It is the digital equivalent of renovating a house before putting it back on the market at a higher price, only without the back-breaking labour, dust mite-infested carpets and massive cash outlays.
''Unlike flipping real estate, it's easy to add value to websites,'' Melbourne flipper David Jenyns says. ''To add value to real estate, you must do something significant, labour-intensive and, usually, expensive, like building a new bathroom.
''But with websites, you can make small changes such as building links from other sites or improving the overall look for little cost.
''That result can be a significant increase in value.''
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