What do paid advertising and email marketing have in common? Well, there are actually multiple answers. But one thing they share is landing pages, which are typically created using a landing page builder.
Whether you click on a paid search ad or a link in an email, there’s a good chance you’ll end up on a landing page that pushes you toward a conversion.
Landing pages are a big part of digital marketing and advertising, and it’s important to get them right when you create them for your business. To do that, it’s often a good idea to use a landing page builder.
What is a landing page builder, though? And which one should you use? Those are some of the questions we’ll be answering on this page. Below, we’ll cover:
A landing page builder is a tool that helps you create landing pages for your advertising campaigns. It works similarly to a website builder but is usually on a much smaller scale, handling individual pages rather than full sites. For that reason, it’s also typically cheaper.
What should a landing page builder include?
The best landing page creators will include a few different things. First of all, they’ll have a WYSIWYG editor—that is, “what you see is what you get.” It means they won’t require you to use a bunch of code to create the page. Instead, they’ll have a very visual editor that lets you see what the page will actually look like.
A good landing page builder tool will also offer some different templates you can use so you don’t have to create the entire page from scratch. It should also give you the ability to view metrics related to the traffic your landing pages get.
These are some of the features you should look for when choosing a landing page builder:
Reporting and analytics tools: These tools allow you to track landing page visitor behavior.
Quality landing page templates: Ensure that there’s a broad selection of templates for fast implementation.
Integration with other apps: The primary integration should be with a tool to collect visitor data through your landing page call to action.
Custom domain hosting: The ability to host your landing page using a custom domain for your website.
Easy-to-use editor: A user-friendly design tool that makes building a landing page easy.
The 9 best landing page builders
Now that we’ve established what a landing page builder is and what features you should expect it to have, let’s talk about some of the best landing page creators out there. We’ll look at nine different options on this list, including:
Businesses that want a joint CRM and landing page tool
Unbounce
$99+ per month
Small businesses with large budgets
Instapage
$199+ per month
Large businesses
Wix
$16+ per month Free plan available
Beginners
ActiveCampaign
$49+ per month
Businesses that want a joint automation and landing page tool
Leadpages
$49+ per month
Businesses needing to build pages quickly
Carrd
$9+ per year Free plan available
Businesses with small budgets
Mailchimp
$13+ per month Free plan available
Businesses who want a joint email and landing page tool
ConvertKit
$15+ per month Free plan available
Businesses wanting to create email landing pages
Keep reading to learn more about each tool!
1. Nutshell’s Landing Pages
Price: $37 per month
Best for: Businesses that want a joint CRM and landing page tool
Nutshell’s powerful all-in-one CRM solution integrates with several native Nutshell add-ons, one of which is the Landing Pages tool. Opting for this robust add-on is a great way to simplify and boost your digital marketing efforts.
Landing Pages lets you create and host custom webpages using a drag-and-drop design tool—zero code required. You can choose to create your landing page from scratch or use one of Nutshell’s professionally designed templates to get you started.
With Landing Pages, you can improve lead generation and data collection by embedding Nutshell Forms and Scheduler into your landing page. You can also save time by automatically capturing leads and data gathered in your CRM for better contact management and organization.
2. Unbounce
Price: $99+ per month
Best for: Small businesses with large budgets
Next on our list is Unbounce. This web tool lets you choose between drag-and-drop editing or AI-powered, “smart” editing. Unbounce positions itself as ideal for small businesses, which is true in terms of the types of page designs it specializes in. However, it may not be affordable for many small businesses.
3. Instapage
Price: $199+ per month
Best for: Large businesses
Instapage is another great landing page builder. It’s designed to help your pages load faster, and it’s also very mobile-friendly. It lets you view advanced page metrics and perform A/B tests with your landing pages. You can even have multiple team members working on a page at once.
On the other hand, if you thought Unbounce was expensive, you won’t be happy with Instapage’s price. This tool is exceptional but will only be affordable to certain companies.
4. Wix
Price: $17+ per month (free plan available)
Best for: Beginners
Wix isn’t just a landing page builder tool—it can help you build out larger websites as well. You can actually access it for free, though the paid versions are better if you want access to more features, and they’re not too expensive.
Wix is a very simple, user-friendly drag-and-drop tool intended for people who know nothing about web design so it could be a good option for some companies.
5. ActiveCampaign
Price: $49+ per month
Best for: Businesses who want a joint automation and landing page tool
You may already know ActiveCampaign for its marketing automation capabilities. And that’s primarily what it is—a marketing automation tool. But it also offers a landing page builder tool.
This tool is only available starting with its “Plus” plan, which costs $49 per month for an annual plan. Since ActiveCampaign’s focus is on automation, landing pages aren’t its strongest suit, but the tool still has all the necessary features and is very easy to use.
6. Leadpages
Price: $49+ per month
Best for: Businesses needing to build pages quickly
Leadpages stands out for having one of the most intuitive and easy-to-work-with interfaces on this list. Not only does it offer page templates, but it also offers what you might call “micro-templates”—that is, templates for individual page elements like pricing tables and calls to action (CTAs). That makes it easy to build pages in a short time.
7. Carrd
Price: $9+ per year (free plan available)
Best for: Businesses with small budgets
Carrd is another of the best landing page builders you’ll find. For the most part, it offers a very intuitive interface and succeeds at creating some of the most attractive landing pages out of all the options on this list.
Carrd offers a free plan, but it’s only good for three pages. That’s okay, though, because even the paid plans are very inexpensive—the cheapest one is a mere $9 per year!
8. Mailchimp
Price: $13+ per month (free plan available)
Best for: Businesses who want a joint email and landing page tool
If you’ve heard of Mailchimp before, you probably already know it’s primarily an email marketing tool. But it also gives you the ability to create landing pages (mainly for your email campaigns). It’s a pretty solid tool with all the features you’d expect.
You can access the landing page builder through any Mailchimp plan, the cheapest of which is a free plan. Paid plans start at $13 per month.
9. ConvertKit
Price: $15+ per month (free plan available)
Best for: Businesses wanting to create email landing pages
ConvertKit’s landing page builder is intended mainly for people who want to create landing pages for their email newsletters. That said, it will work just as well for other types of landing pages. It offers lots of high-quality themes and templates, although it doesn’t give you a ton of room to play around outside of those templates.
ConvertKit offers a free plan for up to 1000 subscribers.
Frequently asked questions
Before we wrap up, let’s quickly go over a few frequently asked questions about landing pages.
What is a landing page?
A landing page is a page that users are taken to when they click on a paid ad or an email CTA. Landing pages encourage the user to take a specific action, such as subscribing to an email list or buying a product. They’re usually standalone pages that aren’t connected to your main website.
Why are landing pages important?
Landing pages matter because your ads and emails won’t drive conversions without them. If someone clicks on an ad that doesn’t take them anywhere or just takes them to a generic page on your website, that doesn’t encourage a conversion. But if they get taken to a page designed to get them to take a specific action, there’s a good chance they’ll do just that.
How do I choose the right landing page builder?
To choose the right landing page builder, start by figuring out what you want from your chosen tool. Then, find tools that match that criteria. You can look at the features the tool has, how much it costs, and what kinds of reviews it has.
Can I have both a landing page and a website?
When you create a landing page, it’s hosted on your website. Therefore, it’s part of your website but serves a specific purpose, directing visitors to take a particular action. That said, landing pages are typically used as promotional tools and may often be the page you direct visitors to when running PPC ad campaigns.
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Now that you know about the best landing page creators, you can pick out the best option for your business and get started with it. But of course, there’s more to digital marketing than just having the right tools. You also need to know how to drive results with your ads and emails.
Combining your email marketing tool with a customer relationship management (CRM) platform is one of the best ways to see the bigger picture of your interactions with leads and customers, helping your marketing and sales teams strategize for the best results. That’s why Nutshell Campaigns plugs directly into your CRM data so you can track the impact your marketing emails make on your overall business success.
Nutshell Campaigns plugs directly into your CRM data, so you can create highly targeted audience segments, track the impact of your emails in real-time, and manage all your communications out of a single tool. Get started for free!
