A successful blog is more than just a website—it’s a valuable digital asset that can sell for significant sum of money. Whether you’ve built your blog from scratch, acquired it as an investment, or grown it as a passion project, there may come a time when selling makes perfect sense.
Maybe you’re ready to free up capital for your next big project. Maybe the niche doesn’t excite you anymore. Or maybe you’ve hit the growth goals you set and want to cash out while things are running smoothly.
Whatever your reason, you need to understand how the selling process works, what buyers are looking for, and how to position your business to attract serious offers.
That’s exactly what this guide will cover.
When to Sell Your Blog
Timing matters.
Sell too early, and you might leave money on the table. Wait too long, and your blog could lose momentum—along with its value and buyer interest.
Here are a few pointers that will help you to find the best time.
When Your Blog Has Consistent (or Growing) Revenue
Buyers want predictability. If your blog is generating steady, reliable income, it becomes a much more attractive asset. Most buyers look for at least 6 to 12 months of stable earnings, with clear potential for future growth.
When Traffic Is Stable and Diversified
Just like revenue, stable traffic is important. Buyers need to feel confident the audience isn’t going anywhere after the sale. Diversified traffic sources (organic search, social, email, direct, etc.) reduce risk and increase perceived value.
When You’re No Longer Interested in Running the Blog
Passion fades. If you’re no longer interested in the niche or you’ve moved on to other opportunities, that’s a valid reason to sell. A disengaged owner often leads to stagnation—and a declining asset. If you’re feeling unmotivated, selling before things go south can protect your hard work (and your payday).
When You Need Liquidity for Your Next Move
Whether it’s funding a new business, investing in something bigger, or simply cashing out, selling a profitable blog can free up a lump sum of capital. Selling a blog can be a quick way to realize years’ worth of profit upfront.
When the Blog Is Easy to Transfer and Run
If you’ve systemized your processes, documented operations (SOPs), and streamlined content production, your blog becomes an attractive, low-maintenance asset. Buyers love passive income businesses they can step into without a steep learning curve or heavy workload.
How Long Does It Take to Sell a Blog?
While every sale is different, here’s a general idea of what to expect:
- Smaller blogs (under $50k): 1–3 months
- Mid-size blogs ($50k–$500k): 3–12 months
- Larger blogs (high 6-figures and up): 12+ months
These are just averages. Some blogs sell in weeks. Others sit on the market for months—or longer. It’s smart to plan for a longer timeline. Give yourself enough breathing room to find the right buyer and negotiate a deal you’re happy with. Expect it to take longer than you think.
A few years ago, selling a blog was a lot faster. Demand was strong, and buyers were eager to move quickly. Back then, Investors Club often had blogs selling within hours of getting published. Buyer demand was so high we even ran a paid subscription list—people literally paid to get first dibs on new listings.
As of 2024 and early 2025, the market is a lot softer compared to the pandemic-era craze. Things have slowed down, and buyers are taking their time. Where sites might have sold in days or weeks during 2020-2021, most now take months to find the right buyer at the right price.
What Buyers Are Looking For (And Why It Matters)
There’s no single type of blog buyer.
Some buyers are looking for a steady, cash-flowing asset they can park in their portfolio and leave mostly alone. Others want a fixer-upper they can grow, flip, or squeeze more profit from. Some are individuals buying their very first online business—maybe something they’re passionate about and want to turn into a full-time work-from-home gig (whether they realize that’s what they’re signing up for or not). Others treat it purely as an investment; they don’t care what the niche is as long as the numbers make sense. And then you have funds and portfolio buyers who are looking to add to their collection of ten… or a hundred sites.
That means different buyers look for different things. There’s no one-size-fits-all checklist here. But there are a few things most serious buyers tend to pay attention to—and you should understand them before you list your blog for sale.
Business Model
Some buyers are after passive income. Others are hands-on operators looking for opportunities to scale. Both types are out there, and each has a different approach to what they’re willing to pay. A blog that runs itself typically commands a higher valuation because it offers immediate, low-effort returns. Buyers are happy to pay more for something they don’t have to actively manage.
On the other hand, if your blog has obvious growth opportunities but requires time and work to realize them, buyers will factor that in. They’re taking on the effort and the risk, so they’re usually not willing to pay extra for potential they’ll need to unlock themselves.
Day-to-Day Operations
Buyers want to know how much of you they’re buying along with the blog. Are you the face of the brand? Writing all the content? Managing Pinterest? Answering customer emails? If the blog relies heavily on your personal involvement, it can limit your pool of buyers to people willing to take on those same tasks—or spend money hiring help.
And if your face or persona is all over the brand, that’s another layer of risk. Buyers will wonder: Will the loyal audience stick around after the handover? If readers are connected to you more than the content itself, that uncertainty can affect how attractive your blog is—and impact its value.
Traffic
Buyers aren’t just looking at how much traffic your blog gets. They care about where it’s coming from—and whether they can count on it to stick around.
A blog that gets 100,000 pageviews a month sounds great. But if 90% of that traffic comes from one viral blog article, or one Pinterest pin, it’s risky. What happens if that pin loses traction or that article drops in rankings?
Many buyers look for traffic diversity: ideally, no single post should account for more than 15-20% of total traffic, and traffic should come from multiple sources (search, social, email, direct) rather than being dependent on a single channel.
Revenue
Just like with traffic, it’s not only about how much you’re making—it’s about where that money is coming from, how stable it is, and how likely it is to continue after the sale.
If all your revenue depends on one affiliate program, or it’s coming from a single viral post that could lose traction tomorrow, that’s a risk. Buyers want to understand that risk. Some are fine with it—especially if they’re looking for a fixer-upper or a project they can grow. But the less risk they see, the more they’re generally willing to pay.
Steady, predictable revenue tends to attract more buyers and stronger offers. If the income looks reliable and diversified, it gives buyers confidence that they’ll get a return on their investment without needing to step in and overhaul the business.
But that doesn’t mean a blog with lumpy earnings or concentrated income won’t sell. It can. It just might take longer to find the right buyer, and the offers may reflect the higher perceived risk.
Financials
Buyers want to see exactly how much the blog makes, where the money comes from, and what it costs to run. When you can show accurate profit and loss statements, clear traffic reports, and a paper trail for things like affiliate payouts or ad revenue, you make the decision easier for buyers. They can see how the blog is performing today and get a realistic sense of future earnings. That confidence often translates into faster sales and better offers.
But even if your records aren’t perfect, don’t panic. You can still sell. Just know it may take longer, and you’ll likely need to be flexible when it comes to price.
What often matters most is clarity. The more open and transparent you are about how your blog works, the easier it is to attract the right buyer.
How to Prepare Your Blog for Sale (Step-by-Step)
If you’re thinking about selling your blog soon—or you’re already ready to list—it’s time to get things in order. This is where you clean things up, gather the right information, and make the whole package as appealing as possible to potential buyers.
Upfront effort of preparing your blog makes a big difference—not just in attracting buyers but in how much they’re willing to pay.
Here’s a straightforward step-by-step process to follow.
Step 1: Organize Your Financials
Before you even think about listing your blog, you need clean, accurate financial records. Buyers want to see exactly how much the site earns, where the money comes from, and how consistent it is.
This is what buyers usually expect to see:
- A profit and loss (P&L) statement covering at least the last 12 months.
- Proof of income: ad network dashboards, affiliate reports, Stripe/PayPal screenshots—anything that shows real money moving into your accounts.
- Clear records of expenses (hosting, VA work, tools, etc.)
Step 2: List All Transferable Assets
What exactly comes with the blog? Make a complete list of everything a buyer will be getting.
This typically includes:
- The domain(s)
- The website itself (all files and databases)
- Social media accounts tied to the brand
- Email lists and access to your ESP
- Digital products (courses, ebooks, downloads)
- Affiliate relationships and any custom deals you’ve secured
- Ad network accounts, if transferable
- Any existing contracts with freelancers or agencies
- Trademarks (if you have them)
Step 3: Clean and Organize Your Traffic Data
Make sure you have solid traffic records. Google Analytics and Google Search Console are industry standards and buyers expect to see those installed. Most buyers will ask for GA and GSC access during due diligence, so make sure it’s set up and tracking properly.
If there’s anything unusual—like a sudden spike or drop in traffic—be ready to explain it.
Step 4: Make Your Blog Run Without You
The less your blog depends on you, the easier it is to sell. If you’re writing every post, managing Pinterest, replying to emails, and showing up on Instagram stories, that’s a lot for a buyer to take on.
Start handing off tasks where you can. Hire freelancers or VAs to handle content, social media, and customer service. If you’re the face of the brand, pull back a bit—especially on social channels.
The goal is to make your blog as hands-off as possible. Even if you love being in the trenches, a buyer might not.
Step 5: Document Your Processes
Even if you’re the only person running things, having standard operating procedures (SOPs) of your key processes written down makes the transition easier.
Think about tasks like:
- How you publish new posts
- How you manage email newsletters
- How you update affiliate links or handle ad placements
You don’t need a 100-page manual. A simple Google Doc outlining key processes is enough to help a buyer feel confident about taking over.
One Last Thing: Keep It Business As Usual
Now is not the time for major changes. Don’t start a redesign. Don’t launch a big new product. Don’t overhaul your content strategy.
Stick to business as usual.
Big changes can spook buyers—and if something breaks (or revenue dips), you could lose good offers or delay the sale altogether.
Where to Sell Your Blog
Where you list often comes down to the size of your blog, how involved you want to be in the selling process, and your experience level with selling.
There are many places where you can sell a blog, and we’re not going to list them all in this article. Instead, check out our guide with 50 websites to buy or sell an online business. We keep it updated, so you’re not relying on outdated lists that still mention brokers who no longer work with blogs.
Here’s a breakdown of the main options:
Brokers
Brokers handle most of the heavy lifting—valuations, marketing, vetting buyers, negotiating terms, and managing the sale process. That said, it’s not completely hands-off. You’ll still need to provide financial records, verify earnings, do the seller interview, and take seller calls. And, of course, brokers charge a commission—typically 10-15% of the final sale price.
One important thing to know: most brokers won’t work with smaller blogs. Many have a minimum list price of $250K or more. Because brokers work on commission, smaller deals aren’t worth their time.
There are only a few brokers specializing in smaller sites, and we’ve partnered with some of them at Investors Club. If you’re interested in an introduction, reach out—we’re happy to connect you.
Marketplaces
Marketplaces are a more DIY approach. You create your listing, communicate with buyers, negotiate the deal, and manage the process yourself. Some marketplaces offer escrow services and basic support, but you’ll be doing most of the legwork.
Marketplaces tend to be the best option for small to mid-size blogs. They offer a balance between control and support, and for many sellers, they’re a good middle ground—especially if a broker won’t take your listing.
At Investors Club, we have a lot of buyers for small and medium size blogs. You can list your blog for free—no listing fees, and no fee when you sold. And while the process is seller-led, help is available if you need it. If you’re looking for a low-cost, low-risk way to connect with serious buyers, it’s a great place to start.
Private Sales
Private sales happen when you find a buyer directly—either someone you know or someone who approaches you.
If you don’t have experience with contracts, negotiations, and managing the transfer, private sales can be risky. There’s no safety net if something goes wrong. We usually don’t recommend this route unless you know what you’re doing or have legal help lined up.
Social Channels
Some sellers use social media, forums, or niche Facebook groups to sell their blogs. These places can work, but there’s a higher risk of time-wasters and scammers.
Social channels tend to be better suited for very small blogs or starter sites. If you go this route, do your homework, and use a secure payment and transfer process.
Investors Club has a Facebook group for buying and selling websites with 22K members.
eBay
Yes, people still buy and sell websites on eBay. But unless you’re selling a low-value starter site, it’s not the best place to find serious buyers. Quality offers are rare, and there’s minimal vetting or support. It’s a high-risk option and not something we recommend for established, profitable blogs.
The Blog Selling Process (From Listing to Closing)
How you sell your blog depends on where you sell it. The process is often different if you’re using a marketplace, working with a broker, or selling privately.
Step 1: Take Your Blog to Market
- Marketplaces: The process is quick. Since getting listed is a DIY process, you can get your listing live fast. For example, at Investors Club, we aim to have all listings go live within 48 hours of submission. You’ll need to prepare a detailed listing description and a profit and loss statement (P&L) before submitting your blog.
- Brokers: The process takes longer. Brokers gather all your business information to prepare a prospectus—a document that outlines all key details about your blog for potential buyers. This can easily take 2 – 6 weeks before your blog is actually listed.
- Private Sales & Social Channels: There’s no structured listing process here. You’ll need to do the outreach yourself, whether that’s posting in Facebook groups, messaging potential buyers, or networking within your niche.
Step 2: Handle Buyer Inquiries
- Marketplace, Social, or Private: You’re responsible for answering buyer questions. Expect request to share Google Analytics access, questions about revenue and traffic, and how much time is required to run the blog.
- Brokers: They handle some of the early screening and basic buyer questions for you. However, serious buyers will still want direct access to you, and expect multiple Zoom calls with several potential buyers before you get an offer.
Step 3: Negotiate Terms
- Marketplace, Social, or Private: Negotiations are in your hands. Buyers may try to negotiate a lower price or better terms. You’ll need to be ready to justify your valuation and decide what’s negotiable.
- Brokers: While brokers may offer some advice on negotiations, don’t expect them to do the heavy lifting. You’ll still need to handle most of it yourself.
Step 4: Sign an Asset Purchase Agreement
No matter how or where you sell your blog, you’ll need an Asset Purchase Agreement (APA). This is the formal contract that outlines the terms of the sale—including what’s being transferred, payment details, and any post-sale support.
- Brokers: Some brokers will provide you with a draft APA to start with. But even then, it’s typically up to you (and your lawyer) to finalize the agreement. Buyers usually have their own lawyers as well, and both parties’ legal teams will work together to negotiate and finalize the contract.
- Marketplace, Social, or Private: Most marketplaces offer a template you can use (reach out to Investors Club if you are selling with us, and would like to have our template), or you can use a contract from a previous sale if you have one. You can also hire a lawyer to draft a custom agreement from scratch, which is always a good move if the sale is significant.
Step 5: Secure Payment
Payment is typically handled through escrow to protect both parties. Most marketplaces and brokers either have a built-in escrow services, or work with a third-party service to facilitate the transaction. If you’re selling privately, it’s best to use a third-party escrow provider to avoid risks.
Step 6: Transfer the Assets
With payment secured in escrow, the next step is to transfer all the assets listed in your Asset Purchase Agreement (APA). This typically includes the domain, website files, content, email lists, social accounts, and anything else outlined in the deal.
Regardless of where you’re selling—whether through a broker, a marketplace, or privately—the actual transfer is almost always your responsibility. Brokers generally won’t handle migrations, and most marketplaces don’t either. If you’re not comfortable managing this step yourself, you can always hire a professional to assist.
At Investors Club, we work with two partners who specialize in transferring WordPress blogs—reach out if you’d like an introduction.
It’s also common to hold onto the domain until the escrow funds are released. Keeping control of the domain until the buyer confirms receipt of the assets adds an extra layer of protection for you as the seller.
Once everything is handed over and confirmed, and the funds are released from escrow, the domain transfer is typically the final step to officially close the deal.
Step 7: Provide Post-Sale Support
Not every deal includes post-sale support, but many buyers—especially first-time blog owners—expect some kind of transition period. This can be as simple as answering a few follow-up emails or as involved as providing hands-on training over several weeks.
Whatever you agree to, it’s important to outline the specifics in the Asset Purchase Agreement (APA). Be clear on exactly what kind of support you’re offering, how long it lasts, and how much time you’re committing. If there’s a limit to the number of hours or calls you’ll provide, put it in writing.
If the buyer later asks for additional help beyond what was agreed, it’s perfectly reasonable to charge for your time. Make sure your APA spells out your rates for any extra support, or clarify that further consulting would be a separate agreement.
Step 8: Reconcile Final Numbers
After the sale closes and assets are transferred, there’s often a true-up period—this is when any remaining financial details are sorted out.
From the closing date specified in the APA, any revenue the business generates belongs to the buyer—even if the funds land in the seller’s account. On the flip side, there may be expenses—like hosting fees or software renewals—that hit the seller’s accounts after closing but are technically the buyer’s responsibility.
At the end of the true-up period, the buyer and seller will often review the numbers and settle any outstanding amounts.
Clear records make this process a lot easier—track everything that comes in (or goes out) after closing so the final settlement is accurate.
Post-Sale: What’s Next?
The deal is closed, the assets are transferred, and your blog has a new owner. So, what’s next for you?
Keep Your Records
Hang onto all your documentation—contracts, financial reports, communications—for at least a year (longer if the deal was high value). It’s not uncommon for a buyer to come back with a question down the line, and having your records handy makes life easier.
Cancel Unneeded Subscriptions
Make sure you’ve removed your payment info from any services the buyer has taken over (like hosting, email platforms, premium plugins, etc.). Cancel anything that’s no longer tied to the business to avoid unexpected charges on your end.
Plan Your Next Move
Now’s the time to focus on what’s next—whether that’s starting your next site, buying another business, taking time off, or something completely different. It’s not uncommon for sellers to jump right back in after a successful exit. If you’re thinking about your next opportunity, check out businesses for sale at Investors Club. Whether you’re looking for a hands-off income stream or a project you can grow, there’s always something new to explore.
Better yet – take a minute to appreciate the work it took to get here.