By: Keren DinkinDigital Marketing and E-commerce Writer
Editor: Amy Nichol SmithContent Marketing Manager
By: Keren DinkinDigital Marketing and E-commerce Writer
Editor: Amy Nichol SmithContent Marketing Manager
| Provider | Best for | Starting price | Best features |
|---|---|---|---|
| HubSpot (4.5)  | Best landing page builder | Free |
|
| Unbounce (4.3)  | Best AI-powered landing page builder | $90 monthly |
|
| Instapage (4.2)  | Best collaborative landing page builder | $199 monthly |
|
| Leadpages (3.7)  | Best landing page builder for events and services | $49 monthly |
|
| Adobe Express (2.0)  | Best free landing page builder for simple squeeze pages | Free |
|
High-converting landing pages that do not require heavy coding or designing are a norm today. In addition to being easy to use, landing page builders must continuously innovate and update themselves to stay on top of their game. The best ones have robust features and are data-driven.
When choosing a landing page builder, you must assess it based on the criteria discussed later in the article. Because landing pages are highly purpose-driven, you must shortlist a page builder with capabilities that match your goal. Only that can help you execute your goals to a T.
About Digital.com’s expert reviewer, Keren Dinkin:
I gathered over seven years of practical work experience in digital marketing and e-commerce before shifting gears and becoming a full-time content writer. As a lover of words and their power, I’m passionate about my writing.
Every landing page builder must have multi-device optimized professional-looking templates, built-in A/B testing, app integrations, the scope for customization, and analytical tools for performance evaluation. I tested the top five contenders based on these critical parameters.
Landing pages need to be convincing. So landing page builders must have a wide selection of templates that are industry-specific and not generic. These templates must be:
Most importantly, landing page templates must be unique enough to prompt your prospect to click on the CTA. The template you choose must reflect the essence of your brand and also be scannable at the same time.
Usability is key to determining if a landing page builder is worthy of your investment or not. That’s why an easy-to-use landing page editor gets bonus points. While drag-and-drop editors are popular, you must also consider the level of customization they allow.
Even if you’re a coding novice and prefer to work off a pre-made template, you should be able to customize the theme, font, images, and other elements. The landing page editor must be fast, intuitive, and seamless.
Irrespective of your goal, your landing page must be optimized for web, app, and mobile viewing. All landing page builders, therefore, provide you with multi-device optimization that you can check in the preview mode before you go live.
Although it’s more of an industry standard than a feature, it is still a crucial parameter while testing any landing page builder.
Why pay a third-party A/B testing app or plug-in when your landing page builder can do the job? Built-in A/B testing capabilities can help you cut costs, save time on integrations, and drive more return on investment (ROI) in the long run.
Split testing can help you make incremental improvements that optimize your landing page and maximize conversions. This is especially true if you’re new to digital marketing and unsure which page will work best for your customers. Look for a landing page builder that offers state-of-the-art A/B testing features and is beginner friendly.
A landing page is all about optimization, and to achieve that, any landing page builder must offer ample scope for third-party app integrations. Once your landing page captures leads, you can further cultivate them using lead nurturing software. You can even expedite their journey down the sales funnels with CRM integrations.
Just keep an eye out for built-in integrations. Even a Zapier integration that gives you access to a sea of other apps and plug-ins works wonderfully in this regard.
Landing pages are all about conversions — I cannot state that enough. So having an additional set of features, like pop-ups, banners, and timers is crucial to boosting your conversion rate. Conversion-oriented features can also maximize the potential of your landing page.
Therefore, every landing page builder must offer some additional features that can help you trigger conversions.
Auditing the performance of your landing page is essential to understanding if your digital marketing efforts have yielded the desired results. Only analytical tools can help you assess any data you collect from your visitors or through A/B tests.
With that in mind, your landing page builder must have built-in analytical tools or integrations that let you utilize customer data for strategic purposes.
Whether it’s a full-fledged website builder or a dedicated landing page builder, every service provider needs to have stellar customer care. You can run into problems while building your landing page at any time, whether you are a seasoned professional or a newbie.
You need fast and effortless query resolution from the landing page builder’s customer care desk. And it must be easily accessible.
