An FBO website is the tool flight crews actually use mid-trip. A King Air captain planning tomorrow's leg into your field is not browsing for a "brand experience" — they are looking for fuel price, ramp fee, crew car policy, after-hours availability, and whether you have the hangar space for an overnight. If your website hides any of that, they stop reading and check your competitor across the field on AirNav, FltPlan, or ForeFlight.
The pages that actually get visited
FBO website analytics are unusually consistent. Across the FBO sites we have reviewed, a small handful of pages get the overwhelming majority of the traffic:
- Fuel pricing page. Posted Jet-A and 100LL prices, updated regularly. The single most-visited page on the entire site, typically by a wide margin.
- Services page. Crew car, catering partners, hangar availability, GPU, lav and water service, de-icing, hangar storage, ramp fee structure.
- Fuel request / hangar request form. Crews reserve fuel and hangar space 24–72 hours ahead. A form that works at 10pm on an iPad gets used.
- Location / contact. ICAO identifier, runway info, operating hours, after-hours contact, ramp diagram.
- Home page. Surprisingly low traffic. Crews arrive via direct search or a link from AirNav and go straight to the page they need.
Fuel pricing — post it or lose the sale
The biggest mistake FBO websites make is hiding fuel prices behind a "call for pricing" CTA. Crews do not call. They compare prices on AirNav or FltPlan and file a flight plan to the FBO that posts. If you are not comfortable publishing posted pricing, at minimum publish your contract fuel structure and volume tiers so a crew can get a real sense of whether to stop. A "call for pricing" policy on a public site reads as either overpriced or disorganized — often both.
Crew services are the differentiator
Fuel price is table stakes. The thing that actually tips a captain between two FBOs at the same field is the crew services list. Clear, specific, up-to-date:
- Crew car. Availability, hours, make/model, any time limit. "Complimentary crew car, 4 hours, by reservation" beats "crew car available" every time.
- Catering partners. Actual vendor names, lead times, whether you coordinate or the crew calls direct.
- Ground power unit. Availability, voltage, fee if any.
- Lavatory and potable water service. Hours, fees, call-ahead requirements.
- Hangar availability. Dimensions, door height, door width, typical availability, overnight rates.
- After-hours. Call-out procedure, fees, phone number monitored after hours.
“Every FBO website I have audited underweights crew services. The captain picking your ramp is not choosing a brand — they are choosing a list of answers to questions they have about tomorrow's trip.”
— Nathan Van Kempen, CFI
The fuel request form
Fuel orders should be submittable online. A working fuel request form asks for: tail number, arrival date and time (Zulu and local), fuel type, quantity or "top off," and any services (GPU, catering, lav, hangar). That is it. Do not ask for the aircraft's serial number or the pilot's mailing address. Crews are filling the form from a phone during a brief turn — every unnecessary field is a drop-off.
Integrating with AirNav, FltPlan, and ForeFlight
Most crews find your FBO through one of three tools: AirNav, FltPlan, or ForeFlight. Your website is the second touchpoint, not the first. That means two things. One: keep your AirNav listing complete and current — it drives more traffic to your site than any other source. Two: your domain and contact info in those listings should match your website exactly, because mismatches trigger exactly the kind of "is this the right operator" doubt that kills a fuel sale.
Local pilots versus transient traffic
Most FBO revenue comes from transient fuel, but based-aircraft relationships are the margin engine — hangar rent, flight instruction partnerships, maintenance, based-tenant fuel contracts. The site should have a clear "based aircraft" or "tenant" section separate from the transient content, with hangar availability, rent structure, and how to get on the waitlist. Mixing the two audiences into one generic "services" page serves neither well.
What success looks like
Fuel gallons sold per month to transient aircraft, fuel request form completion rate, and percentage of overnight hangar reservations booked through the site are the numbers that matter. A site that generates fuel orders in-hand before the aircraft lands is doing real operational work, not just marketing.
For more on how we approach FBO projects, see our FBO industry page or book a call to talk through your situation.
