Questions to Ask Before Buying a Website: 40 Questions and Red Flags

Buying a website is buying someone else’s history. The seller knows every weak point; you only see what is shown. Good questions close that gap. This guide lists the questions to ask before buying a website, why each one matters, and the answers that should make you slow down, renegotiate or walk away. Use it as a script for your first call with the seller.

How to use these questions

Send the list in writing before your call so the seller can prepare documents, then go through the answers live. Written answers are useful later: if a statement turns out to be false, you have a record. Not every question applies to every site; skip the ones that do not fit, but never skip a whole section.

Questions about the seller and the reason for selling

1. Why are you selling? Common honest answers: a new project, lack of time, a career change, consolidating a portfolio. Be careful if the answer is vague or if the timing matches a recent drop in traffic.
2. How long have you owned the site, and did you build it or buy it? If they bought it, ask what it looked like then and what changed.
3. Do you own other sites in the same niche? A seller who keeps a competing site may compete with you after the sale.
4. Will you sign a non-compete agreement? A reasonable non-compete protects the value you are paying for.
5. Will you offer support after the sale? A period of handover support, such as 30 days of answering questions, is a good sign.

Questions about revenue

6. Can you show every revenue account live, with the site attached? Refusal is a serious red flag.
7. What are the monthly revenue and expenses for the last 12 to 24 months? Ask for a profit and loss statement.
8. Which revenue sources transfer to me, and which require a new application? Some affiliate accounts and ad networks are not transferable.
9. What share of revenue comes from the top source, product or page? High concentration means higher risk.
10. Have any commission rates or ad rates changed recently? A recent cut may not yet show in the numbers.
11. Are there refunds, chargebacks or reversals? Gross revenue can hide them.
12. Do you spend on advertising? Paid traffic is an expense that must appear in the statement.

Our guide on how to verify website revenue before buying explains how to check these answers at the source.

Questions about traffic and SEO

13. Can I have read-only access to analytics and Search Console?
14. What caused the biggest rises and drops in traffic? Compare the dates with known search engine updates.
15. Have you bought links, guest posts or traffic? Paid link schemes can lead to penalties later.
16. Has the site ever had a manual action or security issue?
17. Which pages bring the most traffic and revenue?
18. When were the top pages last updated? Outdated top pages are a short-term risk.
19. How much traffic comes from social media, and from whose accounts? Personal accounts usually do not transfer.
20. Is there an email list, and how was it built? Lists built without clear consent can be a legal problem.

See how to check website traffic before buying for what to look for in the data.

Questions about operations and workload

21. How many hours a week do you spend on the site, and on what?
22. Who creates the content, and at what cost? Freelancers who do not continue after the sale can create a gap.
23. Which tools, plugins and subscriptions does the site use? Get the list and the monthly cost of each.
24. Who are the key suppliers or partners? For e-commerce: suppliers, shipping, inventory and lead times.
25. Is there customer support, and how much? Support volume tells you a lot about workload and product quality.
26. What would you do next if you kept the site? The answer often reveals easy growth opportunities, or problems the seller avoided.

Questions about assets and ownership

27. Where is the domain registered, and is it in your name?
28. Where is the site hosted, and can the hosting be transferred or migrated?
29. Is all content original, and do you own the rights to images and media?
30. Are there trademarks, logos or brand assets included?
31. Which social accounts, email lists and software licences are included?
32. Are there any contracts that transfer with the site? Sponsorships, advertisers, suppliers.
33. Is there any pending dispute, legal claim or copyright complaint?

Questions specific to affiliate websites

34. Which affiliate programs do you use, and are they open to new publishers? If a program is closed to new applicants, you may lose that income.
35. Are your affiliate links managed with a plugin so they can be updated in one place?
36. Do any programs require you to disclose affiliate links in a specific way? Compliance problems can lead to account closure.
37. Have you ever been suspended or warned by an affiliate program?

Questions about the sale itself

38. How did you arrive at the asking price? A clear answer based on profit and a multiple is a good sign. You can test it with the SitExit valuation calculator.
39. Will you use a third-party escrow service? A seller who refuses escrow is asking you to take all the risk.
40. What exactly is included in the sale, in writing? Agree on a full asset list before paying.

Red flags in the answers

Answer or behaviour	Why it matters
Only screenshots, no live access	Numbers cannot be verified
“I don’t track my expenses”	Profit is probably overstated
Revenue spiked just before the sale	The price may be based on a temporary peak
Traffic dropped after a search update, and the seller avoids the topic	Rankings may keep falling
Refuses escrow or wants payment first	High risk of losing your money
Pressure to close within days	Not enough time for due diligence
Bought links or traffic, and downplays it	Possible future penalty
Key revenue depends on the seller personally	Income may not survive the transfer

Good signs in the answers

• The seller offers access before you ask for it.
• Numbers in the statement match dashboards and bank deposits.
• The seller explains weaknesses openly, not only strengths.
• There is a written list of assets, costs and processes.
• The seller agrees to escrow, a handover period and a reasonable non-compete.

After the questions: what comes next

Once you have the answers, compare them with the data, then decide on price and terms. If some answers raised doubts, you can still go ahead with protections: a lower price, part of the price paid later if revenue holds, or a longer support period. When everything checks out, plan the handover with our website ownership transfer checklist.

Frequently asked questions

Should I send the questions in writing or ask them on a call?

Both. Send them in writing so the seller can prepare, then go through them on a call where you can ask follow-up questions and see dashboards live.

How long should due diligence take?

For a small site, a few days to two weeks is common. Larger or more complex businesses can take several weeks. Do not let a seller rush you.

What if the seller refuses to answer some questions?

Some information, such as other business interests, may be private. But refusals on revenue, traffic, ownership or escrow should end the conversation or sharply lower the price.

Are these questions enough for a large acquisition?

For larger deals, add legal, tax and accounting reviews by qualified professionals. This list is a strong starting point, not a substitute for professional advice.

Key takeaways

• Ask about the seller, revenue, traffic, operations, assets and the sale itself.
• Get answers in writing and verify them against live data.
• Watch for red flags: no live access, recent spikes, refusal of escrow, pressure to close.
• Use the answers to adjust price and terms, not only to say yes or no.

Find businesses where the key numbers are already on the table: browse websites for sale on SitExit, or set up a deal alert for your budget.