I rebuilt the site for a regional aviation company flying scheduled, charter, and freight routes across the Northern Territory and remote communities, turning a placeholder-stage build into a content-led site tuned for search.
Scroll inside the frame to see the full page. Toggle to compare the old build with the rebuild.
The site was stuck at placeholder stage: lorem ipsum body copy, generic graphics, and a thin service structure. It gave search engines almost nothing to index, and it gave the two audiences that matter most, remote communities and B2B partners, little reason to trust the operator or take the next step.
I rebuilt the site around on-page SEO and a real content strategy, restructuring the information architecture so every service and every audience had a clear path, and replacing placeholder text with Chartair's actual story.
Wrote the actual story, including the "mail plane" identity and remote-community service, giving search engines real substance to rank.
Six clearly separated services (charter, scheduled, FIFO, RASS, freight and pet transport, government charter), each with its own path and call to action.
Passenger testimonials, five-star reviews, an Australian Aviation Awards finalist badge, and CASA and BARS registration.
1.4M km flown a year, 190,000 kg of freight and mail, and 200 remote communities served, framed as reasons to fly.
Tracked in Google Search Console. The rebuild and site migration mid-2021 caused a temporary dip, after which impressions climbed to a new high of 188K a quarter, more than 200% up from the rebuild-period baseline over the following six months, and above the previous peak.
Quarterly search impressions, chartair.com.au (Google Search Console). Clicks held around 4.5K a quarter as impressions grew. The Q3 2021 dip is the rebuild and migration.
The receipts, quarter by quarter:
Q1 2021 · partial · 44.7K impressions · 2.82K clicks
Q2 2021 · 90.9K impressions · 4.56K clicks
Q3 2021 · 10.7K impressions · rebuild + migration
Q4 2021 · 77K impressions · 2.71K clicks
Q1 2022 · 188K impressions · 4.48K clicks
A third-party SEO audit graded the rebuilt site after implementation.
