Why Bringing Your Passion Online Feels So Hard (Especially When You’re an Expat in Switzerland)
Visual from Giorgia Riola’s Instagram post.
If you’re an expat in Switzerland like me — trying to build your own business, find your place, and make your passion visible online — then you already know this:
It’s not as simple as “just post on Instagram.”
When I arrived in Switzerland, I had big dreams, strong skills, and a clear professional background. And then I made a big decision:
I chose to become my own boss and bring my business online
in a new country, in a new language, within an entirely new market.
Yes, I was exactly where you are right now.
Trying to grow online.
Trying to be consistent.
Trying to make everything “look” professional.
Trying to bring clients in.
There was only one thing that helped me navigate all of this with clarity and confidence:
Business Strategy.
Why Does It Feel So Hard to Build an Online Presence as an Expat?
Because you're not just building a business: you’re building a business while rebuilding your entire life.
Most expat solopreneurs I work with fall into one of these patterns:
1) The Insta Purist
You rely only on Instagram.
You post daily because “that’s what everyone says you should do.” You feel drained, exposed, uncomfortable.
You’re creating content, but not business results.
Your Issue
You’re relying 100% on the algorithm.
Your visibility — and your confidence — depend entirely on posting. That’s not sustainable. It drains your energy, your creativity, and your sense of direction.
Your Solution
You need clarity and structure behind your brand:
a clear message
a strong website
defined offers
When you have strategy, you no longer depend on Instagram to “save” your business.
Instagram becomes a marketing tool, not a lifeline.
2) The Multi-Poster
You’re everywhere.
Instagram, Facebook, LinkedIn — you try all platforms at once.
You produce volume, not strategy.
Result? Burnout, inconsistency, and no clear direction.
Your Issue
You’re working hard — but not strategically.
Your energy is spread too thin.
You’re posting in multiple places without a unified message.
High volume. Low impact.
Your Solution
Choose one core platform and pair it with your website blog.
Then create content based on your message pillars, not algorithms. This builds:
recognition
trust
authority
consistent traffic to your online home
This is how you turn content into clients.
3) The Tech-Adverse Expat
You know you “should” be online…
but the idea of tools, websites, and algorithms scares you.
So you rely only on word-of-mouth — which is wonderful, but not sustainable.
Your Issue
Word-of-mouth is wonderful, but also: unpredictable, unstable, unscalable.
If your clients depend on the people you meet in person, your business has a built-in limit.
Your Solution
Build a simple and strategic online presence.
Start with the basics: clear messaging, defined offers, a clean, trustworthy website.
You don’t need to become “techy.”
You just need a structure that works for you, not against you.
You can be online sustainably, without burning out or crossing your boundaries.
So… Which One Are You?
Most expat solopreneurs in Switzerland instantly recognize themselves in one of these:
The Insta Purist
The Multi-Poster
The Tech-Adverse
And each of them can be fixed, not with more posting, more platforms, or more stress,
but with clarity, structure, and sustainable strategy.
This is exactly what I help my clients create.
Giorgia Riola - Business Strategy, Web Design & Branding
If you’re ready to simplify your business and grow online sustainably… I’m here for you.
I help expats in Switzerland & worldwide build:
a strategic online presence
clear messaging
aligned offers
sustainable visibility
websites that convert (Squarespace!)
confidence in their business direction
If you’re tired of guessing your way through your online presence:
👉 Contact me or
👉 Book a FREE Discovery Call
Let’s build a business that finally feels aligned, strategic, and sustainable.
