Yeah unfortunately first port of call will be replacing that LCD connector, conductors and/or pads look damaged, possibly even missing.
After removing it, ensure all pads are in tact.
When soldering new connector in place, tin all pads with quality 63/37 leaded solder (nice fluffy pillows) and when refitting the new connector, heat the opposing underside of the board at a low air speed.
Good luck, and remeber if this is your first time, practicing on a connector on a scrap or donor board (even if it’s not a switch) really helps
I have attached your image here for ease
Also a word of warning. A lot of the “New” LCD replacements for switch coming from China, are in fact refurburbished (afaict) they appear to have had new ribbons bonded onto them, and unfortunately I’ve had two in the past few months which were faulty on arival due to a defect in either the LCD or backlight ribbons, so always test with another known good where possible. Backlight ribbon defects can often simply be repaired yourself, but LCD glass side is more of a challenge.