Q1 2026

Indopelita

Redesign Indopelita Company Website

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Indopelita, Redesign Indopelita Company Website

Context

Indopelita services aircraft in Indonesia — maintenance, repair and overhaul, part of Pelita Air. It is work where a buyer is assessing risk long before they are assessing price. Their website was not built for that reader: it described the company adequately and gave a prospective client nothing to evaluate, so every sales conversation started from zero.

I led the redesign end to end, working from what an MRO buyer needs to see before they will send an RFQ.

Outcome & Impact

> 50%

Impressions

More enterprise buyers reaching the site than before the redesign.

> 80%

Increase in RFQ conversion

The request-for-quote funnel now carries the service context with it.

Challenges

  1. 01

    Nothing answered the buyer's first question

    An MRO buyer arrives with one thing to settle: can this company hold my fleet, and can it prove it. The specs, the maintenance capabilities and the compliance data were all published on the legacy site — but grouped the way the company is organised rather than the way that question gets asked, so finding an answer meant already knowing where to look. Everything was findable and nothing was answerable.

  2. 02

    Trust signals in a high-stakes industry

    The legacy site did not read as an enterprise operation: safety certifications, technical capabilities, and facility specifications were nowhere a prospective client would meet them, leaving high-value buyers nothing to weigh a world-class MRO provider on.

  3. 03

    Conversion optimization in a legacy industry

    Replacing traditional static contact methods with context-aware lead capture funnels while preserving the enterprise tone required for high-value aviation contracts.

Design Strategy

  1. 01

    Information architecture & service discovery

    Re-engineered the site map and navigation structure, organizing complex aviation service lines into intuitive, task-oriented categories to reduce friction for prospective clients.

  2. 02

    Enterprise trust signals

    Surface-level integration of safety certifications, technical capabilities, and facility specifications within key landing pages to establish immediate domain authority.

  3. 03

    Visual identity & brand elevation

    Updated visual aesthetics, typography, and layout hierarchies to align with modern aviation standards while honoring the brand's heritage.

How a prospective client moves through the Indopelita siteA prospective client arrives from search, a referral or directly, and lands on the home page. From there the content of the site is About Us, Services and News and Career; the Services hub opens onto four service detail pages covering airframe maintenance and engine work, non-destructive inspection, rotating equipment and special services. Contact is not a further destination to read but the entry point to the request for quote: it carries the service the visitor was reading about into the request, routes it through the contact endpoint, and delivers it to the Indopelita inbox already qualified.ARRIVEProspective clientSearch, referral, directEXPLORE: INFORMATION ARCHITECTUREHomePositioning, partners, service overviewAbout UsHeritage, certifications, facilityServicesAviation and industrial service linesService detail, ×4Airframe, NDI, rotating equipment, specialNews & CareerOngoing credibility, hiringENQUIRE: THE RFQ FUNNELContact: request for quoteName, email, phone, service, messageService contextThe line they were reading, carried inRouted enquirySubject tagged with the serviceIndopelitaReaches the team already qualified

Showcase

Before: the legacy site
Before: the legacy site
After: the redesign
After: the redesign
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