Sinking the splash page
When discussing site structure, particularly with new clients, we're often asked to include a splash page at the top of the site.
In earlier times splash pages were used effectively to post warnings to users, ask for passwords and test for plug-ins such as Flash. But over time, some agencies also saw the splash page as an opportunity to showcase their own creativity, producing elaborate flash introductions. Today, "splash and flash" are not only unnecessary, they actually go against a client's best interests particularly in a world where mobile web browsing is on the up and up.
In fact we now advise clients that splash pages should really be sunk with out trace. They're just not good for business.
Visitors want information quickly, especially via smart phones, tablets and other mobile devices. So the number of steps involved in reaching content should be as minimal as possible.
Splash pages have a detrimental impact on overall search engine performance too. Google and other leading engines usually rank top-level URLs first so when spidering a splash page, they see only sparse, limited content rather than the treasure of richer, pertinent offerings hidden beneath. The absence of good quality top level content hurts the page's overall search engine ranking.
Search engines seek updated page content so where a seldom changing splash page is found, the presumption is a site with infrequently updated underlying content too. The search engines will then start to index your site far less often.
Yet in most circumstances, content previously restricted to a splash page can still work just as effectively on a well planned home page.
Navigation should be consistent throughout the site; it's confusing to visitors if a splash page offers different primary navigation to the rest of the site.
By visiting your site, users have already agreed to enter so asking them again is a redundant step even causing frustration for returning visitors.
In summary, the home page is the most important page on any website and usually the first port of call for visitors, potential customers and search engine crawlers. So give them what they want, when they want it rather than waste the chance to make a good and lasting first impression.