Planning to take advantage of Black Friday (*ahem*…shopping season) to bring in a last minute boost of revenue for the year?
Whether you sell physical products, digital products, or services, here are a few ways you can be sure your website is set up to sell!
Not thinking of hosting a Black Friday Sale? Good news! These tips are good all. year. long.
So you’ve been non-stop posting on the ‘Gram for weeks now in preparation for your sale…
Surely by now everybody’s gotten the memo, right?
Don’t assume that your visitors already know there is a sale going on when they stop by your site! Or that they even know what all you offer.
Include CTA’S (Calls-to-action, A.K.A reminders to shop the sale) EVERYWHERE.
Here are a few of my favorite ways to remind my audience that there’s a sale running, even if they are visiting my site for a completely different reason that day…
I like to design a new page that will remain hidden until sale day, and then as soon as cart opens, I swap out my every day home page for the “live sale mode” version!
Pro tip: Keep this page superrrr simple. You literally want just 2 navigation options on this page – ie. “Shop Black Friday Sale” and “Go to homepage.”
Include a clear headline announcing the sale, a 2-3 sentence promise about what to expect when they click that “shop now” button, and when the sale ends.
To temporarily assign a new home page in Squarespace, go to Pages > Click on your new temporary home page > click Settings (or gear icon) > scroll down to Set as homepage.
(Then remember to set yourself a task to change it back when the sale ends!)
Anyone who wants to skip the sale and visit your regular site can simply click “go to homepage” and go about their business.
If you’re a Squarespace 7.0 user, try selecting “Cover Page” when you add your new page. This is a simple one-section page type that will not adopt your site wide header & footer like a normal page.
If you’re a Squarespace 7.1 user (or your a 7.0 user who doesn’t want to feel limited by the Cover Page built-in design options) I show you the steps to hiding your header & footer on any page in tip #2 below!
When turned on, this skinny little bar will immediately appear at the top of every page your visitor lands on. I recommend deciding on your announcement bar copy (A.K.A wording) before the sale so that all you have to do is toggle it on the minute cart opens!
I like to include the title of my sale, the savings being offer, and when those savings go away! Don’t forget to edit the “Action” so it links to your sale/shop page when clicked!
To edit the content of your announcement bar and turn it on in Squarespace, head to Marketing > Announcement Bar.
This is kind of like your announcement bar, only bigger, with more room for explaining the sale. I like to change up the messaging a little so that if my announcement bar didn’t appeal to them, maybe my pop-up copy will do the trick!
You can edit your pop-up contents in Squarespace by heading to Marketing > Promotional Pop-up!
Heads up! Nothing is more annoying and spammy feeling than eleventy-seven pop-ups all appearing at the same time when you are trying to view someone’s website.
Since you already have a “sale mode” homepage, andddd an announcement bar, consider adding a timer delay to your pop-up so that it appears 10-30 seconds after loading the page so they don’t get overwhelmed and immediately close it without actually reading it!
Your footer isn’t just a place for you to stick the fine print! This section appears site wide, no matter which page your visitor lands on, so why not pretty it up with an eye-catching visual or graphic inviting them to shop the sale?
I love to make this (and any other CTA sections on my site) a high-contrast color so it doesn’t just blend in with the rest of my regular site content.
This isn’t just useful while the sale is running, btw!
There’s a super simple tweak you can be making to your site in the weeks and months leading up to the sale that will have a massive impact on your ability to turn browsers into buyers…
Not everybody who lands on your site during the sale is going to buy right that minute.
They might be quickly scrolling your site while they wait for their kids in the school pick-up line, or sneaking a peek at their phone under their desk at their 9-5.
Or maybe their phone dings with an important email or text notification and just like that they get distracted, leaving your shop, and going on about their day, forgetting all about your sale.
I love to use these same site areas I mention above to build my email list of interested buyers before I even announce the sale!
Pro-tip! I can probably count on one hand the number of people who have jumped on my offer to “subscribe to my newsletter” or to “hop on my waitlist” alone.
There has to be something of actual value you’re offering for free in exchange for that site visitor’s email!
Even though my site is totally dolled up and ready to kill it come sale day, most of the selling actually happens in an email first! Email marketing is the #1 way I’m able to get fence sitters off the fence during a sale!
If you’ve managed to entice visitors over to your shop page, the last thing you want them to do is get distracted by a button or link that leads them away to other less important areas of your site.
Consider hiding your header and footer on sale related pages so that their only clickable option is your “buy” or “book now” button.
To hide header & footer on a single page in either version of Squarespace, check out this tutorial.
Unless you have literally invented a never-before-heard-of product or service, there are probably at least of a handful of people out there already offering what you offer.
So what is it that your business does better or differently than any of the competition?
ie. A wedding florist specializing in “undetectable faux flowers so the memories can last a lifetime!”
This is your unique selling proposition, and you’ll want to make sure to include it at the top of your shop page so visitors know it’s worth sticking around!
A Black Friday sale just isn’t a sale without a little FOMO factor, right?
Here are some examples of urgency, depending on what you’re offering…
A limited time offer (ie. 30% savings ends 11/28 @ 11:59 PM!)
Limited availability (ie. only 3 spots left in my calendar, only 2 jackets left in stock!)
An added bonus that expires (ie. get xyz when you buy before date/time, free shipping with orders over $X)
Price increase (ie. last chance to book at current prices! Rates going up December 1st!)
My favorite way to communicate urgency and get people to finally commit is to use a software like Deadline Funnel to include a visual reminder – an actual timer right there at the top of the sales page that is literally counting down the seconds until the offer goes away for good!
Not-so-humble-brags are totally encouraged, so your shop and sales pages are the perfect place to show off any “as-seen-in” moments, or to do a little name-dropping with a “trusted by” section if your business has served someone noteworthy in the past.
So let your happy past clients and customers do the selling! But don’t just limit it to a “testimonial” page tucked away in your site navigation somewhere!
Include them all throughout your product, service, shop, home, and about pages!
If you currently have your header stuffed full of 27 different links that lead to every possible page on your site, your Black Friday sale is the perfect time to clean up your site’s main navigation!
Narrowing your navigation to your top 3-5 priority links is honestly good practice year-round, but it’s especially important during a sale.
What will you do with the rest of those links?
Try organizing them into easy-to-navigate drop down menus under your main links, (in Squarespace you’d use “Folders” for your main links, then drag and drop your secondary links inside each folder). Or, you can clearly link to those lower priority pages from a section somewhere a little further down the page.
You want your shop link to be the first thing people notice, so try using a a contrasting color or button to make it pop!
And once they click over to your shop, make sure they can quickly and easily find what they are looking for!
This could be through including categories on your shop page, or clickable graphics or custom branded icons that lead them to products or services recommended for them based on their goals.
(ie. A skincare company encouraging shoppers to self-select which area of the shop they should be directed to with CTA’s like “I have dry skin”, “I have oily skin”, and “I have combination skin”)
Need help customizing your shop page?
Does your product page have everything your site visitor needs to know in order to make a purchasing decision right then and there (without having to email, DM, text, or call you?)
Does your sales copy call out specific, unique-to-them pain points that make them think “Ugh. yes! That’s totally me!”….
Or have you simply listed the features, and it’s up to them to guess at whether or not it’s really right for them?
Have you clearly listed out what is (and isn’t) included to help them decide, without having to hop on a call with you, which package fits their needs?
What happens after they buy?
What transformation can they experience as a result of what you are offering? How has it helped people like them in the past? (There’s that social proof again!)
What questions do people usually have about your product or service? Stick ‘em all in a helpful FAQ area!
This will not only save you time and a bunch of back and forth emails, but it also means people will be more likely to act when they are most excited about your offer, instead of having to wait 24-28 to hear from you before they feel ready to commit.
Oh, and toss those CTA’s in there by the handful!
Earlier I mentioned that most my sales are made in the inbox, before they land on my site. But the selling doesn’t start with that first sales email!
Nope! It actually starts much sooner!
In the weeks and months leading up to a sale or launch, I make sure to focus any free content on my site (blog, videos, podcast, etc.) around the same topic as what I plan to offer in the sale.
I want to get my audience actively thinking about their goals, and thinking about the steps it’s going to take to get there, which helps them to recognize their need for help in that area.
Then I make sure I’m the one to help them! They’ll more likely trust you have their best interest at heart if you’ve already helped them to experience some small wins, without expecting anything in return!
Lead with value, and your paid offering will begin to feel like a natural next step on their journey!
Stop me if you’ve heard this one (I’ve mentioned it approx. 52,354 times)…but this next tip couldn’t be more important than when you are running a limited time sale.
No matter how much your potential client or customer reallyyyy wants or needs your thing…they all lead busy lives.
And if you don’t have a way for them to quickly and easily pay you right now, the moment they are thinking about it (without leaving your site) then one of 3 things is going to happen:
1) They think “I don’t have time right now, I’ll do it later”. And then #blesstheirhearts they completely forget
2) They can’t remember their Venmo password, so they decide it’s not worth the effort and abandon their cart
3) They do go through with the steps to manually pay you, but secretly question how legit your business based on the less-than-profesh way you request payment
You’ll also want to be super aware of the amount of info your default checkout form is requesting before they can complete the sale!
Do they really need to give you their address, home phone number, cell number, fax number, birthdate, mother’s maiden name, and two emergency contacts in order to buy or book your thing?
Make your sign up/purchase form as absolute-bare-minimum as possible to make checking out a breeze!
If you need additional info to fulfill that order or service, you can always include a second form in an automated confirmation email once the sale has already been locked down!
You’ve worked hard to prep your site for your upcoming sale! So don’t let something as simple as a broken link or a confusing checkout process cost you a new client or customer!
Have a friend or family member (preferably your least tech-y one) try to navigate your site, locate an item in your shop, and complete the checkout process so you can catch all those little snags in advance!
Want real life examples of how to apply these tips to your site?
Get access to my most popular free training…4 simple steps to DOUBLE YOUR SITE SALES!
I’m taking you behind-the-scenes, showing you a case study of a recent website redesign done for a (kind of a big deal ♀️) client where we DOUBLED their Black Friday Sales!
I’m sharing the exact best practices & proven strategies I used to double their sales, plus how to take those principles and apply them to your own site!
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