When it comes to picking a landing page builder there’s plenty you need to consider to find the best one for you, your team and business, because the best landing page builder will be different for every business. Every business has a unique set of needs from the expertise within the end users through to features and functionality. In this article, we explore the question you need to ask when picking a landing page builder for your business.
Why is having the right landing page builder vital?
Landing pages play a crucial role in the digital marketing funnel, which means having the right tools for creating landing pages is critical. Once you attract the right traffic, it’s the job of landing pages to convert this traffic into leads. Landing pages allow you to tailor your marketing message and offer for each campaign and a well-crafted landing page will convert campaign traffic far better than a website page.
Here are the criteria you need to consider when picking your landing page
Ease of use: Finding an easy to use landing page builder
The top consideration for the majority of businesses needs to be ease-of-use. Unless you have dedicated expertise within your organization, the building of landing pages for campaigns is likely to fall to people who are already juggling multiple tasks. They probably won’t be able to spend too much time trying to build the perfect landing page, instead, they need something quick and easy. Majority of landing page builders will come with out-of-the-box templates. These templates allow you to just change the text to fit your individual requirements. You can also use landing page templates as a starting point for your own designs. The quality of these templates will differ between landing page builders. It’s important to check that the landing page templates offered by the various builder tools have been shown to perform, rather than cobbled together.
Every landing page builder worth considering will come with a drag-and-drop builder. This is where you can drag elements onto a canvas. You could start with a blank canvas or you could start with one of the aforementioned templates, dragging and dropping modules onto the template allows you to customize its look and feel to your needs. Drag-and-drop modules will include text boxes and graphics. In more advanced builders such as ClickFunnels, you will find widgets such as countdown timers. You may ask why you need functionality such as a countdown timer and these all play to the idea of using psychological tactics to increase conversions. Another tactic is to use social signals, adding a widget to a page showing how many are thinking about buying a product or have already checked out. So good landing page builders will come with a drag-and-drop page builder, but the best landing page builders come with advanced widgets that you can use to increase conversions,
Know your use case: What the purpose of landing pages?
When picking a landing page builder we obviously know we want to build landing pages, but we need to be asking ourselves what the purpose of those landing pages will be. For example, a majority of business-to-business marketers will use landing pages to capture leads, in contrast, business to consumer marketers may actually want to use landing pages to complete transactions. How you will use your landing pages is important because some landing page builders will be optimized for e-commerce transactions whereas others will work better for lead capture.
Integrations: How will your landing page builder connect to everything else?
Once you have invested in any marketing tool, the biggest challenge you’re going to face is how you then integrate the marketing tool with your existing toolkit. The landing page builder will often only capture data and you need to know what to do with that data.
Some landing page builders will come with a built-in CRM where you can hold contact details, but others will need to plug-in to your existing email database or CRM because they won’t be able to hold that data. ClickFunnels is an example of a landing page builder that comes with an optional built-in CRM, Instapage will instead come with plenty of integrations into other systems.
Marketing funnels: Do you want a single landing page or do you need to build a customer journey?
When you’re first looking for a landing page builder it’s likely you’re looking for something that can just build a page that will sit by itself. That page will capture data and pass it on to your other systems. Have you considered using landing pages to build a customer journey? One that nurtures prospects over time automatically until they are ready to buy? In this case, you should look for a system that can build landing pages and connect them together to form more advanced marketing funnels. A tool like ClickFunnels can help you build connected landing pages that form a marketing and sales funnel.
Our favourite landing page builders
- Instapage: Instapage is no doubt the easiest to use landing page builder on the market. Read my full Instapage review. Instapage is easy to use because it does one thing and does it very well.
- ClickFunnels: ClickFunnels is not as easy to use as Instapage but it’s also not just a landing page builder. It includes a built-in CRM, email marketing tool and much more. Read my detailed ClickFunnels review. This really is an all in one suite that rivals HubSpot but costs only $99 per month.
- Landingi: Landingi is the cheapest landing page builder you’ll find, however, it’s not as capable as Instapage or Clickfunnels. New features are being added all the time and it’s exciting to see how this one will develop. If you just need good looking landing pages without any of the trimmings, Landingi could be for you. Read our Landingi review.
Last Updated on