Wondering what a landing page is, and why it matters? Let’s do a little thought experiment.
Let’s say you’re browsing Facebook. You see an ad for a Peloton home exercise bike. You’re interested, and want to learn more. Now, let’s think about two different scenarios.
1. You click the ad. A page opens up to the main Peloton website. You can browse for a stationary bike, look at information about all of the models available, get guides on how to set up the bike, explore exercise videos and workout tips, ask questions to customer service, read FAQs, and get a ton of other information.
2. You click the ad. You’re taken directly to a webpage outlining the benefits of a specific model of exercise bike, including its cost, features, technical specifications, and other information—along with a “Buy Now” button.
Which scenario do you think will make you more likely to buy the bike right away? If you answered #2, you’re right—and that’s what a landing page is!
In Scenario 1, you’re presented with a huge amount of information—and you probably won’t know what to do. Maybe you’ll click around the website a little bit, but you may lose interest and leave—you won’t convert by buying the product.
But in Scenario 2, your given all the information you need about the product—and to make a buying decision—in a streamlined, easy-to-understand why. You’re more likely to convert by purchasing the bike, or at least signing up to get more information about Peloton products.
That’s what a landing page is designed to do. A landing page is designed to be part of the “sales funnel,” in digital marketing. After an ad on Facebook, Google, or elsewhere on the internet captures the attention of a customer, the landing page encourages them to take some kind of action—signing up for an email newsletter, buying a product, downloading a white-paper, and so on.
By linking to a custom-built landing page, you can maximize the success of your digital marketing campaigns, bring in more customers, and increase your ROI (Return On Investment). A good landing page can dramatically improve your digital marketing efforts—while a poorly-designed landing page or the lack of a landing page can lead to subpar results.
But how can you make a landing page? Well, thanks to modern technology, it’s easier than ever! You can create custom landing pages with the help of a landing page builder.
So please be sure to read on to find out more about landing page builders and how they can benefit your business.
What is a Landing Page Builder?
A landing page builder is a piece of software that lets you create professional, aesthetically pleasing landing pages—even if you have no prior coding, web design, or web development experience.
Using a landing page builder is a great option if you are running your business without the help of a marketing agency, and are on a tight budget. Using drag-and-drop tools, simple templates, and customizable designs, you can build a web page that will convert leads to paying customers—and improve the ROI of your digital marketing efforts.
Even if you already have a website, using a landing page builder lets you create landing pages more easily and follow best practices to create more effective landing pages—such as eliminating navigation menus, sidebars, and other web page elements that may otherwise distract a customer.
Best of all, you don’t have to touch a single line of code. It’s easy to learn how to use a landing page builder, and once you do, you can build standalone landing pages that are certain to help maximize your conversion rates, and bring in more customers.
What Should You Look For in a Landing Page Builder?
Ready to get started and make your own website landing pages? Wondering what you should be looking for when picking out a landing page builder? Let’s discuss a few elements that you should always look for when choosing the right product for your business.
Great analytics are indispensable when it comes to landing pages. A great landing page builder will integrate code that tracks information about people who visit your web page, such as:
Bounce rate (people who visit the page and leave right away)
Total time spent on the page
Top pages by page views
These kinds of data are very helpful when tracking the performance of individual landing pages, so look for a tool that offers strong analytical features and performance tracking metrics.
You can use analytics to help A/B test, as well – trying out multiple versions of a landing page, seeing how well each one performs, and adjusting the pages accordingly to maximize your conversion rate.
A great landing page builder is easy to use and understand–without a high learning curve. You should be able to quickly build landing pages, even if you don’t know how to code.
Drag-and-drop tools, simple tutorials, and easy-to-follow instructions are a must-have with any landing page builder. Many landing page builders offer free trials or demos, so you may want to try a few of them out yourself before you sign up for a subscription or buy the product.
A great landing page builder is capable of easily integrating with other web platforms – such as an email newsletter service like MailChimp, a blogging platform like WordPress, or an online eCommerce platform like Shopify or Magento.
When choosing a landing page builder, make sure to check out its integrations to ensure it can be used alongside the websites, platforms, and tools that you’re already using in your business. Each product is different and has distinct integrations, so it pays to do your research before you sign up.
Above all else, your landing page builder should be customizable and offer a wide range of features, such as:
Integrated forms to capture email addresses and personal information
A/B testing support
Ability to add custom code to pages
Responsive design for mobile devices
Support for multimedia content including videos
The exact features you may want will depend on your marketing goals and your business, so consider this carefully when choosing between the best landing page builders.
Best Landing Page Builders
Unbounce is likely the first example of a landing page builders that experienced marketers think of. It really goes far beyond a tool made for easily building web pages and focuses on pages that convert – that’s key here. As you’ll see, most of its features are conversion-driven as well, designed to help brands and companies reach that final stage of the funnel.
If they’d extend their A/B testing, I would say this is the perfect landing page builder on the market. It takes a bit to get a handle on the editor, but once you learn the basics you can create a landing page in less than an hour, and start putting it to the test!
14-day free trial
Specialized tools for lead generation
Some of the best A/B testing capabilities
A bit expensive
Not as easy to use for beginners
Instapage is a six in one platform that enables the creation of stunning landing pages. It has over 200 mobile-friendly templates and uses the drag-and-drop format to create landing pages quickly and easily. The tool is hosted in the cloud, and it pretty much gives you everything you need to create a fully functional landing page designed to increase leads and conversions.
In terms of what it can do, I have no complaints. The only issue I see with Instapage is that for smaller businesses it can be really difficult to justify spending $149 a month just for a landing page builder. If that’s not in your budget, there are cheaper options that may be better.
Custom, which is priced depending on the services you choose
Creates landings pages fast
Detailed analytics report
No popup options
Not as flexible as other builders
Landingi sets itself apart from other landing page builders because while you can choose a template or create one from scratch, you can also have their in-house team create the landing page for you.
The builder is really user-friendly and intuitive, and anyone can build good landing pages even with no coding experience. The fact that they offer affordable plans as well is a really big plus!
14-day free trial
Enables integrations with other marketing tools like MailChimp
A/B testing not available for the cheapest plan
Limited integration options with the Core package
HubSpot is a giant in the marketing industry, and many businesses turn to them for all sorts of tools, such as their landing page builder software. The biggest perk here is that by going with it, you gain access to some of the best marketing solutions out there.
HubSpot steals the scene with a lot of amazing functionalities, but the ones you may need most are on the Professional Plan, which for smaller businesses is laughably expensive. Still, I like what the platform builder can do even on the Free Plan, so keep it in mind as a beginner’s builder.
Enterprise: a whopping $3,200/month
Pages are responsive on all devices
Can build personalized landing pages for unique visitors
Has A/B testing features
Enables list segmentations
Free plan has limited features
Some templates lack creativity and can be too simplistic
Leadpages allows you to easily build professional landing pages with little to no coding experience, making it a great option for beginners. It comes with some affordable pricing options, solid features in terms of its builder, and a good selection of landing page templates.
It’s decent enough to get yourself familiarized with how a landing page builder works, but I’m still very hung up on the design hiccups. That wouldn’t be a problem if you at least had extensive customization options, but sadly that’s not the case. Basically, Leadpages is a good choice if you’re looking for a quick and simple landing page solution.
Free 14-day trial
Standard: $25/month, which allows you to create one website
Pro: $48/month, for three websites
Advanced: $199/month, for up to 50 websites
Uses a drag-and-drop format
Over 160 templates to choose from
Some templates are not free
Customization options are limited
GetResponse is a platform builder that facilitates email marketing efforts, as well as various marketing automation needs. It’s an email marketing tool at heart, so its features heavily revolve around this type of effort, though it also includes some good landing page building features.
To me, GetResponse is a good beginner’s tool, but I must say it is very easy to outgrow the platform and need something more, especially if your efforts must go into building landing pages, and less into email marketing.
Max: custom pricing, depending on the features chosen
Integrated sign-up forms for lead generation
Extensive analytics and testing
Editor is not as seamless as with other tools
When you hit 1000 page views you will have to upgrade your plan
7. Click Funnels
Although ClickFunnel’s primary aim is to help marketers and businesses build entire sales funnels, it’s also a good landing page tool. It features page templates, an easy to use drag and drop page editor, and A/B testing capabilities.
The problem is, it may be a bit too expensive for smaller businesses and it is primarily a sales funnel builder. Meaning it shies away from strong features other landing page builders offer.
14-day free trial
Click Funnels: $97/month
Click Funnels Platinum: $297/month
Two CommaClubX: $2,497/month
Drag and drop editor
Smart shopping car integration with upsells
Email and Facebook marketing integration
Enables lead generation
The cheaper plan only allows 20 funnels
Paid plans are rather expensive
Effective Landing Page Tips
Here are some things to keep in mind when you are creating landing pages:
1. Make your value proposition clear
The value proposition is the “why” of the equation – why should consumers be interested in what you’re offering. It’s the thing that sets you apart from your competitors, and the reason to pick you.
2. A/B test your landing page
Create two versions of your landing page, promote them, and see which one is performing better. The slightest change in CTA or content can drastically influence conversions.
3. Add social proof on your page
Social proof is a way to make consumers trust you more, or believe what you are claiming. A common method here is the classic testimonial from some clients.
4. Simplicity is key
The common thing all landing pages we’ve analyzed had is that they are simple. No gimmicks, complicated design elements, or pretentious copy. Keep it simple and to the point.
6. Have a good design
If you go with one of these platform builders, the design won’t necessarily be a problem in terms of looks, but remember that good design is more than that. The purpose of good design is to help a user navigate your landing page, and guide them through the funnel.
Landing Page Examples
Before you go with the builder of your choice to create your page, I wanted to go through some of the best landing pages I’ve seen recently, and go through some key characteristics of them.
Zapier greets us with a headline & subheading and a short sign-up form. It’s a clean design without too much noise. If you scroll down you can read more about the product and what it does.
Simple, user-oriented, without going into too many details about features and product perks. Shopify has some of the best landing pages on the market, hands down!
As a CRM, Monday knows it needs to stress that its tool is easy to use, so it puts some interface screenshots right below the headline. The Get Started buttons and the screenshots are the only elements with color on the entire page, making your eye go straight to them.
SEMrush goes for a classic approach. The tool is too complex to try and fit everything into a headline and subheading, so instead, it goes for the scroll-down option.
What is the Difference Between a Landing Page and a Website?
A landing page is not the same thing as any other website page, like your homepage or “contact” page. Unlike any other page on a website, landing pages are intended to make customers do one thing – such as sign up for your newsletter, or buy a product.
The entire point of a landing page is to make it as easy as possible for a customer to take a specific action. To help with this, a landing page is much more streamlined. Most landing pages do not have any navigation elements, such as a “homepage” button or a navigation menu. They typically contain minimal copy (text), and have minimal distractions like pop-ups.
In addition, a landing page builder is distinct from a website or website platform. A landing page builder is used specifically to build landing pages – and you can build standalone web pages that allow you to convert customers even if you don’t yet have your own website. In contrast, a website must be built from the ground-up using a platform like Shopify, WordPress, Drupal, or some other web platform.
The confusion between a “landing page” and a “website” occurs because many websites integrate landing pages into their web architecture – you can have a website and also use landing pages!
In fact, many leading landing page builders, such as Unbounce and Instapage, offer compatibility with WordPress, which is a very common choice for small business websites. You can build a landing page using these tools, then import it and add it directly to your website.
People Also Ask
Can you have a landing page without a website?
Yes. Technically, a landing page is a 1-page website anyways, and you can create it to function however you like, including processing payments.
What Is a landing page builder?
It is a piece of software that enables the creation of web pages. The difference between a web page and a landing page is intent. Web pages are for exploration while landing pages are designed to support specific business goals. Good landing page builders should have the right features to facilitate this.
Are landing pages effective?
The short answer is that they can be. Pages created specifically to convert or generate leads are more effective because everything on the page is meant to guide the user to take that action. However, the quality of the landing page will ultimately say if you succeed or not.
Which is a best practice for optimizing a landing page for Google ads?
There are several:
Improve loading speed
Having high-quality content
Using the right keywords
They are similar to common SEO practices, as Google imposes the same quality requirements for Search Engines and Google Ads.
Are landing pages bad for SEO?
Not necessarily. If you optimize your landing page, it should not affect the SEO efforts of your site. Search engines, in general, have an issue with landing pages when they are not relevant to the rest of the website content and are generally lower in quality.
Landing pages aren’t a “nice-to-have” extra – they’re absolutely essential for a successful digital marketing campaign. If you’re running digital ads but you don’t have dedicated landing pages, you’re basically throwing away money! Your customers may not be converting as often as they should, and your business may not be able to grow.
For all of the reasons we’ve talked about above, landing pages are absolutely critical for your marketing efforts – and with today’s modern, easy-to-use landing page builders, it’s never been easier to create your own conversion-focused landing pages.