Last Updated on October 18, 2025 by Ewen Finser
Selling a business of any type is a headache, and blogs are no different. Unless you’re fluent in the language of valuation and sales, you’ll need help getting the best possible price for your asset.
So, how should you seek this help?
You can start by reading this; I’ve covered everything you’ll need to know in detail below.
What Buyers Are Looking For
Before diving into the brass tacks of making sales, let’s quickly cover the ways in which you can make your blog look more attractive to potential buyers.
Selling your blog to a B2B buyer isn’t like making ecommerce sales to ordinary online consumers. Above all else, buyers in the website marketplace want profitable, stable blogs with plenty of future potential.
Here are the key factors that make a blog attractive to buyers:
- Consistent earnings and growth potential: Buyers love to see steady or rising traffic and revenue trends. A history of stable or growing profit suggests the site will continue to perform once it changes hands.
- Diversified traffic: A single point of failure in your traffic or income streams will be a big red flag for buyers. If one blog post accounts for the majority of your visits, this is a major risk. You’re only ever one SEO reshuffle away from disaster. Buyers prefer a healthy traffic distribution across many pages and sources.
- Ease of transfer: A blog that can run without its original owner is a far more attractive prospect. Buyers look for sites with standardized processes and outsourced content so they can take over smoothly. In short, the less the blog relies on you personally, the better.
- Clean financials: Serious buyers will perform due diligence on your blog. You should have accurate financial records, traffic stats, and other documentation ready to prove your performance. If you have an accountant, I’d recommend asking for their help, as this can all get pretty technical.
- Quality content and strong SEO: Buyers love blogs with lots of high-quality, evergreen content that continues to draw traffic over time.
How Valuation Typically Works
Most blogs (and other online businesses) are valued using a multiple of their earnings. One common formula is:
Sale Price = Seller’s Discretionary Earnings (SDE) × a Market Multiple.
- Seller’s Discretionary Earnings (SDE): This is essentially your annual net profit, with certain personal or one-time expenses “added back.” It represents the true cash flow a new owner could expect. For example, if your blog made $150,000 in revenue last year and expenses were $50,000, the SDE is $100,000.
- Market Multiple: The multiple is a number (based on market demand and risk factors) that’s multiplied by the SDE to get the valuation. For instance, if blogs are generally selling around 3× annual earnings and your SDE is $100k, then a ballpark value would be $300,000 (3× $100k).
You should note that this is just one among a large number of ways to value your business. If you choose to work with a broker or marketplace, an agent may take care of valuation on your behalf (but this depends on the platform).
Where to Sell Your Blog
Selling Through a Broker:
This is the route I recommend to most sellers of high-value blogs. Brokerages cost more than buy-and-sell platforms, but nothing is more expensive than a bad sale.
Website brokers provide end-to-end assistance; they help with valuation, create marketing materials, confidentially list the business, screen potential buyers, negotiate deals, and guide the process through closing. In exchange, they typically charge a commission (often around 10–15% of the sale price, taken at closing).
Quiet Light
Quiet Light is among the best in the business, especially if your blog is in the $100k–$5mn valuation range. The average blog owner needs look no further for an ideal sale partner, in my view.
The company’s team of experienced advisors have all bought or sold online businesses themselves, so they understand exactly what goes into these transactions. You can’t beat this kind of hands-on experience. Quiet Light is known for providing comprehensive, high-touch support throughout the sale process.
You should note, though, that Quiet Light won’t take on every blog. It has strict vetting protocols; generally, your blog should be at least 12-24 months old with solid earnings. If you do qualify, though, you’ll be in very good hands.
FE International
FE International is a more traditional M&A service than Quiet Light, and it focuses on a higher-value segment of the market in terms of transaction size.
If your blog business is on the larger side ($1mn+ valuation), FE International will offer you a “white glove” service for getting your sale over the line. The company’s team of analysts perform deep due diligence and prepare a detailed prospectus for your site, highlighting growth opportunities and handling all financial verifications.
There tends to be much less transparency here than you’ll get with a high-touch broker like Quiet Light. While FE International has a broad and deep network of institutional buyers, it doesn’t involve sellers in the prospecting and negotiation processes as much as competitors do. If you have a very high-value blog to sell, and you’re not too concerned about the finer details involved, FE International could be the way to go.
Selling via Online Marketplaces:
If yours is a smaller blog and you don’t want to overspend on fees during the sale process, you might prefer to use an online buy-and-sell marketplace rather than a full-service broker.
Flippa
Flippa is the oldest and one of the largest website marketplaces. Often dubbed the “eBay for websites,” Flippa allows anyone to list websites, blogs, apps, domains, and other digital assets for sale in an auction-style or classified-listing format.
It has a very broad range of listings; you’ll see everything from starter blogs selling for a few hundred dollars, to established sites worth six figures. Flippa boasts a huge user base (over 600,000 buyers and investors on the platform) and facilitates thousands of deals every year.
The platform has also launched an “M&A Broker” tier, which offers a service similar to those available from Quiet Light and FE International.
While Flippa’s standard packages don’t offer anywhere near the level of service you’ll get from a broker like Quiet Light or FE International, they do have some useful features for blog sellers. You can create a detailed listing page with your traffic and revenue screenshots, set a reserve price, and field bids or offers via the platform. You’ll also get access to automated valuation benchmarks and an integrated escrow service.
My biggest gripe with Flippa, as far as selling blogs goes, is the “Wild West” nature of the platform. The marketplace is open to everyone. This means you’re practically guaranteed to encounter scam artists and unserious offers when you list your blog there.
Also, considering it doesn’t offer a hands-on service, Flippa’s standard service actually works out to be pretty expensive for mid-market blog sales. You’re going to pay a 10% success fee for sales of up to $500k, which is comparable to the cost of a full-service broker.
So, while Flippa can be a great way to offload a small blog quickly, I think there are better options out there for anything in the six-figure valuation range.
Acquire.com (MicroAcquire)
Acquire.com is more carefully curated than Flippa, and it also offers more privacy. Listings are anonymized and posted with limited information, and only registered buyers can reach out for more information.
However, there’s still plenty of reach on this platform. Acquire boasts over 500,000 registered buyers and has facilitated hundreds of millions of dollars’ worth of deals across all categories.
Acquire.com doesn’t currently charge a commission fee for sellers – the marketplace makes money via buyer subscriptions instead. This is obviously an attractive feature for you as a seller.
It also emphasizes a streamlined process, encouraging quick buyer-seller negotiations and offering integrated tools for LOIs, contract templates, and escrow. The platform maintains seller confidentiality until serious buyers come along, which can be nice if you don’t want to publicly announce your blog is for sale.
However, Acquire’s main audience has historically been tech startup buyers, so highly technical or SaaS-type businesses tend to get most of the attention. Content businesses do list and sell there as well, but you might not get the same volume of interest here as you would on Flippa.
Direct Outreach (Finding a Buyer Yourself)
Finally, you can choose to sell your blog through direct outreach, without listing on any marketplace or using a broker. This approach means personally finding and negotiating with a potential buyer.
How does this work in practice? A few common direct strategies include:
- Reaching out to industry contacts or competitors: Consider companies or individuals in your niche who might gain value from acquiring your blog (a competing blog, a digital media company in your space, a business selling products to your audience, etc.).
- Leveraging communities and networks: LinkedIn, Facebook, and Reddit all have communities in which blogs are bought and sold. You’ll need to be very careful about weeding out scammers if you go down this route, but it can lead to great sales.
- Using your email list or website banner: I’ve seen some sellers announce to their own audience that their site is for sale. However, this can affect your audience’s confidence, so it’s usually done only when you’re fairly certain about selling and don’t mind the news being public.
- Working your personal network: Don’t overlook mentioning to friends, business acquaintances, or mastermind groups that your profitable blog is on the market. Often, private deals come together because someone “knows someone” who is looking to invest in a site.
The big advantage of selling this way is that there are no broker fees to worry about; depending on the size of your sale, this could result in you saving tens of thousands of dollars. Additionally, you retain full control over the process, and privacy will be much less of a concern.
However, I think this type of sale is usually only a practical option if you have prior experience with this type of transaction, and if you have a good idea of who might buy your blog before you begin. Otherwise, valuation will likely be a nightmare, finding the right buyer will be hugely labor-intensive, and all the little extras (NDAs, sharing financials, negotiating terms, arranging escrow, etc.) will swallow up a lot of time. Nine times out of ten, the brokerage or platform fees will end up paying for themselves.
Finding the Right Route to the Right Sale
If you’re at the point where you’re considering selling your blog, then you’ve already done most of the hard work. However, it’s important that you don’t underestimate the sales process; it can be tricky, and you could end up leaving a huge sum of money on the table if you don’t execute it properly.
If your site is anywhere near the six-figure valuation range, I’d strongly recommend contacting a reputable broker. Quiet Light is my personal pick here, but there are plenty of solid options. It’s entirely possible to get a great sale over the line independently, or by using a marketplace; it’s just going to involve a lot more work on your end to ensure everything runs smoothly.
Good luck!