TruNorth Jets
Building a premium private aviation experience around clarity, trust and a more useful path from discovery to flight request.
- Role
- Strategic Consultant · Creative Director · Developer
- Focus
- Positioning · SEO · Conversion · AI-assisted product
- Platform
- WordPress · Custom development · Cloudflare
- Live project
- trunorthjets.com ↗
Situation
TruNorth Jets operates in a category where trust, responsiveness and expertise matter as much as the aircraft. Its old site was outdated, conversion was low, search performance trailed competitors, and the messaging did not explain the value of the service.
Strategy
Reposition first, then rebuild. A new content strategy and positioning made the value clear, and the site was rebuilt as a platform rather than a brochure: customer journeys, destination and aircraft content, conversion-focused landing pages and a custom quote experience designed around how travelers actually evaluate private aviation.
AI-assisted governance supports the ongoing work: landing pages, articles, AEO, internal linking, competitor and backlink research, and performance improvements.
Execution
- Customer journeys. Family, business and pet travel, destinations, aircraft categories and specific charter needs, built on reusable page systems.
- Search and content. Destination guides, route pages, an Aircraft Guide and supporting editorial content structured to answer high-intent questions.
- Custom quote experience. The quoting workflow depended on a third-party SaaS product costing roughly $3,000 a month. I broke it into its core requirements and used AI-assisted development to build a lighter tool around TruNorth’s actual sales process: trip details, aircraft selection, side-by-side comparison and a qualified quote request.
- Brand and experience. A more premium, editorial visual system with clearer messaging that balances luxury with usefulness.
My role
As strategic consultant, creative director and developer, I led the work from positioning and information architecture through UX, visual design, content, SEO and implementation.
I translated business goals into customer journeys, designed and built the conversion tools and page systems, and keep refining the experience using search behavior, analytics and customer intent.
What changed
TruNorth now has a platform that supports the full consideration process, from early research and destination planning to aircraft selection and flight requests, without forcing every visitor down the same path.
The modular system gives the business room to keep adding destinations, routes, aircraft resources and campaigns while keeping a consistent premium brand and a clear conversion strategy.
Replacing a $3K/month SaaS tool with a custom quote experience
The quoting workflow depended on a third-party product costing about $3,000 a month. I reduced it to its core requirements and used AI-assisted development to build a lighter tool around TruNorth's own charter process. Travelers move through five steps, from trip details to a confirmed request.
- Step 1 of 5
Trip details
Route, dates and passengers, captured in one short form.
- Step 2 of 5
Select aircraft
Aircraft that fit the route, with capacity, speed, flight time, range and estimated pricing. Travelers can copy a link or email the estimate to save it for later.
- Step 3 of 5
Compare aircraft
Capacity, cruise speed, range, flight time and features side by side.
- Step 4 of 5
Request quote
The full flight plan, selected aircraft, price range and route map sit beside a short contact form, so travelers confirm everything before they send it.
- Step 5 of 5
Confirmation
A request number, the full flight plan and what happens next, with a downloadable PDF estimate and a direct line for same-day flights.
