Centurica's Essentials Website Assessment

An overview of all the crucial information about a website for sale.

Our Essentials Website Assessment is a low cost alternative to our main Advanced Website Assessment. It's perfect for qualifying a business being sold at auction before making a binding bid, or as way to assess and qualify several larger acquisitions before choosing one to review in more detail. See what's included or download a sample report below.

  Order an Essentials Website Assessment - $149

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Domain and Server Assessments

A crucial part of staying safe in making your purchase is knowing exactly who owns the rights to the site(s) being sold. We look for current and past owners of the domain, highlighting any potential changes in ownership that may have happened recently.

Not only does this help verify ownership of the business, but it can also help alert you about ‘problem sites’ where someone has purchased the business, but quickly tried to resell it.

We also look at:

Domain and Server Checks
  • Restrictions on Ownership. Some domains have special restrictions on who can legally own them, putting your purchase at risk if you fail to meet those criteria.
  • Spam and Blacklist information. If the previous owner or someone using their server has recently sent a substantial amount of unsolicited email, this can negatively affect communication with your customers if you purchase the business. We look for evidence of the business appearing in spam and DNS blacklist databases.
  • The True Website Age. The age of the website isn’t always the age of the domain. We attempt to verify the true age of the website being sold. New sites tend to carry a much higher risk than those that have been operating for longer periods of time.

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On Site Checks

Most web-based businesses rely on search engines for at least some traffic. Failure to comply with their terms and policies can eventually result in a penalty or worse, a complete ban.

This causes lost traffic and lost revenue several months after you’ve made the purchase. We analyze several factors to assess the quality, compliance and uniqueness of the website being sold, reporting on any potential issues that would need correcting.

We also look at:

  • Potential Trademark Violations. Registered trademarks in the website’s name or its domain name are a serious threat to the business. The owner of the trademark could claim ownership of the domain name, or take legal action against you as the new owner.
  • Potential attempts to Falsify Analytics. Our sanity check on the website’s key visitor metrics attempts to benchmark the site against industry averages. This can flag situations where low quality content leads to poor engagement or where the seller has modified their analytics code to deceive potential buyers.
On Site Factors

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Traffic and Marketing

Traffic and Marketing Assessments

Loss of traffic and ultimately loss of revenue is one of the most common ways a new purchase will fail within the first 12 months of ownership. Many of the causes for traffic loss can be identified before the site is sold. Our Traffic and Marketing assessments give you a basic overview of potential issues that could cause the site to see a decline in visits.

We also run a basic analysis on the website’s backlink profile to give an early indication of any issues that are likely to pose a risk to the website’s long-term search traffic sustainability.

Revenue and Monetization Checks

In addition to analyzing every traffic source to the website, no assessment would be complete without a thorough overview of each revenue source too. We examine all main revenue sources in detail, looking at their contribution and sustainability to identify risky or short-term streams of cash-flow.

We also look at:

  • The Transferability of Revenue Accounts. Often unknown to potential buyers, some revenue accounts cannot be transferred, only recreated. At best, this will only mean loss of history (affecting the resale value of the business you’ve purchased) but worse-case scenario can mean loss of customers or subscribers too.
  • Revenue Metrics. We assess the website’s key revenue metrics against industry standard benchmarks. This helps to potentially identify situations involving inaccurate, inflated or fraudulent claims made by the seller.

If you would like us to verify that the actual numbers supplied are correct and accurate, take a look at our Due Diligence and Live Verification package.

Revenue and Monetization
The Seller

Information about the Seller

We carry out a basic background check on the seller to find other websites or web-based businesses that they may own, regardless of whether they’ve been disclosed.

In addition to potentially competing with the business they’re selling, other sites they own in the same niche may contain backlinks to, or provide traffic for the site being sold. If you made the purchase and those links were removed, this can have a detrimental effect of your new investment’s traffic.

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Download a free sample Essentials Website Assessment

Sample Report

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