You may not be changing your corporate name like BillShrink (press release), but you can use their technique any time you do a major website remodel. Throw a splash page on top of your old design highlighting the change(s), then redirect users to the new site (note 1).

The explanation on the splash page will reassure users that they have not landed on a fake site. And it provides an opportunity to highlight improvements and do some brand reinforcement.

You could use the same technique with major promotions, but the key word is MAJOR. It should be used VERY sparingly, or you will annoy customers while diluting its effectiveness.

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Truaxis/BillShrink splash page (15 Sept. 2011)
Note: In this case, BillShrink is still operating its old site. So consumers clicking on the right button will be sent to <billshrink.com>. Merchants and financial institution visitors will go to the new corporate site, <truaxis.com>.

BillShrink consumer site

Trueaxis corporate site
Note: Naturally, we love the Finovate Best of Show logos at the bottom (note 2), even if they are below the fold.

Notes:
1. In BillShrink's case, they are still operating the old site. But they want their B2B prospects (merchants/banks) to visit their new corporate site, Truaxis.com.
2. Truaxis will be busy next week, presenting a new twist on in-statement rewards at our Finovate (see our sneak peek post). It's also a finalist in Innotribe's competition (here).