Simplicity
I have always been impressed with simple websites. Here is a good example:EuroFox
When I visit a website like that, it draws my focus to one thing: their product. I don't have to worry about navigating through multiple pages. It is all right there. Everything you would ever like to know about this plane, all in one place. I did have to use google to figure out the currency exchange. It seems like a lot of Airplane related websites are pretty simple in design. I would suppose this comes out of the mindset of aircraft design. Most airplanes seem to have a "Keep it Simple" design. Less to go wrong I would suppose.
In case you didn't notice, I am still fighting the airplane obsession.