The 17 Best Landing Page Software Tools for Marketers (2020)

Landing pages remain the most effective way to increase conversions and nurture prospects down the funnel towards purchasing your product or service. Since they are standalone pages from your website, they contain no distractions and therefore entice your visitors to act.

While landing pages are meant to increase conversions, they can take a lot of resources to create and optimize, especially when dealing with multiple custom landing pages for different campaigns. That’s why landing page software exists.

What is landing page software?

Landing page software enables you to create goal-oriented, high-converting landing pages without any technical knowledge. This user-friendly technology makes it easy for non-experts to build, optimize, and publish post-click landing pages without requiring HTML code or a developer.

Most landing page creation software includes features such as the following. Keep in mind, these are the bare minimum features and not unique to any software:

• A drag-and-drop builder and WYSIWYG editor to design pages from scratch
• Pre-designed templates based on the use case and/or industries to help you build a page that aligns with your campaign requirements
• Integrations with other martech software (email marketing tools, CRM, analytics tracking, etc.), so all resources are compiled in one interface
• Built-in A/B testing to discover what features are performing well or poorly and make the appropriate changes

Many brands require more than the minimum, and determining the right software depends on the stage the business is in, use cases, price, available support, and how much control and functionality is required.

Below, we look at 17 of the best options–some are dedicated landing page software that focuses exclusively on page creation and optimization. Others are all-in-one software that don’t specialize in any single area of marketing but still have landing page creation.

17 Best landing page software tools

1. Instapage

“The world’s most advanced landing page platform.”

Instapage was designed for digital advertisers looking to maximize advertising conversions. While typical landing page tools have the standard features above, Instapage is the world’s most advanced landing page platform because we provide six separate products bundled together and provide functionality for both SMB and Enterprise. Aside from being the only landing page platform to achieve SOC Type I & Type II certification, we provide the following enhanced functionality:

• Unlimited conversions–No penalties for getting more conversions.
• Instablocks®–Scale landing page production by creating and saving page blocks that can be reused quickly without any duplication of creative work. Then, manage and update all pages with a single click using Global Blocks.
• Built-in team collaboration—Collaborate in real-time, centralize communications, eliminate time-consuming bottlenecks, and establish a seamless user experience.
• Experimentation–Combines A/B split testing and heatmap functionality into dedicated product workflows for a better understanding of how visitors engage with your pages, and to encourage new experiments.
• 1:1 Ad-to-Page Personalization–Create and optimize unique experiences for each target audience, increasing conversion rates and maximizing ROI
• AdMap®—Contextually visualize a list of your campaigns to determine where personalized pages are needed with automated two-way sync
• Postclick Score–A percentage of unique experiences compared to the total number of ad groups and ads to indicate how close you are to achieving 1:1 ad-to-page personalization
• AMP–Allows users to build landing pages with faster page load speeds, directly from the Instapage platform
• Thor Render Engine®–By changing the HTML structure, JavaScript and CSS Refactoring, and CSS Responsiveness, the Thor Render Engine ensures your post-click landing pages load lightning fast without any additional effort

Once you’ve researched the market if you think Instapage is the best software to fit your needs, sign up for a free trial here, or request an Enterprise Demo. See how our conversion-focused landing page software can scale your production and provide your audiences with unique post-click landing pages.

2. Unbounce

“The legacy landing page builder & platform.”

Unbounce is likely one of the first names that come to mind with landing page builders. Although it offers some advanced features, it may not be the best choice as it takes time to maximize its full capabilities fully, has become quite legacy, and now penalizes customers for getting more conversions (see pricing).

Pros:

• A/B testing
• Popup and sticky bar creation
• Dynamic text replacement for SEM campaigns
• AMP-ready mobile pages (not with all plans)
• Аutоmаtеd ЅЅL еnсrурtіоn
• Custom dоmаіns

Cons:

• You are penalized for getting conversions
• All plans limit the number of visitors
• Only 100+ templates
• No 1:1 ad-to-page personalization
• An easy solution for scalable creation does not exist
• No automatic sync between Google Ads and landing pages
• Team collaboration for page designs and heatmap functionality not available
• Dedicated Launch Specialist only provided with Concierge
• Audit logs only with Concierge

Pricing:

• $200/month for Accelerate (capped at 2k conversions)
• $300/month for Scale (capped at 3k conversions)

3. Leadpages

“Website & landing page software for small businesses.”

Leadpages self-identifies as a website and landing page builder, not focused exclusively on post-click landing pages. The company works primarily with small businesses who need a website and some conversions tools.

Pros:

• 120+ mobile-responsive templates
• Built-in on-page payments (only with Pro and Advanced plans)
• Alert bars and popups
• 40+ standard integrations
• Unlimited traffic and leads

Cons:

• No AMP functionality
• Lacking scalable creation capabilities
• Not all templates are free
• Limited customization and personalization
• No ad-to-page mapping
• Not SOC 2 compliant
• Pro Sub Accounts only available in the Advanced plan
• 1-on-1 Quick Start Call only available in the Advanced plan
• A/B testing, email triggers, and specific integrations only available with higher-tier plans
• Lacks Enterprise-grade security

Pricing:

• $48/month for Pro (3 websites)
• $199/month for Advanced

4. Wishpond

“Marketing made simple.”

Wishpond brands themselves as “marketing made simple” with a landing page tool within their software. However, they are an all-in-one solution rather than a dedicated software for landing page creation and optimization.

Pros:

• Two options: do it yourself or done for you
• Unlimited landing pages, social contests, and popups
• One-click A/B testing
• 300+ integrations
• 200+ mobile-responsive templates

Cons:

• Not a dedicated landing page builder
• Lacking scalable creation & AMP functionality
• No SSL certificates, SOC2 compliance, or Enterprise security
• Heatmaps not included
• No Google Ads integration
• A/B testing and Custom JavaScript-only available on higher plans
• The software limits the number of leads you can generate monthly
• Limited customization and personalization
• First-in-line customer support and free implementation coaching only with Rapid Growth plan

Pricing:

• $49/month for Starting (up to 1,000 leads)
• $99/month for Everything You Need (up to 2,500 leads)
• $199-2,989/month for Rapid Growth (customizable from 10,000 to 1 million leads)

5. Lander

“Use top landing page designs & templates.”

Lander promotes its software as the world’s leading (and easiest) landing page creator. However, its editor is not as customizable as other software on the list.

Pros:

• A/B testing with all packages
• Custom code editing
• Unlimited mobile-ready pages with auto-fill forms
• SSL Encryption
• Email marketing integration

Cons:

• Only 100+ templates
• No AMP or heatmap capabilities
• Lacking collaboration and SOC 2 certification
• No Google Ads integration
• No Enterprise features included
• Dynamic text replacement only available with Professional plan
• Many integrations (Zapier, Marketo, Salesforce) unavailable with the Basic plan
• No tech support with the Basic plan
• Pixel-perfect design customization not available

Pricing:

• $16/month for Basic
• $83/month for Professional

6. Landingi

“Landing page builder for non-programmers.”

Landingi claims users don’t require any programming skills to create and optimize their landing pages. Yet, that is one of the biggest benefits of using dedicated software in the first place, so it’s not a unique quality. The software lacks many essential landing page creation and optimization features.

Pros:

• Unlimited landing pages and leads with all plans
• SSL Certificate
• AWS Cloud hosting
• 200+ landing page templates
• Embeddable pages on your server
• Tracking pixels and dynamic text replacement
• Analytics and callback/chat integrations
• Workflow automation

Cons:

• No two-way sync with Google Ads
• AMP landing page functionality not available
• Heatmaps are not available
• Lacking scalable creation capabilities
• Additional landing page import service fee of $199
• A/B testing only available with the highest plan
• CRM/Sales integrations only available with the highest plan
• Landing page version history unavailable with Core plan
• Must pay for additional subaccounts

Pricing:

• $45/month for Create Business plan
• $59/month for Automate Business plan
• Customizable Agency plans also available based on subaccounts and features

7. GetResponse

“Stunning pages in just a few clicks.”

The GetResponse homepage highlights “stay connected and run business from home.” This doesn’t convey anything about landing pages or establish them as a dedicated landing page leader.

Pros:

• A/B testing with all plans
• Unlimited landing pages & visitors with all plans
• Custom domains
• 180 templates
• 150+ integrations including Shopify, PayPal & Stripe
• Email support for all plans

Cons:

• Not a dedicated landing page builder
• No AMP functionality
• Lacking personalization and ad-to-page mapping
• Heatmap features not included
• No SSL certificates, SOC2 compliance, or Enterprise security
• Visual team collaboration not available
• Automation builder only included with higher-tier plans

Pricing (based on 12-month):

• $12.30/month for Basic
• $40.18/month for Plus
• $81.18/month for Professional
• Call for Enterprise Custom Pricing

8. ShortStack

“The most customizable all-in-one contesting software.”

ShortStack identifies as an all-in-one contesting software–not a landing page software. Lacking many advanced landing page features, it’s clear they are not a robust option for creation and optimization. They do, however, mention unique landing page creation for contests.

Pros:

• Unlimited campaigns & emails (contests, giveaways, etc.)
• Landing pages and microsites available with all plans
• Custom CSS with all plans
• GDPR compliant

Cons:

• Not dedicated to landing page creation and optimization
• No AMP functionality
• Lacking scalable creation & personalization features
• No heatmaps
• The software is not SOC 2 compliant
• ShortStack logo on your campaign with the Business plan
• Custom landing page domains only available with Agency and Brand plans
• Only 60 templates come with Business and Agency plans
• No Account Manager support with Business and Agency plans

Pricing:

• $79/month for Business
• $159/month for Agency
• $399/month for Brand

9. Pagewiz

“Landing page generator and landing page templates.”

Pagewiz claims to be the ultimate landing page platform, yet they don’t offer many features other alternatives do.

Pros:

• Unlimited pages and A/B testing with all plans
• Secure Cloud Hosting
• Free SSL assigned to all custom domains
• Manage multiple client accounts
• 24/7 support

Cons:

• 1×1 demo only offered with Pro account
• Only 100+ templates
• Design layout is somewhat restrictive compared to others that are more customizable
• Reports of mobile and desktop integrations being cumbersome
• No email integration with Basic or Standard plans
• Only two custom domains with the Basic plan
• Lacking AMP capabilities and personalization
• No scalable creation or heatmap tracking

Pricing:

• $25/month for Basic
• $42/month for Standard
• $84/month for Plus
• $169/month for Pro

10. Elementor

“#1 free WordPress page builder.”

The Elementor homepage highlights that users can create stunning landing pages with the software; however, it is merely a WordPress page builder with no advanced creation or optimization features.

Pros:

• Free version available
• 50+ widgets and 300+ templates with all paid plans
• Popup builder and sticky elements with every paid plan
• Dynamic content & custom fields capabilities
• Role manager & 24/7 support

Cons:

• Hardly any features with the free plan (only a drag & drop builder and 30 basic widgets)
• Not a robust landing page solution, just a WordPress plugin
• Lacking scalable page creation
• No SSL, SOC2 compliance, or Enterprise security
• Personalization features are non-existent
• No AMP pages or heatmap tracking

Pricing:

• $49/year for Personal
• $99/year for Plus
• $199/year for Expert

11. Ucraft

“Free website builder.”

Ucraft markets itself as a website builder–not a landing page builder. Landing page creation is not mentioned on their homepage until the very bottom in the footer menu.

Pros:

• Free version available
• SSL security across all plans
• 24/7 support
• Unlimited number of pages with all paid plans

Cons:

• Website builder–not a dedicated landing page builder
• Only 15 pages with the free plan
• Lacking AMP functionality
• No heatmaps or scalable creation available
• Ad-to-page personalization is missing
• No built-in A/B testing
• Ucraft branding on pages made with the free version
• Integrations only available with paid plans

Pricing:

• $10/month for Pro Website
• $21/month for Pro Shop
• $69/month for Unlimited

12. ConvertKit

“Email marketing for online creators.”

ConvertKit has landing page creation capabilities but is primarily an email marketing software used by businesses to grow their audiences.

Pros:

• Visual automation funnels with the paid plan
• Creator community
• GDPR compliant
• The free version includes more than other free plans include (unlimited landing pages and traffic, 30+ mobile-responsive templates, customizable domain setup, etc.)

Cons:

• Not a dedicated landing page builder
• Price increases after 1,000 subscribers
• Only 30+ templates even with the paid plan
• No heatmaps or A/B testing
• AMP landing page creation is non-existent
• Scalable page creation not included
• Pixel-perfect design customization not available

Pricing:

• Starting at $25/month for Complete plan depending on subscribers
• Free version available

13. HubSpot

“Inbound marketing, sales, and service software.”

HubSpot is an all-in-one software solution for marketers as it includes functionality for CRM, forms, marketing automation, sales pipeline, etc. Their website says they are marketing, sales, and service software that helps businesses grow. Their landing page builder is not 100% customizable, so it’s clear they don’t specialize in landing page creation. Even their marketing hub page identifies the software as an all-in-one.

Pros:

• Pairs well with best in breed point solutions
• Directly integrates with Hubspot’s other tools
• Add live chat and bots to pages
• Ad management

Cons:

• Offers too much to be a powerful landing page platform
• Must be a paying HubSpot customer to use the landing page builder tool
• Mobile optimization (with free and starter plans) has limited features
• No ad-to-page mapping
• Making mass changes to groups of landing pages is not available
• A/B testing unavailable with Starter plan
• Pixel-perfect landing page designs not available
• Hierarchical teams only available with Enterprise
• Lacks AMP functionality
• No easy way to scale landing page production

Pricing:

• $40/month for Starter
• $800/month for Professional
• $3,200/month for Enterprise

14. Marketo

“Best-in-class marketing automation software.”

Marketo is named a leader in CRM lead management by Gartner, but there’s no mention of landing page building on the homepage. They identify themselves as a marketing automation solution, but advanced landing page creation capabilities are non-existent.

Pros:

• Audience segmentation & targeting​
• Advanced dynamic content​ and personalization
• Intelligent cross-channel nurturing​

Cons:

• Ad-to-page mapping not included
• Streamlined automation only with Ultimate and Enterprise plans
• G2 Crowd reviews say there’s a lack of report customization
• No AMP functionality
• Scaling landing page production is challenging
• No heatmaps
• Pixel-perfect landing page designs not available

Pricing:

• Four plans: Select, Prime, Ultimate, Enterprise
• Pricing for all plans based on features included and database size

15. Mailchimp

“All-in-one integrated marketing platform for small business.”

Self-identifying as an all-in-one platform automatically classifies Mailchimp as not being a robust landing page creation tool. Since they are not a dedicated landing page builder, the software doesn’t include as much customization as Instapage or other alternatives–but does contain basic landing page creation with all plans.

Pros:

• Landing page creation with all plans
• Shoppable landing pages
• Custom domains available with all plans
• Easily tie landing pages to a MailChimp campaign

Cons:

• Not a dedicated landing page builder
• No AMP landing pages or heatmap functionality
• Scalability and team collaboration do not exist
• Two-way syncing Google ads to pages is not available
• Lacking personalization features and pixel-perfect designs
• Multivariate testing only with the Premium plan
• Custom coded templates only offered with Standard and Premium plans
• MailChimp branding on pages made with a free account
• Only some automation with Free and Essentials plans

Pricing:

• Free plan available
• $9.99/month for Essentials
• $14.99/month for Standard
• $299/month for Premium

16. Pardot

“Powerful B2B marketing automation.”

Pardot focuses primarily on B2B, not B2C. As part of the Salesforce ecosystem, they also present themselves as a marketing automation platform instead of a robust landing page builder.

Pros:

• Integration with Salesforce
• Success specialist team with all plans
• Fully customizable URLs

Cons:

• Pixel-perfect landing page designs not available
• No AMP functionality
• Creating personalized pages at scale is very difficult
• Third-party reviews highlight software is too advanced for small businesses (better for agencies/organizations with dedicated sales teams) because users must know coding
• Only 50 landing pages with the Growth plan
• Multivariate testing only available with Plus and Advanced plans, or with a Growth plan for an additional cost
• No dynamic content with the Growth plan
• Google Ads integration is not available with the Growth plan

Pricing:

• $1,250/month for Growth
• $2,500/month for Plus
• $4,000/month for Advanced

17. Wix

“Free website builder.”

Wix is a very well-known website builder, and since landing pages should be standalone pages from your website, this option is not a complete solution. Their software certainly is not designed for robust landing page creation and optimization.

Pros:

• Unlimited bandwidth on all plans except Combo plan
• Custom domains with all eight plans
• Unlimited pages

Cons:

• Landing page creation is not the main focus
• No AMP page creation
• Lacking heatmap function or A/B testing
• No personalization for landing pages
• Scaling page production is not included
• Making mass updates to pages instantly is not an option
• Designs are not 100% pixel-perfect customizable

Pricing
Website:

• $13/month for Combo (personal use)
• $17/month for Unlimited (entrepreneurs & freelancers)
• $22/month for Pro (complete online branding)
• $39/month for VIP (priority support)

Business:

• $23/month for Business Basic
• $27/month for Business Unlimited
• $49/month for Business VIP
• $500/month for Enterprise

What landing page software suits your business best?

Landing pages can determine a campaign’s success, which is why you need the best landing page software. If you’re struggling to choose one, start by identifying your business needs. You may be able to find a solution that delivers what you need at a lower price with limited support. But, if you need advanced functionality and customization, it’s worth investing more to yield better long-term results.

Request an Instapage Enterprise demo today and see how our robust, conversion-focused landing page software allows you to design 100% customizable pages while providing your audiences with unique post-click landing pages.