Why Your Online Presence Feels “Off”… even if you have a beautiful website.

by Giorgia Riola • Business Strategist & Squarespace Web Designer in Basel, Switzerland

Your website is online, your logo is done, your Instagram is active… and yet something still feels off.

Your online presence doesn’t reflect who you are, or it doesn’t attract the clients you want. Or worse: you’ve done everything “right,” but still hear crickets.

You are not alone.

Working with entrepreneurs, freelancers, and expats in Switzerland (especially here in Basel), I hear this every week:

• “I have a website, but I don’t feel confident sending people to it.”

• “Something doesn’t match… but I can’t explain what.”

• “I’ve tried DIY, templates, courses and I’m still stuck.”

The truth?
Most business owners don’t have a design problem.
They have a clarity problem.

And clarity comes from Strategy, not from colors, fonts, or a catchy headline.

Let me show you why.

1. A Website Is the RESULT of Clarity
Not the Starting Point

This is one of the biggest misconceptions I see with clients and DIY-ers.

Most people start here:
✔ pick a template
✔ write something quickly
✔ choose colours they “like”
✔ upload some pictures

But if you don’t know:
• WHO you are speaking to
• WHAT you offer
• WHY your offer matters
• HOW people should navigate your business
• WHAT emotions your brand should create

… your online presence will always feel random, confusing, or incomplete.

This applies whether you are:

• a freelancer building your first website

• a small business owner

• or an expat in Switzerland or abroad starting over in a new market

Without clarity, design cannot work.

2. What “Clarity” Actually Means
and Why You Need It

Here’s what I help clients work on and what most DIY-ers skip because they don’t know where to start.

✔ Your Unique Value Proposition (UVP)

What makes your approach different?
What do you stand for? Why should someone choose you?

✔ Your Ideal Audience

Not just demographics — but psychology, motivations, and decision triggers.

✔ Your Brand Mood & Feelings

Because people don’t decide with logic —
they decide with emotion.

✔ Your Communication Strategy

Your tone of voice, messaging pillars, keywords, and emotional direction.

✔ Your Client Journey

From the moment someone discovers you → to becoming a loyal client. This is essential for conversions.

✔ Your Structured Offers

Clear, simple, aligned with what people actually need.

Without these foundations, your website is like building a house on sand.

3. DIY-ers: Here’s What You Can Do Right Now (tangible steps)

If you’re doing everything yourself, start here, it’s the exact framework I use with my clients in Basel and internationally.

1. Write down your audience’s biggest pain points

Not generic ones, their real struggles.
What are they trying to solve?
What is blocking them?

2. Clarify your UVP in one sentence

Try this formula:
I help [audience] achieve [result] through [your approach].

3. Choose 3–4 messaging pillars

Examples:
• education
• values
• transformation
• expertise
• behind the scenes

These become your content foundation.

4. Define the emotions your brand should evoke

Do you want people to feel calm?
Inspired? Safe? Motivated?
This will guide your visuals.

5. Map your client journey

How do people find you?
What do they need before they say “yes”?
Where do you lose them?

These 5 questions alone can transform your entire marketing.

4. What Happens When Strategy Comes First

When you build your online presence based on clarity, everything shifts.

Clients tell me:
✔ “Now my website finally feels like ME.”
✔ “I know how to explain what I do.”
✔ “I am attracting clients I actually want.”
✔ “I feel proud to send people to my website.”
✔ “I finally see the direction of my business.”

Your website becomes more than a page.
It becomes a tool.

Your brand becomes more than a look.
It becomes a message.

Your online presence becomes more than a task.
It becomes a confident expression of who you are.

5. When It’s Time to Get Support

If you’re reading this and thinking “This is exactly where I’m stuck,”
there are two ways I can help:

✔ 1. BUSINESS STRATEGY SESSIONS

Perfect if you need clarity on your audience, offers, communication and direction, before touching any design.

✔ 2. THE CONFIDENT ONLINE PRESENCE

My all-in-one flagship transformation:
Strategy → Brand Identity → Squarespace Web Design → Training & Empowerment.

Designed for entrepreneurs, freelancers, and expats in Switzerland who want a professional, strategic online presence they can finally feel proud of.

My Approach

I combine that analytical mindset with human-centered creativity, so your brand doesn’t just look good; it works strategically.

If you want to know more about my story and approach, read my About page →.
And if you’re curious about how this process looks in practice, explore my Services →.

Need clarity?

I offer a FREE discovery call to help you understand what you actually need: strategy, design, or both.

👉 Book your free discovery call

Your business deserves an online presence that feels aligned, intentional, and truly yours.

💛 Want a FREE consultation?
Contact me here → and let’s talk about your project.
We’ll build (or refine) your online presence so it finally feels clear, confident, and sustainable.