Honesty

Performing due diligence on the seller is usually done after the website is analyzed thoroughly. Due to the order of these steps, you’re able to ask the website owner some questions and check their responses for honesty!

Specifically, if anything that the seller says to you contradicts any of the data that you’ve seen for yourself in the due diligence, this is a huge red flag.

It’s also a red flag if they fail to provide any information that you request (within reason) or that simply needs elaboration.

If there was a dip in traffic during a certain time period, ask about it! If you’re curious about the details of how a certain affiliate partnership is paying out, bring it up. As long as it isn’t personal information or irrelevant, the website owner should be able to provide a legitimate answer or description.

Avoidance of important questions is usually a sign that they’re hiding something. If it ever appears that a seller is being dishonest about something, your gut is usually right, and you’ll want to move on to another opportunity.