You know your landing pages are a crucial cog in the conversion funnel.
You’ve probably read a few articles on crafting a solid landing page, and perhaps even performed some A/B testing on the pages you’ve made.
And you may have been less than impressed with the results.
That’s fairly common — because creating an effective landing page is often more challenging than it sounds.
There are a few essential elements you should include, but determining the best way to incorporate those elements into your page can be difficult. This is especially true when you consider that the most effective approach varies by business.
What works for your site may or may not work for anyone else’s, and vice versa. That’s why the most effective landing pages are those that are designed with your specific audience in mind.
But when something as simple as one word can double or halve conversions, it can be overwhelming to even find a starting point.
You have plenty of room for testing and tweaking after you launch your page, but first, you need to create a decent canvas to test.
This step can be extremely expensive and time-consuming, particularly if you choose to work with a designer on a custom page.
But while custom designs can yield fantastic results, they’re certainly not the only option. There are several platforms you can use to quickly launch templated landing pages for your campaigns.
Of course, some of these tools are better than others in terms of quality, features, and pricing. So after you’ve decided you want to launch a templated landing page, you still have some research to do and decisions to make.
That’s why in this post, I’ve compiled a list of the best ones to simplify the process. Keep reading to learn how to decide whether templated landing pages are the right choice for your business, and which options to consider for your site.
Why use templated landing pages?
Before we get into the specific platforms you can use to launch templated pages, it’s important to determine whether these pages are the right choice for your business.
After all, they aren’t the best option for every site.
Some companies prefer to launch custom-built pages for each of their campaigns, and that’s a perfectly valid choice.
So with that in mind, let’s take a look at four reasons you might choose to use a templated landing page:
1. These platforms are built with conversions in mind
The simplest way to launch a landing page would be to use your site’s standard template.
You’d replicate an existing page, or create a new page in your WordPress dashboard, then add images and copy tailored to the campaign’s goal.
If you’re new to creating landing pages, you’ve probably considered taking this approach.
And while this approach could technically fulfill the requirement of a unique page for an advertising campaign, it’s doubtful that this would generate the results you want.
When it comes down to it, your goal for each landing page should be to create something that excels at driving conversions.
And although your standard template might be great for encouraging visitors to engage with content and learn about your business, it likely wasn’t made with the goal of optimizing individual pages for maximum conversions.
Just think about the landing pages you’ve seen as a consumer, like this one from Shopify:
Notice how minimal this page is.
It’s designed without a navigation bar, a sidebar, a footer, pop-ups, social widgets, or even links to other pages.
That’s because it was designed with the single goal of encouraging users to click the designated CTA buttons and launch their online store.
When you include the other elements that come standard on the rest of your site’s theme, they distract from the main goal and decrease each visitor’s likelihood of taking the action you want them to take.
But when you use a templated landing page, you start with a canvas that’s designed to drive users to convert.
Plus, many of these platforms also come with testing tools to make your landing pages even more valuable for your site.
Instapage, for example, enables users to run A/B tests on the platform.
So when you use a platform like this, you not only get a template that’s conversion-focused from the start, but also the ability to improve and tailor that template for your audience.
2. They’re less costly than custom design
The most effective landing pages are tailored specifically to the campaign that’s intended to attract traffic to them.
But creating a unique landing page for each ad campaign can quickly get expensive. That’s especially true if you design your pages from scratch.
High-quality custom design isn’t cheap. In fact, experienced designers often charge $150—$200/hour. And while the work the work they produce is often some of the best you’ll see online, it simply isn’t in the budget for many businesses.
Fortunately, ready-made pages significantly reduce the cost.
Many of the templates available online can help you produce similarly effective pages because they were created by experienced designers.
But because they don’t require a designer to tailor the design to your business and specifications, they’re available at a fraction of the monetary investment.
In fact, some platforms like PageWiz start at $29/month.
This is a much more affordable option, and well within most businesses’ marketing budgets.
So if you’re looking to create compelling landing pages, but don’t want to spend thousands of dollars on custom design, the platforms on this page could be the perfect choice for your site.
3. They’re the fastest option
If you want to get an ad campaign up and running relatively quickly, you won’t want to spend weeks waiting for a landing page.
But that’s often the case for businesses who hire a contractor or agency to create a custom design.
Templated pages eliminate that waiting period because the graphic design process has already been completed.
They allow you to start with a basic framework that has everything you need for a successful landing page. Then, you can make as many — or as few — alterations as you need to make it fit your campaign and goals.
For example, LeadPages offers tons of templates, with a variety of layouts and potential elements.
Users can customize each of these templates to reflect their campaign’s goal and connect with their target audience.
So if you want to spend time experimenting with color schemes, adding custom graphics, and testing various calls to action, you can.
But if you don’t want to spend time on all of those steps, all you really need to do is replace the placeholder text with your own copy. With this approach, it’s entirely possible to get a page up and running within a matter of hours.
4. They’re guaranteed to at least not suck
When you create a landing page from scratch, you have a lot of decisions to make.
You have to determine which elements you want to include, what you want each of those elements to look like, and where you want to place them on the page.
And although that means you have a lot of room for creativity, it also leaves a lot of room for error.
Wildly original pages certainly have the potential to be engaging and compelling. But they also have the biggest potential to throw your visitors off and prevent them from converting.
Maybe that’s a risk you’re willing to take.
But if not, you can be sure that when you use a template from any of the platforms on this page, you’re starting with a tried-and-true design.
After all, these sites specialize in helping businesses create effective landing pages. Many of them have been around for years, and have had their templates used by thousands of companies.
So they know what works — and what doesn’t.
As a result, the templates they have available have all been designed by professionals, with the insight that comes along with seeing how various designs have performed for thousands of site owners.
In fact, some platforms, like Unbounce, even offer templates designed with specific industries in mind.
So if you’re unsure of how to even begin the process of creating an effective landing page, templates like this could be the perfect starting point.
Simply choose one that was designed for your industry, and rest assured that it’s already generated positive results for businesses like yours.
The criteria and control
As I compiled resources for this list, I aimed to select tools that were in line with what the majority of businesses need to create effective landing pages.
In most cases, those needs line up with the reasons in the previous sections.
Marketers typically want to launch quality landing pages, in a relatively short amount of time, for a reasonable cost, and with the confidence that they’ll drive the results they want.
And if they’re shelling out a chunk of their marketing budget for a landing page tool, they want to be sure that it’s worth the investment.
So as I compiled this list, I kept a few criteria in mind and measured each platform against a free alternative to assess its value.
The primary criteria for making this list was quality. Would the landing pages provided by these tools actually convert?
Next, I weighed price. This is a major consideration for most businesses, so it made sense to make it a factor in my rankings.
For services offering price points based on monthly visitors, I refused to consider anything below 5,000 monthly visitors because frankly, that is just ridiculous.
I also considered features or the set of tools each option offers beyond standard landing page creation. Although your primary goal when using any of these platforms will be to launch a page, the additional capabilities available can make a huge difference in your campaign’s results.
Finally, I factored in support. I wanted to know how easy is it to contact each company, and what kind of help a user can expect if they run into problems.
After all, no tool is perfect — and when you run into issues, you want to be sure that the company will help you resolve them as quickly as possible.
The “control”: IM Creator
Whenever I’m compiling lists of tools, I always like to start out with a free option.
This provides a nice baseline to consider as you evaluate whether or not it’s worth it to shell out limited resources for a landing page service.
In this case, that “control” is IM Creator.
IM Creator will not give you an ideal landing page with no effort.
In fact, it’s more of a 3-click option than a 1-click. It will, however, allow you to easily create an attractive, usable landing page at no monetary cost.
For WordPress users with no coding background, it might be tricky to integrate the platform’s signup forms into an HTML page. But if you’re still building your site and have the ability to edit your code, this is a great option that won’t add to your expenses.
Of course, anything free is free for a reason. In this case, the pages include IM Creator branding, don’t allow for eCommerce integration, and don’t include any form of support.
Plus, hosting your landing page on your own domain requires an additional fee.
That said, if the landing page service you’re evaluating doesn’t provide much more value than IM Creator, you might want to reconsider if it’s worth the extra expense every month.
With this in mind as a baseline, let’s get into the seven services I’ve identified as some of the best for simple landing pages that convert.
We’ll do this in countdown format, working our way up from platforms that will get the job done to those that provide some of the most effective results possible.
Our first option, PageWiz, keeps the focus on speed and simplicity.
Cost: Starting at $29 per month for 5,000 monthly visitors
As soon as you land on the company’s site, you’re told that you’re “literally minutes away from having a landing page campaign up & running on the web.”
Right from the start, it’s clear that the platform’s focus is helping users launch pages quickly and easily.
It doesn’t claim to offer state-of-the-art features (because it doesn’t), but at this price point, it’s a great deal. Plus, the company uses a modern, matte design concept for many of their designs.
This feels trendy and unique — so it’s not immediately obvious that these pages are made from a template. No other landing page services I reviewed allow users to replicate this modern design type, making it a feature that’s unique to PageWiz.
From there, the service includes a user-friendly visual editor, plus unlimited A/B testing for all of its plans.
While all of the services on this list offer A/B testing functionality, many only include it with plans at a much higher price point, making this a notable inclusion.
PageWiz also offers the full slate of professional integration you’d expect from a landing page builder, with platforms like MailChimp, Salesforce, and Zapier.
The platform also offers white label email marketing services, so that users can send automated emails free from PageWiz branding.
To round things out, PageWiz is highly reviewed in the customer support department, and their website features live chat and easy-to-find contact info.
All in all, this is a solid option — and at $29 per month, it’s a great starting point for marketers who want to launch effective landing pages without a large investment.
Next on our list is Lander. To sum it up, this platform does everything well, but nothing exceptional.
Cost: Starting at $49 per month for 5,000 monthly views
At this price point, Lander is neither a steal nor a rip-off. Their landing page templates are limited, but they are clean and modern.
They also align very well with conversion optimization principles.
Right from the start, Lander’s website is straightforward and easy to navigate. Their homepage explains that they offer “100+ ready-made landing page templates” and encourages visitors to “Start building landing pages in minutes with the best landing page designs!”
From there, the site’s templates include versions for various industries and offer types, including products & services, webinars & events, portfolio pages, “coming soon” pages, and eCommerce pages.
And no matter which template you choose, you can customize it in Lander’s visual editor.
All you have to do is drag and drop elements to where you want them on your page. This enables you to make each one look how you want, without messing with CSS or HTML.
Feature-wise, Lander is one of the few to offer A/B testing at every price point. This is a huge advantage if you know you want to test your pages for conversions right from the start, but don’t want to pay additional fees to do so.
Another feature that stands out is the ability to enable dynamic text replacement, or DTR. This means you can set your landing pages to automatically match certain text elements to the keywords in your PPC campaigns.
So if you run AdWords campaigns with multiple keywords and ad sets, you can integrate your page with AdWords dynamic keyword insertion, or DKI. This way, if you want to direct multiple keywords to the same landing page, you can make the page relevant to each visitor.
Lander’s pages are also easily integrated with Paypal, social media, MailChimp, Salesforce, and all the other entities you’d expect with a premium service.
In terms of support, the site makes it easy to get in touch. From the moment you reach the Lander homepage, you are two clicks away from their contact form, which is located exactly where you’d expect it to be.
Plus, two customer service reps are listed next to the contact form with phone numbers included in case your question is a bit more urgent.
This may sound like a mediocre review, but in a market where most players have at least one major deficiency, Lander stands out as being one of the most well-rounded services available. You won’t be overcharged.
You won’t get a crappy landing page. And you won’t have to work your way through a maze in order to get your question answered.
Sounds good to me!
Next on our list is Landingi, which claims to be the “Landing Page Builder for non-programmers.”
Cost: Starting at $29 per month (if you pay annually)
Landingi offers a great selection of templates and unlimited A/B testing at each price point. It’s a solid option at a great price.
The platform also offers a straightforward visual editor, making it easy to modify all of its pre-designed templates.
In terms of features, Landingi includes everything you would expect, plus a free image library to supply your landing pages with high-quality visuals, and a “one-click publishing” tool to help you get your pages up and running as quickly as possible.
The platform also captures lead information. Although the interface isn’t as complex as a standalone CRM tool, it’s pretty good for a built-in addition, and can help you manage the form submissions you generate from your landing page.
Another helpful feature is its in-platform analytics. Again, this tool doesn’t provide the level of insight you’d gain from a tool like Google Analytics — but it’s conveniently located in the tool’s dashboard, and can give you an at-a-glance overview of your page’s results.
Overall, $29 per month for unlimited visitors and a great selection of templates is enough to earn Landingi the #6 spot on our list.
Instapage claims to be “The Most Powerful Landing Page Software for Teams,” and this focus is apparent in the platform’s collaboration tools.
Cost: Starting at $69 per month for up to 200,000 unique visitors
Instapage has a very large, high-quality selection of templates. While there are some sleeker, flashier options available, you won’t go wrong with an Instapage landing page.
Plus, with over 200 options, you have plenty of options. In fact, I placed Instapage ahead of Landingi largely because of their bigger template selection.
Much like the other tools we’ve covered so far, Instapage benefits from an extremely simple, user-friendly interface. You won’t need a month to figure the software out.
But one of the features that sets the platform apart from its competitors is its focus on teamwork. While most landing page builders make it easy for one person to edit and customize a page, Instapage is designed to make collaboration easy.
Instead of providing feedback and suggesting edits in a third-party project management tool, teams can add instant feedback and markups to page drafts. They can also make real-time edits to make sure that everyone is always on the same page.
If launching a landing page on your site requires approval and input from multiple people, this feature could help you speed up the process and get your pages launched as quickly as possible.
But beyond that, many of the platform’s best features, like unlimited A/B testing, heatmaps, dynamic text replacement, and advertising attribution analytics are only available for users of the tool’s higher-level plans.
For example, users who subscribe to one of the company’s plans priced at $99+ per month can integrate their landing pages directly with Google’s suite of tools, including Analytics, AdWords, and Tag Manager.
They can also set up their pages to pass information directly to other marketing automation or CRM tools to simplify the tracking process.
For example, advertisers who use additional ad networks with drop-in pixel tracking can easily connect their landing pages with their campaigns.
Users can also integrate their preferred analytics tool to access all of the metrics they need directly in the platform’s built-in reporting dashboard.
In terms of support, Instapage offers a robust Help Center, including video tutorials, plus a Live Chat feature.
They also offer a“Dedicated Customer Success Manager” but only for Enterprise-level users. The pricing for this plan is “customized,” but presumably more than the Team & Agency plan which costs $179 per month.
Still, given the extensive template options and stellar support, Instapage is a fantastic option for creating effective landing pages, particularly for teams.
Wishpond is another service that does a lot of things well.
Cost: Starting at $49 per month for up to 1,000 leads
With a starting price of $49 per month, Wishpond is one of the few services that doesn’t put a cap based on visitors for its lowest-level plan.
But it does put a cap on the number of leads you can generate with your page, and the basic plan limits users to 1,000 leads per month. Users can bump this number up to 2,500 leads for $99 per month, or unlimited for $199 per month.
Unlike Lander, Wishpond also doesn’t offer A/B testing at its lowest price point.
Still, Wishpond’s landing pages are slightly better quality than Lander’s, in my opinion, and the platform offers a few other features that give it the edge.
From there, it’s also worth noting that Wishpond caters to two different types of users.
If you’re simply looking to build landing pages, you’d fall into their first category of “Do It Yourself” users.
But the company also offers more hands-on campaign management for users who are looking to hand off more of their marketing tasks to a team of experts.
This second option isn’t for everyone, but if you’re considering outsourcing parts of your marketing campaign, this could make Wishpond a logical choice.
For users who opt for this type of plan, the company manages their campaigns all the way from advertising platform selection. They determine the appropriate budget and target audience, then run tests to optimize ad design and messaging.
They also manage the landing page design process to maximize conversions and ensure that each page is appropriate for the company’s business goals.
For users that don’t opt for this type of plan, Wishpond still offers several compelling features. The most notable is their built-in email automation tool.
Just like the site’s landing page builder, their email builder makes it easy to create visually appealing email content with a drag-and-drop editor.
From there, users can create automated campaigns that send targeted emails to the visitors that convert on their landing pages. These campaigns are designed to nurture leads and move them through the sales funnel.
Users can also segment their email lists to make sure that each subscriber receives relevant content, and enable notifications so that they know as soon as a visitor becomes a lead.
The company takes segmentation a step further by allowing users to manage and analyze individual leads.
With this insight, it’s easy to see which leads are qualified and pass them right along to the sales team.
Finally, one of my personal favorite features with Wishpond is the ability to create opt-in popups. I can’t say I love popups as a user, but marketing research has clearly demonstrated that opt-in popups are extremely effective at generating conversions.
Typically, purchasing an opt-in pop-up tool from a third-party service like OptinMonster requires an additional subscription fee of anywhere from $9-$199 per month.
Having that feature included is a huge value-booster from Wishpond. So if you’re interested in adding pop-ups to your site, or are interested in eliminating the monthly fee you currently pay from a pop-up service, this could be the right option for your site.
If you’ve spent any time at all researching conversion rate optimization, you’ve likely already heard of Unbounce. The company is a well-known leader in landing page optimization.
Cost: Starting at $79 per month for 75 landing pages
Unbounce is certainly not the cheapest initial offering, but even their lowest-level plan comes with a pretty impressive set of features.
For starters, it includes 75 landing pages and eight pop-ups and sticky bars.
Users can opt to launch landing pages based on Unbounce’s templates or create new, custom pages from scratch. And naturally, the platform includes a user-friendly drag-and-drop editor.
The editor is fairly standard, but the templates themselves stand out from many other options on our list in terms of quality. They appear polished and professional right from the start.
Plus, this editor also allows users to customize pop-ups, sticky bars, and other conversion-focused elements.
For example, if you want to reduce the number of users who abandon a specific page, you can use Unbounce to easily create exit-intent pop-ups that match the rest of the page’s content.
You can also customize the triggers for these pop-ups and set your targeting preferences so that you have full control over which users see them. This will help you ensure that you’re always serving relevant offers to your visitors.
From there, Unbounce’s biggest advantage and the most well-known feature is its set of A/B testing tools.
In this regard, it’s at an entirely different level than the other options on this list (and it’s the only one that we included on our list of the 6 Best Testing Software Services for Small Business).
The platform offers a full suite of tools for creating variants, learning about site visitors, and optimizing pages for conversions.
Plus, all of its plans come with unlimited tests. So if A/B testing is a priority for your business, Unbounce could be a great choice.
Its basic plan also includes dynamic text replacement, plus integration with platforms like WordPress, HubSpot, Zapier, and Infusionsoft.
The best way to summarize this platform is a quote right from Unbounce’s site: it’s “a platform you’ll never outgrow.” It may take some time to fully maximize its capabilities, but if you go with this platform, you can be confident that you’re getting a powerful tool.
After some extensive analysis, I’m giving the top spot on this list to Leadpages.
Cost: Starting at $25 per month for unlimited visitors
Are you surprised that the top tool on this list is one of the least expensive?
So was I.
While Leadpages doesn’t offer quite as many features as some of the other tools on this list, the features that it does offer are an incredible value at $25 per month.
So if you’re looking to create a simple, effective landing page without maxing out your marketing budget, this could be the tool for you.
For starters, Leadpages’ most basic plan includes unlimited landing pages with unlimited traffic ad leads, plus 160+ templates from which to create those landing pages.
In their template library, you’ll find options tailored to an extremely wide range of industries, too. So whether your business is a dental practice or a yoga studio, you’ll most likely be able to find something that’s appropriate for your needs.
The platform’s basic plan also includes an unlimited number of pop-up forms to you reduce abandonment and convert more leads.
From there, one of the platform’s most unique features its integration capability with Facebook.
Users can use Leadpages’ Facebook Ad Builder tool to instantly create ads that match their landing page’s content. This way, there’s no disconnect between the campaign and the landing page it sends traffic to.
If you want to step up your Facebook campaigns, this could be the perfect way to do so.
Like Unbounce, Leadpages was created specifically with landing page conversions in mind. But unlike Unbounce, Leadpages doesn’t stop at the page itself.
While most platforms only offer advanced support to their higher-level users, Leadpages includes a weekly “Q&A Coaching Call” with all of its plans to help users make the most of their marketing campaigns.
Plus, its integration with 40+ platforms means it’s easy to use Leadpages with almost any of the tools you’re already using.
In my estimation, the features offered at this extremely low price point make Leadpages the best value on this list.
But overall, any option on this page can be a good choice for your business. Though they vary in price points and specific features, they’re all designed with one common goal in mind: Convert more leads.
If you’re struggling to choose a landing page tool for your business, start by identifying what your business needs.
Then, review this list and determine which of these options meet those needs. In most cases, it makes sense to choose the one that can deliver exactly what you’re looking for at the lowest price.
If you need advanced functionality or are planning to expand your landing page creation and testing in the future, going with one of the more costly options might be a wise choice.
But if all you need is a few basic landing pages, there’s no need to wreck your marketing budget.
There are plenty of tools here that can help you accomplish exactly what you need — for as low as $25 per month.
Landing pages can make or break a campaign’s success. They’re where visitors determine whether to convert and become valuable customers — or not.
This means it’s more than worth it to invest some time and money into developing great landing pages. Though this requires more work upfront than sending ad campaign traffic to an existing page, it will yield much better results in the long term.
And though creating effective landing pages can be tough, each of the seven platforms on this page can help you do just that.
In fact, I’m confident that any option on this list can be a good choice for your business.
So if you’re ready to start generating more leads and sales from your ad campaigns, it’s time to get serious about your landing pages.
Choose an option from the list above, and start creating.
What factors are most important to you when evaluating landing page tools?