Switzerland.com: Content as a service, not just information

Carmen CandinasFebruary 2026

Together with Switzerland Tourism, we revised the most important pages on Switzerland.com. The goal: to better support travellers when planning their trip or excursion in Switzerland. To achieve this, we focus on practical information and clear structures.

In brief

Starting point: Many pieces of content describe places or experiences but do not support planning
New focus: practical information instead of generic descriptions
Implementation: starting with the most visited destination and experience pages

What travellers really want to know

What can you experience at the Rhine Falls in Schaffhausen? What sights are there in Zurichand the surrounding area? How much time should you plan for the Aare Gorge? Anyone planning a trip is looking for answers to concrete questions. We know this from a user survey – and we also know that users do not always find the answers as quickly as they would like.

Planning support instead of encyclopaedia entries

A sample-based audit of existing pages on Switzerland.com revealed a recurring pattern: many pieces of content read like encyclopaedia entries. Detailed and factually correct, but of little help to people planning a trip. The texts explained history and background rather than showing what visitors can actually do there.

However, anyone planning an excursion needs practical information: Is it worth visiting? How much time should I allow? What can I expect on site?

Information is a service

When redesigning the destination and experience pages, we consistently changed perspective. Instead of asking, “What can we tell people about this place?”, we asked: “What do visitors want to know in order to plan this experience – and in what format?”

This turns a description of the Rhine Falls into a planning guide. A text about the history of a castle becomes a concrete visit suggestion with time estimates. Good content, however, offers more than pure facts. That is why we deliberately integrated tips and experiential knowledge into the texts: first-hand recommendations that genuinely enrich the visit.

Two page types, one principle

We focused on the two most important page types: destinations and experiences. Together, they make up more than 5,000 pages and are therefore among the most relevant content on Switzerland.com. Both pursue different goals, but follow the same basic principle: help rather than describe. Destination pages function as digital travel guides, while experience pages provide the key information needed for an excursion or activity.

Optimise instead of rebuilding

Not every improvement requires a complete relaunch. Targeted adjustments to structure and wording can significantly improve the user experience – and sometimes removing content helps too.

Two examples:

On destination pages, users previously had to scroll far down to find a city’s or region’s highlights. These are now placed prominently at the top of the page, where users expect them.
On experience pages, we removed redundant content that already exists elsewhere on the website.

Such optimisations can often be implemented with small adjustments in the CMS – without the need to develop new components. See for yourself: Grindelwald, Lucern oder Gelmerbahn.

We had a lot of good content, but often from the wrong perspective. Working with Unic helped us systematically adopt the user’s point of view. The result: pages that genuinely help, instead of merely informing.
Lilian Spörri, Senior Digital Content Manager, Schweiz Tourismus

The principles behind the concept

The collaboration with Switzerland Tourism highlights a number of principles that also apply to other projects:

User focus: every piece of information must provide practical value
Quality over quantity: it is better to implement a manageable scope consistently than to try to do everything at once
Clarity: short, focused and easy-to-understand texts without empty phrases
Structure: a consistent structure makes orientation easier
Action orientation: active addressing instead of passive description

Conclusion: content strategy starts with user needs

The redesign shows that good content starts with users’ questions. Information becomes a service when it answers the right questions – at the right time and in the right amount. And sometimes this does not require a revolution, but simply a change in perspective.