Wondering what your website is worth — or what a competitor might sell for? We fed the same 25 domains into 7 different free value calculators and compared their estimates against actual Empire Flippers and Flippa sale prices. Here's the ranking, plus a practical formula you can apply yourself using any free website traffic checker.
How Website Valuation Actually Works
Marketplace valuations in 2026 are driven by a single formula:
The multiple depends on:
- Niche — SaaS trades at 40×–60×, content sites at 24×–36×, thin niche sites at 18×–24×
- Traffic trajectory — trending up = premium, flat = average, declining = discount
- Revenue diversification — 5 income streams > reliance on AdSense alone
- Domain authority and backlink strength — DR 50+ sites command higher multiples
- Owner involvement — fewer hours required = higher multiple
Scored Ranking of 7 Free Calculators
| Tool | Accuracy vs Marketplace | Sign-up | Methodology |
|---|---|---|---|
| SiteWorthIt | ±22% avg | None | Live traffic × niche RPM × multiple |
| Worth Of Web | ±41% avg | None | Legacy Alexa-style model |
| SiteWorthChecker | ±38% avg | None | Backlink-weighted traffic model |
| Flippa (auto-estimate) | ±28% avg | Yes | Comp-based (own marketplace sales) |
| Empire Flippers Valuation | ±19% avg | Yes + P&L | Human-assisted, requires earnings proof |
| Siteprice.org | ±55% avg | None | Outdated traffic ranks |
| Urlrate.com | ±60% avg | None | Simple pageview × CPM |
1. SiteWorthIt Value Calculator
Best Overall — SiteWorthIt
Free: Yes, unlimited Sign-up: None Accuracy: ±22% avg
SiteWorthIt combines live traffic estimation (via our website traffic checker), niche-specific RPM tables, and marketplace-calibrated multiples into a single real-time valuation. It's the only free tool that shows traffic, revenue, and value together on one screen, with zero sign-up.
2. Empire Flippers Valuation Tool
Most Accurate — EF Valuation
Free: Yes, but requires earnings proof Accuracy: ±19%
Empire Flippers' tool is human-reviewed and fed by their own 8-figure marketplace data. Accuracy is excellent if you can hand over audited P&L screenshots. Not suitable for checking competitor sites.
3. Flippa Auto-Estimator
Flippa's automated valuation is surprisingly solid because it's comped against 100,000+ real marketplace sales. Requires a free account; only works on domains you can verify ownership for.
4. Worth Of Web
A legacy tool. Still popular, but the underlying traffic model is stale (built on pre-2020 Alexa-style rank data). Expect to be off by 30–40% on most sites.
5. SiteWorthChecker
Backlink-heavy methodology. Reasonable for authority sites, weak for brand-led and direct-traffic sites.
6–7. Siteprice.org & Urlrate.com
These are legacy SEO-tool relics. Their numbers look authoritative but are wildly inflated — don't use them for any real decision. They score worst in accuracy tests because they haven't been updated in years.
Quick DIY Valuation You Can Do in 5 Minutes
- Run the site through a free website traffic checker to get estimated monthly visits.
- Multiply by niche RPM (from our revenue guide) to get monthly gross revenue.
- Subtract 20% for running costs → monthly net profit.
- Apply a multiple: 24× for flat traffic, 30× for stable growth, 40× for strong growth in a premium niche.
- Adjust down 20% if revenue is 80%+ one channel; up 15% if diversified.
When to Trust Calculator Output
Trust it for directional "is this a $5k, $50k, or $500k site?" decisions. Don't trust it as the sole basis for an acquisition — always:
- Demand Google Analytics read-only access
- Request 12 months of AdSense / affiliate / Stripe statements
- Check Flippa and Empire Flippers for comps in the same niche