>Buying a website is more and more common and sought after. It is true that choosing a site that is already in place is tempting, especially when you have accumulated a few years of experience in site editing and you tend to want everything, right away

But is it the best solution or is it better to create your own website? What are the advantages but also the disadvantages of buying a website? What should you look at before you take the plunge and buy a site?

The quick answer would be to say that it all depends on… your profile!
But I will try to be a little more complete in the explanations which follow.

Buying or creating a website: the eternal debate

When I started my very first in 2012, it would never have occurred to me to buy a website already in place. I was THIRST to learn and understand (and honestly not necessarily the financial means whatever happens …).

And inevitably, even today, it tends to bias MY vision of “how to start on the internet”.

If you are just starting out, I will therefore naturally tend to advise you to build your site yourself to build your experience and expertise.

But to be honest, creating your site is not easy and has its advantages and disadvantages. Disadvantages that an already established site eliminates, while having its own risks / constraints …

Here are the advantages and disadvantages that I see with both approaches.

The pros and cons of creating a site from scratch


It’s almost free!

It is true that creating a site yourself requires less cash initially, especially if like me you decide to do everything yourself to start (and what better way to achieve everything that launching a site involves than put your hands in the oil yourself?).

But because there is a but, behind the free side there are some compulsory paid services which even if they do not represent a fortune must be taken into account (domain name, hosting, wordpress theme, even analysis software keywords to save time).

If you do not write your articles yourself, you will also have to pay an editor for your content. This is also the case to make your logo or to personalize the design of your site.

A site that looks like you

Creating your site means having all the cards in hand to make one that looks like you, be it in terms of its architecture, its design, its style (notably editorial). It is complex (see risky) to completely transform an already established site. Starting from scratch, you choose where you go!

It’s the best school possible!

It was implied in my introduction, but I think it is important to repeat it: there is no better school than to DO to learn.

It’s true, after all, how to effectively outsource if you’ve never experienced writing content or evaluating a link-building approach yourself?

The inconvenients

Everything has to be done!

Everything from A to Z … And even if I consider it an asset to learn, I also know that it is not because I think like that that everyone should do the same thing.

After creating more than 140 turnkey sites for clients, I understood that sometimes it is enough to remove a few obstacles to launch someone.

A logo, a design, a choice of domain name, a few articles … These elements, which have become so basic over time, are sometimes a huge obstacle for a beginner that it is quite normal to want to erase by finding an alternative.

It takes time, a lot of time

Creating a site takes time. Hours and hours to do it from A to Z. But what also takes time is to reference it, to have the first visitors, the first earnings.

It may take several months for it to be profitable, unlike buying a site that can start self-funding immediately.

I’ve seen many publishers give up after a few months, demotivated by the lack of “quick” results. And I can only be saddened. For these people, a purchase would undoubtedly have been more relevant!

The margin of error is greater

You start from scratch, and the guarantee of success is never guaranteed! I have planted several sites myself over the years despite my experience.

No risk does not exist. And when you decide to launch a new site, you have to accept that the share of unknown is naturally greater!

The pros and cons of buying an already established website


Less work (normally)

This is often why we buy a website. It is already done and even if you have to make changes, add content, change the design, most of it is done.

I add all the same “normally” because it can also be very interesting for an experienced editor to buy a site with a lot of background work to do to relaunch it.

It will often be a site with largely untapped potential, available at a more attractive price and with a ROI naturally much more interesting than a site already at its maximum potential at the time of purchase.

Considerable time saved

Buying a website saves you considerable time. If the site you buy is well structured, you save time but also energy.

This allows you to focus from the first day on what you want to do with this site and especially on the modifications you want to make.

Instant traffic

By buying a website, you naturally benefit from the existing flow of visitors, so you can immediately focus on WHAT to offer these visitors to boost the income of the site you just bought.

An immediate profitable investment

Buying a website is starting to pay off your investment from the first day since sales will continue no matter what.

It’s up to you to optimize your site to increase initial income, but at least you have a “guaranteed” financial flow allowing you to reinvest or directly start profiting from your “annuities”.

Every action has an immediate result

When you buy a website, every action you take will have the potential to bring immediate results.
That’s the most satisfying thing for me!

You publish a new article and it can rank in a few days. You add a new lead magnet and the percentage of email collected can jump during the day. You replace an affiliate offer and your income can progress in real time, etc.

The inconvenients

Buying a website can (will) cost more

Buying an established website necessarily represents a larger budget than starting from scratch. Even if there are sites in all price ranges and your investment should immediately earn you money, you need a starting budget (more or less) to be able to buy it.

Buying the wrong site can be even more expensive…

This is without a doubt THE black point of buying already established websites. If the risk of starting from scratch is that the site does not “take”, by buying the “wrong” site, all your initial investment and the energy spent in developing the site can be lost.

This is the moment when I can naturally slip the interest of going through a trusted third party like DotMarket.eu, the site buying / selling platform I created.

Our job is precisely to support buyers by offering them only sites that have been audited and assessed in an expert manner to minimize the risk.

Zero risk does not exist, no one controls Google for example, but many basic criteria, taken into account by my teams during the audits, can really limit this and protect your investment!

What to look for before buying a website

You will understand, buying a website cannot be improvised and is not done on a whim.

There are many criteria to analyze closely.

Some are obvious such as the traffic curve, income, link profile, etc.

Others are more subjective and require a real knowledge of the market: its current valuation VS its potential valuation, the trend of the sites in this thematic, etc.

Even more subjective than the criteria linked to the site, you also need to ask yourself the right questions about your investment and that means being honest with yourself.

  • Do you have time to develop or at least maintain the current site?
  • Do you have the skills to do it?
  • Are you surrounded, failing that, by a team that has these?
  • Do you have the money to invest in site optimizations?
  • Do you want to invest in this site?

If the answer to any of these questions is no, it may be that going your way and continuing your search for the RIGHT site is the best idea.

No site is a good deal if you don’t have the means (all fields combined) to work on it.
You must also / therefore identify what you want, what you expect from your investment.

Do you want a website that will simply continue on its way without needing to touch it or are you looking for a project with real growth potential but therefore requiring time, money and energy?

For me, a GOOD investment is that made in a site whose potential value is at least 30% higher than its current valuation.

But to reach this 30% more, I KNOW in advance that we will have to coal. And I’m not ready to do it all the time or on all topics…

What price for which site?

Valuation according to models

On DotMarket.eu, we apply different valuation criteria depending on whether your site is a 100% affiliated site, dropshipping, e-commerce, whether it is more oriented towards organic or paid traffic, whether or not it has different sources of traffic and income, etc.

It is for this reason that the GOOD price for a site can vary widely depending on its nature … and also the profile of the buyer (see next section)!

But to give an answer all the same, with our public estimation tool, we apply an average multiplier of x20 to a site’s monthly net profit to estimate its minimum value.

This value can then be revised upwards according to the weighting applied during the full audit.

In the United States, this coefficient has already been beyond x30 for a while (some sites sell x40 or more on Empire Flippers!).

In France we are still a little late, but I think we will eventually catch up, and the average value of (quality) sites in France and in Europe is not ready to drop!

What are your skills?

This is a key element in the perceived valuation of a site. It is less concrete for sure than a multiplier or a list of coefficients, but it is just as crucial for me.

According to the skills of the buyer, and the current state of the site (understand by this its potential for optimization), the perceived value can vary at all!

An investor gifted in Facebook or Google Ads buying a site generating the majority of his income in an organic way will be better able to optimize the figure of the site and therefore to perceive a strong value to it if it is sold on the basis of its organic turnover.

Conversely, an SEO-oriented investor will find it more difficult to perceive the value of a site running via ads if he does not have the skills to maintain or improve current performance.

What is your budget ?

Let’s be concrete for a moment.

If you are looking to invest in a site with real growth potential, and are ready to work on it, the GOOD price is not a precise sum, but a calculation of the division of your initial investment VS your secondary investment .

If your budget is 50,000 euros, I would advise you to allocate 30 to 40,000 euros for the purchase of the site, and keep the rest to immediately invest in the development of it.

The faster the “second investment”, the faster the potential growth of the site and therefore the increase in its monthly income, as well as its overall value (which will allow you, in the future, to resell it more expensive than you did not buy it for example).

In conclusion

Before buying a site, you need to ask yourself a lot of questions, define what you want to do with it, the time and budget you can spend on it and so on.

If buying a site allows you to be immediately in the bath and to have in your hands a tool to work, it is important to take into consideration many points before taking the plunge, not to rush and get professional advice.

And for this last point, you now know where to find me / us!


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