Enter what your site earned over the last twelve months and the calculator prices it against the multiples websites actually sold for in 2026, not the ranges brokers quote on their sales pages. No email, no URL, nothing leaves your browser.
Multiples last checked 13 November 2026 against Flippa’s H1 2026 Insights Report and Empire Flippers’ published figures. Sources and method are below the calculator.
How to read the result
Website buyers price a site as a multiple of its profit: average monthly profit over the last 12 months, times 12, times an annual multiple. Everything in this calculator follows from that one sum. The three figures show the same profit at three multiples:
- Marketplace average is the average multiple Flippa reports for sold businesses of your model in the first half of 2026.
- Top quartile is the multiple the best 25% of those sales achieved.
- Where your checklist puts you places you between those figures using the six checks a buyer makes. Three of six puts you at the average, six of six at the top quartile, and fewer than three below the average.
The checklist matters more than the model. In Flippa’s figures the top quartile of content sites sold for about twice the average multiple, so two sites with the same profit can be worth very different amounts.
The brochure multiple
What we found when we checked the defaults. Flippa’s own page on selling a blog quotes “a commonly cited benchmark” of 30x to 45x monthly net profit, which is 2.5x to 3.75x annual profit. Flippa’s H1 2026 Insights Report, covering sales from 1 January to 30 June 2026, puts the average content site at 2.32x annual profit. That is about 27.8x monthly, below the bottom of the range on the sales page.
We call the gap between the multiple a marketplace advertises and the multiple its own sales data shows the brochure multiple. Brokers are paid a share of the sale price, and a higher quoted range brings in more sellers, so the incentive runs one way. This calculator uses the transaction figures.
Empire Flippers’ figures point the same way. Its 2025 review of content-site sales shows the average monthly multiple falling from about 30x in 2023 to about 27x in 2024 and about 24x in 2025 (to late May). Over the same years content sites sold for 90%, 85% and then 82% of their asking price.
Worked example
The figures the calculator opens with: a content site earning £3,000 a month with £600 of costs, flat profit, six hours a week, three years old, with no diversified traffic or income and no email list.
- Monthly profit: £3,000 minus £600 = £2,400. Annual profit: £28,800.
- Checks passed: three years trading, flat trend and under 10 hours a week, so 3 of 6. That puts the site at the content average of 2.32x.
- Estimated price: £28,800 × 2.32 = £66,816, about 27.8x monthly profit.
- At the top-quartile 4.68x the same profit would price at £134,784. Adding an email list and spreading traffic so no source tops 70% would take the checklist to 5 of 6 and the multiple to about 3.89x, or £112,128.
Method and sources
The calculator multiplies annual profit by a multiple taken from published marketplace data. It does not estimate profit from traffic, because a traffic-based valuation is a guess at a guess.
| Business model | Average multiple (annual profit) | Top quartile | Source |
|---|---|---|---|
| Content site | 2.32x | 4.68x | Flippa H1 2026 Insights Report, sold deals, 1 January to 30 June 2026 |
| Marketplace | 3.33x | Not published | |
| App | 2.62x | 5.46x | |
| SaaS | 2.47x | 4.06x | |
| Media and community | 1.63x | 3.89x | |
| YouTube | 1.57x | 2.65x | |
| Ecommerce | 1.55x | 2.75x | |
| Service or agency | 1.43x | 2.31x |
Below the average. Flippa does not publish a bottom quartile. For a checklist score under three we scale down towards the ratio between Empire Flippers’ “distressed” and “typical” listing multiples in its 2026 State of the Industry Report (13.7x and 27.8x monthly, as cited in its September 2026 article on annual multiples). A score of zero lands at 49% of the model’s average. The anchors are published figures. The straight line between them is our assumption, not a market statistic.
Fees. The Empire Flippers option applies its published success fee: a $10,000 minimum up to $66,666, 15% to $700,000, 8% on the part between $700,000 and $5 million and 2.5% above that. Those bands are in US dollars, so for pounds or euros we apply them to the number as entered and say so in the result.
Owner time. Brokers usually price small sites on seller’s discretionary earnings, which ignore the owner’s own time. If you enter an hourly cost, the calculator takes your weekly hours × 52 ÷ 12 × that rate off monthly profit first. That is closer to what a buyer who has to hire help will pay.
Limitations
- Flippa does not publish sample sizes for each model, and it warns that small categories can swing between halves. The marketplace and YouTube figures rest on fewer sales than content or ecommerce.
- Averages come from one marketplace and one half-year. Private sales, brokers at the top end and other platforms price differently.
- A site that does not make a profit is valued on its assets, such as the domain, the content, the list and the traffic. A profit multiple does not apply, so the calculator stops.
- The result is an estimate for planning, not an appraisal or financial advice. A buyer will check your profit and loss account, traffic analytics and revenue proof line by line.
Frequently asked questions
- How is a website valued?
- Almost always as a multiple of profit. Take average monthly net profit over the last 12 months, multiply by 12 for annual profit, then multiply by a multiple that reflects risk: age, trend, how concentrated the traffic and income are, and how much of the owner’s time it needs.
- What multiple do content sites sell for in 2026?
- Flippa’s H1 2026 Insights Report puts sold content sites at an average of 2.32x annual profit, with the top quartile at 4.68x. Empire Flippers reported about 24x monthly profit (2x annual) for content sites sold in 2025 up to late May.
- Why is this lower than other valuation calculators?
- Many guides and broker pages quote 30x to 45x monthly profit. The averages in recent sales reports are lower than that range. We use the reported sale figures and show where they come from.
- Should I count my own time as a cost?
- For the price you ask, brokers normally do not. For the price a buyer will accept, it helps to, because the buyer has to do that work or pay for it. Run the calculator both ways.
- Is anything I enter stored?
- No. The sums run in your browser and nothing is sent to Blogging Titan.
Related tools and research
- Blogging Profit Calculator: work out the monthly profit figure this calculator needs.
- Blog Income Potential Calculator: estimate revenue from traffic using the RPM in our income benchmark.
- How much do bloggers really earn? Our read of 38 published income reports, including expense ratios.
- All free calculators and all original research.