Aviation Partners stands apart as a leader in advanced winglet technology. Founder, CEO and aviation legend Joe Clark continues to seek efficiencies to keep aviation on the cutting edge of green technology. NASA dreamed up the winglet in the 1960s, and, in the early 90’s, Clark improved on the design. His patented blended winglet cuts drag and greatly improves fuel efficiency. Now it just needed a modern website that reflected its marketplace leadership, entrepreneurial reputation and the level of aircraft it serves: primarily the Hawker, Falcon and Boeing BBJ target markets. We were tasked with deploying our understanding of both websites and business aviation to develop a website that appeals to directors of maintenance, chief pilots, high-net-worth individuals, aviation media and more.
Our website intake form and client conversations led to our web strategy, goals and recommendations. Our analytics review showcased opportunities for growing leads, improving functionality and creating an overall better visitor experience. The subsequent, highly collaborative prototype phase, led to a comprehensive interactive blueprint for designers and programmers to follow. Given Aviation Partners sophisticated, tech-savvy and highly mobile target audience, we started with the mobile user experience (UX) in mind.
We’ve never had a website deliver so much qualified traffic and engagement.GARY DUNN
VP sales and marketing
Through our website process, we worked together to create a path for the user to quickly and easily contact Aviation Partners – whether through a form or a call – to start genuine conversations about its product. Enhanced search engine optimization (SEO) and copy communicate such key winglet benefits as increased range, enhanced aesthetics and greater resale value. We designed and programed the website using responsive design techniques so the site works equally well on any device. Our SmartParts WordPress content management system (CMS) makes it easy for Aviation Partners to make updates themselves. Analytics help adjust areas with high bounce rates or that may be getting missed. A homepage video banner engages users and increases time on site. Search traffic for Aviation Partners and winglets jumped from 100 visits to more than 800 in the first two weeks following the site launch. New visitors and potential new leads increased 5 percent, and average time on site increased almost 30 percent. Time on the Go Green page, which includes a fuel counter, doubled.