Buying a Domain or Website: What to Check First

A website or webshop can look convincing from the outside — nice design, seemingly good traffic — and still hide problems that only show up after the handover. Here's what you should investigate before buying.

Is the traffic real?

Always ask for direct access (or a timestamped screen recording) to Google Analytics or similar, rather than relying only on screenshots from the seller. Look at whether the traffic looks natural — evenly distributed over time, a reasonable mix of traffic sources, and a realistic bounce rate. Sudden spikes in traffic with no clear cause (e.g. a viral mention) can be a sign of bought or artificial traffic.

Does the domain have a clean history in Google?

Check the domain's history via the Wayback Machine to see what the site was previously used for — some domains have a past involving spam or misleading content, which can have damaged their reputation with Google. If the domain has been hit with a manual action or algorithmic penalty, it can take a long time to rebuild trust, even after a change of ownership.

Are the legal aspects of the domain in order?

Check whether the domain name resembles a registered trademark or a well-known company name — at worst, this can end with you losing the domain after a dispute. Read more about how domain names and trademarks relate before you buy.

What about the revenue sources?

• Does earnings depend on a single ad partner or affiliate deal that can be terminated without notice?
• Is it recurring revenue (subscriptions) or one-off purchases?
• Do the stated revenue figures match what can actually be verified in accounts or bank statements?

What should be included in the deal itself?

Get written confirmation of exactly what's being transferred: domain, code and database, content, customer data (GDPR-compliant), social media, and any ad accounts. See our checklist for a proper website handover, so you know what to ask for as a buyer.

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Frequently asked questions

How do I check whether the traffic on a website I want to buy is real?

Ask for direct access to Google Analytics rather than just screenshots, and check whether traffic is evenly distributed over time with a realistic bounce rate. Sudden spikes with no clear cause can be a sign of bought or artificial traffic.

How do I find out if a domain has a clean history in Google?

Check the domain's history via the Wayback Machine to see what the site was previously used for. If it's been hit with a manual action or algorithmic penalty, it can take a long time to rebuild trust with Google.

What should I get in writing when buying a website?

Get written confirmation of exactly what's being transferred: domain, code and database, content, customer data (GDPR-compliant), social media and any ad accounts, so there's no doubt after the deal is done.