Digital marketing is a field that continues to grow and evolve as time flows and technology develops. But there’s also no denying that it used to be much simpler back in the day.
Barely a decade ago, Pay-Per-Click advertising seemed to be the name of the game, with Search Engine Optimization fast on its heels. Marketing professionals dedicated their time to learning how to run effective Google ad campaigns while learning everything about Google’s SEO algorithms.
During those times, you didn’t even need to be an SEO expert to be able to get your website to the first page of Google’s search results since, at the time, it wasn’t such a complicated task.
These days, there are so many things vying for peoples’ attention on the internet that digital marketers may struggle to achieve the traffic and conversion they need. Traffic and conversion are the bread and butter of a digital marketer and their campaigns.
As a marketer or business owner, you can probably figure out an effective strategy for getting traffic to your website. But what you may not know is how to pique interest, keep attention, and eventually get a conversion.
One of the best ways to turn traffic into conversions is using a landing page.
What is a Landing Page?
A landing page is exactly what the name says — it’s a page where consumers can “land” when they click on a link or visit your website. In essence, landing pages can be any type of page that consumers get funneled to at any step during your campaign.
However, from a digital marketing standpoint, landing pages are standalone and distinct from the rest of your website or homepage.
A landing page is where you can make your value offer, provide someone information for free (or in exchange for signups), or even sell something at a deep discount to get more purchases.
Good landing pages can also do many other things and get your foot in the door, so you can generate leads by collecting data and gathering contact information for a profitable mailing list. You can even convince consumers to click through to another link, like your e-commerce website.
You can make as many landing pages as you want, with each of them targeted at different market segments.
Different Types of Landing Pages and Their Purposes
You can always create general landing pages, as they are often good enough to generate leads by using data capture forms like newsletter signups alongside value propositions.
However, if you want to create a landing page geared more towards a specialized purpose, you can do that.
Here are some types of landing pages and their common uses:
- Click-through landing pages usually have no forms or data collection points and commonly act as “middlemen” between your advert and your e-commerce website. It often explains what’s on offer and has an unmistakable call to action.
- A squeeze page’s primary goal is gathering emails for mailing lists. You will often find squeeze pages at the top of the chain or sales funnel. Once the page collects data, it clicks through to the next step.
- Sales pages sit towards the end of sales funnels to persuade consumers to convert. They often contain detailed pitches and are well-designed with good sales strategies and copy.
- A splash page is one of the most basic landing pages you can create. It provides information with straightforward copy and some media like photos or videos. It often contains simple requests like yes or no questions or a form to join the mailing list.
- Viral landing pages create awareness of a product, service, or brand and are often designed to encourage consumers to share.
There are so many types of landing pages and so many ways for them to succeed or fail. Luckily, you can make your life much easier by using one of the many landing page builders on the market today.
What is a Landing Page Builder?
A landing page creator is a tool that allows you to create all sorts of beautiful landing pages quickly and without hassle. Some of these builders are so quick that you can create and deploy a new landing page within moments — as long as you have your copy and media ready to go, that is.
Most builders usually employ a drag and drop editor where what you see is what you get (WYSIWYG). This type of editor eliminates the need to spend money on hiring developers.
If you’re not feeling too confident with your design skills, you can choose a landing page tool with templates to make your life easier.
What Makes a Good Landing Page Builder?
Not all landing pages are created equal. Some are unsuccessful at converting for one reason or another — for example, they may not be persuasive or informative enough. It’s also possible that they may not have a clear enough message or a well-emphasized call to action.
To maximize your chances of success, you might want to design the most effective landing page you can create. Here are a few things that can differentiate a good landing page from a mediocre one:
- A good landing page will focus on the offer and give consumers the information they were promised when they clicked. Avoiding a bait-and-switch situation can help prevent users from feeling duped, potentially increasing the chances of conversion.
- Making sure a page’s design is distraction-free can help direct consumer attention to what’s most important — your call to action.
- Effective landing pages are not intimidating. You may want to design yours with simple forms and a user-friendly experience. If you can’t shorten your forms, you may want to break them into smaller steps. Avoid using jargon that might turn someone away.
- Make sure you design your page to appeal to your target audience.
- Create your page to collect the specific information you need. You might also want to create forms that can give you insights such as how users found you, why they clicked, how they are connected to your company.
- Your landing pages should provide value to a consumer. Make sure viewers get something from your landing page, like information or a discounted offer. It can even be something as simple as telling people you’ll notify them when your product launches or goes on sale.
- You can also use your landing pages to funnel consumers to your other offers or wherever else they can find you.
Finally, it might be good to thank consumers who answer your call to action through a pop-up or a simple “thank you” e-mail or webpage.
Best Landing Page Builders 
Leadpages Landing Page Builder – For Agencies and Small Businesses
OUR RATING: 4.5/5
- Standard – $37/mo paid yearly, $49/mo paid monthly
- Professional – $74/mo paid yearly, $99/mo paid monthly
Leadpages’ tool makes things much easier for you by providing a drag-and-drop editor. This WYSIWYG method is perfect for editing one of the many well-designed templates in Leadpages’ arsenal. If you’re concerned about making your pages show up well on mobile, you might be happy to know that the 150+ templates the company offers are mobile responsive.
Leadpages is excellent for small businesses since their tool is one of the most affordable on this list. Deploying landing pages is also quick and easy. Some even find that they can launch a page with only a few clicks.
Although Leadpages works well for small business owners, its primary target market appears to be agencies. The company seems to cater mostly to agencies as their higher-tier accounts.
You’ll need to pay extra or upgrade your plan for some features. However, another great thing about this tool is it can integrate into websites.
- 150+ mobile responsive templates available
- One of the more affordable options
- Drag and drop editor
- On-page payment solutions
- Features like A/B testing, certain integrations, and e-mail triggers are only in the “pro” plan
- The enterprise-level accounts seem to be lacking some features
OUR RATING: 5/5
PRICING: You can get started for free by simply creating a HubSpot account. However, if you want more features, you will need a HubSpot Marketing Hub subscription through one of the plans below:
- Starter (1,000 marketing contacts) $45/month paid yearly, $50/month paid monthly
- Pro (2,000 marketing contacts) $800/month paid yearly, $890/month paid monthly
- Enterprise (10,000 marketing contacts) $3,200/month
If you need more marketing contacts with your plan, you can add them to your plan by the thousand.
HubSpot is an all-in-one marketing solution through which you can use a free landing page builder. It’s a great option for individuals and smaller businesses, although it is certainly set up for enterprises as well.
HubSpot’s builder features a drag-and-drop editor to make it easier for you to put your pages together. Like many other choices on this list, HubSpot’s offering comes with great customizable templates pre-optimized for mobile users. That way, you won’t need a designer or developer as you create your pages.
One of the great features this tool has is the ability for you to share and display different types of content based on visitor source, device, location, and more.
As an all-in-one solution, HubSpot offers more than just their landing page builder, a fact that has its positive and negative points. On a positive note, it means you get more tools to use. On the other hand, it can also mean that HubSpot’s landing page software is not their main priority, potentially leading to slower updates and less support.
- Starts with 13 beautiful mobile responsive templates, but you can get more at HubSpot Marketplace
- Affordable starter plan
- A/B testing available for each element
- WYSIWYG editor
- Integrates with other HubSpot tools
- Higher tier plans are pricy
- You need to pay more for marketing contacts in excess of your plan’s allowance
- You might not need all the tools you get
OUR RATING: 5/5
- “Building” Plan: $199/month paid yearly, $299/month paid monthly
- “Converting” Plan – custom price, contact Instapage for more information
Instapage is excellent for just about everyone: solopreneurs, agencies, and even enterprises.
Like their name might suggest, with Instapage, you can get instant pages. Well, almost. This company’s tool is super easy to use, and you can create your landing page in mere minutes.
Instapage has over 200 easily customizable templates you can use for various types of landing pages, be it lead generation, app downloads, webinar registration, and more. This tool has a drag-and-drop editor to make it even easier — and with the Instablock feature, there’s no coding required.
Using this builder, you can create solutions for Google ads, retargeting ads, and Facebook ads. You can even create landing pages to match your ad campaigns and tie these pages to them.
- 200+ customizable templates
- Drag-and-drop, Instablocks
- Excellent designs
- Easy integration
- Enterprise plan can be expensive
- Certain features are only available on the enterprise plan
OUR RATING: 4.5/5
- Launch plan $81/month paid yearly, $90/month paid monthly
- Optimize plan $122/month paid yearly, $135/month paid monthly
- Accelerate plan $203/month paid yearly, $225/month paid monthly
The Unbounce Landing Page Builder is a fantastic choice for marketers who are 100% focused on gaining conversions. Hence the name “Unbounce,” since they claim to be able to help reduce bounce rates. The tool is so reliable that companies like New Balance, Vimeo, and even the New York Times are using it.
As you create and deploy your landing pages, key strategies and design elements are available to help you persuade a user to convert. There are pop-ups, sticky navigation bars, and even dynamic text replacement so you can hyper-target your landing pages.
- WYSIWYG editor
- Dynamic text replacement
- 135+ customizable templates available
- Pop-ups, sticky bars, and more
- Some features are only available on premium and enterprise plans
- There is a challenging learning curve
- Pricy low-tier plan
OUR RATING: 4/5
PRICING: Free for 14 days, then:
- ClickFunnels: $97/month
- ClickFunnels Platinum: $297/month
One of the best things ClickFunnels has going for itself is that it’s arguably one of the best tools out there for absolute beginners. Entrepreneurs often use this tool for providing information, lead generation, and even for coaching and webinars. It’s an excellent solution right out of the box.
This builder helps to minimize the amount of work you have to do on your end. It comes with prebuilt funnels such as billing pages and opt-in pages.
Unfortunately, ClickFunnels is not the best landing page builder 2022 has to offer for larger business that need more features out of their tools.
- Easy even for the complete newbies
- Prebuilt funnels included
- A/B testing
- Lacking some features
- Fewer options for customization
- Any landing page you create with this tool will look like a ClickFunnels product no matter what you do
OUR RATING: 4.5/5
PRICING: Free for 14 days, then:
- Free forever with extremely limited features
- Basic: $44/month paid yearly, $69/month paid monthly
- Pro: $77/month paid yearly, $119/month paid monthly
- Growth: $129/month paid yearly, $199/month paid monthly
- If you want more marketing leads, you will need to pay a little extra every month.
Wishpond makes a unique offering — you can create landing pages yourself, or you can opt for Done For You pages which are fully outsourced by developers, copywriters, designers, and project managers at your service.
Doing it yourself is quick and easy, with many mobile-friendly templates available for your convenience. These templates also allow you to integrate custom fields and launch your landing pages within minutes.
- A/B testing
- Integration with 300+ services
- Other marketing tools included
- 100+ mobile-ready templates
- Easy to start
- 1000 leads maximum at the lowest-tier plan
- Certain features only available on higher-tier plans
- Builder updates may not be prioritized because Wishpond has other products that may sometimes take focus
OUR RATING: 4/5
PRICING: Free forever for up to 2,000 contacts, then:
- Essentials starts at $11/month for 500 contacts
- Standard starts at $17/month for 500 contacts
- Premium starts at $299/month for 10,000 contacts
- Custom pricing is available for up to 75,000 contacts
- Mailchimp will charge you an additional fee per month for any overages to your contacts limit
Mailchimp is an industry-leading email marketing software, but you may not know that they also have a landing page builder in their suite. Here, you can build landing page after landing page without worrying about the price. Mailchimp’s flexible pricing allows it to grow with you — not to mention it’s one of the most affordable tools on this list.
With all the expertise and experience Mailchimp has in e-mail marketing, it’s no wonder that their landing page builder is fantastic for email marketers and small businesses.
- You can tie your landing pages to your Mailchimp campaigns
- Extremely flexible pricing
- Free forever plan
- Limited features in the more affordable plans
- Limited features compared to other landing page builders
OUR RATING: 4.5/5
PRICING: Free trial available, then:
- Essential (1 website): $49/year
- Pro (3 websites): $99/year
- Expert (25 websites): $199/year
- Studio (100 sites): $499/year
- Agency (1,000 sites): $999/year
- Fully hosted website: $89/year
In 2021, WordPress powered 37% of the websites on the internet — a considerable jump from 25% in 2016. For that reason, Elementor has built their business targeting WordPress users to their great success.
Elementor is a tool for WordPress where you can put together landing pages for your WordPress website. It requires WordPress and may need other third-party products for added features, but it’s also very flexible and affordable.
- Only builder for WordPress
- Pricing scales on the number of websites, and not by adding more features
- Certain content is only available on the paid plans
- Requires WordPress and may require third-party add-ons
OUR RATING: 4.5/5
- Free forever plan for 500 contacts
- Basic: $15/month paid monthly, $12.3/month paid every 12 months, $10.5/month paid every 24 months for 1,000 contacts
- Plus: $49/month paid monthly, $40.18/month paid every 12 months, $34.3/month paid every 24 months fro 1,000 contacts
- Pro: $99/mo paid monthly, $81.18/month paid every 12 months, $69.3/month paid every 24 months for 1,000 contacts
- Enterprise pricing: Max plan & Max 2 plan — contact GetResponse
Like HubSpot, GetResponse offers an all-in-one marketing solution for everyone, solopreneur and enterprise alike. It has a powerful landing page builder, but it’s not the company’s main focus, so GetResponse may not prioritize updates for it.
GetResponse’s builder provides an easy-to-launch solution for your landing pages, including countdown timers and access to thousands of stock photos from Shutterstock.
- Stock photo access
- Full suite of tools
- Publish on GetResponse’s or your own custom domain
- A/B Testing
- Enterprise products can get expensive
- Contact-based pricing can cost you
OUR RATING: 4/5
- Connect your own domain (with Wix ads on your page): $4.50/month
- Combo: $8.50/month
- Unlimited: $12.50/month
- VIP: $24.50/month
Business and ECommerce
- Business basic: $17/month
- Business unlimited: $25/month
- Business VIP: $35/month
Wix is very well known for being at the top of the drag-and-drop website creation space, much like Squarespace. This Israel-based company’s goal is to make it extremely easy to launch your very own website. It follows that their landing page builder tool has the same philosophy. Wix has more than thirty templates that you can customize.
However, Wix’s builder creates landing pages with limited use cases, such as under construction or coming soon pages, and lead capture pages. It is therefore not ideal for growth marketers who seek a full suite of tools.
The only issue with Wix is your bandwidth is limited depending on your paid plan. The limits are not ideal if you intend to get lots of incoming traffic. However, you can pay for higher-tier plans for unlimited bandwidth.
- Many templates available
- Drag-and-drop editor
- You can build all sorts of sites, not just landing pages
- Some plans limit your bandwidth
- Fewer options and functions compared to other builders
So, Which Landing Page Creator is Best?
The choice of the best landing page maker will depend on you and your needs.
Making this choice might feel daunting, but the good news is most of these tools have free trials to help get you started. Some even have plans that are free forever, though you may end up outgrowing them eventually.
The best way to figure out which landing pager builder suits you best is by giving some of them a try so you can get a feel for the builders, their features, and their capabilities.
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Chriselle has been a passionate writer for over 10 years, but she's a geek at heart. When she isn't busy writing, she spends her time streaming video games and learning new skills.