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| Siteprice.org | ±55% avg | None | Outdated traffic ranks |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