Why a website is infrastructure rather than an online brochure

Outline (draft — not for publication)

1. Lead — A brochure is temporary; infrastructure is owned, operated and improved.
2. Failure modes of brochure thinking — launch and abandon; no ownership; no measurement.
3. Infrastructure behaviours — updates, backups, performance, accessibility, content ownership.
4. When a platform is needed — directories, ecommerce, publishing — vs a clear public site.
5. Cost of neglect — lost enquiries, security risk, confusing AI/search summaries.
6. Decision frame — repair, rebuild or retire; then assign care.

Notes

• Tone: calm, practical; no “supercharge your brand”.