How to Make an Offer on a Website for Sale

Making an offer on a website is more than naming a price, it is defining a complete deal framework that signals your seriousness, protects your position during due diligence, and sets the stage for a smooth closing. This guide walks through 5 steps: calculating a fair offer price, defining deal terms, preparing proof of funds, drafting the letter of intent, and submitting professionally. See also: negotiation guide, website valuation guide, questions to ask when buying a website.

1. 1

   Calculate your offer price based on normalized earnings and comparable multiples

   Before submitting any offer, calculate what the business is worth to you, independently of the asking price. Start with the seller's stated monthly SDE (seller discretionary earnings) and verify it against the financial data available at this stage (P&L summary, ad network screenshots, payment processor exports). Check whether the asking price represents a reasonable multiple for the business type: content sites typically trade at 30-50x monthly SDE, SaaS at 35-60x, eCommerce at 25-45x, newsletters at 22-45x. If the asking price is within a fair range and your preliminary diligence supports the stated SDE, you can offer at or near ask. If the metrics show declining traffic or revenue, inconsistencies in the financials, or elevated risk factors, your offer should reflect a discounted multiple. Determine your walk-away price before you start the conversation, it prevents emotional anchoring to the asking price during negotiations.

2. 2

   Define your deal terms beyond price

   The purchase price is only one component of an offer. Equally important are the deal terms that determine how and when the transaction closes. Key terms to define before submitting: (1) Payment structure, all-cash at close, or a split involving seller financing or an earnout? All-cash offers close faster and with less friction. (2) Escrow provider, specify Escrow.com or an equivalent; never agree to direct payment outside escrow. (3) Transition period, how many weeks of seller support will you require post-close, and in what form (email, calls, screen shares)? Standard is 2-4 weeks for smaller sites, up to 90 days for complex SaaS. (4) Due diligence period, how many days will you need to verify the business before signing the APA? Typical range is 14-30 days. (5) Exclusivity, will your LOI request an exclusivity period that prevents the seller from accepting other offers during due diligence? Sellers typically grant 30-45 days. (6) Asset vs. entity purchase, specify that you are acquiring the business assets, not the legal entity (standard for online businesses).

3. 3

   Prepare your proof of funds and buyer credentials

   A credible offer requires proof that you can actually close. Before submitting, prepare: a bank statement, brokerage statement, or lender pre-approval letter showing sufficient funds for the full purchase price. If you are using SBA financing, have a pre-qualification letter from a lender. If you are using a combination of cash and seller financing, be prepared to explain the split. Sellers increasingly ask for proof of funds before granting data room access or signing an LOI, especially for listings over $50K. Beyond financial proof, prepare a short buyer profile: who you are, your relevant background, why this specific business fits your acquisition criteria, and how you plan to operate it. Sellers want to know their business is going to a capable operator, and a well-prepared buyer profile reduces seller hesitation significantly.

4. 4

   Draft the offer as a letter of intent (LOI)

   For acquisitions over $10K-$20K, formalize your offer as a letter of intent (LOI) rather than an informal message or verbal offer. The LOI captures the key terms of the deal in writing, creates a shared framework for due diligence, and signals serious intent. An LOI for a website acquisition should include: proposed purchase price, payment structure, escrow provider, due diligence period and access requested, transition period expectations, exclusivity period, and whether the offer is contingent on due diligence findings. The LOI does not need to be a long document, a well-structured one page is typically sufficient. Most LOIs are non-binding except for the exclusivity and confidentiality provisions. For simpler deals under $10K, a clear written offer with the same key terms sent via email can substitute for a formal LOI.

5. 5

   Submit through the right channel and follow up professionally

   On a direct marketplace like Buy Sites Direct, submit your offer via the platform's messaging system so there is a documented record of the offer and its terms. For off-market deals or direct outreach, email is appropriate. When submitting, attach or paste your offer terms clearly, do not rely on the seller to infer them from a short message. Confirm receipt within 24-48 hours if you have not heard back. If the seller counters, respond promptly: deals that stall after an offer die disproportionately because of communication lag. If the seller rejects your offer without a counter, ask once if there is a price or term that would work, sellers often reject impulsively and reconsider if the buyer remains calm and professional. Once your offer is accepted in principle, move to due diligence quickly, extended gaps between offer acceptance and due diligence start give sellers time to receive competing offers despite LOI exclusivity.