What Kind of Numbers Do You Need to Sell a Blog?
A Deep Dive into Blog Valuation and Sellability
So you’ve built a blog. You’ve posted consistently, maybe monetized a few posts, and now you're wondering—could I actually sell this?
The short answer: yes, blogs can absolutely be sold. But just like with any business, buyers want to see data.
Not just passion or pretty content—performance numbers, systems, and profit.
Whether you're dreaming of a future exit or actively preparing your blog for sale, this guide will help you understand the numbers that matter most—and how to improve them to make your blog not just sellable, but irresistible.
First: Can Blogs Actually Be Sold?
Yes—and they are sold every day.
Blog-based businesses, especially those with evergreen content and passive income, are increasingly popular among buyers looking for low-maintenance digital assets. These buyers include:
Content agencies
Niche site flippers
SEO experts
First-time entrepreneurs
Passive income investors
What makes a blog valuable is its ability to generate consistent, predictable income, even if you're no longer the one updating it.
But to sell a blog, you can’t rely on vibes. You need numbers.
The 5 Key Numbers Buyers Want to See
1. Monthly Profit (Not Just Revenue)
Why it matters: Buyers care about profitability, not just how much money you make.
They'll ask:
What is your average monthly net profit?
Is that number growing, stable, or declining?
Is it tied to you working constantly, or does it run passively?
Target range:
To be attractive to buyers, your blog should ideally bring in at least $300–$500/month in profit, though the most competitive sales are in the $1,000+/month range.
How to calculate net profit:
Monthly revenue – expenses = profit
(include hosting, VA time, tools like ConvertKit, Canva Pro, etc.)
2. Traffic Numbers (and Quality)
Why it matters: Traffic is the engine behind affiliate clicks, ad revenue, and product sales. But it’s not just about volume—it’s about quality and consistency.
Buyers want to know:
How many sessions or pageviews you get monthly (use Google Analytics or similar)
What percentage of your traffic is organic (SEO > social spikes)
Are traffic sources diversified (Pinterest, Google, email, direct)
💡 Target range:
Many blog buyers look for sites with 10,000–50,000 monthly pageviews or more. But if your blog has high RPMs(earnings per 1,000 views), lower traffic can still be valuable.
3. Revenue Breakdown by Source
Why it matters: A blog making $2,000/month from one affiliate isn’t as strong as a blog making $2,000 from four revenue streams. Buyers love diversification.
Common blog revenue streams:
Display ads (Mediavine, Raptive, Ezoic)
Affiliate programs (Amazon, RewardStyle, ShareASale, etc.)
Digital products (ebooks, templates, printables)
Sponsored content
Email marketing funnels
Online courses
💡 Target goal:
Have at least two solid income sources, and track which pages/posts are driving each.
4. Content Library & Evergreen Performance
Why it matters: A blog isn’t just about numbers—it’s also a content asset. Buyers want to know:
How many published posts do you have?
Which ones bring consistent traffic?
Are your posts optimized for long-term SEO?
A blog with 75 well-optimized, evergreen posts is far more attractive than one with 300 short, outdated, or time-sensitive articles.
💡 Target baseline:
Aim for at least 50+ strong blog posts, with 10–20 high-performing pages driving consistent traffic or conversions.
5. Email List & Audience Engagement
Why it matters: Your audience adds value far beyond traffic. An engaged email list can be monetized, warmed up for launches, or used to drive repeat visits.
Buyers want to know:
How big is your list?
What’s your average open/click rate?
Do you have automation or funnels in place?
💡 Target:
A list of 1,000+ engaged subscribers with a welcome sequence in place adds significant value—even if your blog is still small.
Bonus: Qualitative Factors That Influence Blog Value
Even though numbers matter most, a few non-numeric factors can boost perceived value:
1. Niche Relevance & Longevity
Evergreen niches like personal finance, health, parenting, and online business tend to sell well.
Seasonal blogs (e.g. holiday-only content) may need additional justification.
2. Branding & Design
A well-branded blog with consistent visuals, an active Instagram/Pinterest, and a clean design increases buyer confidence.
3. Owner Involvement
The more automated and non-personal your blog is, the more valuable it becomes.
If your blog heavily relies on your name/face, plan ahead to transition branding or offer temporary support.
What Multiple Can You Expect?
Most blogs sell for 24x–40x their monthly net profit.
So if your blog nets $800/month, you can likely list it for $19,000–$32,000, depending on growth trends, niche, and transferability.
High-quality content sites with strong branding and low owner involvement often get higher multiples.
How to Improve Your Numbers Before Selling
If your blog isn’t quite “sell-ready” yet, here are 6 ways to improve key numbers before listing:
1. Consolidate Content
Update or remove outdated posts and focus on making your top 10–20 posts stronger.
→ Improve SEO, update internal links, add opt-ins.
2. Improve Monetization
Add affiliate links to top-performing posts.
Create a digital product or tripwire offer.
Consider applying for display ad networks if eligible.
3. Reduce Expenses
Clean up tools and subscriptions you no longer use to boost net profit.
4. Document Everything
Buyers love clean operations. Create a Google Doc or Notion page that outlines:
Tools you use
Affiliate accounts
Content calendar
Email sequences
5. Build or Warm Up Your Email List
Even a basic 5-email welcome sequence helps. Create a simple lead magnet and start collecting emails if you haven’t already.
6. Detach Personal Branding
Start using a brand name over your personal name where possible, or plan a simple rebrand handoff if needed.
Where to Sell Your Blog
Once your blog is ready for sale, here are a few platforms where blog-based businesses are regularly bought and sold:
1. Flippa – Great for beginner and mid-level blog owners.
2. Empire Flippers – Vetting process required; good for blogs earning $1,000+/month.
3. Motion Invest – Specializes in content websites; friendly for lower/mid-tier blogs.
4. FE International – Premium broker for six-figure+ digital assets.
5. Private Sale or Niche Facebook Groups
Pitch directly in communities like Niche Website Flippers or Blogger Education groups.
Final Thoughts: Build Like You’ll Sell—Even If You Don’t
You may not be ready to sell your blog today—but that doesn't mean you shouldn’t build like you could.
Focusing on traffic quality, income diversification, clean operations, and evergreen content makes your blog not just sellable, but sustainable. You’ll run a stronger business now—and have more options later.
Because freedom isn’t just about blogging from anywhere—it’s also about knowing that what you’re building could one day be passed on, cashed out, or proudly handed off.
Want to find out if your blog is sell-ready?
Download the free Blog Valuation Snapshot to assess your traffic, income, and systems—and see how close you are to a profitable blog exit.
