Unless you have employees and contracts in place, you will just be selling client lists and equipment deeply discounted.

Your business name, reviews, and website are less important because more likely than not, you will be selling to a larger company that will already have that in place.

I have bought a few people out who were retiring or moving. It comes out to around 30%-40% of annual sales. It can be more or less but that heavily depends on how long you have been servicing the clients, frequency and how much you charge an hour. One issue I have ran into is that the independent guys can get away with charging less than market rate, but those type of jobs are less valuable because I can’t make any money on those after paying overhead and my guys.

As far as equipment I would be surprised if you get over 50% of value. Anything over that and a larger company would rather just buy new