The short version: get your numbers in order, price it on verified profit, share details only with qualified buyers, and close through escrow.
1. Get your numbers ready
Buyers pay for profit they can verify. Before you list, prepare 12 to 24 months of monthly P&L, split revenue by source, and list every expense. Reconcile it to your bank or payment processor.
- Monthly revenue by stream (ads, affiliate, products, subscriptions)
- Every recurring cost, including contractors and tools
- Traffic history from Google Analytics and Search Console
- A list of what is included in the sale
2. Work out what it is worth
Most small websites sell for a multiple of annual SDE (profit plus one owner’s pay), commonly around 2x to 3.5x depending on the model. Use the business valuation calculator or SDE calculator for a first range.
Price on evidence, not effort. Buyers do not pay for hours spent building the site or for growth they would have to create.
3. Reduce the risks buyers will find
- Document how the site runs (SOPs, contractors, tools)
- Reduce owner hours where you can
- Diversify traffic and revenue
- Fix technical issues and check your backlink profile
4. Choose where to sell
Self-listing marketplaces are cheaper but you handle buyers yourself. A broker verifies your numbers, markets to qualified buyers, runs negotiation and escrow, and charges a success fee on close.
5. Protect your information
Keep the URL and financial detail behind an NDA. Share deeper data only with buyers who show proof of funds.
6. Negotiate and close through escrow
Agree price and terms in writing, fund escrow, transfer the domain, hosting, content and accounts using a checklist, let the buyer inspect, then escrow releases your money.