Market notes
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8 min
Selling into Switzerland and the UK with one website
Two markets, two buying cultures, one studio. What travels between Zürich and London, and what has to be rebuilt.
By Umar
Running one studio across Switzerland and the United Kingdom sounds like a translation problem. It is really a proof problem.
What travels
The structure travels. The way a site answers a client’s questions, the booking flow, the technical foundations and the design system all work identically in both markets. So does the pricing logic, even though the numbers differ.
What does not
Proof travels badly. Swiss clients tend to want provenance, precision and a named person accountable for the work. UK clients tend to want evidence of outcomes and a sense of momentum. The same case study often needs a different opening line depending on which side of the channel it is read on.
Prices are set, not converted
We price each market against what that market actually pays rather than converting one currency into the other. A figure that sits comfortably mid-market in Zurich can land oddly in London, and the reverse is just as true. Swiss clients see CHF, UK clients see GBP, and neither sees an exchange rate.
One brand, two front doors
In practice the answer is a shared brand with market-specific entry pages, rather than two brands or one page trying to address both at once.