Black Friday is on the horizon. As two of the most profitable seasons for online marketers, Black Friday and Cyber Monday require expert planning to increase the chances of cutting through the noise and securing conversions.

When it comes to Black Friday promotions, your landing page is your brand’s traffic goldmine. This is the season of mass Google searching, product hunting, and site hopping. This means that your landing page is often a customer’s first impression of your brand, your products, and most importantly, your unique Black Friday deals.

However, a 2024 Unbounce study found that only 8 of 34 surveyed brands had dedicated landing pages for their Black Friday and Cyber Monday campaigns.

Instead, brands simply sent traffic directly to their homepages, with 10 of 34 respondents not even mentioning Black Friday.

To deliver results in 2025, creating a sales-optimized landing page is essential. Here are seven strategies and winning brand examples to take on board this Black Friday for more online conversions.

Build an Evergreen Landing Page

Your landing page is your first chance to make an impression on your target consumers. 

A Black Friday landing page is a magnet for organic traffic and a quick-fire way to capture visitor details. While it only receives engagement for a few short months, the results speak for themselves, with Black Friday landing pages raking in nearly double the amount of conversions as a year-round product page.

However, what if we told you you could create a Black Friday landing page that benefits your SEO year-round? 

The key here is to design an attractive landing page that can be used for future Black Friday campaigns. Research your niche, and include clear content that naturally answers search intent.

When it comes to choosing your keywords, move away from high-volume buzzwords such as ‘Black Friday’ and ‘Cyber Monday’. Instead, target long-tail phrases like “best Black Friday deals 2025” or ‘affordable skincare sets Black Friday sale’ that naturally match search intent and are relevant to your niche.

Once you’ve created your evergreen landing page, you have a template to edit and reuse every year. 

During the Black Friday season, your themed landing page drives search traffic and engagement, signalling to Google that you’re an authoritative player in your niche. To retain that search equity and the backlinks you’ve built, simply leave your evergreen page live and refresh the content rather than starting from scratch.

Samsung is an excellent example of a brand that does this well. Their Black Friday landing page remains live year-round, making it faster for Google to index during a competitive search season, and easier to tease deals, build anticipation, and collect leads before the rush begins.

Create a Sense of ‘FOMO’

If you want to drive conversions, your landing page must encourage its visitors to ‘act quickly’ in fear of missing out on the best deals.

The key here is to create a sense of urgency, without making consumers feel pressured. A great way to do this is by offering visitors incentives, such as pre-Black Friday discounts, new products, and exclusive access to limited stock.

To convince your customer to act quickly, you must introduce elements to your landing page that suggest your offer is a limited-time deal.

From language such as “while stocks are still available”, “only X space left”, and “for one day only” to including clever countdown timers and real-time stock counts, there are plenty of ways to create a sense of scarcity around your offer.

Princess Polly does this well with action-inspired phrases. Using language such as ‘Final Hours’ and ‘Hurry’ suggests that the Black Friday offers are about to expire, and customers should move quickly if they don’t want to miss out.

Clean up Your UX

In the chaos of Black Friday, users don’t have time for confusion. Some of the best-performing landing pages are simple, not overloaded with text and images, and easy to navigate.

Your call to action (CTA) is the most crucial element of your Black Friday landing page. If you want your campaign to deliver results, the easiest thing to do is remove the distractions that keep people from taking action.

Eliminate distractions such as unnecessary navigation, autoplay videos, or cluttered product grids, and instead, use short copy, bold headings, and a powerful CTA button to drive results.

Take a look at this landing page from BIKE24. With a minimalist UX design and fewer overwhelming elements, users are immediately drawn to bold, contrasting text and a powerful countdown timer that encourages a sense of urgency.

Go Beyond Basic Discounts

If you want to showcase extra value, create Black Friday landing page that goes beyond traditional price cuts and limited-time offers.

Include high-value deals that competitors can’t match, such as bundles, loyalty perks, guarantees, or limited-time bonuses.

For instance, EngageBay’s Black Friday landing page doesn’t just say “40% off, it emphasizes that customers receive a lifetime deal, creating a sense of exclusivity and long-term value.

This type of landing page strategy appeals to both Black Friday deal seekers and loyal consumers looking to upgrade their SaaS support.

The key here is value stacking. Everyone is offering 10% of their festive product range. To stand out, you must go one step further. This is often the best way to push hesitant shoppers over the line. 

Invest In a Reliable Host

Black Friday drives some serious traffic to e-commerce domains. As site clicks ramp up, your landing page must be equipped to handle large influxes of potential buyers.

During a high-traffic event like Black Friday or Cyber Monday, your server performance is crucial. If your website takes more than three seconds to load, it won’t matter how good your deal is, as visitors will immediately bounce.

Luckily, there are plenty of Black Friday web hosting deals to choose from. Investing in high-performance web hosting ensures that your domain is built to handle seasonal traffic influxes and remains live during flash sales.

Take John Lewis, for example. Raking in more than 2.2 million visitors during their 2024 online Black Friday event, John Lewis relied on a mighty web host to handle high volumes and keep page load times fast.

This is a good illustration of why excellent web hosting is non-negotiable during big sale events.

Prioritize Mobile Responsiveness 

Did you know that more than 50% of online spending during Black Friday comes from mobile devices?

With more than 7 in 10 landing page visits now happening on mobile, your mobile UX is no longer an afterthought, but a priority when designing a landing page.

A mobile-friendly design means that your Black Friday landing page can adapt seamlessly to a smaller screen and be navigated with just a thumb.

Think about your haptic design and feedback here. Mobile customers like big buttons that let them know when they have been pressed.

Another element to consider is a ‘sticky CTA’. This is essentially a pop-up or banner that stays visible as the visitor scrolls through your store’s products. 

Every one of your images should be compressed without compromising quality, and your navigation bar should be easy to find and use for effortless page-hopping on the site.

ASOS is a mobile e-commerce veteran and knows exactly how to capture attention in a mobile search landscape.

With a mobile-first layout that immediately highlights top offers and large CTA buttons, Black Friday scrolling is easy for fast-paced digital natives.

Set out in sections that appear above and below the fold, you’ll see that their ‘20% off’ discount is mentioned multiple times as users scroll through the content. There are also numerous CTA buttons throughout the landing page that encourage users to convert, no matter which element they are interacting with.

Build Trust with Social Proof, Policies, and Guarantees

Black Friday shopping can be daunting for online shoppers. With so many deals to choose from, it’s your job to create a landing page that builds trust and encourages conversions from wary customers.

Feature social proof —such as reviews, real customer insights, and Trustpilot ratings —to save customers the time of researching your reputation in another tab. If your product has a high rating on publications like Which, or another ‘best buy’ blog, feature that too.

Another easy way to encourage conversions is to list essential policies, guarantees, or FAQs directly on the landing page.

Costco does this brilliantly by including a detailed FAQ section on its Black Friday page.

By answering questions about delivery times, ways to save more, and how to earn cash back, Costco establishes itself as a credible seller and a source buyers can go to post-purchase for follow-up questions.

The more trust you earn on the page, the less likely users are to hesitate before clicking “buy now.”

Key Takeaways for Black Friday Marketers

Your Black Friday landing page is your chance to make a powerful impression on a target customer.

Prioritizing a mobile-first design, high speed, friction-free experience, and a sense of urgency remains crucial if you want to drive traffic during the festive season.

The key here is to encourage immediate action. By following the seven strategies above, prepare to create a Black Friday landing page that hooks visitors immediately, gets them excited, and carries them through to the checkout seamlessly.