Ernests Embutnieks, an entrepreneur from Latvia, took a bold step into the world of digital marketing when he purchased the domain WorldofTablet.com for $304.58 in October 2019 through GoDaddy Auction. At the time, he was the head of digital marketing for a payday loan company, searching for a side hustle to generate extra income.
From expired domain to profitable content site
Embutnieks, along with his co-founder Frenks Rozentals, transformed the expired domain into a thriving content site. WorldofTablet.com catered to Android tablet and iPad users, offering how-to guides, buyer’s guides, and reviews. With most of the content written by Embutnieks himself and occasional help from freelancers on UpWork, the site quickly gained traction.
Within two years, WorldofTablet boasted 112 published articles, around 2 000 daily unique visitors, and a monthly revenue nearing $5 500, primarily from Amazon’s affiliate program and display ads. In September 2021, the site generated $3 517.95 from affiliate marketing and $1 963.94 from display ads.
Key lessons from WorldofTablet’s success
Embutnieks attributes the site’s success to a couple of key insights:
- Quality content: No matter the speed or the number of backlinks competitors have, high-quality content always wins. A single relevant backlink is far more valuable than numerous low-quality ones;
- Finding quality writers: Despite his efforts to hire proficient writers, Embutnieks found it challenging to maintain the content quality he desired. He discovered it was more effective to have drafts created by freelancers and then edit them himself;
- Understand customers better: “The most successful brands recognize that their customers are at the core of every choice they make. I believe that to be able to contact customers efficiently and cost effectively, organizations need to understand their customer categories. Few organizations have only one type of customer whom they can reach in their marketing. Clarifying consumer personas and splitting them into clear divisions allows your organization to target each category specifically,” says Embutnieks.
The decision to sell
Despite the site’s success, Embutnieks decided to sell WorldofTablet in October 2021. He and Rozentals couldn’t agree on the future direction of the business, prompting them to list the site on Motion Invest, a content site marketplace. The site was listed in a Dutch auction, where the price gradually decreases until a buyer is found or the reserve price is met.
An American buyer with multiple websites eventually purchased WorldofTablet for $115 000. However, the transaction didn’t go as smoothly as Embutnieks hoped. Fees, taxes, and other costs significantly reduced his net profit, leaving him with less than half of the sale price.
Reflections and new beginnings
Looking back, Embutnieks admits he sold the site too soon and could have fetched a higher price by waiting longer. Nonetheless, after taking a month off, he returned with renewed energy, purchasing a new domain: WolfofTablet. This new site continues to help iPad and Android tablet users with their tech problems.
On his LinkedIn page, he mentioned that as of August 2023, he owned five websites in his portfolio. He prefers not to disclose all of them for personal reasons but is willing to reveal his main website while keeping the others anonymous.
Here’s his August report:
#1 Site - WolfofTablet.com
- Pageviews - 86 093 (-6.14%)
- Revenue - $2080 (+14%)
- Articles - 246
#2 Site
- Pageviews - 13 826 (+201%)
- Revenue - $492 (+80%)
- Articles - 72
#3 Site
- Pageviews - 9513 (-23%)
- Revenue - $3.29
- Articles - 41
#4 Site
- Pageviews - 803 (+34%)
- Revenue - $0
- Articles - 33
#5 Site
- Pageviews - 525
- Revenue - $0
- Articles - 58
With a one-year non-compete agreement on specific keywords now expired, WolfofTablet has grown from a simple “How to screenshot on iPad” article to a comprehensive resource, with a small team assisting in research, writing, translating articles into German, and creating videos.
Embutnieks is now a solo founder and has no plans to sell WolfofTablet.
Conclusion
His journey illustrates the potential of turning a modest investment into a significant digital asset with dedication, quality content, and strategic decision-making. From buying an expired domain for $304.58 to selling it for $115 000 in two years, he demonstrated the value of quality content and seizing opportunities.
Key takeaways from his experience include the importance of producing valuable content and the challenge of finding reliable writers. By prioritizing quality, WorldofTablet grew rapidly, proving that content is king in the digital world.
Despite selling the site for less than he hoped due to fees and taxes, Embutnieks learned valuable lessons. Now, with WolfofTablet, he's continuing his passion for tech content, applying what he learned to build a lasting, impactful site.
Embutnieks' story offers inspiration and practical wisdom for aspiring entrepreneurs in the digital landscape.
