Last Updated on June 2, 2023 by Alex Birkett
As an acquisition marketer, you speak in the language of CTAs, CPAs, and of course, landing pages are at the center of it all.
They’re where you direct targeted traffic for ad campaigns. They’re how you build out SEO pages designed to pull consistent, relevant users in every month organically.
And fortunately, there is an absolute abundance of tools on the market to help you build landing pages.
Actually, there are probably too many tools – what should be a simple process (asking, ‘does this tool help me build high converting landing pages?’) becomes an arduous process of trying to filter between the good, the bad, and the useless or irrelevant.
And of course, different people have different landing page builder requirements. This makes for a tough buying process.
Additionally, almost all review data is bullshit – don’t trust extortion sites like Capterra to make decisions for you (it’s all pay for play garbage). G2 has better incentives, so I’ll use G2 scores in this list – but I’d be skeptical about other review sites.
I’ve worked with dozens of clients across all company sizes and industries in my content marketing agency, and of course, in my own career, I’ve built landing pages at three different companies as a full time employee (LawnStarter, CXL, HubSpot).
I’ll give you my experience and unbridled opinion of the landing page tools I’ve used.
(Also, I’m clearly going to use some affiliate links here so I’ll get commission if you buy some of the tools listed here.)
The 13 Best Landing Page Builder Tools in 2023
- Unbounce
- Hubspot
- Instapage
- Elementor
- Wishpond
- GetResponse
- MailChimp
- Landingl
- Webflow
- Pagewiz
- Shortstack
- Eloqua
- Marketo
1. Unbounce
Unbounce is my second favorite tool, and it’s what I pretty much always suggest when working with clients. I’m probably most used to Unbounce’s platform and for the vast majority of marketers, it’s the #1 tool I recommend.
Two big things: it’s affordable, and it integrates with all important marketing technology tools.
It’s also fairly easy to use once you get the hang of it, though, honestly, the interface of the landing page builder could probably use some unbiased user testing. I’m not sure if it’s just me, but I’m constantly struggling to find out how to do relatively simple things.
Overall, though, Unbounce is quite powerful and also shares many of the scalable features that HubSpot does (though without the native data utility and ease of personalization – best bet is to use a CDP like Hull.io or a DataLayer to accomplish that with Unbounce).
I like that they have a great blog, good support documentation, and a conference and community filled with passionate power users. Makes it easy to find freelancers and agencies who know Unbounce.
Pros:
- Strong user base and support community
- Annual conference (fun and informative with lots of product demos)
- Easy to use once you get the hang of it
- Lots of templates to start with
- AI page builder and AI copywriting features
Cons:
- Frustrating UI at times (especially before you get the hang of it)
- Doesn’t seem incredibly scalable (think 1000s of landing pages)
- Gaps in their native integrations and sometimes tricky to set up through Zapier (plus, that’s more $$ for you)
Pricing: Starts at $79/month
G2 reviews: 4.3/5
2. Hubspot
Even if I didn’t work at HubSpot, it would be my one of my favorite landing page builders I’ve used, if only for one simple reason: it’s highly scalable.
There are tools that are cheaper (HubSpot’s starts at the $800 pricing tier – though you do get lots of other stuff at that price, not just landing pages). There are tools that are easier to figure out. But once you’re up and running, it’s easy to scale out templatized pages, swap out child elements on individual pages, and move wildly quickly while pushing out tons of pages.
If you’re doing SEO or paid at scale, this is a huge benefit. I don’t want to spend time tweaking silly little things on every page I put up. I want a designer to put together a good framework for me, and then I want to worry about tweaking the small things and driving conversions.
Biggest bonus? If you use other HubSpot tools (CRM, email, marketing automation) it’s massively easy to run powerful landing page personalization and also workflows upon the lead conversions.
Pros:
- Includes pre-made and pretty templates (plus hundreds more available from HubSpot Marketplace)
- Mobile-optimized
- Run A/B tests with HubSpot’s native a/b testing feature.
- Powerful personalization capabilities (name, location, industry, design) using CRM data
- Directly integrates with HubSpot’s other powerful tools
Cons:
- Quite a bit more expensive compared to the others on the list
- Lacks AMP mobile pages
Pricing: starts at $800 per month
G2 reviews: 4.4/5
3. Instapage
Instapage feels relatively similar to Unbounce in my experience, though they may even be an easier landing page builder to use if you’re not a power user or design expert.
They give you tons (hundreds) of super-pretty design templates to get you started. Onboarding is clean and easy. The interface is intuitive. I’m not a designer, so all of this is of extra benefit if I’m using it and don’t have any other resources to help out.
They’re also especially attuned to the PPC market – they allow you to craft campaigns for Google ads, Facebook ads, and Retargeting ads and then tie-back the landing pages to these points. You can then easily customize and personalize the landing pages to match the ad campaigns you’re running.
I’m not sure if this is still the case, but when I last used it, they made it very difficult to cancel, which left a bad taste in my mouth. So as long as you remain a customer forever and ever, you’re fine 🙂
Pros:
- Powerful and easy to use
- Product-driven company, feature heavy, and able to scale
- Built for PPC (but also obviously works for other purposes)
- Lots of templates to get started
Cons:
- They used to have poor service (in my experience). From online reviews, looks to still be the case.
- Pricier than many (especially at higher tiers)
Pricing: starts at $149/month
G2 reviews: 4.4
4. Elementor
I’m a WordPress power user – my personal site is built on it, and every new side project I spin up uses it. Many of my clients use it (particularly for their blogs), and we used it at CXL and LawnStarter.
As far as a CMS goes, WordPress is my constant choice.
Therefore, any tool that integrates with WordPress well is a friend of mine, and Elementor Landing Pages are built for and right on top of your WordPress site.
I like that it’s wildly easy to use. You can spin up beautiful landing pages even if you’re not a designer (like me).
One caveat is that it’s not the most feature-heavy or scalable solution. In my experience, it’s best for sites that don’t have tons of landing pages.
Pros:
- Built into WordPress
- Easy to use visual editor
- Affordable
Cons:
- Only on WordPress
Pricing: starts free, then goes up from there
G2 reviews: 4.7/5
5. Wishpond
Wishpond is an all in one marketing automation suite for small businesses. It’s got tons of tools as part of the suite, including, of course, landing pages. But you also get native A/B testing functionality, website popups (exit intent, scroll triggered, etc.), website forms (any type – super customizable and feeds into the rest of the platform), contests and promotions, and marketing automation functionality.
As with many all-in-one suites, I find that any given tool of theirs has a stronger competitor; the real advantage to using something like this is the simplicity and the ease with which you can coordinate data between different functionalities (e.g. piping form submissions to your marketing automation, etc.)
When I used the landing page tool, I thought it was easy to use and, for what I was trying to do (simple design), it got the job done. They also have a ‘done for you’ option if you’re lazy (aka efficient).
Pros:
- 100+ mobile-friendly landing page templates
- Full marketing suite that includes other tools like popups, contests, and email marketing
- Super easy native a/b testing
- Tons of integrations (300+)
Cons:
- “All in one” usually means not “best in class” – and they may prioritize other features in their roadmap
- A/B testing not included in all plans
- Custom JavaScript not included in all plans
- Lowest-tier plan limits you at 1000 leads.
Pricing: $49/month for Starting Out plan; $99/month for Everything You Need plan; $199/month for Rapid Growth plan
G2 reviews: 4/5
6. GetResponse
GetResponse is another “All in One” platform, offering not only a landing page builder, but an email marketing and automation toolset, webinars, CTAs, and even “built for you” funnels.
To start, I love GetResponse for email marketing. I’ve tested many solutions, and they have top tier deliverability. It’s also easy to use for simple drip campaigns (harder for complex automation).
But we’re here for landing page builder reviews, and in that sense, I think there landing page builder is…pretty decent. It’s easy to use, but it doesn’t seem to be their biggest focus product-wise.
If your main email and automation tool is GetResponse, it helps to keep everything on the same platform. That’s the biggest benefit here (and you’ll save money by doing so, too).
Pros:
- Very affordable, especially since you get so many different tools
- Free access to 5000+ Shutterstock photos to use on your landing pages
- Native A/B testing functionality
- You can set up your own domain or publish quick and dirty pages on a GetResponse domain for fast testing.
Cons:
- The landing page builder isn’t GetResponse’s main feature or biggest focus
Pricing: starts at $15/month for just email, then up to $49/month for Pro. $165/month for Max plan and then $1199/month for Enterprise.
G2 reviews: 4.1/5
7. MailChimp
MailChimp, as their recent podcast advertising campaigns emphasize, outgrew their name. They no longer just do email. They do all kinds of stuff, like marketing automation (albeit basic stuff in my opinion) and offer a sort of CRM for marketers.
One of their earliest features to branch out of the email specialty was their landing page builder.
Pros:
- Super easy to use
- Integrates with literally everything
- Strong email marketing component
- Large community of users and good help documents
Cons:
- Not built for scale/enterprises
- The landing page tool is definitely not their primary focus
- Have to upgrade to build on a custom URL
Pricing: freemium
G2 reviews: 4.5
8. Landingi
LandingI bills themselves as the “landing page builder for non-programmers,” which usually means there’s a dearth of features and an inability to customize things. But in this case, I actually really like the product. Landing page creation should be simple. They do what they say they do, and they do it well.
They also start you off with tons of templates and great onboarding.
Pros:
- Tons (200+) templates to start you off
- Super easy drag and drop functionality
- Embeddable on your Facebook page
Cons:
- Basic plans don’t include A/B testing or Zapier integration
Pricing: starts at $29 per month
G2 reviews: 4.4/5
9. Webflow
Webflow is a new-ish solution to the CMS game, which means they also make a mean landing page builder. They’re part of the no-code movement, which means you don’t need to be a programmer (or really even a great designer) to whip up landing pages that look excellent.
I’m all for it. I think it’s a great tool. Best used if you also use it for other parts of your site like the main website or blog.
Pros:
- Great web design tool that generates clean code
- Mobile friendliness built right in
- Advanced CSS and JavaScript managers for the professionals among us
- CMS and hosting included
Cons:
- Much different than other tools in terms of usability – takes time to learn and get used to
- Apparently, still has issues with Firefox and Edge
- Not just a dedicated landing page builder. Much more. (could be a good or bad thing, depending on what your use case is)
Pricing: pretty confusing, but it starts out free
G2 reviews: 4.3/5
10. Pagewiz
Pagewiz is an outstanding landing page builder, and in reality, I probably should have put it higher on this list (too late to turn back now).
Tons of companies are now proudly proclaiming that they’re “Product-Led” (ironically, they’re doing so mostly as a marketing tactic).
I can tell you that Pagewiz, from the founder on down through the company, is truly product-led. They invest their resources in product. They care about being best in class, even if it’s at the expense of doing flashy conferences or marketing campaigns.
I like the tool.
Pros:
- Phenomenal product
- Great support
Cons:
- Not as much of a support community or user base to interact with
- A lack of education materials around the product and landing page optimization
Pricing: Starts at $25/mo for up to 5k visitors up to $169/mo for 100k visitors. Custom enterprise pricing available upon request.
G2 reviews: –
11. Shortstack
Shortstack is dope if you want to do way more than just simple landing page campaigns. For example, they have tools for all kinds of campaigns, like hashtag campaigns, comment campaigns, instant-win giveaways, user generated content, and more.
A dream for a full stack marketer tasked with driving leads!
The landing page builder is standard, easy to use, and nothing crazy robust. But you can build standalone pages, embed on your website, added to your Facebook page, etc. – so they’re versatile.
I’d say this isn’t the typical PPC landing page builder, but if you’re looking to do some creative social media marketing and campaigns, it’s worth a shot.
Pros:
- Tons of interesting contests, giveaways, and other cool campaign available
- Versatile landing page builder (can be used for many different types of landing pages
Cons:
- Not fully focused on landing pages
Pricing: $29/month for up to 2,000 entries
G2 reviews: 4.4/5
12. Eloqua
While I’ve never personally used Eloqua, I’ve talked to many marketers and consultants that have. Many have good things to say about the system as a whole, but the landing page builder isn’t usually looked at very favorably.
There was a conversation on landing page builders – specifically those designed to scale out thousands of landing pages – in the CXL Facebook group. This was prompted by Angie Schottmuller, who was looking for a better solution to scale landing pages, and was looking to move off of Eloqua.
In her (exact) words, here were the main issues with using Eloqua for landing page creation:
Pros:
- No one got fired for buying Oracle?
- Full suite of automation and marketing technology solutions
Cons:
- Complicated to use
- Tracking breaks because of forced redirects to an Eloqua intermittent page
- Everything else Angie mentions
Pricing: I couldn’t tell from their website, so you probably have to go get a demo
G2 reviews: 3.8/5
13. Marketo
Same message as Eloqua basically, except better at landing page building and marketing automation (slightly better reviews from G2 and whatnot, too)
Pros:
- Powerful marketing automation (world class stuff)
- Part of Adobe (if you use it already)
Cons:
- Part of Adobe (if you don’t use it already)
- Complex
- Expensive
Pricing: demo yo
G2 reviews: 4.1
Conclusion
Honestly, you probably don’t need to comb through this huge list of landing page builders. Your analysis paralysis is killing you – just make a decision! I recommend one of these:
Pick your price point and preferred feature set, and start capturing leads already.