Evergreen Black Friday Landing Pages: A Quick Guide

Kendall Brennan
By Kendall Brennan

With all of the marketing tools we now have at our fingertips in the digital space, one of the most important remains the landing page. With an event as big as Black Friday, you need a good landing page to turn your clicks into buys. Your ads did the job in bringing potential customers to your page, you don’t want stale content to turn them away. A good landing page can make the difference between a conversion and change of heart.

This is why you should consider using an evergreen Black Friday landing page. Evergreen landing pages can be a major boost to your marketing efforts this holiday season.

Why Evergreen Content?

As the name suggests, “evergreen” content is named after evergreen trees, such as pines and firs, which never shed their leaves and stay green year round. Like the trees, evergreen content is sustainable. Evergreen SEO landing pages stay fresh and relevant to readers, improving your rankings and leading to more visibility. For instance, while Black Friday only comes one day a year, your evergreen landing page can be going to work for you to get the word out months in advance.

Traditionally, landing pages aren’t thought of as evergreen content, because they are typically focused on a single promotion or event. But with some simple strategies, you can take advantage of the landing page all year and boost its rankings and effectiveness.

However, because of the weight of importance placed on a landing page, it can be tempting to create new landing pages each year for your holiday promotions. But you shouldn’t.

Why You Shouldn’t Create A New Landing Page Each Year

If you had a landing page for your Black Friday promotion in 2016, don’t create a new, separate page for Black Friday 2017. What you should do is use the same landing page for each year, and every year moving forward, but update the content on the page instead.

Related: Holiday Marketing Tips for ECommerce Websites

The key is to have strong content on your landing page to convert leads into buys. There are several strategies to help you bring in more sales through a solid landing page. We’ve outlined a few for you below.

Take Advantage Of SEO Around The Holidays

Search Engine Optimization (SEO) is one of your most useful marketing tools in the digital space. But many companies are missing out on taking advantage of utilizing SEO with their holiday promotions due to its longer timeline to gain traction. You should take advantage of SEO around the holidays by starting well in advance.

SEO takes months to gain traction, which is why you should create an evergreen holiday landing page early in the year. Whether it’s for Black Friday or any other annual promotion, creating your landing page early will help the page start ranking in search results by the time the holidays roll around. Not only will it gain rankings by the holidays, it will maintain those black friday keyword rankings for years to come.

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What Types Of Keywords To Go After

Now that you know SEO can be helpful when associated with the holidays, you might wonder what keywords to target. The good news is, some of them might already be fairly established. If your brand is known for doing Black Friday sales, there will be a lot of natural search for your brand and Black Friday.

Related: How to Stand Out Online This Holiday Season

While this is a good start, but you also want to target non-branded keywords as well. For example, if your company is in retail, you could focus on keyword search terms like “Black Friday jeans sales,” “Black Friday sweater sales,” “Black Friday dress sales,” and so on. By targeting non-branded keywords as well, you can attract a difference audience who might not be familiar with your brand or your promotions. This can help bring in a whole new batch of customers and make your Black Friday sale your biggest yet.

How Else Your Evergreen Landing Page Can Be Used

When you’re not in season for the particular sale, you can still utilize your Black Friday landing page to build awareness for your other holiday sales and what other deals you have that are upcoming. This helps both to spread the word about your brand and promotions, as well as your landing page’s keyword rankings. Simple adjustments to the content on the page can keep your content fresh throughout the year.

You can also utilize ads throughout the year to direct people to this same landing page. Facebook and Google search ads are great places to direct people to click through to your page and get in the know on your Black Friday sale or what’s coming up in the year. This makes your landing page useful year round and continues to boost its rankings.

What Do You Do With The Landing Page Until Your Sale Is Announced/Happening?

While it might seem like a lot of work to keep a landing page relevant throughout the year, it really isn’t. You can keep the content on your page simple. For instance, if you know the date of your Black Friday event, put that on the page. If not, put an email capture on the page so people can sign up and be notified when your sale is announced. You can even offer a little extra incentive for people to provide their email.

Language like “be the first to find out about our Black Friday sales” could entice someone to provide their email. Likewise, on top of finding out early, you can offer an additional percentage off or gift card to help push them toward a buy later on when the sale comes around.

Related: Is Your Landing Page Having an Existential Crisis?

In the offseason, this is also when you can list dates of other promotions or sales for potential customers to be on the lookout. For instance, when are your other holiday sales? You should also encourage landing page visitors to go to your main website and shop current offerings in the meantime until the sale is happening. You can even tease your Black Friday sale with hints or a simple “Coming Soon” banner to help build excitement.

All of this can increase traffic to your page and improve your search rankings.

Who Should Use Evergreen Landing Pages?

Evergreen landing pages are great for any company who does promotional sales, especially those with special sales or promotions around the holidays. They are particularly useful for E-commerce sites, but can also be effective for membership-based associations.

An evergreen landing page can help boost your company’s Black Friday sale not only right before the event, but all throughout the year. Using an evergreen landing page will keep your content fresh, while taking some of the burden off your business by allowing you to keep using the same page, rather than rolling out a new landing page each year for every new promotion.

You’ll keep building in the rankings naturally by doing a few simple content tweaks, and may even boost your sales by doing less work. Evergreen landing pages are a real win, win! Consider going to an evergreen Black Friday landing page this holiday season and watch your results grow over time.

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Kendall is a Senior SEO Strategist at Power Digital. She specializes in SEO, but also has a passion for the holistic view of digital marketing and seeing how all channels work together to create a strong digital presence.