In the numbers
Revenue you can’t verify
If the seller will only share screenshots or spreadsheets, you can’t know the figures are real. Ask for read-only access to the payment and analytics accounts. If they refuse, walk away, however good the listing looks. Our guide to verifying revenue shows how.
A spike just before the sale
A sudden jump in the last few months can be real growth, a one-off promotion, or costs quietly paused to boost profit. Value the business on the longer average until you know which.
Costs that look too low
Compare the costs in the P&L with what the business obviously needs: hosting, software, content and freelancers. If a site publishes new articles every week but shows no content costs, someone is doing unpaid work, and it’s probably the owner.
Generous add-backs
Costs “added back” to profit should be genuinely optional. If the business can’t run without them, they’re costs. See how to value a small online business.
A price that’s too good
If a site is priced at less than a year’s profit, ask why the seller would take that rather than keep the income. Often the answer is that the income is about to disappear.
In the traffic
One source doing all the work
When most traffic or revenue comes from one place, like Google search, one Amazon listing or one affiliate programme, a single change you can’t control can wipe it out.
A drop after a search update
Ask for Google Search Console data covering the full 16 months it keeps, and look for sudden falls. A site that’s still sliding after an update is worth less than its yearly average suggests.
Traffic that doesn’t look human
Sudden spikes, lots of visitors from countries the site isn’t written for, or pages people leave instantly can all point to bought or bot traffic, which won’t turn into sales.
Got a listing in front of you? Run its numbers through the free checker for a verdict, the red flags and a fair offer range.
In the listing
Starter sites and projections
Some listings are new sites built to be sold, with income figures that are forecasts rather than history. Without at least 12 months of real trading, you’re paying for a guess.
A vague reason for selling
“Moving on to other projects” is common and often true. But if the timing lines up with falling revenue, dig further.
Pressure to decide quickly
Talk of other buyers and deadlines is a sales tactic. A good business will still be good next week.
Bought recently, for sale again
Check the marketplace for earlier listings of the same site. A quick resale can mean the last buyer found something they didn’t like.
In the handover
Accounts that can’t be transferred
Some platform accounts can only be shared, not moved into your name. A shared login can be taken back, so find out which accounts will be yours outright.
A business that is really the owner
If the brand runs on the seller’s name, face or relationships, much of the value leaves with them.
Reluctance to use escrow
Escrow holds your money until the assets are transferred. A seller who suggests skipping it to save fees is a reason to walk away.
What to do when you spot one
Most red flags are questions, not verdicts. Ask the seller about each one in writing, check the answer against something you can see yourself, and lower your offer for any risk that remains. Walk away if the numbers can’t be verified, if the seller avoids escrow, or if the answers keep changing.