Website Due Diligence Checklist of 13 Items for Website Buyers

Many site consumers whole their due diligence and wonder whether they’ve checked the entirety. This reasons many consumers, particularly green consumers, to freeze up, and grasp off on transferring ahead to near the site acquire. Indecision can kill nice funding alternatives. There’s a time for due diligence and there is a time to near a deal.

Every site is other however all of them have equivalent pieces {that a} purchaser should test throughout the due diligence procedure. The checklist under isn’t an exhaustive checklist as a result of a site will have further pieces that want verifying. But, on the very minimal, it’s necessary {that a} purchaser test this stuff under.

I’ve defined a tick list of 13 pieces that each beginner site purchaser or skilled site purchaser should test ahead of obtaining a site. The analysis equipment integrated inform the patron the place to visit analysis and test this stuff.

1. Whois

Check the possession knowledge publicly to be had at the area identify. It’s vital to start out by means of setting up that the vendor legally owns the area identify and site that he is promoting.

This might sound glaring however, as a purchaser, that is the place you should start your due diligence. Don’t simply suppose that the vendor is the felony proprietor of the site. Verify it. If the Whois knowledge is personal, then have the vendor ship you emails from the particular area identify to end up that he owns it.

You can use for this analysis.

Whois will even come up with further main points corresponding to when the area identify was once registered or got by means of the site vendor. This must fit the vendor’s claims relating to how lengthy he has owned and operated the site trade. You too can test the site’s historical past the use of which we will talk about under.


It’s vital to know the way lengthy the site has been on-line and what it gave the impression of up to now. Enter the site URL in’s seek engine to drag up its historic data. crawls and retail outlets snapshots of internet pages. This will let you know when the site was once in truth introduced, which is frequently other from the registration date of the area identify. And it is possible for you to to peer what the site gave the impression of up to now.

This will provide you with a just right sense of the historical past and expansion of the site. The knowledge you glean right here must fit any claims made by means of the site vendor in regards to the historical past of the site.

3. Traffic

Check site visitors numbers for the site by means of inquiring for read-only consumer get admission to to the site’s site visitors account. The vendor will upload your e-mail cope with to its site visitors account corresponding to Google Analytics. You might view knowledge however you’ll no longer have the Administrator’s skill to edit any settings.

In this fashion, you’ll log in, click on round, and dig throughout the knowledge to make sure that it fits the site visitors claims made by means of the vendor.

4. Financials

Just as with Traffic, you should test the financials of the site. The way of verification is determined by how the site earns and receives its cash in addition to how at ease the vendor is in providing you with direct get admission to to his monetary knowledge.

If the site makes cash by means of Google AdSense, as with Analytics, the vendor can provide you with restricted consumer get admission to to the knowledge. You can log in and test it. If the site receives PayPal bills, a equivalent consumer get admission to way can be utilized. Most on-line cost programs have related consumer get admission to options {that a} purchaser can use to make sure monetary knowledge.

In different instances, you might want to test bank card statements, financial institution accounts, tax statements, or audited financials. In some instances, a vendor can ship you data at once from his monetary establishment.

Some dealers favor to make use of video conferencing or shared laptop displays (by way of Skype or GoToMeeting) to log in to their accounts themselves and display consumers all of the knowledge that the patron needs to peer. In this fashion, the vendor does not give the patron direct get admission to to his monetary accounts however the purchaser can nonetheless see and test the knowledge.


It’s additionally vital to determine what different site belongings are owned by means of a site vendor. A purchaser must to find out if the vendor owns different equivalent web pages that would compete with the site being bought to the patron.’s analysis instrument supplies knowledge on different on-line belongings that belong to the similar proprietor. A consumer merely has to go into the URL of the site he desires to investigate.

More frequently than no longer, dealers will personal different web pages. It’s vital that the patron uncovers whether or not some of these web pages proportion prices corresponding to site webhosting. Or whether or not all of the web pages’ revenues are mixed and reported in the similar monetary account corresponding to having one AdSense account for a couple of web pages.

In this fashion, the patron can obviously separate those revenues and prices from the site that he is excited about and get a transparent image of its unbiased financials.

6. Backlinks

Backlinks inform a purchaser how common the site is on-line. The upper the selection of back-links, the upper the site ranks with search engines like google and yahoo, and most often, the upper the site visitors.

Unfortunately, there are a large number of back-link verification equipment they usually all ship other effects. So it is best to make use of they all to know all of the portfolio of back-links which might be pointing to the site.

A purchaser can use Majestic search engine optimization, Open Site Explorer (Moz), Alexa, and Google Webmaster Tools to make sure back-links. The effects from each and every useful resource might be very other. The purchaser can click on on back-links to determine which web pages connected to the site on the market. Backlinks from top authority web pages are very precious.


The final thing any site purchaser desires is to procure a site and its area identify and uncover that the area is fascinated by some uncomfortable felony state of affairs.

The reason consumers achieve site belongings and no longer registered companies (corresponding to partnerships or firms) is in an effort to steer clear of inheriting any trade liabilities. Similarly, a site asset purchaser does not need to achieve felony issues {that a} area identify could also be fascinated by.

A handy guide a rough UDRP seek will inform a purchaser if there are any previous or present felony problems pending associated with the area identify.

8. Patents & Trademarks

A site sale might contain the acquisition of registered patents or logos owned by means of the vendor. If the patron might be obtaining this highbrow assets within the site bundle, he must test the standing of those registrations.

Where those patents and logos had been registered will resolve the place the patron plays his analysis. The biggest public databases are United States Patent and Trademark Office (United States), Canadian Intellectual Property Office (Canada), and Office for Harmonization within the Internal Market (European Union). Other international locations have their very own highbrow assets databases.

A purchaser must test that the site vendor is the felony registrant of the patents or logos by means of looking out those databases.

9. Copyscape

When obtaining web pages which might be article-driven, because of the top degree of content material robbery on-line, it is all the time a good suggestion to accomplish Copyscape analysis.

This will determine whether or not the site has distinctive content material or whether or not the content material was once plagiarized from some other site.

10. Domain Name Appraisal

If the website for sale was once constructed on a top class area identify, you must determine what the area identify by myself is value. A site identify appraisal could also be vital.

Both purchaser and vendor might go for a proper in-depth appraisal file as supplied by means of Sedo or Moniker. Or they might carry out a snappy automatic appraisal the use of on-line services and products corresponding to Estibot and Automated value determinations have a tendency to be much less correct than formal value determinations however they are able to once in a while supply an affordable value vary for the area identify.

If the area identify had modified arms in a prior sale, figuring out the previous sale value is perfect to accomplish a site appraisal. This value might be exposed from historic data to be had at NameBio, Estibot, Sedo, or DNJournal.

11. Google Penalty

Due to the large significance of Google’s seek engine site visitors to maximum web pages, it is a good suggestion to make sure that the site has no longer been penalized or deindexed by means of Google’s seek engine.

There are a large number of unfastened on-line analysis equipment that may test this together with Pixel Groove’s Sandbox and Penalty Checker.

12. Registered Users and Subscribers

Most web pages have a listing of e-mail subscribers or registered participants. It’s vital to test those e-mail advertising and marketing accounts to make sure the selection of participants claimed by means of the vendor.

Most e-mail advertising and marketing services and products corresponding to MailChimp and Constant Contact have options that let an Administrator so as to add customers with restricted get admission to. A purchaser can also be added as a consumer to log in and test the knowledge. Or a vendor can use video conferencing to turn and end up those numbers to the patron.

13. Check Forums

Most site homeowners and site customers are registered participants of boards associated with the site’s area of interest. Visiting boards is a good way to know what folks “in the street” take into consideration the site and its merchandise or services and products.

A easy Google seek of the site URL will generally deliver up any discussion board pages the place the site has been mentioned up to now. What’s nice about boards is {that a} purchaser additionally will get to peer the dates when the discussion board feedback had been posted. It tells a purchaser what the sector available in the market thinks concerning the site, just right or unhealthy, through the years.

These are 13 pieces that each site purchaser should test throughout due diligence and those are the equipment to make use of to accomplish those due diligence duties. Combine those with a little bit common-sense and any purchaser can, and can, carry out correct due diligence briefly on any site.