How much is a website that makes money actually worth? For most profitable sites, buyers start with one simple formula: average net profit × a valuation multiple. This website value calculator does that math for you. Enter your average monthly net profit, pick a starting range or set your own multiples, and you will get a low, mid and high value in seconds.
Disclaimer: The result is a planning estimate, not an appraisal or an offer. The site-type presets are illustrative starting points for experimenting; the sourced marketplace benchmarks are listed further down.
The calculator multiplies your trailing-twelve-month average monthly net profit by 12 to get annual profit, then multiplies that by the low and high multiples you set:
Multiples are quoted two ways in the website-selling world, and mixing them up is the most common mistake. A monthly multiple is applied to one month of profit; an annual multiple is applied to a year of profit. To convert, multiply an annual multiple by 12 or divide a monthly multiple by 12. A 30× monthly multiple and a 2.5× annual multiple describe the same price. The calculator works in annual multiples and shows the monthly equivalent under the results.
Use net profit, not revenue: revenue minus hosting, content, software, contractors, ad spend, fees and every other recurring cost. Small-site sellers often use seller’s discretionary earnings (SDE), which adds back the owner’s own pay and genuine one-off expenses. Whichever you choose, use the same definition a buyer will see in your profit and loss statement.
There is no single “correct” multiple. Each sale is priced on its own risk, growth and demand. Two public sources give useful reference points:
These are averages and starting points, and they move over time. Check the sources for current figures before relying on them, and look for recent comparable sales in your own niche.
Two sites with identical profit can sell at very different multiples. Buyers typically pay more when the business is lower-risk and easier to take over:
If most of those points work in your favour, the top of your range is more realistic. If several work against you, start lower.
Say a content site has averaged $2,500 a month in net profit over the last year. That is $30,000 of annual profit. At a 2.0× to 3.0× annual multiple, the calculator shows a range of $60,000 to $90,000, with a midpoint of $75,000. If traffic has been sliding and nearly all revenue comes from one affiliate program, a buyer might argue for the low end or below; three years of steady growth and a mix of income streams would support the high end. The example is made up to show the arithmetic, not a market quote.
Profit multiples assume there is profit to multiply. For sites that earn little or nothing, value usually comes from other places: the traffic, the domain, the content, or what a strategic buyer could do with the audience. In those cases:
The calculator on this page and the checker on our homepage answer different questions. A profit multiple asks what a buyer would likely pay for your earnings. An automated estimate asks what a site’s public footprint suggests, which is the only option when you can’t see the books. For example, the reports for github.com or nytimes.com are built entirely from outside-in data. For a site you own, use both: the multiple for price talks, and the automated estimate as a sanity check. The website valuation guide covers the other methods professionals use, including comparable sales and discounted cash flow.
For a profitable site, take your average monthly net profit over the last twelve months, multiply by 12 to get annual profit, then multiply by a valuation multiple that reflects the site's risk and growth. This calculator does the arithmetic for a low and a high multiple so you see a range rather than a single number.
Public marketplace data puts many sales at roughly 2 to 3 times annual net profit. Empire Flippers' scoreboard listed an average of about 2.2x for non-distressed sales when we checked in October 2026, and Flippa suggests starting at around 2 to 2.5 times annual net profit. Your own multiple depends on history, traffic and revenue diversity, owner workload and how easy the site is to transfer.
A monthly multiple is applied to one month of profit and an annual multiple to a full year. Multiply an annual multiple by 12 to get the monthly equivalent, or divide a monthly multiple by 12 to get the annual one. A 2.5x annual multiple equals a 30x monthly multiple.
Use net profit, or seller's discretionary earnings if you add back your own pay and genuine one-off costs. Buyers value what the business keeps after costs, so revenue would overstate the result.
It is accurate arithmetic on the numbers you enter, but the multiple is a judgement call. Treat the output as a planning range and confirm it with recent comparable sales, a broker or a qualified advisor before you buy or sell.
If you are preparing a sale, gather twelve months of profit and loss statements and analytics first; they will decide your multiple more than any calculator. Then read how to value a website for sale, or check any domain’s estimated worth for free.