--- title: "Free website valuation calculator for buyers" url: https://firstpassmemo.com/tools/website-valuation-calculator/ updated: 2026-10-20 publisher: FirstPass Memo (hello@firstpassmemo.com) --- Free valuation check # Free website valuation calculator for buyers: is the asking price fair? Short answer: enter the asking price and monthly profit below. The free FirstPass Memo checker shows payback in months, the asking multiple against comparable content and affiliate sites listed for sale, and the red flags that should move the price, each with a question to send the seller. It runs in your browser with no account. It checks the seller's asking price; it does not tell you what the business would sell for, and it is not advice. Updated 20 October 2026 ## Check a website asking price ## What a website listing usually asks The checker compares the asking multiple with 12 content and affiliate sites listed on Empire Flippers (bucket "Display Advertising", asking prices collected 6 October 2026 from its public Marketplace API). The middle half asked 1.89× to 2.69× annual profit, a median of 2.41×, which is 23 to 32 months of payback. Smaller deals ask less. In FirstPass Memo's October 2026 sample of 36 listings of all types priced $10k to $150k (WebsitesForSaleOnline public API, 6 September to 6 October 2026, Empire Flippers excluded), the median asking multiple was 2.23× (26.8 months), and the middle half asked 1.85× to 2.59×. Method and CSV: listing benchmarks (https://firstpassmemo.com/data/). These are asking prices, not sale prices. A price inside the range is not a fair price by itself: the flags are what move it. ## Worked example Made-up example, not a real listing A website listing asking $48,000, $1,600 monthly profit, 40 months old, 5 owner hours a week. The checker returns payback of 30.0 months (2.50× annual profit) and these flags: No traffic data for a traffic-driven site (https://firstpassmemo.com/flags/no-traffic-data/) Medium Ask: Can you share 12 to 24 months of analytics and Search Console data? No connected data source mentioned (https://firstpassmemo.com/flags/no-connected-data-source/) Medium Ask: Can you give read-only access to the payment processor and analytics, or exports that match the P&L? Concentration not disclosed (https://firstpassmemo.com/flags/concentration-not-disclosed/) Low Ask: What share of revenue comes from the top 1 and top 3 customers or partners? Run this example in the checker (https://firstpassmemo.com/checker/?ask=48000&profit=1600&age=40&hours=5&type=content&via=val-content-example) ## What moves a website valuation - Search dependence. Most content sites earn from Google traffic, and one update can cut it. The traffic-drop test (https://firstpassmemo.com/tools/traffic-shock-test/) shows what a fall does to payback. - Update history. Compare traffic before and after the 2024 to 2026 core updates. See how to tell if a site was hit (https://firstpassmemo.com/answers/how-to-tell-if-a-content-site-was-hit-by-a-google-update/). - Ad and affiliate accounts. Ad network and affiliate accounts often do not transfer, so revenue can pause after the sale. See buying a content site (https://firstpassmemo.com/buy/content-site/). - Traffic proof. A listing with no traffic figures cannot be priced on its traffic. See no traffic data (https://firstpassmemo.com/flags/no-traffic-data/). See how real listings read: 14 content and affiliate sites are among the Empire Flippers content site listing teardowns (https://firstpassmemo.com/teardowns/content-site/), each with its flags and seller questions from the public listing only. ## Frequently asked questions ### How is a website business valued? Small online businesses are usually priced as a multiple of annual profit (seller's discretionary earnings). Payback in months is the same figure seen from the buyer's side: asking price divided by monthly profit. A 2.5× multiple is 30 months of payback. Read how to value a website (https://firstpassmemo.com/answers/how-to-value-a-website/) for the adjustments. ### Is this a valuation of the business? No. It checks the asking price against comparable asking prices and against 33 published red-flag rules. It reads only the figures you enter. A full first-pass memo on one listing costs $79, paid after delivery, and a proper valuation works from the seller's documents. ### Can I paste the whole listing instead? Yes. The full checker (https://firstpassmemo.com/checker/) takes pasted listing text and reads price, profit, revenue, age, traffic and owner hours from it. Pasted text never leaves your browser. ## Related - How to value a website (https://firstpassmemo.com/answers/how-to-value-a-website/) - Max offer calculator (https://firstpassmemo.com/tools/max-offer-calculator/) - Free 33-rule red-flag checker (https://firstpassmemo.com/checker/) - Listing benchmarks, October 2026 (https://firstpassmemo.com/data/) - All free tools (https://firstpassmemo.com/tools/) FirstPass Memo is independent and buyer-paid. Benchmarks are asking prices published by marketplaces, not sale prices. Informational screening, not investment, legal or tax advice. --- FirstPass Memo is informational screening, not investment, legal, tax, accounting or valuation advice, and not an audit. Seller figures are not independently verified. HTML version: https://firstpassmemo.com/tools/website-valuation-calculator/