First impressions are everything, especially when it comes to conducting business online. The tiny details matter just as much as the big picture.
With customer expectations higher than ever, maximizing every touchpoint is all the more important (especially for high-traffic touchpoints—like your homepage). That’s where splash pages come in.
A splash page is your first opportunity to make an impression and communicate to your website visitors, just like the doorman outside your brick-and-mortar who greets visitors.
Kaleigh Moore is a freelance writer specializing in blog content for SaaS companies and ecommerce platforms. You can check out more of Kaleigh’s work at wearelumen.com.
Splash pages help you break through the noise to make a strong statement or present a compelling offer to visitors on your website (it’s not called a “splash” for nothin’). If you’re considering creating a splash page, it needs to be thoughtful. Your splash page can either create value for visitors (resulting in higher conversion rates and increased brand equity) or be viewed as an unwelcome interruption (potentially harming your SEO). So, let’s dive into what it means to create a well-designed splash page so you can do it right the first time.
What is a splash page?
Let’s start with a simple definition. A splash page can be used as the introduction or entry point to your website or landing page. The key word here is can. A splash page should be seen as one of many tools in your toolbox, which means it’s up to you to decide if and when to use it.
Splash pages can be used to make a strong first impression, offer a more direct path to conversion, or present a compelling offer to your visitors right before they get to your homepage.
Never heard of splash pages? They are also commonly referred to as pop-ups or overlays.
Splash pages should be created to support your brand, user experience, and conversion goals. When done without purpose, splash pages can be a real buzz kill and an unnecessary roadblock to all of the great content on your website.
Here are a few great ways to use your splash page to engage, delight, and convert:
Create a more interactive experience (great for agencies who want to showcase their creativity)
Educate your audience with the most important info about your product or service
Allow visitors to choose their region or preferred language
Present a disclaimer or alert (perhaps an upcoming outage or office closure)
Verify their visitor’s age (ahem, are you old enough to view this?)
Now it’s time to pay close attention to what a splash page is not. (It’s not a landing page or homepage—more on why they’re different below.)
The difference between splash pages and landing pages
Though they sound similar, splash pages and landing pages are entirely different animals. While splash pages are windows that convey limited (but necessary) information before a visitor enters a website, landing pages are dedicated web pages that are separate from your site.
Landing pages are used in marketing or advertising campaigns to get visitors to complete an action. The name can be attributed to users landing on the page after clicking a link. Both landing pages and splash pages can be designed to convert or generate click-throughs, but landing pages have the following key differences:
Goal: Landing pages are typically tied to a specific campaign and purpose, whereas splash pages are just another component of your website’s user experience.
Traffic source: Landing page traffic often comes from a specific call to action (CTA) via other organic or paid channels (like social or email), whereas a splash page is a standing element on your website that appears when you arrive at the homepage (typically through direct search).
Amount of content: Landing pages are like highly focused homepages in disguise and include much more content than you would see on a splash page with very limited real estate.
“I think I need a landing page instead of a splash page.” Unbounce’s drag-and-drop builder lets you create one quickly, without the help of a developer. Learn more about why you’d build one to support your marketing goals here.
The difference between splash pages and homepages
This one’s a bit more straightforward. Homepages and splash pages are partners in crime (when the crime is a really great offer that can’t be missed). Splash pages can supplement your homepage by highlighting the most important information or creating a more direct path to conversion. There are many scientific reasons why pop-ups are incredibly effective, several of which tie back to how they capture your attention.
The design of your splash page needs to be simple yet punchy so it stops people in their tracks, but it also needs to be cohesive with the rest of your website. After all, the splash page is just one component of your website. (It’s like two people who play different positions but are on the same team.)
We’ve now talked about how splash pages are a potential partner in crime to your homepage, yet different from landing pages. But what are they used for exactly? And how do you know what to put on them?
The function of a splash page varies, and the possibilities are truly endless. You can use them to create a memorable brand experience, share an offer, promote a new product or service, streamline your user experience, communicate important business updates, put up an age verification gate, and more.
Splash pages aren’t a universal must-have for websites, which means they should be used with intention. Gone are the days of stale (ahem, white background, black text) splash pages asking you to select your preferred language or region. (Seriously, there are plugins for that.)
There are a few reasons you might want to consider creating a splash page:
Make an offer to your audience that will accelerate conversion.
Streamline the user experience by highlighting your most important content or updates.
Make an impact and differentiate your brand through storytelling.
Your splash page should be built to enhance your audience’s experience on your website, not hinder it.
How to make a splash page
Today’s splash pages are elevated. A killer splash page has gotta:
Capture your brand’s vibe
Nail that first impression
Have a clear, valuable offer
Now that you know the vision, let’s get down to the details of what you need to include. Well-designed splash pages typically have a few things in common:
Now let’s talk about actually pulling together your A+ splash page. Splash pages have a relatively small canvas, meaning you need to make the most of your space. Here are a few suggestions to help you be more efficient when you create your splash page:
Use templates: Most splash pages now come in the form of pop-ups and, if your creativity isn’t flowing, there’s a template for just about everything these days. (Here’s a few of our slightly biased favorites.)
Test, test, test: What you see on the screen is just one piece of the puzzle. There’s a lot that can be done in the back end of your site to personalize, test and optimize your splash page. (AI-powered optimization is your friend.)
10 standout splash page examples
As you’ll see, splash pages come in many shapes and sizes. We’ve tracked down some truly standout examples so you can see how versatile a splash page can be and get your ideas flowing. Keep in mind that splash pages can be more commonly found in industries like hospitality, ecommerce, and SaaS, but can be leveraged across almost any industry with a bit of creative thinking.
1. Age verification: Bell’s Brewery
If you’ve ever visited the website of your favorite brewery or winery, you’ve likely seen one of these:
That’s right—the good ol’ age verification window is acting as a splash page. The purpose of this gate is pretty clear: to verify that you are of the legal age in your country to access this content (and maybe purchase products from the site).
It’s playful, but still follows best practices by keeping all elements simple. Blurring the homepage behind your splash page is common practice, but the extent to which you should blur your homepage varies. In this case, fully blurring out the homepage makes sense because the user can’t legally access the site without verifying their age.
Why this is a standout splash page example: When life gives Bell’s Brewery lemons, they make lemonade. Rather than just checking the box, they have turned an annoying legal requirement and boring ol’ cookie compliance into a strong first impression by highlighting their brand personality and making their audience laugh.
2. Discount offer: Craft Beer Market
You might be thinking we prefer beer here… but it’s just because these examples are too good to ignore. Discount offers and promotions are commonly shared through splash pages, but this is a great example of how you can create FOMO around a time-sensitive offer.
There are many reasons to visit a restaurant’s website, soCraft Beer Market has made it incredibly easy to exit the splash page with a large “X” in the top right corner. (Don’t dare cross the hangry people viciously hunting for the menu.) Making it easy to exit your splash page helps prevent potential harm to your SEO efforts because Google penalizes pop-ups that are difficult to close or redirect people who accidentally click. In this case, they’ve used a minimal backdrop filter so visitors can still view the navigation and start searching for that menu.
Why this is a standout splash page example: Craft gets bonus points for being fully transparent about when their promotion ends (which also implies that the popup is temporary) and for using a countdown clock to better engage visitors.
3. Offer conversion: InspiredGo
InspiredGois also using its splash page to offer a discount or promotion, but they’ve done things a bit differently. They use a sequence of three splash pages to optimize offer conversion, bringing up a new splash page each time the customer completes a step.
The copy is incredibly simple, and when visitors click “yes” the current splash page swaps to an email capture in the same window.
As you can see from the copy on the second splash page, the discount code will appear within the same window once the form is completed (the third and final step).
Why this is a standout splash page example: Splash pages are meant to capture the attention of website visitors, but they are also a great way to drive faster, more seamless conversions. InspiredGo keeps visitors in one window (the splash page) until they get access to their discount code for free delivery, giving visitors a purchase incentive before ever making it onto the homepage.
4. Offer conversion: Superpath
In this next example, Superpath has also used its splash page to accelerate conversions with a different spin. Superpath is trying to gather sign-ups for its membership by boldly stating its value proposition with simple yet impactful copy. They’ve also added a quote to give visitors a taste of what Superpath is all about.
Although giving users an obvious way to exit your splash page is typically important, Superpath bends the rules in a way that makes sense for them. You can access the homepage by clicking outside of the splash page or by clicking the CTA. Although this is not typically recommended, it’s less risky in this case because “learn more” is a low-commitment CTA. Rather than directing you to the homepage, the CTA takes you directly to their community sign-up page.
Why this is a standout splash page example: This example shows that your splash page can accelerate conversions by communicating the most important points about your business upfront, while also minimizing the steps required to convert. Superpath is basically putting it all out on the table and asking, “Are you in?”.
5. Brand experience: In Pieces
Next up is In Pieces, a website created by Bryan James. The site raises awareness of 30 endangered animal species, but it’s also an experimental coding project. When you enter the site, a video begins to play. This type of introduction can be very impactful for first-time visitors, but frustrating for return visitors. To combat this, In Pieces provides the option to “skip” the video and go straight to exploring the exhibition.
Why this is a standout splash page example: This is a great example of using a splash page to offer a bold brand experience without sacrificing user experience. This video also gives you a sense of what to expect from the rest of the website, which is equally unique.
6. Brand experience: Poolside.fm
This funky, 90s-inspired mock-radio station quite literally puts the “splash” in splash pages. From the moment users navigate to the site, they’re immersed in another decade—from the play on a DOS system bootup to the period-specific tunes. It’s a fun, interactive site from the start. Then—clearly inspired by Mac OS 8—the home page looks like a desktop.
Visitors can click on the different icons to explore the site. They can even leave a comment in the Guest Book, discover music, connect with Poolside.fm on social media, and learn more about the meaning behind this eccentric site.
Why this is a standout splash page example: This splash page sets the tone for what users can expect from this site. Without the context offered by the splash page, a site that looks this unique could catch visitors off guard.
7. Informational: Forbes
Love it or hate it, for years business publication Forbes directed new site visitors to a “Quote of the Day” splash page (or welcome mat) featuring an appealing thought or idea before an article.
The monochromatic design is uncluttered, but the material on the splash page varies. Sometimes it’s just the quote, while other times an ad is displayed or other articles are promoted in list form (both of which work toward brand initiatives of driving up overall site clicks).
Why this is a standout splash page example: Forbes is combining two great things: brand experience and user experience. Online publications can be quite overwhelming to visit (especially global ones like Forbes). By giving visitors a soft landing, they can help guide the reader’s mindset (and clicks) before they enter the chaos.
8. User experience: Clearly
In this splash page example from Clearly (an online retailer of contact lenses, eyeglasses, and sunglasses), we can see how sometimes splash pages offer a few options to silo the experience for different types of buyers.
In Clearly’s case, starting from the splash page, site visitors are directed to four key locations on the site, as well as the option to view in French (for customers in Quebec). This eliminates any confusion around where to find their key offerings and resources.
Why this is a standout splash page example: Clearly was one of the first retailers to offer online shopping for glasses and contacts. By simplifying the user experience for first-time visitors, Clearly is making what could be an overwhelming experience more accessible.
9. Region and language selection: IKEA
When you navigate to IKEA’s website, you get a friendly greeting and the opportunity to choose which site you’d like to view based on your location. Although this is less common now with advancements in location services, it’s still a best practice to ensure an optimal user experience (especially for global companies like Ikea or Tesla). The function it serves is immediately apparent, reducing the time it takes for visitors to get to the good stuff in their region (like that sweet Hemnes bookshelf that’s on sale).
This splash page looks very similar to the homepage, which keeps the look and expectations consistent. The clean, straightforward design (coupled with a clear CTA and headline) makes this a great example of user experience.
Why this is a standout splash page example: The “why am I seeing this?” link explains to visitors why they’re on the splash page in the first place. (Always a smart practice.) And there are also alternate links so users can find more information on what Ikea’s up to.
10. Business update: Legwork Studio
A now-defunct creative shop based out of Denver, Colorado, Legwork Studio wanted a way to show potential customers and fans alike that they had closed their doors for good. It’s an entire experience before you visit the site itself. Once the full site loads, users will see three cards that they’re able to click on to learn more about Legwork Studio and the kind of work they once did for their clients. RIP, Legwork.
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Why this is a standout splash page example: The blunt message lets users know all they need to know from the moment they arrive, while staying true to their brand.
Ready to get started?
A splash page may or may not be the right option for your site. But if you’re looking for inspiration and ideas on where to start, Unbounce can help.Using Unbounce’s popup templates, you can create the standout, high-converting splash page of your marketing dreams. Learn more here.
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