TasWater is Tasmania's sole water and wastewater utility, serving 290,000 customers across the island state. But with a digital presence that feels more 2010 than 2024, this $188M monopoly shows what happens when market protection meets technological stagnation.

"When 59% of your traffic is direct and only 37% comes from search, you're not winning on discoverability—you're surviving on habit."

The most telling metric isn't in the data: they rank #421,023 globally. For a monopoly serving an entire state, that's not just weak—it's evidence of digital underutilization. Their organic search traffic sits at 37%, meaning over half their users navigate directly to the site. In a competitive market, this would be a crisis. In a monopoly, it's a missed opportunity to educate and upsell.

• Direct traffic dominance (59%) signals low customer acquisition costs but zero organic growth strategy
• Keyword portfolio focused on transactional queries ('bill', 'payment') not discovery or engagement
• Tech stack optimized for maintenance, not innovation or user experience
• Regional traffic concentration (99.7%) eliminates geographic diversification but also competitive pressure