In an era where every company is a tech company, PotlatchDeltic's website feels like a deliberate time capsule. With $1.4 billion in revenue and 386 employees managing millions of acres of timber, their digital presence reveals a fascinating disconnect between physical wealth and digital ambition.

"Their website traffic is smaller than most early-stage SaaS startups, yet they manage assets worth billions. This isn't a failure—it's a deliberate choice."

• REIT structure demands minimal digital overhead—investors don't need flashy websites
• Heavy industry companies prioritize operations over digital presence
• Their leadership team (Cremers, Covey, Torma) focuses on timberland management, not web optimization
• The 'undefined' country data suggests either analytics issues or international traffic being misclassified

The real insight? PotlatchDeltic's website isn't broken—it's fit for purpose. In heavy industry, digital transformation often means simply existing online. Their 386 employees generate $1.4B in revenue through timber operations, not web conversions. The site's simplicity is a feature, not a bug. It's a reminder that for many B2B REITs, the digital strategy is 'don't get in the way of business.'