It’s up to you to make sure your landing pages are effective in reaching the desired goals. However, the platform you use has a big impact on the creation process and the overall experience. The range of software is quite vast, but not all builders are created equal.
This post is a breakdown of the 12 top landing page builders available on the market in 2021. They all feature a drag-and-drop editor that requires zero coding skills to build a page, but that may be the only thing they all have in common.
The comparison is based on a simple criterion: value for money. After all, frugal spending is an important part of any business. Features and limits are the two main areas of importance. The figure of $80 a month is a solid reference point, as you will see throughout the comparison.
Some of these platforms specialize in landing pages, whereas others split their focus into other functionalities, as well. Is it going to make any difference? Read on and see for yourself.
1. Landingi
Overview
First up on the list of the best landing page builders is a tool of our own, Landingi. It’s a platform for business owners, marketers, and agencies that want to create, publish, and optimize landing pages, pop-ups and funnels independently and grow their businesses.
In addition to generating leads for future nurturing, the platform is armed with eCommerce capabilities, which means you get to sell products and services directly on a landing page and get payments via a PayPal button. Combining these steps in one place saves time and gives you better control over the entire process.
Creation is made easy thanks to an intuitive pixel-perfect drag-and-drop landing page builder. It’s the centerpiece of the entire platform – it allows you to design stunning post-click pages that convert without any coding. The automation of this process can be taken a step further. Duplicate any section and paste it into any landing page of your choice. This process is not limited to single sections – copy entire landing pages if you want to. It only takes a few clicks and it’s done seamlessly.
The thing is that sometimes, you might need to update the same part on multiple pages, or even all of them. Instead of doing it manually, you have the option of using smart sections. A change in one of them gets implemented on all the other pages with this section instantly.
Once you’ve created your landing page, publish it on a domain of your choice, or launch a WordPress landing page thanks to our plugin.
Post-click pages are just a part of the digital marketing landscape. They need to work flawlessly with your other creations. Monitor the efficiency of your creations in the Analytics Dashboard. Gather information such as visits, leads, and conversions. Perform an A/B test to see which improvements contribute to the faster growth of your business.
If you want to see some practical applications of the platform and what you can do there, take a look at some landing page examples.
On top of landing pages, the Landingi platform is also a place where you can create pop-ups that capture the attention of the visitors and help you reach your goals. Modify its triggers and frequency to strike a balance between providing a good offer and pestering. Once that’s done, publish it on a landing page or on any of your other websites.
Whether it’s lead generation, coupon download, or upselling, pop-ups provide support in enticing viewers to complete the desired action. Over 50 templates expedite the creation process, and since every element is modifiable, it’s no challenge to match it to the page it is connected to.
What are the stand-out features of Landingi?
Making high-quality and well-converting landing pages quickly is possible thanks to ready-made templates, and there are over 250 of them in the Landingi platform. They make the process much more efficient – you don’t need to create a page from scratch. Furthermore, the templates are categorized by industry and use case. They’ve been designed in line with the best practices in order to help you capture as many leads as possible and turn them into customers.
Nowadays, more and more people favor mobile devices over desktops. If you are serious about getting new marketing contacts, your post-click pages must be optimized for smartphones. The Landingi builder allows you to adjust your landing pages and pop-ups for mobile phones with a single click.
Business owners, marketers, and agencies use a variety of tools to manage campaigns and activities, so a landing page builder should be able to work with them seamlessly to provide the best workflow possible. That’s exactly why Landingi can be integrated with a wide range of other software. Whether it’s email marketing, CRM, analysis & tracking, payment gateways, or eCommerce platforms – they go hand in hand to optimize your efforts. The jack of all trades is the Swiss Army Knife of integrations, Zapier.
Most of the time, creating one landing page is not enough to complete the customer journey. Instead of relying on your homepage to take over at a certain point and risk the users getting distracted, lay out the whole process on a landing page funnel that takes the viewer through the steps with no interruptions.
What does $80/month get you in Landingi?
That kind of budget is enough to get the Automate plan. It contains features that online businesses and agencies need in order to be successful in their marketing actions. Here are some of the things included in the plan:
- A/B testing,
- Autoresponder,
- Custom HTML, Javascript, and CSS,
- Smart sections,
- Campaign scheduler,
- All of the available integrations,
- Dynamic text replacement,
- Funnels,
- Lead inbox and export,
- Analytics dashboard.
On top of that, the plan allows you to drive monthly traffic of 100,000 visitors and create as many landing pages as you want. What about leads? Well, there are no restrictions in this regard. After all, that’s one of the key parts of digital marketing. The same goes for selling products on landing pages – no caps here, either. To see how Automate stacks up against other plans in Landingi, check out the detailed comparison. The 14-day free trial does not require any credit card information, which is not something you can say about all of the other builders on this list.
2. Unbounce
Overview
The platform that popularized landing pages as a marketing tool and one of the most well-known landing page builders on the market. Unbounce focuses on conversions with the use of Artificial Intelligence. The software is used by a wide range of businesses and industries. The editor provides the option to create a page from a blank slate or use one of 100+ templates.
What are the stand-out features of Unbounce?
The two key things that Unbounce has worked out very well are related to the personalization of traffic. The first one is called Smart Traffic; it uses A/B testing to decide which of the versions of a landing page is more suited to a specific target.
The next one is integrated with your ads. Dynamic Text Replacement, as it’s called, changes the headline of your landing page to fit the ad copy. That’s pretty neat.
What does $80/month get you in Unbounce?
The Canadian landing page builder has a plan that fits this particular budget almost to a tee. It’s called Launch, and it’s the lowest-priced package of the platform. Think about it as a starter pack of sorts. In terms of features, it has a few things going for it, such as unlimited landing pages and subaccounts, as well as the Conversion Analytics dashboard. Another plus of the plan is the full list of integrations.
One must note, though, that it’s not all rainbows and butterflies. For instance, flagship features such as Smart Traffic or Dynamic Text Replacement are only available from the next plan up, as is the A/B testing. When dishing out 80 bucks a month, some of those features could have found their way to the plan.
Then, there are the limits, both for unique visitors and conversions. The Launch package has those capped at 20,000 and 500 per month, respectively. Launching a couple of well-optimized campaigns to a well-targeted audience has a good chance of gathering a lot more leads in a span of four weeks. Plus, what happens if your campaigns are so effective that they manage to gather more conversions before the limit of visits runs out?
There is a 14-day free trial available for those who want to test it out. Keep in mind that you will be asked to provide your billing information upon registration for the trial.
3. Instapage
Overview
Just like Landingi and Unbounce, the list of the best landing page builders would be incomplete if it did not feature Instapage. Creation, optimization, and personalization are the three pillars of this software. There is a landing page builder, an analysis platform for performance measurement with A/B testing, as well as options for adjusting the page content to the ads you run. Instapage is based on a proprietary rendering engine, which impacts the loading speeds.
What are the stand-out features of Instapage?
Landing pages are built on sections. Some pages require multiple sections, whereas others can easily do with only a few of them. Instapage calls these sections ‘Instablocks’, and their main features are reusability and adaptability. You can save each block and if you want to modify one of them on all of your landing pages, it takes a single change, and the rest gets updated automatically.
The range of templates is quite extensive, with a current number of around 500. They are grouped by use case and each template comes with the must-have sections for each case.
In terms of team cooperation, Collaboration is a feature that lets you leave and respond to comments on a landing page. It means that creation and communication are kept in the same place, which improves workflow.
What does $80/month get you on Instapage?
The entry point in Instapage is a bit steep, financially speaking. The least expensive plan called Business is almost double the figure of our reference point. While most landing page builders offer at least three plans, with one being a budget-friendly option, Instapage has decided to go in a different direction and offer two rather pricey plans: Business and the tailor-made Conversion Cloud.
Granted, the Business plan does have all the necessary features, but it’s hard to enter the platform at this price level, especially with other builders offering similar properties for less money. Having said that, there is a 14-day free trial if you want to see whether Instapage has got enough to justify the price.
4. Leadpages
Overview
Number four on the list goes to Leadpages, a drag-and-drop page builder. It’s important to note that this platform is not just for creating landing pages – Leadpages can also be used to build websites, pop-ups, alert bars, and opt-in texts based on templates or from the ground up.
The platform is centered around growing one’s company, and they feature entrepreneurs’ stories on their main page. Thus, it is safe to assume that business owners are the main target group of this solution.
What are the stand-out features of Leadpages?
Optimization takes a bit of effort to get right, and it’s great to have good practices in mind. Leadmeter is a technology that provides tips on layout, colors, and content in real-time. That way, you get to make the appropriate changes before publishing.
Aside from the landing pages and pop-ups, you have the option to create alert bars. It’s a good alternative to popups, which may seem annoying to some users. The second perk of alert bars is that they work well on mobile devices.
What does $80/month get you in Leadpages?
That price range is enough for either the Standard or the Pro plan. The less expensive one offers unlimited landing pages and leads, a custom domain with free hosting and basic integrations. The Pro adds A/B testing, opt-in text campaigns, and the ability to sell products directly on the landing page. There is a 14-day free trial available for all of the plans if you want to take the platform for a test drive with no strings attached.
5. ClickFunnels
Overview
The name should tell you everything you need to know. It’s a platform that lets you create sales funnels based on a sequence of simple pages. The whole process takes place in a drag-and-drop builder.
Clickfunnels offers pre-made funnel templates that you can modify to fit your business or use case with landing pages, sales/upsell pages and membership areas. The main benefit of this software is that creating multi-page funnels doesn’t take a lot of time or effort.
As for the landing pages, they are an integral part of every funnel, so it stands to reason that there is a dedicated landing page builder in ClickFunnels. Regardless of the page type, it’s possible to run a split test to determine if your ideas for improvement make the page convert better.
A lot of businesses use affiliate marketing to grow their customer base and ClickFunnels has an option to connect each funnel to a program. It’s part of a feature called Backpack, which is where the affiliate management takes place.
What does $80/month get you in ClickFunnels?
You would have to dish out a bit extra to get the Starter plan, as there are no options within this price point. It covers 20 funnels and 100 landing pages. In terms of the limit of monthly visitors, the plan sets the bar at 20,000. While 20 funnels with 5 pages each might be enough, it’s easy to exceed 20,000 visitors in a month. Not to mention the fact that other builders either don’t impose limits at all or they are set much higher.
Another issue is that certain features, such as the Backpack, are not available in this plan. With the upgrade being three times more expensive, it is not something that can be described as “affordable”.
6. Lander
Overview
It may not be as well-known as the other builders listed here, but it does have certain features that make it worthy of inclusion in the list. Lander may be enough for small businesses who have recently ventured into digital marketing, especially if they want to post landing pages on their Facebook profile.
What are the stand-out features of Lander?
The first one is the Auto-fill Form. Let’s say a viewer has entered information on one of your forms. When they are redirected to another landing page, their information will be completed automatically in the later stages.
The other one is the integration with Facebook. Adding landing page tabs on the social media platform is very easy, and it’s one of Lander’s main selling points.
What does $80/month get you in Lander?
A yearly subscription to the Professional plan is just a little over that point. The list of 30 integrations is a figure slightly below average, and the overall lack of features compared to other similarly-priced builders means that this software will be used by those who don’t feel the need of unleashing the full potential of landing pages.
However, there is one thing even undemanding companies might see as problematic: the viewer cap. Even the more expensive plan has a limit of 25,000 visitors per month. That’s not a lot for a product that is said to be for “in-house Marketers”, especially when the platform is all about Facebook, which drives more and traffic these days.
Another thing is that $80/month usually gets you more automation features, such as smart sections or autoresponder. You might feel like you don’t need some of those features at first. But the thing about automation is that once you start using it, it’s hard to go back to working without it.
7. GetResponse
Overview
It’s a Polish email marketing platform that offers a landing page builder as one of its standard features. GetResponse is suitable for businesses that look for a tool to both grow their email list, as well as nurture current subscribers in the form of email marketing.
What are the stand-out features of GetResponse?
What makes this platform work is its versatility. GetResponse gives you the ability to create automated email workflows, sales, and webinar funnels, among other things. A landing page builder is just a part of the offer, but it does have a few aces up its sleeve. One of them is the option to sell products or invite to webinars directly on the landing page.
If you use landing pages in a wider marketing funnel and want to create the whole process from start to finish in a single platform, GetResponse might work well. However, there are a lot of options to go through before your funnel is complete. Those who use landing pages primarily for signups and registrations may feel like all of the other options are simply unnecessary.
What does $80/month get you in GetResponse?
Pricing in GetResponse depends on the number of contacts you send emails to. It might sound counterintuitive at first, but GetResponse is not just a landing page builder. It’s also (or should I say mainly) a platform for email marketing. With a list size of 10,000 people, there are two plans that fit in the budget: Basic and Plus. Both feature a landing page builder with no limit on the number of pages, A/B testing, and a custom domain. You do need to keep in mind that when your email list grows over the threshold, the price is going to go up with it.
The free trial lasts 30 days rather than the industry standard 14, so you do have more time to get acquainted with the tool before making a decision.
8. Wix
Overview
Wix is a tool that can be used for all kinds of pages, not just landing ones. As such, there are two main groups that can benefit from using this platform. The first one includes bloggers and freelancers – people who need a simple page built quickly. However, most businesses might need more, like selling products and services directly on the pages made in the builder, and Wix offers that as well.
What are the stand-out features of Wix?
The main one is the editor itself. It has 500 templates to choose from, built-in SEO tools and the pages are optimized for mobile use. The editor also supports the use of animations and custom code.
One of the most prominent parts of this platform is ADI. It stands for Artificial Design Intelligence and it’s a website creator that makes the page for you based on your answers in a questionnaire. Of course, once the algorithm does its thing, you can make all the changes you want, but the fact that the layout and colors fit your needs is definitely a cool thing to have.
What does $80/month get you in Wix?
With a budget of 80 bucks to spend, you can get the Business VIP package. It includes unlimited bandwidth and 50 GB of storage space, online payments, and customer accounts.
As far as landing pages are concerned, the number of templates is not as impressive as in some other builders (currently, it’s somewhere around 30). The A/B testing tool is pretty good, as it shows you the results that apply to the goal of your page.
You probably know the differences between landing pages and homepages. There are loads of features that simply won’t apply to landing pages in Wix. It’s hard to beat this platform when you want to make a website, though.
9. ConvertKit
Overview
Companies that are looking for a low-cost option marketing tool might be interested in ConvertKit. It’s a good place to start when your online business is in its early stages and you want to get to know what it’s like to use a serious digital marketing tool without spending too much money.
What are the stand-out features of ConvertKit?
The editor of landing pages themselves is rather simple, but the form customization is where it shows its worth. It can be integrated with various software and deliver lead magnets automatically. Furthermore, you can create custom fields in the form of tags to get specific information from your visitors.
Images are a key part of landing pages. Without them, it would just be a solid-colored background with very few visual cues, which doesn’t bode well for conversions. Aside from adding your own pictures, ConvertKit is integrated with the Unsplash library. There are over 100,000 free images that you can use in your creations if you don’t have enough pictures of your own.
What does $80/month get you in ConvertKit?
The answer needs to be “adjusted for inflation”, which in this case means the size of your subscriber list. With a small mailing group, you might even get the Creator Pro plan. But the thing about landing pages is that it is supposed to help you grow that list, among other things. So, you might start small, but, before you know it, your lead inbox is going to expand rapidly. That’s a good thing in and of itself, but success is going to cost you if you want to use ConvertKit down the road.
Also, you should answer the following question: what do you need the software for? It is just for landing pages or is your goal to find a tool that combines it with email marketing? If your answer is closer to the former, there are other, more advanced landing page builders out there for the same price. However, if you do want to get a 2-in-1 tool, the number of features regarding post-click pages may be inferior compared to purpose-built software.
10. HubSpot
Overview
HubSpot has fingers in all of the pies. It’s a powerhouse with tons of tools for marketing, sales, services, and content management. The complete list of all the features would take forever. Not to mention that most businesses and marketers are already familiar with it to some extent.
What are the stand-out features of HubSpot’s landing page builder?
The first one is dynamic content. You can display different information on a landing page depending on various pre-programmed metrics, like language, source of traffic, or a lifecycle stage. The landing page layout is the same, but the copy is adjusted to the viewer.
In terms of analysis and optimization, HubSpot has its own system that gathers information regarding important metrics, such as the landing page performance, traffic sources, and some recommendations to improve your results on top of that.
It needs to be said, though, that there is a problem with tools that try to do it all. If the product development efforts are scattered, it will be harder and harder to offer the most cutting-edge solutions with each passing year. That is the exact reason why the best landing page builders are software that are driven to improve a single product.
What does $80/month get you in HubSpot?
Actually, the landing page builder is part of HubSpot’s free marketing stack. And the list includes other tools, such as ad management, live chats, and conversational bots, to name a few. You can think of it as a free trial that doesn’t stop.
Sure, you could go for a paid plan, and one of them, the Starter, is within the 80-dollar range. Since the landing page builder is part of the free tools, there must be another reason for an upgrade, though. HubSpot has a few of those, but creating post-click pages just isn’t one of them.
11. Canvas by Wishpond
Overview
The software is described as “the easiest page builder on planet Earth”, so it stands to reason that business owners who aren’t particularly tech-savvy will be the main target for Wishpond.
What are the stand-out features of the Wishpond landing page builder?
A/B testing is a key component of every landing page builder. What’s good about the one in Wishpond is that you can switch between the versions of pages in the editor without going back and forth through a menu, they are displayed like tabs in a web browser.
Whether you perform split tests or not, measuring the results is very important. Wishpond has real-time analysis software built into the platform, so you can see your number of leads growing as soon as they appear.
What does $80/month get you in Wishpond?
Most tools have a very clear pricing structure with all the costs and features displayed on a special page. In the case of Wishpond, that’s not exactly the case. The pricing tab redirects to a calendar where you can schedule a meeting. One could surmise that the platform is tailored to the needs of each customer. Or Wishpond just likes to keep things close to its chest. It is an unusual approach, to say the least.
12. Sendinblue
Overview
It’s another marketing platform that is more of an all-in-one tool rather than a laser-focused landing page solution. The main goal of Sendinblue is to provide tools for effective marketing communication, be it via email, SMS, or chat. It does include a landing page builder, but it’s available only in the higher-tier plans.
What does $80/month get you in Sendinblue?
As an email marketing platform first and foremost, Sendinblue scales its pricing based on the number of emails you send. The only way to stay within the budget with this software and have a landing page builder included is to go for a Premium plan with a cap of 40,000 emails a month. It has a very limited application, though. You can only create 5 landing pages within this plan, and if you wanted to increase that number, you would have to purchase add-ons. So, even though the landing page building capabilities are there, it’s far from the most cost-effective solution.
Summary
Now you know what the best landing page builders in 2021 are. Depending on the size of your company and subscriber list, each of them may be more or less suited to your needs. Every software has a feature or two that distinguishes it from the rest, but it’s the relation between their quantity and the price across the board that counts.
What are the takeaways from the comparison of these builders?
- There is a big difference between purpose-built software and all-in-one tools.
- Lower-priced options tend to lack critical features, such as A/B testing and certain integrations.
- The more expensive plans offer similar features, but their cost-effectiveness is not as clear as one might think.
- Limits on traffic, leads, and landing pages vary significantly between the platforms, and they don’t always correspond to the price.
- 80 dollars a month is quite enough to get a feature-packed solution.
