News
Web news and trends
Every week we break down a web and digital-marketing trend, and how we put it to work for our clients.
Segmented emails: the secret is in the list, not the message
A beautiful email doesn't help if it reaches the wrong person. Here's how to divide your list into groups that actually matter.
Read →Web push notifications: bringing back the visitors who matter
They're not spam if they arrive at the right time. Here's why web push notifications are becoming the most effective tool to re-engage your site visitors.
Read →Progressive Forms: the conversation that doesn't get abandoned
One field at a time, like a real chat: that's how people actually finish your form.
Read →Strategic caching: the secret of sites that don't drag
No magic, just strategy. When a site stores the right things in the right place, every page loads in a flash.
Read →What really matters for a website in 2026
Among a thousand trends, a few things make the difference: speed, clarity, trust and being found, by AI too.
Read →Four languages, one message: speaking to Switzerland
Translating is not enough. A site that truly speaks Italian, German, French and English opens four markets in one.
Read →AI writes the draft, the voice stays human
AI speeds things up, but samey text is easy to spot. A real voice still makes the difference.
Read →Automations: the boring work that does itself
A welcome message, a reminder, a follow-up: repetitive things that, once automated, never get forgotten.
Read →Security and trust: the padlock is only the start
HTTPS is the minimum. Trust is built with the unseen too: headers, updates, protected data.
Read →The first three seconds: a site's opening counts like a film
Arrivals decide in an instant whether to stay. The first screen must say at once who you are and why to trust you.
Read →Topical authority: Google rewards those who go deep on a subject
Ten pages that cover a topic well beat a hundred scattered ones. Depth beats quantity.
Read →An app with no app store: the site that installs on the phone
A menu, a catalog, a loyalty program that live like an app but with no download or store. They are called PWAs.
Read →Searching by speaking: queries become whole sentences
People no longer type "pizza Zurich" but "where can I eat a good Neapolitan pizza near me tonight". The site must answer that.
Read →Landing page: one page, one goal, zero distraction
When you ask for one action, every extra link is an exit. That is what a landing page is for.
Read →Reviews sell more than any slogan
People trust people. Showing real customer voices convinces more than a thousand adjectives.
Read →Variable fonts: many styles, one light file
A single typeface that turns thin or bold without downloading ten files. Nice to look at and fast to load.
Read →Sustainable web: a light site pollutes less and runs faster
Every page uses energy. A lean site is faster, cheaper to run and lighter on the planet.
Read →Zero-party data: the data people give you on purpose
Do not spy, ask. Data given willingly is worth more than data stolen by trackers.
Read →The right words in the right place beat the design
The text on a button, an error, a form guides people. Microcopy is UX as much as graphics.
Read →WhatsApp: where customers already actually write
People reply to a message more than to a form. Moving the conversation to where they already are changes everything.
Read →Static sites: why the fastest have no database
Many fast sites do not build the page on each visit: they serve it ready. Faster, safer, cheaper.
Read →Dark mode: respecting how people look at their screen
Many browse in dark mode to rest their eyes. A site that notices makes a better impression.
Read →Micro-interactions: the small moves that make the difference
A button that responds, a loader that reassures. Invisible details that make a site pleasant.
Read →Local SEO: getting found by people just around the corner
Someone searching "near me" is ready to buy. Your Google Business Profile is your storefront on the map.
Read →The newsletter is yours. The social following is rented
Algorithms shift and reach collapses. An email list stays the only audience you truly own.
Read →Structured data: telling Google what you really are
The stars, events and FAQs in search results are no accident. They are structured data.
Read →Light images: the fastest route to a fast site
Photos weigh more than anything else on a page. Modern formats like AVIF change everything.
Read →Vertical video: why the corner shop benefits too
The short, vertical format is not just for big brands. A restaurant or shop gains a lot from it.
Read →Accessibility: from kindness to requirement
A site everyone can use is no longer an extra. It is the law, and it is also plain commercial sense.
Read →AI assistants on your site: answer, book, sell
Not the rigid chatbot of old, but an assistant that understands questions and leads to a result.
Read →Bento layouts: bringing order without the boredom
Tiles of different sizes, like a bento box, to say a lot in little space, elegantly.
Read →Cookieless analytics: understanding visitors while respecting them
With third-party cookies fading, you need new measurement that is privacy-friendly yet still useful.
Read →INP: responsiveness is now a ranking factor
Google measures how fast a site reacts to clicks. A sluggish site loses rankings and customers.
Read →GEO: being found is no longer enough, you must be cited
More and more people ask ChatGPT, Google AI and Perplexity instead of scrolling ten links. Here is how to become a source.
Read →E-E-A-T: why Google rewards those who really know their subject
Experience, expertise, authoritativeness and trust: the letters Google uses to decide whether to trust a page.
Read →Position zero: appearing above the first result
The box that answers right away, at the top of Google, before the links. Here is how to win it.
Read →Digital resolutions: what to fix on your site this year
Start of the year, a good time for an honest list of what no longer works on your site and what is worth redoing.
Read →Year-end review: what your site's numbers really say
Before planning the new year, it is worth reading what happened in the old one. Without kidding yourself.
Read →Last-minute gifts: is your site ready for the rush?
In the final days before Christmas, online shoppers are in a hurry with zero patience. The ready win, the hesitant lose.
Read →Frictionless checkout: where already-made sales are lost
The customer chose, added to cart, then vanishes. Often the culprit is a checkout that asks too much.
Read →Abandoned cart: winning back those who were one step away
Someone who fills a cart and does not buy is not lost: often they were just distracted. A gentle reminder brings many back.
Read →Black Friday: why the discount alone is no longer enough
When everyone cuts prices on the same day, the discount sets no one apart. What sets you apart is how you tell it.
Read →Product pages: the storefront that decides the sale
A product page is the moment of truth. The right photos, text and details turn interest into a purchase.
Read →Stars in the results: reviews you can see from Google
Star ratings under a search result draw the click. Not magic, just well-marked-up reviews.
Read →Internal search: your site's best salesperson
Someone using a site's search bar already knows what they want. If they do not find it fast, they leave.
Read →Trust signals: why people buy from those who reassure
At payment time, one doubt is enough to stop everything. Small trust signals dissolve the hesitation.
Read →Crawl budget: do not waste Google's time
Google gives each site a limited time to explore it. Wasting it on useless pages leaves important ones out.
Read →Broken links and redirects: the potholes of your site
A page that no longer exists or a link that leads nowhere are potholes: they trip up people and engines alike.
Read →Readable URLs: addresses you can read and remember
A clear web address says at a glance where it leads. One full of codes means nothing to anyone, Google included.
Read →Breadcrumbs: do not let your visitors get lost
The little trails at the top of pages say where you are and how to go back. They help people and Google together.
Read →The company blog in 2025: is it still worth it?
Writing articles takes time. But a well-made blog works for years, bringing visits and trust while you sleep.
Read →Evergreen content: write once, harvest for years
News lasts a day, useful guides last years. Knowing what to write changes the return on the time you spend.
Read →Telling the brand: people buy stories, not lists
Nobody is moved by a list of features. People grow attached to a true story, with people in it.
Read →The "About" page: the most visited and most neglected
Before buying, people want to know who they are dealing with. Yet that page is often the coldest.
Read →The case study: show instead of promise
Saying "we are good" convinces no one. Showing a problem solved for a real client is worth a thousand slogans.
Read →FAQs: answering before the question becomes a doubt
Frequently asked questions are not filler. Done well, they remove doubts, cut calls and please Google.
Read →Tone of voice: how you speak counts as much as what you say
Two companies can say the same thing and sound opposite. Tone of voice is half the impression you leave.
Read →The call to action: the button that says what happens next
A beautiful site that does not say what to do leaves people stuck. A good call to action guides them to the right step.
Read →The first screen: what you see without scrolling
The top of a page, visible right away, decides whether people stay. It is the most valuable space on the site.
Read →Forms: every field fewer is one contact more
Asking for too much information scares people off. Shorter forms get filled more, and bring more real enquiries.
Read →Testing instead of arguing: A/B tests made simple
Red headline or green? Instead of debating for hours, you show both and watch which people prefer.
Read →Heatmaps: really seeing where people look
Imagine knowing where visitors click, where they linger and where they leave. Heatmaps show it.
Read →Numbers that inflate the ego and numbers that pay the bills
Lots of visits feel good, but they do not pay the salary. Some metrics really matter and others just flatter.
Read →Where customers really come from (and where you spend badly)
Half the ad budget is wasted, the old saying went. The problem is knowing which half.
Read →Mobile-first for real: designing for the phone first
Most people visit you from a phone. Yet many sites are still designed for the big screen.
Read →Made for the thumb: buttons you tap without missing
On a phone you navigate with one finger. Buttons too small or too close cause mistakes, and people lose patience.
Read →The mobile menu: the door too many close badly
On mobile the menu hides behind three little lines. If there is confusion behind it, people cannot find their way.
Read →Color and contrast: nice to look at and readable by all
A color can be elegant and still unreadable. The right contrast holds aesthetics and readability together.
Read →Typographic hierarchy: guiding the eye without a word
Good use of type tells the eye what to read first, what next and what to skip. With no explanation.
Read →White space: the luxury that makes everything clearer
Filling every corner seems to use the space. In reality, empty space is what makes the important things stand out.
Read →Real photos versus fake ones: you can see the difference
Stock photos with perfect smiles are spotted at a glance and do not convince. A real photo is worth more.
Read →Product photography: online, people buy with their eyes
Online shoppers cannot touch. The photo is all they have, and a good photo sells more than a thousand words.
Read →The logo that adapts: one alone is no longer enough
A logo must work large on a sign and tiny in a browser tab. Often you need more than one version.
Read →The name and the domain: the first word you say to the world
A good name can be said on the phone without explaining it and remembered after once. Choosing it well pays for years.
Read →LinkedIn for small businesses: not just for job seekers
Many think of LinkedIn only for the resume. For a small B2B business, it can bring real customers.
Read →Instagram for the corner shop: show, do not sell
A local business does not need millions of followers. A few is enough, the right ones, who live nearby.
Read →Google Ads on a small budget: a few euros spent well
You do not need a big budget to appear on Google when someone is searching for you. You need to spend it with precision.
Read →Retargeting: reminding people you exist without chasing them everywhere
Ads that follow you for weeks only annoy. Reminding people you exist can be done with respect.
Read →The first email matters: welcoming those who just signed up
When someone leaves their email, their interest is at its peak. Wasting that moment with silence is a shame.
Read →Not the same email to everyone: speaking to those who really listen
Sending everyone the same message is convenient but wasteful. Splitting the list into groups makes every email more useful.
Read →Occasion pages: a campaign deserves its own page
Sending a promotion to the generic homepage scatters it. A page dedicated to the occasion converts far more.
Read →Building a community: from customers to people who follow you
A customer buys and leaves. A community stays, comes back and defends you. Building it takes time, but changes everything.
Read →Selling without shouting: words that convince calmly
Exclamation marks and capitals do not convince, they tire. A text that speaks calmly and clearly sells more.
Read →The right subject line: the line that decides if your email is opened
You can write the most beautiful email in the world, but if the subject does not convince, no one will open it. It all plays out there.
Read →The cookie banner: respecting people instead of tiring them
The cookie window that covers everything and makes you hunt for "reject" annoys. It can be done honestly.
Read →Privacy for Swiss SMEs: nFADP and GDPR without panic
Data rules are scary, but for a small business most of it is common sense: collect little and handle it well.
Read →Backups: the safety net you think of only when you fall
No one thinks about backups until the site disappears. Having them is the difference between a bad moment and a catastrophe.
Read →A site is alive: why maintenance is not a luxury
A site is not a poster printed once. It needs care, updates and fixes, or it slowly decays.
Read →Perceived speed: seeming fast counts as much as being fast
Sometimes it is not only how long a site takes, but how it makes you wait. Small touches make the wait bearable.
Read →After Christmas: sales, returns and January's second chance
The week between Christmas and New Year is not a pause. It is made of returns, gift cards and bargain hunters ready to buy.
Read →Hreflang: telling Google which language to show whom
On a multilingual site, a small signal tells Google which version to give each person. Getting it wrong confuses everything.
Read →Translating is not enough: really speaking the reader's language
A literal translation sounds foreign. Localizing means adapting tone, examples and references to who really reads.
Read →Responsive images: the right photo for every screen
Sending a huge photo to a small phone wastes data and time. The site should give each person the right size.
Read →A slow site costs customers, even if you do not notice
Every second of waiting drives someone away. Slowness is a silent loss: you do not see it, but it weighs.
Read →