How to Sell Your WordPress Agency

So, you're ready to sell your WordPress agency.

Maybe you're burned out.

Maybe you've got a new, exciting idea you want to chase.

Maybe you just want to cash in on all your hard work.

I've been on both sides of the table, and I've seen a lot of people make a lot of mistakes.

This isn't going to be some stuffy, corporate guide. This is the real talk.

The stuff you need to know to get a good deal done.

The High-Level Process: What to Expect

Selling a business boils down to a few key steps.

Request for Information (RFI): This is where it all starts. A potential buyer will reach out and ask for some basic information about your business.
Conditional Offer: If they like what they see, they'll make you a conditional offer. This is usually in the form of a Letter of Intent (LOI) or a Letter of Offer (LOO). It's based on the information you've shared so far, and it's not legally binding.
Exclusivity Period: Once you sign the LOI, you'll enter an exclusivity period. This means you can't shop the business around to other buyers. During this time, the buyer will dig deep into your business. They'll bring in their lawyers, accountants, and other experts to go through everything with a fine-tooth comb. This can take anywhere from a few weeks to a couple of months, depending on the size of your business.
Formal Documents: If everything checks out, you'll move on to the formal documents. This is where the lawyers really earn their money. The numbers and terms are all reconfirmed, and the deal becomes unconditional.
Closing: This is the final step. The documents are signed, the money is wired, and you hand over the keys to the kingdom.

This is the million-dollar question.

It all comes back to the things we talked about in the valuation article. If you want to get top dollar for your agency, you need to focus on:

The more you can improve in these areas, the more your business will be worth.

When you're selling your business, you're going to have to open up your books.

A buyer will want to see everything.

Here's a quick rundown of what you should have ready:

History: The story of your business. How did you get started? What are the key milestones? What are the strengths and weaknesses?
Client List: A redacted client list at first, with more details to come later. You'll want to include information on churn, both by logo and by net dollar retention.
Financials: At least three years of profit and loss statements, balance sheets, and cash flow statements.

You've got a few options here.

Directly to a Buyer: You can reach out to other agencies or strategic partners that you think would be a good fit.
Brokers: A broker can help you find buyers and navigate the sales process. But they'll also take a cut of the sale.
Marketplaces: There are a number of online marketplaces where you can list your business for sale, like Flippa, FlipWP, and Acquire.

This is the most important part. And it's where I see a lot of people go wrong.

They get so focused on the valuation that they forget to think about the buyer.

Here's what to focus on (in order):

The Quality of the Buyer: Is this someone you want to sell your business to? Will they take care of your team? Your customers? Your reputation? This is the most important thing. Don't sell your business to someone you don't trust.
The Terms: The terms of the deal are actually more important than the valuation. Is it all cash up front? Is some of it in escrow? Is it paid out over five years? You want strong terms that protect you and give you the best chance of getting paid.
The Valuation: Of course, you want to get a good price for your business. But don't let the valuation be the only thing you focus on.

The best deals are about more than money. It's about finding the right buyer who will take care of what you've built.

Selling your WordPress agency is a big decision. It's a lot of work, and it can be an emotional rollercoaster.

But if you're prepared and you know what to look for, you can get a great deal done.