Know-how for SMEs
The Grafwerk Blog
100 clear articles on web design, SEO, load times, analytics and conversion, written the way I would explain it to a client at the kitchen table. No jargon, with concrete steps for your business.
SEO · 15 June 2026
What is SEO? The basics explained clearly for small businesses
What is SEO, and why is it worth it for small businesses? An easy-to-follow introduction to the basics, without jargon, with concrete first steps for your website.
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SEO · 15 June 2026
Keyword research for beginners: how to find the right search terms
Keyword research for beginners: how to find, step by step, the search terms your customers really look for, without expensive tools.
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SEO · 15 June 2026
On-page SEO checklist: optimise every page for Google
On-page SEO explained practically: optimise title, heading structure and internal links so that Google understands every page. A checklist for Swiss small businesses.
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SEO · 15 June 2026
Meta title and meta description that actually get clicked
Write a good meta description and craft a click-worthy meta title: how to get more clicks out of your Google snippet, with examples for small businesses.
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SEO · 15 June 2026
Heading structure: using H1 to H3 correctly for SEO
H1, H2 and SEO explained clearly: how to build a clean heading structure that guides both Google and your readers alike, with examples for small businesses.
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SEO · 15 June 2026
Internal linking: better rankings through a clever link structure
Use internal linking deliberately: how to steer link equity and navigation, help Google understand your site and improve your ranking step by step.
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SEO · 15 June 2026
Technical SEO: the foundation for good Google rankings
Technical SEO explained clearly: how to secure crawlability, indexing and a clean structure so that Google finds and rates your small-business website well.
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SEO · 15 June 2026
Structured data with Schema.org: rich snippets for small businesses
Structured data with Schema.org explained simply: how small businesses use markup for rich snippets and gain more visibility in Google's search results.
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SEO · 15 June 2026
Setting up and using Google Search Console properly
How to set up Google Search Console and use it properly: check indexing, analyse errors and understand search queries, step by step for small businesses.
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SEO · 15 June 2026
Building backlinks: reputable link building for Swiss small businesses
Build backlinks without risk: how Swiss small businesses gain reputable, lasting links, explained honestly, without expensive tricks and without a Google penalty.
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SEO · 15 June 2026
The 10 Most Common SEO Mistakes That Cost SMEs Rankings
These 10 SEO mistakes cost SMEs rankings and enquiries every day. Here is how to spot and fix the typical pitfalls, explained clearly and without jargon.
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SEO · 15 June 2026
Avoiding Duplicate Content: When Google Sees Content Twice
Duplicate content costs visibility. Here is how to spot duplicate content, set the canonical tag correctly and tell Google clearly which page counts.
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Local SEO · 15 June 2026
Optimising Your Google Business Profile: Visible in Local Search
Set up and optimise your Google Business Profile completely: step by step to more visibility in local search, a practical guide for SMEs.
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Local SEO · 15 June 2026
Local SEO for SMEs: Reaching Customers From Your Region Online
Local SEO for SMEs: how to build local visibility step by step and get found on Google by customers from your region, explained hands-on.
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Local SEO · 15 June 2026
Getting More Google Reviews and Responding to Them Properly
Get more Google reviews: how to ask for them kindly, make it easy for customers and respond confidently to praise and criticism, practical for SMEs.
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Local SEO · 15 June 2026
NAP Consistency: Keeping Company Data Clean in Directories
NAP consistency explained: why consistent company data in trade directories improves your local Google ranking, with practical tips for SMEs.
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Local SEO · 15 June 2026
Building Local Landing Pages for Multiple Locations Properly
How to build local landing pages for multiple locations without duplicate content, with real added value per place and better visibility on Google.
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Local SEO · 15 June 2026
Rising in the Google Maps Ranking: The Local Pack for SMEs
How to improve your Google Maps ranking: the factors for the Local Pack, explained practically for SMEs in Schaffhausen, Winterthur and all of Switzerland.
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Local SEO · 15 June 2026
Local SEO in Schaffhausen and Winterthur: Getting Found Regionally
Local SEO Schaffhausen put into practice: how SMEs from Schaffhausen and Winterthur get found regionally on Google, with profile, location pages and reviews.
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Local SEO · 15 June 2026
Finding Local Keywords: How Customers Search in Your Region
Finding local keywords made easy: how to discover the search terms customers in your region use to look for you, practical steps for SMEs.
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Local SEO · 15 June 2026
Business directory listings in Switzerland that are actually worth it
Which business directory listings really pay off for Swiss SMEs? The directories that matter, what counts when it comes to NAP data, and what you can happily skip.
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Local SEO
Getting found locally on Google: the guide for SMEs
How to get found locally on Google: Google Business Profile, local SEO and reviews, practical steps for SMEs in Schaffhausen & Winterthur.
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Analytics · 15 June 2026
Setting up Google Analytics 4: the step-by-step guide
Setting up GA4 made easy: how to create an account and data stream, embed the code and check the data. A practical guide for Swiss SMEs.
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Analytics · 15 June 2026
Understanding GA4: the most important metrics for SMEs
GA4 metrics explained simply: which metrics really count for Swiss SMEs and how to interpret the numbers in Google Analytics 4 correctly.
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Analytics · 15 June 2026
Setting up events and conversions in GA4 correctly
Setting up GA4 events correctly: how to track calls, forms and clicks as conversions, an understandable guide for Swiss SMEs without jargon.
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Analytics · 15 June 2026
Google Tag Manager for beginners: manage tags without code
Google Tag Manager makes tracking tags possible without programming. How to set up containers and triggers, explained clearly for Swiss SMEs.
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Analytics · 15 June 2026
Using GA4 in a privacy-compliant way: IP, consent and cookieless
GA4 privacy explained clearly: IP handling, consent banners and cookieless tracking. How to run analytics on legally solid ground, a guide for Swiss SMEs.
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Analytics · 15 June 2026
Setting up conversion tracking: which actions really count
Setting up conversion tracking and making leads and sales measurable: how you as an SME find out which actions on your website really count.
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Analytics · 15 June 2026
Reading GA4 reports: turning data into real decisions
Understanding and using GA4 reports: how to read the standard reports correctly and, as an SME, derive real decisions for your website from them.
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Analytics · 15 June 2026
Implementing cookie banners and consent correctly for clean tracking
Obtaining cookie banner consent cleanly, without losing data: how Swiss SMEs collect consent on legally solid ground and still keep usable statistics.
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Analytics · 15 June 2026
Privacy-Friendly Alternatives to Google Analytics
Plausible and Matomo as a Google Analytics alternative: which privacy-friendly solution fits your SME? An honest comparison without the jargon.
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Analytics · 15 June 2026
Using UTM Parameters: Track Campaigns Cleanly in GA4
How to tag campaign sources with UTM parameters and see clearly in GA4 where your visitors come from. A practical guide for Swiss SMEs.
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Traffic · 15 June 2026
Understanding Traffic Sources: Where Your Website Visitors Come From
Traffic sources explained simply: how to tell organic, direct, referral and social apart, and see where your website visitors really come from.
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Traffic · 15 June 2026
More Website Traffic Without an Ad Budget: Organic Levers
More website traffic without advertising: how to bring more visitors to your site through Google, content, local listings and recommendations, specifically for Swiss SMEs.
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Traffic · 15 June 2026
Understanding and Lowering Bounce Rate: Keep Visitors Longer
Lowering bounce rate made easy: how to read the bounce rate correctly and keep visitors on your website longer, explained practically for Swiss SMEs.
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Traffic · 15 June 2026
Increasing Time on Site: How to Keep Visitors Longer
Increasing time on site made easy: with good content and clear UX you keep visitors on your website longer, practical tips for Swiss SMEs.
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Traffic · 15 June 2026
Analysing the Conversion Funnel: Where You Lose Visitors
The conversion funnel explained clearly: how to measure every step from visit to enquiry and find the point where visitors drop off.
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Traffic · 15 June 2026
Organic vs. Paid Traffic: What's Worth It for SMEs?
Organic vs. paid traffic in a cost-benefit comparison: when SEO pays off, when Google Ads does, and how Swiss SMEs cleverly combine both.
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Traffic · 15 June 2026
Building Referral Traffic: Winning Visitors via Other Websites
Building referral traffic: how Swiss SMEs win new visitors long-term through referrals from partner sites, directories and reviews, explained concretely.
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Traffic · 15 June 2026
Recognising and Using Seasonal Traffic Fluctuations
Understanding seasonal traffic fluctuations: how to recognise your website's demand cycles, plan ahead and deliberately balance out quiet months.
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Traffic · 15 June 2026
Bounce and Exit Pages: Finding Weak Spots in Your Page Flow
Analysing exit pages made easy: how to find out where visitors bounce and leave your website, and how to improve those spots in a targeted way.
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Traffic · 15 June 2026
Traffic Drop: Finding and Fixing the Cause Systematically
A sudden traffic drop on your website? Here's how to find the cause step by step, from technical issues through Google updates to seasonality, and fix it.
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Performance · 15 June 2026
Core Web Vitals Simply Explained: LCP, INP and CLS for SMEs
Core Web Vitals explained clearly: what LCP, INP and CLS mean, which values are good and how to measure the three vitals yourself. For Swiss SMEs.
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Performance · 15 June 2026
Optimising Images for the Web: WebP, Size and Loading Time
Optimise images for the web: how to reduce image weight without visible quality loss, using WebP, the right size and faster loading. Clearly explained for SMEs.
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Performance · 15 June 2026
Reading PageSpeed Insights Correctly and Deriving Measures
PageSpeed Insights shows a number, but what does it mean? Here's how to read the Lighthouse report correctly and derive sensible measures. Clearly explained for SMEs.
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Performance · 15 June 2026
Lazy Loading and Caching: Noticeably Improving Loading Time
Lazy loading and caching make your website noticeably faster. Clearly explained for Swiss SMEs, without jargon, with clear examples from practice.
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Performance · 15 June 2026
Optimising Mobile Performance: Fast Pages on the Smartphone
Improve mobile performance in a targeted way: how to make your website noticeably faster on the smartphone. Clearly explained for Swiss SMEs, without jargon.
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Performance · 15 June 2026
How Your Hosting Influences Your Loading Time
Hosting and loading time are closely linked: how server location and TTFB determine the speed of your website, explained clearly for Swiss SMEs, without jargon.
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Performance · 15 June 2026
CDN for SME Websites: Do You Need a Content Delivery Network?
Does your SME website need a CDN? I explain clearly what a Content Delivery Network brings, when it's worth it and when you can safely do without it.
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Performance · 15 June 2026
Eliminating Render-Blocking: Slimming Down CSS and JavaScript
Render-blocking slows your page down before it even appears. Here's how to spot and eliminate blocking CSS and JavaScript files, explained clearly for SMEs.
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Performance · 15 June 2026
Web Fonts and Performance: Type Without a Speed Penalty
Web font performance without compromise: how type loads fast and without a jumping layout. Explained clearly for Swiss SMEs, entirely without jargon.
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Performance
A Fast Website: Why Loading Time Decides Success
A slow website costs you customers and Google ranking. Here's how to improve loading time and Core Web Vitals, explained clearly for SMEs, without technical gibberish.
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Content · 15 June 2026
Writing Good Website Copy: Convince Instead of Bore
Write website copy that sells instead of bores: how you as an SME craft convincing web copy that speaks to customers and leads to enquiries.
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Content · 15 June 2026
Writing SEO Copy: For Readers and Google at the Same Time
Write SEO copy that people enjoy reading and Google understands: how to combine search intent and readability, a practical guide for Swiss SMEs.
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Content · 15 June 2026
Is a Company Blog Worth It? Content Marketing for SMEs
Is a company blog worth it for SMEs? How a blog boosts your visibility on Google, builds trust and brings new customers, explained honestly by a practitioner.
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Content · 15 June 2026
The Perfect About Page: Trust Instead of Platitudes
Write a good About page that builds trust: how to create an authentic company introduction without platitudes, with concrete tips for SMEs.
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Content · 15 June 2026
Service Pages That Sell: Presenting Your Offer Convincingly
Service pages that sell: how to align your service pages with your customers' benefit and turn visitors into real enquiries, with examples for SMEs.
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Content · 15 June 2026
Choosing the Right Images for Your Website
Choosing images for your website: why real photos convince more than interchangeable stock images, with practical tips for Swiss SMEs on a small budget.
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Content · 15 June 2026
Alt Text for Images: Accessibility and SEO in One
Alt text explained clearly: how to write image descriptions that help blind users and strengthen your Google ranking, with examples for SMEs.
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Content · 15 June 2026
Creating an Editorial Calendar: Content Planned, Not Random
With an editorial calendar you plan content continuously instead of randomly. Here's how your SME finds topics, keeps the rhythm and publishes without stress.
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Content · 15 June 2026
An FAQ page with real value: answering customer questions cleverly
A good FAQ page saves time and brings visibility: how to use common customer questions for better UX and more success on Google, with clear examples.
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Content · 15 June 2026
AI-written text for your website: opportunity or SEO risk?
Using AI text sensibly on your website: where AI tools really help, where they harm your Google ranking, and how you as an SME find the balance.
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Content · 15 June 2026
Storytelling for SMEs: winning customers with stories
Storytelling for SMEs: how to build your brand story as a narrative, win trust and turn visitors into customers, concretely and without jargon.
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Technology · 15 June 2026
Website relaunch without losing rankings: the complete checklist
Planning a website relaunch? How to pull it off cleanly without losing your Google rankings. The complete checklist for Swiss SMEs, step by step.
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Technology · 15 June 2026
Choosing the right domain: .ch, .com or both?
Choosing a domain for your Swiss company: when is .ch worth it, when .com, when both? An honest guide to domain strategy for SMEs, without jargon.
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Technology · 15 June 2026
Web hosting in Switzerland: what SMEs should look out for
Swiss web hosting compared: what SMEs should really pay attention to regarding server location, speed, support and data protection, explained clearly, without jargon.
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Technology · 15 June 2026
SSL certificate and HTTPS: why every company site needs it
What is an SSL certificate and why does every company site need one? HTTPS builds trust, protects data and helps your Google ranking, explained clearly for SMEs.
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Technology · 15 June 2026
WordPress or a static website? Pros and cons for SMEs
WordPress vs static website: pros and cons compared honestly. Which system suits your SME? A web developer from Switzerland explains it clearly.
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Technology · 15 June 2026
Website maintenance: why a company site needs ongoing care
Website maintenance is not a luxury: why updates, backups and security are ongoing tasks and how to keep your company site reliably up and running.
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Technology · 15 June 2026
A backup strategy for your website: how to avoid data loss
A good website backup saves your site when something goes wrong. How to plan your backup rhythm and recovery, explained clearly for Swiss SMEs.
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Technology · 15 June 2026
Migrating a Website: Switching Hosting Without Downtime or Data Loss
Migrate your website without the stress: how to switch hosting providers step by step, with no downtime, no data loss and no harm to your Google ranking.
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Technology · 15 June 2026
Accessible Website: What Swiss SMEs Should Keep in Mind
An accessible website pays off, both legally and humanly. What Swiss SMEs should know about obligations and accessibility basics, simply explained.
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Technology · 15 June 2026
Making Your Website Data-Protection Compliant: revDSG and GDPR for SMEs
What does the revDSG mean for your website? Clearly explained, with a concrete checklist for privacy policy, cookies and contact form for Swiss SMEs.
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Technology · 15 June 2026
Sitemap and robots.txt: How Google Reads Your Site Correctly
What are a sitemap and robots.txt, and how do you use them to steer how Google reads your website? Clearly explained for SMEs, without any tech gibberish.
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Technology
Site Builder or Coded Website? The Honest Comparison
A site builder like Wix & Jimdo or a hand-coded website? Pros and cons honestly compared, for SMEs that want to make a good decision.
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Conversion · 15 June 2026
Call-to-Action Buttons That Actually Get Clicked
Place and word your call-to-action right: how, as an SME, you design buttons that get clicked and turn visitors into real enquiries.
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Conversion · 15 June 2026
Optimising Your Contact Form: More Enquiries, Fewer Drop-offs
Optimise your contact form and get more enquiries: how, as an SME, you avoid drop-offs and win leads with fewer fields and shorter forms.
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Conversion · 15 June 2026
The Perfect Landing Page: A Structure That Turns Visitors Into Leads
Create a landing page that really brings enquiries: the structure, sequence and elements that turn visitors step by step into leads for your SME.
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Conversion · 15 June 2026
Building Trust on Your Website: Trust Signals for SMEs
Trust signals decide whether visitors believe you. How to use references, seals and proof correctly on your website and win more customers.
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Conversion · 15 June 2026
Using Customer Testimonials Effectively
Use testimonials and customer voices as social proof: how, as an SME, you win trust and more deals on your website with genuine reviews.
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Conversion · 15 June 2026
Conversion Rate Optimisation: Turning Visitors into Customers
Conversion rate optimisation for SMEs: how to systematically turn website visitors into customers, with clear fundamentals, honest tips and examples.
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Conversion · 15 June 2026
A/B Testing for SMEs: Decisions Backed by Data, Not Gut Feeling
A/B testing for SMEs explained simply: test two versions of your website, evaluate them properly and make decisions with data instead of gut feeling.
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Conversion · 15 June 2026
Generating Leads with Your Website: From Click to Enquiry
Generating leads with your website: how, as an SME, you build a clear path from the first click to the enquiry, with examples and without jargon.
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Conversion · 15 June 2026
Reducing Cart Abandonment: More Sales in Your Online Shop
Reduce cart abandonment and achieve more sales: how, as an SME, you remove the most common checkout hurdles in your online shop, without jargon.
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Conversion · 15 June 2026
Call, WhatsApp, Appointment: Direct Contact Routes as Conversion
Low-barrier contact buttons turn visitors into enquiries. Here's how to use phone, WhatsApp and appointments as a contact CTA properly and win more customers.
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Strategy · 15 June 2026
Planning a Website: The Step-by-Step Roadmap for SMEs
Plan a website without chaos: the honest step-by-step roadmap from goal through structure and content to launch, explained clearly for Swiss SMEs.
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Strategy · 15 June 2026
Online Marketing Budget for SMEs: How Much Makes Sense?
How much online marketing budget does an SME really need? Realistic guide values, sensible allocation and a simple plan, honestly explained from practice.
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Strategy · 15 June 2026
Setting Website Goals and KPIs: Making Success Measurable
Setting website KPIs properly: measurable goals instead of gut feeling. How Swiss SMEs can tell whether their website is truly worthwhile, explained clearly.
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Strategy · 15 June 2026
Online Competitor Analysis: Learning from the Competition
Competitor analysis made easy: how to systematically evaluate your competitors' online presence and learn from it for your own website.
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Strategy · 15 June 2026
SEO or Google Ads? The Right Choice for Your Budget
SEO or Google Ads? How to decide, based on goal and budget, which channel is worthwhile for your SME, honestly explained, without jargon, with clear rules of thumb.
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Strategy
A New Company Website: What to Consider Beforehand
Planning a new company website? Clarify these 7 points first, goals, content, structure & budget. The checklist for a project that truly succeeds.
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Strategy
What Does a Professional Website Cost in Switzerland? 2026 Prices
What does a website cost in Switzerland? Honest 2026 prices for SMEs, from CHF 890 to 8,000+. Explained transparently. Get in touch, no obligation.
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Social Media · 15 June 2026
Social Media Strategy for SMEs: With a Plan Instead of Activism
Social media strategy for SMEs: how to deliberately define your channels and goals, post less but more purposefully, without spreading yourself thin. Practical and honest.
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Social Media · 15 June 2026
Which Social Media Platform Suits My Business?
Choosing a social media platform made easy: how to pick your channel by target audience instead of gut feeling, explained concretely for Swiss SMEs.
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Social Media · 15 June 2026
LinkedIn for SMEs: B2B Visibility and Winning Customers
LinkedIn for SMEs: how, as a Swiss business, to build a B2B presence, become visible and win business customers, without an agency and without an ad budget.
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Social Media · 15 June 2026
Instagram for Local Businesses: Reach in Your Region
Instagram for local businesses: how to reach customers in your region visually, with location, local hashtags and genuine images. Practical tips for Swiss SMEs.
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Social Media · 15 June 2026
Interlocking Website and Social Media: Sharing Traffic Both Ways
Interlock website and social media cleverly instead of running them in isolation: how to send visitors between them and get more out of both channels, for Swiss SMEs.
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Social Media · 15 June 2026
Content Ideas for Social Media: 30 Approaches for SMEs
Social media content ideas against a shortage of ideas: 30 concrete approaches for Swiss SMEs, sorted by theme groups, so you never run out of material again.
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Social Media · 15 June 2026
Growing Organic Reach When the Ad Budget Is Missing
Build organic reach without ads: how Swiss SMEs gain more visibility on social media, with genuine content, patience and a clear system.
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Social Media · 15 June 2026
Posts in Your Google Business Profile as a Reach Channel
Using Google Business posts properly: how to gain more local visibility with short posts in your business profile, a practical guide for SMEs.
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