The 11 Best Landing Page Builder Software [2021] for Every Business

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I’m a marketing guy, a pizza enthusiast and San Francisco resident. Also, I started this blog, Growth Marketing Pro and built it into a 6-figure passive income business in just 18 months. Before that, I was the Head of Marketing for a startup called PlushCare, which sold for $450 million.

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Latest posts by Mark Spera (see all)

Landing page builder software is essential for any marketer looking to acquire leads on the internet.

Having the ability to rapidly create custom landing pages with forms, images and funnels is really game-changing.

Landing page builders hit the internet around 2011. I became fascinated in 2013, when I began running lots of Google Ads campaigns.

My super high converting landing pages outperformed my competition and I was able to grow my company on the back of search marketing!

This WordStream study found the top 10% of landing pages converted 3x-5x higher than average converting pages. That means that by testing just a few versions of one page, you could be making A LOT more money.

Fast forward to today: I use landing page software every day for my clients and for this blog — Growth Marketing Pro.

I’ve ranked them 1-10, based on:

  • Ease of usecan I set this up and make a few good looking pages in 20 minutes?
  • Featurescan I collect leads? get analytics on my pages? can I integrate with my CRM?
  • Pricehow much for a monthly plan and will I need to upgrade my plan every few months?
  • Bells and whistlesis there other cool stuff I don’t even know about?

I’ll also tell you which software is best for which size companies.

Unbounce is still my champion at the #1, but read on for the low-down on each one of them.

Disclaimer: Articles on this blog contain affiliate links that GMP receives a small commission from at no cost to you. We only recommend tools we trust. Read more in our privacy policy.

The 11 Best Landing Page Builder Tools:

1. Unbounce

best landing page software unbounce

About: From them: “Unbounce is the easiest way to build and test custom landing pages, website popups and sticky bars. Improve your post-click conversion rates and launch more campaigns, fast.”

Unbounce was the first landing page builder software. You could actually say they invented the category.

I’ve used it for various projects within the last few months and it’s still is one of the best landing page software tools out there. It’s perfect for optimizing performance marketing campaigns, creating “coming soon” pages, capturing emails on site, and describing those hard-to-explain elements of your product offering.

Ease of Use: 5/5

  • Easy user interface
  • Easy drag-and-drop editor
  • Friendly plugins, form creation and page design
  • Can edit pages to make them mobile-responsive
  • Easy to read “stats engine” for reading analytics fast

Features: 5/5

  • 100+ out of the box templates
  • WordPress integration
  • Unbounce landing pages and pop-ups may be integrated with the most popular email, CRM and analytics tools, such as MailChimp, WordPress, AWeber etc.
  • A/B testing
  • Dynamic keyword insertion for SEM campaigns
  • Can add sticky headers and popups to pages
  • Can add maps
  • Clone and edit entire pages
  • Add custom scripts and pixels
  • AMP mobile pages

Price: 4/5

$80/month for the Essential plan. The Optimize plan is $120/month and the Accelerate plans and Scale plans are $200 and $300 respectively. If you’re an entrepreneur or company with under $100,000/month in marketing spend, the Essential plan is great.

I Think: I remember what it was like starting out with landing page software. It can be confusing. Unbounce is so intuitive… you’ll be able to make your first page 10 minutes from now. Even if you have no design experience, you simply choose one of Unbounce’s elegant pre-made templates and insert your brand elements. Pages look professional and they convert!

Unbounce and Instapage are admittedly quite similar. They’re my two favorite tools. You probably can’t go wrong with either, but given that Unbounce is way more affordable, I give it my #1.

Suffice it to say, I love the product.

We negotiated a 20% off subscription with our link.


2. Leadpages

best landing page software leadpages

About: Leadpages allows you to easily build stunning opt-in campaigns that capture leads, convert customers, and integrate across all your favorite digital marketing tools: from Facebook ads to e-commerce. Easily fine-tune your campaigns for maximum impact by testing multiple versions side-by-side so you can keep what’s working and ditch what doesn’t.

This image has an empty alt attribute; its file name is leadpages-1024x640.png
Image courtesy of MarTechToday

Ease of Use: 4/5

  • Easy to move content around: truly drag-and-drop
  • Has plugins, form creation and page design
  • Can edit pages to make them mobile-responsive

Features: 3/5

  • 160+ out of the box templates
  • Unlimited Mobile-Responsive Pages
  • Works with 40+ tools
  • Captures leads with forms in an easy format
  • A/B testing
  • Can integrate with WordPress
  • Cannot easily publish pages to your own URL
  • There is very little customer support at the lowest pricing tier

Price: 5/5

$27/month for the Standard plan, $59/month Professional plan and $239/month for the Advanced plan.

I Think: Leadpages is an above average landing page software tool. I think it’s a strong form creator and is definitely the cheapest option! Plus, it’s easy to use.

The problem is the design and editing. You simply can’t get pages to look as you want them to. The editor is a little clunky and the templates aren’t perfect like Instapage or Unbounce. The product of your work will look like a “Leadpage” not a beautiful, professional landing page.

However, there’s no question, Leadpages will deliver you higher ROI on your campaigns. If you’re a small business, Leadpages may be the choice for you.

See my full review + user reviews of Leadpages here. Get a Leadpages Free Trial…


3. Instapage

best webinar software instapage

About: Instapage allows you to create stunning, on-brand, mobile-responsive landing pages from one of 200+ templates. No developer needed.

Instapage is incredibly powerful. It’s a simple “drag and drop” landing page builder that creates pixel-perfect pages. Unfortunately, it’s quite expensive. As such, it’s more of a large company and agency tool.

It takes about 2 minutes to set up and it has an extremely user-friendly, customizable editor, which will undoubtedly earn you more leads, cheaper.

In their own words: “own your post-click experience and maximize your conversion rates with Instapage, the most powerful landing page platform for marketing teams and agencies.”

Plus, integrating your pages into into your website requires no code. Below is a coming soon splash page we made for our SEO tool GrowthBar. You can see, it has calls-to-action, moving elements, and is easy on the eyes to boot!

Instapage product shot
Instapage is a true drag-and-drop editor

Ease of Use: 5/5

  • Best user interface and easiest to use
  • Direct WordPress integration
  • Easy to move content around: truly drag-and-drop
  • Friendly plugins, form creation and page design
  • Can edit pages to make them mobile-responsive in under a minute
  • Easy to read analytics and lead list exports

Features: 5/5

  • 200+ out of the box templates
  • Codeless integration with Google Analytics, Facebook Advertising and more
  • Capture leads with forms and send them to Mailchimp, Salesforce, Marketo, Zapier, Hubspot, GetResponse, Autopilot, AWeber and more
  • A/B testing (at higher pricing tiers)
  • Heatmaps (at higher pricing tiers)
  • Ability to add custom code to pages
  • Real-Time Visual On-Page Collaboration
  • AMP & Thor Render Engine®
  • Built-in Heatmaps
  • Global Blocks for universal content changes

Price: 1/5

$399/month for the core plan — which should give you absolutely everything you need to set up and capture leads in 15 minutes. Agency and Team plans begin at $999/month. It’s very expensive, but definitely among the most powerful in terms of feature set for enterprise companies.

I Think: Instapage is tied for the most functional, user-friendly, high-performing, easiest and most powerful landing page software. It truly requires no code to operate and is perfect for large businesses and mom-and-pop ecommerce shops alike. It’s particularly awesome for Google Ads and Facebook Ads specialists.

Instapage has 300+ Capterra reviews, more than any other landing page builder. It allows you to customize pages fully and it integrates with every software that you might already be using.

As teams and agencies scale production, built-in visual collaboration helps speed up design reviews by allowing users to make comments, provide feedback, and resolve issues. This ultimately eliminates time-consuming bottlenecks inherent in design reviews.

Unfortunately, the price and often dismal customer support makes Instapage difficult to choose over Unbounce, given the similarities of the features.

Read my review + Growth Marketing Pro reader reviews of Instapage here.

Get a Free 14-day Instapage trial by clicking below.


4. Hubspot

About: HubSpot makes a variety of tools for digital marketers and salespeople, but we are big fans of their landing page tool. They describe their marketing service as: everything you need to launch effective marketing campaigns that make people interested in your business and happy to be your customer. HubSpot is an enterprise marketing solution that has an excellent solution for creating landing pages.

If you’re a SaaS company or marketing agency, HubSpot is an awesome platform to manage your landing pages, CRM, email marketing, and a whole lot more.

Screenshot of HubSpot landing page software editor

Ease of Use: 4/5

  • Start to finish in a few minutes with onboarding videos and written content
  • Very well-reviewed customer support (4.5/5)
  • Easy to move content around and get a business live online
  • Has plugins, form creation and page design
  • Templates are very simple
  • Easy to add videos, tracking code, etc.

Features: 4/5

  • Captures leads with forms in an easy format
  • A/B testing
  • Blog & content creation tools
  • SEO & content strategy
  • Facebook lead ads
  • They literally make everything you’ll ever need to succeed in marketing — from CRM to email marketing.

Price: 4/5

$50/month for the cheapest tier that has the landing page builder functionality.

I Think: The HubSpot offer continues to gets more sophisticated as their product grows and expands into different territories. The landing page tool along with the smart content and CTAs is a huge benefit and the cost is low enough that it makes this offering worth a try.

Interested? Click here to sign up for free.

Read HubSpot user reviews here.


5. GetResponse

landing page software get response logo

About: GetResponse allows you to create high-converting, mobile responsive landing pages, but it’s also a diversified software offering that offers email marketing and webinar capabilities. GetResponse features integrations with tons of the top tools you’re already using like Salesforce, WordPress and Shopify.

Ease of Use: 4/5

  • Drag-and-drop landing page editor
  • Easy to move content around

Features: 4/5

  • Built in analytics
  • Integrates with many platforms including Adwords, Bing, KissMetrics and Facebook
  • Capture leads with forms and integrate them with your GetResponse email platform
  • 1,000’s of stock photos and templates available
  • A/B testing
  • Add PayPal button to take payments on the fly
  • GetResponse allows you to do a whole host of things including creating landing pages, email marketing and creating webinars

Price: 4/5

$15/month for the Email plan, $49/month for Pro, $165/month for Max and $1,199/month for Enterprise.

I Think: All in all, GetResponse is an all-in-one marketing suite that is well-regarded — landing page software is one of their offerings. They don’t specialize in landing page software.

I have the least experience with GetResponse’s landing page software solution, but I did quite a bit of research. Because GetResponse wants you to use its email software, it lures you in with a $15/month price point, but forces you to upgrade once your landing pages get to 1,000+ pageviews.

At that point, you will need to get the $49/month pro plan.

GetResponse is a decent option for marketers or business owners that are starting from scratch and need more than landing page software.

See my full GetResponse review, plus reader reviews here.


6. Systeme.io

About: Systeme.io is an all in one marketing platform to help smart entrepreneurs automate and scale their marketing activities. It’s the ideal software for creating a blog, launch an online business, building a mailing list, create sales funnels, sell online courses, and much more.

Ease of Use: 4/5

  • Easy drag-and-drop builder
  • User-friendly, intuitive components
  • Mobile-responsive pages by default
  • Customer support

Features: 4/5

  • Offers a host of features, including email marketing/automation
  • Blogging capabilities
  • Pre-designed landing page templates filtered by industry
  • A/B testing
  • Integrations with Zapier and other major platforms
  • Sales funnel creation
  • Up-sell/cross-sell/down-sell capabilities so you can maximize customer conversion rate
  • Pop up creation
  • Affiliate program maintenance
  • Evergreen webinars

Price: 5/5

Systeme.io is one of the most affordable all-in-one marketing platform. The starting plan is only $27, which has most of the features you need to build a site, landing pages, and increase customer value. The other plans are at $47 and $97.

I think: Systeme.io is offering one of the top all-in-one platforms in the industry. Similar to ClickFunnels (further down on this list), Systeme.io has much more than just landing page functionality. It’s perfect for entrepreneurs who want a whole suite of services, at a way more affordable price than other all-in-one solutions.

And you can start with the 14-day free trial.


7. Wishpond

wishpond logo

About: Wishpond’s landing page builder, one of the tools in its suite of marketing services, is appealing, intuitive and powerful.

As easy to learn as other drag-and-drop builders on the market, like Wix or Squarespace, Wishpond allows you the ease of maintaining a simple (but powerful) landing page (taking away the worries of running and maintaining a full-fledged website).

What’s more, their pre-designed templates have been geared to get users to click, with buttons and text placed in the right positions and the right colors — all you have to do to make it yours is change the assets and make it your branding.

For more advanced users, their customization tools let you dig into the bones of it and meddle with the design to make it exactly how you want.

Ease of Use: 5/5

  • Easy drag-and-drop builder
  • User-friendly, intuitive components
  • Mobile-responsive pages by default
  • Easy to read analytics and lead list exports

Features: 5/5

  • Extensive pre-designed templates filtered by industry
  • A/B testing.
  • Integrations with other major marketing platforms, continuously updating.
  • Powerful suite of additional marketing automation and lead-gen tools, including email automation, lead management, pop-ups, online forms, and contests.
  • Unlimited campaigns and visitors on any plan
  • Easy to use even for non-developers.
  • Includes access to a knowledge base
  • Team continuously holding webinars, publishing ebooks & articles on the latest practices in marketing.
  • Live chat support available.

Pricing: 4/5

Wishpond has a range of price plans. The ‘Starting Out’ plan is $49/month with a maximum of 1500 leads.

The next level up is the ‘Everything You Need Plan’, at $99/month, with 2500 leads. For businesses growing beyond, the aptly named Rapid Growth Tier-1 Plan is $199/month, capping at 10,000 leads.

Every plan allows you to use any of the core apps (landing pages, popups, forms, email marketing, etc) with the main differentiator being how many leads you can store in your account.

There are monthly or annual plans, and there’s a no-commitment 14-day free trial on annual plans for anyone wanting a test spin.


8. Landingi

landingi landing page software logo

About: Take advantage of a flexible platform with options dedicated to converting traffic from your digital campaigns into customers.

Landingi is the end-to-end platform for landing pages without IT and coding skills! Create, publish, optimize your landing pages and run a/b tests by yourself!

With our drag and drop editor, you can create a landing page with ease. Select from over 100 high-converting templates, automate your marketing stack using the build in integrations and bring your marketing to the higher level! We will support your campaigns by personalizing your landing pages for your target audience and PPC ads.

Ease of Use: 3/5

  • Landingi gets great reviews for ease of use, as its a true drag-and-drop pixel-perfect editor
  • Start to finish in a few minutes
  • Has plugins, form creation and page design
  • Templates are very simple
  • The editor is apparently difficult to use, particularly the mobile editor

Features: 4/5

  • 100+ out of the box templates
  • Integrations with Salesforce, Mailchimp, Hubspot and many more
  • Landing page import: this is an awesome feature that Instapage and others had to get rid of (I imagine for copyright infringement issues), but Landingi lets you import other pages from the internet to “clone”
  • Captures leads and allows you to perform automations using those leads

Price: 4/5

$29/month+, the Automate plan is $49/month and the Agency plan is $109/month.

I Think: Landingi is a strong solution that is white labeled by software website, Capterra. It shares many of the same features as Instapage and is a totally reasonable alternative. Just note, you will likely need higher tier pricing to accomplish a lot of what the others can.


9. ucraft

About: In the simplest terms, ucraft is a website builder that turns your ideas into online realities. ucraft is ideal for anyone looking to develop a beautiful website for themselves or to showcase their projects, business, or events. ucraft provides a proprietary “drag and drop” feature that makes creating online pages fun and easy.

Ease of Use: 4/5

Create a slick website with no code — including landing pages

  • Completely drag and drop landing page editor as seen in this ucraft explainer video
  • Easy to move content around and get a business page live (ucraft is a true website creator)
  • Has form creation and page design
  • Several simple templates

Features: 1/5

  • The landing page tool is limited in that it has no integrations
  • No A/B testing
  • You will have to host your page on a new website URL

Price: 5/5

$8/month+

I Think: Ucraft is a tool that is tough to wrap my hands around. It appears that ucraft is much more of a website builder than a true landing page builder software. So this is not a sophisticated landing page tool.

However, as a website builder for a stupid simple business page, it’s fine.

Ucraft is quite affordable, so it may be worth a try!


10. ClickFunnels

best webinar software clickfunnels

About: ClickFunnels allows you to pick the sales funnel that is designed to sell your type of product, so you can send traffic to the offer.

Clickfunnels allows you to sell any product online. You simply pick your sales funnel, pick your design and upload a few custom elements like a logo. Modify the page with a few drag and drop tools and your entire funnel is ready to roll.

It’s not at the top of the list because it’s not quite a landing page software — as much as it’s a full website + marketing funnel in one. ClickFunnels is a perfect solution for entrepreneurs selling a course or consulting service on the internet and want landing pages, email nurtures and payment solutions all in one.

Ease of Use: 3/5

  • ClickFunnels is stupid easy to use
  • Start to finish in a few minutes with onboarding videos
  • Easy to move content around and get a business live online
  • Has plugins, form creation and page design
  • Templates are very simple
  • Easy to add videos, tracking code, etc.

Features: 1/5

  • Several out of the box “ClickFunnels” (templates)
  • Captures leads with forms in an easy format

Price: 5/5

$97/month+

I Think: ClickFunnels is simple as can be. It’s a “website-in-a-box” solution that makes it stupid easy to make a site. They will take you from nothing to a business online in a few minutes.

The problem is that the customization is really limited. Your entire web presence will look like a ClickFunnels… which is a little hokey looking.

If you already have a blog or website, don’t use ClickFunnels. If you’re starting from scratch and you’re an internet novice, go for it!

Clickfunnels is a great program, I just wouldn’t consider it “landing page software.”

ClickFunnels has 30+ Capterra reviews.

See my full ClickFunnels review plus user reviews here


11. ShortStack

shortstack

About: ShortStack is a cool landing page tool with a twist. It’s not conventional — in that it is specialized to host content and/or events on. You’re able to create landing pages to host contests using Instagram Contests, Facebook Contests, Twitter Contests, etc. It also has some automation features.

Ease of Use: 5/5

  • Gets strong marks for user friendliness on Capterra (3 reviews) and G2 crowd (45 reviews)

Features: 1/5

  • Templates include contests, giveaways, quizzes an email collection giveaways, but limited to that
  • Collect user-generated content
  • Can automate emails to lead captures on page

Price: 4/5

$29/month+

I Think: It has high reviews on Capterra and G2 Crowd. If your goal is to make a contest and plop it on a landing page, by all means, this is for you.


What is landing page builder software?

You can have a beautiful website with perfect functionality.

But that doesn’t necessarily mean your site is optimized for converting customers.

If you’re running performance marketing campaigns (namely Facebook Ads or Google Ads), you need a simple page with just a few elements — one that’s optimized so that a user takes action — clicks, signs up, downloads a PDF, or something else entirely.

That’s where landing page software comes in.

Even the easiest website builders like WordPress aren’t totally flexible.

Landing page software on the other hand, is drag-and-drop — meaning you can move elements around at your will, which helps marketers create an experience that nudges the visitor and converts them into leads.

Plus, the best landing page builders have tons of templates to choose from, so you never have to start from scratch with your page.

Who should use landing page software?

Not everyone needs landing page software. When you’re trying to build a business, the last thing you need is to spend money frivolously.

But there are some really important use cases:

  • Entrepreneurs and marketers running performance marketing campaigns like Facebook Ads and Google Ads must have landing page software. It’s the only way you’ll be able to run experiments rapidly and reduce your cost of acquisition to a profitable number. Ecommerce companies generally spend a ton on paid ads, so they’re a prime customer of landing page software.
  • Entrepreneurs selling high ticket items over $1,000. If you’re selling something expensive (consulting services, for instance) that requires a lot of proof points, testimonials and feature explanation, you must use landing page software. Why? Your real website homepage can’t be pages long — it’s not a good user experience. But traditionally, the sales page for high ticket items needs to be really robust. The easiest way to do this is with landing page software. Plus, you can A/B test to maximize for performance on that page, using landing pages.
  • Marketers, product managers and entrepreneurs who want to A/B test like crazy. Enterprise A/B testing tools like Optimizely are crazy expensive. If you need to test calls-to-action, value propositions or even new features, landing page software is by far the easiest (and cheapest) way to do it.

Do you need a website to have a landing page?

You don’t actually need a website to use landing page software. Tools like ClickFunnels for instance, can be wholesale alternatives to making a website. As long as you have a domain name, you can plug in a landing page (or multiple pages) to create a full website — capable of lead capture, taking payments and even light email marketing.

Do landing pages impact SEO?

Landing pages do not negatively affect your search engine optimization. However, it’s important to note that most landing pages are not structured appropriately for SEO. I like to think of them as “skins” rather than HTML pages that Google can index and understand. So if SEO is part of your strategy, you’ll need to use a blogging/website tool like WordPress and simply plug your landing pages into your website.

What are the best WordPress landing page software tools?

Since the vast majority of bloggers and even many technology companies run on WordPress, I’d be remiss not to mention the best options for WordPress landing page software.

Some of the tools on this list also have one click WordPress integrations. Instapage, Unbounce, HubSpot, and Leadpages all have highly rated WordPress connections. But there are also WordPress landing page plugins. The most trusted include WPForms, SeedProd and OptimizePress.

Tips for great landing pages

Simply implementing a landing page builder doesn’t necessarily mean you’ll capture more leads and increase your conversion rate. There are best practices that you should follow to get the most out of your landing page builder:

  1. Catchy headlines: Your landing page should lead with value-based copy and your headline should never be ambiguous or vague. It should capture your readers’ attention and give them a reason to keep scrolling. As I’m thinking about headline copy, I like to channel one of the best business books I’ve read, Play Bigger: your copy should make you a category leader. Even if your product isn’t a category leader, think of a way to position yourself as the #1 in some category. Maybe you’re not the #1 SEO tool, but perhaps you’re the #1 SEO tool for fashion bloggers. Figure out a way to “own” a category via your headline copy.
  2. Trust signals: Humans like social proof. We’re more apt to buy when we see logos and customer testimonials on a website. I’ve found that using press badges above the fold on my landing pages increases conversion rate 10% or more. Press badges lend credibility to your product and make users more likely to continue reading. Similarly, customer testimonials enable users to envision themselves using your product, which will increase conversion rates.
  3. Images: Think about how often you read every word on a webpage… not often. Visually appealing images work in keeping users on page and illustrating your product offering. Hint: human faces keep people on page — when in doubt, use a stock photo with people in it.
  4. A/B test: Particularly if you’re sending paid traffic to your landing page, you should A/B test. It’s the financially smart thing to do. And if you’re going to A/B test anything, make sure to first experiment with your headline. Since the headline is the first thing users see when they hit your page and only 20% of users will read past your headline copy, it’s the most impactful place to A/B test.
  5. Mobile: Mobile traffic accounts for 54.8% of total web traffic, so make sure your landing pages are pixel-perfect on mobile as well. The good news is that the best landing page builders have mobile and desktop views, so that you can see your page in both formats before publishing.

Conclusion

Every tool on this list I consider to be a fully drag-and-drop solution.

That’s the reason I love landing page software. It allows us marketers and entrepreneurs to avoid code.

You should consider a few things when picking a software tool:

  • Price point: Landing page software ranges from as low as $10/mo to upwards of $200/mo.
  • Design: Some tools on this list excel in creating pixel-perfect landing pages, while others are a bit more crude. If you want the former, Unbounce and Instapage are the only way to go… but you’ll pay a bit more for it.
  • Accepting payment: If you want to use your landing page as your checkout flow, you need to make sure your solution either has an existing checkout solution (ClickFunnels) or is easily integrated with PayPal/Stripe (Unbounce).
  • A/B testing and other features: If you’re running performance marketing campaigns and you want the best optimization features to squeeze every last cent out of your campaigns, you’ll want to select Unbounce or Instapage.

There are a few landing page builders I like for small businesses and large companies alike — Instapage, Unbounce, GetResponse and HubSpot. For entrepreneurs who want an all-in-one solution — one that’s reminiscent of a website builder — investigate ClickFunnels and Systeme.io.

Of course, there’s only one landing page tool this nerd endorses…

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