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In this week's episode of the Niche Pursuits Podcast, Chelsea Clarke and I discuss the sweeping changes in the niche site world, her personal pivots since 2021, and what types of websites are actually selling in 2025. Chelsea is the founder of Her Paper Route and Niche Investor, and she brings a unique perspective as both a creator and a marketplace broker.
Our conversation covers everything from Pinterest strategy to shifting buyer preferences and the long path to business resilience. Let’s dive into the evolution of Chelsea’s business, what she’s seeing in today’s website marketplace, and why lifestyle content may be the most valuable asset in your portfolio right now.
Watch the Full Episode
From $90K/Month to Rebuilding: Chelsea’s Business Reset
When Chelsea last appeared on the podcast in 2021, her brand was booming. At the time, she was pulling in around $90,000 per month. But she was quick to point out in this episode that things have changed a lot.
- The HCU (Helpful Content Update) wiped out traffic to many SEO-dependent niche sites.
- Listings on her marketplace had to be reevaluated due to traffic and revenue drops.
- She shifted away from Google-centric content strategies and leaned into Pinterest and email newsletters.
What makes Chelsea’s story relatable is her openness about mistakes. Overspending on events, hiring too quickly, and relying on outdated traffic sources all contributed to a rough patch in 2023. It wasn’t until late 2024 that she started to see meaningful recovery.
Pinterest as a Lifeline
One of the most interesting takeaways was how Chelsea turned to Pinterest, not just as a patch for declining SEO, but as a legitimate long-term strategy.
- Pinterest traffic takes 6-12 months to ramp up, but can yield seasonal results for years.
- Trending content on Pinterest can be identified using their trends tool (trends.pinterest.com).
- Pins now reward community engagement, such as saves and comments, in addition to keyword optimization.
Her advice for others? Start pinning around upcoming seasonal trends. For example, in October, look at what trended last November and tailor it to your niche. It’s a longer game, but she’s seeing consistent success, and so are the sellers on her platform who’ve embraced it.
The Rise of the Lifestyle Website
Perhaps the most surprising insight from Chelsea’s brokerage experience was which types of sites are actually selling in 2025: lifestyle websites.
- Buyers want domains with multiple categories like food, fashion, travel, and mindset.
- The era of hyper-niche sites is cooling off in favor of broader, personality-driven blogs.
- Buyers value diversity: in traffic, topics, and monetization.
This shift is largely thanks to how platforms like Pinterest and even AI-driven search engines have changed the content game. Unlike the past, where site authority required strict topical focus, today’s success leans into broader, well-connected content ecosystems.
Who’s Buying These Sites?
There’s also been a shift in who’s buying niche sites today. While the marketplace was once dominated by male investors operating anonymously, Chelsea is seeing more women actively buying and running these businesses, both publicly and behind the scenes.
- Female buyers are increasingly confident in operating public-facing brands.
- Some continue existing avatars/personas rather than replacing the site identity.
- Community-driven sites with email lists and products are especially attractive.
This cultural change within the marketplace mirrors the shift in content strategies. As more creators embrace Pinterest and newsletters, the buyer demographic is evolving, too.
How Sites Make Money in 2025
In today’s marketplace, it’s not enough to slap ads on content and call it a business. The best-performing sites Chelsea sees are multi-faceted and built to last.
- Pinterest-powered affiliate marketing is growing, especially with LTK integrations.
- Email newsletters drive both sales and community; some creators run three or more.
- Digital products like templates and mini-courses add instant value to a listing.
Chelsea’s rule of thumb for sellers? Focus on profit. A lean operation with lower expenses will command a higher multiple, even if revenue isn't astronomical.
Multiples: What Are Sites Selling For?
Multiples haven’t shifted drastically, but buyers are being more discerning.
- The current average range is 20x-35x monthly profit.
- Sites with communities, newsletters, and digital products tend to sell on the higher end.
- Diversified revenue and traffic sources increase perceived value even if they don’t add to the multiple numerically.
She emphasized that buyers aren’t just buying numbers; they’re buying ease of operation and future potential.
Chelsea’s Own Evolution: From Blogging to Newsletters
On the Her Paper Route side of her business, Chelsea has drastically pulled back on blogging and leaned heavily into email newsletters.
- She runs three separate newsletters, each tailored to a specific niche or brand.
- Newsletters now focus on storytelling, product recommendations, and community.
- Feedback loops are quicker and more transparent than blog publishing ever was.
To keep her subscriber list growing, she continues to rely on Pinterest as a top-of-funnel source. She creates opt-ins around trending topics, then funnels that traffic into highly curated newsletter experiences.
How She’s Building Her Business for the Future
The transition wasn’t without sacrifice. Chelsea shared openly about downsizing her team, cutting unnecessary tools, and pulling back on coaching programs that weren’t providing ROI.
Her most interesting tactic? Buying small sites herself to act as a kind of emergency bank.
- She purchases one to two sub-$40K sites per year.
- These sites typically already earn from affiliate links or ads.
- If revenue from her core business dips, she can flip a site for quick cash.
This portfolio strategy helps buffer against slower months in the marketplace and keeps her hands in the operational side of content sites.
Community as a Competitive Edge
A recurring theme throughout the episode was the importance of community not just as a nice-to-have, but as a true business asset.
- Chelsea uses Substack, social media, and virtual events to stay connected with her audience.
- Her events offer free access with optional upgrades for replays, helping her build goodwill and revenue simultaneously.
- Even as she automates and streamlines, she keeps a personal connection with her audience, whether through real names or avatars.
For those looking to sell eventually, she recommends creating an avatar that can “stay” with the business post-sale. This helps preserve the value of the community without tying it directly to the founder.
Final Thoughts
Chelsea Clarke’s journey from booming success to full-on pivot and rebuild is a powerful case study in adaptability. While many niche site creators were wiped out post-HCU, she leaned into what was working: Pinterest, newsletters, and a diversified content strategy.
Here’s what we can all take away:
- Hyper-specific niche sites aren’t the only path anymore. Lifestyle sites with multiple content categories are gaining traction in the marketplace.
- Pinterest isn’t dead. In fact, it’s one of the most underused sources of evergreen traffic and revenue, especially through affiliate integrations.
- Community pays off. Whether through newsletters, virtual events, or social engagement, audience connection helps sell more, survive downturns, and attract buyers.
Chelsea’s not just helping others sell their sites. She’s lived through the rollercoaster herself. And with a renewed focus on creativity and sustainability, she’s setting the tone for what the next generation of niche site creators can build toward.
Links & Resources
- Buy Chelsea's Book - Glow Up Yourself
- View Sites For Sale on Niche Investor
- Learn More About Her Paper Route
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