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Make Your Website Take Off

Imagine boarding a flight and learning that the pilots did not complete their pre-flight checklist. Then you learn that there were problems the crew didn’t even know to check. You’d probably be off that flight before the attendants asked for your seat number!

Now imagine there’s a checklist to make sure your company’s website safely takes off. If you don’t follow the checklist, the turbulence you encounter could damage your business.

Here are 5 website facts you need to know and a checklist to help ensure your website brings you more business.

FACT 1: 85% of Business to Business (B2B) customers search the web before making a purchase decision.


☐ Our website has information that current and prospective customers will find valuable.

☐ Our website explains who we are.

☐ Our website’s contact information is large and easy to find.

☐ Our website is easy to navigate.

FACT 2: In 0.05 seconds, users form opinions about your business. 94% of negative website feedback is design-related.


☐ Our website’s content spans the full screen.

☐ Our website includes personal photos and does not rely heavily on stock photos.

☐ Our website does not overwhelm the user with too many places to look.

☐ Our website’s fonts and colors are consistent throughout our site and they match our logo.

☐ Our website has plenty of white space (breathing room between content).

FACT 3: More than 60% of your customers view your website on their phones. 57% of them will not recommend a business with a poorly designed mobile site.


☐ Our website is mobile optimized so that content presents well on cell phones.

☐ Our website does not require the user to zoom in to see content.

☐ Our website pages are easy to navigate on a phone.

☐ Our website images and text do not overlap.

☐ Our website spacing is not too tight or too wide on mobile.

FACT 4: In the aviation industry, trust is key—lives depend on trust. 72% of consumers say positive testimonials and reviews increase their trust in a business.


☐ Our website has positive testimonials.

☐ Our website has positive reviews.

☐ Our reviews are up to date.

FACT 5: Users only read 20% of the text on your website. Your website copy must be short and impactful.


☐ Our copy is short, concise, and to the point.

☐ Our copy is persuasive.

☐ Our copy conveys a consistent message.

☐ Our copy is goal-driven.

Are any of your boxes above left blank? If so, your website is not ready for flight. Your best direction is to have a professional web designer, outside of your organization, review your site. A new set of eyes will provide you with objective feedback that will make your website take off.


Welcome to the Aviation Business Journal, the official publication of the National Air Transportation Association (NATA).