How to Value a Website or Domain

Where a physical business is typically valued based on EBITDA and industry multiples, a website or domain is a slightly different discipline. Here are the factors that actually matter for the price.

For income-generating websites: earnings are the starting point

As with other businesses, valuing an income-generating site often starts with a multiple of monthly or annual net earnings. The multiple is affected by how stable and diversified the earnings are — a site with one big ad source is more vulnerable (and therefore lower value per krone earned) than a site with several independent revenue streams.

What factors push the value up?

• Stable or growing organic traffic — see also our article on how Google ranking affects price
• Several independent revenue sources rather than one vulnerable source
• A domain with age and history, with no prior Google penalties (e.g. from link spam)
• A broad, engaged audience — newsletter list, social media, or repeat visitors
• Well-documented figures that are easy for a buyer to verify

What factors pull the value down?

• All traffic comes from paid advertising that stops the moment the budget does
• Earnings are declining or highly unstable month to month
• The domain has a history of Google penalties or suspicious link-building
• The site is heavily dependent on a single partner or advertiser

What's a bare domain (with no content) worth?

The value of a bare domain mainly depends on the length of the name, how easy it is to remember, whether it matches a popular search term, and the domain's age. Short, generic .dk domains with a relevant keyword can be valuable — but remember that specific rules apply to when you're even allowed to sell a domain with no content. Read more in our walkthrough of the rules for selling .dk domains.

Should I use a tool or get a manual assessment?

Our valuation tool gives you a quick estimate based on earnings and industry. For a more complex site with multiple revenue sources, a manual review as part of our Advisory & Mediation package can give a more precise picture.

Frequently asked questions

How is an income-generating website valued?

Typically based on a multiple of monthly or annual net earnings. The multiple is affected by how stable and diversified the earnings are — a site with several independent revenue sources is worth more than one with a single vulnerable source.

What pulls a website's value down?

If all traffic comes from paid advertising, if earnings are declining or unstable, if the domain has a history of Google penalties, or if the site is heavily dependent on a single partner or advertiser.

What is a bare domain with no content worth?

The value mainly depends on the length of the name, how easy it is to remember, whether it matches a popular search term, and the domain's age. Remember also that specific rules apply to when you're even allowed to sell a domain with no content.