Landing pages are essential for lead generation and driving conversions in 2024. With the right landing page builder, you can quickly create customized pages that capture contacts and convert visitors into customers.
In this guide, we compare the top 13 landing page builders to help you find the best fit for your business.
What is a Landing Page and Why Do You Need One?
A landing page is a standalone web page that encourages visitors to take a specific action. This may involve capturing a lead by collecting an email address or phone number. Or it may drive a purchase through an ecommerce checkout flow.
Well-designed landing pages can significantly boost conversions compared to sending traffic to your regular website pages. Some key advantages include:
- Focused call-to-action and messaging to drive conversions
- Minimal distractions to keep visitors‘ attention
- Lead capture forms for generating sales prospects
- Retargeting through pixels and integrations
With tools like popups and sticky bars, you can also use landing pages to capture leads from existing website traffic.
Landing pages like this optimized lead capture template can dramatically increase conversions compared to typical website pages.
Key Features to Look for in a Landing Page Builder
When evaluating landing page builders, some key capabilities to look for include:
Drag-and-Drop Editors: Look for an easy-to-use visual editor to customize page designs and content without coding.
Templates: Pre-designed templates allow you to quickly build relevant pages for different industries and layouts.
Lead Integrations: The ability to connect landing pages to CRMs, email marketing, and other sales tools to manage captured leads.
A/B Testing: Test different page variations against each other to determine what content and layouts give the best conversion rates.
Speed Optimization: Fast page load speeds are essential, especially on mobile. Look for page caching, compression, global CDNs, and other speed boosting tools.
Now let‘s dive into the top landing page builder options for 2024:
Best Landing Page Builders – Comparison 2023
| Page Builder | Best For | Key Features | Starting Price |
|---|---|---|---|
| Unbounce | Best Overall | Smart Builder AI tool, Smart Traffic, 125+ content blocks | $99/mo |
| Leadpages | Highest Converting Templates | 250+ templates, real-time conversion data, simple editor | $37/mo |
| Instapage | Ad Management | Ad workflow builder, personalization, collabs, A/B testing | $199/mo |
| ConvertKit | Bloggers | Email opt-in forms, automation | $29/mo |
| Landingi | Design Flexibility | Pixel-perfect positioning, 400+ sections and templates | $29/mo |
1. Unbounce – Best Landing Page Builder Overall
Unbounce is our choice as the best overall landing page builder. It strikes a great balance of ease of use and power with some unique innovations.
The AI-powered Smart Builder lets you create full landing page drafts just by answering a few questions. And Unbounce‘s Smart Traffic automatically shows visitors the variation most likely to convert them.
Unbounce also has one of the most flexible classic drag-and-drop editors. It includes over 125 building block templates plus easy custom CSS and javascript editing.
Other handy features include native A/B testing, lead management integrations, popups, and sticky bars for capturing leads across your sites.
Key Features:
- Smart Builder AI landing page generator
- Smart Traffic for automatic conversion optimization
- Over 125 modular design blocks
- Popups, sticky bars, and landing pages
- A/B testing and analytics
Pricing: Starts at $99/mo with a free 14-day trial
Unbounce‘s flexible drag-and-drop editor with AI-enhancements makes landing page creation intuitive
2. Leadpages – Easiest High Converting Templates
If you want great looking, high-converting landing page template designs right out of the box, Leadpages is a leading choice.
It offers a library of over 250 templates designed for conversions across industries like lead generation, webinars, ecommerce, and more. Each template provides real-time conversion rate data so you can pick proven layouts.
Leadpages also has one of the simplest drag and drop editors for easily customizing templates. And handy features like the AI writing assistant help optimize your copy.
Dynamic content options allow personalizing pages for different visitors to improve relevance. And tight integration with email and payment platforms makes managing leads and transactions easy.
Key Features:
- Over 250 conversion-optimized templates
- Drag-and-drop editor
- AI writing assistant
- Dynamic content and personalization
- Email and payment platform integrations
Pricing: Starts at $37/mo with a 14-day free trial
Leadpages making landing page customization easy through conversion-focused templates
3. Instapage – Best for Ad Management
Instapage is designed specifically for post-click landing pages – those reached from paid ads. If you run Google/Facebook Ads, Instapage helps manage them via its visual workflow builder.
The ad management features allow you to map multiple ads to different landing pages for better targeting. Personalization options tailor messaging to visitors by device, location, and more.
Instapage also offers top-notch collaboration with teammates. Features like on-page commenting, revision histories, and approvals help streamline campaigns.
With strong analytics, heatmaps, and A/B testing built-in, Instapage covers all the fundamentals of optimizing pages. The only downside is the relatively high price.
Key Features:
- Visual ad workflow builder
- Ad-to-page personalization
- Team collaboration tools
- A/B testing and analytics
- Over 200 modular design blocks
Pricing: Starts at $199/mo with a free 14-day trial
Instapage optimizing post-click landing pages from ad campaigns
4. ConvertKit – Best For Bloggers
ConvertKit is a favorite landing page builder for bloggers and info marketers. It makes it easy to capture leads from your blog content.
The Forms Builder lets you create multi-field signup forms for visitors to join your email list. Embed these forms anywhere across your site.
ConvertKit‘s Landing Page Editor has drag-and-drop customization for long-form sales letter-style pages. Well-designed templates help maximize conversions.
Built-in email marketing automation allows you to segment and nurture leads that sign up. And tight blog integration helps track opt-ins and subscriber activity right in WordPress.
For bloggers not needing advanced features, ConvertKit provides great value and quick setup.
Key Features:
- Email opt-in forms
- Long-form landing page templates
- Blog integration and analytics
- Email marketing and automation
Pricing: Starts at $29/mo with a 14-day free trial
ConvertKit bringing email opt-in forms and automation to WordPress sites
5. Landingi – Best For Flexible Design
Landingi stands out for offering incredibly flexible page design capabilities for a drag-and-drop editor.
The pixel-perfect positioning feature allows placing elements precisely where you want them without restrictive columns/rows. If you dislike rigid template grids, Landingi delivers detailed design control.
Another innovative feature is Smart Sections – reusable sections for things like testimonials or content blocks. Update a Smart Section once to change it across all landing pages automatically.
With 400+ section and template options, extensive lead integrations, and built-in analytics, Landingi also covers all the expected capabilities for landing page creation and conversions.
Key Features:
- Pixel-perfect flexible editor
- Reusable Smart Sections
- 400+ templates and sections
- Built-in analytics
- Dynamic content options
Pricing: Starts at $29/mo with a free plan
No restrictive grids – Landingi offers pixel-perfect positioning of landing page elements
Now that we‘ve covered the top landing page builders, let‘s analyze some additional data and trends around optimizing landing pages…
Landing Page Conversion Benchmarks and Statistics
Industry benchmarks help gauge how your current landing pages are performing. If conversion rates fall below the following figures, it likely means your pages need further optimization:
| Metric | Industry Benchmark |
|---|---|
| Page Load Time | < 2 seconds |
| Mobile Load Time | < 3 seconds |
| Bounce Rate | 26-40% |
| Conversion Rate | 2-3% |
| Unsubscribe Rate | 0.2% or below |
Source: Unbounce
According to Unbounce, the top-performing landing pages generate 55% higher conversion rates on mobile versus desktop. With Google analytics showing over 50% of search traffic now happening on mobile devices, responsive design and fast loading speeds are clearly critical.
When it comes to page speed, every 1-second delay hurting conversion rates by 7% on average. Slow load times clearly frustrate visitors. Tools that build landing pages on CDN-backed platforms accelerate performance through caching, compression, and streamlined code.
Why Do Businesses Invest in Landing Pages?
Top motivations driving companies to adopt landing page software include:
-
88% Want to Generate More Leads: Landing pages with lead gen forms are the top tactic for capturing contacts from website traffic and ad campaigns.
-
68% Seek Higher Conversions: With focused messaging over generic web pages, landing pages commonly double+ conversion rates.
-
52% Need Better Insights: Built-in analytics reveal what messaging and offers resonate best with each visitor segment.
-
44% Have Limited Design Resources: Visually appealing templates and drag-and-drop editors empower easy customization for non-designers.
Source: Instapage Survey of 1,100+ marketers
For many companies, landing pages deliver over 30% of sales revenue despite receiving just a fraction of total site traffic. Driving visitors directly to conversion-optimized pages has an outsized impact.
Progressive Web Apps vs Traditional Landing Pages
Many major landing page tools now support building pages as progressive web apps (PWAs). PWAs function like mobile apps with fast load times, push notifications, and offline access.
Here‘s how PWAs compare to traditional HTML landing pages:
| Traditional HTML Landing Pages | Progressive Web App Landing Pages | |
|---|---|---|
| Load Speed | Standard | Very Fast (2-3x) |
| Mobile Optimization | Decent | Extremely High |
| Offline Access | No | Yes |
| Push Notifications | No | Yes |
| Distribution | Standard website publishing | App Stores |
For mobile-first tactics, PWAs bring landing page performance closer to native apps. The tradeoff is moderately more complex setup.
Unbounce, Leadpages, and Instapage now integrate PWA building options alongside traditional pages. For most use cases currently, standard responsive landing pages meet needs unless ultra-fast mobile speed is paramount.
Pricing Model Comparison – One Time License vs Monthly
Most landing page builders follow a monthly Software-as-a-Service (SaaS) subscription model. However, a few like OptimizePress offer a one-time license purchase.
Comparing the models:
SaaS Monthly Plans
- Lower Upfront Cost
- Unlimited Updates
- Access Latest Features
- Pay-As-You Go Flexibility
One Time License Purchase
- Higher Initial Price
- Function Locked at Purchase Date
- Self-Hosted Web Hosting Required
- Own License in Perpetuity
Monthly plans tend to work best for frequently updated marketing campaigns. One time purchases keep costs lower long-term for more static landing pages.
ConvertKit takes a mixed approach with monthly plans plus a $299 single site perpetual license. This strikes a balance – avoiding mandatory ongoing fees for basic usage if preferred.
Best Practices For High Converting Landing Pages
Here are a few proven tips to optimize pages for maximum conversions once built inside your landing page editor:
Strong Visual Hierarchy – Use contrast, color, and size to emphasize calls-to-action and supporting page elements over general content.
Prominent Value Proposition – Clearly communicate primary visitor benefit within first screen heights – "Gain X by providing Y"
Relevant and Specific Copy – Speak to one highly targeted persona and tailor messaging to their needs using dynamic content tools as available.
Social Proof Elements – Sprinkle in press logos, credible testimonials, and reviews to establish authority and trust.
Minimize Distractions – Avoid excessive navigation links, unrelated content, and any elements that may divert focus from the core CTA.
Responsive Mobile First Design – Review your landing page on phones to ensure information flows logically and buttons/forms remain visible.
Live Chat Integrations – Let visitors ask questions to a staff member right on-page without needing to pick up the phone or browse elsewhere seeking answers.
SEO Tips for Landing Pages
While driving paid traffic is most common, you can also optimize landing pages for organic search visibility:
-
Research relevant long-tail keyword targets around conversions goals
-
Ensure key phrases naturally appear in page copy and HTML meta data
-
Include related trending topics that complement the core focus
-
Link out to authority domains from side area content when useful for visitors
-
Implement structured data markup to enhance rich snippet potential
-
Populate social meta tags to improve visibility during shares
Though more difficult, ranking landing pages organically earns increasingly qualified visitors over time through relevant search engine placements.
Final Tips For Choosing The Best Landing Page Builder
With the foundations covered on top landing page software options, focus on finding the best fit for your business use case, resources, and budget. Signing up for 1-2 free trials is recommended for hands-on experience before purchasing.
Beyond core functionality, examine the quality of included templates and elements for your industry along with available integrations. Using a tool already tied into your existing martech stack streamlines connecting landing page performance to other systems.
Ease of use is also paramount – landing page software needs to empower your team to efficiently build, edit, test, and optimize pages. Scaled enterprises may require added collaboration capabilities as well.
And don‘t forget to direct equal energy towards compelling offers, actionable call-to-actions, and crafting marketing messages that truly resonate with each landing page visitor once developed. Software alone isn‘t enough – you need substance to make visitors take action.
