As the owner of an online business, you need a good landing page builder. There’s a good chance that you are already using one, but you’re looking for an option more suited to your needs. That’s why it’s important to pick the right landing page builder.
There are any number of tools are out there to take this job out of your hands. Today we’ll be sorting the good from the bad.
What is a Landing Page Builder?
I’ll try not to insult your intelligence. At their core, most landing page builders offer simple interfaces that let you create your own pages from pre-existing elements.
Some use templates, others use more of a WYSIWYG system (What You See Is What You Get). At this level though, the goal is pretty much the same. Which is not to say that all of these tools are born equal.
In fact, building landing pages is really just the baseline. What sets a good landing page builder apart is the other features on offer. These can include custom URLs, media stock, or tracking and optimizing performance.
Before we get into the details, here’s a quick overview.
|Software||Starting From||Best Thing About It||Biggest Problem|
|HubSpot||$800 per month.||Powerful enterprise-grade tools.||Very expensive.|
|GetResponse||$15 per month.||5,000 Shutterstock images.||You have to pay more for more users.|
|LandingI||$11 per month.||Integrates with common marketing tools.||Limit on the number of pages at lower price points.|
|ShortStack||$29 per month.||Competitions can be used for viral marketing.||Watermarks on cheaper plans.|
|ClickFunnels||$97 per month.||Easily build a whole funnel of landing pages.||Fairly expensive.|
|Landing Lion||Free||Usable free version.||Few integration options.|
|Instapage||$149 per month.||Landing pages are visually excellent.||Expensive.|
|Unbounce||$79 per month||AI powered templates.||No built-in analytics.|
|Wishpond||$49 per month.||Easy to use for non-developers.||Low cap on leads at lower price points.|
|Leadpages||$25 per month.||Fantastic value for money.||Some features missing at the lowest price tier.|
|Ucraft||Free.||Slightly basic editor.||No usage caps.|
With that out of the way, let’s dig into the nitty-gritty.
First up we have one of the biggest names in the SaaS space – HubSpot. Think of this as sort of a one-stop shop for pretty much any marketing tool you could want.
Beware though, the landing page builder is only available in the top two pricing tiers. This is fine if you want to take advantage of all the tools on offer. If not, this could put HubSpot out of reach for smaller businesses.
Despite being more of an enterprise-grade affair, using HubSpot is still a doddle. Creating a landing page really only takes minutes, and there are a number of tutorials available to get you going.
The building interface is based around a library of templates. You just need to add your own images and text.
Beneath the surface, there are plenty of other features to make HubSpot effective. It’s easy to optimize for performance using the built-in A/B testing and list-segmentation.
You can even personalize landing pages for each visitor, making HubSpot a conversation machine.
The fact that HubSpot is an all-purpose tool also means it can offer features that competitors struggle to replicate. That is, integrations with all of the other HubSpot tools comes right out of the box.
This lets you utilize the likes of live chat and conversation bots along right on your landing page.
While HubSpot’s templates are all usable on different devices, one drawback is the lack of Accelerated Mobile Pages. This is a bit of a snag, as performance suffers on older mobile devices as a result.
The next landing page on offer is GetResponse. Again, this isn’t a dedicated tool as such. Rather, the landing page feature is part of a suite of email marketing tools.
Unlike HubSpot, GetResponse offers landing pages right across its pricing structure. The catch is that the cheapest option only allows 1,000 contacts. From there the price goes up as your list grows.
For unlimited leads, you’re looking at a monthly bill of $1,199.
Once again, GetResponse’s landing page builder starts with a library of mobile-responsive templates. Customizing is a matter of dragging and dropping media and text boxes.
On the subject of dragging media around, there’s plenty of it. In fact, GetResponse comes as standard with over 5,000 stock assets from ShutterStock. This gives a real professional sheen.
One other nifty feature at the building stage is the mobile workspace. Once you’ve got everything looking right on desktop, you can switch to your phone and make any adjustments to the mobile display.
The real selling point here is the ability to add sticky forms to your landing page. As users scroll up and down, your call to action is never out of sight, which helps conversions massively.
You can even add a count down timer for special offers, just to give them that extra little push.
Overall, this is a solid option if your landing page will be primarily used as part of your email marketing. Otherwise, continue reading for some dedicated landing page builders.
Here’s one now. LandingI is the landing page builder that PayPal use, which puts you in good company. Once again, we’re looking at a drag and drop editor with a bunch of templates to get started.
A big part of LandingI’s wide appeal is down to the fact that it’s available as a WordPress plug-in. Of course, if you’re using WordPress this is a giant time saver. If not, you probably won’t care.
Annoyingly, however, the number of visitors and pages you can manage at a time is limited by the price point you choose. At the entry-level, you can only have one active landing page. This is limited to 1,000 visitors.
The lower tiers aren’t exactly feature-rich either. In fact, you’ll need to upgrade to access the likes of A/B testing, embedded video, and email integrations.
All the same, the top price tier comes with unlimited pages and visitors at only $59 per month. As such, you can scale up with LandingI without breaking the bank.
LandingI is also easy to get working with your existing analytics. You can add a head code for Google Analytics without needing any coding nous. There are also built-in conversion tracking pixels.
Similarly, LandingI has you covered as far as integrations. This is crucial, as it allows you to automate key tasks once your landing page has gone live with the tools you already know and love.
For instance, you can integrate with MailChimp to send out automated emails when someone signs up to your mailing list. LandingI also integrates with all the main CRMs, so managing leads is a piece of cake.
Cunningly, they also offer a free 14 day trial with no credit cards, so you can check LandingI out for yourself.
ShortStack is a landing page builder with a very specific purpose. Really, it’s a competition hosting tool that comes packaged with a landing page creator to go with it.
Competitions are a powerful way to grow your audience, using the likes of giveaways, quizzes, and referral programs. In fact, ShortStack would wager that these are up to 83% more effective than normal sign-up forms.
But we’re here to talk about the landing page features. Naturally enough, most of the templates are sorted by specific kinds of contests. However, generic landing pages and contact pages are also available.
Take note though, the cheapest plan places a watermark over all of your landing pages. To get rid of this, you’ll need to fork out $199 a month for the agency-level plan.
Campaign entries and views are also limited by your plan, but the cap is higher than many of ShortStack’s competitors. For example, the cheapest plan still allows 2,000 entries and 10,000 views.
Despite this, ShortStack still offers a tonne of options across the price range. For instance, you have the choice of using integrations for email marketing, analytics, and CRM. Alternatively, you could use the built-in tools.
ClickFunnels’ mission is to make a single tool to manage your whole sales funnel. For online businesses, this involves generating leads, making sells, running webinars and launching products.
At every stage of the way, they’ll help you make the perfect landing page for your purpose. These include sign-up forms, squeeze pages and even members only sites.
The editors use a drag and drop interface called ‘Edison’. For the more technical minded, you can also customize your landing pages with HTML and CSS. The only downside is comparatively limited templates.
The tool itself has two price points. The basic package starts at $97 per month, but to take full advantage of ClickFunnels, your bill will jump up to $297. Not for the faint of heart then.
The real benefit is that you can manage your customers’ full journey from a single dashboard. Creating all your landing pages at once also makes it easier to maintain your brand image.
Since ClickFunnels effectively runs your whole business, you’ll also find features here that the other tools in this comparison can’t offer. For example, you can run an affiliate program straight out of the box.
As the name suggests, ClickFunnels also moves your customers through all the landing pages in your sales funnel automatically. The direction of travel at each stage can be controlled in the page editor.
The more expensive plan also lets you manage your Facebook Ads and PPC campaigns on the same platform. That means you can optimize your landing pages and the traffic leading to them in one location.
If it’s cheap and cheerful you’re after, Landing Lion might just be your best bet. In fact, the free version is totally usable with no shortage of features, and a whopping viewer limited of 10,000.
More expensive plans include white-badged pages and custom URLs, as well as a few more advanced features. Still, across the board, you can expect unlimited leads and built-in tracking.
On top of your standard drag and drop editor, Landing Lion also helps you to SEO optimize your landing pages. I especially like that you can rewatch visitor sessions too, as this is helpful for identifying pain points in your UI.
As I say though, cheap doesn’t necessarily mean light on features. As standard, you can expect A/B testing and fully mobile-responsive landing pages.
SSL certificates are provided for all of your landing pages. This means that web browsers are less likely to find them suspicious. This is a feature that free tools are less likely to provide.
Landing Lion is another landing page builder which is available as a WordPress plug-in. Again, this is really helpful if you’re using WordPress already, but not such a concern otherwise.
Beyond that, the picture is mixed when it comes to integrations. That is, there’s a decent list of integrations available, but the price jumps to $99 per month if you want all of them.
At that point, you’ll find compatibility with all of the Google marketing tools and the major social networks, as well as big names like MailChimp, SalesForce, and Shopify.
InstaPage makes the bold claim that you can quadruple your conversions without increasing your ad spend. Starting at $149 per month, you could say they’ve got the price tag to back it up too.
Jokes aside though, this is a serious piece of kit. In fact, if you judge a landing page by its visual output alone, InstaPage is pretty much top of the class.
This starts with the editor itself. Things start off pretty normal, with a collection of templates and a drag and drop editor. What sets InstaPage apart though is the GlobalBlocks interface.
In short, this allows you to chop and change different elements of your existing landing pages to speed up the creation process. You can also edit each block on its own and it will change across all your pages.
Essentially, this gives the perfect balance of ease of use and customization options. This couples nicely with the free access to stock assets from BigStock.
The basic plan also comes with integrations for SalesForce, Hubspot, Zapier, and Marketo. Beyond that, however, you’ll have to get a custom quote for an enterprise plan.
On the user side, InstaPage will make your landing pages exude professionalism. Part of this is the ability to add interactive widgets using custom code, which offer limitless possibilities.
You’ll find multiple-stage forms too, which helps to segment your audience right at the point of capture.
Then when you’re measuring success, InstaPage has you covered with some pretty advanced built-in analytics. There are even heat maps for each landing page so you know how your users interact with your site.
These days, it’s only a matter of time before someone says they’re bringing artificial intelligence to a new niche. This time around, it’s Unbounce who claim to use AI to create the best templates around.
Whether that’s any good comes down to results. As a point of fact, New Balance managed to double their in-store sales using Unbounce, which bodes well.
What strikes me about this landing page builder though is the editing interface. They’re obviously aiming for something PhotoShop-like, with an all black toolbar on the lefthand side and an in-depth menu on the right.
And all credit to them, they manage to adopt a familiar interface without sacrificing any usability. The editor also comes with snap-to grids, which is a big plus for all the design nerds out there.
In terms of pricing, Unbounce comes across as far more generous than the other tools on offer. The visitor cap on the basic plan is 500,000, across 75 unique landing pages.
In fact, you’d probably only want to opt for a pricier plan to access a couple of additional integrations, and some extra features like AMP pages and sub-accounts for clients.
Speaking of features, Unbounce doesn’t only let you create landing pages. You can also use the same tool to create pop-up messages and sticky bars. Obviously, this saves you forking out for other tools.
I’m also a big fan of the Dynamic Text Replacement feature. This allows you to change chunks of text on your landing page to better match the exact search terms your visitors used.
Starting at $49 per month, Wishpond is clearly aimed at all the technophobes out there. In fact, their whole USP is no coding required. Indeed, it offers some pretty powerful features out of the box.
The landing page editor is at the center of this. It’s actually one of the most intuitive interfaces out of these landing page builders. Think along the lines of a WYSIWYG website builder and you’re on the right track.
I like that you can add dynamic elements to your landing pages, including pop-ups and banners without any real effort other than using a couple of drop-down menus.
One slight snag though is that no coding required can often mean no coding available. Unfortunately, this is the case with Wishpond too. If you want to edit with HTML or CSS, you’ll need to pay extra and move up a tier.
Speaking of which, the pricing structure is also a little unkind when it comes to capping your leads. At the entry-level, you’re limited to 1,000. Beyond that, Wishpond becomes seriously pricey.
In fairness though, Wishpond is slightly more than just a landing page builder. Out of the box, you also get a competition campaign tool and an email automator.
That could just tip the scales in its favor if you’re also in the market for these.
In this comparison, Leadpages has the benefit of being the landing page builder that you’ve most likely heard of. A large part of its market share is no doubt down to its low starting price of $25 per month.
Even in this cheapest configuration, there are no limits on the number of pages you can build, nor on leads or views. The trade-off, however, is that certain features are missing unless you upgrade.
For instance, you need to move up to the next pricing option to access A/B testing. Upgrading does offer some pretty unique features though. I particularly like that you can use Leadpages to make online sales.
For example, you can add countdown timers and embedded videos across the full price range. There are also widgets for some pretty novel third party apps, including one for making reservations with OpenTable.
Ucraft is probably best thought of as a basic website builder rather than a landing page builder per se. Still, that’s exactly what makes it such an interesting option.
The real selling point is that you get a totally usable tool for free with no caps on usage. You can even add your own custom domain in the free version, which some of these other tools don’t offer in their basic plans.
The downside, however, is that the editor is fairly limited. The templates themselves are gorgeous, but in terms of customization your options are pretty much just changing the text.
That said, there’s a built in SEO editor, which is very nice. Combine that with a decent list of integrations, and this is a perfectly usable option if you’re on a budget.
The Best Landing Page Builder
So it’s time to pick a favourite. Of the pure landing page builders, to me Unbounce and Leadpages are the standouts. Plus neither break the bank. Of course, some of the more specialised tools might suit you better.