Buying A Website: 8 Things You Need to Know

by | Dec 12, 2022 | Website Design

Buying a website can be intimidating for anyone without prior experience. Whether it is confusion based on the ideal platform, hosting plans, or even traffic, there are many things to keep in mind. Website acquisition is rarely simple and with many factors like domain name, keyword ranking, and even the overall site authority.

While there are several different platforms for individuals to develop their sites themselves, in terms of functionality, keywords and even search engine optimization purchasing a website can be beneficial for businesses dealing with relevant niches.

That said, to make things clear, here are things to keep in mind when buying a website for your business. 

8 Things You Need to Know Before Buying A Website

Things You Need to Know Before Buying A Website

1. Reason for The Acquisition

When it comes to acquiring a website, knowing the reason or the goal of this acquisition is crucial to having a successful business. You can purchase websites for a variety of reasons, some of which include getting a larger audience, acquiring backlinks, or even acquiring the site with the goal of improving its traffic.

Besides this, even if you have a business in a specific area or niche and are looking to branch out, acquiring an existing website with relevant blogs and backlinks can help you expand into new areas. That evaluation of sites that are contenders or are worth being shortlisted can help you ensure that you pick the right site based on the fixed parameters at an affordable price.

2. Content Relevance 

Acquiring a site to branch out your business operations and scope requires that the site’s content is relevant to your desired avenue. When it comes to branching out in a specific niche, besides being in the same industry, it’s important that the site has authority around keywords that are relevant.

For your website to be visible on search engines, it needs to be recognized as an authority around the topic. This means if you’re looking to improve the traffic of the acquired site, the content and the keywords it’s ranking for must be related.

3. Evaluation Criteria

Evaluation criteria for anyone buying a website can vary based on the reason for acquisition. While domain name and content are important, website performance and the CMS software used in its development also have a role to play. To help illustrate a better picture, we’ll cover the criteria that impact a site’s evaluation.

Ranking and Traffic

When it comes to knowing how quickly a site can be monetized, the site’s overall performance through clicks and ranking on search engines is crucial. Besides this, seeing the average ranking of the articles or a set number of articles can help you determine how quickly you can scale up the site.

Regardless of the objective of your buying the website, looking at the site traffic and ranking can help you understand the site’s overall value and settle on an asking price a lot easier.

CMS Software Used to Develop and Maintain the Site

A website’s foundation or fundamentals are important when it comes to understanding the site’s overall value. Although you can reassign the domain name to another hosting provider, you may lose out on the site’s existing content. That’s why it’s important to know the tech stack used in the site’s development. 

Some sites can be dependent on third-party platforms for analytics or other functionality. This means when purchasing the site you’ll need to detach it from these third-party sites or platforms to ensure it doesn’t come in the way of your business operations.


To develop site authority and improve your domain rank on search engines the number of backlinks that your site has is crucial.

 What are backlinks? 

Put simply, backlinks are the number of links from other sites that lead to your site. While there are a variety of sites that may link to yours, sites that Google recognizes for credibility can influence the rankability of your pages and website itself. In this, the relevance of the content to which your site is being linked can help determine the keywords your site has authority and receives traffic from.

So, in the process of buying a website, making sure that the site has backlinks from credible or relevant pages and the number of these backlinks can help you determine the site’s overall value and if the purchase is worth it. If this aspect sounds confusing, recruiting a digital marketing or web designer can help get rid of the hassle. 

Related Reads: 

4. Site Monetization 

At the end of every day, the factor that drives most business decisions is profit. Site monetization helps you understand the potential profitability of your buying a website. While it may seem challenging for newbies, looking at revenue from ads or even affiliate marketing can help you in building a profitable website.

That said, the overall effort you’ll need to spend to get your site monetized should not be too extensive. Realistically speaking, you can monetize any website, however, one of the main reasons to buy a website is to reduce the overall effort and resources spent in generating revenue. So although it may seem expensive at first, checking in with experienced digital marketing professionals or web designers can considerably save costs in the long run.

5. Content Quality

Even though the relevance, traffic, and backlinks on the site are crucial, to scale your website past a certain point, it boils down to the value your content offers. For several websites, specific pages can help drive up your site’s traffic, however, in order for pages to do this across it’s crucial for them to have quality content.

Google, along with other search engines, makes it a point to put the benefit provided to the viewers first. This means pages that offer relevant content and provide valuable information are typically prioritized. Besides this, the authority around the topic and range of content implemented in the blog or pages can help boost the rankability of your site.

For anyone buying a website, conducting a content audit to get a fair evaluation of how much effort you’ll need to invest will help you understand if it’s a good decision or if there are better sites in which you can invest your resources.

6. Value for Price

As with any purchase you make, when buying a website you must ensure that you’re getting your money’s worth. While some sites may seem overpriced, they can save you considerable money in the costs of producing new content and backlinks over time. That said, while some sites can seem like a bargain, they can be irrelevant to your ideal niche, making them more of a hassle.

When it comes to evaluating a site accurately, looking for third-party experts can save you money and time. Besides this, you can get leads for potential sites worth purchasing at a reasonable price. 

7. Any Requests To The Original Site Owner

One aspect that can come into play when purchasing a site can be requests made to the site’s original owner. After the transfer of ownership is complete, holding them accountable for pre-existing issues or complications that can arise is usually out of the question.

To make the process easier for you in the long run, making sure the original site owner offers you a period of support is helpful. If you’re looking to scale or grow the site in terms of revenue, they can help you in understanding the avenues and challenges that come along in the space. Besides this, working with site owners during the period of transition can help you better understand and handle managing the website smoothly. 

8. Traffic Potential

Buying a website often is followed by strategy and efforts put in order to make this website or domain more profitable. In order to monetize or improve profitability, often entails you improving the website’s overall traffic. Although there are several different ways to do this, it also depends significantly on the industry of the website and competition in the market.

Besides this, your site’s authority over high traffic keywords also plays a crucial role. In buying a website checking the current traffic and having a fair idea of the keywords the site is ranking for is a must. While a specific site may have an interesting domain name as well as user interface, making sure that you buy a website with traffic potential is vital. That said, provided you’re buying the site at a budget price and it has good high traffic keywords, it can be a beneficial decision in the long run.

Related Read: Why a Website Is Important for Your Business in 2022 – 11 Reasons


When it comes to buying a website, for anyone new to it the process can seem daunting. While challenging, however, making sure that a few key parameters are met can help ensure that you make a wise investment. Although there are sites that can seem more affordable, waiting for the right deal which has a reasonable price given the value it offers is the smart way to go.

That said, the challenge for most individuals is accurately evaluating a fair estimate of the website’s worth. In this regard, working with experienced website designers as well as digital marketing experts can save you both time and money. Feel free to reach out to us to help design a high converting website.

Apart from this, individuals familiar with tracking domain names and sites that will sell for the right amount of money are invaluable. Did you find this article helpful? Let us know in the comments below.

Frequently Asked Questions

Why should your business have a website?

Whether you choose to buy a website or build one, ensuring that your business has one ensures visibility. Besides helping you gain a digital presence and traction online, websites offer businesses leads and additional revenue and serve as an affordable form of marketing in the long term.

What’s the difference between buying a website and building a website?

Building a website entails purchasing a domain name, creating a UI/UX design for your site, and spending resources creating content for the same. Besides this, achieving visible results can take an enormous amount of effort.

Buying a site on the other hand comes along with the site already built, pre-existing content on the site, and a number of backlinks that make improving site traffic considerably easier.

Is it expensive for individuals to buy a website?

Not necessarily, when compared to the time and money spent on developing a site, creating content and backlinks from scratch buying a site can be feasible. That said, if your goal is just to have some form of visibility online, building a site with the help of web designers is more than enough.