Building WM Aviation's Digital Platform: Modern Website for Charter and Scheduled Services
Waltzing Matilda Aviation approached ForIT with a clear vision: create a digital presence that matched the premium experience they deliver in the skies. We delivered a modern, fast, and conversion-optimized website at wmaviation.com.
The Client: Waltzing Matilda Aviation
Founded by the Thomas family, Waltzing Matilda Aviation brings a personal touch to private aviation. Named after the founder's beloved Australian Shepherd who flew with the family, WM Aviation has built a reputation for reliability, safety, and personalized service.
Service Lines
| Service | Description |
|---|---|
| Private Charter Services | Luxury private jet experiences for high-net-worth individuals |
| Connect Airlines | Scheduled regional service connecting communities |
| Aircraft Management | Full-service aircraft operations and maintenance |
| Part 135 Operations | FAA-certified commercial air carrier services |
Operating a diverse fleet serving both charter clients and scheduled passengers across North America.
The Challenge
WM Aviation was running on Microsoft Power Pages - a platform that had become a significant bottleneck for their growth. The dated technology created several critical issues:
Technical Limitations
- Extremely slow page loads (4.2+ seconds) costing charter opportunities
- Limited design flexibility for premium branding
- Difficult to make updates without technical expertise
- Poor mobile experience in an increasingly mobile market
- Weak SEO performance for high-value charter keywords
- Cumbersome content management system
Business Needs
- Appeal to High-Net-Worth Clients - Create a premium digital experience for charter customers
- Dual Purpose Design - Serve both charter clients and scheduled service passengers
- Mobile Excellence - Work flawlessly on any device, anywhere
- Convert Visitors - Turn website traffic into qualified charter inquiries
- Lightning Performance - Load instantly even on slower connections
- Agile Updates - Make rapid changes as services and fleet evolve
- System Integration - Connect with existing booking and CRM platforms
Their previous Power Pages site was functional but didn't reflect the sophistication of their fleet or the caliber of their service. Competitors had slow, cluttered websites that didn't inspire confidence.
Our Solution
We built a modern, conversion-focused website using proven aviation industry best practices and cutting-edge web technology - a dramatic upgrade from Power Pages.
Modern Development Approach: Claude Code
A game-changer for this project was our use of Claude Code for AI-assisted development. This enabled:
Rapid Content Generation
- Generated premium charter service descriptions appealing to high-net-worth clients
- Created detailed Connect Airlines route and schedule information
- Developed compelling fleet descriptions with technical specifications
- Produced 3x more content than the Power Pages site with better quality
- Generated aviation-specific SEO content optimized for charter keywords
Agile Development & Iteration
- Made real-time design adjustments during client review sessions
- Quickly adapted content as WM Aviation refined their messaging
- Implemented new features and sections within hours, not days
- Continuously optimized conversion paths based on early analytics
- Responded immediately to market feedback and competitive positioning
Speed Advantage The combination of Claude Code and modern tooling meant we completed in 4 weeks what would have taken 3+ months with traditional development on Power Pages.
Technology Stack
Frontend
- Next.js 14 with App Router for optimal performance
- TypeScript for type-safe, maintainable code
- Tailwind CSS for responsive, professional design
- Modern glassmorphism effects for visual appeal
Hosting & Infrastructure
- Azure Static Web Apps for global CDN delivery
- GitHub Actions for automated deployments
- SSL/TLS security by default
- 99.9% uptime guarantee
Performance Optimization
- Image optimization with Next.js Image component
- Static site generation for instant page loads
- Edge caching for sub-second response times
- Lighthouse score: 99/100 on mobile (vs 52/100 on Power Pages)
Integration
- FlightBridge API for real-time aircraft availability
- CRM integration for lead management
- Google Analytics for conversion tracking
- Microsoft Teams for instant lead notifications
Development Tools
- Claude Code for AI-assisted development and content generation
- Git-based version control for easy rollbacks and updates
- Markdown-based content management (vs Power Pages admin portal)
- Automated deployments via GitHub Actions
Key Features Delivered
1. Premium Charter Showcase
Professional presentation of charter services:
- Fleet specifications and capabilities
- Luxury amenities and features
- Target client profiles
- Clear value propositions
- High-quality aircraft imagery
2. Dual-Purpose Navigation
Seamless experience for different audiences:
- Charter services section for private clients
- Connect Airlines information for scheduled passengers
- Clear service differentiation
- Targeted calls-to-action
- Personalized user journeys
3. Mobile-First Design
Built for clients browsing on the go:
- Responsive design adapting to any screen size
- Touch-optimized navigation
- Fast loading on cellular connections
- One-tap calling and email
- Mobile-optimized booking forms
4. Conversion Optimization
Strategically placed conversion points:
- Charter quote request forms
- Instant contact information
- Service-specific inquiry options
- After-hours contact accessibility
- Lead capture optimization
5. Professional Branding
Cohesive premium visual identity:
- Sophisticated color palette
- Professional typography
- High-quality imagery
- Consistent brand voice
- Trustworthy, luxurious aesthetic
Development Process
Phase 1: Discovery & Strategy (Week 1)
We started by understanding WM Aviation's unique market position and dual business model.
Key insights uncovered:
- Charter clients value discretion and efficiency
- Mobile traffic accounted for 65% of visits
- Most conversions happened after hours
- Competitors' sites were slow and cluttered
- Need for clear differentiation between services
Activities:
- Stakeholder interviews with WM Aviation leadership
- Competitive analysis of charter and regional carriers
- Customer persona development
- Content strategy planning
- Sitemap and wireframe creation
Phase 2: Design & Brand Development (Week 2)
Design philosophy: "Sophisticated simplicity" - clean lines, professional imagery, and clear calls-to-action.
Deliverables:
- Brand guidelines and color palette
- Homepage design mockups
- Service page templates
- Mobile design optimization
- Client feedback and revisions
Phase 3: Development & Integration (Week 3)
Built using modern web technologies:
- Next.js project setup and configuration
- Component development with TypeScript
- FlightBridge API integration
- CRM connection setup
- Form and contact system implementation
- Performance optimization
- Cross-browser and device testing
Phase 4: Optimization & Launch (Week 4)
Before going live, we:
- Optimized every image for web delivery
- Implemented structured data for search visibility
- Set up comprehensive analytics tracking
- Configured A/B testing for conversion points
- Created automated backup and rollback procedures
- Final client training on content updates
- DNS configuration and SSL setup
Results & Impact
The numbers tell the story:
Performance Metrics
Speed Improvements
| Metric | Before | After | Improvement |
|---|---|---|---|
| Page Load Time | 4.2s | 0.9s | 78% faster |
| First Contentful Paint | 2.1s | 0.8s | 62% faster |
| Lighthouse Score | 67/100 | 99/100 | +32 points |
| Mobile Speed Score | 52/100 | 99/100 | +47 points |
SEO & Visibility
- ✅ All pages indexed within 48 hours
- ✅ Structured data implementation complete
- ✅ Mobile-friendly test: Pass
- ✅ Core Web Vitals: All green
Business Impact (First 60 Days)
Conversion Metrics
| Metric | Change | Impact |
|---|---|---|
| Bounce Rate | ⬇️ 52% | Visitors staying engaged |
| Session Duration | ⬆️ 3.2x | More time exploring services |
| Quote Requests | ⬆️ 340% | Qualified leads tripled |
| Organic Traffic | ⬆️ 85% | Better search visibility |
| Conversion Rate | 1.8% → 6.4% | 3.5x improvement |
Bottom Line
The new website transformed WM Aviation's digital presence from a basic information site to a high-converting sales tool, generating significant ROI within the first month.
The ForIT Approach
This project showcases ForIT's expertise in aviation website development:
Industry Understanding
We speak aviation. From Part 135 regulations to charter operations, we understand your business and can translate complex operations into clear web content.
Modern Technology
Fast, secure, and scalable. We use proven enterprise technology, not experimental frameworks.
Aviation-Focused Design
Professional aesthetics that resonate with charter clients and aviation decision-makers, not generic templates.
Conversion Optimization
Every element is designed to guide prospects toward contacting your team.
Ongoing Partnership
Launch is just the beginning. We provide continued support and optimization.
Technical Highlights
Security & Reliability
- HTTPS encryption on all pages
- Azure's enterprise infrastructure
- Automated security updates
- DDoS protection included
- Regular backups and monitoring
Content Management
- Simple markdown-based updates
- Git-based version control
- Preview deployments for changes
- No complex CMS to manage
- Developer-friendly workflow
Analytics & Tracking
- Google Analytics 4 integration
- Conversion tracking setup
- User behavior analysis
- Performance monitoring
- Lead source attribution
Client Testimonial
"ForIT didn't just build us a website - they created a digital experience that matches the premium service we provide in the air. Our charter bookings through the website have more than tripled, and we're now ranking #1 for key search terms in our markets. The ROI was evident within the first month."
— John Thomas, CEO, Waltzing Matilda Aviation
Lessons Learned
What Worked Well
Dual-Purpose Design: Creating distinct pathways for charter clients vs. scheduled passengers improved user experience and conversion rates.
Performance Obsession: Sub-second load times reduced bounce rates significantly and kept high-value charter clients engaged.
Mobile-First Approach: Over 65% of traffic came from mobile devices, validating our mobile-first development strategy.
Conversion Focus: Strategic placement of contact forms and clear calls-to-action drove the 340% increase in quote requests.
System Integration: Seamless FlightBridge API integration provided real-time availability, reducing manual work.
Future Enhancements
WM Aviation is considering:
- Online booking system for scheduled Connect Airlines flights
- Customer portal for repeat charter clients
- Fleet tracking and availability calendar
- Additional case studies and testimonials
- Expanded blog for aviation news and updates
Your Aviation Website
Whether you're a charter operator, scheduled carrier, FBO, or aviation services company, ForIT can build your professional digital presence.
We specialize in:
- Custom aviation websites and web applications
- Mobile-responsive design
- Fast, secure hosting on Azure
- SEO optimization for aviation keywords
- Lead generation and conversion optimization
- Integration with existing systems
Ready to Transform Your Digital Presence?
Let's discuss how ForIT can build or modernize your aviation website:
Schedule a free consultation or call us at +1 888 834 9448.
Visit WM Aviation at wmaviation.com to see the finished website. ForIT provided full design, development, hosting, and ongoing support services.