Whether as a landing page for marketing campaigns, for sales, lead generation or event promotion, anyone who wants to win over users on the web needs a landing page with a clear purpose. With the right tool, marketers can create such a page using the modular principle.
HubSpot Landing Page Designer
HubSpot lives up to its claim of smart, user-friendly, and powerful software when it comes to landing pages, offering you one of the most feature-rich and intuitive tools on the market: the free HubSpot Landing Page Designer. It’s integrated with the free marketing tools included in the HubSpot CRM.
The landing page designer includes a whole set of templates for any use case. Using the drag-and-drop page editor, it becomes a breeze for you to edit your landing pages to deliver an engaging experience to your customers.
Users of free product versions can create up to twenty landing pages and choose from a number of modules. These include forms, images, videos, and a meetings module that allows prospects to schedule appointments with your sales team directly on your website.
Starting at $15 per month, GetResponse lets you design responsive landing pages and link them to your email marketing or even create webinars. However, landing pages are not what GetResponse specializes in. To get the full feature set, you need the more expensive Pro version.
Nevertheless, the software has a user-friendly interface and allows you to publish landing pages under your own domain. Moreover, the tool offers a built-in analytics feature and the option to include a PayPal button.
One of the first dedicated landing page designers, Unbounce remains one of the best tools on the market. Starting at $79 per month, the software offers an intuitive drag-and-drop editor and custom plugins as well as optimization for mobile devices and the ability to add pop-ups.
And the tool has numerous other features as well, such as WordPress integration, A/B testing, and dynamic keyword inclusion for SEM campaigns, which is why it is especially popular among marketing agencies.
Actually known as a website builder, Squarespace offers especially beginners all the essential features of a landing page designer combined with website hosting and the provision of analytics data, G-Suite and CRM integration and much more. And all this at moderate prices starting at just $12 per month.
It may (or may not) surprise you to learn that the world’s most popular email marketing software also lets you create landing pages. These are available in MailChimp’s “Free Forever” plan, which lets you send 12,000 emails per month to up to 2,000 subscribers.
What we like: just like MailerLite, MailChimp’s landing page editor is easy to use and includes plenty of customization options. You can add tracking for Facebook Pixel, Google Analytics, or MailChimp’s own tracking. You can also trigger automations, although the automation editor is not the most user-friendly.
What should be improved: You only have five templates to choose from, though they’re not bad. You also can’t customize your confirmation page, and there are fewer options for editing form settings than with MailerLite. By default, your URL is on a MailChimp domain. If you want your own URL, you have to pay $99/year. Unfortunately, a German version is not available here either.
Who is it suitable for? If you want an email marketing service with an integrated landing page builder, but find MailerLite’s 1,000 subscriber limit a bit restrictive, MailChimp might be a better choice.
Wix is known for its clever homepage builder, but it’s also great for creating one-pager websites. Its extensive, modern-looking website templates include a selection of around 30 landing page designs, all of which are fully editable and available for free (as long as you agree to use a Wix domain for your URL and have a Wix banner ad on your page).
What we like: if you’re after full design flexibility, Wix won’t disappoint. This gives you a pretty free hand to place elements as you see fit, and you have many content types to choose from (galleries, videos, testimonials, cards, etc.). Posts are saved to your contact list in Wix, and you can send automated emails (such as thank you or welcome emails) from within the tool via Wix Email Marketing. There are even third-party apps you can add to get contacts directly into your email marketing tool (e.g. MailChimp, Constant Contact, AWeber). Also not unimportant: Wix also offers a German language version (despite its name).
What should be improved: Wix is pretty easy to use for the most part, although the editor can seem a bit cluttered at first glance. To use your own domain, you have to upgrade to a paid plan. Unfortunately, the ads are clearly visible on the page, as they are located at the very top. In addition, the Wix email marketing tool unfortunately does not support double opt-in, which can obviously be problematic for use in Germany.
Who is it suitable for? Wix is a solid all-around solution for landing pages, but I would especially recommend it to design-oriented marketers who want professional-looking pages and a high level of control.
Weebly serves the purpose of a free landing page builder really well: it offers a handful of landing page templates, has some email marketing capabilities, and is quite user-friendly. While it can be a bit tricky to align different page elements, each element has its own menu that lets you make any adjustments to that element. It’s also helpful that the editor is available in German.
Weebly offers individual menus for customizing each page element
With Weebly’s email marketing platform, Weebly Promote, you can also create emails with an editor that is very similar to the editor used to create landing pages. So you don’t have to learn how to use yet another tool. With the free trial version, you can send two emails to up to 500 recipients and track all the statistics for these emails. Weebly is therefore a viable option for small marketing campaigns (you can also create complete websites with the tool).
Weebly’s free plan lacks advanced analytics and strong social media integrations, so you’ll quickly reach the limit for larger campaigns. In our detailed review, you can find out what the paid plan offers you.
Another popular landing page builder is Instapage. It offers unlimited free package (instead of the free trial that others offer), and also has a much cheaper “base” price of $29 per month. For the small budget, it’s probably the best solution.
Just like Unbounce, Instapage landing pages are responsive:
Moreover, Instapage offers almost the same features. It allows you to drag and drop elements to your page or remove them again. And you can edit them with one click.
The page also has an A/B testing feature, so you can optimize your conversion rate after you create the first version:
The Instapage page editor is sleeker than the Unbounce editor. This can be good or bad, depending on your requirements and skills.
If you are technically inexperienced, it is great. You can still do 99% of everything and it’s probably easier for you.
However, if you like to be in control, you’ll probably be happier with a tool like Unbounce that offers more personalization options.
Once you’ve created a page, you can determine how you want to publish it:
Instapage allows you to publish a page to its own domain (e.g. Instapage.com/your-landing-page). However, I would not recommend this.
If you choose “custom domain”, you have the possibility to connect your domain directly to your Instapage account to publish the landing page directly on your site. You only need to set this once per domain.
Alternatively, you can use Instapage’s WordPress plugin. It allows you to sync your Instapage account page with just a few clicks.
KickoffLabs offers a variety of pre-made templates for creating landing pages, as well as an editor for customization. A special feature is the viral component: By means of individualized URLs, registered users can be animated to generate further registrations and thereby unlock additional freebies (eBooks, beta invites and the like), for example. According to the provider, this generates an average of 30 percent additional leads and reduces acquisition costs accordingly.
KickoffLabs’ offer can basically be used free of charge, but in the “Forever Free Plan” only 1,000 visitors per month are included and one has to make do with some restrictions as well as visual co-branding. The standard package for $69 per month includes a very generous 50,000 monthly visitors, A/B testing is possible as well as extensive html and css editing for landing pages.
LaunchRock specializes in providing landing pages for early-stage startups to give a sign of life and collect email addresses for beta invites, for example. Offered is a very slim editor with templates and customization options for a wide variety of industries and orientations.
The service is completely free, but the range of functions is significantly less than full-fledged landing page editors. Possibilities such as A/B testing or integrations with popular SaaS service providers are searched for in vain, the landing pages still look relatively similar in the end despite being editable, and you have to make do with “Powered by LaunchRock” branding on the landing pages.
Plugins for WordPress
After working with OptimizePress for a while, I’ve since switched to Thrive Architect (which used to be called Thrive Content Builder). Thrive Architect allows you to create beautiful, modern landing pages for all sorts of purposes. This landing page tool also comes with countless templates. But unlike Leadpages, you can also build entire landing pages yourself.
With Thrive Content Builder, you have almost countless ready-made elements that you can incorporate and customize in your landing pages. For example, there are price tables, icons, buttons, countdowns and much more.
I like to create sales pages with this landing page tool, but I also use it partially for the pages of my online courses.
Thrive Architect is available as part of the Thrive Suite starting at $19/month! That means you can use all Thrive tools, including Thrive Architect, on a WordPress installation. But don’t worry: you’ll still be able to create an infinite number of landing pages. So, just like Leadpages, there is no limit to the number of landing pages here.
Read more: 7 tips how to get more customers with Thrive Themes
OptimizePress is also a plugin for WordPress that lets you build landing pages from scratch. It also offers templates.
I worked with it in 2014 and 2015, but have since switched to Thrive Content Builder. Why? For one, I could no longer work fluidly with OptimizePress. This landing page tool kept crashing completely or getting stuck. On the other hand, I didn’t like the templates from the beginning, because they look very old-fashioned.
Honestly, I don’t know any reason why you should still get OptimizePress. But I wanted to mention it here for the sake of completeness.
Landing Page Tips
These landing page tips are meant to help you create a successful landing page. Certainly, not every tip is relevant for every product. Some products, in turn, have special features that offer very specific opportunities for optimization. Nevertheless, these landing page tips will give you a good foundation for building a successful landing page.
Testimonials, seals of approval or testimonials can now be found on every optimized landing page. These elements create the so-called “trust”. In other words, the user’s trust in the product (or the landing page) and have a significant influence on the user’s conversion rate. However, the trust-building measures do not have to end with these elements. Trust is also created by presenting the company personally. After all, B2B customers are only human.
The trust-building measures should be selected according to product and target group. For example, testimonials could be difficult with indiscreet products or services. Here, the landing page must resort to other means. Some products or services may rely on very specific trust-building measures:
White papers with information on product-relevant topics
A blog that showcases the company’s expertise
It is also important that the promises made can be kept and are realistic. The user is suspicious and questions. Therefore, all questions of the visitor should be answered from the beginning. He must have the feeling that the landing page is interested in solving his problem. Accordingly, extreme advertising texts should be discouraged. The texts of the landing page should focus on solutions and advantages of the product.
Removing navigation from your landing page can increase your conversion by up to 100%.
It’s logical: your landing page is focused on one action. A menu of links leading somewhere else distracts from that action.
Oli Gardner of Unbounce also calls this “attention ratio.” It describes the ratio of links on your landing page to your conversion goals. The perfect ratio is 1:1: one landing page, one goal, and accordingly, only one clickable call-to-action.
Yet only 16% of landing pages don’t have a menu. We should all change that as soon as possible, right? After all, it’s quick.
Give your landing page a meaningful headline and subheadline. Similar to blog posts, the headline is often the first or last thing your visitors see. If it’s boring or meaningless, visitors will leave the page immediately without filling out the form.
With your headline, you also make a promise. For example, “Here’s how to read more books.” The subheadline specifies your promise: “The world’s first speed reading app”. You can also emotionalize your headline a bit “Why some people can read up to 5 books a week.”
Establish reference to the ad
Make a clear reference between the ad and the landing page. The visitor does not know beforehand where he will end up when he clicks on a link in an ad. Allow him orientation by continuing the ad on the landing page in terms of content, language and visuals.
Call to Action (CTA)
For every landing page, without exception, the goal is for users to take a desired action, such as filling out a form, purchasing a product, etc.
In order to persuade the user to take this action, it makes sense to address them directly once again, in order to repeatedly give them an impulse. Short and concise statements or prompts (“Learn more”/”Order now”) are particularly suitable here. Nevertheless, care should be taken that the potential customer does not feel patronized, but is guided in a subtle way.
However, not only the wording is crucial, but also the placement of the CTA button. The beginning or the end of an advertising message have proven to be the most suitable here, whereby care must be taken that the CTA does not get lost in the advertising message, but remains prominent.
Optimize your landing page for mobile devices
If you’re running ads through Facebook, Google, or Affiliates, you can be relatively sure that a large portion of users will arrive at your site using mobile devices (unless you’ve configured your ads differently). After all, according to a survey, 46% of respondents already say they use smartphones to make their online purchases. Unfortunately, though, many make the mistake of relying on a well-crafted desktop page while completely neglecting the mobile version of their landing page.
So make sure you prioritize the mobile version and make changes to it first. Also, try to keep the page loading time as low as possible, as too long a loading time will unnecessarily increase the bounce rate. In fact, studies have shown that users who have had a bad experience with a brand’s mobile site in the past are 62% less likely to buy the brand’s products.
Focus on content above the fold
Content “Above the Fold” should contain all the essential information and already provide enough incentive to convert.
Content Below the Fold is for more detailed description
The “Below the Fold” area describes the area that is not visible when the website is initially called up and only becomes visible through user interaction, e.g. scrolling.
The Below the Fold area is used on landing pages to present the bullet points, benefits, keywords, etc. mentioned at the beginning in more detail. This allows interested users to get more in-depth information about the offer. Here, too, it is important to focus on the essential points and fill in as few text blocks as possible.
Important: The fold varies from device to device. When creating the landing page, the different displays should be checked and optimized for this reason. Different developer tools make this possible.
Address users emotionally
A B2B customer is not a different person than the one who shops in a B2C store in the evening. He often makes illogical decisions that can hardly be predicted with theory. I provide emotional content wherever possible. Visiting the landing page must be fun and not only appeal rationally, but also create a good feeling. Whether with texts, images or the color scheme. Experience shows that consciously focusing on positive emotions is half the battle. Most landing pages look good at first glance, but they are often standard commodities and appeal to a purely rational person whose gaze I just have to skillfully guide and then convince him with some conclusive arguments. But people don’t work that simply.