If your small business already offers free customer WiFi, congratulations! You’re on the right path to engaging customers and building your business. The next step is to use your guest WiFi to help drive sales and create customer loyalty, and the place to start is your splash page.

Your splash page is the webpage that opens up when customers or visitors begin to log into your WiFi network. It’s the first virtual impression they have of your business, and it’s a prime location for your marketing message. Do you want to offer a special, today-only discount? Are you staying open later tonight? Is new merchandise arriving soon? Let your customers know by placing that message right where they are looking — your splash page.

Building a splash page doesn’t have to be difficult. In fact, there are tools and services that can automate the whole thing for you. Here are some tips to help you create an effective splash page.

• Reflect the essence of your business. A splash page is not the place to try something disconnected from your business mission. If your business provides professional consulting services to other businesses, don’t attempt to be whimsical on your splash page. On the other hand, if you’re a fashion-forward retailer that sells to millennials, a stodgy-looking splash page will likely turn off customers.

• Keep it simple. Remember that customers will see your splash page before they’re redirected to your main website. Don’t try to jam too much copy or too many images on this page. Make it easy for customers to zero-in on your key message or offer and enter your site. Another benefit of a simplistic design: it loads faster, meaning customers are less likely to abandon your site in frustration.

• Don’t make them scroll. Test your splash page design on different mobile devices to make sure users don’t have to scroll to see your message, your terms and conditions statement and your “Accept” or “Enter” button. Don’t make it difficult for customers to take the next step.

• Check the expiration date. If your splash page contains time-sensitive offers or information, you’ll need to update it accordingly. Nobody wants to see an expired discount or be shown your summer hours in the month of December.

• Experiment. Because splash pages are easy and quick to design, they offer your business a great opportunity to test different types of offers and supporting messages and graphics. Analytical tools can help you evaluate the results of different approaches. Just be sure to keep tip number one in mind when testing something new.

No matter what type of business you own, free customer and guest WiFi is expected these days. An optimized splash page can help your customers feel welcome and give you an excellent opportunity to communicate with them.

Learn more about how Comcast Business WiFi can help power and enhance customer experiences.