The 17 Best Landing Page Software Tools for Marketers (2020)

Last updated on by Tyson Quick in Conversion Optimization, Instapage Updates, Marketing Agency Tips

Landing pages remain the most effective way to increase conversions and nurture prospects down the funnel towards purchasing your product or service. Since they are standalone pages from your website, they contain no distractions and therefore entice your visitors to act.

While landing pages are meant to increase conversions, they can take a lot of resources to create and optimize, especially when dealing with multiple custom landing pages for different campaigns. That’s why landing page software exists.

What is landing page software?

Landing page software enables you to create goal-oriented, high-converting landing pages without any technical knowledge. This user-friendly technology makes it easy for non-experts to build, optimize, and publish post-click experiences without requiring HTML code or a developer.

Most landing page creation software includes features such as the following. Keep in mind, these are the bare minimum features and not unique to any software:

Many brands require more than the minimum, and determining the right software depends on the stage the business is in, use cases, price, available support, and how much control and functionality is required.

Below, we look at 17 of the best options–some are dedicated landing page software that focuses exclusively on page creation and optimization. Others are all-in-one software that don’t specialize in any single area of marketing but still have landing page creation.

17 Best landing page software tools

1. Instapage

“The world’s most advanced landing page platform.”

Instapage was designed for digital advertisers looking to maximize advertising conversions. While typical landing page tools have the standard features above, Instapage is the world’s most advanced landing page platform because we provide six separate products bundled together and provide functionality for both SMB and Enterprise. Aside from being the only landing page platform to achieve SOC Type I & Type II certification, we provide the following enhanced functionality:

Once you’ve researched the market if you think Instapage is the best software to fit your needs, sign up for a free trial here, or request an Enterprise Demo. See how our conversion-focused landing page software can scale your production and provide your audiences with unique post-click experiences.

2. Unbounce

“The legacy landing page builder & platform.”

Unbounce is likely one of the first names that come to mind with landing page builders. Although it offers some advanced features, it may not be the best choice as it takes time to maximize its full capabilities fully, has become quite legacy, and now penalizes customers for getting more conversions (see pricing).

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3. Leadpages

“Website & landing page software for small businesses.”

Leadpages self-identifies as a website and landing page builder, not focused exclusively on post-click experiences. The company works primarily with small businesses who need a website and some conversions tools.

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4. Wishpond

“Marketing made simple.”

Wishpond brands themselves as “marketing made simple” with a landing page tool within their software. However, they are an all-in-one solution rather than a dedicated software for landing page creation and optimization.

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5. Lander

“Use top landing page designs & templates.”

Lander promotes its software as the world’s leading (and easiest) landing page creator. However, its editor is not as customizable as other software on the list.

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6. Landingi

“Landing page builder for non-programmers.”

Landingi claims users don’t require any programming skills to create and optimize their landing pages. Yet, that is one of the biggest benefits of using dedicated software in the first place, so it’s not a unique quality. The software lacks many essential landing page creation and optimization features.

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7. GetResponse

“Stunning pages in just a few clicks.”

The GetResponse homepage highlights “stay connected and run business from home.” This doesn’t convey anything about landing pages or establish them as a dedicated landing page leader.

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8. ShortStack

“The most customizable all-in-one contesting software.”

ShortStack identifies as an all-in-one contesting software–not a landing page software. Lacking many advanced landing page features, it’s clear they are not a robust option for creation and optimization. They do, however, mention unique landing page creation for contests.

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9. Pagewiz

“Landing page generator and landing page templates.”

Pagewiz claims to be the ultimate landing page platform, yet they don’t offer many features other alternatives do.

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10. Elementor

“#1 free WordPress page builder.”

The Elementor homepage highlights that users can create stunning landing pages with the software; however, it is merely a WordPress page builder with no advanced creation or optimization features.

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11. Ucraft

“Free website builder.”

Ucraft markets itself as a website builder–not a landing page builder. Landing page creation is not mentioned on their homepage until the very bottom in the footer menu.

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12. ConvertKit

“Email marketing for online creators.”

ConvertKit has landing page creation capabilities but is primarily an email marketing software used by businesses to grow their audiences.

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13. HubSpot

“Inbound marketing, sales, and service software.”

HubSpot is an all-in-one software solution for marketers as it includes functionality for CRM, forms, marketing automation, sales pipeline, etc. Their website says they are marketing, sales, and service software that helps businesses grow. Their landing page builder is not 100% customizable, so it’s clear they don’t specialize in landing page creation. Even their marketing hub page identifies the software as an all-in-one.

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14. Marketo

“Best-in-class marketing automation software.”

Marketo is named a leader in CRM lead management by Gartner, but there’s no mention of landing page building on the homepage. They identify themselves as a marketing automation solution, but advanced landing page creation capabilities are non-existent.

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15. Mailchimp

“All-in-one integrated marketing platform for small business.”

Self-identifying as an all-in-one platform automatically classifies Mailchimp as not being a robust landing page creation tool. Since they are not a dedicated landing page builder, the software doesn’t include as much customization as Instapage or other alternatives–but does contain basic landing page creation with all plans.

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16. Pardot

“Powerful B2B marketing automation.”

Pardot focuses primarily on B2B, not B2C. As part of the Salesforce ecosystem, they also present themselves as a marketing automation platform instead of a robust landing page builder.

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17. Wix

“Free website builder.”

Wix is a very well-known website builder, and since landing pages should be standalone pages from your website, this option is not a complete solution. Their software certainly is not designed for robust landing page creation and optimization.

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What landing page software suits your business best?

Landing pages can determine a campaign’s success, which is why you need the best landing page software. If you’re struggling to choose one, start by identifying your business needs. You may be able to find a solution that delivers what you need at a lower price with limited support. But, if you need advanced functionality and customization, it’s worth investing more to yield better long-term results.

Request an Instapage Enterprise demo today and see how our robust, conversion-focused landing page software allows you to design 100% customizable pages while providing your audiences with unique post-click experiences.

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