Web strategy that fixes your positioning before the build
My strategy process
Assess Assess
I evaluate your current market positioning, what your competitors are really claiming, and what your own marketing metrics say about traffic, conversion and the leads you already lose. Inherited assumptions don't survive this step.
Align Align
Messaging, marketing channels and sales conversations all pointed at the same strategic goal. One core message, one set of proof points, so your website, your deck and your sales calls stop contradicting each other.
Activate Activate
Campaigns go live, the budget goes where the assessment pointed it, and your audience finally hears something consistent. Tracking is configured before launch, so we can tell real movement from noise.
Why me
Strategy written by the person who then has to build it
Fifteen years of design and development behind me: the positioning I hand you gets built for real, it doesn't end up in a drawer.
Strategy from someone who ships
I don't deliver a deck and disappear. I design and build the site too, so every positioning call is made knowing exactly what it costs to execute.
A brief your whole team can build from
Designer, developer, copywriter and sales working from one written source of truth. Fewer revision loops, fewer contradictory versions of your story.
Why positioning matters more than your website in Switzerland
Most SME websites in Switzerland are built to answer the wrong question. The brief says "we need a new site", when the real problem is that nobody inside the company can state in one sentence who they sell to and why that person should choose them over the three competitors down the valley. Design cannot fix that. Development cannot fix that. A beautiful, fast, well-ranked website built on a vague offer simply makes the vagueness load faster.
Positioning is what decides whether your marketing budget compounds or evaporates. Narrowing down feels risky for a small business; how to pick a niche without breaking your business shows how to do it without drying up the pipeline. Working with a dedicated studio like TONYTONY means the person who writes the strategy is the person who then designs and builds it: nothing is lost between the deck and the deploy, and there's one number to call when the market shifts.
Assess: check before you spend
Every engagement starts with an honest audit: where you actually sit in your market, what your competitors claim and where their messaging is weakest, and what your own numbers say about traffic, conversion and the enquiries you're already losing. Most of what a company believes about its own positioning is inherited rather than tested. This is where those beliefs get measured against evidence, before a single franc goes into design or media.
Align: everyone pointed at the same goal
A positioning that only lives in the founder's head isn't a positioning. I turn the assessment into a written framework: one core message, a short list of proof points, an objection map and a tone of voice, so your website, your pitch deck, your LinkedIn and whoever answers the phone all tell the same story. That alignment is what makes a modest budget behave like a much bigger one, because nothing you publish contradicts anything else you publish.
Activate: launch, then measure honestly
Then it goes live. Campaigns are switched on, the budget goes where the assessment pointed it, and content ships against the messaging framework instead of being improvised week by week. Tracking is configured before launch, not bolted on after, so within a quarter you can see which channel earned its keep and which one was simply expensive. Strategy that never reaches activation is a document. Strategy that does is an asset.
Switzerland & international
Why does positioning count twice in a market like Switzerland?
Because in a small, multilingual market, everyone knows and compares everyone. I work from St-Luc in the Swiss Alps with companies in Switzerland and abroad: some want their site to bring in more, others are about to invest in a rebuild. We always start over a coffee or a glass of wine (or on a video call), with one simple question: who are you really the best choice for?
A market you can name, not one you assume
Tourism, industry, healthcare, B2B services: in a niche market, vague positioning costs you dearly and precise positioning is very hard to beat. I define the segment narrowly enough that you can actually win it.
Positioning that holds in three languages
A Swiss business rarely sells in one language. The core message is written so it survives translation into French, German and English, instead of becoming three companies making three different promises.
Competitor claims, read not guessed
I go through what your competitors actually say on their sites, ads and profiles, and find where they all sound the same. That's usually where your clearest positioning opportunity is hiding.
One brief, four disciplines
The output is something your designer, developer, copywriter and sales people can all open and use. No 60-slide deck ageing in a shared drive.
Other Services
Other Services
Web Strategy FAQ
Clear answers on sharpening your value proposition and attracting ideal clients.
Do I need a strategy sprint if I already know my audience?
Sometimes yes, sometimes no. If you can write down your ideal client profile, your top 3 value props, your key objections, and your core messaging in 30 minutes, you probably don't need a full sprint, just a design and build. If that exercise feels hard, your website will reflect that lack of clarity no matter how well it's designed. A short strategy session usually pays for itself in reduced revision cycles alone.
What's the output of a strategy sprint, a document, a deck, a workshop?
A structured operational strategic brief covering audience definition, positioning statement, messaging framework, value propositions, objection map, and a site structure recommendation. Delivered as a structured Google Doc your team can actually reference and update, not a static PDF that goes stale in a week. Plus a working session to align stakeholders before design begins.
Do you run the activation phase too, or only the strategy?
Both, and that's the point of the sequence. Assess and Align produce the framework; Activate is where it goes live, site copy, page structure, campaigns and the tracking behind them. I can run the whole thing, or hand the brief to your existing team or agency and stay on as a reviewer. What I won't do is deliver a positioning document and leave before anyone has tested it against a real audience.
How long does a strategy sprint take, and can it run in parallel with design?
Typically 1–2 weeks, depending on scope and stakeholder availability. For tight timelines, the strategy phase can overlap with early design exploration, but the core positioning and messaging framework has to be locked before detailed design begins. Otherwise you're just decorating assumptions. Strategy-first saves time in the long run by preventing the "let's redo the hero section" loop late in the project.
Can you run a positioning sprint with a team outside Switzerland?
Regularly. I'm based in St-Luc in the Swiss Alps and run strategy sprints remotely for teams in Europe and further out, as often as on-site for Swiss SMEs. Time zones and a shared document are usually the whole logistics story. What Switzerland adds is the habit of positioning that has to work in three languages at once, which turns out to be good training for any market where your buyers do not all speak the same one.
What does a strategy sprint cost, and is it worth doing before a website?
A focused sprint is a fraction of a website budget — SME Growth is CHF 4,900, Bespoke from CHF 9,900 — and usually pays for itself in avoided redesigns. Most Swiss SMEs I work with skip the 60-slide agency workshop and want a working brief their designer and developer can actually build from, typically 1–2 weeks, fixed price after a short call. If you can't state who you sell to and why they should pick you, building the site first is the expensive way to find out.