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McNab: The $245M Construction Titan Hiding in Plain Sight
Analyzing the digital footprint of a 676-employee Australian construction powerhouse
With 676 employees and $245M in revenue, McNab is a construction giant. But their website? It's a ghost town with just 7,877 monthly visits. This isn't a failure—it's a masterclass in B2B dominance without digital noise.
"McNab proves that in enterprise construction, your website is a brochure—not a battlefield."
The Anti-Digital-First Playbook
McNab's traffic profile is bizarre for a modern company. Only 7,877 visits per month from a 676-person, $245M revenue organization? That's 11 visits per employee. This isn't a bug—it's a feature of old-school B2B. Their customers don't browse; they call. Their deals don't close via landing pages; they close via relationships and RFPs. The 54% organic traffic is mostly brand searches ('mcnab' gets 1,590 monthly searches) and accidental visits from people Googling 'uq hockey' (60 searches) or 'spotlight maroochydore' (540 searches).
The Power of Negative SEO
Here's what's fascinating: McNab's top keywords reveal a company that doesn't optimize for conversions. 'retail buildings' (180 searches) and 'kunjan ganatra mcnab.net.au' (20 searches) suggest internal traffic and niche queries. No transactional keywords. No 'get a quote' funnels. No content marketing engine. This is a $245M company running on pure brand equity and referral networks. Their tech stack—Swiper, Tailwind, Bootstrap, Ant Design—screams 'we hired a dev agency in 2019 and never looked back.'
The leadership structure tells the real story. Michael McNab as CEO, Jessica Freney as Executive Officer to both the Executive Chairman and CEO, and Kunjan Ganatra as CEO—this is a multi-generational, family-run operation with serious organizational complexity. They don't need digital leads because their pipeline is likely 5-10 years deep with government contracts and institutional relationships that predate Google.
- 676 employees generating only 7,877 monthly website visits = 11.6 visits per employee
- 54% organic traffic is almost entirely brand queries and accidental searches
- Top keyword 'mcnab' (1,590 searches) vs. 'retail buildings' (180) = 9:1 brand vs. intent ratio
- Tech stack is generic off-the-shelf, no custom conversion tracking visible
- No Trustpilot presence, no review strategy, no content marketing
The $245M Ghost
McNab is a reminder that for some businesses, the best digital strategy is no strategy at all—just excellence in execution and relationships that render the internet irrelevant.
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mcnab.net.au uses 18 technologies across their website including Google Fonts, HSTS, PHP, and more.
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mcnab.net.au receives approximately 7.9K monthly visitors and ranks #2,883,244 globally. The website has a bounce rate of 65% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:13 on the site.
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