Practical Aviation Web Design Insights from “Your Website Sucks”

In this lively book club discussion, the team dives into the practical lessons of Your Website Sucks—a straightforward guide to improving website usability and conversions. While opinions on the book varied, the conversation revealed a universal appreciation for its focus on fundamentals and usability.

Participants explored common website design mistakes, including overly clever layouts, clunky user experiences, and neglected basics like contact information and mobile responsiveness. They highlighted the importance of testing, external feedback, and using design principles intentionally, not accidentally. Real-world examples brought these ideas to life, from poorly designed bank websites to the increasing need for mobile-friendly platforms in the aviation industry.

The group also discussed trends like chatbots, AI-powered tools, and do-it-yourself resources like price calculators, emphasizing their potential when integrated thoughtfully. Some participants found the book too basic for experienced web professionals but acknowledged its value for beginners or small business owners.

Finally, the team previewed next month’s book, The Captivating Speaker, promising another engaging session on practical business skills.

Key Takeaways:

•Simplicity Wins: Effective websites prioritize usability over cleverness.

•Test for Success: Have outsiders review your website and test key functions.

•Embrace Trends Thoughtfully: Tools like chatbots and calculators can enhance UX when done right.

•Back to Basics: Classic design principles remain relevant, even in today’s tech-driven world.

Rating Recap:

Ratings ranged from 3/10 for seasoned professionals to 7/10 for newcomers, reflecting the book’s simplicity and targeted audience.

0:00:00 – Introductions and context: Ben reflects on having read an older version of a similar book back in 1999. Discussion about website design in earlier days and the transition from “Yellow Pages” style websites to goal-oriented designs.

0:02:19 – The problem with intrusive ads: Examples of bad user experiences, like pop-up ads. Mention of the movie Ready Player One as a commentary on overwhelming advertising.

0:03:15 – Angel’s perspective on the book: Highlights its practical advice and focus on simple, actionable changes to improve website effectiveness.

0:05:25 – Stella’s perspective: She frequently audits websites and notes that many issues in the book align with common client challenges. Many fixes are simple and don’t require massive investments.

0:07:02 – Paula’s initial reaction: She found the book overly simplistic but later appreciated its emphasis on fundamentals. Discussion about Jakob Nielsen’s 1999 book Designing Web Usability, which established many of the principles still in use today.

0:09:35 – Shift in website usage: A large percentage of web traffic now comes from mobile devices, even in professional aviation, which challenges earlier assumptions about desktop dominance.

0:11:32 – Usability and breaking design rules: Emphasis on having a strong reason to break conventional design principles. Challenges of drag-and-drop website builders that often result in generic designs.

0:15:16 – Importance of outsider perspectives: Having an external reviewer identify issues with a website to catch errors and improve usability. Anecdotes about people clinging to outdated or poorly designed websites due to emotional attachment.

0:17:18 – User testing through tasks: Example of asking users to find their bank balance on a poorly designed site. Highlights the importance of usability testing to ensure visitors can accomplish tasks efficiently.

0:18:28 – Simplicity vs. cleverness: Clever design elements often harm user experience. Basic, intuitive structures are more effective for engaging visitors.

0:20:26 – Trend toward DIY tools and calculators: Example of pricing calculators for pool or fence contractors as a way to increase customer confidence before contact.

0:21:54 – Chatbots: Discussion about effective vs. ineffective chatbots and their potential role in enhancing user experience, provided they’re well-implemented and tied to backend systems.

0:26:09 – AI and SEO integration: Discussing how AI uses website content for search results, emphasizing the need for text-based and well-structured information to ensure compatibility with emerging technologies.

0:27:46 – Revisiting fundamentals: The enduring importance of website basics, like clear goals, user-focused design, and accessibility across devices, even as technology evolves.

0:28:31 – Multi-channel user experiences: Some users start online and finish purchases or inquiries offline. Example of banks and insurance companies optimizing multi-channel engagement.

0:30:12 – Consumers’ need for confidence: Story of a car buyer configuring options online but confirming decisions in person at a dealership.

0:32:18 – Serendipitous marketing wins: Ben shares the Alka-Seltzer story about doubling sales accidentally with a memorable jingle.

0:34:16 – Challenges in user navigation: Issues with websites that don’t follow established conventions, such as using the logo to navigate back to the homepage.

0:35:26 – Annoyances with “click more” features: Discussion of design elements like collapsible text that can frustrate users if not implemented thoughtfully.

0:37:00 – Book ratings and final impressions: • Patti finds the session valuable but prefers to outsource website evaluations.

Ben sees the book as helpful for beginners or those managing small businesses with limited resources, giving it a high rating for its intended audience.
Angel finds it useful as a stepping stone for website building, giving it a six or seven out of ten.
Stella acknowledges its practicality for newcomers but finds it too basic for experienced web professionals, giving it a three or four out of ten.

0:42:22 – Preview of next month’s book: The Captivating Speaker by Roslyn Kahn

0:43:45 – Wrap-up and transition to group office hours.