Your ultimate Black Friday landing page guide (+ 8 templates that actually convert)

In 2024, online shoppers spent $10.8 billion on Black Friday and the amount is expected to reach $11.7 billion in 2025, reflecting a 10.7% year-on-year growth. 

To stand out from the crowd and rake in the moolah, you need the ultimate Black Friday landing page. Slapping a generic discount won’t cut it. Your landing page must be a masterclass in strategic design, persuasive copy, and intelligent SEO.

This is your complete guide to creating a high-converting Black Friday landing page. We'll talk about the 3 pillars that create a high-converting landing page and showcase 8 exclusive templates that you can use as a blueprint for your own success. 

Before we dive into the templates, let's establish the foundational principles that will make your landing page stand out to both customers and search engines.

A powerful Black Friday landing page uses every visual cue to get a visitor to take action. It should load in a flash and guide the user's eye from the offer to the call to action with zero friction.

Urgency and theming

A successful Black Friday landing page is designed to create a feeling of urgency the moment someone lands on it. It’s a mix of visual cues and strategic messaging that tells the customer: "This deal won't last."

• Set the scene with a bold color palette. Deep reds, sharp blacks, and rich golds signal a high-stakes, limited-time event. 

• Pair this with high-quality product photos that feel special, maybe with a subtle gift-wrap bow or a festive background. 

• Display a countdown timer prominently. Psychologically, this triggers loss aversion—the fear of missing out on a deal.

• Be precise with your deadlines. Instead of "deal ends soon," use a clear end time like "Offer expires at midnight on Friday." This gives your customer a definitive deadline and a clear reason to buy now.

• Add social proof: According to BrightLocal’s 2025 Local Consumer Review Survey, 74% people in the US check at least 2 sources of reviews before making a buying decision. Safe to say, the trend holds for the rest of the world. That’s an excellent reason to prominently display customer testimonials on your Black Friday landing pages, further convincing your buyers that you’re a great choice. Below is a testimonial block that you can add to MailerLite’s landing pages. 

By combining these visuals, you create a legitimate sense of urgency that helps overcome buying friction and procrastination.

Mobile-first is mandatory

In 2024, 69% of all US Black Friday traffic came from mobile devices. Your page has to be designed for speed and usability on a smartphone, with large, tappable buttons and clean layouts. 

MailerLite’s landing page builder automatically creates responsive landing pages, so your page will display correctly no matter the size of the device.

Plus, our new mobile-view editing gives you complete control over how your page looks on any device. Easily hide or add elements, adjust spacing and alignment and more, so mobile visitors get a smooth, perfectly tailored experience.

Page speed optimization is critical. Compress all images and use lazy loading to ensure the page loads fast, even on slow connections. A sticky header with the call-to-action (CTA) visible at all times on mobile can significantly boost conversions.

Clarity over clutter

Avoid a messy, confusing design. Too many offers or CTA buttons create cognitive overload, making it difficult for a visitor to decide what to do. The design should guide them to a single action. 

Use arrows, directional cues, or a dominant color to draw the user's eye directly to your primary call-to-action.

Here’s a simple but powerful Black Friday landing page I created:

Your words must do the heavy lifting. The copy on a high-converting page is concise, compelling, and speaks directly to the customer's desires.

Irresistible headlines

When the goal is to get people to buy, your headline needs to do more than just introduce the page. The 80/20 rule of headlines states that 8 out of 10 people browsing your content will only read the headline. A powerful headline can be your ticket straight to conversion. 

Here are a few headline types that work especially well for Black Friday.

• The direct punch: This kind of headline gets straight to the point. It's assertive and leaves no room for confusion. The message is simple: here's the deal, now act on it.

Example: Your New Winter Coat Is 50% Off. Today Only.

• The benefit-driven promise: This headline promises an outcome. It focuses on the customer's goal, not just the product itself. You're selling a solution, not a thing.

Example: Give a Glow-Up To Your Home Office. All Urban Loft Furniture is 40% Off.

• The pain-point solution: This headline starts with a problem your customer can relate to. It reminds them of a frustration and immediately positions your product as the answer.

Example: Shivering on Cold Commutes? Our Smart Heated Jacket Is 30% Off.

• The bold claim: This one makes a specific, strong statement about your product's unique value. It's not about being the generic "best," but about being the "most" or "last" of something. This builds credibility and sets your offer apart.

Example: The Last Backpack You'll Ever Buy. Get 25% Off Our Indestructible Atlas Bag.

• The command: This headline is a direct order. It urges the visitor to do something immediately, often by using a sense of urgency to push for a quick conversion.

Example: Don't Miss Out. Your Dream Camera is 25% Off for Black Friday.

With MailerLite’s landing page builder, you can get AI suggestions to strengthen your headline and make a more powerful impact. 

Leverage scarcity and FOMO

To get people to act, you have to give them a good reason not to wait. Scarcity and fear of missing out (FOMO) are your most powerful tools for this. Here’s how to do it well, with more specific and engaging copy:

• Time-based urgency: This copy uses deadlines to create a feeling of limited opportunity. It’s direct and pushes for an immediate decision.

Instead of: "Deal ends soon." 

Try: "Your special pricing expires at midnight on Friday." or "The clock is ticking on these savings. Don't let them get away."

• Quantity-based scarcity: Use this for products that have a limited supply. The copy should feel like a real-time warning, not just a static message.

Instead of: "Only 5 left in stock." 

Try: "Selling fast! Only 5 Aura Blankets remaining." or "Low stock alert! Last chance to grab yours before it’s gone."

• Exclusivity-based FOMO: People don't want to miss out on what others are getting. This copy makes them feel like they're part of an exclusive group, or that a special opportunity is slipping away.

Instead of: "For our subscribers."

Try: "You're on the list. Get early access to the deals now." or "A special offer, just for you. Don't share this page!"

These simple copy changes turn a passive offer into an active one. They give your customers a clear, compelling reason to click that "Buy Now" button.

Build trust with social proof

New customers need reassurance. Display testimonials, customer ratings, and trust badges (e.g., "Secure Checkout," "As Seen In Forbes"). Place this social proof strategically: for digital products, put it near the "buy now" button; for physical products, a dedicated review section below the fold works best.

• Social proof in action: This is a powerful, subtle way to leverage FOMO. It shows the customer that other people are buying the item right now. This adds a sense of validity and urgency to their decision.

Instead of: "People love this product."

Try: "Just sold: The Indestructible Atlas Bag to a customer in New York." or "37 people are viewing this product right now."

To rank high, you need to think long-term. Your page isn't just for one day—it's for years to come.

The evergreen URL

Create a single, permanent Black Friday page (e.g., yourbrand.com/black-friday). Update it every year with new content, deals, and dates. This builds long-term domain authority and link equity, ensuring your page ranks higher with each passing holiday season.

Here’s a look at MailerLite’s evergreen Black Friday page for the rest of the year after the Black Friday sale is over. 

Targeting search intent

Go beyond basic keywords. Your headline and body copy should target long-tail, user-focused queries. For instance, instead of just "Black Friday deals," rank for specific terms like "best Black Friday deals on skincare" or "Black Friday discounts for freelance writers." Use these terms naturally in your headings and body text.

Technical optimization

Ensure your page loads lightning-fast. Use properly optimized images with descriptive alt text. Every MailerLite landing page comes with super-fast fast free hosting and is secured with an SSL certificate. Your pages load quickly and look flawless on any device. You can easily add images, alt text, SEO titles, descriptions, and headlines to your MailerLite landing page. 

Cross-channel marketing integration 

A high-performing landing page shouldn't exist in isolation; it must be the central hub of your multi-channel campaign. To drive maximum traffic and create a predictable path to purchase, you need to seamlessly integrate your landing page with all your marketing channels.

By adopting an omnichannel campaign approach, you use a consistent message across every touchpoint, from landing page to social media to emails, to craft a clear customer journey.

For example, you could run a social media ad campaign that leads users directly to your Black Friday landing page. If a visitor adds items to their cart but doesn't check out, an automated abandoned cart email is triggered, leading them right back to complete their purchase using the consistency of the landing page's message.

Email and SMS tactics

Start building anticipation with early access announcements for subscribers. Use abandoned cart recovery messages to bring back hesitant buyers. After the purchase, send a thank you email with an upsell for a related product.

Read our article to learn how to create a solid Black Friday email campaign: 

Social proof in action

Leverage user-generated content (UGC) from past customers. Encourage branded hashtags, feature customer photos in your social feeds, and run polls to build buzz and a sense of community around your deals.

We know this is a LOT to process. But did you know we have an AI landing page builder that can considerably ease your workload?

Here’s a step-by-step guide on using MailerLite’s AI landing page builder:

1. Put in your background information first, like your company name, industry, describe the desired landing page message (optional), and state your goals:

2. Choose the style and theme colors and click on Generate:

3. You get three landing page options to choose from. You could also click on Regenerate to get more landing page options. 

All you have to do is make a few tweaks, and voila! Your landing page is ready! 

Let’s take a look at a simple Black Friday landing page I created with our AI builder:

Technical and user experience considerations

A beautiful landing page is useless if it's slow or clunky. Before the big day, you need to make sure your page is technically flawless and ready for a flood of traffic.

Streamlined mobile checkout

Since most sales happen on mobile, a complicated checkout process is a deal-breaker. Offer a guest checkout option, minimize the number of fields to fill out, and make sure your payment gateways are easy to use on a small screen.

If you’re a MailerLite user, you can create a streamlined mobile checkout experience with our selling digital products feature. Just create a product, edit the checkout, and add it to any landing page with our product block. 

Here’s a tutorial on how to sell digital products on MailerLite:

Live chat and real-time support

Black Friday shoppers have questions. Implement a live chat or AI chatbot to provide instant answers about shipping, products, or deals. This can reduce friction and prevent a shopper from leaving your site to find answers elsewhere.

Most chatbot tools provide code that you can paste into the header or body section of your landing page. 

If you built your landing page with MailerLite, simply add the provided code in the Header code injection or Page code injection settings in the Analytics and custom code section of your landing page’s settings.

Robust analytics and post-sale engagement

Once the sale is over, your work isn't. Set up your analytics to track conversions, traffic sources, and user behavior. Use this data to analyze what worked and what didn't for next year.

With MailerLite’s performance reports, you can track total views, unique visitors, subscribers, and conversion rate for your landing pages. For a more in-depth analysis, you can seamlessly connect to Google Analytics.

After the purchase, engage your new customers. Send automated thank-you emails, invite them to join a loyalty program, or offer a special discount on their next purchase. This turns a one-time Black Friday buyer into a long-term customer.

Learn more about the different workflow automations in our ultimate guide:

8 templates for your Black Friday landing page

Here are 8 strategic templates, designed by our in-house team with MailerLite landing pages, that you can adapt to your specific business model.

Template 1: The "high-value hero" template

Best for: E-commerce brands running sitewide Black Friday sales or promoting a single, high-ticket product.

Strategic goal: To create an instant-impact landing page that drives large-scale conversions by grabbing attention immediately.

Why it works: This template is all about boldness and urgency. A massive hero image paired with a simple, benefit-driven headline and countdown timer makes the value crystal clear. Shoppers know instantly what the deal is and why they should act now. By eliminating distractions and focusing on one powerful message, it leaves no room for hesitation—pushing users to click “Shop Now” before time runs out.  

Template 2: The "category showcase" template

• Best for: E-commerce stores with a wide, diverse range of products.

• Strategic goal: To reduce overwhelm and guide shoppers directly to their desired deals.

• Why it works: Breaks down the sale into clickable categories, letting users self-select their path.

This MailerLite Black Friday landing page template is designed to help shoppers quickly find what they’re looking for. Instead of overwhelming them with a huge catalog, it organizes the sale into clear product categories, like moisturizers, serums, and fragrances. 

Each category block features an image, discount details, and a call-to-action that guides users directly into the products they care about most.

Why it works: By reducing decision fatigue, the page makes the shopping journey faster and more intuitive. Shoppers don’t have to scroll endlessly; they can jump straight into their preferred category and start adding products to their cart. This approach is especially effective for beauty, fashion, and lifestyle brands that carry multiple product lines but want to keep the Black Friday experience simple.

Template 3: The "value-driven service" template

• Best for: Online course creators, educators, and service-based businesses selling expertise.

• Strategic goal: To highlight the transformation your audience will achieve through your course or service, while reinforcing authority and credibility.

• Why it works: Instead of leading with just a discount, this MailerLite Black Friday landing page template builds trust by showcasing real results (like a student gallery or testimonials) and clearly laying out what the buyer will gain. The hero section uses a bold, professional image tied to the course, while the course outline or “what you’ll learn” section spells out the value in simple, scannable steps. Paired with a limited-time offer and clear pricing, it strikes the right balance between urgency and credibility—helping prospects feel confident about making the investment.

Template 4: The "local charm" template

Best for: Small businesses, artisans, and local brands that want to highlight authenticity and community support.

Strategic goal: To connect emotionally with customers by turning a Black Friday purchase into a way of supporting local makers and celebrating handcrafted quality.

Why it works: Instead of pushing urgency alone, this template builds trust and warmth. It weaves in brand storytelling—showcasing the people behind the products, their values, and their craftsmanship. Authentic imagery of the team, workspace, or products makes the shopping experience feel personal. The result is a feel-good purchase that not only delivers a deal but also makes customers proud to support a small business.

Template 5: The "exclusive bundle" template

Best for: Publishers, subscription services, or businesses that can package related products together into one compelling offer.

Strategic goal: To increase average order value and make the deal feel too good to pass up by bundling multiple issues, subscriptions, or editions into one limited-time package.

Why it works: This MailerLite Black Friday landing page template builds excitement around exclusivity. By presenting a discounted bundle (in this case, magazine issues plus subscription perks) alongside a clear countdown timer, it drives urgency and maximizes perceived value. 

The inclusion of tiered subscription options and a team section further reinforces trust while giving customers the flexibility to commit at different levels. The result is a page that feels high-value, authoritative, and designed for action.

Template 6: The "pre-sale and lead gen" template

Best for: Any brand that wants to build a subscriber list and create anticipation ahead of Black Friday.

Strategic goal: To capture high-intent leads before the sale goes live. By offering early access or exclusive perks in exchange for an email signup, this template ensures you have a ready-made audience to market to the moment your deals launch.

Why it works: Instead of overwhelming customers with products too soon, this page creates intrigue. The promise of early access or VIP deals gives shoppers a reason to sign up, while a countdown timer builds urgency as the launch date approaches. It’s a focused, single-purpose design: one page, one form, one goal. That simplicity makes it highly effective.

Template 7: The "Social Proof Magnet" template

Best for: Brands with a high volume of positive reviews, social media presence, or a large customer base.

Strategic goal: To build immediate trust and drive conversions by leveraging the power of "the crowd." This template tells shoppers that hundreds or thousands of people have already purchased and loved your product.

Why it works: On a day filled with unfamiliar brands and too many options, social proof is the ultimate tie-breaker. This template works because it cuts through the noise. It gives a hesitant shopper a powerful reason to trust you: real, positive validation from other people. 

It reduces risk, confirms the quality of your offer, and creates a sense of FOMO—not just about the deal, but about being one of the many who are loving your product.

Template 8: The "Problem/Solution" template

Best for: Businesses selling a product or service that solves a specific pain point (e.g., productivity software, a health product, a niche tool).

Strategic goal: To convert high-intent shoppers by directly addressing a problem they're experiencing and offering a perfect, limited-time solution.

Why it works: Shoppers are often looking for a specific solution, not just a random deal. This template taps into that existing pain point. It works because it validates the customer's frustration and immediately provides a "fix." 

On Black Friday, the added discount makes the solution not just effective, but also affordable. You're not just selling a product; you're selling the end of a problem, and that's a powerful motivator.

A successful Black Friday campaign doesn’t happen magically; you need a robust roadmap. Here's a simple checklist to ensure you don't miss any key steps.

September-October: The planning phase

• Set your goals: What's your target revenue? How many new customers do you want?

• Plan your offers: Decide on your main deal and any upsells or bundles

• Build your landing pages: Design and write the copy for your evergreen landing page and any other temporary ones

November: The launch phase

• Launch your pre-sale campaigns: Start building your email list and creating anticipation with early access deals

• Test everything: Double-check all your links, coupon codes, and checkout processes. A bug on Black Friday is a lost sale

• Go live on Black Friday: Execute your marketing campaigns across all channels

December and beyond: Post-sale analysis

• Analyze your data: Review your analytics to see what worked and what didn't

• Nurture new customers: Welcome new buyers with a thank you email and a loyalty program invitation

• Update your evergreen page: Turn your Black Friday landing page into a post-sale "deals" page or a "coming soon" page to maintain its SEO authority for next year

Now that you’ve learned about the design, copy, and SEO elements to create a super-hit Black Friday Landing Page and seen some powerful templates in action, it’s time to create your own. And what better choice than MailerLite?