After roughly 300 website deals and more than $7 million in sales, Joe Burrill has learned what makes one website highly valuable while another struggles to find a buyer.

In this episode, Matt Raad sits down with Joe to unpack what buyers are actually looking for in today’s market.

Joe shares the story behind a $275,000 all-cash website sale at approximately a 3.3x multiple and explains why the buyer valued far more than just the site’s current earnings.

They discuss the importance of brand, authority, traffic diversification, editorial teams and assets that are difficult for competitors to replicate.

Joe also explains why valuation multiples can range from just 1–1.5x for riskier, single-source businesses to 3–3.5x or more for stronger diversified websites.

You’ll also hear what private equity buyers look for, the mistakes that can destroy a website’s resale value, and how AI is changing what makes a digital asset attractive.

If you own websites, want to buy one, or want to build something you can eventually sell, this episode gives you a look at the market from someone who has spent years doing the deals.

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