Home / Articles / Online Business / Breaking Down Website Flipping: How to Get Started?

Breaking Down Website Flipping: How to Get Started?

Are you curious about website flipping and how to get started in this exciting online business?

If so, you’ve come to the right place—as this blog will break down everything you need to know about the industry, from how the process works to best practices used by web flipping experts. We'll also cover the risks and challenges involved and share tips on how to scale up your website flipping business.

We’ve got plenty to cover, so buckle up and let’s dive right in!

Understanding Website Flipping

What is Website Flipping?

Website flipping is the practice of buying, improving, and reselling websites for profit. It’s been a popular business model ever since the launch of the Internet, but it entered the mainstream in 1999 when the domain name business.com sold for $7.5 million.

Not only was this a record-breaking sale in the website flipping industry, but it also represented a significant return on investment for eCompanies, who acquired the domain for $150,000 just two years earlier in 1997. As you can imagine, this kickstarted the popularity of the web-flipping business strategy by setting a new benchmark for domain name sales.

Since then, domain names and websites have sold for even greater amounts, such as Insure.com for $16 million in 2009, Voice.com for $30 million in 2019, and more.

PersonalityMax - A website build around a personality test tool was sold by auction for $245.000 on Flippa.
Example – PersonalityMax, a website built around a personality test tool was sold by auction for $245.000 on Flippa (source).

How do I Get Started?

Successful website flipping requires a combination of research, technical skills, and business acumen. By understanding the fundamentals of website flipping and following best practices, you can create a profitable business and generate a reliable income stream. 

Understanding how to code and design a website is important, but working with a web developer who has years of experience the in’s and out’s of how to build a website, and can help you create a more efficient and effective site that is more likely to attract potential buyers.

Here we’ll cover the six steps in starting a successful website flipping business.

1. Find Profitable Websites to Flip

Arguably the most important part of the website flipping business is how you go about finding the right domain to buy.

First and foremost, you should aim to focus on a niche that you are both familiar with and passionate about. Otherwise, you might struggle to understand the target audience and the potential growth opportunities.

Once you’ve found your calling, you’ll want to look for domains that satisfy the following criteria:

Established traffic and revenue streams

  • Use tools such as Google Analytics to assess a website’s traffic levels.
  • Look for sites with steady traffic and increase revenue over time.

High growth potential

  • For instance, websites in untapped markets are poised for growth in the near future.
  • Websites that are undervalued or under-monetized, e.g., a site with a large audience but no ads or a site with low traffic but high potential.
  • Look for areas where demand is increasing, but supply is limited.

Strong SEO

  • Websites with strong organic search rankings and high domain authority (DA) scores indicate a trusted reputation among search engines.
  • Use tools like Semrush to analyze the site’s backlink profile and consider whether there is room for improvement.
  • Check the website's on-page optimization, including keyword usage and metadata.
  • Look for sites with well-structured content, a consistent publishing schedule, and a clear focus on a specific topic.

Acceptable site performance

  • Check the website’s design and layout, including its mobile responsiveness and ease of navigation.
  • Use tools like Google PageSpeed Insights or GTmetrix to analyze the website's page load speed and identify any potential issues.
  • Consider the website's potential for improving its user engagement metrics, such as bounce rate and time on site.

In general, finding profitable websites in a competitive landscape requires extensive analytical research and a deep understanding of the target audience. Focusing on finding websites with established traffic (and high potential for growth) is much easier than building an online community from scratch. 

2. Assess the Risks of Buying a Website

SEMrush Website Traffic Analaysis
Example – SEM Rush helps you gauge the traffic performance of any website. The screenshot shows keyword analysis using a free SEMrush account > Try it out yourself here.

Regardless of your approach, you’ll want to look out for these red flags that are associated with problematic websites:

  • Declining Traffic: A website with a decreasing number of visitors over time may indicate that it's losing relevance or has been hit by a penalty from search engines.
  • Outdated Design: An outdated website design often hints that the site has not been maintained or updated regularly, which could result in a poor user experience.
  • Poor User Engagement: A website with a high bounce rate or low time-on-site metrics may signal that visitors are not finding the site's content engaging or useful.
  • Negative Reviews: Negative feedback from previous customers or visitors is likely to make a poor first impression on domain buyers.
  • Inconsistent Revenue: Inconsistent revenue streams are a red flag that suggests the website is not reliable or profitable, potentially pointing to a poor return on investment.
  • Black Hat SEO: Websites that use black hat SEO tactics such as keyword stuffing or buying links may be penalized by search engines, resulting in lower rankings and less traffic.
  • Content Duplication: Duplicate content or content scraped from other websites can prompt penalties from search engines and damage the website's reputation.

When it comes to website flipping, conducting thorough due diligence is crucial to ensure you are making a sound investment. Obviously, this will all be a learning process, but it’s best to err on the side of caution before making any purchase decisions.

Tip: Use these website traffic checker tools to analyze any website.

3. Improve the Value of the Website

Once you’ve acquired your chosen domain, it’s time to get to work on improving its value to potential customers. Here are some tips and strategies to consider:

Content Strategy

A well-planned content strategy is essential for attracting visitors to your site, improving engagement, and boosting your ranking in search engine results pages (SERPs).

Your priority here is to create high-quality content that specializes in website-specific topics. Do this successfully, and you’ll be converting site visitors into loyal readers in no time.

Of course, you’ll also want to follow best SEO practices, such as topic clustering, use of trusted backlinks, and long-tail keywords. To go one step further, you could also expand into new content formats, such as videos, as these can be embedded elsewhere on the Internet and generate more traffic.

Web App Deployment

One way to improve the value of a website is by developing a complementary web application.

For instance, if you run a recipe blog, you could create a mobile app that makes it easier for users to bookmark their favorite dishes or automatically create grocery lists. This can add value to your website and potentially attract a wider audience.

One option is to use a platform like Heroku, which simplifies the web app deployment process by managing your site’s infrastructure (think servers, databases, and networking). Another option is to use containerization tools like Docker, which allow you to package your app and its dependencies into a single unit that can be deployed on any website—which is great if you’re buying multiple domains at once.

Social Media Following

Websites with a strong social media presence often enjoy higher organic traffic and a boost to their perceived value from buyers. That’s why so many websites have a landing page for building email lists or prompting you to follow relevant social media pages.

Other methods for building a large online following include targeting relevant hashtags, engaging with your followers, and running promotions to attract new visitors. Alternatively, you could explore the route of buying Instagram followers or collaborating through advertising and affiliate marketing.

4. Prepare the Website for Sale

Now that you’ve optimized your website for flipping, there are several considerations before you actually list the domain for sale:

The Dos

  • Keep your financial records up to date: Prospective buyers will want to see the financial records of your site, including revenue, expenses, and profits.
  • Maintain a clean and organized website: A clean, organized website is more appealing to potential buyers.
  • Secure your website: Security is a major concern for website buyers, and many will disregard domains that don’t back up their data or have SSL certificates.

The Don’ts

  • Inflate your site's metrics: It can be tempting to exaggerate your site's metrics, such as traffic and revenue, to attract buyers. Of course, you’re going to get found out if you do this, and it could destroy your reputation on website-flipping platforms.
  • Neglect your site's maintenance: A site that has not been properly maintained is a major red flag for buyers. Keep your site ticking by implementing software updates and scrubbing through your content to remove broken links and errors.
  • Hide anything negative about your site: Being upfront about any issues with your site can actually build trust with potential buyers.

5. Choose a Website Flipping Platform

When it comes to selling your website, the opportunities are endless. You could set up your own platform for selling websites with an eCommerce sales funnel to attract buyers in your websites' niches, although this can be time-consuming if you're new to the scene. You can also reach out to buyers directly; however, this can be an arduous process. 

Alternatively, you may find it easier to list your website on an established flipping platform, such as:

  • Flippa: As the largest and most popular platform for buying and selling websites, Flippa has a large user base and a wide range of websites available for purchase.
  • Empire Flippers: A curated marketplace for online businesses, including websites. Their strict vetting process for buyers and sellers ensures that listings are legitimate and high-quality.
  • FE International: A platform specializing in the sale of established and profitable websites. They have a team of experts who assist with valuations, due diligence, and the sales process.
  • Motion Invest: A newer platform for selling smaller, niche websites. Benefits include a simple and user-friendly interface and relatively low fees compared to other platforms.

Every website flipping platform has pros and cons, and you’ll want to thoroughly research it by reading reviews from other sellers before listing your domain. Note that many platforms also charge a listing fee for sellers or take a commission on the sale price (or sometimes, both).

6. Scale Your Website Flipping Business

Scaling up your website flipping business requires you to go beyond simply buying and selling websites.

You’ll need to establish a process and a system to streamline your operations and maximize your profit potential. In short, if you want to scale up your website flipping business, you'll need to invest in data orchestration.

Data orchestration involves collecting and analyzing data to gain insights into every aspect of the website flipping pipeline. As you can imagine, you’ll need to use specialist tools to gather data from different systems to make it easily accessible. Some popular choices include Google Analytics, Mixpanel, and Heap.

You can think of these tools as if they’re the conductor of an orchestra, bringing together different instruments to create a beautiful symphony. The end result is a harmonious flow of information that can help businesses make strategic decisions and grow their website flipping business.

Specific use cases of data orchestration in website flipping

  • Optimize content: Website flippers need to ensure that the content on their sites is high-quality, engaging, and optimized for search engines. Data orchestration can help you identify which pages are performing well and which ones need improvement.
  • Monitor site performance: Automated tools can also help you monitor metrics such as page load times, bounce rates, and conversion rates. With these KPIs in one place, making data-driven decisions is much easier.
  • Analyze user behavior: See how long users stay on a page or which links they click to gain insights into user preferences and popular content.

As you scale up your website flipping business, it's important to remember that data orchestration is not a one-time event. Rather, you'll need to continually refine your strategy and processes to stay ahead of the competition. But with the right approach and mindset, you can leverage data orchestration to take your website flipping business to the next level.

Final Thoughts: Is Website Flipping Right for You?

In conclusion, website flipping can be a lucrative online business if done correctly. By identifying valuable opportunities, enhancing their value, and conducting due diligence, you can create a profitable business and generate a reliable income stream. To recap, the main stages of the website-flipping cycle are:

  • Identifying valuable opportunities: You’ll need to research niche markets, analyze website traffic, and compare revenue data across domain names and keywords.
  • Enhancing your investment’s value: To make your website attractive to buyers, you’ll next want to focus on improving its design, content, user experience, and search engine optimization (SEO).
  • Selling your website: Finally, you can list your website for sale on your own platform, a domain marketplace, or contact a third-party buyer directly.

It's also essential to understand the risks involved and stay updated with the latest industry trends and practices. So, whether you're just starting out or are a seasoned pro, it's always best to adopt a positive outlook and continuously expand your skill set.

Also Read

Photo of author

Article by Gregory Batchelor

Keep Reading