In an era where every mining services company claims to be 'digital-first,' Cape.com.au stands as a fascinating anomaly. With $207M in annual revenue and 676 employees, they generate just 3,251 monthly website visits—a digital footprint smaller than many solo consultants. This isn't a failure; it's a strategic choice that reveals how industrial B2B actually works.

"Cape proves that in industrial services, relationships beat algorithms every time."

The tech stack reveals a pragmatic approach. Core WordPress with PHP backend, Google Analytics for basic tracking, LinkedIn Insight Tag for recruitment—nothing sophisticated. No fancy React frameworks, no complex CRM integrations. This is a company that invests in equipment and people, not in digital marketing bells and whistles. The LinkedIn presence is more active than the website, which makes sense: their target audience lives on LinkedIn, not browsing company websites.

• Revenue per employee: ~$306K—healthy for industrial services
• Traffic quality over quantity: 3,251 visits likely convert to high-value contracts
• Brand awareness exceeds digital footprint: 53K 'cape' searches vs minimal business term traffic
• Dual-market strategy: Mining + Civil utilities reduces commodity price risk