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Omni Air is a private jet company that focuses on flying high-value persons. They focus on transportation in the USA for business owners, politicians, and other high-status people. They also offer storage of jets and maintenance. They needed an SEO audit and a strategy to increase organic traffic.
Omni Air had volatile rankings for the 12 months before my audit on a downward trend. They were ranking for roughly 603 different keywords and had lost 210 rankings in the 12 month period.
I recommended that they do some keyword research to find what their competitors are doing. Once they find that, creating content designed to rank for those keywords would position their website in a more competitive light and allow them to rank for more keywords.
I also found that their images were really slowing down the site. The primary issue was on mobile. The images weren’t responsive or being served in next gen formats.
I recommended making the image file sizes responsive. Use smaller images with less resolution on mobile. Also, go through and convert all images to next gen format and compress. Finally, apply a lazy load to all images below the fold.
As far as alt text goes, Omni Air was doing really well at including descriptive alt text on their images.
Finally, their website would really benefit from additional technical SEO. Improving the HTML semantics, set load priority to JS and CSS files, and reducing the size of the HJS and CSS files would help the overall performance of the site greatly.
Omni Air had a lot of strong design aspects on their site, but there were still a lot of areas to improve.
The first change I recommended was to consolidate the size of their navigation. There was a lot of extra space in the nav that didn’t need to be there, and it caused the nav to take up a lot of screen space. I recommended that they reduce the amount of white space in the nave and make it thinner. There was no reason for the nav to be that large.
The hero section on the homepage was interesting. They had three different heroes that were randomly selected on load. I assume this is because they were split testing them, but I can't say for certain. The primary issue was consistent across all versions. There was not CTA in the hero section.
Because they offer two core services, I recommended they include a primary CTA promoting one service and a secondary CTA to promote the other service.
Some sections on the site had a problem with contrast. There were many instances where white text was put on a pale background, or dark text was put on a dark background. In both instances, it made the text very difficult to read. I recommended they increase the contrast between the text and background images as a quick fix.
From there, it is a simple matter of including relevant testimonials throughout the site.