Customize Your Checklist
How It Works
Choose the type of online business you are evaluating.
Select which due diligence areas to include.
Download a comprehensive, itemized checklist with verification steps.
Over 40% of website buyers regret skipping proper due diligence. Our checklists cover every angle so you buy with confidence.
Verification Points Per Checklist
Due Diligence Categories
Each category contains specific verification items tailored to your asset type and price range.
Financial Review
Verify revenue and expense claims against bank statements, payment processor records, and tax returns. Check for revenue concentration risk, refund rates, and profit margin stability over the trailing 12 months.
Traffic & Analytics
Demand read-only Google Analytics access to verify traffic claims. Check traffic sources, geographic distribution, bounce rates, and trend direction. Look for traffic declines, seasonality patterns, and single-source dependency risks.
Technical Audit
Review the technology stack, hosting provider, CMS and plugins, database health, SSL certificates, page speed scores, mobile responsiveness, security vulnerabilities, backup systems, and any custom code quality.
Legal & Operations
Verify business formation, contracts, Terms of Service, privacy policy compliance (GDPR/CCPA), trademark and IP ownership, employee/contractor agreements, and any pending or past legal disputes. Check for compliance with ad network and affiliate program terms.
Due Diligence FAQ
What is due diligence when buying a website?
Due diligence is the process of verifying all claims a seller makes about their online business before you complete the purchase. It involves reviewing financial records, traffic data, technical infrastructure, legal compliance, and operational processes. Skipping or rushing due diligence is the number one cause of buyer regret in digital asset acquisitions.
How long does website due diligence take?
For a standard content site or eCommerce store under $25,000, expect 5-10 business days. For SaaS businesses and higher-value acquisitions ($100K+), due diligence can take 2-4 weeks. The timeline depends on the seller's responsiveness, complexity of the business, and how many verification items you need to review. Always include due diligence terms in your Letter of Intent.
What documents should I request from the seller?
Request: 12+ months of bank statements and payment processor reports, Google Analytics read-only access, tax returns (if available), profit and loss statements, affiliate network reports, hosting and domain registration details, list of key service providers, employee/contractor agreements, and any existing financial or operational documentation. For SaaS businesses, also request MRR/ARR reports and churn analytics.
What are the biggest red flags in due diligence?
Major red flags include: traffic declines of 30%+ year-over-year, revenue concentration (80%+ from one source), refund rates above 10% for eCommerce, high owner dependency (no SOPs, owner handles everything), lack of traffic diversification (SEO-only with no email or direct traffic), expired or soon-to-expire key domains, and refusal to provide read-only analytics access. Trust your instincts — if something feels off, investigate further.
Do I need an escrow service for website purchases?
Yes, always use an escrow service for any website purchase over $500. Escrow protects both buyer and seller by holding funds until all transfer conditions are met. Empirelytics recommends Escrow.com for transactions over $5,000. For smaller purchases, use PayPal Goods & Services or a platform like Empirelytics that provides built-in transaction protection and structured deal management.