Best Landing Page Builder: Top Tools Comparison Guide

by David Zheng

Last updated on November 28th, 2018


You know your landing pages are a crucial cog in the conversion funnel.

You’ve probably read a few articles on crafting a solid landing page, and perhaps even performed some A/B testing on the pages you’ve made.

And you may have been less than impressed with the results.

That’s fairly common — because creating an effective website landing page is often more challenging than it sounds.

There are a few essential elements you should include, but determining the best way to incorporate those elements into your page can be difficult. This is especially true when you consider that the most effective approach varies by business.

What works for your site may or may not work for anyone else’s, and vice versa. That’s why the most effective landing pages are those that are designed with your specific audience in mind.

But when something as simple as one word can double or halve conversions, it can be overwhelming to even find a starting point.

You have plenty of room for testing and tweaking after you launch your page, but first, you need to create a decent canvas to test.

This step can be extremely expensive and time-consuming, particularly if you choose to work with a designer on a custom page.

While custom designs can yield fantastic results, they’re certainly not the only option. There are several platforms you can use to launch templated landing pages for your campaigns quickly.

Of course, some of these tools are better than others in terms of quality, features, and pricing. So after you’ve decided you want to launch a templated landing page, you still have some research to do and decisions to make.

Keep reading to learn how to decide whether templated landing pages are the right choice for your business, and which options to consider for your site.

What Is a Landing Page?

Before we get into the best services for creating a landing page, let’s talk about what a landing page is, exactly, and why they’re important.

A landing page can be found organically through search, so SEO optimization, testing and measurement are critical to its success. It can also be promoted via paid advertisements.

A landing page is found organically, through search, so SEO optimization, testing and measurement are critical to its success.

A landing page could be your homepage, a page within your site structure, or a standalone that you made for a special event, sale or other instance to capture conversions.

Here are some examples:


More often than not, your homepage is going to be a landing page if you already have a recognized brand or product. For example, if you search for Ikea, you get a very effective landing page that serves as their homepage.

You get a large, welcoming image with an equally welcoming message, and you get two options: “Take me to Ikea United States” or “I want to choose another location.”


A Page Within a Site

I got this landing page by searching for Google Home. It’s a product page within Google’s site structure. Again, I get a large, inviting image with a conciliatory message and two CTAs that help me convert immediately.


A Standalone Landing Page

When I googled HubSpot, I got an ad for Pipedrive above my search results. It led to this standalone landing page comparing Pipedrive’s service to HubSpot’s. I knew that immediately by the bold graphic against a white background and the large header.

If you keep scrolling down, there are more comparisons based on pricing and service offerings, as well as client testimonials and CTAs inviting you to sign up for Pipedrive.


All of these examples exist to serve one purpose: to move visitors down the pipeline toward conversion, and in this case, away from a competitor.

I’ve pointed out a few features that make these good landing pages. But if you’re new to creating them, you may need some help. That’s where landing page builder software comes in.

What Is Landing Page Builder Software?

A good landing page builder software will help you create effective, easy landing pages to increase your conversions. It allows you to choose from templates that have already been tested and are effective in converting visitors with a variety of types of landing pages.

Many landing page hosting services drag-and-drop features that help you customize your landing pages to match your site. There are CTA, image, text, and color options that are easy to manipulate.

Why Use Templated Landing Pages?

Before we get into the specific platforms you can use to launch templated pages, it’s important to determine whether these pages are the right choice for your business.

After all, they aren’t the best option for every site.

Some companies prefer to launch custom-built pages for each of their campaigns, and that’s a perfectly valid choice.

With that in mind, let’s take a look at four reasons you might choose to use a templated landing page:

1. Landing Page Builder Platforms Are Built With Conversions in Mind

The simplest way to launch a landing page would be to use your site’s standard template.

You’d replicate an existing page, or create a new page in your WordPress dashboard, then add images and copy tailored to the campaign’s goal.

If you’re new to creating landing pages, you’ve probably considered taking this approach.

While it could technically fulfill the requirement of a unique page for an advertising campaign, it’s doubtful that this would generate the results you want.

When it comes down to it, your goal for each landing page should be to create something that excels at driving conversions.

And although your standard template might be great for encouraging visitors to engage with content and learn about your business, it likely wasn’t made with the goal of optimizing individual pages for maximum conversions.

Just think about the landing pages you’ve seen as a consumer, like this one from Shopify:


Notice how minimal this page is.

It doesn’t have a navigation bar, a sidebar, a footer, pop-ups, social widgets, or even links to other pages.That’s because it was designed with the single goal of encouraging potential customers to click the designated CTA buttons and launch their online store.

When you include the other elements that come standard on the rest of your site’s theme, they distract from the main goal and decrease each visitor’s likelihood of taking the action you want them to take.

But when you use a templated landing page, you start with a canvas that’s designed to drive visitors to convert.

Plus, many of these platforms also come with testing tools to make your landing pages even more valuable for your site.

Instapage, for example, enables marketers to run A/B tests on the platform.

So when you use a platform like this, you not only get a template that’s conversion-focused from the start, but also the ability to improve and tailor that template for your audience.


2. They’re Less Costly Than Custom Design

But creating a unique landing page for each ad campaign can get expensive quickly. That’s especially true if you design your pages from scratch.

High-quality custom design isn’t cheap. In fact, experienced designers often charge $150 to $200/hour. And while the work they produce is often some of the best you’ll see online, it simply isn’t in the budget for many businesses.

Fortunately, ready-made pages significantly reduce the cost.

Many of the templates available online can help you produce similarly effective pages because they were created by experienced designers.

But because they don’t require a designer to tailor the design to your business and specifications, they’re available at a fraction of the monetary investment.

In fact, some platforms like PageWiz start at $25/month.

This is a much more affordable option, and well within most businesses’ marketing budgets.

So if you’re looking to create compelling landing pages, but don’t want to spend thousands of dollars on custom design, the platforms in this guide could be the perfect choice for your site.

3.  They’re the Fastest Option

If you want to get an ad campaign up and running relatively quickly, you won’t want to spend weeks waiting for a landing page.

But that’s often the case for businesses who hire a contractor or agency to create a custom design.

Templated pages eliminate that waiting period because the graphic design process has already been completed.

They allow you to start with a basic framework that has everything you need for a successful landing page. Then, you can make as many — or as few — alterations as you need to make it fit your campaign and goals.

For example, LeadPages offers tons of templates, with a variety of layouts and potential elements.


Subscribers can customize each of these templates to reflect their campaign’s goal and connect with their target audience.

So if you want to spend time experimenting with color schemes, adding custom graphics, and testing various calls to action, you can.

But if you don’t want to spend time on all of those steps, all you really need to do is replace the placeholder text with your own copy. With this approach, it’s entirely possible to get a page up and running within a matter of hours.

4. They’re Guaranteed to at Least Not Suck

When you create a landing page from scratch, you have a lot of decisions to make.

You have to determine which elements you want to include, what you want each of those elements to look like, and where you want to place them on the page.

And although that means you have a lot of room for creativity, it also leaves a lot of room for error.

Wildly original pages certainly have the potential to be engaging and compelling. But they also have the biggest potential to throw your visitors off and prevent them from converting.

Maybe that’s a risk you’re willing to take.

But if not, you can be sure that when you use a template from any of the platforms on this page, you’re starting with a tried-and-true design.

After all, these sites specialize in helping businesses create effective landing pages. Many of them have been around for years, and have had their templates used by thousands of companies.

So they know what works — and what doesn’t.

As a result, the templates they have available have all been designed by professionals, with the insight that comes along with seeing how various designs have performed for thousands of site owners.

In fact, some platforms, like Unbounce, even offer templates designed with specific industries in mind.


So if you’re unsure of how to even begin the process of creating an effective landing page, templates like this could be the perfect starting point.

Simply choose one that was designed for your industry, and rest assured that it’s already generated positive results for businesses like yours.

A Landing Page Builder Comparison

Now that we’ve discussed what landing page tools should do, let’s do a comparison of, in my opinion, the best landing page builders out there.

Not all landing page builders are created equal. They all offer different features at different prices. Some include A/B testing, some have drag-and-drop building capabilities and some are, well, pretty basic.

What you choose completely depends on the needs of your business and the size of your budget. So let’s take a look at my top seven landing page creators, as well as a free option that’s pretty great.

The Criteria and Control

As I compiled resources for this list, I aimed to select tools that were in line with what the majority of businesses need to create effective landing pages.

In most cases, those needs line up with the reasons in the previous sections.

Marketers typically want to launch quality landing pages, in a relatively short amount of time, for a reasonable cost, and with the confidence that they’ll drive the results they want.

And if they’re shelling out a chunk of their marketing budget for a landing page tool, they want to be sure that it’s worth the investment.

So as I compiled this list, I kept a few criteria in mind and measured each platform against a free alternative to assess its value.

The Criteria

The primary criteria for making this list was quality. Would the landing pages provided by these tools actually convert?

Next, I weighed price. This is a major consideration for most businesses, so it made sense to make it a factor in my rankings.

For services offering price points based on monthly visitors, I refused to consider anything below 5,000 monthly visitors because frankly, that is just ridiculous.

I also considered features or the set of tools each option offers beyond standard landing page creation. Although your primary goal when using any of these platforms will be to launch a page, the additional capabilities available can make a huge difference in your campaign’s results.

Finally, I factored in support. I wanted to know how easy is it to contact each company, and what kind of help someone can expect if they run into problems.

After all, no tool is perfect — and when you run into issues, you want to be sure that the company will help you resolve them as quickly as possible.

The “Control”: IM Creator

Whenever I’m compiling lists of tools, I always like to start out with a free option.

This provides a nice baseline to consider as you evaluate whether or not it’s worth it to shell out limited resources for a landing page service.

In this case, that “control” is IM Creator, the best free landing page builder out there


IM Creator will not give you an ideal landing page with no effort.

In fact, it’s more of a 3-click option than a 1-click. It will, however, allow you to create an attractive, usable landing page easily at no monetary cost.

For WordPress users with no coding background, it might be tricky to integrate the platform’s signup forms into an HTML page. But if you’re still building your site and have the ability to edit your code, this is a great option that won’t add to your expenses.

Of course, anything free is free for a reason. In this case, the pages include IM Creator branding, don’t allow for eCommerce integration, and don’t include any form of support.

Plus, hosting your landing page on your own domain requires an additional fee.

That said, if the landing page service you’re evaluating doesn’t provide much more value than IM Creator, you might want to reconsider if it’s worth the extra expense every month and try a free landing page builder.

With this in mind as a baseline, let’s get into the seven services I’ve identified as some of the best for simple landing pages that convert.

We’ll do this in a countdown format, working our way up from platforms that will get the job done to those that provide some of the most effective results possible.

7. PageWiz

Our first option, PageWiz, keeps the focus on speed and simplicity.


Cost: Starting at $25 per month for 5,000 monthly visitors

As soon as you land on the company’s site, you’re told that you’re “literally minutes away from having a landing page campaign up & running on the web.”

Right from the start, it’s clear that the platform’s focus is helping subscribers launch pages quickly and easily.

It doesn’t claim to offer state-of-the-art features (because it doesn’t), but at this price point, it’s a great deal. Plus, the company uses a modern, matte design concept for many of their designs.

This feels trendy and unique — so it’s not immediately obvious that these pages are made from a template. No other landing page service I reviewed allows subscribers to replicate this modern design type, making it a feature that’s unique to PageWiz.

From there, the service includes a user-friendly visual editor, plus unlimited A/B testing for all of its plans.


While all of the services on this list offer A/B testing functionality, many only include it with plans at a much higher price point, making this a notable inclusion.

PageWiz also offers the full slate of professional integration you’d expect from a landing page builder, with platforms like MailChimp, Salesforce, and Zapier.

The platform also offers white label email marketing services, so that subscribers can send automated emails free from PageWiz branding.


To round things out, PageWiz is highly reviewed in the customer support department, and their website features live chat and easy-to-find contact info.

All in all, it’s is a solid option — and at $25 per month, it’s a great starting point for marketers who want to launch effective landing pages with cheap landing page software.

6. Lander App

Next on our list is Lander. To sum it up, this platform does everything well, but nothing exceptional.


Cost: Starting at $25 per month for 5,000 monthly views

Their landing page templates are limited, but they are clean and modern.

They also align very well with conversion optimization principles.

Right from the start, Lander’s website is straightforward and easy to navigate. Their homepage explains that they offer “100+ ready-made landing page templates” and encourages visitors to “Start building landing pages in minutes with the best landing page designs!”

From there, the site’s templates include versions for various industries and offer types, including products & services, webinars & events, portfolio pages, “coming soon” pages, and eCommerce pages.


And no matter which template you choose, you can customize it in Lander’s visual editor.


All you have to do is drag and drop elements to where you want them on your page. This enables you to make each one look how you want, without messing with CSS or HTML.

Feature-wise, Lander is one of the few to offer A/B testing at every price point. This is a huge advantage if you know you want to test your pages for conversions right from the start, but don’t want to pay additional fees to do so.

Another feature that stands out is the ability to enable dynamic text replacement, or DTR. This means you can set certain text elements in your landing pages to match the keywords in your PPC campaigns automatically.

So if you run AdWords campaigns with multiple keywords and ad sets, you can integrate your page with AdWords dynamic keyword insertion, or DKI. This way, if you want to direct multiple keywords to the same landing page, you can make the page relevant to each visitor.

Lander’s pages are also easily integrated with PayPal, social media, Mailchimp, Salesforce, and all the other entities you’d expect with a premium service.

In terms of support, the site makes it easy to get in touch. From the moment you reach the Lander homepage, you are two clicks away from their contact form, which is located exactly where you’d expect it to be.

Plus, two customer service reps are listed next to the contact form with phone numbers included in case your question is a bit more urgent.

This may sound like a mediocre review, but in a market where most landing page hosting tools have at least one major deficiency, Lander stands out as being one of the most well-rounded services available.

You won’t be overcharged. You won’t get a crappy landing page. And you won’t have to work your way through a maze in order to get your question answered.

Sounds good to me!

5. Landingi

Next on our list is Landingi, which claims to be the “Landing Page Builder for non-programmers.”


Cost: Starting at $29 per month (if you pay annually)

Landingi offers a great selection of templates and email marketing integrations at each price point.

The platform also offers a straightforward visual editor, making it easy to modify all of its pre-designed templates.


In terms of features, Landingi includes everything you would expect, plus a free image library to supply your landing pages with high-quality visuals, and a “one-click publishing” tool to help you get your pages up and running as quickly as possible.

The platform also captures lead information. Although the interface isn’t as complex as a standalone CRM tool, it’s pretty good for a built-in addition, and can help you manage the form submissions you generate from your landing page.


Another helpful feature is its in-platform analytics. Again, this tool doesn’t provide the level of insight you’d gain from a tool like Google Analytics — but it’s conveniently located in the tool’s dashboard, and can give you an at-a-glance overview of your page’s results.


Overall, $29 per month for unlimited visitors and a great selection of templates is enough to earn Landingi the #5 spot on our list.

4. Instapage

Instapage claims to be “the most powerful landing page platform for marketing teams and agencies,” and this focus is apparent in the platform’s collaboration tools.


Cost: Starting at $99 per month billed annually, for up to 30,000 unique visitors per month

Instapage has a very large, high-quality selection of templates. While there are some sleeker, flashier options available, you won’t go wrong with an Instapage landing page.

Plus, with over 200 templates, you have plenty of options. In fact, I placed Instapage ahead of Landingi largely because of their bigger template selection.

Much like the other tools we’ve covered so far, Instapage benefits from an extremely simple, user-friendly interface. You won’t need a month to figure the software out.

But one of the features that sets the platform apart from its competitors is its focus on teamwork. While most landing page builders make it easy for one person to edit and customize a page, Instapage is designed to make collaboration easy.

Instead of providing feedback and suggesting edits in a third-party project management tool, teams can add instant feedback and markups to page drafts. They can also make real-time edits to make sure that everyone is always on the same page.


If launching a landing page on your site requires approval and input from multiple people, this feature could help you speed up the process and get your pages launched as quickly as possible.

But beyond that, many of the platform’s best features, like unlimited A/B testing, heatmaps, dynamic text replacement, and advertising attribution analytics are only available for subscribers of the tool’s higher-level plans.

For example, those who subscribe to one of the company’s plans priced at $99+ per month can integrate their landing pages directly with Google’s suite of tools, including Analytics, AdWords, and Tag Manager.


They can also set up their pages to pass information directly to other marketing automation or CRM tools to simplify the tracking process.

For example, advertisers who use additional ad networks with drop-in pixel tracking can connect their landing pages with their campaigns easily.

Marketers can also integrate their preferred analytics tool to access all of the metrics they need directly in the platform’s built-in reporting dashboard.


In terms of support, Instapage offers a robust Help Center, including video tutorials, plus a Live Chat feature.

They also offer a “Customer Success Manager” but only for Enterprise-level subscribers. The pricing for this plan is “customized,” but presumably more than the Core plan, which costs $99 per month.

Still, given the extensive template options and stellar support, Instapage is a fantastic option for creating effective landing pages, particularly for teams.

3. Wishpond

Wishpond is another service that does a lot of things well.


Cost: Starting at $49 per month for up to 1,000 leads

With a starting price of $49 per month, Wishpond is one of the few services that doesn’t put a cap based on visitors for its lowest-level plan.

But it does put a cap on the number of leads you can generate with your page, and the basic plan limits subscribers to 1,000 leads per month. They can bump this number up to 2,500 leads for $99 per month, or 10,000 for $199 per month.

Unlike Lander, Wishpond doesn’t offer A/B testing at its lowest price point.

Still, Wishpond’s landing pages are slightly better quality than Lander’s, in my opinion, and the platform offers a few other features that give it the edge.

It’s worth noting that Wishpond caters to two different types of marketers.

If you’re simply looking to build landing pages, you’d fall into their “Do It Yourself” category.

But the company also offers more hands-on campaign management for those who are looking to hand off more of their marketing tasks to a team of experts.


This second option isn’t for everyone, but if you’re considering outsourcing parts of your marketing campaign, this could make Wishpond a logical choice.

For subscribers who opt for this type of plan, the company manages their campaigns all the way from advertising platform selection. They determine the appropriate budget and target audience, then run tests to optimize ad design and messaging.

They also manage the landing page design process to maximize conversions and ensure that each page is appropriate for the company’s business goals.

For subscribers who don’t opt for this type of plan, Wishpond still offers several compelling features. The most notable is their built-in email automation tool.

Just like the site’s landing page builder, their email builder makes it easy to create visually appealing email content with a drag-and-drop editor.

From there, you can create automated campaigns that send targeted emails to the visitors that convert on your landing pages. These campaigns are designed to nurture leads and move them through the sales funnel.


You can also segment email lists to make sure that each subscriber receives relevant content, and enable notifications so that you know as soon as a visitor becomes a lead.

The company takes segmentation a step further by allowing subscribers to manage and analyze individual leads.


With this insight, it’s easy to see which leads are qualified and pass them right along to the sales team.

Finally, one of my favorite features with Wishpond is the ability to create opt-in popups. I can’t say I love popups as a user, but marketing research has clearly demonstrated that opt-in popups are extremely effective at generating conversions.

Typically, purchasing an opt-in pop-up tool from a third-party service like OptinMonster requires an additional subscription fee of anywhere from $9 to $199 per month.

Having that feature included is a huge value booster from Wishpond. So if you’re interested in adding pop-ups to your site, or are interested in eliminating the monthly fee you currently pay from a pop-up service, this could be the right option for your site.

2. Unbounce

If you’ve spent any time at all researching conversion rate optimization, you’ve likely already heard of Unbounce. The company is a well-known leader in landing page optimization.


Cost: Starting at $79 per month for 75 landing pages

Unbounce is certainly not the cheapest initial offering, but even their lowest-level plan comes with a pretty impressive set of features.

For starters, it includes 75 landing pages and eight pop-ups and sticky bars.

Marketers can opt to launch landing pages based on Unbounce’s templates or create new, custom pages from scratch. And naturally, the platform includes a user-friendly drag-and-drop editor.


The editor is fairly standard, but in terms of quality, the templates themselves stand out from many of the other options on our list. They appear polished and professional right from the start.

Plus, this editor allows subscribers to customize pop-ups, sticky bars, and other conversion-focused elements.

For example, if you want to reduce the number of visitors who abandon a specific page, you can use Unbounce to create exit-intent pop-ups that match the rest of the page’s content.


You can also customize the triggers for these pop-ups and set your targeting preferences so that you have full control over which visitors see them. This will help you ensure that you’re always serving relevant offers to your visitors.

From there, Unbounce’s biggest advantage and the most well-known feature is its set of A/B testing tools.

The tools put Unbounce on an entirely different level from the other options on this list (and it’s the only one that we included on our list of the 6 Best Testing Software Services for Small Business).

The platform offers a full suite of tools for creating variants, learning about site visitors, and optimizing pages for conversions.


Plus, all of its plans come with unlimited tests. So if A/B testing is a priority for your business, Unbounce could be a great choice.

Its basic plan also includes dynamic text replacement, plus integration with platforms like WordPress, HubSpot, Zapier, and Infusionsoft.

The best way to summarize this platform is a quote right from Unbounce’s site: it’s “a platform you’ll never outgrow.” It may take some time to fully maximize its capabilities, but if you go with this platform, you can be confident that you’re getting a powerful tool.

1. Leadpages

After some extensive analysis, I’m giving the top spot on this list to Leadpages.


Cost: Starting at $25 per month for unlimited visitors

Are you surprised that the top tool on this list is one of the cheapest landing page builder options?

So was I.

While Leadpages doesn’t offer quite as many features as some of the other tools on this list, the features that it does offer are an incredible value at $25 a month.

So if you’re looking to create a simple, effective landing page without maxing out your marketing budget, this could be the tool for you.

For starters, Leadpages’ most basic plan includes unlimited landing pages with unlimited traffic ad leads, plus 160+ templates from which to create those landing pages.

In their template library, you’ll find options tailored to an extremely wide range of industries, too. So whether your business is a dental practice or a yoga studio, you’ll most likely be able to find something that’s appropriate for your needs.


The platform’s basic plan also includes an unlimited number of pop-up forms to help you reduce cart abandonment and convert more leads.


From there, one of the platform’s most unique features is its integration capability with Facebook.

Marketers can use Leadpages’ Facebook Ad Builder tool to create ads that match their landing page’s content instantly. This way, there’s no disconnect between the campaign and the landing page it sends traffic to.


If you want to step up your Facebook campaigns, this could be the perfect way to do so.

Like Unbounce, Leadpages was created specifically with landing page conversions in mind. But unlike Unbounce, Leadpages doesn’t stop at the page itself.

While most platforms only offer advanced support to their higher-level subscribers, Leadpages includes a weekly “Q&A Coaching Call” with all of its plans to help everyone make the most of their marketing campaigns.

Plus, its integration with 40+ platforms means it’s easy to use Leadpages with almost any of the tools you’re already using.

In my estimation, the features offered at this extremely low price point make Leadpages the best value on this list.

But overall, any option mentioned in this guide can be a good choice for your business. Though they vary in price points and specific features, they’re all designed with one common goal in mind: Convert more leads.

If you’re struggling to choose a landing page tool for your business, start by identifying what your business needs.

Then, review this list and determine which of these options meet those needs. In most cases, it makes sense to choose the one that can deliver exactly what you’re looking for at the lowest price.

If you need advanced functionality or are planning to expand your landing page creation and testing in the future, going with one of the more costly options might be a wise choice.

But if all you need is a few basic landing pages, you don’t have to wreck your marketing budget.

There are plenty of tools here that can help you accomplish exactly what you need — for as low as $25 per month.

High-Converting Landing Page Examples

Now that you know what a landing page is and how you can create one fairly easily, let’s talk about what you need to make a really good landing page.

All high-converting landing pages have the same nine elements:

  1. A great title
  2. Persuasive subheads
  3. Good imagery
  4. An explanation of the product or service
  5. A reference to your customer’s pain point
  6. A reference to how your product or service fills an emotional need
  7. Many opportunities to contact you
  8. A guarantee
  9. A powerful call to action

We’ve written about these in more detail, here. Let’s look at two examples of great landing pages that apply these elements.

1. Philips Black Friday Landing Page

Philips created a landing page just for Black Friday deals, complete with a countdown clock (a feature that addresses visitors’ fear of missing out, or pain).


It has a straightforward title, good imagery of their products, an offer of exclusivity (pleasure) by signing up for their updates, a guarantee of savings, and opportunity to sign up for their newsletter.


It is simple and straightforward, eliminating any confusion for visitors. They know exactly what to do and exactly what they will get in return.

2. SEMrush

SEMrush’s homepage serves as a simple, focused landing page for potential customers. The stunning image of the Milky Way gives the sense of endless possibility. The title and subhead tell you exactly what it is, and the CTA is front and center. Below, the guarantee of good service is evident by the big names who “trust” SEMrush.

And if you’re still not sure what to do, a chatbot pops up offering instant assistance.


The point is, both of these examples keep it simple. They put their message and their CTA right in front of the visitor, making it very clear what they’re supposed to do and why they should do it.

A good landing page tool should help you create something similar easily.


Landing pages can make or break a campaign’s success. They’re where website visitors determine whether to convert and become valuable customers — or not.

This means it’s more than worth it to invest some time and money into developing great landing pages. Though this requires more work upfront than sending ad campaign traffic to an existing page, it will yield much better results in the long term.

And though creating effective landing pages can be tough, each of the seven platforms listed in this guide can help you do just that.

In fact, I’m confident that any option on this list can be a good choice for your business.

So if you’re ready to start generating more leads and sales from your ad campaigns, it’s time to get serious about your landing pages.

Choose an option from the list above, and start creating.



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David Zheng

David Zheng is the Editor in Chief at CrazyEgg, Founder of GrowthWit and WiseMerchant and the Head of Growth at BuildFire. He helps influencers, ecommerce brands, venture backed startups, and Fortune 500 companies grow their traffic and revenue online.


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  1. lee says:
    June 6, 2017 at 7:58 pm

    I compared Instapage and IM Creator. Instapage is expensive in comparison but it only took minutes. IM Creator took hours, and I am still unsure what I paid for at 7.95 per month. If you value your time, Instapage is a better bet.

  2. hemant yadav says:
    April 19, 2017 at 4:16 am

    I think thrive content builder is a great platform. But when it comes to manage everything behind the landing page, I prefer lander.
    Thanks for sharing

  3. Rick Mead says:
    November 25, 2016 at 12:53 pm

    Is landing page monkey worth a look? Any feedback?

  4. Will Haire says:
    June 28, 2016 at 9:29 am

    Great article, I was torn between Wishpond, Ubounce and Leadpages. I think I will give Leadpages a shot, and let you know how it goes. Thanks for insight! – WIll H.

  5. Carrie Groneman says:
    May 4, 2016 at 11:15 pm

    Hello Jacob,
    I appreciate this article.
    After researching, looking into hiring someone and looking at this list, I’m wondering if I need to write my own landing pages in order to promote and sell my cookbook on one, and on another landing page my novel (adding more later).
    Can you give me advice on how to do this please? The services are so confusing and I have a lot of visitors a month to my site
    I want quality, fabulous and stunning page! Any ideas or advice please?
    Thank you so much for your time, Carrie

    • Tim says:
      February 7, 2017 at 8:08 pm

      Hey Carrie, I saw your post, albeit about 9 months too late. Did you get the service and results you were looking for creating your own landing pages?

  6. Anonymous says:
    January 7, 2016 at 1:52 pm

    Leadpages are good. I am surprised to not see thrivethemes builder in the list. It is one of the best landing page creator till date.

  7. juliet says:
    December 4, 2015 at 1:00 pm

    After looking at all the landing page services and having trouble with Wishpond and Getresponse, I have decided to just create a one page landing page off of my hosting provider of my website.Getresponse is too slow in creating a landing page and so is Wishpond.I think Wishpond tends to freeze while creating a landing page.Getresponse has a horrible customer service response, half of the people are still in training and most of them do not know the software….

    • Prithvi Raj says:
      October 16, 2017 at 4:41 pm

      This is true with many of these providers. I wish there was a clean and easy solution.

  8. Gustavo says:
    November 18, 2015 at 1:24 pm

    Hi Jacob, Great article!
    I am in choice making process of a landing pages solution to offer to my clients.
    I am testing both Leadpages and Unbounce, and there is a quite big difference that concerns me. Leadpages use popout forms and Unbounce forms are shown directly on the landing page. I am using the service as a complement to our Facebook and Google Campaigns and really think that putting another click between the Ad and the lead generation is not a good idea at all. I have seen a video form Leadpages pointing this as a tool to grow leads generation, but the examples they show are website assets to suscribe newsletters, not Ads. What do you think about this? Maybe you have already wrote something about this.
    Thanks again!

    • Jacob McMillen says:
      November 19, 2015 at 7:37 pm

      I definitely understand your hesitation with requiring an additional click Gustavo, and I tend to share your concern.

      I’m pretty sure there are LeadPages templates with the option for direct-enter. Shoot their customer support an email and check. If not, I’d just A/B test the two and see if the extra click makes any difference for your particular audience.

  9. Innokabi says:
    November 16, 2015 at 6:31 am

    Very good post, Jacob, and very good tools. I have tried some of them. To complete de post, I have been using Strickingly as well. Very easy, but with not too many templates. Thanks and best regards.

  10. Glenn says:
    October 21, 2015 at 8:46 am

    Hello Jacob

    Great article. I just wanted to point out a typo in paragraph 2.

    “when something as simple as one word can double or halve conversions, it can impossible for you to identify whether you need more tweaking or a brand new concept.”

  11. Matt says:
    September 22, 2015 at 9:55 am

    I disagree with the #1 spot. I’ve tried both unbounce and lead pages and unbounce is by far the superior product. You’re extremely restricted with the design on leadpages. If one of their standard templates doesn’t match your business, you’re basically stuck with templates that don’t fit your needs. Unbounce’s drag and drop landing page builder gives you the freedom to make virtually any landing page.

    • Jacob McMillen says:
      September 22, 2015 at 7:55 pm

      Hey Matt, that’s 100% valid. It really depends entirely on what you need. I work with a lot of clients who need simplicity and the additional optin features only LeadPages is offering. For more advanced users who want the ability to create what they have in mind and are willing to learn how to make that happen, Unbounce is definitely the way to go.

  12. Ged Ward says:
    September 21, 2015 at 11:19 pm

    Great list and thanks for the different vies on each product.

  13. Aloysius A. says:
    August 27, 2015 at 1:26 am

    Why…? Why didn’t you all just use the WHY?

    If someone is looking for the best landing page builder, then I would recommend FrontMeter (especially their ProScanner feature) or LeadPages – Rest is the noise


  14. Mike Dane says:
    August 10, 2015 at 6:57 am

    Thanks Jacob , i was doing research on this topic and had some confusions but thanks to you, i learnt a lot from this article 🙂

    • Jacob McMillen says:
      August 10, 2015 at 4:01 pm

      Glad it helped, Mike! This was 8 months ago, so as an update, I’ll add that I have yet to meet someone disappointed with LeadPages.

  15. Cathy Goodwin says:
    June 23, 2015 at 12:58 pm

    Just came across this post well after publication, and wish I’ seen it when I was shopping around. I tried some options on this list and ended up with LeadPages because it is SO easy to use. I end up saving a bundle on customization and training, and my opt-ins rose almost immediately.

    I do get concerned about what happens as they grow, but so far the customer service has been amazing. Their email response turnaround time usually can be measured in hours and they’re patient with my endless questions. I didn’t look for a contact button – just support.

    I’d like to see more flexibility and a supported drag-and-drop but when I complain, someone just reminds me of what happened BLP (Before Lead Pages) vs ALP.

    • Jacob McMillen says:
      June 23, 2015 at 1:07 pm

      Hey Cathy,

      I’m glad LeadPages worked out for you. I hear praises about their service all the time, which tells me they work well for a wide variety of clients.

    • Bob Jenkins says:
      June 23, 2015 at 1:27 pm

      Hi Cathy, thanks for your great comment and rocking along with your LeadPages! We’re excited for what we’ve put together and what’s ahead.

      As for growing pains, our leadership at all levels is constantly watching out for growth traps that negatively impact customer experience. Hiring is rigorous so our tech support folks remain awesome. Happy to say that we get it right most of the time 🙂 We’ve been named #12 small business to work for in all of Minnesota.

      Also we recently received $27million in venture financing (Series B), so we have plenty of risk tolerance for more innovation, good hiring, etc. So one of the cool things we offer is longevity, stability, and responsiveness.

  16. Lee Nichols says:
    June 18, 2015 at 10:39 am

    Hi. A treasure trove of info!

    One question: What does “5,000 visitors per month?” Do they give you 5,000 visitors, or you are allowed to receive up to 5,000?…. etc.

    Many thanks for such a self-empowering post. Raises my confidence just recognizing that there are so many great tools for leaping into this ‘internets’ thingie. :-))

    Best post I’ve read this month. Much appreciated, Jacob!

    • Jacob McMillen says:
      June 23, 2015 at 1:04 pm

      Hey Lee,

      Great question. “5,000 visitors per month” means the number of visitors to your landing page. So essentially, once you begin getting more than 5,000 visitors per month to your landing pages, the monthly rate you pay will go up.

  17. Stephanie says:
    May 13, 2015 at 12:09 pm

    Hey Jacob,
    I enjoyed your article, but I wish you included Kickoff Labs. I wasted so much time with these three other different landing page providers in your review and was frustrated by their limited functionalty, glitches, slow and cursory customer service, and unjustified pricing. Kickoff Labs seems to be the only landing page provider that is the whole package. I strongly suggest you check them out. They’re head and shoulders above many of the options out there, imo.

  18. Izzy Palmerin says:
    February 11, 2015 at 8:04 pm

    Hi Jacob, really great post… I just noticed one tiny omisison: KickoffLabs isn’t on your list.

    We’ve heard firsthand from customers how they prefer our product thanks to ease of use and quick implementation. To top it off, people love our fast and friendly customer support.

    With unlimited traffic, social referrals, a/b testing and more… you really should give us a shot!

    • Faizal says:
      September 13, 2015 at 10:05 am

      Hi Jacob,

      I’m a former user of KickoffLabs, and will likely subscribe again soon.
      For me, the main reason I choose them is due to the absolutely fantastic customer support. Hands down one of the best I’ve ever had the pleasure of dealing with.

      Functionality-wise, they aren’t exceptional, but when you encounter issues (and each beginner WILL) and need help, you will see the true value of subscribing to them.

      You should definitely give them a shot.

  19. Kobe Ben Itamar says:
    December 23, 2014 at 5:20 am

    Jacob, I’m glad to see Pagewiz ranked so high on your reviewed landing page products list!
    Means a lot to us, after having worked so hard in terms of product capabilities, simplicity & support.

    We’ve recently added the ability to include multiple forms on each landing page you create (no other platform will allow you to do that, to my knowledge), which can be great for long landing pages, which require several Call to Action points.

    On top of that – you can customize the form however you like by ungrouping the form elements (another value offered uniquely by Pagewiz) and designing each one separately – for a more pixel perfect design experience.

    Congratulations on a non-biased products review, which probably required a big effort on your end.

    • Jacob McMillen says:
      January 8, 2015 at 1:48 am

      Thanks for your comment Kobe. It was certainly time consuming but also very intriguing to see what is being offered. Keep up the good work!

  20. Chris Weagon says:
    December 18, 2014 at 3:22 am

    Thanks, Jacob.
    Do you really believe that these online software services work?
    I’ve tried wishpond a couple of times and I didn’t see any difference, so I would exclude it from the list.
    Best regards,

    • Jacob McMillen says:
      January 8, 2015 at 1:45 am

      Hey Chris, great question.

      I wouldn’t have written this article if I didn’t beleive these services were beneficial. As I explain in my most recent article, however, “ready made” landing pages aren’t actually ready straight out of the box.

      These services provide templates. If you know what you’re doing or want to invest the time in learning, you obviously have a lot more flexibility learning from scratch. These services allow owners or marketers to delegate conversion optimized design expertise to a company that has made it their primary pursuit. It’s freeing in the sense that it is limiting.

      So to answer your question, I would say that yes, they do work if used correctly.

      Thanks for commenting!

  21. Jackiejones says:
    December 17, 2014 at 6:06 am

    Very well written review in detail.I found some very useful resources here. Thanks a lot for sharing.Really worth reading.

    • Kathryn Aragon says:
      December 17, 2014 at 9:53 am

      Thanks, Jackie! Glad you found it useful.

  22. Steven Kryger says:
    December 10, 2014 at 7:18 pm

    Hi Jacob, great review! I’ve been doing some research into landing page tools recently and had the same observation about LeadPages. It looks like an excellent product, but the fact that it’s so difficult to find contact details (and you need to post support questions on a Google+ page) was a big red flag. While they’re the front runner for me, this has stalled my decision making process.

    • Jacob McMillen says:
      January 8, 2015 at 1:34 am

      Hey Steven, thanks for commenting.

      I was very hesitant as well. If you scroll down in the comments, a LeadPages rep has elaborated on the support process. It seems there is a dedicated network available for customers after-login, which certaintly makes sense.

      Best of luck with your landing pages!

  23. Tia Kelly says:
    December 10, 2014 at 5:45 pm

    Hey Jacob! It’s very much appreciated that you included Unbounce high on this list.

    We really pride ourselves on providing exceptional customer service—every person who contacts us is treated the same and can expect a very quick response, regardless of the plan they’re on (or even if they’re not a customer yet).

    Plus, we now allow you to build landing pages that are fully responsive, and offer Dynamic Text Replacement on our pro plans (PPC marketers especially love these features!)

    Anyway, great compilation. Kudos to you for going through the lengthy research steps to do a comparative review 🙂

    • Jacob McMillen says:
      December 10, 2014 at 7:36 pm

      Thanks for the feedback Tia. Unbounce is an exceptional offering. I appreciate you giving our readers insight into some additional features not covered in my review!

    • Chris says:
      March 17, 2016 at 4:50 pm

      I spent a great deal of time on Unbounce, and their landing pages are NOT responsive. You can spend time building the desktop look, click on mobile, and see you have a fresh half hour of work to re-arrange things to display correctly. Then click back to desktop, and see that DESKTOP elements have been re-arranged by the mobile placement. Very frustrating time spent with Unbounce.

  24. Luke Boobyer says:
    December 10, 2014 at 6:14 am

    Some good resources here. I’ve used both Unbounce and LeadPages before but I’ve always gone back to Unbounce as I’ve found it a bit more flexible and easy to use.

    • Kathryn Aragon says:
      December 10, 2014 at 9:03 am

      Good to know, Luke. Thanks for sharing your experience.

    • Tia Kelly says:
      December 10, 2014 at 5:47 pm

      Thanks for your vote of confidence, Luke 🙂 Our builder’s flexibility really seems to resonate with professional marketers.

  25. Jordan says:
    December 9, 2014 at 11:36 pm

    Hi Jacob,

    I think you forgot to meintion mobile responsiveness. On one hand, you have companies that offer a lot of costumization, however, you still need to create a separate mobile page, on the other hand companies that are fully mobile but don’t offer a lot of flexiblity.

    At Wishpond we believe that support is extremelly important. I may be wrong, but as far as I know Wishpond is the only company on the list that provides North America based support (Vancouver) 24/7. If you go to our website you can see someone is on live chat.

    • Jacob McMillen says:
      December 10, 2014 at 12:30 pm

      Hey Jordan,

      I’m glad you mentioned this. Mobile responsivenes is definitely important.

      I didn’t focus on mobile for the purpose of this review because in terms of landing pages, mobile is a completely different animal. A lot of desktop conversion is based on above the fold placement, a concept that can’t be compared apples-to-apples with mobile engagement.

      • marco says:
        February 6, 2015 at 3:24 pm

        Hi guys, i’m looking for a good review about landing pages focus on mobile, my target is in Brazil 13 to 20 years old and they all have smartphones but only a few have computers, i do advertisiment on facebook, and mobile give me 85% of the results. Any advise??

        • Kathryn Aragon says:
          February 7, 2015 at 10:06 am

          I haven’t heard if any of these are responsive. But if your website theme is responsive, you might look at Thrive. It’s a plugin that allows you to build really attractive landing pages on your own pages and posts (not hosted elsewhere).

        • Bob Jenkins says:
          February 7, 2015 at 2:39 pm

          Hi Marco – all the LeadPages templates are mobile responsive from the start, without having to design a separate landing page. Additionally, you CAN create an automatic redirect from one customized LeadPage to another based on if the users are on a mobile device or not.

          • Kathryn Aragon says:
            February 7, 2015 at 4:01 pm

            Thanks for your help, Bob!

  26. Tyson Quick says:
    December 9, 2014 at 4:29 pm

    Hey Jacob, thank you for the review. We’re happy to make it on your list. I do want to point out a few things to help fine tune the review if you don’t mind.

    1. We like to keep our brand as Instapage (no capital P)
    2. We actually offer A/B testing and all integrations other then Salesforce & Infusionsoft 100% free
    3. We have a pop up option just like LeadPages as well, however we allow 100% customization

    Thanks again Jacob, maybe this new information might change your mind on the ranking as well 😉

    • Jacob McMillen says:
      December 9, 2014 at 6:09 pm

      Hey Tyson, thanks for the update.

      1) I apologize for the branding error. I’ve corrected it in the article.
      2) I did actually mention this in the review!
      3) Good to know about the popup optins. I re-checked both your feature page and pricing page, and neither list popup optin forms. I think that’s a pretty big selling point, so you might consider listing it on those pages.

      Thanks for the feedback!

  27. Eric says:
    December 9, 2014 at 10:29 am

    Great tools and tips Jacob!
    Like any other business, you need to make a great first impression.

    That first impression is the web page where visitors will decide to sign up – or not. It’s the cornerstone of your email marketing business. That’s where it all starts, when you persuade somebody to “opt into” your list.

    To give people the opportunity to opt-in, you need to create what’s called a “converting” opt-in page.

    What kind of opt-in pages “convert”? Jacob listed 7 and its hard to beat the #1 on his list.

    An opt-in page is a web page where people can… drumroll… “opt into” your email list!

    The reason we say they “opt in” is because they have the option to subscribe to your list, or not. No one is forcing them. They are voluntarily asking you to send them your newsletter when they enter their email and click that button.

    It’s pretty obvious that the way your opt-in page looks, and what it says, must be convincing if people are going to opt-in. That opt-in page is your one opportunity to make them eager to become subscribers.

    The success of your business depends on your opt-in page getting as many subscribers as possible. So it has to look right, say the right things, and focus on just one thing: getting that email.

    This what a great resouce list to pass around.


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