While mostly a thing of the past, I still see companies who insist on having a splash page (a page, usually with a video or some sort of “welcome” message that visitors have to view before they get to your real site). To a business owner a splash page may seem like an opportunity to “sell” to your captured audience. But to many visitors it’s a reason to leave.. and fast.
The Wrong Message
Your website visitor came to your site for some reason… to read your blog, to find your phone number, to find out where you’re located. A splash page puts a barrier in front of where they’re trying to go. You’re telling your visitor that your message is more important than they came.
Confusing
Depending on the design of the splash page, and whether it has a way to skip it or redirects automatically, many visitors may be confused. They expected to see your home page and instead found a page that isn’t what they were looking for.
Bad for SEO
Many search engines have a difficult time getting past splash pages, depending on how they’re coded and designed. If search engines only see your splash page (which often doesn’t have any “readable” content), you’re missing out on opportunities to reach potential customers through search.
An Edge for Competitors
Most of us have competitors that potential customers can go to instead. Using a splash page may give them a reason to visit a competitor’s website instead (where they can more easily find the information they’re looking for). Why give them that opportunity?
Results Speak
Removing splash pages from client sites has undeniably increased traffic and engagement. Clients score better on search engine rankings and have improved conversations and response from their customers and potential customers. While there are ways to do this with a splash page in place, why put a barrier on in front of your customers?
A Good Use?
I have seen splash pages used well, but these tend to be very well designed and coded, and only show up for new visitors. The pages also are really another home page, giving visitors a quick overview of the site and some suggestions as to the most likely destination they’re looking for.
Site overlays (which essentially are splash pages) have been effective for short promotions or when asking people to fill out a survey. But they’re most useful when they’re not always there and when they have a very specific call to action (hopefully with a benefit to the visitor). Site overlays also tend to work better and be better received by visitors.
What do you think?
(photo by nathalielaure)