Are you thinking of buying a turnkey site? Before you take the plunge, take the time to identify the most common mistakes. Here are the 7 mistakes to avoid if you want to buy a website with confidence and, above all, profitability.
1. Do not check traffic sources
A site may look promising with thousands of visitors a month… but where do they come from? Many novice buyers forget to dig into the quality and provenance of their traffic. As a result, they end up with a site that depends on a volatile source (e.g. social networks, Reddit, Pinterest) or an artificial one (purchased traffic or bots).
What to do:
- Request access to Google Analytics or Matomo.
- Require temporary read-only access to the accounts concerned.
- Analyze the breakdown: organic, direct, social, referral... Diversified traffic = a more stable site.
2. Believe posted revenues without proof
A site can rank well today… but be on the verge of collapse tomorrow.
If its SEO is based on dubious practices, or if it’s the victim of a Google penalty, you could lose all your traffic overnight.
What to do:
- Request actual payment statements (Stripe, PayPal, advertising reports, etc.).
- Use tools such as Similarweb or Ahrefs to validate figures.
- Check consistency between traffic, conversion rates and advertised revenues.
3. Forgetting to audit your site's SEO
If the site is advertised as “profitable”, ask for proof.
All too often, the revenues shown are embellished (or downright fictitious). A simple screenshot is not enough.
What to do:
- Scan the site with a tool such as Semrush, Screaming Frog or Sitebulb.
- Check backlinks profile (quality, diversity, anchors...).
- Evaluate site structure, Hn tags, loading speed and duplicate content.
4. Not understanding the monetization model
A site that’s profitable today may not be tomorrow if you don’t master how it generates money. Adsense, affiliation, lead sales, subscriptions… each model has its own specificities.
What to do:
- Request a breakdown of revenues (by page, product or source).
- Ask yourself: how can you develop this model over the coming months?
- Choose a model you can use (e.g. if you're not familiar with emailing, avoid complex funnels).
5. Neglect the technical side
Just because a site “works” doesn’t mean it’s well designed. You could inherit an obsolete CMS, an unmaintained theme or unstable hosting.
What to do:
- Check CMS (WordPress, Shopify, Webflow...), versions used
- Test site speed (Google PageSpeed, GTmetrix).
- Ask for a technical report or hire a freelancer if necessary.
6. Failure to verify rights and ownership
You need to be sure that the site you’re buying actually belongs to the seller… and that he has all rights to the content (texts, images, databases, software).
What to do:
- Checks domain ownership via WHOIS.
- Requires a full assignment clause with associated rights.
- Beware of sites that use royalty-free images.
7. Buying without a post-purchase plan
Once you’ve got the site, what are you going to do with it? Many people buy without knowing how to maintain or develop the site. This is a mistake that often leads to rapid abandonment or loss of profitability.
What to do:
- Prepare an action plan for the first 90 days (content, SEO, conversion...).
- Define your KPIs (traffic, revenue, engagement) to track progress.
- If necessary, surround yourself with freelancers, copywriters, developers, etc.
Conclusion
Buying a profitable website can be a lever for rapid growth, provided you avoid the classic pitfalls. Take the time to do your due diligence, understand the business model and, above all, plan for the aftermath.
Discover our comparison of the best platforms for buying and selling a profitable website and find the one that suits your investor or entrepreneur profile.
FAQ - What you need to know before buying a website
Before buying a website, it's crucial to check :
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real profitability (net profit including expenses) ;
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traffic (origin, volume, trends via Google Analytics) ;
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backlink profile and SEO health ;
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intellectual property (content, domain names, images);
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site history (via Wayback Machine or SEO audit tools).
Ask for proof of revenue (screenshots, Stripe/PayPal exports, balance sheet), cross-check with traffic, and analyze customer acquisition cost (CAC) and margin. A site may appear profitable, but hide high advertising costs or unqualified traffic.
Yes, if it's not properly audited. The main risks: falling traffic, overvalued revenues, dependence on a single source (SEO, ads...), or legal disputes. A technical, SEO and legal audit is strongly recommended before any transaction.
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Check whether the site has suffered a penalty (Google update, toxic link);
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Audit on-site SEO (content, meshing, loading time...) ;
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Diversify traffic sources (newsletter, social networks, SEA);
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Re-engage existing customer base where possible.
Absolutely. A contract protects the buyer and defines :
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what is sold (site, customer base, content, domain name, etc.) ;
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guarantees on the data and results provided;
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any non-competition or accompanying clauses;
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recourse in the event of a dispute.