Swisscom Prepaid for tourists: Landing page built from scratch
SEO strategy, page concept and UX copy for a new prepaid offer for international visitors, with no existing page and no traffic, built in parallel with a wider website relaunch.
The result in one sentence
From zero to live: a new prepaid landing page that built traffic and generated first sales.
UX/UI Designer, UX Writer, Content Strategist
Product Manager · SEO Manager
Prepaid was a minor topic at Swisscom and there was no dedicated online offer for international visitors.
Almost no visibility
No dedicated entry point for tourists and no meaningful search ranking.
Starting from zero
Neither page structure nor meaningful traffic existed.
A relaunch in the background
Implementation had to happen alongside new corporate web standards.
A new build on moving ground.
No SEO foundation
Keywords, intent and page structure had to be developed from scratch.
Guidelines were changing
Design standards evolved during implementation.
Several competing expectations
Product, marketing and SEO wanted different priorities on the same page.
SEO as the foundation, co-creation as the method.
Structure derived from search intent
The page followed search research rather than internal product logic.
Content developed together
Structure, copy and UX were iterated with all stakeholders in working sessions.
Fast launch
The page went live quickly and produced the first measurable results.
New prepaid page live
The first dedicated entry point for international visitors.
Traffic and first sales
Visible growth from a true zero baseline.
Management recognition
The approach and result were used internally as a model for similar pages.
What I take away from it
Co-creation from day one
Early joint sessions noticeably improve both quality and acceptance and make later approvals almost a formality.
SEO is information architecture
Strong keyword and intent research is one of the best structure briefs a page can get.
Small projects can have large leverage
Effort and impact are rarely proportional. Small initiatives deserve full focus too.
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