The Real Reason Your SEO Fails (According to a Swiss Web Strategist)

Winno.ch

Your Website Isn’t Broken – It’s Built Wrong

You can throw money at SEO, ads, and Google rankings all day long—but if your site doesn’t convert, it’s all a waste. That’s the blunt but necessary truth delivered by Fábio Lichtler, Swiss web strategist and co-founder of Winno, in this episode of From Startup to Wunderbrand.

Fábio’s philosophy? Design should never lead; content should. Most websites fail because they’re reverse-engineered around templates. The form is already set, and the business just tries to squeeze in their content—regardless of whether it serves the user or the brand.

The result? Pretty websites that don't actually do anything.

“Every element on your site needs a reason to exist,” Fábio says. “Form follows content. Not the other way around.”

The 4 Questions Every Homepage Must Answer

One of the most powerful moments in the episode is when Fábio breaks down the four essential questions your website must answer immediately—within seconds of landing on your homepage:

1. What’s the offer?

2. Who is it for?

3. What problem does it solve?

4. What makes it unique (USPs)?

If your site doesn’t clearly answer these, Fábio estimates you're losing 90% of potential customers on the spot. And no, a quote from Henry Ford at the top of your homepage doesn’t count.

Most SEO Is a Scam – Here's What to Look For

According to Fábio, many so-called SEO agencies install a plugin and call it a day. Or worse—they provide monthly “reporting” with no clear strategy or conversion improvements.

At Winno, their approach is holistic:• SEO is customer-first, not keyword-first.• Transparency is essential.• Clients are educated, not kept in the dark.• And every campaign is tailored to the business, not a Google hack.

He also explains why understanding the customer journey is critical to structuring a site that works—not just looks nice.

SEO in the Age of AI & Voice Search

The conversation then pivots to the impact of AI on search. With GPTs, Bing Copilot, and voice search growing fast, how does SEO evolve?

Fábio’s take:• People still use Google for purchase intent.• AI relies on Google-like algorithms for sourcing results.• Sites that offer value and clarity still win.• Voice and AI results still link back to pages—so your site still matters.

He also shares a smart tip: submit your sitemap to Bing Webmaster Tools to increase visibility in AI-driven platforms like Copilot.

Why Swiss Marketing Is Not American Marketing

The final section dives into cultural nuance. Swiss buyers don’t respond to American-style hard sells. They prefer trust, clarity, and less hype.

“The Alex Hormozi-style pitch? Doesn’t work here,” says Fábio.

Even word choice matters. Swiss German search terms differ from standard German, and getting those right in SEO makes a measurable difference.

So if you’re trying to grow in the Swiss or DACH market, you need local expertise, not just global strategy.

🔗 Links & Resources

Fábio Lichtler🌍 Winno Webdesign📱 Fábio on LinkedIn📷 Instagram: @winno_webdesign (content in German)

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