Client: Advanced Aircraft Training (AAT)
Industry: Aviation/Education & Training
With a very basic website that was outdated in content and look, AAT knew they needed a much fresher face on the Internet. Having already been impressed with our work on the Forces Recruitment Services (FRS) website, the AAT team were keen to know more about what we could do for them.
After an initial meeting, AAT had two very clear specifications in mind for their new website. It needed to drive new business and be easy for them to update themselves. Something their current site didn't allow them to do.
Presto Web Design got to work with our graphic design team, bringing together elements of the existing AAT brand and common themes from the aviation arena.
The new site uses custom designed templates and includes a number of clever features. The main font used in the headings and menus is ‘Cabin’, as found in airport signage. Thanks to its easy to read nature and the rotating arrows used on the home page, ‘action blocks’ rotate to point upwards when a mouse hovers over them. This mimics the career achievements of AAT students!
While the AAT logo was clear in design and established in the market, a discussion took place about its ‘shaded’ nature. The AAT team were looking for a modern yet timeless look for the website and a discussion ensued about tweaking the logo to suit. As a result Presto created a new version without shading plus some subtle colour tweaks. These simple changes brought the logo right up to date without destroying its recognisable nature. The new logo is now used in all AAT branding.
Both teams paid attention to the SEO of the site at each stage of development. Phrases including ‘aircraft training’, ‘easa part 147’ and ‘aircraft type training’ were all recognised as target 'keywords'. Presto ensured that the identified keywords were correctly placed in text. They also made sure that all opportunities for best practice meta tagging were also exploited.
The results speak for themselves. Over 63% of monthly visitors are new to the site and dwell times are increasing all the time. The most important (and pleasing) achievement for both teams is the regular number of enquiries that arrive via the new site from both clients and students.
Our previous website was outdated and in serious need of replacing - a particularly daunting task as no one in our organisation had any real experience in this field. The team at Presto were a breath of fresh air and took control from the outset, paying particular attention to our specific requirements. We are all delighted with the final product which exceeded our initial expectations.