What's the best landing page tool for marketers?

Designing and building landing pages can be a labor and skill intensive process; iterations and permutations can be endless, this is why I recommend landing page builders to all the marketers and entrepreneurs I work with. Whether you are a solo team of one, or a team of designers and developers there is great use in leveraging a landing page tool / app / service for your marketing funnel.

How do you decide what tool is the best for you and your team? Thankfully I’ve spent the past 10 years designing and building landing pages with teams of all sizes in all types of industries. I’ll help you decide what tools to test first so that you can save time and money. What’re the big benefits to using a landing page tool?

  • No designers or developers necessary
  • Quickly create a single or series of pages
  • Out of the box A/B testing functionality

Unbounce

Unbounce is a well-known and highly regarded landing page platform  They have a robust library of landing page templates for email capture and social media campaigns. 

They claim “the easiest way to create landing page” (which I agree) but also have complex testing features that make them a great choice for beginners and advanced marketers alike.

Unbounce

Easy & Affordable
$ 79
99+
Monthly or Annual
  • Easy to use
  • Lots of templates
  • Affordable & Scales
#1 Overall

Landingi

Landingi is another great landing page builder, with a very unique feature, the ability to “clone” other landing pages you find on the Internet.  It supports all of the most popular features of other landing page tools, but it is aimed at the more hands on marketers.

Landingi

Easy To Design
$ 11
+
Monthly
  • Zero Code / Easy
  • Great Value
  • Advanced Features
#1 BEGINNERS

InstaPage

Instapage is an advanced landing page builder.  It has similar features as Unbounce but gives you high-end tools like server-side testing, heatmaps, and an advanced conversion analytics dashboard.

InstaPage

Lots Of Features
$ 199
+
Monthly or Annual
  • A/B Testing
  • Lots of Integrations
  • Fast. High Performance.
#1 For Pro's

LeadPages

Leadpages is another landing page tool that doubles as a lead capture tool.  It was one of the first to market so is rich with integrations and features, it is great for marketers at any level. They integrate with a ton of different services for all types of businesses.

LeadPages
Good Integrations
$ 9
99+
Monthly or Annual
  • Lots of Integrations
  • Responsive Widgets
  • Free Custom Domain
BEST PRICING

Strikingly

Strikingly is both a website builder and landing page tool all in one.  They have many features that you’ll want like HTTPS on all pages, a drag-and-drop editor, and custom domain options.  If you are just starting an eCommerce store, they have built-in features to sell your products.

Strikingly

Good No Code Platform
$ 20
+
Monthly or Annual
  • Integrates with GA
  • Simple Tag Setup
  • Site Builder Only

Why use a landing page tool instead of building your own?

What separates landing pages from other pages on your website is often the technology stack, but more importantly a different set of resources. 

Using landing page tools simplifies the process of page building with templates and drag-and-drop editors.

Even if you have a product/engineering/designers they can help develop the first template or versions of your page, but marketers are able to easily edit/update/test without relying on a team.

As a marketer, you need a streamlined way to test multiple variables on your landing page.  Using a tool specifically designed to build landing pages is the best use of your time and energy versus building your pages from a blank page and tying down designer and engineering resources that are expensive.

Landing page tools use varying degrees of tracking / analytics to help you maximize return on investment (ROI). Most of the tools I mentioned above come with features out of the box that you would need to get additionally.

  • User Insights (Heatmaps + Recordings)
  • A/B Testing (Easily Clone/Duplicate/Edit Templates)
  • Personalization / Variable Elements (Change page based on visitor, such as customizing to a search term)
  • Lots of themes available for some platforms

The reason to use one of these tools is simple, save time and money. You trade off a tiny bit of control when it comes to the final web-page, but enables a marketer or entrepreneur to launch and test landing pages effectively.

Considering your audience & visitors when designing your page

Landing pages are bested used as dedicated pages for a specific audience with a clear action, most often to purchase, signup, or contact. The more targeted your audience the more you can better match the copy and creative to their specific persona.

An example of when you could use a landing page if you are a SaaS business to win back your churned or unsubscribed customers more effectively. You can create a landing page addressing specific categories of why someone unsubscribed to win them back, a special offer or extended plans. In this case you know a lot about the possible customer, you can contact them and communicate with them and having a dedicated page to do that takes the process one step further.  This same example could apply to an e-commerce store to win back past customers or unhappy customers. National Academy Of Science Says psychological targeting is an effective approach to persuasion (duh) why not use this on your landing pages?

Landing pages are perfect way to improve paid search / AdWords.

Google rewards having quality content that matches their search terms, both for organic and paid traffic. The common strategy is to use AdWords or Bing paid keywords and send people to your homepage, product page or feature pages. But the best is to take your top paid search keywords and create dedicated landing pages for them. Matching the search query for paid clicks to the content on the page dramatically improves quality score. Google says landing pages are important.

Designing landing pages that actually convert

I wanted to try and compress all of my testing and learnings into a short list for people to follow and expand from. These are just guideposts for you to begin your own testing and learning cycles. For every business finding what works is the process, but keep the fundamentals in mind, invest in copy and creative you’ll be able to find what design really works for you and your customers.

  • Above the fold:
    • Headline with your USP (Unique Selling Proposition)
    • Sub-Headline with Benefit
    • Clear CTA
    • Hero Image / Background that does not distract
  • Copywriting that explains the features and benefits of your products and services.
    • What’re the top 3-5 benefits or objections you must answer about your product / service
    • What is it? Why would I want it? Why is it better than others? Whats my biggest risk you overcome?
  • Trust indicators like badges, privacy policy links, or credit card logos.
  • Social proof like testimonials and success stories.
  • A lead capture form for email opt-ins
  • Repeated CTA throughout the page.

 

Unbounce

Easy & Affordable
$ 79
99+
Monthly or Annual
  • Easy to use
  • Lots of templates
  • Affordable & Scales
#1 Overall

InstaPage

Lots Of Features
$ 199
+
Monthly or Annual
  • A/B Testing
  • Lots of Integrations
  • Fast. High Performance.
#1 For Pro's

Landingi

Easy To Design
$ 11
+
Monthly
  • Zero Code / Easy
  • Great Value
  • Advanced Features
#1 Builder
Scott McLeod

Scott McLeod

Experienced digital product & marketing leader with expertise in E-Commerce, B2B Lead Gen/ABM, CRO, App Installs. I've worked with Fortune 500's, Venture Studios & Startups to build bigger businesses using digital marketing.