This document discusses best practices for aviation website design. It emphasizes that the design should follow the primary function of the website, whether that is lead generation, credibility/community building, or customer service. It also stresses the importance of targeting the ideal prospects and writing copy that appeals specifically to customers, using simple language and structure. The document provides examples of both bad and good copy. It recommends including prominent contact information and calls to action on every page to encourage visitors to take the next step, such as providing a lead magnet.

1. Episode 0085
Avia/on Website Design -

2. ABCI
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3. #Hashtag!
• #AvGeekMarke/ng
• We will reply to every tweet.
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4. Big Ideas
• Form Follows Func/on
• Don’t try to please everyone - just your ideal prospects
• Get them to take the next step in the sales process.
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5. Form follows Func/on
• What is the PRIMARY purpose of my website?
• Lead genera/on?
• Building Credibility or Community?
• Customer Service?
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6. Form follows Func/on
• Lead genera/on
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7. Form Follows Func/on
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8. Form follows Func/on
• Credibility/Community Building
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9. Don’t Try To Please Everyone!
• Bad Copy
• Bad Images
• Bad Design
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10. Don’t Try To Please Everyone!
• Bad Copy
• “Our commitment to our clients and to providing
superior customer service is based on our guiding
principles that guide our daily opera/ons as we
deliver quality service that exceeds our clients’
expecta/ons. We apply these values in all aspects of
our business to build our client partnerships and
execute successfully. These fundamental values lead
the way to our vision and mission and are the
cornerstone of who we are.”
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11. What’s Wrong With That?
• Not specific
• About the company, not about the customer
• Complex sentence structure, big words
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12. Don’t Try To Please Everyone!
• Good Copy
• Trusted by clients to represent their interests in business jet
sales and transac/ons. Each aircrab buyer or seller has a
different situa/on, and different criteria for a successful
aircrab transac/on. Timing, tax or legal concerns, business
objec/ves and cash flow all play an important role in your
needs for a transac/on. Great Circle Aircrab listens carefully
to understand your needs and brings substan/al skill to
conclude the transac/on in a way that works for you.
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13. What’s Right With That?
• Specific
• About the customer
• Simple sentence structure, short, powerful
words.
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16. Get visitors to take the next step
• Phone number prominent
• Contact informa/on on every page
• Offer something small & low risk
• Lead Magnets
• SPECIFICALLY tell them what to do next.
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17. Random Acts of Marke/ng
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18. Next Steps:
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19. What’s Up With the Insiders
• Flight Level Furnishings - Men/oned in
General Avia/on News
Digital Journal
NPR Marketplace
ask.com
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20. What’s Up With the Insiders
• Francis Avia/on
El Paso Times
El Paso News
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21. What’s Up With the Insiders
• Gene Clow - Great Circle Aircrab
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22. Go Sell More Stuff!
• America Needs the Business!
- Zig Ziglar
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23. Subscribe to our podcast!
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