to sell it, how to transfer the assets, and offer post-sale support. In closing, we have some real stories from people that successfully sold their blogs.
1. Preparations for selling a blog
Selling a blog begins way before you post your listing in a marketplace or privately receive your first buying offer. It would help if you thought about selling it or handing the business to somebody else before you even start it.
That’s because everyone who wants to purchase it wants to see detailed profit reports and quickly move the website on his hosting and continue operating without your implications.
Here are the top 3 things you should keep in mind when you start a blog and sell it for profit:
1.1 Make Sure Your Accounts are Up to Scratch
Suppose a business has little in the way of accounts or has missing documentation, poor reporting, or a variety of other bad accounting practices. In that case, these are the unmistakable warning signal for buyers to stay away.
They can hide a multitude of sins and alter the calculations made to value a business dramatically. If you plan to sell your blog, it is even more vital than ever to make sure you have complete and accurate financial records for the business.
1.2 Keep it Separate From Other Businesses and Interests
Selling a business when it is intermingled with other interests is difficult. If you can, keep your staff, assets, accounts, and business generally separate from any other business concerns you might own. Of course, you should always keep your business separate from any personal accounts and interests you may have.
In many ways, separation is related to the previous point as mixing and mingling accounts and assets make it difficult for buyers to see the business you are selling as a single, transparent entity. The more mixed up things are, the easier it is for something to be hidden, and nobody likes surprises, especially when money is involved!
1.3 Build so it Can Operate Without You
If you plan to sell, you should be building a business that isn’t reliant on you being there. The new owner will want to pick up where you leave off and keep the business intact and not have its brand equity drain away as soon as you leave the site.
Plan and ensure that the site can be managed without you and isn’t reliant on your personal brand for viability.
2. Considerations for Valuing a Blog
It’s important to state that the price you sell a site for is incredibly variable and based on several factors:
2.1 Who Approached Whom?
Selling a business is a negotiation, and like any negotiation, many factors determine who has the upper hand, which determines the final price.
In particular, it makes a big difference in how you connect with potential buyers. Put a site up for sale. Unless you receive many interested parties, you are going to have the lower hand in any negotiation because buyers know that you want to sell, that you might even have a time limit, and that if your site is on the market for a long time, they might be able to buy it for less.
Vice versa, if a buyer approaches you, come in with the upper hand and play hard-to-get-to drive the price up.
2.2 How Much Value Will your Blog Bring the Buyer?
You can maximize your sale price if you find a buyer who can increase the blog’s value by mixing it with other businesses or products they already own.
So, for example, when Treehugger.com sold to the Discovery Network in 2007 for $10 million, it’s no doubt achieved a high premium because Discovery Network knew they could bring new readers to the site from their network and vice versa, as well as to increase the revenue of the blog by marrying Discovery advertisers with the new acquisition.
Comparatively, if the site had sold to a buyer with no existing investments or products in the same market, there would be no value-added, and the sale price would be purely based on the other factors listed below.
2.3 How Much Revenue is your Blog Generating?
Arguably one of the two most essential factors in determining a price, particularly for high-growth areas like the Internet, is revenue. Although costs are a critical component of the equation, buyers will be assuming they know how to handle costs for larger sites.
So, for example, an experienced operator looking to purchase a blog may feel they can leverage existing resources such as publishing and editing staff and have a good idea of what such costs would be for a particular size publication.
They will be much more interested in your overall revenue in these cases because it is the main unknown factor in determining whether the operation is viable.
2.4 How Much Does your Blog Cost to Operate?
The flip side of revenue is the costs. These certainly impact a sale, particularly for smaller buyers looking to maintain the same operation rather than merge it with their existing businesses.
In these cases, your costs will largely determine how profitable the acquisition will be for the buyer.
2.5 How Fast is your Blog Growing?
Perhaps the most crucial factor in pricing a business is its growth. High growth can overshadow pretty much every other factor, holding the promise of higher revenues in the future (if incomes are low), economies of scale (if costs are high), canceling out general market trends (if they are negative and the blog is still growing), and generally showing a potential that in turn drives the price up.
Growth is the reason behind high valuations for web services with small revenues but large audiences, most famously Twitter. And it’s a good reason to sell while things are on the up, even if it’s not exactly the right moment according to your plans.
2.6 What is the State of Web and Advertising Markets?
It is always essential to keep an eye on how the markets are generally faring. When ad spending is falling in bad economic times, it’s natural that buyers will be less likely to pay a premium. Timing is essential when selling!
2.7 What are the Assets of the Business?
Finally, when you sell, consider all the assets you are selling, including any intellectual property, content, physical assets, and code assets. Everything contributes to the business’s total worth, from brand trademarks to the website’s design, the unique code you’ve developed, and the sheer volume of articles you might have.
While numerical evaluations are helpful for quickly quantifying what a site might be worth, keep in mind that they are only guides.
Ultimately a site is worth what someone is willing to pay for it. Still, in terms of numerical valuations, all sorts of equations are possible, including:
2.7.1. 10-15x Monthly Revenue for Small Sites on Auctions
This rough pricing guide is often used on auction sites like Flippa. The multiple is relatively low, which is usual for smaller sites. It’s also based on monthly revenue because revenue figures for blogs change so quickly and because it’s not uncommon to find sites for sale that haven’t even existed for a year.
Using a revenue rate extrapolated out from recent weekly or monthly figures is sometimes called the run rate. It’s important when negotiating to check that everyone is using the same revenue numbers to calculate.
2.7.2. Anywhere from 1-10x Annual Revenue
For high-growth sites, taking a huge multiple on annual revenue is not unheard of. These valuations are very much based on projections of growth and differ around industries.
Unless you have a business showing exceptional viral growth, you should probably assume the multiple will be down at the lower end.
2.7.3. Anywhere from 2-20x Operating Profit
Operating profit is your revenue minus your costs, but before deductions like taxes are made. It’s also called EBITDA, which stands for Earnings Before Interest, Taxes, Depreciation, Amortization, EBIT, or Operating Income.
If you measure value according to operating profits, you can expect the multiples to be much higher. In traditional business, valuations are more likely to use operating profit because those industries have a much longer track record and buyers know exactly what to expect.
For those types of businesses, you often hear about 3- 5x profit valuations. There is much more speculation, growth, and opportunity online, meaning that the potential multipliers can go much higher.
Again, the reality is that a business is worth whatever someone is willing to pay for it. Online buyers are often willing to pay more, particularly in good economic times. Don’t expect to find any real hard and fast rules and always negotiate hard.
3. How to Start Selling
There are a few different routes that you can take to sell a site:
3.1. Auction Sites for Smaller Businesses
One of the most common ways you hear about sites selling is on services such as Flippa.com. These services host auctions for sites and businesses and typically work well for small transactions (less than $100,000) as they are quick to list on and expose the sale to many buyers.
However, there is one huge drawback to this style of sale. In an open auction, the process is open to manipulation. For example, Flippa runs a comments section where buyers can discuss the auction, potentially pointing out problems and issues to keep the price down.
Additionally, everyone knows what is (or isn’t) a bid for a site, taking a lot of the negotiation out of the equation. Finally, putting a site up for sale and having it not sell doesn’t leave you in a good bargaining position for future sales.
The sale price was based on the potential of the site. Flippa.com is the most well-known auction site. However, eBay also provides a place to sell under the category “Businesses and Websites for Sale.” You can also try sites like FreeMarket, DigitalPoint, and Top Gold Forum Marketplace.
3.2. Listing a “For Sale” Notice
There are numerous sites where you can list a business for sale to attract leads. Some listing sites include GlobalBX, BusinessesForSale, and BizQuest. Alternatively, you can announce that you’re looking at selling on your blog, and if anyone is interested, they can contact you for more details.
3.3. Getting a Business Broker
Business brokers are agents who help shop around a site. These companies typically help find buyers, help set prices, and help with the negotiation process. Of course, they also take a cut of the sale! Ask your accountant about finding local business brokers who have online experience.
3.3.1 FE International
These guys are an online marketplace for buying and selling online businesses. Their clients are usually high-end companies, and they cover transactions that start from five figures and go up. They ensure that each sale that goes through them is legit, and they guarantee a scam-free environment.
3.3.2 Empire Flippers
These guys provide a unique hands-on approach to selling (or buying) a website in the six-figure price range. They offer an evaluation tool to help you get a ballpark price for your site on the fly.
For more information, check Zach Zorn’s review of Empire Flippers.
3.3.3 Motion Invest
Motion Invest is a website brokerage where you can buy or sell money-making sites. The nice thing is they are offering a free evaluation before listing the website. After your site goes through its due diligence process, you can have a guaranteed sale by selling directly to them, or you can list it in their marketplace for a chance to sell your site.
3.4. Shopping Privately for Buyers
Perhaps the most common way to find a buyer is to shop around for buyers privately. This might be done through some strategic emails sent out to companies you think might be interested in asking for offers and interest.
Look especially for companies that you’ve dealt with before (advertisers, partners, etc.). You may also consider your competitors, both direct and indirect.
Here is a list of companies that purchase blogs, and you may get in touch with them and see if they are interested in your web property:
They focus on four core verticals in which we are the proven leaders: Automotive, Health, Legal, and Home / Travel. Our fully integrated vertical approach combines leading web solutions for businesses and media websites for consumers.
DistrictMediaFinance is an independent media company that delivers high-quality personal finance news and advice that informs, empowers, educates, and entertains the public. They operate a network of around 15 blogs that focus on the financial sector (saving money, coupons, investing, etc.)
MediaDigi Ltd. established this network in 2012 to crush limits and create a community of people who want to learn and share their knowledge. And since then, millions of readers have found the solution to their problems in our articles.
Disclaimer: Mediadigi purchased Monetize.info in 2017 for an undisclosed amount.
3.5. Preparing Information for Prospective Buyers.
If you plan on selling your blog, you should ensure you have a set of information you’re ready to distribute when a prospective buyer enquires.
This can either be vague, get interested for more serious discussion, or smaller sites. You may lay out all the cards transparently from the get-go.
You might include information such as:
- Traffic and specifics such as search traffic.
- Revenue, costs, and profit.
- Assets for sale.
- Detail of how the site could grow.
Spend some time looking through listings on Flippa.com to see what information sellers present and decide how much detail you wish to give.
3.6. Doing Due Diligence on the buyers
Due diligence is the process by which business owners conduct business, legal, and financial investigation of a company in preparation for a possible sale transaction.
It’s essential to make sure the person you are handing your business has the financial means to purchase it (otherwise, you may handle important information about your business to a competitor that poses as an interested buyer but is not).
You should also make sure he knows your niche and can take care of the website in the future. I know some sellers are not interested in what happens with their assets after a sale. However, keep in mind that your business became successful because visitors and clients trusted you, and they will not be happy if you sell the business to someone that can’t take care of their needs. This may backfire on you when you start a new business.
3.7. Using Escrow Services
Whatever route you take in finding a buyer, it’s always essential to use an escrow service such as Escrow.com when making the transfer.
These services provide a trusted third party to ensure the buyer receives the website and assets and the seller receives the money. The escrow fee is typically a percentage of the transaction and can be shared between buyer and seller.
4. Transferring the assets and post-sale support
This is also an essential step in closing the deal. As I’ve sold and purchased several blogs, I know this was quite stressful, but everything will work out with patience.
Ask the buyer how he wants things to proceed and make sure you deliver everything you agreed. There may be issues with handling social media accounts, transferring company or financial assets.
If you own other sites, you should ask for a testimonial from the buyer because it will help you in future sales. Check one testimonial offered us by Oliver Kenyon after a successful sale.
5. Real stories from people that sold or bought a blog
The blog was making around 30$/Month Average. I bought the blog two years ago from a direct seller for 100$. I have spent around 100$ more dollars on articles and backlinks. All other articles were free Guest Posts or paid Sponsored posts. That’s about 200+ articles. I made around 10$/month by Google Adsense, and the additional income was generated by posting sponsored articles.
I was spending around 1 hour each week and making my pocket money. Finally, I thought to sell the blog on Flippa to focus on new works, so I listed the public auction blog, which cost around 25$.
I kept my list price as 199$, the reserve price at 425$, and the Buy now price at 786$.
Luckily on the last day of the auction, I got a serious buyer I convinced to buy the blog at the reserved price. It was my first sale. It was a good experience. If you want to know more about website flipping, follow me on Facebook.
We’d love to hear your stories on how selling a blog went. So don’t hesitate to tell us more.
We hope we’ve managed to shed some light on the issue of selling your blog. The process of the sale of a blog in the price range of five and six figures isn’t something that you can do overnight. It requires an investment of both time and money. Do you need a professional blog price evaluation? Hire us
If your goal is to sell your blog and cash out, make sure you prepare for any legal issues before posting your blog up for sale. This way, everything will go much smoother and with less last-minute hustle.
Are you on the other side of the fence, and you’d like t purchase a money-making blog? Check this guest post article by Flippa.