Splash Pages, Landing Pages and Microsites

You’ve got a campaign in motion and a message to deliver... now it’s just a matter of choosing where it all lives online. Not every digital experience needs to be a full-scale website. Depending on your goals, sometimes what you really need is a landing page or a microsite. Or maybe even a good old-fashioned splash page (yes, they still exist).  



The terms “splash page,” “landing page” and “microsite” often get thrown around interchangeably, but they’re actually very different beasts. Each page type has a unique purpose, design style and role in the customer journey. Not only can selecting the wrong digital format waste budget, but it can also leave your visitors confused or struggling to find what they need. 

Let’s break down what each page type actually does and when you should use it. 
 

Splash pages 

Once upon a time—think early 2000s—a splash page was the digital red carpet to your website. It was bold, often animated and sometimes even had background music (for better or worse).  

A splash page is an entry screen that appears before visitors access your main site. It’s usually a single page with minimal content: maybe a full-screen image, a logo, a brief message and a call to action like “Enter Site.”  

In most modern marketing strategies, splash pages aren’t the go-to. They add friction between the site visitor and your core content, which contradicts the fast, intuitive design users have come to expect. If someone clicks through to your site, you want to show them the immediate value rather than make them click again just to get started. 

 

When to use it  

While splash pages are generally less common today, there are a few specific scenarios where they still make sense: 

• Regulatory requirements (like age gates for alcohol, CBD or tobacco) 

• Seasonal promotions or major announcements that temporarily take over your homepage 

• Creative campaigns where storytelling starts before the main experience 

• Language or region selectors when you're serving a global audience 

If a splash page serves a legal, UX or branding purpose that can’t be accomplished any other way, go for it. But if it’s just there to look cool or spur curiosity, your users will likely see it as a speed bump, if not a full stop. 
 

Landing pages 

A landing page is a targeted page built for a specific marketing goal, typically tied to a campaign or ad. Visitors “land” on this page after clicking on a search result, email or digital ad. The entire page is designed to drive a single action like filling out a form, downloading a guide or signing up for a demo. 

Landing pages are intentionally stripped down to remove decision fatigue. Unlike your homepage or main site, they usually avoid site-wide navigation, minimize distractions and zero in on one key message. The layout is purposeful with a strong headline, focused copy, supporting visuals and a clear call to action. 



When a visitor arrives at your site from an ad, they’re already shown interest and are mid-journey. Studies show that cutting navigation at this point in the funnel often increases conversions. A landing page meets the visitor exactly where they are with the next best step, without a buffet of unrelated content.  
 

When to use it 

Consider a landing page when you want to:  

• Maximize ROI from digital ads or email campaigns  

• Segment audiences by product, service or intent  

• A/B test creative or messaging without touching your main site  

• Measure conversions in a focused, trackable environment 
   

Types of landing pages: 

Landing pages can take a few different forms depending on what you're trying to achieve. Here are a few common types and what each one is built for: 

• Click-through: used to warm people up before sending them to a transactional page (like pricing or checkout) 

• Lead generation: form submissions structured to capture visitor information, often used in B2B campaigns or gated content 

• Event or webinar: focused on sign-ups or RSVPs, with minimal info outside of time, date and benefits 

• Product-specific: ideal when you want to spotlight just one product or service, often tied to paid campaigns 
   

Microsites 

A microsite is a mini website with a very specific mission. Differing from splash or landing pages, microsites usually have multiple pages, richer content and a standalone feel. They live outside (or sometimes alongside) your main website, with their own domains or subdomains. The sites feature their own unique branding and messaging aimed at a very specific audience or objective. 

Microsites are perfect when you want to create a designated space for a campaign, product launch, event or brand initiative that deserves its own story and user journey. They give you the freedom to build an experience that’s more immersive and tailored than a single landing page, without getting lost among your main site’s broader messaging.  
 

When to use it 

Choose to use a microsite when you:  

• Need a dedicated online home for a major campaign or product launch that requires its own narrative 

• Want to test new ideas or brands without impacting your main website 

• Are offering a product or service with complex features that require deeper explanation 

• Want to create an interactive brand experience that goes beyond standard pages 

• Are promoting a limited-time initiative or seasonal offering 

Microsites can range from a handful of pages to a complex site with interactive content, ecommerce, videos and more. They require more development resources than landing pages or splash pages, but they offer greater flexibility and impact when your message needs room to breathe. 
 

Choosing the right format for your goals 

Now that we’ve decoded the differences between splash pages, landing pages and microsites, the next step is figuring out which one fits your goals. The appropriate choice depends on what you want users to do, how quickly they need to do it and how much information you need to share. 

Ask yourself: 

• What action do I want the user to take, and how quickly? 

• Does this initiative need its own visual identity or creative approach? 

• Is this a short-term campaign or a longer-term digital experience? 

• Can I get my message across in one page, or do I need more space? 

• Am I driving traffic from channels like ads or search that rely on fast conversion? 
   

Your answers can quickly point you toward the format that best supports your audience, message and timeline. Here’s a quick guide to help you decide: 

Frequently asked questions 

Can a landing page live outside of my main website? 

Technically, yes. But it’s often better for SEO and tracking to keep it within your main domain structure unless there’s a compelling reason not to. 
 

Are microsites bad for SEO? 

Not inherently. In fact, they can boost SEO if structured properly with original, high- quality content. Just don’t copy/paste from your main site, and make sure the microsite has a clear goal. 
  

What are some alternatives to splash pages? 

Instead of a splash page, consider using inline modals, banners or interstitials that deliver the same message. These alternatives can be less disruptive and better for SEO. 
  

When should I invest in a microsite instead of just adding pages to my main website? 

When your campaign or product needs its own story, design or focus that might get lost on your main site. Microsites are ideal for targeted efforts where you want creative control and a more personalized user experience. 

Still not sure what kind of site you need? Our web design experts can help you make the right call for your goals. Let’s talk!