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We all learned about the tip of the iceberg in grade school, but do you recall the facts about the iceberg ? I researched icebergs on the internet and found a few reminders that you may find interesting.  


  • Icebergs are pieces of ice that formed on land and float in an ocean
  • Icebergs come in all sizes, from ice-cube-size to ice islands the size of a small country
  • The term “iceberg” refers to chunks of ice larger than 16 feet across.
  • Smaller icebergs are known as bergy bits and growlers
  • North Atlantic and the cold waters surrounding Antarctica have the most icebergs
  • Over 90% of an iceberg’s volume and mass is under the surface

I knew that tip of the iceberg was was small portion with most under the surface, but I was shocked to learn that it could be 90% or more. In fact, like an iceberg, it’s the mass below the surface that holds the iceberg upright and afloat. I’m not sure what percentage of a business website is under the the surface as it may vary depending on the complexity; but if you have ever built one, you might soon start to understand how much work there is in the back end even for the most simple version.

What’s hidden below the website surface?

Let’s say for the sake of argument that your business websites include the marketing tools behind them as well. Who would waste the time to build a website and not make SEO settings to make sure your business gets found online? So what exactly is done besides building the website? It may look simple, but there are many hidden steps, processes and features:

  • Branding and identity – before the website starts, the logo and colours must be in place
  • Website development – industry research, planning the structure and telling your story
  • Content writing – user friendly reading and flow along with the keyword research
  • Managed hosting – reliable uptime, daily back ups, malware scanning, right resources  
  • Website design – placing the right elements, components, photos, colours
  • Integration – embedding features, widgets, adding APIs, social media and external links
  • SEO – keyword research, onsite & offsite SEO, local SEO and Google submissions
  • Content management – ongoing changes of text and photos

I trust now you can see why websites are really just the tip of the iceberg with ninety percent of the work under the “surface of the marketing ocean” covering the world. Can you do this? Yes. Can a expert do it better? One hundred percent!

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