Table of Contents

Executive Summary

OE Group AG is not looking for a website redesign. This is a strategic digital positioning project that demands a conversion-first platform capable of representing eight distinct business divisions, serving ten audience segments, supporting seven local markets, and establishing OE Group as the undisputed digital leader in the Swiss security industry.

Having reviewed the project brief in detail, examined the current website at oe-group.ch, and considered the competitive landscape, WPDesigns is confident that this project aligns directly with our expertise in building structured, high-performance websites with advanced SEO and conversion architecture.

"We want the best website in the Swiss security industry. A website that wins customers — not just a digital brochure."

This proposal outlines our recommended approach across every dimension the brief requires: a proposed site architecture of 29 pages organised into five strategic groups, three CMS technology options with clear reasoning, a concrete SEO and AI search visibility strategy, a CRM recommendation, a phased timeline, and transparent pricing.

Key Highlights at a Glance

Understanding the Brief

Before presenting our recommendations, it is important to demonstrate that we have fully understood the scope, complexity, and strategic intent behind this project. The following summarises our interpretation of the brief and the key challenges we will address.

The Current Situation

OE Group AG is a premium Swiss security company founded in 2012 with approximately 100 employees, eight business divisions, and seven locations across Switzerland. The current website at oe-group.ch is outdated and fails to reflect the breadth of services, the technological sophistication, or the premium market positioning that OE Group has achieved. It functions as a basic digital brochure rather than a lead-generation platform.

The Strategic Objective

The primary goal is to generate qualified leads and position OE Group as the market leader in the Swiss security industry. This is a conversion-first website, not an informational one. Secondary objectives include dominating digital visibility in Switzerland across both traditional search engines and AI-powered search tools, presenting all eight divisions within a unified structure, and supporting seven local markets with dedicated local SEO.

Complexity Drivers

This project is significantly more complex than a standard corporate website. The following table outlines the key complexity drivers that have informed our approach and pricing:

Our Recommended Approach

Our approach to this project is guided by a single principle: every page, every element, and every interaction must serve the conversion goal. We are not building a digital brochure. We are building a strategic platform that positions OE Group as the authority in Swiss security while systematically converting visitors into qualified leads.

Strategic Pillars

1. Unified Ecosystem, Not Microsites. The eight divisions will be presented as interconnected parts of a single premium group. The navigation, visual language, and content architecture will reinforce that OE Group is one company with comprehensive capabilities — not eight separate businesses sharing a domain. This is a critical competitive advantage over Securitas Switzerland, whose digital presence is fragmented.

2. Audience-First Routing. Visitors arrive with different needs. A private household seeking home security has fundamentally different requirements from a public sector organisation evaluating critical infrastructure protection. We will implement audience-based entry points that allow each visitor to quickly identify: "This is for me," "This is my division," and "This solves my problem." These entry points will be prominently accessible from the homepage and the main navigation.

3. The Assessment Tool as the Conversion Engine. The interactive security assessment tool is the single most important differentiator OE Group has. No Swiss competitor offers anything similar. We will position this tool as the centrepiece of the conversion architecture, accessible from every division page, every audience page, and the homepage. The gated report (requiring email) feeds directly into the CRM, creating a qualified lead pipeline.

4. Local Dominance Through Dedicated Location Pages. Each of the seven locations will have a dedicated page optimised for local search, connected to the corresponding Google Business Profile, and featuring location-specific content. This is essential for capturing "security company near me" searches across Swiss cantons.

5. AI-Ready Content Architecture. Traditional SEO is necessary but no longer sufficient. OE Group's content must be structured so that AI search engines (ChatGPT, Perplexity, Claude) can cite it as an authoritative source. This requires a specific approach to content structure, Schema.org markup, and information architecture that we detail in Section 8.

Design Philosophy

The design will embody "restrained authority" — premium, technological, and trustworthy without aggressive security imagery. We will draw inspiration from the references the client has identified: Prosegur for industry-specific design cues, McKinsey for multi-service presentation, and Accenture for mega-menu structuring. The result will be a hybrid dark/light design with the premium blue palette from OE Group's brand guide, controlled animations, and a mobile-first responsive layout.

CMS Recommendation — Three Options

The client is open to CMS recommendations. We have evaluated the project requirements against three technology approaches and present each with clear reasoning so the client can make an informed decision.

Our Recommendation

Given the project's requirements — particularly the multilingual needs, the volume of structured content across eight divisions and seven locations, the blog/news functionality, and the need for the OE Group team to manage content independently — we recommend Option A (Webstudio + WordPress Headless) as the preferred approach.

Option A provides the best of both worlds: the design precision and performance of Webstudio on the frontend with the content management power of WordPress on the backend. Option C is the most proven and accessible approach, with the broadest ecosystem for multilingual, SEO, and integration needs. Option B is viable for teams comfortable with direct page editing which is incredibly easy using the Webstudio links.

We are happy to discuss each option in detail and help the client determine which approach best fits their team's technical comfort and long-term content management needs.

Proposed Site Architecture & Sitemap

The site architecture is designed to serve three goals simultaneously: present OE Group as a unified premium ecosystem, route each visitor to the most relevant content, and maximise SEO visibility across divisions, locations, and audience segments.

We propose a 29-page architecture organised into five strategic groups. Each group serves a distinct purpose within the overall conversion strategy.

Group 1: Core Pages (7 pages)

These pages establish the brand, provide essential information, and serve as the primary navigation anchors.

Group 2: Division Pages (8 pages)

Each division receives a dedicated landing page that functions as both an informational resource and a conversion page. These pages are critical for division-specific SEO and for routing visitors from the homepage.

Group 3: Location Pages (7 pages)

Dedicated location pages are essential for local SEO dominance. Each page will be optimised for "[service] + [city/canton]" search queries and connected to the corresponding Google Business Profile.

Group 4: Conversion & Lead Generation Pages (3 pages)

These pages exist solely to convert visitors into leads. They are the endpoints of the conversion architecture.

Group 5: Audience Entry Pages (4 pages)

These pages address the key challenge identified in the brief: routing diverse visitor segments to the right content. Each page speaks directly to a specific audience's concerns and guides them toward the relevant divisions and conversion points.

Conversion Architecture

Every page on the site must contribute to lead generation. The conversion architecture defines how visitors move from awareness to action.

The Conversion Funnel

The site is designed around a three-stage conversion funnel that guides visitors from initial awareness through engagement to qualified lead capture.

Stage 1: Awareness & Routing. Visitors arrive via organic search, AI search citations, direct traffic, or referrals. The homepage and audience entry pages immediately help them self-identify and find the relevant division or service. Key elements at this stage include the hero section with a clear value proposition, audience routing cards ("I am a..." selector), and the division overview grid.

Stage 2: Engagement & Education. Division pages, location pages, and blog content educate the visitor about OE Group's capabilities. Each page includes contextual CTAs that guide toward conversion. The interactive security assessment tool is the primary engagement mechanism — it provides immediate value (a personalised risk score) while capturing intent data.

Stage 3: Conversion & Lead Capture. The three conversion pages (Assessment Tool, Request a Consultation, Free Security Audit) are the endpoints. Each captures contact information and feeds it into the CRM with contextual data about the visitor's interests, location, and needs.

Conversion Points Across the Site

Interactive Security Assessment Tool

The assessment tool is OE Group's core digital differentiator. No Swiss competitor offers anything similar. Our approach ensures it integrates seamlessly into the website while maximising its lead generation potential.

Integration Approach

OE Group already has a working React prototype of the interactive security assessment tool. Our recommended integration approach is as follows:

Primary approach (Embed): If the React application can be built as a standalone bundle, we will embed it directly into the website via an iframe or a custom HTML embed block. This provides a seamless user experience where the tool appears as a native part of the site, maintaining the design language and navigation context. The embed will be placed on a dedicated assessment tool page and can also be featured as a compact widget on other pages.

Fallback approach (Link): If the React application requires its own hosting environment or has dependencies that prevent embedding, we will deploy it on a subdomain (e.g., assessment.oe-group.ch) and link to it from the main site. The design of the standalone deployment will be aligned with the main website's visual language to ensure a cohesive experience.

Tool Characteristics (from Brief)

UX & Conversion Considerations

The tool's user experience must be carefully designed to maximise completion rates and lead capture. We recommend a progress indicator showing the user how far they are through the assessment, a clean step-by-step interface that presents one question at a time, an immediate preview of the risk score before gating the detailed report, and a clear value proposition explaining what the full report contains. The email gate should appear after the user has invested time in completing the assessment, at which point they are psychologically committed to receiving the results.

CRM Connection

Every completed assessment will push the following data to the CRM: contact email, risk score, canton, property type, recommended divisions, and timestamp. This creates a rich lead profile that enables OE Group's sales team to have informed, relevant conversations from the first contact.

SEO & AI Search Visibility Strategy

The client explicitly requires optimisation for both traditional search engines and AI-powered search tools. This is not an afterthought — it is a core deliverable.

Traditional SEO Foundation

The website will be built on a solid technical SEO foundation that includes clean, semantic HTML with proper heading hierarchy, comprehensive Schema.org markup (Organisation, LocalBusiness, Service, FAQPage, Article), XML sitemaps with hreflang annotations for multilingual pages, optimised page speed targeting Core Web Vitals thresholds, canonical URL management across language versions, and structured internal linking between divisions, locations, and audience pages.

Division-Specific SEO

Each of the eight division pages will target specific keyword clusters. For example, the OE Security page will target "Sicherheitsdienst Schweiz," "security company Switzerland," and related terms. Each division page will include structured FAQ sections that directly answer common search queries, increasing the likelihood of featured snippet placement.

Local SEO for 7 Locations

Each location page will be optimised with LocalBusiness Schema markup containing the exact NAP (Name, Address, Phone) data matching the Google Business Profile, location-specific content that references the canton and local context, embedded Google Maps, and structured data connecting the location to the services available there. We will also ensure that all seven Google Business Profiles link to their respective location pages and that the information is consistent across all platforms.

AI Search Optimisation (GEO)

AI search engines like ChatGPT, Perplexity, and Claude retrieve and cite information differently from traditional search engines. To optimise for AI citation, we will implement the following concrete strategies:

Structured, citable content blocks. Each page will contain clearly defined sections with descriptive headings that AI models can extract and cite. Rather than marketing-heavy copy, key informational sections will use a factual, authoritative tone that AI models prefer to reference.

Comprehensive FAQ sections. AI search engines frequently pull from FAQ content. Each division and audience page will include a structured FAQ section using FAQPage Schema markup, directly answering questions like "What does a security consulting firm in Switzerland do?" or "How much does 24/7 security monitoring cost in Zurich?"

Definitive statements and data. AI models cite sources that make clear, authoritative claims. Content will include specific data points (e.g., "OE Group operates across 7 Swiss locations with over 100 security professionals") rather than vague marketing language.

Topical authority through content depth. The blog/news section will publish in-depth articles on Swiss security topics, establishing OE Group as the authoritative source that AI models learn to reference over time.

Multilingual Strategy

Switzerland's multilingual market requires a robust language strategy. We propose a phased approach that delivers German and English first, with French added in a subsequent phase.

Phased Implementation

Technical Implementation

The multilingual implementation approach varies by CMS option:

Webstudio + WordPress (Option A): WordPress manages all content in multiple languages using a plugin such as WPML or Polylang. The translation workflow is handled within WordPress, including translation memory and professional translator integration. Webstudio pulls the appropriate language version via the API based on the URL structure. This provides the most streamlined editorial workflow for multilingual content.

Webstudio (Option B): Each language version will be managed as a separate set of pages within Webstudio, using a subdirectory structure (e.g., /de/, /en/, /fr/). Language switching will be handled via a header component. Hreflang tags will be manually configured to signal language relationships to search engines. This approach works well but requires manual coordination when updating content across languages.

WordPress (Option C): WPML or Polylang handles the entire multilingual workflow natively. This is the most mature approach, with built-in translation management, automatic hreflang generation, language-specific sitemaps, and support for professional translation services. The WordPress ecosystem has the deepest multilingual tooling available.

SEO Structure for Multilingual

Regardless of the CMS option chosen, the multilingual SEO structure will follow best practices. We will use a subdirectory approach (oe-group.ch/de/, oe-group.ch/en/, oe-group.ch/fr/) rather than subdomains, as this consolidates domain authority. Each language version will have its own XML sitemap, proper hreflang annotations linking all language versions of each page, and language-specific meta titles and descriptions optimised for the target language's search behaviour.

Translation Workflow

We recommend that OE Group works with a professional translation service for the initial content. Machine translation (even high-quality tools like DeepL) should only be used as a starting point, with professional review required for a premium brand. WPDesigns will set up the technical infrastructure; the client will be responsible for providing or commissioning the translated content.

CRM Recommendation

The brief identifies CRM selection as an open decision requiring a recommendation. After evaluating the project's needs, we recommend HubSpot CRM as the primary option, with Pipedrive as an alternative.

Why HubSpot CRM

HubSpot CRM is our primary recommendation for OE Group for several reasons. It offers a generous free tier that includes contact management, deal tracking, email integration, and basic reporting — sufficient to validate the system before committing to paid plans. It provides native form integration that works with any website platform, making it compatible with all three CMS options. The API is well-documented and straightforward to connect with the React assessment tool for lead data push. HubSpot's marketing hub (available on paid tiers) includes email automation, lead scoring, and workflow tools that align with OE Group's conversion architecture. Finally, HubSpot is widely used in the DACH region and supports German, English, and French interfaces.

CRM Comparison

Integrations Overview

The following integrations are required as part of this project. Each has been evaluated for compatibility with all three CMS options.

Design Direction

The design will be fully custom — no templates. Based on the brief's requirements and the client's reference sites, we will develop the design around the following principles:

We will present 2–3 design directions as homepage mockups for the client to review and select from before proceeding with the full build. This ensures alignment on the visual direction before significant development investment.

Phased Timeline

The project is structured into six phases over an estimated 6–8 weeks. Timelines depend on timely content delivery and feedback from the client.

Investment & Pricing

Transparent pricing based on a clear formula. All options include the same 29-page architecture, multilingual implementation, and advanced SEO.

Pricing Breakdown

Total by CMS Option

Payment Structure

Payments will be structured through Fiverr milestones as follows:

Ongoing Costs

Content Responsibility

Clear content responsibility is essential for keeping the project on schedule. The following outlines what each party is responsible for.

Why WPDesigns

WPDesigns is a web design agency with a team of 10 professionals across development, SEO, GEO, design, and project management. We are a rated agency with extensive experience building structured, conversion-focused websites for businesses that need more than a basic online presence.

This project aligns with our core strengths. We specialise in building websites with complex information architectures that serve multiple audience segments. Our SEO team has hands-on experience with both traditional search optimisation and the emerging discipline of AI search visibility (GEO — Generative Engine Optimisation). We work with both Webstudio and WordPress, giving us the flexibility to recommend and deliver the best technology for each project rather than defaulting to a single platform.

Our approach to this project is strategic, not transactional. We have invested significant time in understanding the brief, researching the competitive landscape, and developing the detailed recommendations in this proposal — because we believe that is what this project demands and what OE Group deserves.

Next Steps

We are excited about the opportunity to work with OE Group on this strategic project. To move forward, we suggest the following next steps: