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ESB: The Irish Energy Giant's Digital Dilemma
A state-owned utility with $1.8B revenue and a 2-star Trustpilot rating
ESB.ie isn't just a website—it's the digital front door to Ireland's electricity monopoly, a 1940s state-owned behemoth trying to pivot into a tech-first future. With 5,954 employees and $1.8B in revenue, their web presence reveals a classic legacy-to-modern transition story.
"ESB's digital experience is stuck between two worlds: a regulated monopoly's legacy systems and the modern customer's expectation of seamless energy management."
The Traffic Paradox
With 76K monthly visits, ESB's traffic is surprisingly modest for Ireland's dominant electricity provider. The 43% direct traffic (vs 41% organic) suggests brand recognition, but the 2-star Trustpilot rating from 54 reviews reveals a critical disconnect: customers know the brand but don't love the experience. The top keyword 'esb' gets 64K monthly searches, yet conversion to satisfaction is clearly broken.
The Tech Stack Tug-of-War
ESB's tech stack tells the story of a company in transition. They're running jQuery (a 15-year-old library) alongside modern Tailwind CSS and DaisyUI. They've adopted PWA (Progressive Web App) technology and HSTS for security, yet still rely on Bootstrap's legacy patterns. This isn't a tech stack—it's a battlefield where legacy enterprise systems fight modern web standards.
The real insight lies in their content strategy. Their blog (news-insights) and PDF docs (Net Zero to 2040 strategy) show a company thinking long-term, but their 2-star rating suggests they're failing at short-term customer experience. They've invested in OneTrust for privacy compliance and Google Tag Manager for analytics, but can't solve basic customer satisfaction issues.
- State-owned monopoly with $1.8B revenue but digital experience feels like a public utility from 2010
- Top keyword is just 'esb'—no differentiation, no value proposition in search
- Trustpilot rating of 2/5 is catastrophic for a regulated monopoly with captive customers
- Tech stack is a Frankenstein's monster of jQuery, Tailwind, Bootstrap, and PWA—no unified vision
- Careers page drives 360 monthly searches, suggesting talent acquisition is a priority, but customer experience is neglected
The Monopoly's Digital Wake-Up Call
ESB has the infrastructure and revenue to build world-class digital experiences, but their 2-star rating proves that being essential doesn't make you excellent. For investors and founders, this is a case study in how regulated monopolies fail to innovate when customer choice is limited.
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As a strong, diversified, vertically integrated utility, ESB operates right across the electricity market: from generation, through transmission and distribution to supply.
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Reviews (20)
Exceptional
From beginning to end every dealing that I’ve had with the ESB has been amazing. From the software that they use for new connections to the actual connection to repairing a fault. The operators have been a pleasure to deal with as have the electricians on the ground.
Power outage
Had a power outage today reported the fault. They said they would fix it within 3 hours and it was sorted before then. The man that came was great fixed the problem very quickly. Excellent customer service. Well done ESB
Yet again wonder service from the ESB
Yet again wonder service from the ESB. Thank you Ollie Byrne for restoring our power yesterday after a squirrel tripped the ESB transformer in the garden. Power was restored within 3 hours. As a small business owner I really appreciate your excellent service. Thank you again. Bryanna Young, The Old Deanery, Ferns, Wexford.
Response time
Rapid response to an outage caused by a car going off the road. Very impressed with the service provided. From the time it was reported, our power (new pole required) was reconnected in just over 4 hours. Thank you.
The most unreliable power network in…
ESB have a tough job, but it would be a lot easier if they shared information about planned work with any customers affected by it. They claim planned outages which they never inform customers about in advance. They have to sort out better communication. We have had about 10 power cuts in a year. I've worked and lived in 4 or 5 other countries and never experienced this level of unreliable supply. If I knew they were upgrading the network I would understand this more. But there's no info from them about this. The actual people we deal with directly at ESB seem fine, so this must be a senior management issue. Ireland is back of the queue in the EU for anything innovation when it comes to electrical supply. I doubt many here could tell you the difference between a fuse, MCB, RCD, RCBO and an AFDD. And don't even get started on single phase versus three phase. Some of our most skilled in this area (and there is a lot of talent) have moved abroad. It's sad as we should be leading in this area, not last.
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About esb.ie
As a strong, diversified, vertically integrated utility, ESB operates right across the electricity market: from generation, through transmission and distribution to supply.
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Technology Stack
esb.ie uses 8 technologies across their website including HSTS, OneTrust, Google Tag Manager, and more.
Security
HSTS
Privacy & Consent
OneTrust
Analytics & Marketing
Google Tag Manager
Web Standards
PWA
UI Libraries
DaisyUI
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
esb.ie receives approximately 76.2K monthly visitors and ranks #458,045 globally. The website has a bounce rate of 39% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 2:08 on the site.
The majority of esb.ie's traffic comes from undefined, undefined, .
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This page provides publicly available information about esb.ie. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit esb.ie directly at https://esb.ie.