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Website Valuation Calculator

Estimate what a website or small online business could sell for. Enter its average monthly net profit and revenue model, then adjust for age, revenue trend, traffic sources, stability and the time it takes to run. You get an estimated value, a likely range and the multiple behind it.

Last updated:

Financials
$

Last 12 months: revenue minus all costs (owner pay excluded).

$
Quality factors
years

Time the site has been making money.

h
×
Enter your values to see the result.
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How to use the Website Valuation Calculator

  1. Enter the average monthly net profit over the last 12 months, plus revenue and visitors if you know them.
  2. Choose the main revenue model (ads, affiliate, e-commerce, SaaS and so on) or tick the box to use your own multiple.
  3. Describe the site: age, revenue trend, traffic sources, stability and the hours you spend on it each week.
  4. Read the estimated value and range, and see how each factor moved the multiple.
  5. Compare with real listings of similar sites before setting an asking price.

The website valuation formula

Website value = average monthly net profit × adjusted monthly multiple

The multiple starts from a typical figure for the revenue model and is moved up or down by risk and quality factors. Dividing a monthly multiple by 12 gives the annual multiple: 36× monthly profit is the same as 3× annual profit.

Example: a three-year-old content site with stable revenue and mostly search traffic earns $2,500 a month. Starting at 34×, it gains 2 months for age, gets 0 for trend and traffic, 0 for 8 hours a week and 0 for some seasonality, giving 36× and an estimate of $90,000 (range $75,000 to $105,000).

How each factor changes the multiple

FactorLowers the multipleRaises the multiple
AgeUnder 1 year (−8), 1–2 years (−4)3–5 years (+2), 5+ years (+4)
Revenue trendDeclining (−8)Growing (+4)
TrafficOne platform (−4), mostly paid (−5)Diversified (+2)
Owner time21–40 h/week (−3), 40+ h (−6)5 h/week or less (+2)
StabilityVery uneven months (−4)Steady months (+1)

Adjustments are in months of profit and are this tool's own simple scoring model, meant to show direction and size of each factor. Real buyers weigh them case by case.

Preparing a website for sale

  • Clean up the books: monthly profit and loss statements with screenshots or exports from ad, affiliate and payment accounts.
  • Document the work: written processes for publishing, fulfilment and support make the site easier to hand over and reduce perceived owner time.
  • Reduce dependence on any single traffic source, partner or supplier where you can.
  • Show the trend: stable or rising earnings over 12–24 months matter more than one strong month.

Frequently asked questions

How are websites valued?

Most small websites are valued as a multiple of their average monthly net profit over the last 12 months, often between about 20 and 50 times monthly profit (roughly 2 to 4 times annual profit). The multiple goes up for older, growing, low-maintenance sites with diversified traffic and down for new, declining or risky ones.

How do I calculate monthly net profit?

Take the average monthly revenue over the last 12 months and subtract all running costs: hosting, software, content, contractors, advertising and product costs. Do not subtract your own pay as owner, because the buyer will either do the work or pay someone; reflect that through the owner-hours factor instead.

Why use 12 months instead of last month?

A trailing 12-month average smooths out seasonality and one-off spikes, which is how most buyers and brokers look at it. If the site is growing fast, use the growth trend option, or show buyers a 6-month and a 3-month average as well.

What makes a website worth more?

A long and clean earnings history, steady or rising revenue, several traffic sources, low owner time, documented processes, an email list, original content and a brand that is not tied to one person. Sites that depend on one platform, a single affiliate program or paid traffic are seen as riskier.

Are the starting multiples official?

No. They are reasonable rule-of-thumb starting points for small online businesses, not market data from a specific source, and real sale multiples move with the market and with deal terms. Check recent sales of comparable sites and enter your own base multiple if you have better information.

Can a site with no profit be valued?

Not with an earnings multiple. Pre-revenue sites usually sell for their asset value: the cost to recreate the content, the domain, the backlink profile and the audience. This calculator asks for positive profit for that reason.

Is my information stored?

No. The calculation runs in your browser and nothing is uploaded. Your last inputs are remembered only on this device.

Are all the tools on FreeToolCabin tested for quality and accuracy?

Yes! Every tool on our site undergoes automated Q/A testing in real browser environments to ensure high precision, correct output, and zero errors. If you happen to spot a bug or have a suggestion, please contact us at [email protected] and our team will review it right away.

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