Ep 262: Buying Content Websites & Quitting The 9-5 with Stacy Caprio

Are you tired of the daily grind and stuck in the 9-5 monotony? Imagine a life where you can break free from the traditional work routine and achieve financial independence through buying content from websites.

Today, Jaryd Krause and Stacy Carpio shared their transition from being employees to online entrepreneurs. And how can you do the same? 

Stacy is a multifaceted entrepreneur and website investor who owns Her.CEO, a community for website investors and online business owners. Having invested her profits in real estate, she currently manages a duplex in Georgetown, TX, and is actively involved in both website and real estate investments. 

Stacy shares her journey into investing in online businesses. Why did she want to make money online? How many online businesses has Stacy bought? What are her favorite types of online businesses and why? What is the hardest part about due diligence?

Stacy also reveals the strategies for growing her content sites. How many sites has she sold and for how much? What did she learn about selling them? 

Lastly, Stacy gave a piece of advice for first-time buyers.

Do you want to quit the 9-5 and live life on your own terms? This episode can help you decide. Watch it today!

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Episode Highlights

02:50 Stacy’s journey to being an online businesses owner 11:26 The rise and fall of multiples for online businesses 16:34 The pitfalls of juggling multiple businesses 23:01 Strategies for identifying high RPM businesses 29:10 Seizing real estate opportunities in a changing financial climate 32:36 How do you get your business ready to sell? 39:50 Where can you find Stacy?

Courses & Training

Courses & Training

Key Takeaways

➥ Stacy reveals her tendency to start multiple projects, estimating that around 70% get discarded after realizing they aren’t viable. She emphasizes the importance of having fewer focuses and prioritizing working projects.

Jaryd reflects on his past experience of holding onto businesses that slowly died off, suggesting the importance of recognizing when to sell assets for optimal outcomes. 

➥ Stacy expresses a preference for ad-based content websites when buying or building. She appreciates their high profit margins, scalability through SEO, and quick revenue wins through optimizations like changing ad networks and placements.

About The Guest

Stacy Caprio is a website investor, entrepreneur and owner of Her.CEO, a community for website investors and online business owners. She invested her profits from website investing into a Georgetown, TX, duplex a few years ago and now invests in websites and real estate.

Stacy is also a realtor in Austin, TX and the owner of Heart of Austin Homes. In her free time, she likes to play with her parent’s dog, Cooper, and run or walk on the Austin Riverwalk a few steps from her condo. You can ask her any question about investing in websites or real estate and she will be happy to help.

Connect with Stacy Caprio


Jaryd Krause:

Businesses and investments get cheaper when inflation decreases and interest rates rise. We are now in a buyer's market. Hi, I'm Jaryd Krause. I'm the host of the Buying Online Businesses Podcast. And today I'm speaking with Stacy Caprio, who is a website investor, entrepreneur, and owner of Her.CEO, where she talks about making money online.

Now she's invested her profits from website investing into a Georgetown, Texas, duplex a few years ago, and now she invests in websites and real estate. Stacy is also a realtor in Austin, Texas, and she's the owner of Heart of Austin Homes.

And in her free time, she likes to walk her parents' dog, Cooper, or run or walk around the Austin River Walk, which is very close to where she actually lives. And she talks about buying websites and also real estate, and she's happy to help with anything around that area.

Now, in this podcast episode, Stacy and I talk about what it's like to work in the corporate world and make the transition from the corporate world to making money online and working for yourself. I also share my experience of commuting and the pains of working for somebody else and how you can get the courage to use that to start doing your own thing.

We also talk about the first website she ever bought, what she learned from it, and why it was a bit of a flop. Then we talk about other websites that she bought, what she learned from them, and what she learned through due diligence. She gives you advice and we share a bunch of advice on due diligence and what to do when you're buying a website because you don't want to get taken advantage of or scolded.

We also talk about what she does now—not so much buying websites, but starting from scratch and growing them—and how long it takes to find out which sites are worth continuing on, which can be many years. And then also what percentage of sites she doesn't continue working on that are a bit of a flop? And she pushes them to the wayside.

And as you can imagine, it is alarming that we know that most startups don't actually succeed. So you need to start with a large portion size and dwindle your way down to finding those one or two that actually do work and be very patient in that aspect too.

We also discuss her experience selling a site, what you should do if you're going to sell a site, and so much more in this podcast episode. We talk about market fluctuations, prices, multiples, buying at the right time, and understanding market cycles. There's so much value here.

Before we get started, make sure you get my due diligence framework. It's what I use and what my clients use to take the guesswork out of buying businesses, save people millions of dollars and make people millions of dollars. So make sure you get that at buyingonlinebusiness.com/freeresources. And now let's dive into the pod.

Do you have a website you might want to sell either now or in the future? We have a hungry list of cashed up and trained up buyers that want to buy your content website. If you have a site making over $300 per month and want to sell it, head to buyingonlinebusinesses.co/sellyourbusiness. Or email us at [email protected], because we will likely have a buyer. The details are in the description.

Hello, Stacy, and welcome to the podcast. Thank you for coming on.

Stacy Caprio:

Hi, thank you so much for having me.

Jaryd Krause:

I'm looking forward to chatting. I first want to ask, So you've bought a couple of websites and online businesses and you've got a fair bit of experience doing this now. What did you do before all this? Did you have a regular nine-to-five-day job or what did you do before all this?

Stacy Caprio:

Yes, I worked in marketing. I had regular nine-to-fives for the first three years that I was out of college. I started out doing paid Google ads for companies, e-commerce companies, at an agency.

And then I moved to doing Facebook and Pinterest ads at a different agency for venture backed companies. So we had a much higher budget. And then I worked for a single company doing their paid ads, a financial services company.

So I kind of started in the agency world and then I went to a single financial services company, just running paid ads and doing marketing. So it was kind of nice because I got to set my own strategy. I got to create the strategies for the ad campaigns. I had to execute on those. And I got to see the results and share them with people.

So there was a lot that was nice in there because I had freedom in that sense. But the main thing that really made me feel trapped each day is that I was going in every single day at the same time, driving 30 minutes to an hour, taking the Boston tea in one of my jobs for an hour every day, getting there, feeling I didn't own my time. And I just remember feeling so anxious. Because I would go in, I was like, “This is not me choosing how to spend my time. I'm not in control of my day to day.”

And it made me feel a lot of anxiety that was not mentally or physically healthy. Because the jobs are very nice. And even my cubicles are spacious and nice. And the coworkers are nice, but the lack of freedom was very crippling to me. And then also knowing that my salary was so capped, no matter the results I put in, made me feel very, very badly because I knew even if I got these insane results, it wouldn't reflect in my salary.

So both of those things kind of contributed to me really starting to look for ways to have my own business and income where I could control my time and where my inputs would be able to be reflected in my income.

Jaryd Krause:

Yeah. I don't know how long you've been doing this, but I quit my job as a plumber. The last work that I did was in 2015. And I used to drive an hour and a half to work. And then, with traffic, it'd be two hours on the way home. And then I'd do that six days a week. So let's just say I spent three hours in the car consistently every day, or six. That's 18 hours I spent in the car.

Luckily for your job, you enjoyed the environment in terms of the people in the space. I was a plumber and I hated it. So I really can see it's crazy how long many of us have or do sit in the car, unpaid, burning time, trying to get to a job that we're not super fulfilled in.

Even for you, I think that role is a great one because it would have helped you so much in what you're doing now. However, if I were the boss, I guess, if I was able to run an agency in that way for digital marketing in terms of paid ads, as the campaign scaled and the results grew for the individual who provided those results, why wouldn't I want to keep them on board by giving them some sort of reward to stay, some sort of incentive?

So how did you come to the whole buying online business, buying websites and stuff space? How did you get out of this and transition over to it?

Stacy Caprio:

Yeah. Like you said, my job, I actually was kind of exposed to—I started to see other entrepreneurs in my field write these case studies of how they broke into owning their own business or buying websites, and that allowed me to see that something was possible, and that inspired me to start taking action.

And I think to address your other question too about bosses, like, would you give an employee a profit share? It's funny because I think at bigger companies, it doesn't even cross anyone's mind because your direct boss doesn't have control over that.

And then the people up high don't want to be making a profit, but it's interesting. People get greedy, I think, or they just don't consider it. Really, the only place you see that is in sales roles. I think sometimes they get a little commission, but even then it's so capped.

But yeah, I'm sure you've heard of Spencer Haws’ Niche Pursuits blog. I saw a guest post about someone who had gotten success through buying a website on Flippa. And I was so inspired. I went out that weekend and I would pour over websites for hours until I found one. And I bought it. It was a $1,400 site. It said it was making $350 a month via Amazon affiliate ads.

And then I got it. And I was so happy because the first day I got a dollar commission, I think. And it was just so cool to see that show up in my accounts. Like, “Oh, this actually works.” And then I realized over like two weeks, it had only made, I think, $20 or something. So he would have really inflated revenue. And it ended up just being a waste of my money. I didn't make back even the full 1,400.

So there's just a lot that goes into buying sites. Because you have to really verify. You can't just finally trust people. And I think that was when I went into it; I just didn't even think about it. I think I was too blindly optimistic because I wanted it so much.

Whereas anyone in this field kind of knows that, once you start going, you really have to verify numbers yourself and make sure that what you're buying is actually what they're saying, and that's something good that you can actually grow.

Jaryd Krause:

Yeah, absolutely. Absolutely. So I guess you probably chalk that up to a good learning experience. How many websites or online businesses have you bought now?

Stacy Caprio:

Yeah. So I went on to buy another one, and I actually only made back 80% of the revenue. That one was much more expensive, but it ended up kind of fizzling out. And then my third and fourth site purchase purchases were very successful. Those are when I really started to see how powerful buying sites were and how you could grow them. And you've got huge deposits in your bank account each month.

I bought six websites total, and I bought a handful of expired domains and grew some of my own sites too. But I've actually found that recently, in the past few years, I haven't bought any websites. I've focused more on either buying an expired domain and building a site or growing my own brands because multiples have gotten so expensive.

Since I started, I have been working for myself for about the same time as you for the past seven years, I think. And when we started, I bought my first few sites for 20 times the monthly profit. And now, sites, are they going for 60- or 80-times monthly profit? They're just so high. It's a little bit hard to justify for me.

Jaryd Krause:

Yes, it's not that at the moment. As this podcast goes out at the start of the year, well, close to the first quarter of the year 2024, this will go out and multiply, roughly for a content site, between 30 and 40.

And it did get really hot and really heavy through 2020 to 2022, when what actually happened was that there were a lot of Amazon aggregators, where large private equity firms would just acquire a lot of Amazon businesses. And then they had some of the clients, some acquiring some blogs as well, and just inflated the prices dramatically.

And what really caused that is that these private equity firms were competing with one another, where if somebody else had an offer on that business, even before they were doing due diligence, they would put a LOI or put a soft offer on the business, which would be more than a competitor in a different private equity firm, just so they could buy that instead of the other firm buying it.

Because there was a lot egooff during that period. And, yeah, it slapped a lot of the private equity firms in the face where they bought a lot of businesses and didn't really get great results with them, even though they had probably large teams, but they just went on an absolute tear, trying to acquire as many businesses as they could. They did. And unfortunately, for the owners who built those, that probably did quite an injustice to the businesses they did purchase.

So, yeah, multiples did get quite inflated, and they've come back down a little bit now. I'm sure they'll go up again. But that's interesting. So you've moved away from buying to starting and growing. Interesting. How long is it taking you to get to the point where—obviously you've seasoned, you've done this quite a lot, but it gets to the point where these businesses are profiting quite well from start to finish?

Stacy Caprio:

So for me, I start to see results a few years in, usually two to three years for all my sites. It's not really a quick thing. I think other people maybe have bigger teams and they put a lot of capital or just pour content in. And I've always been someone who likes to do my sites myself.

I don't really like to outsource almost anything other than sometimes content, very small things, or website development. But I like to just get the highest profit possible. And I also like to do things more slowly and just grow things that are more solid. So I don't try to rush it or put poor content or links on it. That's just not my strategy. And so that's just how I like to approach things.

Jaryd Krause:

I like it. What percentage of sites do you start that sort of don't end up continuing to grow, and how long does it take you to realize that this isn't something I want to keep putting resources into when you might have, I don't know, maybe these are the 10 that you start and then there's two or three that end up being the winners and you drop the other ones?

Stacy Caprio:

Yeah, I would say I'm the type of person who has so many ideas and then, when I see something, gets excited and starts it. And then I realized shortly after that this wasn't a good idea, or that this domain just isn't working.

I even recently built out an entire site. And it's actually kind of embarrassing. I don't even want to tally up what I spent, but I actually think I spent about 2K on the domain, 6K, and maybe even 8K on website development.

And I grew it out and then I realized it wasn't even being properly indexed by Google. And I kind of just kind of let it fall to the side and that's the most I've ever spent on a site that ended up just being tossed aside.

And I still have it—kind of just in the background because I don't have the heart to kill it. I'm just like, oh, maybe one day it'll kind of—but I think probably 70% of my stuff, I start it and then it just kind of gets discarded and I like to have fewer focuses anyway.

So once something's actually working, or I see a solid foundation, and I'm like, okay, I have two projects right now where two focus as opposed to having all 10.

And then, yeah, maybe I'll get a shiny object idea—start something and then kind of discard it—it tends to work once something's working too. And that was how I was when I bought sites. Once it was working, I would just keep it.

I sold one of my websites, but the rest that were working, I just let go. Because why sell it if it's really working well and you're getting cash flow?

Jaryd Krause:

Yeah, absolutely. I agree. It's a tricky thing with us, entrepreneurs. We're really good at being creative and we've got so many great ideas. At the same time, it's a double-edged sword because sometimes something might not be working as well as we think it's working and then go off and chase another route.

Or sometimes our business will be so good that we're like, “Yep, cool. This is great. I can leave this now and it's going to continue to do its thing and I can shift my focus to something else and add something else in.” Whereas it just doesn't work like that.

And I know that because I bought three businesses in three years. And very short, it was within a two to two-and-a-half-year period. And then I quit my job, and I went traveling. And I was traveling and trying to run three businesses and it was a stupid thing to do because I neglected a lot of the businesses.

Stacy Caprio:

Oh. So what happened? Did you come back and fix them or did some of them die off?

Jaryd Krause:

Yeah. So one of them sort of died off and I was running and managing two others. And when I came back home, I built another business, and I sold one and kept one. So I had two businesses. So I came back to Australia, and I built out this business for the podcast, buyingonlinebusinesses.com, built this business and then sold one and kept one.

It was an e-commerce brand that went well, but I also just left it because this business ended up doing really, really well and it was making more money. I really enjoyed this, as it was way more fulfilling than the e-commerce business. So I just let that other one get managed by my manager. And it just slowly died off.

And I think that's just what happens when we have too many assets. I had great things put in place. I didn't work in that business for four years. I barely touched it. I probably spent an hour a week on it. I mean, an hour a month on it, just answering questions from my manager. But in hindsight, I probably should have sold it a lot earlier.

Have you realized that with any of your sites, you might be hanging onto something and you're like, “Oh, maybe I should have sold that earlier while it was doing a bit better”? I don't know. Is this just me?

Stacy Caprio:

Yes, that's exactly right. My most successful site ever was making the most I have ever scaled any site to. I was just getting this wonderful cash flow, just crazy high. And I never once considered selling it. It was just going on autopilot for years. And yeah, I was working on it and growing it. And it started around COVID to drop a little bit. And I was like, “Okay, it's dropping, but it's still very strong.”

And I just wanted to hold on to it for cash flow. It never crossed my mind at that point to sell it. And it just continued to drop. And I could have sold it at any point. It was dropping and it would go for a few months, and it was dropping. And at that point, I probably should have sold it. I could have gotten quite a lot of money for it. A very, very significant amount, even while it was dropping.

But it just kept it dropping and there was nothing I could do. I think it was penalized by Google. And then it was also in a niche that was affected by COVID. It was a restaurant niche. So it just ended up completely dying off. I don't even really make much money from it anymore.

And if I had just sold it, I could have gotten such a nice paycheck and used that to really invest in so many other things. And I think I just held on like a dying fish until it died entirely. So I can relate to that.

Jaryd Krause:

Yeah, yeah. I think a lot of us have been there. And that’s just good for us to just chat about it and put it out in public. Because if somebody has multiple sites and is really passionate about one, why not get rid of them and clear the house a little bit and then put your resources back into the one that you're passionate about and just fully focus on it?

There's a really good book called The One Thing by Gary Kel ler. It's actually circling in my friendship group at the moment. I got thrown this book at by a mentor at one of his events. And he said, “You need to read this.” Because I'm the typical entrepreneur, I have a gazillion ideas and am doing everything.

And then, for each person in my life that I've seen who's got too many split focuses or is managing too many things, I give it to them. And then I say, “Once you finish the book, can you give it to this person?” “Once you finish the book, can you give it to that person?”

And it's circling in my friendship group at the moment. And it's really cool because each person now is coming back to me like, “Oh, you've got the book. Cool.” And they are like, “Oh, yeah, it's helped me so much.” And yeah, that split focus can be harmful.

So I wanted to ask you about the types of websites. So what are your favorite types of websites and why? Either to buy or to build.

Stacy Caprio:

I personally like ad-based content websites. I've only bought that type when I've bought a full site. Because it's so easy to get quick wins, whether that's switching ad networks, changing the amount of ads, or changing the placement of ads, there are just so many ways you can really easily get quick revenue wins. And then you can obviously scale with SEO and stuff too.

But I like finding ones with very solid RPMs as well, because the more you scale, the easier it is to get so much more money from them. And they have such high profit margins, and you don't have to worry about shipping products or customs dealing with customers. So by far, content sites have been, I don't know, my favorite to buy and grow.

Jaryd Krause:

Yeah. And with higher RPMs, when you're looking at maybe buying one, how do you discover what's got a high RPM versus maybe something that doesn't? Are you just doing that because you're looking at multiple businesses and doing due diligence on them, and you're looking at the RPMs Or are you doing it based on a search on the internet for what niches have a decent RPM?

Stacy Caprio:

Yeah, I just do it for business. So I'll filter when I'm searching to find ones that a) have a ton of traffic for me; even if it's a lower RPM, I'm like, “Okay. I can maybe work with this because there's so much you can do when it has tons of traffic.” I bought one site that had so much traffic and it was this community of people. So they kept coming back. I had a ton of direct traffic and brand recognition. And I had a ton of Google organic.

So that's such a strong base that when something has traffic like that, I'll consider it, but I just find it. So if you look on Flippa, for example, which is actually where I bought it, I think 90% of my sites only look at verified analytics. So if it's verified with tons of traffic and page views, that's one positive.

And then you can also see the RPM there. So you can just calculate that pretty easily by looking at the page views and then looking at how much it's making each month. And you kind of get an idea just by glancing at it. Once you've looked at a bunch, like, “Okay, this is a high RPM. This is not.”

So it is subjective. I mean, if it's over 20 RPM, I'd say that's like solid. And if it's double that or more, it's like, “Okay, this is really, really good. You should really take a look at it.” But anything over 20 is probably fine. And then even if it's way less and you have tons of traffic, it's like, “Okay, that's solid too.” So I think you kind of get an idea just by glancing at stuff. I'm like, “Okay, this is something I want.”

Jaryd Krause:

Yeah, absolutely. Absolutely. Yes. It's been interesting. I've noticed RPMs have decreased through 2023 or the end of 2022. It's sort of across the board, which is interesting. Not a lot of people are stoked about that, but I think that could be the effect of COVID. And so many people on the internet—so many were buying things compared to now.

Stacy Caprio:

Yeah. I think you're right about multiples too. Maybe I should start looking for some deals right now, but I have a feeling that everything has just kind of slowed recently. And I think I'm also a real estate agent and it's affecting real estate and everything.

And I think we're just kind of feeling this little dip and people aren't spending as much. And it's kind of been affecting everyone. And my hope is that it doesn't last for too long. So I think it's hurting a ton of people financially, especially online business owners.

Jaryd Krause:

Yeah, absolutely. Well, we've got this big credit crunch in the whole world, where finance through and before COVID was at an all-time low. It was easier to get finance at very low interest rates. And interest rates—now they're trying to slow down inflation. And the interest rates have gone up globally around the world.

I see this in Australia too. Because I’m buying real estate and buying another one, another property at the moment. And interest rates are quite high, and I know that is getting higher and higher around the world as well.

And what that does, what I see is that it brings up people's mortgages when they own their own primary place of residence. It brings up people's mortgages so they have less money for spending, which makes spending tighten across the board in their business, in their home, on entertainment expenses and stuff like that.

So less money is being spent because we typically have higher repayments if you own a home or if you own assets with finance. And also, I think what has contributed to businesses becoming cheaper is that people need the money and they're selling off some assets to be able to afford to still cover expenses with mortgage repayments and then everything else.

So, yeah, it's been interesting. I think I feel you and I think a lot of people have also been listening and noticing that that's what has happened through 2023 and the end of 2022 as interest rates have increased. Inflation, maybe, they're saying, is slowing down. Who really knows? But it's definitely tightened up a lot of things.

And I believe it's a really good time to be buying assets right now. I've seen some amazing businesses be bought during this period. And I also bought some great property outside of the online business world. I made some amazing property investments. And I think, yeah, it's a good time to be buying.

It's not great for a lot of people that have over-leveraged themselves, which is typically what happens, which is quite cyclical when markets come and go and rise and decline. That's just how the economy works, I guess. But, yeah, I think you're spot on.

People are listening; it's a bullish time to be buying. And I do believe that as interest rates decrease, and I feel that they probably will be doing so in Australia through 2024, if they haven't already in some other places, then when that happens, the opposite effect happens where people have more spending, they have more finance and they can go and acquire more things or have more, I would say, money for entertainment expenses because they’ve got some spare cash.

Stacy Caprio:

Yes. And I agree with you too. It's funny because, like you, I'm closing on a property this week, an investment. I'm actually doing some renovation on it, so I'll send you more information once it's done. Because I'm super excited.

But I was able to get a very, very good deal and the Austin real estate market has just been booming and it has kind of come back a little bit this year and a little bit past that.

So it's funny because some people are still so hesitant to buy because they think it's continuing to go down. And nobody can time the market, but I think you can always find a good deal, whether that's in real estate or on websites.

And right now is a time that I believe you can find a good deal because people are selling and I think people have less money to buy, whether that's on a website, an asset in cash or an asset using interest rates because they're so high using a mortgage.

So I think there's just a lot of opportunity now for those people who really take the time to look. And that's not to say you should rush into a purchase—any purchase. But if you really take the time to find something, now is, I believe, a good time.

Jaryd Krause:

Yeah, absolutely. Absolutely. And what we're talking about is not financial advice; everybody is listening, so don't hold us accountable for this.

But it is an interesting discussion because I follow a bunch of people and do my own research and there is an18-year property market cycle, which also fits within the market cycle of the S&P 500 and the stock market and property market, as well as the crypto market, which index funds sit within as well.

And it's interesting to see, and we believe that we're getting ready. From what I see, the narrative is not like this in the news because there's so much fear-mongering media. But the non-mainstream media, smart people that are sharing these market cycles, where we sit in the market cycle, I feel from what I've gathered from many sources, we are ready for a bit of a boom and then some cooling off.

And within property and also within online businesses, when the media comes out and speaks about there's a decline in property in the US market the Australian market or whatever it is, they may be focusing on two major areas.

It might be LA and New York, or it might be Melbourne, Sydney and Australia, which it is. But there's markets within markets and there's always different markets moving at different paces and in different ways.

And if there's smaller markets where people are buying into, you're going to get the growth because more resources might be getting, like, this is in property getting put into that sector, but you can also relate to that to online businesses.

If something becomes quite trendy or a business model becomes very, very popular, people might start getting into that type of asset class and that might grow over a few years and then you ride those, ride that wave and then get out.

So yeah, it's an interesting topic to chat about in terms of not buying but selling. You did sell one of your businesses. What did you learn from that process of selling? How did you get it set up to sell? Yeah, tell me about that.

Stacy Caprio:

Yeah, I sold it through a broker. I don't know if you've heard of Latona's.

Jaryd Krause:

Yes, I have heard of Latona's.

Stacy Caprio:

Yeah. So I sent it to them, and they were able to get it sold. And actually, it wasn't that smooth of a process because I think it went under contract and then that person ended up backing out and we had to do this undoing of Escrow and stuff. It was very strange.

And for me, it was kind of stressful because I thought once it was sold, it would just be a smooth process, but it ended up that they literally completely backed out.

I had to undo all the transfer stuff and they took the money out of Escrow, and I had to re-list it. And I ended up a few weeks later getting another buyer. It went under contract and this one went smoothly, and it went through.

But that was kind of my main hiccup. It literally fell out of the escrow, and I've never heard anyone else talk about that happening to them. So, yeah, it happened to me, though.

Jaryd Krause:

Interesting, interesting. So you had an asset purchase agreement or contract of sale signed and then you were starting to make the transfer and then it stopped. What was their reasoning behind that? Yeah, I would say it's not really a thing because it should be going ahead because you have an asset purchase agreement signed.

Stacy Caprio:

Right. It's interesting. This was kind of around the time that there was a lot of concern about the new GDPR rules that were coming out a few years ago. And in his cancellation, he was saying that the sites were not GDPR compliant. That was his excuse, and I didn't want to push it or take it to court or anything.

There was nothing noncompliant about the sites, but I think he was trying to make it into a legal issue so he could back out and I didn't want to take it to court. And he was actually a lawyer so he could have represented himself in court.

And the site, I sold it for a solid amount of money, but it's not worth going to court over. I know those fees can add up so quickly just to get someone to pay you a smaller chunk of money. To me, it's so easy to lose in a lawsuit and I don't want to waste the time and energy. So I didn't want to fight a lawyer or anyone in court, so I just decided to let him drop out.

Jaryd Krause:

Yeah. I would've been in the same boat as you for sure. Sorry to hear about that experience, though. So it ended up being a good sale. What were the things that you needed to put in place when you decided, “Ah, I want to sell this business”? What did you do to get it ready for sale? Or was it already just “Let's just sell it as is”?

Stacy Caprio:

Yeah, I pretty much just sold it as is. It was a pretty steady traffic site. And I just made sure I had all the records of revenue by month. And I made sure I was ready to give analytics access and to give AdSense access because I was using AdSense.

So it wasn't even that much; it was very basic, but just so everybody could have all the information they needed, basically gathering revenue, deciding the price and then listing it for sale on Latona’s.

Jaryd Krause:

Cool, cool. And a question for all the listeners. Since you've been in this space and you've bought a fair few sites and grown a few, what advice would you give to people who are thinking about buying a content site or an online business?

Stacy Caprio:

My advice would be: Make sure that you are very aware of the financials and very aware of your specific plan to earn back the money you put into it and have a very specific timeline and a very specific plan. Because without that, you could end up just buying the site and maybe just letting it run, not managing it carefully, and maybe not even making your money back.

And I think that's probably what makes it risky. But if you have a clear plan and you see how it's currently undermonetized or under traffic ties, you can easily have a clear plan in place to make sure it's a good investment.

Jaryd Krause:

Yeah, absolutely. Absolutely. I like that. And what's your goal with your content sites now? What are you wanting to do? What's your outlook looking like over the next few years, with either maybe growing more starting more or buying more? And do you have intentions for those?

Stacy Caprio:

So, yeah, I also have an affiliate type site I'm working on too. This one I've grown myself and then I have the Her.CEO brand. And I do still have a content site. I think they perform the best when I set a specific goal for each site and have a specific strategy.

Because, like you said, it's kind of tempting to think, Oh, I can just go live my life and let the sites run on their own. But you never really see growth results when you do that, and you definitely don't see the best results. So for me, it's important to set those specific goals and create a strategy.

And right now, my main focus is traffic for each site. So I'm just really focusing on SEO. And for one of my sites, it has a larger profit per sale, so I'm actually running paid ad campaigns for it right now. So that was my specialty.

It is my specialty, but I've never done it for any of my own sites. I've only done it for other people. So it's kind of fun to be able to use that right now. So right now, my focus is on traffic for my sites, both organic and then also one of my sites paid and I am just really trying to scale them with specific profit and traffic goals right now.

Jaryd Krause:

Awesome. Awesome. Cool. Well, I'm excited to hear more as time progresses. So, yeah, thank you so much for coming on and sharing your experiences, buying sites, and growing sites in the space. So you've mentioned your brand, Her.CEO, and I'm going to drop a link to that in the show notes. Is that where people can go and find you?

Stacy Caprio:

Yes, people are welcome to visit the site. You can subscribe to the email list. People on my list love it. And whenever you reply to an email, I always respond. So it's a great way to get in contact with me and ask questions. And I also send out website deals and just stories about my own sites and case studies.

So I really encourage everybody to sign up there if they're interested in talking to me, asking questions, seeing case studies or buying websites. You can sign up for a list where you only get the website buying emails too. And yeah, you can email me directly, too, but you'll for sure get a response if you reply to an email. So I encourage you to subscribe.

Jaryd Krause:

Yeah. Awesome. Guys, check it out. Stacy, thank you so much for coming on. Everybody is listening; thank you for listening. If you are buying a site or know somebody who is buying a site, make sure you share this podcast episode with them. Give them a gift of giving.

It helps us grow the episode; it helps Stacy and I help more people and do the right thing in the space. And also, it helps people that are getting into the space not get burned, not buy these sites with revenue that's inflated, which is not actually what they think it is when they're purchasing.

Because Stacy's been there, I've been there and bought dud businesses, and we want to make sure that we make this environment a far safer place. And that's what we do here at Buying Online Business. So thanks, guys and I'll speak to you soon.

Stacy Caprio:

Thanks, Jaryd. I appreciate it. And I'll see you guys later.

Jaryd Krause: Hey, YouTube watchers, if you thought that video was good, you should check out this video here on the 2 Best Types of Websites Beginners Should Buy. Or check out my playlist on How I Made My First $100k Buying Websites and how to do due diligence. Check it out. It's an awesome playlist. You'll enjoy it.

Want to have more financial and time freedom?

We help people buy established profit generating online businesses so the can replace their income and spend more time doing what they love with the people they love.


Jaryd Krause is a serial entrepreneur who helps people buy online businesses so they can spend more time doing what they love with who they love. He’s helped people buy and scale sites all the way up to 8 figures – from eCommerce to content websites. He spends his time surfing and traveling, and his biggest goals are around making a real tangible impact on people’s lives. 

Resource Links:

➥ Sell your business to us here – https://www.buyingonlinebusinesses.co/sellyourbusiness

➥ Buying Online Businesses Website – https://buyingonlinebusinesses.com

➥ Download the Due Diligence Framework – https://buyingonlinebusinesses.com/freeresources/

➥ Neuron Writer (SEO tool for content writing) – https://bit.ly/3EleDaS

➥ Ezoic (Ad Network) – https://bit.ly/3NuVR5P

➥ Rank Math (WordPress SEO Plugin) – https://bit.ly/3Acyjf4

🔥Buy & Sell Online Businesses Here (Top Website Brokers We Use) 🔥

➥ Empire Flippers – https://bit.ly/3RtyMkE

➥ Flippa – https://bit.ly/3WYX0Ve

➥ Motion Invest – https://bit.ly/3YmJAmO

➥ Investors Club – https://bit.ly/3ZpgioR


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