How We Chose the Best Landing Page Builders
Landing pages serve multiple purposes. They’re a simple source of information that leads a potential customer down a multitude of paths. An email opt-in link on the landing page can capture basic customer contact information to communicate and market to them later. Perhaps the landing page is a direct link to a hot new product with a low cost that leads into a well-optimized sales funnel, which allows the sale to be directed through the various funnel stages consisting of up-sells or add-ons.
There are so many choices for landing page builders. Choosing the right one will ultimately depend on a person’s or company’s goals. While all have the ability to create a landing page, it’s really the ancillary features that make the difference when choosing the best software. Features like drag-and-drop page building may be the best solution for someone who is less tech-savvy or a company that just needs quick and agile pages to be rapidly built. Some landing page builders allow for deep customization to match a brand’s look and feel.
In choosing the 15 best landing page builders, we examined and compared a lot of different products. Throughout this testing, we selected the 15 best landing page builders by focusing on three core competencies: editing tools, A/B testing and integrations.
From full-blown website development tools to more simple tasks such as image rotation and text manipulation, the editing tools your landing page builder possesses will ultimately determine how practical software is to use.
A/B testing allows the testing of multiple iterations of a design in order to find the best performer. Having the ability to gather testing results of landing pages is crucial to choosing a winning landing page design.
Email lists, CRMs and other essential business tools are must-haves in e-commerce today. Landing page builders that integrate with these and other services help propel them to the top of our list.
The 15 Best Landing Page Builders of 2021
GetResponse is a landing page builder that also bundles in webinars, automation tools, e-commerce tools such as pixel tracking and countdown timers and email marketing. With GetResponse, the one-stop shop approach is clearly evident. Users of the software will notice how seamless these core functionalities work with each other. GetResponse has designed its software to allow the creation of a landing page and tie in the most commonly needed features all on one platform.
The Basic plan comes in at $15 a month but limits email lists to 1,000 recipients and only one active sales funnel. However, users can create unlimited landing pages, unlimited automation templates and unlimited lead funnels.
GetResponse also offers integrations with third-party software such as WordPress, Zapier, PayPal, Shopify and Zendesk. Additionally, its suite of automation templates allows users to create robust marketing campaigns to increase the conversion rates of inbound traffic.
>More features at GetResponse
Pros & Cons of GetResponse Landing Page Builder
|>Lowest package offers unlimited landing pages|
>Could be great for users needing basic "squeeze" style landing pages
|>No webinar support on the lowest plan
>Only one sales funnel on the lowest plan
HubSpot is a marketing, sales and service company that focuses on generating and managing inbound sales traffic with powerful software tools. HubSpot touts itself as an all-in-one solution with the ability to manage customers with its built-in CRM, create websites and landing pages with its drag-and-drop CMS, implement email marketing and provide customer retargeting. Aside from the plethora of software tools HubSpot provides, it also maintains a robust certification system that allows users to receive certifications in many different areas, including inbound sales. These certificates allow the potential for career elevation since HubSpot is one of the most popular marketing software systems in the world.
Compared to other software suites, HubSpot is potentially more expensive due to the probability of needing to upgrade. For example, with the base Starter package, you can create landing pages but cannot A/B test them like with the Professional package. Upgrading to gain A/B testing increases the price per month to an eye-watering $890.
>More features at HubSpot
Pros & Cons of HubSpot Landing Page Builder
|>All-in-one approach to sales and marketing|
>If budgets permit, HubSpot could potentially be the only marketing software ever needed in most cases
|>$50-per-month plan lacks many features that competitors offer|
Instapage touts itself as “The World’s Most Advanced Landing Page Platform,” offering six different products in one software, including a drag-and-drop landing page builder, a 1:1 ad-to-page personalization module and the ability to perform multiple types of experimentation such as A/B testing. While packed with features, the company states that its true advantage is not just its feature set but how seamlessly the features work with one another. Instapage also has a unique feature called ADMAP that allows the visualization and connection of all of a user’s ad campaigns. For integrations, Instapage boasts the ability to connect to over 120 tools, including Shopify, Mailchimp and Salesforce. It also boasts that its landing pages load “instantly” by utilizing Google’s AMP architecture as well as its own proprietary Thor Render Engine technology. Instapage’s pricing starts at $199 per month and offers custom pricing with even more features for enterprise-level customers.
|$199/month||Free Trial||>Customizable templates
>More features at Instapage
Pros & Cons of Instapage Landing Page Builder
|>Truly powerful features, many of which can only be found with Instapages|
>One-size-fits-most pricing, while not the least expensive, offers substantial value
>Over 33,000,000 images available for use
|>No additional plans|
Invole.me is a landing page builder that specializes in a more interactive approach to landing pages. Its design templates feature beautiful, well-crafted designs that have inviting animations to engage audiences and help maintain on-page sessions. Integrations seem plentiful with featured integrations like ConvertKit, Mailchimp and Pipedrive natively included. We also like the way involve.me lists its capabilities on its website. While it has a “Features” page, we love that it’s included a “Use Case” page. For example, if you hover above “Products,” it shows them by “Use Case” and by “Content Type.” Focusing on the “Use Case” section, things like “Get Recurring Payment” illustrates how a user can launch a subscription product business in one day and shows a great example of how easy it is to build such a landing system. The “Create Sales Funnels” section shows how the platform makes quick work of building, designing and deploying complex sales funnels.
|$19/month||Free Trial||>Customizable templates
>More features at involve.me
Pros & Cons of involve.me Landing Page Builder
|>Reasonable prices and a "free forever" basic account|
>Robust feature set for delivering interactive content on landing pages
|>Form builder for quizzes is limited in scope|
Lander is a landing page builder that offers many of the core functionalities of other, more expensive landing page builders at an affordable price. One of the most interesting things about Lander is that it features Dynamic Text Replacement or DTR. DTR works by dynamically replacing keywords on your page to match what the user has typed in, increasing the PPC ad’s keyword relevancy but also offering an incredibly personalized experience. The company also offers another unique feature with its ability to integrate landing pages directly with Facebook Fan Pages. The power of intertwining a high-converting landing page with the Facebook Fan Pages is a game-changing feature. Lander also features robust A/B testing, a drag-and-drop page builder, more than 100 free landing page design templates and integrations with the most popular apps like VerticalResponse, Aweber and Hoverowl. It also offers a free account.
>More features at Lander
Pros & Cons of Lander Landing Page Builder
|>Facebook Fan Page integration|
>Dynamic Text Replacement allows for the possibility of higher conversions
|>Free trial length is unspecified|
Landingi is a landing page builder that features robust integration compatibility with many popular third-party applications. It features a WordPress landing page builder, allowing users to keep their existing WordPress sites and create beautiful landing pages with that platform. On the integration side, Landingi offers many integrations, including Zapier, Salesforce and Intercom. However, we would like to note that in order to integrate with Zapier, Webhook or any CRM or sales software, users will have to upgrade to one of the higher-priced packages.
|$29/month||Free Trial||>Customizable template
>More features at Landingi
Pros & Cons of Landingi Landing Page Builder
|>Unlimited landing pages and unlimited conversions on the lowest plan|
>Email, chat and phone customer support on all plan tiers
|>Unlimited landing pages may not be useful with only one domain on the lowest plan|
Leadpages is an online website and landing page builder that caters to the DIY user as well as corporate and enterprise users. It prides itself on the ability to quickly and easily create websites from scratch. The most basic plan allows for the creation of unlimited landing pages, pop-ups and alert bars, with the ability to integrate them anywhere. Additionally, Leadpages includes free hosting for websites and a free custom domain name when purchasing an annual plan. For integrations, the company has over 40 native integrations on its platform, including Google Analytics, AWeber and Timetrade. Additionally, it offers a lot of well-designed templates for both websites and landing pages. Leadpages seems to cater to offline businesses and first-time users especially, with the learning curve seemingly low and the overall site and design quality seemingly high.
|$27/month||Free Trial||>Form builder
>More features at Leadpages
Pros & Cons of Leadpages Landing Page Builder
|>Lowest package offers unlimited landing pages|
>Offers full websites
|>No unlimited A/B testing on lowest plan
>Email support only when selecting lowest plan
Marketo is a marketing and customer engagement platform created by Adobe. Driven by the power of AI, marketing and automation can be catered exactly to each and every customer with its omnichannel management capabilities. At $895 per month it seems to be aimed at enterprise businesses more than the small businesses and solo entrepreneurs who are the typical customers of more affordable landing page building solutions. However, Marketo has a lot of power for companies that can truly utilize it, including dull-scale funnel visualizations and integration in Adobe’s other suites of software.
|$895/month||Free Trial||>Customizable template
>More features at Marketo
Pros & Cons of Marketo Landing Page Builder
|>Full-scale marketing and customer engagement and management|
>Powerful visualization tools for sales funnels
|>At $895 per month, this is most likely not a solution for small businesses and solo entrepreneurs|
Pardot is a powerful B2B software by Salesforce, one of the world’s leading CRM software makers. It offers a landing page builder, but the true power of Pardot comes from the fact that it’s built on top of Salesforce. Its lowest base plan starts at $1250 per user per month and you’ve got software that seems pretty focused on the corporate and enterprise-level customer. With that being out of the way, Pardot offers some very powerful features like landing page building and form building that can automatically track and manage customer leads right into the built-in CRM software. It also offers the ability to manage organic search traffic, paid search traffic and traffic from social media advertising campaigns. There’s also a fully integrated email marketing campaign designer.
>More features at Pardot
Pros & Cons of Pardot Landing Page Builder
|>All-in-one marketing and lead generation software|
>Built on Salesforce platform
|>More expensive, not really catered to small businesses|
Sendinblue is an all-in-one marketing SaaS that attempts to cover any marketing need, from landing pages and CRM to email and chat. It offers a free account that allows users to send up to 300 emails per month at no charge. Its base paid tier starts at $25 per month but does not include a landing page builder. To build landing pages with Sendinblue, users will have to upgrade to the Premium plan at $65 per month for five landing pages, with additional pages costing extra. Still, the sheer amount of features this software offers make it an appealing option, since it has almost any function a marketer could desire already on the platform, even if it is behind a higher-tier plan.
|$25/month||Free Trial||>SEO management
>More features at Sendinblue
Pros & Cons of Sendinblue Landing Page Builder
|>All-in-one marketing platform may have everything a marketer could need|
>Could be great for users who don't want multiple subscriptions
|>Cannot build landing pages on free or Lite plans|
Tars is a company that is taking a different approach to standard, static landing pages. Specializing in chatbots, a Tars landing page incorporates a more conversational approach to grabbing that customer’s contact information or the closing of a sale. Tars claims that companies and businesses can improve PPC conversion rates by 50%-200%. The company also provides specialized templates for insurance, mortgage, real estate, legal, education and health care industries. With a track record from companies such as DHL, Honda and American Express, the ability to scale up from a small project into a massive campaign should be no problem for the software. The starting plan of $99 per month has some structural contingencies tied to it. To get the $99-per-month plan, customers must be a new customer to Tars, not have more than 10 employees and have no more than $500,000 in funding.
|$99/month||Free Trial||>Customizable templates
>More features at Tars
Pros & Cons of Tars Landing Page Builder
|>Unique "conversational" approach to landing pages|
>Rated the #1 company in the chatbot category
|>$99-per-month plan has contingencies not everyone will qualify for
>The next plan is available for $499 per month
Themify is a WordPress theme developer specializing in many feature-rich and robust template designs. In our research, we chose to focus on its templates specifically designed for landing pages. These WordPress templates combined the power and flexibility of WordPress with the focus and specialty of building landing pages. Pricing for a single theme is $59, the Master Club, which includes many WordPress plug-ins, is $89 and a Lifetime Club is $249. The Lifetime Club allows access to all the themes Themify offers in addition to guaranteed updates for life. The Landing theme itself comes with a free drag-and-drop builder, allowing users to create beautiful and dynamic landing pages without a single line of code.
| Single Themes: $59|
Master Club: $89
Lifetime Club: $249
|Free Trial||>Customizable templates
>More features at Themify
Pros & Cons of Themify Landing Page Builder
|>One of the most affordable landing page solutions on the market|
>Allows for designing of maps, countdown timers and more for landing pages
>A one-time purchase can be used on unlimited sites
|>Available only for WordPress|
Ucraft is a website, landing page, online store and logo maker that allows for rapid creation at an affordable cost. The platform offers more than 80 templates, over 100 saved blocks and more than 1 million royalty-free icons to use for site development. Ucraft hosts its site on Google Cloud to guarantee fast speeds and search engine compatibility. Each plan comes with a free domain and 0% commissions on sales. Some plans even have the ability to sell on Amazon and eBay. For integrations, Ucraft is compatible with a growing number of third-party platforms like Disqus, Google Analytics and Facebook Messenger.
|$10/month||Free Trial||>Customizable template
>More features at Ucraft
Pros & Cons of Ucraft Landing Page Builder
|>Free domain name with all paid tiers|
>Website, blogging, landing pages, and e-commerce capabilities.
|>Doesn’t offer as many integrations as other competitors|
Unbounce is a landing page builder that focuses on its core competency: build landing pages that convert visitors into customers. It also offers pop-ups and sticky bars to utilize on any page of a website to help increase customer engagement with innovative calls-to-action. Unbounce features a leading drag-and-drop page builder with over 100 templates. There are also some cutting-edge features like Unbounce Conversion Intelligence and Smart Traffic. These two AI-powered features allow for better conversion rates and more tailored customer engagement. There’s also a WordPress plug-in that allows instant publishing to WordPress sites without CNAME or DNS changes. Unbounce comes with a 14-day trial.
|$72/month||14-day Free Trial||>Customizable templates
>More features at Unbounce
Pros & Cons of Unbounce Landing Page Builder
|>Power AI features for better conversions|
>Instantly publish to WordPress via plugin
|>Launch plan is a bit barebones for the price
>Most useful features only start at the Optimize plan tier
Wishpond is an all-inclusive marketing platform that includes the ability to build landing pages, run email marketing campaigns, handle search engine and social media ads and more. Touting big-name clients like Walmart, CBS and ESPN, Wishpond has product solutions that can cater to start-ups and enterprise customers alike. One of its notable features is the ability to run sweepstakes and contests via social media to engage customers and drive sales. Wishpond’s landing page builder, Canvas, is highly regarded in its own right due to the sheer simplicity and flexibility it offers users when creating dynamic and high-converting landing pages. It features much-needed features like A/B testing and the ability to publish your page anywhere online, including Facebook. Pricing for Wishpond starts at $69 per month.
|Custom Quote||Free Trial||>SEO management
>More features at Wishpond
Pros & Cons of Wishpond Landing Page Builder
|>Full marketing platform with many features|
>The Canvas landing page builder is rated as one of the best on the market
|>Pricing isn’t listed online|
What Are Landing Page Builders?
Landing page builders allow users to quickly build and deploy one-page websites that typically serve as the beginning of a sales cycle for a person or company. Landing pages are often used to capture contact information such as names, email addresses, or phone numbers. They sometimes serve as the start of a sales funnel, which is a guided sales process where the customer is taken through various stages of the funnel in order to increase the likelihood of sales conversions and add-ons or upsells. Sales pages are typically used indirectly when bouncing someone from an ad from a search engine, affiliate website or social media ad. By using a landing page builder, users are able to rapidly deploy new landing pages allowing for A/B testing, quicker sales cycle turnaround time, and an easily implemented go-to-market strategy.
Most landing page builders are built on the latest web specs and can create “responsive” websites, meaning they are able to be viewed from tablets, mobile phones and computers without losing the core sentiment of what that page is trying to display to the end user. Some landing page builders utilize a themed approach that allows users to append it to an existing site that’s built with a content management system, such as WordPress or Joomla.
Benefits of Landing Page Builders
Landing page builders allow the rapid creation of landing pages, usually with little to no knowledge of coding. A landing page can be quickly set up and attached to a social media campaign or search engine advertisement. Some landing page builders, in addition to the ability to utilize A/B split testing, allow for accurate tracking of engagement from users, such as time on page, session length, bounce rate and more.
Email integrations can successfully capture contact information on the landing page to help retain customer information. Pixel tracking integration gives the ability to retarget visitors later if they’re “not-yet” buyers. Responsive design that allows the landing pages to look great on mobile phones, tablets and computers, social media and search engine advertising campaigns have become a breeze for both shoppers and businesses alike. The ability to quickly deploy multiple sales funnels that will gently push a customer in the right direction will give businesses a leg up on competition that may use older or more outdated techniques.
Ultimately, landing page builders allow you to take an otherwise tedious job and, thanks to technology and software innovation, make it faster, easier and hopefully more profitable to run than ever before.
Must-Have Features of Landing Page Builders
After much research, we’ve concluded that not enough features can be a hindrance and too many features can be overwhelming. But there are a few features — three in fact — that we don’t think anyone seeking optimal performance from their landing pages should be without.
The first must-have feature of landing page builders is the drag-and-drop editor. This is not only useful for novice landing page builders but it also makes easy work of an otherwise complex and often dubious task. The ability to quickly design pages in the always-changing online world is something we think everyone deserves.
The second is a robust A/B testing mechanic. Deciding if a red call-to-action button really converts better than a blue one is just a set of metrics away from knowing. When it’s hard to decide, deploy both and use the power of A/B testing to find out which one fails and which should scale.
And finally, the third and most important feature to look for in a landing page builder is the integrations. Perhaps you’ve used Constant Contact for the last five years or you simply cannot afford to leave your Salesforce safe haven. Be sure all your core business tools live and work together effortlessly and efficiently.
The Cost of Landing Page Builders
When we talk about price, one must consider not only the upfront or recurring cost; you must also consider the overall value any software platform gives us. This is especially important with landing page builders because, on the surface, they can all make a basic landing page. But beyond that, the future support and ancillary features help to make up where the value proposition should rest.
For example, Hubspot offers a great platform, but unless you’re looking for a scarce set of features on their $50 plan, the next available tier is $890 per month. Likewise, Instapage is $199 per month but delivers many features at that price point, with many being exclusive to the Instapage platform itself. There are also cheaper options that can give a lot of bang for the buck, like Ucraft at $10 per month or ClickFunnels, which comes in at $97 per month but comes loaded with tons of features and a built-in affiliate system.
In the end, no matter which platform is chosen, be sure that it offers the needed features at an affordable price. Take the time to truly learn the software and implement its features for a rewarding and profitable future in e-commerce.