What is your website worth?

Being straight about this

Why we do not just give your site a price.

Most “website worth” tools ask for your domain and give back an exact-looking figure. They get it by guessing your traffic and multiplying by what that traffic might earn from adverts. For a business whose website brings in customers rather than ad money, that number has nothing to do with anything, and nobody outside Google knows a small site’s traffic anyway.

So we ask for your numbers instead. They are rougher than a made-up figure looks, but they are yours, and every step of the sum is on the page.

How the sale range is worked out

Websites that are sold as businesses are priced as a multiple of a year’s net profit. The ranges here are the ones online-business marketplaces publish, approximately:

• Content site earning from ads or affiliate links: 2–3.5 times a year’s profit
• Online shop: 2–3.5 times a year’s profit
• Software or subscription (SaaS): 3–4.5 times a year’s profit
• Lead generation or online service: 1.5–3 times a year’s profit

Then it moves for what buyers pay more or less for: a longer track record, growing profit and little work needed push it up; a young site, falling profit, heavy dependence on one traffic source or no records push it down. Each adjustment is listed with your result.

Questions people ask first

I do not know my visitor numbers.

Google Search Console shows how many people clicked through to you from Google, which for most small sites is most of their visitors. It is free, and setting it up is worth doing anyway.

Is my local business website worth something on its own?

Not really. If you sold the business, the website would go with it as part of the goodwill. Its real value is the customers it brings, which is what the first tab measures.

Should I spend money on my website?

The first tab gives you a way to decide: if a change could plausibly add one enquiry in a hundred, compare what that is worth over a year with what the change costs.