When it comes to selling your business, you know your books matter - but your digital footprint may matter just as much.

In a recent conversation on The Cash Rich Exit Podcast, I spoke with Brock Murray, co-founder of seoplus+, about the growing importance of digital assets in M&A deals. He shared some candid stories - some successful, others cautionary - about how underestimating the value (and vulnerability) of your online presence can make or break a deal.

For modern buyers, especially in the tech, service, and consumer sectors, digital is no longer optional - it’s foundational.

What Is a “Digital-First” Business?

Even if you’re not a tech company, chances are your business has a digital component - often a major one.

This could include:

• Your website and its traffic
• Email subscriber lists
• Social media accounts and engagement
• Online reviews and reputation
• Paid ad accounts and performance history
• Your CRM, marketing automation, and content assets

These are more than marketing, they’re operational, reputational, and financial assets - and buyers are looking closely at each one.

What Buyers Are Actually Evaluating

Here’s what modern acquirers want to understand:

1. Who owns the digital assets?

Buyers want assurance that all digital properties (domain name, email list, social accounts) are owned by the business, not a founder or agency. Lack of clarity here causes deal delays - or worse.

Pro Tip: Ensure all logins, billing, and DNS records are clearly owned and transferable.

2. What’s the traffic worth?

Your website traffic can be evaluated using benchmarks like cost-per-click and conversion data. If you’re getting 5,000 visits a month organically, a buyer will calculate what that would cost via paid ads - and that adds dollars to your valuation.

Pro Tip: Use Google Analytics and SEO tools to track your traffic, source breakdown, and keyword rankings over time.

3. Is your brand well-positioned online?

Buyers check your online reviews, search rankings, and how customers talk about you on social media. They want to see loyalty, trust, and visibility. A strong digital brand reduces risk for the acquirer.

Pro Tip: Respond to reviews, build thought leadership content, and secure positive media mentions in your space.

4. Are systems replicable and scalable?

Buyers want to see digital processes that can continue without you. If you’re still the one posting on Instagram or emailing customers manually, that’s a red flag.

Pro Tip: Automate your digital systems using marketing tools, content calendars, and CRM integrations.

5. Are there red flags post-acquisition?

This is where things can fall apart. As Brock noted in our conversation, he’s seen deals where a lack of redirect strategy, domain ownership issues, or lost traffic after a merger cost companies big.

Pro Tip: Build a digital transition checklist with your marketing team to ensure nothing gets lost in the handoff.

Strengthening your Digital Profile Before you Sell

Here’s how you can start making improvements right now:

Conduct a digital asset inventory
Clean up ownership and access
Track traffic and engagement data
Strengthen your online reputation
Package your digital presence like a product

Think of this as digital due diligence on yourself - and do it early, ideally years before your planned exit.

Why it Matters

Your buyer is doing this homework. If you’re not prepared, they’ll either lower their offer or walk away.

But if you show up with a clean, measurable, transferable digital footprint, you’ll give them confidence - and that translates into valuation power.

Let’s Talk About your Cash Rich Exit

Not sure where to begin with your digital and financial readiness? I can help.

Book your complimentary 1:1 Wealth Gap Analysis with me. We'll assess where you are now, what your exit goals look like, and how to align your financial strategies for maximum impact.

Connect with me on LinkedIn or reach out via email to schedule your session.

Want more?

Listen to my full conversation with Brock Murray in Episode 320 of The Cash Rich Exit Podcast. It’s a must-listen if you want your website and digital footprint to add value - not subtract it - during your business sale.

TTFN - ta-ta for now!

Colleen

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