From invisible to industry-defining — in two weeks.
How I rebuilt Canadian Air Parts — a third-generation helicopter parts distributor — and shipped a feature no competitor in the global market has.
A serious business with an unserious website.
Canadian Air Parts is a trusted global distributor of helicopter and aircraft components, supplying operators across North America, Europe, and the Middle East. The business runs on deep technical expertise, long-standing OEM relationships, and decades of aviation heritage.
Their website told a completely different story. Template-built years ago and barely touched since, it had accumulated broken partner logos, an orphaned Covid-19 page, and a navigation sprawl that buried the product behind fifteen menu items. Prospects landing on the site saw a small, outdated operation. Anyone who actually visited the warehouse discovered the opposite.
The ask was straightforward: rebuild the site to match the quality of the business. What I ended up shipping went further than that.
Four problems, one signal.
Outdated visual identity
Template-driven layout, broken partner logos, and a colour palette that placed the business alongside local trades rather than global distributors.
Navigation sprawl
Fifteen-plus menu items across nested dropdowns, including an orphaned pandemic notice. The structure obscured the product instead of presenting it.
No clear path to enquiry
RFQ functionality was buried. Prospects with genuine purchasing intent had to hunt for a way to request a quote — and a fair number gave up.
No product differentiation
Nothing on the site signalled the depth of inventory or technical capability. Prospects had no way to see what made CAP different from any other distributor.
Same business. Different signal.
from scratch
to deployment
performance
this feature
I build software for owner-operators because I am one. I know what it's like to look at a P&L on a Sunday night and wonder how to make payroll on Friday. That changes what you build — and what you refuse to build.
The full scope.
- /Brand and identity systemRebuilt colour palette, typography, and a consistent visual language across every surface. Full Tailwind theme configuration.
- /Next.js architectureServer-rendered on the App Router. Perfect Lighthouse scores, instant navigation, a codebase built to be maintained for years.
- /Interactive parts explorerCustom SVG aircraft diagram with clickable zones surfacing inventory by system. The flagship feature no competitor offers.
- /Streamlined RFQ flowA single clear path from landing page to quote request. Routing to the sales team and confirmation handling built in.
- /Custom imageryAI-generated warehouse, aircraft, and component imagery produced specifically for the brief. Authentic in tone, consistent in style.
- /Vercel deploymentLive preview, auto-deploy on push, documented DNS migration plan for the cut-over to the production domain.
In the client’s words.
Working with Sam Jennings to build our new website was a great decision for our business. From the start, Sam took the time to understand what we do, how we operate, and what we needed the site to accomplish — not just visually, but functionally as well.
He was easy to work with, professional throughout the entire process, and made everything straightforward and efficient. Sam guided us through design choices, structure, and content without overcomplicating things. Communication was consistent, timelines were not only met but early, and any adjustments we needed were handled quickly.
The end result is a clean, professional website that represents our business well and is easy for our customers to navigate. It’s clear Sam knows how to balance design with usability, which is exactly what we were looking for.
I’d recommend Sam to any small business looking for a reliable, knowledgeable partner to build or upgrade their website.
Canadian Air Parts Ltd.
Need something like this for your business?
I work with a small number of owner-operators at a time. If you've got a website or an internal tool that isn't pulling its weight, let's talk.