6 Best Landing Page Builders for Lead Generation 2022

Learn about the best landing page builders for generating online leads with our independent editorial review, including use-cases for each.

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.

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 star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-full Plugins star-fullstar-fullstar-fullstar-full Templates & Widgets star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

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 free CRM, 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 free CRM, email marketing tools, and more.
  • Custom Content: This premium feature tailors content based on individual visitor data.

HubSpot Marketing Hub Landing Page Builder

Visit Hubspot Marketing Hub

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 star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Plugins star-fullstar-fullstar-fullstar-full Templates & Widgets star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

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.

leadpages landing page builder example

Visit Leadpages

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 star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Plugins star-fullstar-fullstar-fullstar-fullstar-full Templates & Widgets star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-full

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.

Unbounce Landing Page Builder

Visit Unbounce

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 star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Plugins star-fullstar-fullstar-fullstar-fullstar-full Templates & Widgets star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

Pros:

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

Cons:

  • Number of pages is limited
  • Not dedicated marketing software
  • Free 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 no available builder in the free tier and the top tier only offering 25 landing pages.

For the most sales features, you can also check out their Freshsales CRM which offers advanced sals tools as well as a form builder, but lacks landing page capabilities.

Freshsales Suite Cost

  • Free: Unlimited users, no landing page capabilities
  • Growth: $15 per user, per month with five 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.

freshsales landing page builder example

Visit Freshsales Suite

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 star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-full star-full Plugins star-fullstar-fullstar-full star-full Templates & Widgets star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-full

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.

clickfunnel dashboard example

Visit ClickFunnels

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 star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Plugins star-fullstar-fullstar-fullstar-fullstar-full Templates & Widgets star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

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.

Instapage landing page builder platform

Visit Instapage

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.

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