Avionics News February 2013 - 52
MAKING THE MOST OF YOUR SHOP’S WEBSITE
Continued from page 51
particular airplane, so be specific in describing your
Not stating your unique value proposition in a concise
way is a common mistake. Make the assumption that no
one has ever heard of your business. Your avionics shop
is a complete stranger to a prospective customer, so
Is my website easy to navigate?
barriers you can remove between you and the customer.
If you’re giving an online quote, of course you need to
collect detailed information on aircraft ownership, name,
rank and serial number. But don’t make your customers fill
out a form asking for everything but their mother’s maiden
name to ask a question like “Are you hiring?” With some
minor tweaks and an effort to make your website efficient,
you can reap the financial benefits.
Finally, take the time to Google “avionics shops” and
review your competition. There is nothing wrong with borrowing a good idea from another shop and adapting it to
your own needs. To help you with this exercise, check out
the following well-done websites from businesses in the
Ask a few simple questions as a potential customer.
For example, is this avionics shop a dealer of my preferred products? Does it
give online quotes? Whom
would I call to talk about
my panel? Does this shop
This website is visually apThe bottom line is your
have airline experience?
pealing and, although there is
website is an ever-changing
Where are they located on
plenty of information on the
marketing tool. The nature
home page, it is not too clutThen, see how easy or
tered. Observers can easily
of the Internet is such that
difficult it is to find the
discover what the company
you can’t just hastily build
answers. Remember, you
does, including installations
a website, dust off your
may know where everyand aircraft brokerage. Click
thing is on your website,
on the link for “recent avionhands and declare it done.
but a newcomer doesn’t.
ics installations” for a list,
Is your website simple to
and viewers are given the
navigate or not? If someoption to narrow the search
one gets frustrated looking
by aircraft make. Nicely
for a simple answer – like
displayed photos appear of
your hours of operation – a potenthe installation with an overview and
tial customer will simply move on
results. Contact information is availto a competitor.
able on all pages.
Is it easy to contact your business?
Nothing happens until a sale is made, and the first step is
to make it easy for a customer to contact you. In addition,
this helps you close sales and start asking for the order.
Some companies prefer to install barriers between them
and the outside to deter unwanted vendor calls or other
time-wasting cold calls. But the same fence keeping out
the individual trying to sell your shop cleaning supplies
also is deterring potential customers.
Nearly all websites have a button with contact information, but you must go beyond that. Consider how many
American Avionics (www.americanavionics.com)
Next, visit American Avionics for an interesting lesson to be learned. Even though there is plenty of information on the home page, it’s not overwhelming. Like
it or not, people are quite demanding for quick answers.
If you can transmit information through a photo and not
force visitors to wade through too much copy, the better
the experience will be for your guests. Writing copy for
a website is different than brochure writing. Copy for a
website should be much shorter with more bullet points.
American Avionics does a good job with this.