High-converting landing page development
in Zurich

A landing page selling to consumers in Switzerland answers to two rules at once. Both switch on the moment a price sits beside a way to buy. The Price Indication Ordinance controls how that figure is shown. The Unfair Competition Act controls what a buyer must be told before an order goes through. Neither rule cares how short the page is.

Start with the number itself. An offer to a consumer must show the amount actually payable, in Swiss francs. Value added tax belongs in that figure. So does any charge nobody can avoid. A headline price with a footnote of add ons that everybody ends up paying misses the point. The figure in large type has to be the real one.

Comparison prices are allowed. A struck through old figure beside a new one is a familiar landing page trick. It is fine, but only when that earlier price was genuinely charged before. It becomes dishonest the moment the higher number exists only to flatter the lower one. Build the comparison component with a field for evidence of the earlier price. That way the claim can be defended later, not invented at launch.

The unfair competition rules turn to the seller next. A page selling to consumers needs a name, an address and a working way to make contact. That has to sit where a visitor will see it. Not buried behind a link nobody clicks. A footer line beside the submission button usually does the job.

The same law asks for something else, an explanation of the steps needed to conclude a contract. That does not mean a wall of legal text above the button. A short line describing what happens next, a confirmation screen, a follow up message, satisfies the duty. It also cuts down on support questions later.

A visitor also needs a way to fix a mistake before an order becomes final. On a page compressed onto one screen, a short summary step can do this. It repeats the chosen plan and the entered details, with a link to edit before anything is sent. That is a small wireframe addition. It carries real weight under the rules.

None of this applies in full to a page built purely for leads, where a visitor asks for a quote instead of paying on the spot. The duties switch on with the combination of a stated price and a way to buy. A page that only collects enquiries carries a lighter load. A page that closes a sale in the same scroll carries the full one.

A landing page makes its first argument in the space a visitor sees without touching the mouse. Call it the first screen. It has to answer one question fast: does this page match what I clicked to get here.

Keep the first screen small on purpose. A headline that states the offer plainly. A supporting line that adds what the headline could not fit. One path to act. Cram in a logo strip, a countdown clock and three feature icons, and none of it lands. Choice, not addition, is the skill here.

The image in that first view carries more weight than its size suggests. A photograph of the product in use tells a different story than an abstract graphic. The wrong choice makes a clear headline feel vague. A screenshot suits software. A lifestyle photograph often suits a service sold on outcome rather than interface.

Button placement matters as much as button wording. A visitor scanning quickly should find the action without hunting. Keep it visible. Do not trust that a scroll will happen. A second, identical button further down rarely hurts, and it often helps once the visitor has read enough to decide.

Not every visitor scrolls dutifully to the bottom. A page built only for that patient reader risks losing the impatient one. So test the harder question. Would this page still work if the first screen were the only part anyone read.

A common mistake treats the first screen as a table of contents, listing every benefit in miniature instead of choosing the one worth leading with. Five competing claims at once, and a visitor remembers none of them. One clear claim, and the same visitor keeps reading to learn more.

Test this section on its own, before the rest of the page even exists. Show a rough hero to a handful of people for a few seconds each. It reveals quickly whether the offer reads clearly without any of the supporting detail sitting further down the page.