In a world that demands attention from a constantly growing collection of communication channels, getting your target audience to notice your brand for even the shortest of time can be a challenge. And when you do, it’s important that you capture their undivided attention.
Traditional websites unfortunately don’t allow for this. With so many options and pages it’s easy for your website visitors to start browsing only to forget what brought them to it in the first place. Before you know it, they’re gone in the blink of an eye. That’s why many marketers turn to landing pages to get their message across and ensure it’s delivered in a format that’s both distraction-free and designed to convert.
Predictably, there’s no shortage of landing page tools available on the market. One major frustration for marketers today is the sheer volume of builders, apps and tools they need to navigate to find just the right one – which leaves the question… “Which landing page builder is right for my business?”
In this article we’re going to compare the leading landing page builders available on the market and break down what makes them the most suitable in our opinion. Based upon your needs, you should be able to spot the platform that suits your specific desired outcomes most ideally.
Let’s get started…
Leadpages was founded in 2012 and has been re-inventing the way marketers and business owners build landing pages ever since. With an easy-to-use interface that allows you to create eye-catching designs that your visitors will love, Leadpages has aesthetics and user-friendliness down to a tee. All it takes is a couple of drags, drops and clicks and you’ll have a landing page that is designed for conversions in no time at all.
Where Leadpages stands out from its competitors is with its host of built-in features that lets you go beyond just designing landing pages. It also allows you collect payments directly inside of your landing page and create instant Facebook Ads to start driving traffic as soon as you publish your new landing page. It’s really handy that you can do all of this without having to flick between multiple open software screens.
While Leadpages is the most budget-friendly solution on the market, that doesn’t mean they’ve skimped on features or customer service and they also providing an endless amount of free educational content. Become a master landing page builder with the courses, webinars and guides included on the platform and ensure you get the most out of, not only your landing pages, but the entire platform.
Ask any non-tech savvy business owner and they’ll tell you one of the biggest pain points in trying to market their business is not being able to use the tools that are available to do so. Leadpages bucks this trend by providing its users with a easy-to-use drag and drop page builder that anyone can learn in a short space of time. Say goodbye to hiring in-house developers or paying for expensive website redesigns that take months to build and offer very little ROI.
Chances are, you’re not a designer and that’s OK. After all, what’s the point in buying a dog and barking yourself? Leadpages takes the guesswork out of planning, building and designing a landing page that gets results through a collection of tried and tested landing page templates. It’s as easy as choosing the one you want, adding it to your account and then customising the content and styling to match your brand and offer. All templates are designed to fit laptop, tablet and mobile screen sizes so you can build your landing page to match any of a growing plethora of devices out there.
When adding any platform to your marketing toolkit it’s important to make sure that it will work in harmony with your existing platforms. The last thing you want is something that is going to cost you more time in implementation than what it earns you in revenue. Thankfully, Leadpages takes this into consideration and provides integrations with a host of popular platforms including:
- CRM – Infusionsoft – Salesforce
- Digital Advertising – Facebook Ads, Google Adwords, Other Advertising Platforms
- Ecommerce – Shopify
- Email – ActiveCampaign, AWeber, Constant Contact, Convert Kit, Drip, Emma, Get Response, iContact, MailChimp
- Live Chat – chat.io, LiveChat
- Marketing Automation – Zapier, HubSpot, Marketo, Ontraport
- Payments – Stripe, PayPal
- Scheduling – Acuity, Calendly, Timetrade
- Social Media – Google Plus, LinkedIn, Twitter
- Webinar – GoToWebinar, WebinarJam
- Website – Drupal, Joomla, Squarespace, Weebly, Wix, WordPress
They also provide integration with Zapier allowing you to share your landing page data with over 1000+ apps using Zapier’s industry leading data automation app.
- Allows you to create opt-in boxes and collect payments
- Allows you to create and publish Facebook Ads campaigns inside of their platform
- Provides in-depth analytics and easy to understand campaign results
Leadpages offers one of the most affordable solutions on the market and is equipped with everything you need to get started. They also offer large discounts when you opt for a 1 or 2 year subscription in advance, however, I recommend you test it extensively beforehand. While some of the advanced features aren’t available in the standard plan, their pro plan comes in at the same price or less than the entry level plans of Instapage and Ubounce, making it the clear winner in terms of pricing.
- Standard – $37 per month/$25 per month (billed annually)
- Pro – $79 per month/$48 per month (billed annually)
- Advanced – $199 per month (billed annually)
Instapage is a crowd favourite for digital marketers, agencies and large enterprise alike. Also founded in 2012, they have remained one of the leaders in providing an all-encompassing solution that is designed to help businesses maximise conversions and create personalised website experiences at scale without the need to build out entire websites.
Instapage positions itself well as the go-to solution for companies running Google AdWords campaigns and catering to agencies with multiple clients. They do this by allowing you to create multiple sub-accounts for your clients within a single account. It also has a host of built-in features that allow teams to collaborate, gather feedback and share landing page designs internally or externally during the design progress so everyone is on the same page when it comes to launching the next big idea.
All plans include advanced testing features that are not seen in Leadpages’ lower tier plan, including the ability to split test, view visitor behaviour using their built-in heat mapping feature and create dynamic text which personalises the user-experience based on keywords, search intents or their demographic ensuring you deliver the right message, every time.
Gone are the days of the clunky website builders that leave you second-guessing as to how your website would display on different devices. Instapage delivers a user-friendly, yet powerful page builder that makes it easy to launch clean, conversion-optimised landing pages your audience won’t be able to say no to.
Some of their core features include the ability to create InstaBlocks that can be deployed to multiple landing pages as many times as you need them. It also gives your team advanced design functionality to ensure your web pages are designed with pixel precision each and every time.
Instapage offers one of the largest collections of pre-built templates with over 200 conversion-tested templates catering to practically every industry imaginable. Whether you’re looking for ebook downloads, webinar registrations, app installs or qualified sales leads, Instapage has it all.
No landing page builder is complete without the ability to support your favourite platforms. Instapage gives you peace of mind by providing native integrations for the biggest marketing tools on the market as well as supporting integration with Zapier.
- Advertising – Google Adwords, Facebook Ads
- Analytics – Google Tag Manager, Google Analytics, Mixpanel, Heap, KISSmetrics
- Call Tracking – DialogTech, Retreaver
- CRM – Salesforce, Zoho, Infusionsoft, ActiveCampaign
- Email Marketing – Campaign Monitor, MailChimp, AWeber, Constant Contact, GetResponse, Mad Mimi, E-goi, ConvertKit
- Exit Intent & Pop-Ups – OptiMonk, OptinMonster, Sumo
- Live Chat – Intercom, Olark, Zendesk
- Marketing Automation – Marketo, HubSpot, Autopilot, ConvertKit, Infusionsoft, ActiveCampaign
- Other – Zapier, Webhooks, WordPress, Drupal, TypeKit, Google Fonts, Bigstock
- Webinar – GoToWebinar
- Allows for collaboration and instant feedback during the design process
- Allows you to review create advanced split tests and collect heat map data
- Ability to create multiple sub-accounts inside of one account
While Leadpages does offer more bang for your buck, Instapage is by no means expensive when you consider their extensive range of pre-built templates and host of features that are designed to have your website up and running in days, not weeks like with the traditional approach to building websites.
- Core – $79 per month/$69 per month (billed annually)
- Optimizer – $129 per month/$99 per month (billed annually)
- Team & Agency – $229 per month/$179 per month (billed annually)
- Enterprise – Customized
Last but not least is Unbounce. Some call it the industry veteran as it was founded in 2009 (3 years before it’s largest competitors). Started by a team of 6 with a mission to educate, connect and empower marketing teams and agencies to grow their businesses, Unbounce has some really great features and many swear by it (including their 14,000+ customers).
Dubbed the platform you’ll never outgrow, Unbounce focuses on delivering an unrivaled design experience without the need for developers. It also allows you to create and deploy targeted, customisable pop-ups based on targeting rules and a range of other built-in preferences to ensure your message is delivered at the perfect time.
However, great design needs accurate data to back it up and Unbounce offers a metric for each and every critical dataset so you can optimise your campaigns based on real data. This helps to ensure you’re capturing your audience’s attention while providing your business with the highest chance for converting visitors into leads and leads into customers.
Unbounce has used its experience to create a well thought-out, feature-packed and powerful platform that doesn’t require a degree in design or development to operate. In fact, Unbounce probably delivers the most advanced page builder but manages to keep it user-friendly. Their platform also provides a step-by-step tutorial to show you around when you’re getting started.
Just like its competitors, Unbounce understands that not everyone knows what elements make up a high converting landing page BUT they help you take the guesswork out of it by providing 125+ handcrafted templates built by their in-house design team, thus making your life much easier. All you have to do is find one that matches your brand, style, what you’re peddling and make some minor changes and you’re ready to launch. Pretty easy right?
Unbounce doesn’t shy away or take any shortcuts when it comes to making sure their platform works with just about every well known tool on the market, don’t believe us? Just take a look at the native integrations list below. Just in case the missed one, it also integrates with Zapier so your covered with (just about) every tool you can imagine.
- Utilities – Digest by Zapier, Excel, Google Sheets, MySQL, Parolu, Picatic, Podio, Qualaroo, Thankster, UberFlip, Webhooks by Zapier, WordPress, Zoho Creator
- CRM – Agile CRM, Automational, Base, Bizible, Capsule CRM, Close.io, Follow Up Boss, Hatchbuck, HubSpot, Hubspot CRM, Infusionsoft, LeadSquared, Microsoft Dynamics CRM, Mirabel’s Marketing Manager, OnePageCRM, Outleads, Pipedrive, Pipeline Deals, Salesforce, Solve CRM, speak2leads, Stream, SugarCRM, Zapier, Zoho CRM
- Chat – 123 Contact Form, LiveChat, Slack
- Social – Facebook
- Email – Active Campaign, AWeber, Benchmark, Betasend, BriteVerify, Campaign Monitor, Constant Contact, Droppler, Email by Zapier, Emma, Freshmail, GetResponse, Gmail, MailChimp, MailerLite, Mailgun, Mandrill, MarketVolt, PepiPost, Rare.io, ReachMail, SendGrid, SharpSpring, Vero, Woodpecker.co
- Marketing Automation – ActiveDEMAND, Autopilot, Comindware Project (Delio), Drip, E-goi, Jumplead, Kick-Tipp, LeadsRX, Marketo, Pardot, RocketResponder, Vision6
- Customer Support – Groove, Intercom, Olark, Zendesk
- Call-Tracking – CallHub, Callingly, CallRail, Myphoner, Twilio
- Education – eFront Pro
Analytics – Crazy Egg, Formisimo, FullStory, Geckoboard, Google Analytics, Google Tag Manager, Kissmetrics, Mouse Flow, SwiftType
- Webinar – GoToWebinar
Optimisation/Testing – Hotjar, Optimal Workshop, UsabilityHub, UserTesting, VWO
- Provides a powerful design editor that doesn’t require a degree to operate
- Integrates with just about every popular marketing tool on the market
- Allows you to create highly targeted campaigns based upon user engagement
While Unbounce is the more expensive of the 3 platforms, the pricing is reflective of the features which are included in each of the plans as they are look to cater towards established businesses, enterprise and agencies, however, their essential plan is offers similar features to that of the second tier plans for Leadpages and Instapage.
- Essential – $99 per month/$79 per month (billed annually)
- Premium – $199 per month/$159 per month (billed annually)
- Enterprise – $499 per month/$399 per month (billed annually)
And there you have it. A comprehensive review of the best landing page builders. Understandably, you might still be a tad unsure about who takes the honours as, “The best landing page builder available on the market”. After completing our analysis, we’ve determined that they all offer a similar level of quality, features, usability and sufficient range of options and flexibility. While some have slight advantages, each makes up for “shortcomings” with its own unique take on building landing pages that pop, convert and close.
Here’s another quick recap of these 3 great landing page builders:
Leadpages – Ideal for startups and businesses with small marketing budgets that are looking to launch new campaigns or products while generating qualified leads.
Instapage – Ideal for startups and businesses who are looking to deploy landing pages fast and have experience in split testing as well as advanced marketing strategies.
Unbounce – Great for established businesses, enterprises, marketing agencies and those looking for a high-end solution that have experience in digital marketing.
We use and recommend Leadpages and find it to be a more affordable option and it integrates well with tools we use within our business and that of our clients. However, we recommend you take time to try each of these great builders out yourself and make a decision that aligns best with your business goals, marketing budget and technical knowledge.