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6 Best Landing Page Builders for Lead Generation 2022

Name: HubSpot Marketing Hub
Item: HubSpot Marketing Hub
Rating: 4.1
Author: Alison Barretta

Written By

Alison Barretta

Mar 15, 2022

2 minute read

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Landing page builders create online pages designed to entice a user to take a specific action such as signing up or making a purchase. It's one of the primary ways to capture online leads and connect with prospects. There are many landing page builders out there requiring little-to-no code and offering basic to advanced features. To help, we used a scoring model to come up with a list of the best landing page builders and their primary use cases.

These are the top landing page builders for lead generation:

HubSpot (Overall Winner): Best free landing page builder with upgrades (free starting price)
Leadpages: Best combination of features and scalability (14-day free trial)
Unbounce: Best for AI-powered metrics and optimization (14-day free trial)
Freshsales Suite: Best mix of sales and marketing features (free starting price)
ClickFunnels: Best landing page solution for creating a full sales funnel (30-day free trial)
Instapage: Best landing page software with advanced features (14-day free trial)

The list above only focuses on full landing page builders. If you're also interested in creating popups and embedded forms, check out our best lead capture software. Otherwise, keep reading for a rundown of the top landing page builders:

How We Evaluated the Best Landing Page Builders

In evaluating the best landing page builders, looked at dedicated lead generation software builders as well as CRM or marketing software that offers landing page capabilities. To determine our list, we identified six scoring categories and assigned each category key subcriteria to score all top options out of five. Also determined were primary use cases for each. Check out our specific evaluation criteria below, then read on for our a product-specific breakdown:

Evaluation Criteria

We placed the most emphasis on costs, standard features (basic and advanced), and the overall ease of use for the user. In addition, we took into account the availability of customizable elements as well as factoring in access to things like customer service.

Methodology weights

Cost 25%

Core Features 25%

Ease-of-Use 20%

Plugins 15%

Templates & Widgets 10%

Customer Support 5%

Note: All monthly prices are with a one-year commitment unless noted.

Although every category features at least one clear winner, we found the top landing page builder overall to be HubSpot Marketing Hub with a cumulative 4.1 stars and two standalone criteria wins. See how each of our top landing page builders scored across all six categories below.

HubSpot Marketing Hub: Best Free Page Builder

The best overall landing page builder is free while providing premium upgrades for larger companies.

Price Range: Free to $3,200 per month

Overall Rating

4.1

Cost

3.3

Core Features

4.2

Ease-of-Use

4.5

Plugins

4.5

Templates & Widgets

4.4

Customer Support

3.8

Pros

Simple drag-and-drop editor
Integrates with HubSpot’s CRM
Personalized visitor content

Cons

Account verification takes time
HubSpot branding on free pages
Only 20 pages included for free

HubSpot Marketing Hub’s landing page builder tops our list thanks to its suite of free features and drag-and-drop editor that allows individuals to create a page in minutes. HubSpot’s free builder is a great choice for small businesses that already use HubSpot CRM since it pulls data from the CRM to deliver personalized content for visitors. As your business scales, upgrade from $45 a month for unlimited pages and no HubSpot branding.

HubSpot Marketing Hub Cost

HubSpot Marketing Hub Free-for-Life: Includes 20 pages
Marketing Hub Starter: $45 per month for unlimited pages
Marketing Hub Professional: $800 per month for unlimited pages
Marketing Hub Enterprise: $3,200 per month for unlimited pages
Access to HubSpot's [fitlink slug="hubspot-crm"]free CRM[/fitlink], service, and operational tools

HubSpot Marketing Hub Key Features

Drag-and-Drop Editor: No coding is required to build a landing page here.
Responsive Layout: Create landing pages from mobile-optimized templates.
Free Tools: Access HubSpot’s [fitlink slug="hubspot-crm"]free CRM[/fitlink], email marketing tools, and more.
Custom Content: This premium feature tailors content based on individual visitor data.

Leadpages: Best Mix of Features & Scalability

Leadpages ofters a landing page and lead capture form builder with unlimited traffic and leads for a low price.

Price Range: $37 to $79 per month (14-day free trial)

Overall Rating

4.0

Cost

3.4

Core Features

3.3

Ease-of-Use

4.0

Plugins

4.4

Templates & Widgets

4.7

Customer Support

3.2

Pros

Landing pages, popups & alert bars
Lowest tier is unlimited
Free custom domain & hosting

Cons

Some advanced features lacking
Lower tier lacking A/B testing
Missing some advanced integrations

Leadpages is a solid landing page builder offering unlimited traffic and leads for all its tiers. The lowest tier starts at $37 per month and offers landing pages, popups, and alert bars, but you can upgrade for advanced features like A/B split testing. It's advanced features are more limited than other options, however, making it best for those needing a basic builder that can scale for an inexpensive price.

Leadpages Cost

Standard: $37 per month for one site and unlimited pages
Pro: $74 per month for three sites and unlimited pages
Advanced: Contact for quote (meant for agencies)

Leadpages Key Features

All Tiers are Unlimited: Even Leadpages lowest tier offers unlimited traffic and leads.
Free Domain & Hosting: Host your lead gen website on Leadpages with a custom domain.
Lead Notifications: Get notified any time a lead fills out one of your forms.
Third-Party Integrations: Gain access to 40+ integrations to optimize your landing pages.

Unbounce: Best for AI-Powered Optimization

Unbounce features an intuitive editor along with machine learning to help drive conversions and track visitor habits.

Price Range: $81 to $203 per month (14-day free trial)

Overall Rating

4.0

Cost

3.0

Core Features

4.2

Ease-of-Use

5.0

Plugins

4.0

Templates & Widgets

4.7

Customer Support

4.1

Pros

Accessible visual page editor
AI-optimization for lead conversion
Over 60 app integrations

Cons

Trial requires a credit card
Lower tier lacks AI optimization
Reports of extended downtimes

Unbounce’s user-friendly visual editor makes it easy for anyone to launch a landing page in no time. Drag and drop text, images, and widgets where you want them (you can preview your edits right before publishing). Meanwhile, under the hood is "Smart Traffic," an AI-powered optimization tool that directs visitors to pages where they’re most likely to convert. Smart Traffic takes the place of manual A/B testing; just set a conversion goal and the AI will handle the rest.

Unbounce Cost

Launch: $81 per month for up to 20,000 visitors and 500 conversions
Optimize: $122 per month for up to 30,000 visitors and 1,000 conversions
Accelerate: $203 per month for up to 50,000 visitors and 2,500 conversions
Higher limits can be purchased for extra
Free Trial: 14 days

Unbounce Key Features

Smart Traffic: AI directs visitors to page variants where they’re most likely to convert.
Visual Landing Page Editor: Preview all edits before publishing them to the web.
Unlimited Access: Every plan has unlimited pages, pop-ups, and client sub-accounts.
Secure Hosting: All landing pages are encrypted and adhere to compliance standards.

Freshsales Suite: Best for Sales & Marketing

Freshsales offers a suite of sales and marketing features that includes a landing pag builder and a free tier.

Price Range: Free to $69 per user, per month (21-day free trial)

Overall Rating

3.8

Cost

3.1

Core Features

4.1

Ease-of-Use

4.0

Plugins

4.0

Templates & Widgets

4.7

Customer Support

3.2

Pros

Basic and advanced pipeline features
Marketing sales funnel builder
Email marketing functionality

Cons

Number of pages is limited
Not dedicated marketing software
Growth tier is limited

Freshsales Suite is a sales CRM from Freshworks that includes a solid mix of sales and marketing features. In addition to sales pipeline features like deal and contact management, Freshsales Suite offers a landing page and form builder that integrates with your sales tools so your team can follow up with leads. The number of total landing pages you can create is limited, however, with only five in the Growth tier and 25 in Enterprise.

For the most sales features, you can also check out their [fitlink slug="freshsales-crm"]Freshsales CRM[/fitlink] which offers advanced sals tools as well as a form builder, but lacks landing page capabilities.

Freshsales Suite Cost

Free Version: Supports up to 3 users
Growth: $15 per user, per month with 5 landing pages
Pro: $39 per user, per month with 10 landing pages
Enterprise: $69 per user, per month with 25 landing pages
Free Trial: 21 days for paid plans

Freshales Suite Key Features

Sales Pipeline Features: Manage contacts and deals with a robust sales platform.
Landing Pages & Forms: Create up to 25 landing pages and unlimited smart forms.
Live Chat: Integrate a live chat tool to communicate with customers on your website.
Email Marketing: Create email marketing campaigns and online marketing journeys.

ClickFunnels: Best for a Full Sales Funnel

Entrepreneurs who are willing to pay a premium for an easy way to build viable sales funnels will find value in ClickFunnels.

Price Range: $97 to $297 per month (30-day free trial)

Overall Rating

3.7

Cost

3.5

Core Features

4.0

Ease-of-Use

3.5

Plugins

3.9

Templates & Widgets

3.2

Customer Support

4.1

Pros

Funnels based on your business model
Vast knowlege base of information
Free automatic updates

Cons

Plans can be expensive
Interface may be overwhelming
Design options may be limited

ClickFunnels is geared toward entrepreneurs who want to build a viable sales funnel that they can automate for conversions. Users can create a drag-and-drop funnel featuring a landing page, sales page, upsell page, thank you page, membership area, and more. ClickFunnels is one of the pricier landing page builders on this list, but many business owners report that the step-by-step funnel approach has yielded an increase in lead generation and conversions, so it may pay for itself in the long run.

ClickFunnels Cost

Standard: $97 per month for up to 20 funnels and 100 pages
Platinum: $297 per month for unlimited funnels and pages
Free Trial: 30 day special offer

ClickFunnels Key Features

Sales Funnels: Include a landing page, sales page, upsell page, and member page.
Targeted Messages: Send CTAs via email, social media, SMS, or desktop notifications.
Marketing Automation: Reach out to leads through email and Facebook.
Knowledge Base: Extensive videos as well as user-reviewed hackathons.

Instapage: Best for Advanced Features

Instapage offers a single-tier landing page builder with unlimited page as well as advanced analytics and optimizations.

Price Range: $199 per month (14-day free trial)

Overall Rating

3.7

Cost

3.0

Core Features

4.5

Ease-of-Use

3.0

Plugins

3.0

Templates & Widgets

4.4

Customer Support

3.8

Pros

Unlimited domains with no limits
Advanced A/B testing & heatmaps
Advanced reporting & conversion analytics

Cons

Is too pricey for some
Learning curve required
Form builder available but limited

Instapage is an advanced landing page builder offering single-tier pricing and unlimited domains, landing pages, and conversions. While it may be the priciest on our list, it offers advanced features such as sophisticated A/B testing, heat mapping, customizations, reporting, and more. It also offers basic form building, however, you may find the forms limited and they don't offer popups.

Instapage Cost

Building: $199 per month for unlimited domains and conversions
Converting: Custom pricing (contact for quote)

Instapage Key Features

Unlimited Domains & Conversions: No need to worry about overages or caps.
Server-Side A/B Testing: Run powerful tests without minimal errors or lag.
Multi-Step Forms: Turn complex forms into simple steps with multi-step forms.
Integrations: Use Zapier to integrate with third-party apps.

Bottom Line: Landing Page Builder

Landing page builders not only help save you time and money, but they can add renewed vigor to a struggling website and help start your brand off on the right foot. They can even introduce new concepts in lead generation like offering personalized content and interactive elements that will motivate visitors to act. A landing page builder can be a valuable lead generation software, so consider incorporating any of the eight software options above into your overall marketing strategy.

Alison Barretta

Alison is a Philadelphia-based technology writer for Selling Signals. She has 15 years of experience in the digital space, and her specialties include comparison guides and reviews across CRM, ecommerce, and various SaaS products. In her free time, Alison has received two HubSpot certifications plus a TEFL certification, as well as leads an online martial arts learning program.

6 Best Landing Page Builders for Lead Generation 2022

How We Evaluated the Best Landing Page Builders

Evaluation Criteria

Bottom Line: Landing Page Builder

Alison Barretta

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