There is a particular kind of pub we end up building sites for. The beer is properly kept, the food is better than it needs to be, the landlord knows everyone’s name, and trade is still not what it should be.

Almost always, the same thing is going on. Everything about the pub lives in the heads of the people who already come. The specials board is in the bar. The quiz is announced on a chalkboard by the door. The Sunday menu changes weekly and exists nowhere except a printout. Anybody who does not already drink there has no way in.

Meanwhile a family driving through, a walking group planning next Saturday, a couple looking for somewhere to hold a wake — all of them are searching, and all of them are finding a Facebook page last updated in April and a listing site with your old phone number.

A website does not change the pub. It just stops the pub being a secret.