"What's my website worth?" has a cleaner answer than most founders realize: it's whatever someone will pay for it on Flippa or Empire Flippers today. In 2026 the formula behind almost every private-marketplace sale is the same — monthly net profit × earnings multiple. This guide shows you the exact multiples by niche, walks through real examples, and points you at a free calculator you can run on any domain.
The valuation formula
Every content-site sale in 2026 resolves to:
The multiple depends on five factors:
- Niche — SaaS trades 40×–60×, content 24×–36×, thin niche 18×–24×.
- Traffic trajectory — growing = premium, flat = average, declining = discount.
- Revenue diversification — 5 income streams beats AdSense-only.
- Domain authority + backlinks — DR 50+ commands higher multiples.
- Owner involvement — less hands-on work = higher multiple.
Real sale-price examples by niche
| Site type | Monthly traffic | Monthly profit | Typical sale |
|---|---|---|---|
| Personal finance affiliate | 50,000 | $4,500 | $130k – $170k |
| B2B SaaS (micro) | 8,000 | $6,000 (MRR) | $240k – $360k |
| Recipe blog | 200,000 | $5,200 | $140k – $190k |
| Tech review site | 100,000 | $2,400 | $60k – $90k |
| Gaming blog | 150,000 | $900 | $18k – $32k |
| E-commerce (single SKU) | 30,000 | $7,500 | $200k – $300k |
Sources: blended 2026 data from Empire Flippers, Flippa, and Motion Invest public listings.
Why the same traffic can produce 5× different valuations
A gaming blog at 150k/month and a finance affiliate at 50k/month can both sell for $130k — because monetization dwarfs raw traffic. The gaming niche has $3 RPM; finance has $25. Same 100 visitors, 8× revenue.
Don't value yourself on traffic. Value yourself on monthly net profit × appropriate multiple.
5-minute DIY valuation
- Run your domain through SiteWorthIt's free traffic checker to pull real monthly visitors.
- Multiply visitors × 1.8 to 2.5 (pages per session) for total pageviews.
- Multiply pageviews × niche RPM (finance $22, SaaS $18, tech $10, gaming $4) / 1000 = gross ad revenue.
- Add 2–3× for affiliate or product revenue if applicable.
- Subtract 20% for running costs → monthly net profit.
- Multiply net profit × 30× (the 2026 median marketplace multiple) = rough sale price.
Or skip the math and let our value calculator do it automatically from DataForSEO data.
What increases your multiple (and what kills it)
| Lifts the multiple | Kills the multiple |
|---|---|
| Revenue from 3+ streams | 80%+ revenue from AdSense alone |
| 12+ months of stable traffic | Post-Google-update volatility |
| < 5 hrs/week owner work | Founder-dependent content |
| Email list > 10k subscribers | No owned audience |
| DR 40+ with diverse backlinks | Sitewide footer-link profile |
| Documented SOPs | Everything lives in founder's head |
When estimates are enough (and when they aren't)
Estimates are fine for:
- "Should I bother listing this for sale?" screen
- Directional conversations with a broker
- Informing your refusal price on an inbound offer
Estimates aren't enough for:
- Actually accepting a buyer's offer — demand Empire Flippers-style diligence package first
- Investor valuations for equity raises
- IRS / tax basis calculations
Frequently asked questions
How is a website's value calculated?
Apply an earnings multiple to monthly net profit. Content sites trade 24×–36× in 2026, SaaS 40×–60×, thin niche 18×–24×.
How much is a website with 10,000 visits worth?
Depends on niche. Finance affiliate at 10k visits: $500–$1,500/mo → $15k–$45k sale. Gaming blog at 10k visits: $50–$150/mo → $1.5k–$4.5k.
What's the fastest way to value a website?
Use SiteWorthIt's free calculator — pulls traffic + revenue from DataForSEO, applies marketplace multiples in under 3 seconds.