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The standard method for valuing a website is the SDE multiple: calculate the site's monthly earnings, then multiply by a category-specific factor that reflects risk and quality. This guide walks through the full method, with typical multiples for each business type and the factors that push values up or down. See also the valuation FAQ, acquisition checklist, and our step-by-step buying guide.
Almost all small and mid-market website acquisitions use the SDE multiple approach. The formula is simple:
Asking price =
Monthly SDE × Multiple
SDE (Seller's Discretionary Earnings) is the total cash benefit a full-time owner-operator derives from the business. Start with the site's net profit, then add back: owner salary, non-recurring one-off expenses, and any personal expenses run through the business. Use a 12-month TTM average rather than a single month to smooth seasonal spikes.
Example
Revenue: $3,500/mo • Hosting + tools: $300/mo • Contractor: $500/mo • Owner salary: $0
Net profit: $2,700/mo → SDE: $2,700/mo
Multiples vary by business model because they reflect the predictability and risk of each type. SaaS businesses with recurring revenue command higher multiples than service businesses that require significant owner time.
| Category | Typical range |
|---|---|
| Content Sites | 30–45x |
| SaaS Businesses | 40–60x |
| eCommerce Stores | 24–36x |
| Newsletters | 30–45x |
| Online Tools & Apps | 35–55x |
| Online Communities | 20–35x |
| Service Businesses | 24–36x |
Multiples are expressed as “X times monthly SDE”. Source: observed listings on Buy Sites Direct and industry benchmarks, 2026.
The baseline range is a starting point. The actual multiple depends on the quality and risk profile of the specific site.
Factors that increase value
Factors that decrease value
Multiply monthly SDE by the adjusted multiple to get the fair asking price. Then sanity-check against active listings in the same category on Buy Sites Direct to see where the market is trading.
Example
Content site • SDE: $1,500/mo • Stable organic traffic, 2 revenue streams, 3yr track record
Baseline range: 30–45x • Quality factors: upper-mid range → 36x multiple
Valuation: $1,500 × 36 = $54,000
Larger SaaS businesses are often valued as a multiple of ARR (Annual Recurring Revenue) instead of SDE. Micro-SaaS tools with under $10,000 MRR typically still trade on an SDE multiple. SaaS valuation also depends heavily on churn rate and NRR: a SaaS business with NRR above 100% can justify a significantly higher multiple than one with 5%+ monthly churn.
Key SaaS metrics to verify during due diligence: MRR, monthly churn rate, NRR, customer LTV, and CAC.
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