Landing pages are an important part of any online business by enabling you to fast-track your website traffic down your sales funnel.
A good landing page increases the number of business leads that you get on a daily basis by enticing prospective customers to hand over their contact info while giving them an easy way to learn about what you have to offer.
Done right, a good landing page can do more for your inbound marketing efforts than a whole-honking website. Your visitors want you to get to the point, capiche?
By creating a well-designed landing page, you improve your chances of converting those leads into paying customers by clearly outlining what you've got on offer, and why they should take action.
First things first though: you need a landing page builder to start converting those clicks into customers. The best landing page builders make it easy to spin up those landing pages and also give you the tools to improve your landing page performance over time.
All businesses benefit from using landing pages, and no matter what industry you're in, there’s a landing page builder that’s perfect for you.
What do I mean by the best landing page builder?
When it comes to landing page builders, there are a few key features that you should look for. The best landing page builders make it easy to spin up those landing pages and also give you the tools you need to improve your landing page performance over time.
The first key feature you should check out is their selection of landing page templates. A good landing page builder will offer a wide variety of templates to choose from so you can find the best design for your business.
The second is an easy-to-use drag-and-drop builder. This makes it easy for you to customize your landing page without having to code anything and enables your marketing team to iterate on your landing pages quickly.
The third is A/B testing. This allows you to test different versions of your landing page so you can see what works best for your business.
And finally, you want a landing page builder that has a strong selection of integrations so that you can send your new leads to your email marketing software, CRM, or anywhere that your newly acquired leads need to go.
Now that you know what to look for in landing page software, let’s take a look at some of the best landing page builders on the market today.
Leadpages
The best overall landing page builder
Leadpages is well known for being one of the best landing page builders on the market today.
If you're looking for a landing page builder that can also help you build your entire website, then Leadpages is a great option. Their fast and SEO-friendly website builder makes it easy to create a website that looks great and performs well in search engines. Plus, their wide selection of templates and integrations makes it easy to get started with Leadpages.
Their landing page builder is constantly leading the charge in terms of feature set, ease of use and innovation. They were one of the first to roll out built-in copywriting tools, so you can knock out writers block and get back to building a high-converting landing page.
Speaking from my own experience, Leadpages' support team is top-notch. They're always quick to respond to any questions you have and are more than happy to help you troubleshoot any issues you might be having.
One thing to note about Leadpages is that their A/B testing functionality is only available on their Pro Plan, which can be a bit steep for some small businesses — with that said, you'll be hard-pressed to find another landing page builder that jams as much value into it's offering as Leadpages does.
How does Leadpages compare?
- Landing Page Templates: Leadpages has a wide variety of templates to choose from, making it easy to design your perfect landing page without any coding knowledge necessary.
- Drag and drop builder: With Leadpages, you can easily drag and drop different elements on your landing page to customize it to your needs. This makes it easy for you to build mobile responsive landing pages without having to rely on a developer. Plus, their builder is designed to be SEO-friendly so you can rest assured that your landing page will rank well in search engines.
- A/B Testing: Leadpages provides you with all the tools you need to test and improve your landing pages over time with their built-in A/B testing. Just note that you'll need the Pro plan to use this feature.
- Integrations: Leadpages integrates with a wide variety of email marketing software, CRMs, and other business tools so you can easily send your new leads where they need to go. Note that you'll need the highest-tier plan if you want to integrate with Salesforce or HubSpot.
- Other features: In addition to an outstanding landing page builder, you get all the features you could possibly need to get the most out of your marketing campaigns. You can build and host entire websites using Leadpages — which makes it a great value if you're a small business owner. You also get unlimited landing pages, and conversion tools like pop-ups and alert bars to convert visitors on your main website.
Leadpages pros:
- Easy to use landing page builder
- Fully drag-and-drop website builder
- Robust set of opt-in tools such as pop-ups, alert bars, and more
- Huge selection of integrations with other software
- Great selection of landing page templates
- Can be used to build out and host your website
- Excellent customer support
Leadpages cons:
- The website builder is missing some important functionality, such as a blog CMS
- A/B testing only available on the higher-tier Pro plan
- Advanced integrations such as Salesforce and HubSpot only available on highest-tier plan
Final Thoughts on Leadpages
If you're looking for an easy-to-use landing page builder that can also help you build your website and includes other features to help you get more leads, then Leadpages is a great option and the one I recommend to most people.
Swipe Pages
The best priced landing page builder
Swipe Pages is a new rising star among digital marketers, having released their app in 2020. Swipe pages is a lean, mean, focused landing page builder with a gorgeous selection of templates and a competitive price point.
If all you need is a landing page builder to add to your marketing stack, Swipe Pages is an excellent choice.
Swipe Pages is also known for its speed and some cutting-edge features. As a landing page builder for ROI-driven campaigns, it allows you to quickly and easily build insanely fast, mobile-optimized AMP landing pages without any code.
The best thing about Swipe Pages? It's dead simple to use. It's highly focused on what it does, so you won't need a Ph.D. in landing page design to create high-performing landing pages.
How does Swipe Pages compare?
- Landing Page Templates: Swipe Pages has a rock-solid selection of templates that give you stunning landing pages that cover a wide variety of verticals and business industries.
- Drag and drop builder: Swipe Pages is a great landing page creator that's easy to use and allows you to quickly create high-performing custom landing pages without any coding experience. The app is modern and straightforward, so you won't have any trouble cranking out landing pages.
- A/B Testing: Swipe Pages gives you A/B testing so that you can create landing pages and optimize them over time. Note that you'll need the Marketing plan or higher to unlock A/B testing.
- Integrations: Swipe Pages has a robust set of integrations with marketing software, CRMs, and other platforms. Odds are you'll find a connector to pipe your data to the right place.
- Other features: Swipe Pages places a strong focus on mobile landing pages that are optimized for speed. They've also launched app-like mobile landing pages which is a unique feature among landing page platforms.
Swipe Pages Pros
- They know what they do and what they're good at: fast landing pages that get you leads.
- One of the best sets of free landing page templates, I was really impressed.
- They're innovating in the space and pushing out new features all the time.
- A compelling price point that comes in substantially lower than their competitors, while matching features.
- A focus on speedy AMP mobile pages gives them a unique edge over the competition.
Swipe Pages Cons
- Doesn't allow you to build full websites.
- Doesn't have other conversion tools built-in, such as pop-ups and alert bars
- Is fairly new to the space, so you may not find as many resources and tutorials online as with other landing page builders.
Final thoughts on Swipe Pages
If all you need is landing pages, Swipe Pages is a great option. It's highly focused, and rolling out innovative features at a breakneck pace. You can create unlimited landing pages, and it scores high marks across the board.
If you're looking for the best price-to-feature ratio, the award also goes to Swipe Pages. If you don't mind that the app isn't as established as some of the big players in the landing page space, it's a really great landing page tool.
Unbounce
Best AI-enhanced landing page builder software
One of the most powerful and feature-rich landing page builders on the market is Unbounce. With a focus on conversion optimization using artificial intelligence, it's a great landing page builder for focusing on maximizing conversions.
Unbounce is an established landing page software — they've been around for a long time. Their customer service is top-notch, which is an important consideration when deciding on a landing page tool.
They are well known for their focus on AI-powered analytics. Their AI-driven data insights and landing page features allow them to quickly identify opportunities to optimize landing pages and increase conversions. This gives businesses of all sizes an advantage over competitors, as they can accurately measure the performance of their ads and campaigns.
The AI-assisted insights provided by Unbounce also allow them to customize their landing pages for specific target audiences. This focus on leveraging the power of AI sets Unbounce apart from other landing page builder software tools.
How does Unbounce compare?
- Landing Page Templates: Unbounce offers a variety of templates to best suit your needs. Templates are categorized by industry, conversion goal, or style. You can also search for templates by keyword. Once you've found a template you like, you can customize it to fit your brand. Unbounce offers a wide range of customization options, including adding your own logo, changing the color scheme, and adding custom fonts.
- Drag and drop builder: Unbounce is easy to use and set up, though there is an early learning curve. Once you have some experience, their landing page editor makes it easy to create custom landing pages without any coding knowledge.
- A/B Testing: Unbounce gates A/B testing on its mid-tier plans and above. When comparing against Leadpages and other competitors in the space, you can get A/B testing features at a lower price point. With that said, Unbounce does have solid A/B testing features that are enhanced by their AI recommendation engine.
- Integrations: Unbounce has a robust suite of integrations with the most popular marketing tools, including HubSpot and Salesforce. They also offer an API and Zapier to integrate with other tools that they don't currently offer a native integration for.
- Other features: As mentioned above, Unbounce leans heavily into AI copywriting and conversion optimization to create fully optimized landing pages. If you have the traffic volume to support it and a need for making hyper-personalized landing pages, Unbounce is a good pick.
Unbounce Pros:
- Extremely feature-rich
- Great for conversion optimization
- Unbounce landing pages load quickly and look sharp in my experience
- Unlimited landing pages, pop-ups, etc.
- A favorite landing page builder among agencies and large marketing teams
- Huge variety of templates is available
- Established player in the landing page space, so there are tons of resources available online
- Excellent customer service
Unbounce Cons:
- Can be expensive for some businesses — a number of Unbounce competitors offer similar features but are less expensive.
- The feature set here is probably overkill if you're just starting out with landing pages. Unbounce is geared toward agencies and businesses that have a high traffic volume to their landing pages.
Final thoughts on Unbounce
Unbounce is an excellent feature-rich landing page builder for agencies and larger marketing teams. It offers a variety of templates to suit any need and has powerful features that marketing teams need. Plus, AI-powered copywriting and conversion rate optimization allow marketers to make multiple landing pages and test the various aspects that can maximize conversions.
HubSpot
Best all-in-one marketing software with a built-in landing page builder.
HubSpot is the perfect combination of an all-in-one marketing software and a powerful, drag-and-drop landing page builder. With HubSpot landing pages, you can create beautiful pages with ease while utilizing the rest of the HubSpot marketing suite to generate leads and help manage your business’s marketing strategy.
The drag-and-drop editor is one of the most intuitive page builders available in the market today. You can customize any aspect of the page, including images, buttons, typography, and more. The pages also look great on all devices so you know your customers will have a great experience regardless of what device they use to view your page.
The only real downside to HubSpot is the cost. There's no getting around it: while you can start by spinning up a couple of free landing pages, HubSpot is expensive, with most lead generation features gated behind the $800/mo Marketing Pro tier.
Simply put, when you invest in HubSpot, you're investing in the entire marketing platform: not just the landing page software.
How does HubSpot compare?
- Landing Page Templates: The HubSpot Marketplace is a great resource for businesses of all sizes looking to create beautiful landing pages. With over 100+ templates available, you can easily choose the one that best fits your needs and customize it with their page builder. You can also create your own designs or use any of the pre-made blocks and sections. The marketplace also offers a wide variety of integrations so you can easily connect your existing services with ease.
- Ease of Use: HubSpot is one of the most comprehensive marketing software solutions on the market today. While users can create beautiful landing pages designed with minimal effort, the platform as a whole does come with a steep learning curve. It's best to work with a HubSpot agency for getting up and running on the platform as this will save you time and ensure the best possible results.
- A/B Testing: HubSpot offers comprehensive A/B testing features, allowing businesses to track and optimize their landing page performance. However, these capabilities are only accessible with the $800+/mo Marketing Pro subscription tier.
- Integrations: HubSpot is well-known for having the most comprehensive selection of integrations for any CRM on the market today. This allows businesses to extend their existing HubSpot account with 3rd party services, giving them more control over their marketing strategy and automation.
- Other features: Too many to list dude. HubSpot is a marketing powerhouse and is capable of running the marketing operations of Fortune 500 businesses.
HubSpot Pros
- HubSpot is a comprehensive all-in-one marketing software with a powerful landing page builder
- Drag and drop editor is one of the most intuitive landing page builder tools on the market
- Pages look great on all devices
- Over 100+ templates are available in HubSpot Marketplace to choose from
- Ability to create custom designs or use pre-made blocks and sections
- Extensive integrations available for existing services
- Comprehensive A/B testing features (at higher subscription levels)
- One of the most comprehensive selections of integrations with other major marketing platforms
- Extremely robust analytics tools
- Set apart from the other landing page creators on this list because it's a true all-in-one solution
HubSpot Cons
- Expensive, with most lead generation features gated behind the $800/mo Marketing Pro tier
- Steep learning curve for the HubSpot platform as a whole can make it difficult to get up and running quickly
- A/B testing capabilities only available with more expensive subscription tiers
- A lack of customization options may limit the ability to create unique designs
- A limited number of custom domains that you can use unless you're on the Enterprise tier
Final thoughts on HubSpot
It's funny talking about HubSpot in the context of a single tool since where HubSpot shines is in the complete integrated suite of tools.
With that said, HubSpot's landing page builder is an effective way to quickly create professional-looking pages without needing any coding knowledge. While it's hard to recommend using just the HubSpot landing page builder, if you're looking for an all-in-one marketing software for your landing pages, web pages, social media, ads, and more, HubSpot is an excellent choice.
Instapage
Best landing page builder for Search Engine Marketing campaigns
Instapage is a popular landing page software for marketers who run Google Ads campaigns. It offers a wealth of features that make it ideal for this purpose.
One such feature is their AdMap tool, which gives users the ability to map specific landing pages to corresponding ad creative.
This means that you can show the most relevant content to each visitor to maximize the effectiveness of your campaigns.
Instapage also offers an easy-to-use drag-and-drop editor, so even if you're unfamiliar with HTML coding or graphic design, you can still create attractive and effective landing pages with Instapage. And if you are experienced in those areas, the editor provides plenty of options for advanced customization.
The Instapage analytics dashboard gives you an in-depth look at how your campaigns are performing and provides suggestions on how to optimize them. Plus, it integrates with all the major email service providers, so you can easily capture leads from your landing pages and add them to your mailing lists.
How does Instapage compare?
- Landing Page Templates: The Instapage library has over 500+ templates, offering a wide selection of professionally designed landing page templates that can be easily customized for your needs. These templates are tailored to help you capture more leads and convert more visitors, making them great for SEM campaigns.
- Ease of Use: Instapage is an extremely easy-to-use landing page software for both experienced marketers and those just getting started. Their drag-and-drop editor makes creating beautiful and effective pages a breeze. Even if you’re unfamiliar with HTML coding or graphic design, you can still create professional-looking pages using the templates provided in their library.
- A/B Testing: Instapage makes A/B testing incredibly easy, no matter which plan you choose. In all of their plans, you can run split tests to optimize your campaigns and maximize conversion rates. You can experiment with different page layouts, copy variations, or even entire pages to see what performs best.
- Integrations: Instapage has an impressive list of integrations with over 120+ marketing tools. This wide range of integrations allows you to access powerful tools to maximize the effectiveness of your campaigns. You can easily add leads captured to your mailing lists, or analyze your page performance using analytics services.
- Other features: The standout feature for Instapage is the AdMap tool, making it the ideal solution for paid media campaigns.
Instapage Pros
- AdMap Tool which allows users to map specific landing pages to corresponding ad creative
- Easy-to-use page editor
- Over 500+ professionally designed landing page templates
- Comprehensive analytics dashboard
- Integrates with all major email service providers
- A/B testing capabilities for optimizing campaigns on all plans
- Over 120+ powerful marketing tools integrations
Instapage Cons
- Instapage is more expensive than many of its competitors
- Limited customization options for page elements
- Some features can be difficult to find in the UI
Final thoughts on Instapage
If you're looking to build landing pages specifically to optimize your paid marketing campaigns, Instapage is a compelling option. With its suite of features and intuitive design, it's easy to see why it's one of the most popular landing page builders on the market today.
Overall, if you're looking for an advanced landing page solution for building effective SEM campaigns, Instapage is worth a look.
Landingi
Landingi is a powerful and easy-to-use landing page builder designed to help businesses of all sizes create effective, high converting landing pages.
It offers an intuitive drag-and-drop editor that allows users to customize their pages with ease. Landingi also provides pre-built templates for those who don’t have the time or resources to build from scratch.
Additionally, it includes features such as A/B testing, analytics tracking, and integration with other tools like Google Analytics, HubSpot, and MailChimp. All in all, Landingi is a great option for businesses looking for an affordable yet powerful solution for creating professional landing pages quickly and easily.
How does Landingi compare?
- Landing Page Templates: Landingi offers more than 300 attractive and professionally designed landing page templates to choose from.
- Ease of Use: Landingi is a great choice for users who are looking for an easy-to-use landing page builder. The user interface is streamlined, allowing users to quickly and easily add elements like text, images, and more to the page.
- A/B Testing: Landingi includes A/B testing in all their plans, allowing users to test different versions of their landing pages and see which performs best.
- Integrations: Landingi has a robust suite of integrations, allowing users to connect their landing pages with various tools and services.
- Other features: It can't be understated just how much you're getting for the price.
Landingi Pros
- Very affordable compared to its competitors
- Great library of templates
- A/B testing feature included in all plans
- Integration with popular tools and services
Landingi Cons
- Just one big one: you don't have to go far on the internet to hear about Landingi's poor customer support resources. If that's important to you, it could be a dealbreaker here.
Final thoughts on Landingi
Landingi is a great choice for businesses of all sizes looking for an affordable, easy-to-use landing page builder. With more than 300 templates to choose from, A/B testing included in all plans, and integration with popular tools like Google Analytics and MailChimp, Landingi has it all. The biggest downside (and it's a doozy) is its customer service, which has been reported to be slow and unhelpful. However, if you're willing to overlook that or don't need much assistance from the support team, then Landingi is worth a shot.
ClickFunnels
The OG software for building sales funnels
You can't talk about landing pages without talking about ClickFunnels, arguably the granddaddy of landing page builders and one of the reasons the term funnel got popularized.
ClickFunnels is a landing page builder that helps businesses create pages to drive traffic and convert leads. It's one of the most popular tools for this purpose, and it's easy to see why: ClickFunnels is packed with features that make creating high-converting landing pages a breeze.
Unfortunately, ClickFunnels has not aged well. It was once the go-to tool for creating landing pages and sales funnels, but it's no longer as powerful or efficient as other software on the market today. Its user interface is outdated, its features are limited compared to newer options, and its prices are higher than competitors. As a result, many businesses have chosen to switch from ClickFunnels to more modern tools like Unbounce or Leadpages.
How does ClickFunnels compare?
- Landing Page Templates: ClickFunnels has a large selection of templates to choose from, but unfortunately many of them are outdated and quite unattractive. The designs tend to be quite cluttered, with too much text, graphics and images that do not entice users to stay on the page. Additionally, many of the contrived elements used on these pages can make them look unprofessional. The counter-argument you'll hear is that ClickFunnels templates convert well, but in a head-to-head matchup with templates from competitors, I haven't found this to be the case.
- Ease of Use: ClickFunnels is quite easy to use - the drag-and-drop editor makes it easy to add content, graphics and other elements to a page without any coding knowledge.
- A/B Testing: ClickFunnels offers one of the most comprehensive A/B testing suites available. With every plan, users can run tests to evaluate different versions of their pages and track which versions perform better.
- Integrations: ClickFunnels does integrate with some service providers, but they really push users to keep everything within the ClickFunnels platform. ClickFunnels is one of the least integrated landing page tools on this list.
- Other Features: To their credit, ClickFunnels does have great educational resources to assist users in creating and optimizing landing pages. Their tutorial videos are clear and concise, covering all the basics of creating a high-converting page. They also provide helpful guides with step-by-step instructions on how to set up each stage of the funnel for maximum effectiveness.
ClickFunnels Pros
- Extremely robust community
- Easy to use drag-and-drop editor
- Comprehensive A/B testing suite
- Extensive tutorial videos and guides
- Robust community support
- Wide range of landing page templates
- Proper ability to connect pages together to create funnels and sequences
- Other marketing tools such as email marketing are available within the ClickFunnels platform
ClickFunnels Cons
- Really expensive for what it does
- Dated, clunky editor that hasn't kept pace with competitors
- Spammy marketing and upsells
- Limited integrations compared to other options on the market
- Outdated template designs
- Not enough customization options for landing pages
Overall, ClickFunnels is a decent landing page builder, but it's not the best choice for everyone. If you need more customization and integration options, then there are better solutions available. But if you're looking for an easy-to-use tool with great educational resources, then ClickFunnels could be just what you need.
Wrapping up
When it comes to creating a successful landing page for your business, there are several key factors you should consider.
You want to choose a landing page builder that is user-friendly and easy to use, has plenty of customizable options, offers A/B testing capabilities, integrates with other services or platforms, and provides attractive templates. By taking these features into account when selecting a platform for your landing page needs, you can ensure that the process of creating high-converting pages will be quick and painless.
Best of luck with finding the perfect match for you! Try a few out, build some of your own landing pages, and see what works best.
Frequently asked questions about landing pages and landing page builders
What is the best landing page builder?
While there are many awesome landing page builders available, Leadpages has most of the features that you need to create a winning high-converting landing page, has a very easy learning curve, and has some of the best customer support. That's why Leadpages has earned my top recommendation as the best landing page builder.
What's the best landing page builder for small businesses?
There are many great landing page builders for small businesses. However, my top recommendation is Leadpages. They offer a strong selection of templates and themes to choose from, and their customer support is top-notch. You get extra value as well since you can use Leadpages to build your website. If Leadpages is outside your budget range, SwipePages is an excellent alternative.
What's the best landing page builder for agencies?
If you're an established agency, Unbounce is a really compelling choice. They're on the more expensive end of things, but their conversion optimization tools are extremely useful for getting the most out of your Google Ads campaigns.
How much does it cost to build a landing page?
There is no set cost to build a landing page. While some builders may have a free plan, it's usually pretty limited in what you can do. It's important to consider what features you need and what price fits best in your budget before making a decision.
Can I make my own landing page?
Yes, of course! You can make your own landing page with many of the best landing page builders. It's one of the best marketing tactics to capture leads when you're starting your business, or to accelerate your growth as an established business.
What are landing page builders?
Landing page builders are tools that allow you to create, design, and publish landing pages for your business. Landing page software typically offers a variety of templates and themes to choose from, as well as optimized settings and integrations with other marketing tools to help you convert leads and boost your marketing efforts.
How do I create a custom landing page?
First, you'll need to decide on the purpose of your landing page and what type of content you would like to include.
Then, choose a builder that best suits your needs and start creating! Most builders offer a variety of templates and themes to choose from, as well as optimized settings and integrations with other marketing tools.
You can also hire a designer to create a custom landing page for you, which may get you better results, but if you're just starting out with a smaller budget there's nothing wrong with customizing an existing landing page template.
How much does it cost to hire someone to build a landing page?
Every landing page designer or website design agency will have a different price, so you'll need to reach out to them directly to get a quote.
Are landing page builders easy to learn?
Most landing page builders are not difficult to learn, but they do require some basic knowledge about best web design practices. Once you understand the basics, you can start creating custom landing pages for your business with ease. Most builders offer a variety of templates and themes to choose from so that you won't need to get a master's degree in coding.
What companies use landing pages?
There are a number of industries which use landing pages. The best example is ecommerce sites, who want to make a sale as soon as possible and get the customer's address and credit card details. But there are also service businesses such as plumbers, electricians, real estate agents, or event planners that need the best conversion rate they can to land new customers.
Where can I host my landing page?
Landing pages are best hosted on your own website or blog, but many builders allow you to publish your landing page to their site as well. For example, Leadpages lets you host with them, but they also offer a built-in integration with WordPress that lets you publish your landing page straight from the editor.
How do you create a great landing page?
Creating great landing pages can be done in three easy steps: follow best practices, utilize landing page builder features, and create a compelling design.
Best Practices
- Set up a goal for your page. What do you want the visitor to do?
- Use the right format for your content (don't use a video if text will perform better).
- Keep your page uncluttered — use whitespace to your advantage.
- Use a CTA (call-to-action) that stands out and is relevant to your offer.
Key Features
- A/B testing — it's the best way to find out what works (sometimes you'll be surprised)
- Implement lead capture forms so you can follow up
- Integrate your forms with your CRM and/or email marketing software
Create a compelling Design
- If you're not sure how to build landing pages, stick with a template! They're designed by the experts
- Use high-quality images
- Use fonts that are easy to read
- Use colors that contrast well
- Keep your design simple and uncluttered.
