Sending Black Friday visitors to your home page wastes their attention. A dedicated deals page shows the offer immediately, lists the discounted products and gives you one link to share in emails, ads and social posts. Built early, it can also rank in search for “[your niche] Black Friday deals”. Here is how to build one in WordPress.
Use a permanent URL
Create a page at /black-friday/ without the year in the URL. Each year, update the content and keep the same address. The page keeps the links and authority it earned in previous years, which makes it easier to rank. Put the year in the title instead: “Black Friday Deals 2026”.
The structure that converts
- Hero: the offer in one line (“30% off everything”), the dates and one button.
- Countdown: time left until the sale starts or ends.
- Before the sale: an email form to get early access.
- During the sale: the best deals first, bundles and bestsellers, then the rest of the catalog.
- Reassurance: shipping, returns, payment methods, reviews.
- FAQ: dates, how the discount applies, delivery before Christmas.
Switch the page by phase
A good deals page changes with the calendar: before the sale it collects emails, during the sale it sells, after the sale it thanks visitors and collects emails for the next event. You can update it by hand at each date, or build it with blocks that you schedule. A countdown that reads the real WooCommerce sale dates hides itself automatically when the sale ends.
Show prices clearly
Display the original price crossed out next to the sale price, and the percentage saved. Visitors should not need to calculate anything. Scheduled sale prices in WooCommerce switch on and off at the exact times you choose, which avoids mistakes at midnight.
Drive traffic to the page
- An announcement bar on every page linking to it.
- A link in your main menu during the event.
- Your email sequence, see Black Friday email ideas.
- Internal links from relevant blog posts.
- Your social profiles and Google Business Profile posts.
SEO tips for a deals page
- Publish it several weeks before the event so search engines can index it.
- Write a short introduction with your niche keywords: “Black Friday deals on handmade jewellery”.
- Add an FAQ in text.
- Keep it fast: compress images and avoid heavy sliders.
- Keep the page live after the event with a “see you next year” message and a signup form, rather than deleting it.
Example
You can see a live example on our own Woo-Plugins Black Friday page: early access form, countdown, bundles first, then all plugins and an FAQ. For the rest of your preparation, follow the Black Friday WooCommerce checklist.
Common landing page mistakes
- Hiding the offer below a big image or a long introduction.
- Too many choices without a clear starting point: highlight bundles or bestsellers first.
- No deadline, or a deadline that changes every day.
- Different wording on the page, in emails and in banners, which confuses visitors.
- Deleting the page after the event, losing its links and rankings.
Collect emails before the sale
A deals page published early can collect hundreds of emails if it offers a real benefit: early access, an extra gift or a reminder on launch day. Keep the form short (just the email), explain what subscribers will receive and how often, and ask for clear consent. These subscribers are your warmest audience on launch day, see Black Friday email ideas.
Measure and improve
Track how many visitors reach the page, how many join the list before the sale, and how many buy during the sale. If many visitors leave without joining, test a clearer benefit or a shorter form. If they join but do not buy, look at the offer itself or the product pages. A deals page improves every year when you keep the same URL and learn from the numbers.
Frequently asked questions
Should my Black Friday page URL include the year?
No. Keep /black-friday/ and update it every year so it keeps its links and rankings. Put the year in the title.
When should I publish the page?
Several weeks before, with an early access form. It can collect emails and get indexed before the sale.
What should the page show after the sale?
A thank-you message and a signup form for the next deal, rather than a 404 or a redirect.