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There are two things to sell, goods or services. You have to sell either something people can use or provide people some service. One obvious service any people own a website is advertisement. Everyone can put advertisement on their web. By doing so, they are providing a service--advertisement.
To make money, everything is sale. You have to sell something to make money. Otherwise you will not get paid. Some people don't like sales because they don't like salesman. But they don't notice that the reason they get their paychecks is they sell their work or labor.
It's really an art to borrow money. You can make money by borrowing money. How can that happen? The simplest scenario is that you get some loan at 0 APR, maybe for a very short time. You put it in your bank and the bank will pay you some interest. You may argue that you can not borrow a lot of money so you can not make a living by doing that.
It is said there is no free lunch. That is exactly right. There is nothing absolutely free. But with the internet, you can really get free stuff. Everybody know that you can get free information. Some people may say information is nothing. But they will soon be proved wrong. Information is money. Half step quicker in getting the information may make you rich. Thus, there is some free lunch on the net. But it is not absolutely free. It takes your time, your brain and even your invest.