“How much is your website really worth?” If you’ve asked yourself this question even after using online calculators or receiving offers that feel off, then you’ve come to the right place.
We’ve seen firsthand how website values can vary wildly depending on the niche, traffic quality, and monetization methods. Over time, we’ve helped hundreds of site owners uncover what their websites are actually worth… from small blogs to established online businesses.
But here’s what we’ve learned 🚨: most online valuation tools miss the real picture. They often overlook the factors that actually matter to buyers.
In this guide, we’ll walk you through the exact process we use to calculate a website’s true value so you can feel confident whether you’re considering a sale or simply curious about the potential of your hard work.
Here’s a quick overview of the topics we will cover in this article:
- Why Find Out Your Website's Worth?
- What Factors Affect a Website's Value?
- Buying and Selling Website Domains
- Website Worth Calculator
- Where to Sell Your Website
- How to Sell Your Website at the Highest Price
- Frequently Asked Questions About Selling Websites
- Bonus Resources on Improving Your WordPress Site's Worth
Ready? Let’s begin.
Why Find Out Your Website’s Worth?
Knowing your website’s true value is essential – whether you’re considering a sale, fielding an unexpected offer, or simply planning your next steps as a business owner.
In fact, buying and selling websites is one of the most popular online business ideas. Each day, thousands of people make websites to launch their businesses online.
As you continue to grow your WordPress website or online business, its value increases over time. That’s why knowing your site’s real-world market value is so important.
Here’s how it can help:
- Motivation: Seeing concrete value can inspire you to grow your online business to the next milestone.
- Strategize: Knowing what buyers look for helps you prioritize improvements that actually increase your site’s value.
- Compare offers: If you receive a purchase offer for your WordPress website, you’ll know whether it’s competitive and fair.
- Make a Selling Decision: If you’re considering moving on to another project, knowing your site’s worth helps you plan your next steps wisely.
With that in mind, let’s take a look at what factors affect a website’s potential worth.
What Factors Affect a Website’s Value?
A website’s value is highly influenced by four key areas: earnings, traffic, domain authority, and additional digital assets.
Most buyers will focus on these factors to determine what your site is truly worth. However, depending on your site’s niche and the buyer’s goals, some factors may weigh more heavily than others.
1. Website Earnings
Website earnings refer to the amount of money your website earned during the last few months.
When buyers look at website earnings, they are usually most interested in your site’s average net profit over a specific period, usually the last 6 to 12 months. This shows them how much money they can expect to make after buying your website.
They will also look into your site’s sources of income, which can include AdSense or other advertisement revenue, affiliate marketing income, products sold in your online store, and more.
Typically, potential buyers consider websites with more than one source of income to be more valuable.
Buyers will pay close attention to your site’s net profit. This is the money left over after you pay all your business expenses. The formula is simple:
Total Revenue – Business Expenses = Net Profit
For example, if your site made $1,500 last month, but you spent $300 on hosting and software, your net profit for that month would be $1,200.
Beyond the numbers, buyers will also look for positive trends. A site with steadily growing profits is often more valuable than one with flat or declining earnings, as it shows strong future potential.
That said, a buyer may also still be interested in overall traffic, subscribers, and other factors that could potentially bring them good business.
2. Traffic Analytics
Sites that consistently attract quality traffic are usually seen as more valuable and appealing to buyers.
To track your website’s performance, you can use tools like MonsterInsights. It’s the best WordPress analytics tool, and it simplifies Google Analytics data and helps you compile the key stats buyers want to see.
At WPBeginner, we use MonsterInsights for all our conversion tracking needs. Check out our full MonsterInsights review to see why we recommend it and how it can help you grow your website.
First, you need to install and activate the MonsterInsights plugin. For more details, you can see our tutorial on how to install a WordPress plugin.
Upon activation, the plugin will ask you to connect MonsterInsights to your Google Analytics account. Simply follow the on-screen instructions to finish the setup.
Once connected, you can view your website’s traffic reports by visiting the Insights » Reports page in the WordPress admin area.
However, pageviews and website visitors alone do not guarantee a higher price for a website. Other traffic analytics also affect a website’s potential market value.
For instance, the geographic location of website visitors, how much time they spend on your website, conversion rates, and other factors may also be considered during the evaluation.
Another important factor is the type of traffic you are getting to your website.
For example, organic traffic from search engines and AI tools tends to be valued more highly by buyers than traffic generated through paid ads.
MonsterInsights will help you capture all this data, present it in a human-readable format, and let you export it as PDF files to share with potential buyers.
For more information, you can see our guide on how to track website visitors to your WordPress site.
3. Domain Authority
Think of Domain Authority (DA) as your website’s reputation score. It’s a number from 1 to 100 that predicts how well your site might rank on search engines like Google.
A higher score means search engines see your site as more credible and authoritative, which is very attractive to buyers.
Tools like Ahrefs, Semrush, and Moz can help you with domain authority checks, since Google does not share this data directly. For example, let’s quickly look at how to check your domain authority using Semrush.
Once you have signed in to your Semrush account, you’ll want to go to the ‘Domain Overview’ section and enter your domain name.
You will then find your domain authority score under the ‘Authority Score,’ along with the ‘Semrush Domain Rank’ value. The higher the number, the better your domain authority.
Some of the key factors used in domain authority scores include:
- The age of your domain name, which means when your domain name was first registered.
- The number and quality of backlinks from other websites
- Internal link structure
- How often your content ranks in search engines
- Your site’s average search position (SERP rankings)
Generally, it takes a lot of time and consistency to build a higher domain authority.
If you are just starting a blog or a website, then you should first focus on establishing your brand reputation and domain authority.
A good place to start is our WordPress SEO guide for beginners, which walks you through the proper SEO setup for your website from day one.
📝 Related – A few helpful guides to take your site’s SEO to the next level:
- Optimize your top articles for SEO – Refresh your best content to rank higher and drive even more traffic.
- Boost WordPress performance and speed – Improve your website’s loading time to boost SEO and user experience.
- Follow Google E-E-A-T Guidelines to build authority – Strengthen your site’s credibility and rank better in search results.
4. Additional Assets Accompanying Your Website
Selling a website means selling the business associated with your website, its brand reputation, and other digital and physical assets.
All of them add value to your website’s potential worth on the market.
For example, if your site includes an engaged email list, active social media channels, or digital download products, these assets can significantly increase your website’s overall value.
Let’s say you are selling digital downloads. The rights to those digital downloads will add more value to your website.
Similarly, if you run an eCommerce store with an inventory to manage, then that stock will add more value to your website.
Additionally, your business contacts with vendors, suppliers, and affiliate partners will add more value to your website if they are willing to work with the new owner.
Buying and Selling Website Domains
Sometimes, buyers are interested primarily in getting your domain name, especially if it’s short, memorable, or matches a trending business or keyword. In some cases, the domain alone can be worth more than your website’s content.
Here are some scenarios when a potential customer may want to get a domain name:
- The domain name matches the name of a startup and a growing brand.
- Some domain names are meaningful and more marketable for other businesses.
- Businesses may want to use clever domain names as short URLs.
- It’s a high-authority domain name with healthy backlinks and an excellent SEO reputation.
These domain names are often called premium domain names. Your website may not be profitable, but the domain itself could be very valuable. The most valuable domains are typically short, easy to remember, brandable, and use a .com extension.
There are several domain appraisal tools available online that can help you find a rough estimate of your domain name’s potential value.
For instance, GoDaddy’s domain appraisal tool generates an estimate by considering a domain’s age, uniqueness, extension, and other factors.
You simply need to visit the free GoDaddy domain appraisal tool and enter your domain name.
However, domain appraisal tools are not perfect, and your domain’s actual value could be a lot higher or lower than the appraisal value.
You can even sell your domain name separately using platforms like GoDaddy Domain Auctions. This is a domain name marketplace where interested buyers can bid on listed domain names to buy them.
To list your domain name, you’ll need to sign up for a GoDaddy Auctions membership, which costs $4.99 per year.
📝 Pro Tip – If you need more recommendations, here are some other domain name marketplaces that you can explore to sell your premium domain name:
- Network Solutions – Offers new and premium domains across various TLDs (top-level domains).
- Sedo.com – One of the largest marketplaces with SEO-friendly domain ideas.
- Flippa – Focuses on premium domains with built-in auction and escrow services.
Website Worth Calculator
A website value calculator is an online tool for calculating your website’s potential worth based on the information you provide.
This information includes website traffic analytics, estimated earnings, social media profiles, email lists, and more.
However, keep in mind that these website value calculators are appraisal tools and only provide an estimate. You need to carefully use this information to make your own business decisions.
Quick Website Value Calculation Formula
Before you use an online website value calculator, you can use the following formula to get a basic estimate of your website’s potential worth.
A common rule of thumb is that a website sells for a “multiple” of its average monthly net profit, typically between 20x to 50x. Here’s the simple formula:
Average Monthly Net Profit x Multiple (20-50) = Estimated Website Value
So, if your site’s average net profit is $1,000 per month, its value could range from $20,000 (20 × $1,000) to $50,000 (50 × $1,000).
Factors like steady growth, diverse income sources, strong organic traffic, and high domain authority will push your site’s value toward the higher end of that range.
Online Website Value Calculators
Let’s take a look at some popular website appraisal tools on the market.
1. Flippa
Flippa is the largest online marketplace to buy and sell websites and online businesses. They offer a free website valuation service where you can answer a few questions to get an estimated worth of your website.
Just go to the Flippa website and click the ‘Get a Free Valuation’ button at the top.
This will launch Flippa’s free online website valuation tool.
Simply answer a few on-screen questions to continue. Flippa will ask you questions like the age of your business, how much monthly revenue you make, the number of monthly visitors you get, and more.
After completing the survey, Flippa will calculate an estimated value for your website based on the information you provided.
It will show you the information and a preview of what your website listing on Flippa would look like.
You can activate your Flippa listing by paying the listing fee. This will make your website appear on Flippa’s site for sale listings.
📝 Note: Apart from the listing fee, Flippa will charge a commission fee when your website is sold.
Empire Flippers is a highly-regarded marketplace that focuses on more established online businesses. They have a thorough vetting process and typically require sites to have at least a 6-month track record of earning over $500 in net profit per month.
With Empire Flippers, you simply need to choose your main monetization method and then answer some questions about your website’s age and how long you spend on your business per week.
Empire Flippers will then ask you for your average monthly gross revenue and monthly net profit. Finally, you will be asked about your monthly website visitors, email subscribers, revenue channels, and social media followers.
After that, they will send you an email with an estimated low and high price for your website. The low price can be set as a starting point when you want to sell your website quickly. You can use the higher price if you can wait for a higher bid.
Where to Sell Your Website
Selling your website is similar to selling any other business. It has potential legal and financial aspects that you need to get right to protect your interests.
We recommend using a trustworthy online marketplace platform to sell your business. Here are some of the popular website marketplaces that you can check out:
- Flippa: The biggest online marketplace for buying and selling online businesses. It has a large community of prospective buyers and sellers, which makes it easy to get a better offer for your website.
- Empire Flippers: Another popular online marketplace where you can buy and sell websites. It has a smaller community than Flippa and doesn’t accept websites earning less than $500 in profits per month.
- MotionInvest: A growing marketplace for online businesses and websites.
How to Sell Your Website at the Highest Price
Selling a website can be a complicated process. A beginner user may end up selling their website at a much lower price than its true potential.
Here are a few tips to help you get the best offer for your website.
- Reach out to potential buyers in your network. There may be interested buyers among your existing connections. Try promoting your site on your social media accounts – this can help you reach a deal much faster than waiting for offers on a online marketplace.
- Know your website’s true worth. Online calculators only offer an estimate. Consider your site’s future earning potential when determining your price – your work could be worth more than an algorithm suggests.
- Set a realistic asking price. The asking price (“Buy Now” price) is what you hope to receive for your website. Setting it too high can turn buyers away, while pricing it realistically or slightly higher (if you’re not in a hurry to sell) gives you room to negotiate.
- Prepare for Due Diligence. A serious buyer will want to verify your traffic and income claims before finalizing a purchase. Be ready to provide read-only access to your Google Analytics and share financial reports. Having this information organized in advance shows you are a professional and trustworthy seller.
- Improve your site to attract better offers. If you aren’t getting the offers you want, your site may benefit from more work. Grow your traffic, boost sales, and diversify revenue streams. Or, you can add value through email marketing, a larger social media presence, or user-generated content.
Frequently Asked Questions About Selling Websites
The following are some of the most commonly asked questions by users trying to calculate their website’s worth.
1. What is my website worth?
Your website’s worth can be calculated using its monthly revenue and profits, number of visitors, and accompanying digital assets like its domain name, social media, and email list subscribers, backlinks, and more.
2. Which website-worth calculator is the best?
Flippa‘s website worth calculator is the best free website valuation calculator on the market. It uses the information you provide and compares it with historical data from its website marketplace. Then, it comes up with an estimated value of your website’s market worth.
3. How can I improve my website’s worth?
You can improve your website’s worth by growing its revenue and making it more profitable. Additionally, growing your organic traffic, building an email list, growing your social media following, and getting high-quality backlinks can also help increase your site’s potential value.
Bonus Resources on Improving Your WordPress Site’s Worth
We hope this guide helps you understand your website’s value and how to increase it. If you’re interested, check out our other helpful resources on:
- Proven Ways to Make Money Online Blogging with WordPress
- Tips to Grow Your Business Online (Without a Lot of Money)
- Tips for Using AI to Skyrocket Your Lead Generation Campaign
- How to Sell Ads on Your WordPress Blog (Beginner’s Guide)
- Best WordPress Ad Management Plugins and Solutions
If you liked this article, then please subscribe to our YouTube Channel for WordPress video tutorials. You can also find us on Twitter and Facebook.
Dennis Muthomi
I own five blogs and two of them are test sites,as someone looking to potentially sell one of my site in the future….
my question is :- how important is the website’s age and history when assessing its worth?
does an older, more established site typically command a higher price than a newer site with similar metrics? thanks for the informative post!
WPBeginner Comments
The age is not the only factor that adds value; other factors, such as the traffic and sales from the site, can be important as well.
That said, the age of the domain can play a role in the site’s value.
Dennis Muthomi
got it, thanks for the additional context! It’s good to have a well-rounded view of what drives a website’s value. Sounds like age, while relevant, is just one piece of the bigger picture.
thanks for taking the time to clarify and reply!
Jiří Vaněk
The age of the website or domain also plays a role in so-called domain authority. This is a metric from the company MOZ, which some might consider. Domain authority includes factors such as the age of the domain, traffic, SEO, and many other aspects. So yes, in some cases, the age of the domain and website can work in your favor.
Oyatogun Oluwaseun Samuel
Great Question Dennis, The age and history of a website can indeed play a significant role in its valuation. Generally an older, more established website with proven track record of organic traffic and revenue is seen as less ricky and more attractive to buyers because it demonstrates stability and reliability which are key factors in assessing a website worth. However other factors like niche relevance, growth potential and revenue streams also heavily influence the final valuation. So while older site might have an edge, a newer site with strong metric and high growth potential can still command a competitive edge.
Jiří Vaněk
Thanks for the great article. I immediately tried to estimate the price of my own website, at least out of curiosity. I didn’t even know such tools existed. Also great for estimating the price of work on a website, or when buying a website.
Moinuddin Waheed
Selling website is just as amazing as creating it for generating revenue as it has all the potential to give you one time capital that you can utilise for other businesses.
I was not aware about the fact that websites are buy sold in the marketplace and has such a demand.
it means we can open an online store for selling affiliate products and when want to transition we can easily sell it online like we do with physical stores.
thank you wpbeginner for creating awareness around this business.
WPBeginner Support
You’re welcome, glad we could share how find a site’s worth
Admin
A Owadud Bhuiyan
Informative article, and it will really helpful for beginners and bloggers.
Thanks
WPBeginner Support
You’re welcome
Admin
Ahmed Omar
Thanks for this comprehensive guide.
The breakdown of factors affecting a website’s value, such as earnings, traffic analytics, domain authority, and additional assets, provides a clear understanding of what potential seller might consider.
I appreciate the practical tips on strategizing, comparing offers, and making informed selling decisions. The insights on domain authority and the importance of various assets accompanying a website add valuable depth to the discussion.
WPBeginner Support
Glad you found our guide helpful
Admin
Ram E.
Very interesting read. Reminds me of the time when I sold my first ever blog and I didn’t know all these information back then.
For average traffic sites that rely on Adsense revenue, I think using Adsense earnings as the main basis for worth calculation would result in underestimation. Instead, one should put more weight on the quality of the traffic and how the potential buyer can monetize it.
A blog with lots of good content can become the content marketing arm of an ecommerce store after the acquisition. There is already an overlap of interests in the users of both sites, allowing the store to attract more potential buyers.
Ralph
Really interesting article. I’m in the proccess on creating new portal just for ads and affiliate marketing that is not connected to me personally. I want to make it my passive income and don’t care about comments “Ralph why you are not posting anything new”. I want to post when i want and if i lose interest, sell it as working business. This is great guide for it.
However my personal blog was valued for less than $100 by go daddy and 75-89k by flippa. So better just use such tools for first impression, but do the math yourself.
WPBeginner Support
Using best judgement and having what the tools tell you as starting points is normally a good plan
Admin