A Powerful Business Lesson Hidden in a 1,000 Year Old Monastery
Can you believe that this functioning monastery, over 1,000 years old, with incredible architecture, atmosphere, and location, had only five visitors, including me and two members of my family?
The monastery is only open in the morning, with three guided tour times, which could even create the impression that it would be crowded due to the short opening hours. Still, very few people were there.
During our visit, we even came across some monks, which made the whole experience even more charming and authentic.
©Leticia Gaidon Bradford Photography.
The Amalfi Coast Location Was Not the Problem
Now let’s talk about the location.
Maybe it is in the wrong place, right?
No.
The monastery is on the Amalfi Coast, in the hills next to a stream and a forest full of wildflowers where people can go for walks. It is also connected to a beautiful little town with charming houses and blooming trees.
Parking on the Amalfi Coast is usually a nightmare, yet they even have parking spaces directly in front of the church and another one just metres away.
So what is wrong?
Why is a place with so much beauty and history struggling to attract visitors?
This is exactly why I wrote this blog today, because this monastery is actually a powerful business lesson.
They have everything needed to succeed.
©Leticia Gaidon Bradford Photography.
©Leticia Gaidon Bradford Photography.
The First Problem: Poor Marketing and Social Media Positioning
First, let’s talk about how we found the place.
We were intentionally searching for somewhere close to where we were staying for a day visit. I don’t enjoy the beach, and my intention in visiting the Amalfi Coast was not to play the role of an influencer saying:
“Look at me in this place… but look at me posting.”
I wanted to experience the local culture and atmosphere.
If you are not intentionally searching for this type of experience, it is very easy to completely miss this monastery online.
And there is the first mistake: poor positioning in social media and marketing.
Bad Photography Is Costing Businesses Clients
Now we arrive at the second problem: terrible photographs of the place.
In my family, we are trained to see potential beyond bad images. However, most people are not.
Images from the monastery’s website.
Many visitors will dismiss a location or business simply because they cannot see its potential through weak photography. And honestly, why wouldn’t they?
There are so many attractive alternatives competing for attention, especially in a place like the Amalfi Coast.
©Leticia Gaidon Bradford Photography.
If you love the beach, why would you choose to visit a monastery that visually appears dull or uninteresting online?
You simply move on to another option.
As a business, you are constantly competing with other choices.
Why would a prospect choose you if you are not showing the best of what you offer?
People try another business first, and if the experience is even acceptable, they stay there. Meanwhile, you may have something truly extraordinary and still wonder why there are so few enquiries or visitors walking through your doors.
Images from the monastery’s website. These photos cannot express the true beauty of the place or generate enthusiasm to visit it.
©Leticia Gaidon Bradford Photography.
©Leticia Gaidon Bradford Photography.
©Leticia Gaidon Bradford Photography.
Professional Photography Changes Perception
I am sharing some images from their website compared with the photographs I took there as a tourist.
I won’t mention the monastery by name because I don’t believe in “name and shame” posts.
What is even more interesting of this case study is that I captured these images during the guided tour itself:
no preparation
no special access
no ideal lighting analysis
no quiet empty spaces
no planned professional shoot
Just observation and visual awareness, which that alone says a lot about how beautiful this place is.
Images from the monastery’s website.
Unfortunately, the website images do not show the proper tones of the catacomb stones. That is what I tried to capture during the guided tour.
©Leticia Gaidon Bradford Photography.
©Leticia Gaidon Bradford Photography.
Customer Experience Matters, even for a Monastery
Finally, they are not thinking enough about customer experience or what visitors actually want.
The prints sold in the shop are not aligned with what tourists are looking for.
The monastery assumes visitors want photographs of a founder monk, but most people are visiting because of:
the architecture
the atmosphere
the history
the cultural experience
Not primarily for religious reasons.
People do not necessarily want a portrait of someone they don’t know hanging in their living room or sent as a postcard to relatives.
They want memories of the place they experienced.
On top of that, everything had to be paid in cash, with no ATM nearby, which creates a frustrating customer experience.
And I can already hear some people saying:
“But it’s a monastery, not a business.”
No.
The moment you open your doors and charge money, you are operating as a business. That comes with responsibilities regarding marketing, communication, and customer experience.
The tourist guide seemed disappointed that nobody wanted to buy the images.
That is business.
And businesses need to understand their audience.
©Leticia Gaidon Bradford Photography.
©Leticia Gaidon Bradford Photography.
What Business owners (like us) Can Learn From This
As a photographer working with professionals and business owners in Aberdeen and Aberdeenshire, I see this constantly.
Sometimes the problem is not the quality of the service or the uniqueness of the business.
The problem is perception.
If your visuals, branding, and customer experience do not communicate the true value of what you offer, people will never discover how good you really are.
And in today’s busy visual world, strong photography is no longer optional. It is part of how trust is built.
Book your free consultation today and discover how professional photos can elevate your brand.
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Bye for now.