Most established Irish businesses meet digital transformation the same way. The company has grown, and the website, the brand and the way it is found online have not kept up.
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Systems, processes and data infrastructure: ERP and CRM implementation, cloud migration, process automation, internal reporting and cybersecurity. Usually bought by Operations, Finance or IT, and delivered by a systems integrator.
How the business is found, understood and bought from: positioning and brand, the website, visibility across search and AI answers, conversion, and reporting that connects marketing to revenue. Usually bought by Marketing or Commercial, and delivered by a digital agency. Most established businesses reach this side first, because it is the part customers can see.
It is priced by scope, not from a menu, because the same phrase covers a focused website rebuild and a multi-year programme. Four things move the figure, and the number for a specific programme is agreed at consultation once the scope is clear.
Whether the current site can be built on, or has to be replaced.
CRM, marketing automation, analytics, e-commerce and any customer portal. Integration is usually the largest hidden cost.
Rebuilding a website that carries outdated positioning solves the visible problem and leaves the commercial one in place.
A defined build has an end date. An ongoing growth programme has a different commercial shape
Right for operating model change, organisational design and enterprise-scale programmes. Built for a different size of organisation than most Irish mid-market businesses.
Right for infrastructure, ERP and CRM implementation, cloud migration and process automation. Not the right call for anything customer-facing.
Right for brand and positioning, the website and platform, search and AI visibility, conversion and reporting. Madcraft is a digital transformation company in Ireland working on this side. We do not deliver ERP, cloud migration or cybersecurity work, and where those systems affect the customer-facing side we work alongside whoever owns them. See our industry expertise.
Enterprise Ireland and the Local Enterprise Offices both run digital grants under the Digital Transition Fund. They are aimed at operational digitalisation, digital roadmaps and process improvement rather than marketing websites, so check eligibility against the specific project before assuming it qualifies.
50% of eligible costs, up to a maximum grant of EUR 150,000, for Enterprise Ireland client companies employing 10 or more full-time staff. Funds new or significantly improved digital production methods, service delivery or organisational methods. Detail from Enterprise Ireland.
External consultancy to build a digital strategy or roadmap, typically over an eight to twelve week period. Confirm the current rate and cap directly with Enterprise Ireland.
50% of eligible costs, minimum EUR 500 and maximum EUR 5,000, for businesses with up to 50 employees that have completed a Digital for Business report within the previous two years. This is the small-business route and sits below most mid-market projects. Detail from the Local Enterprise Office.
Madcraft built a custom website for Mincon, the rock drilling tools manufacturer founded in Shannon, County Clare in 1977 and now operating worldwide. It is the pattern this page describes: an established Irish business whose digital presence had fallen behind its scale. Madcraft also built the platform for Herdwatch, the Irish farm management software business, which shows the same approach applied to a very different buyer.On visibility, Madcraft currently holds a cited position in Google AI Overviews for Irish search, which is the outcome the Answer Engine Optimisation work is meant to produce.
Digital transformation is the process of changing how a business operates and reaches its market because digital technology makes something new possible, not by adding tools to existing ways of working. For most established Irish businesses it means closing the gap between the company they have become and the website, brand and marketing setup they are still running on
It is priced by scope, not as a fixed package, because the term covers everything from a focused website rebuild to a multi-year programme. The cost drivers are the state of the existing platform, how many systems need to integrate, whether brand and positioning work is included, and whether it is a defined project or an ongoing programme. Madcraft agrees the figure at consultation, once the scope is clear.
Yes. Enterprise Ireland and the Local Enterprise Offices both run digital grants under the Digital Transition Fund. Enterprise Ireland’s Digital Process Innovation offers 50% of eligible costs up to a maximum grant of EUR 150,000 for client companies with 10 or more full-time staff, and the Local Enterprise Office Grow Digital Voucher offers 50% up to EUR 5,000 for businesses with up to 50 employees. Both are aimed at operational digitalisation and roadmaps rather than marketing websites.
It depends on how much of the sequence is in scope: audit and diagnosis, positioning, platform, visibility, conversion and measurement, then continuous optimisation. Running stages in parallel to save time usually costs more, because each stage sets what the next can achieve. The timeline is set at the diagnosis stage, before anything is committed to a build.
A management consultancy works on operating model and organisational change. An IT partner works on infrastructure, ERP and CRM, cloud migration and automation. A digital agency works on the commercial side: brand and positioning, the website, search and AI visibility, conversion and reporting. Madcraft is the third of these, so a business with a systems problem should speak to an IT partner instead.
In commercial terms: qualified enquiry volume and quality, cost per qualified enquiry, pipeline value attributable to digital, conversion rate on the routes that matter, and share of category visibility including AI answers. Citation and traffic should be reported separately, because a business can be cited often in AI answers and see little referral traffic from them.
By publishing clear, well-structured content that is crawlable and indexed, and by building consistent entity signals across the wider web. There is no special markup, opt-in or AI tag, and no guaranteed inclusion. Madcraft combines technical SEO and Answer Engine Optimisation to build that eligibility.
