# Best Landing Page Builders - Page 17 *By [Alanna Iwuh](https://research.g2.com/insights/author/alanna-iwuh)* Landing page builders enable non-technical users to deploy web pages designed to drive visitors to a specific conversion goal. Landing pages are usually designed to convert visitors to one specific action like signing up for a newsletter or a free trial, or registering for a subscription service. Landing page builders make it easy for non-developers to test prototypes of pages to discover the impact and reaction of the buyers, customers, and website visitors. Landing page builders are a key part of an organization’s marketing strategies, and marketers can use landing page builders to create, modify, and publish web experiences without the help of IT or developers. Landing page builders integrate directly into existing web development infrastructure and [web content management](https://www.g2.com/categories/web-content-management) systems to create a seamless web experience, and existing [digital analytics](https://www.g2.com/categories/digital-analytics) solutions to track visitor behavior on landing pages. To qualify for inclusion in the Landing Page Builders category, a product must: - Directly integrate with an existing website - Provide pre-designed templates and forms - Allow for front-end customization of templates and landing page builders for seamless website/web page integration - Integrate with existing analytics, conversion rate optimization, email, or marketing platforms ## Top Landing Page Builders at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) | 4.4/5.0 (14,208 reviews) | CRM-native landing pages with full-funnel attribution | "[All-in-One Hubspot with Seamless Integrations and Invaluable CSM Support](https://www.g2.com/survey_responses/hubspot-marketing-hub-review-12964858)" | | 2 | [Webflow](https://www.g2.com/products/webflow/reviews) | 4.4/5.0 (981 reviews) | Designer-controlled landing pages without developer handoff | "[Best webdesign building platform](https://www.g2.com/survey_responses/webflow-review-7038852)" | | 3 | [Wix Studio](https://www.g2.com/products/wix-studio/reviews) | 4.6/5.0 (80 reviews) | Responsive landing pages with no-code animation control | "[Intuitive Tool, Fundamental for Agencies](https://www.g2.com/survey_responses/wix-studio-review-11574784)" | | 4 | [Intuit Mailchimp All-in-One Marketing Platform](https://www.g2.com/products/intuit-mailchimp-all-in-one-marketing-platform/reviews) | 4.4/5.0 (5,200 reviews) | No-code landing pages with email campaign integration | "[Easy Email Campaigns with Powerful Segmentation, Automation, and Reporting](https://www.g2.com/survey_responses/intuit-mailchimp-all-in-one-marketing-platform-review-13041533)" | | 5 | [Duda](https://www.g2.com/products/duda/reviews) | 4.7/5.0 (801 reviews) | Agency-scale website production with client handoff | "[Straightforward Updates, Clean Interface, and Reliable Performance with Duda](https://www.g2.com/survey_responses/duda-review-12956768)" | | 6 | [FlexiFunnels](https://www.g2.com/products/flexifunnels/reviews) | 4.7/5.0 (235 reviews) | AI-assisted funnel building with Indian payment gateways | "[All-in-One Marketing Platform for Every Digital Marketer with an Easy Drag-and-Drop Builder](https://www.g2.com/survey_responses/flexifunnels-review-12927606)" | | 7 | [Zoho LandingPage](https://www.g2.com/products/zoho-landingpage/reviews) | 4.5/5.0 (132 reviews) | No-code landing pages inside Zoho CRM | "[Effortless Setup, Boosted Sales Capability](https://www.g2.com/survey_responses/zoho-landingpage-review-12311126)" | | 8 | [GetResponse](https://www.g2.com/products/getresponse/reviews) | 4.3/5.0 (1,115 reviews) | Landing pages with native email automation funnels | "[A great balance between automation, ease of use, and integrations](https://www.g2.com/survey_responses/getresponse-review-13064281)" | | 9 | [ActiveCampaign](https://www.g2.com/products/activecampaign/reviews) | 4.4/5.0 (14,188 reviews) | Lead capture landing pages with automation-connected CRM | "[Efficient Automation with Solid Support](https://www.g2.com/survey_responses/activecampaign-review-11726223)" | | 10 | [Framer](https://www.g2.com/products/framer/reviews) | 4.5/5.0 (142 reviews) | — | "[Designer-Friendly with Efficient Tool Integrations](https://www.g2.com/survey_responses/framer-review-12938351)" | --- ## What Are the Most Common Questions About Landing Page Builders? *AI-generated · Last updated: May 26, 2026* ### Which Landing Page Builders show high adoption rates among marketing managers despite steep learning curves? Based on G2 reviews, some landing page builders are widely adopted by marketing managers even when users mention a learning curve. According to verified users, Webflow is often chosen for design flexibility, responsive page creation, and reducing developer dependence, though reviewers frequently mention that new users need time to get comfortable. G2 reviewers mention HubSpot Marketing Hub also scales well for marketing teams because it combines landing pages, forms, workflows, and reporting in one place, but some users say advanced automations and reporting take time to learn. ActiveCampaign reviewers similarly highlight strong automation and segmentation, while noting that setup and more complex workflows can feel overwhelming at first. ### Landing Page Builders that offer drag and drop editors saving significant time and effort in design? Based on G2 reviews, buyers looking for landing page builders with drag and drop editing often emphasize speed, ease of use, and reduced dependence on designers or developers. According to verified users, HubSpot Marketing Hub helps teams build landing pages, forms, and emails in one place, though some reviewers want more design flexibility. G2 reviewers mention Wix Studio for its no-code editor, responsive controls, and easier handling of animation and layout work. Zoho LandingPage is also described as simple and intuitive for quickly creating pages without technical hassle. Reviewers for FlexiFunnels and Swipe Pages similarly call out drag-and-drop workflows that save time when launching campaigns or lead capture pages. ### What should marketing teams evaluate before choosing Landing Page Builders with high vendor lock-in and switching costs? Based on G2 reviews, marketing teams should closely evaluate how deeply a landing page builder becomes embedded in their workflows before committing. According to verified users, Webflow can create long-term dependency because entire sites, CMS structures, and workflows may be built around the platform, making switching harder later. G2 reviewers mention checking how flexible exports are, how pricing changes as usage grows, and whether integrations cover the broader stack without heavy workarounds. Reviews also suggest looking at how much control non-technical teams have over updates, whether localization or CMS limits could create friction, and how easily content, analytics, and lead capture processes could be migrated if priorities change. ### Which Landing Page Builders marketing managers avoid costly implementation and onboarding challenges with at launch? Based on G2 reviews, marketing managers often avoid launch friction by choosing tools reviewers describe as easy to implement and simple to learn. According to verified users, HubSpot Marketing Hub is frequently noted for low technical barriers and an intuitive setup for landing pages, forms, and campaign assets. G2 reviewers mention Zoho LandingPage as easy for non-technical users to get running quickly, especially for event pages, lead capture, and simple campaign launches. FlexiFunnels is also described as beginner-friendly, with support and training helping users create pages and funnels without heavy setup pain. Wix Studio reviewers similarly highlight smooth onboarding and a no-code editing experience for small teams. ### What is the best Landing Page Builders for marketing managers building production-ready pages without hiring developers? Based on G2 reviews, HubSpot Marketing Hub stands out for marketing managers who want production-ready pages without hiring developers. According to verified users, it lets teams create landing pages, forms, emails, and automations in one platform, while lowering the technical barrier for day-to-day campaign work. G2 reviewers mention that non-technical users can launch pages quickly, centralize lead capture, and connect campaigns to broader marketing workflows without needing engineering support for every change. Users also highlight templates, integrated data, and fast setup as practical advantages. Some reviewers note limits in design flexibility, but the recurring theme is that it helps lean teams move faster while keeping campaign execution organized. **Here are some of the top-rated products on G2:** - [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) – frequently used for landing pages, forms, campaigns, and automations in one platform with low technical barriers - [Webflow](https://www.g2.com/products/webflow/reviews) – often chosen for visually building polished, responsive marketing pages without a full development team - [Wix Studio](https://www.g2.com/products/wix-studio/reviews) – suited to teams that want no-code page design, responsive controls, and easier site management ### Landing Page Builders most relied on by marketing managers for campaigns and lead generation across teams? Based on G2 reviews, marketing managers tend to rely on platforms that connect landing pages to the rest of campaign execution and lead follow-up. According to verified users, HubSpot Marketing Hub is often used for landing pages, forms, lead routing, and automated nurture across multiple channels. G2 reviewers mention Webflow for marketing sites and campaign pages that teams can update without developer bottlenecks. Wix Studio is described as useful for responsive website creation and smoother team management, while Zoho LandingPage is highlighted for quick lead capture pages and event registration use cases. Across reviews, the common buying priority is not just page creation, but how well pages support lead generation workflows across teams. ### Highest rated Landing Page Builders for centralizing email, campaigns, and lead tracking in one platform? Based on G2 reviews, buyers looking to centralize email, campaigns, and lead tracking in one platform consistently point to all-in-one tools rather than standalone page builders. According to verified users, HubSpot Marketing Hub is widely used for landing pages, email campaigns, forms, workflows, and consolidated contact management in one system. G2 reviewers mention Mailchimp for combining email, audience management, landing pages, and basic automation, especially for teams that want one tool instead of several disconnected ones. ActiveCampaign is also frequently praised for bringing CRM, automation, and campaign management together. Reviews suggest these platforms appeal to teams that want stronger visibility into lead engagement after the page visit, not just page publishing alone. ### Most trusted Landing Page Builders by marketing managers and CEOs based on user reviews? Based on G2 reviews, trust tends to come from consistent usability, dependable support, and the ability to launch pages or websites without heavy technical reliance. According to verified users, HubSpot Marketing Hub is trusted for keeping landing pages, forms, automations, and customer data together in a familiar marketing workflow. G2 reviewers mention Webflow as a trusted choice for polished, modern site experiences and strong creative control, especially for teams that want ownership without relying fully on developers. Wix Studio is also viewed positively for no-code website creation and customer support. Across executive and marketing reviewer comments, the strongest trust signals come from platforms that feel reliable, easy to maintain, and supportive during rollout. **Here are some of the top-rated products on G2:** - [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) – trusted for combining landing pages, email, automation, and lead management in one platform - [Webflow](https://www.g2.com/products/webflow/reviews) – trusted for professional, responsive websites and landing pages with strong design control - [Wix Studio](https://www.g2.com/products/wix-studio/reviews) – trusted for user-friendly no-code design, responsive editing, and supportive customer service ### Landing Page Builders adoption patterns among CEOs, marketing managers, and solo entrepreneurs? Based on G2 reviews, adoption patterns vary by role, but ease of execution and team fit come up repeatedly. According to verified users, marketing managers often gravitate toward HubSpot Marketing Hub, Webflow, and Wix Studio because they support campaigns, lead capture, and ongoing updates without requiring constant developer help. G2 reviewers mention solo entrepreneurs favoring tools such as Webflow, Wix, FlexiFunnels, and MailerLite when they want speed, self-service editing, or lower complexity. CEO and founder reviewers often highlight platforms that help lean teams move faster, centralize activity, or reduce the need for multiple tools. Across roles, adoption seems strongest where page building connects clearly to revenue, lead generation, or day-to-day efficiency. ### Which Landing Page Builders include A/B testing and conditional logic to help get more qualified leads? Based on G2 reviews, several landing page builders and related campaign platforms include A/B testing or conditional logic that helps teams improve lead quality. According to verified users, Swipe Pages is regularly praised for easy A/B testing, variant management, and fast deployment of landing page experiments. G2 reviewers mention Heyflow for conditional logic, multi-step forms, and more qualified lead capture through interactive flows. ConvertFlow is also used for landing pages and testing experiences, while Woorise reviewers highlight logic-based quizzes and forms that make lead generation more interactive. These tools are often chosen by teams that want to tailor questions or page experiences instead of sending all visitors through one generic path. ## G2 Grid® for Landing Page Builders ![G2 Grid® for Landing Page Builders plotting products by satisfaction and market presence](https://www.g2.com/categories/landing-page-builders/grids.png?focus%5B%5D=364&focus%5B%5D=16536&focus%5B%5D=1331985&focus%5B%5D=121648&focus%5B%5D=4965&focus%5B%5D=1316269&focus%5B%5D=1285700&focus%5B%5D=1934) Highlighted products: HubSpot Marketing Hub, Webflow, Wix Studio, Intuit Mailchimp All-in-One Marketing Platform, Duda, FlexiFunnels, Zoho LandingPage, and ActiveCampaign. Underlying data: [Grid® JSON](https://www.g2.com/categories/landing-page-builders/grids.json?focus%5B%5D=hubspot-marketing-hub&focus%5B%5D=webflow&focus%5B%5D=wix-studio&focus%5B%5D=intuit-mailchimp-all-in-one-marketing-platform&focus%5B%5D=duda&focus%5B%5D=flexifunnels&focus%5B%5D=zoho-landingpage&focus%5B%5D=activecampaign&segment=all) ## How Many Landing Page Builders Products Does G2 Track? **Total Products under this Category:** 289 ### Category Stats (Jul 2026) - **Average Rating**: 4.49/5 (↑0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings - **Top Trending Product**: LandingAI Agentic Document Extraction (+1.46%) - Among all products in this category, LandingAI Agentic Document Extraction recorded the largest rating increase compared to last month *Last updated: July 20, 2026* ## How Does G2 Rank Landing Page Builders Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 71,700+ Authentic Reviews - 289+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Which Landing Page Builders Is Best for Your Use Case? - **Leader:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) - **Highest Performer:** [FlexiFunnels](https://www.g2.com/products/flexifunnels/reviews) - **Easiest to Use:** [ContactPigeon](https://www.g2.com/products/contactpigeon/reviews) - **Top Trending:** [Onepage.io](https://www.g2.com/products/onepage-io/reviews) - **Best Free Software:** [HubSpot Marketing Hub](https://www.g2.com/products/hubspot-marketing-hub/reviews) --- **Sponsored** ### Articos Articos is an AI-powered user research platform that enables product teams, agencies, consultants, and growth marketers to run structured audience research in under 30 minutes — without recruiting participants, scheduling sessions, or waiting weeks for results. Instead of skipping research because the cost or timeline cannot be justified, Articos lets teams validate ideas, messaging, landing pages, UX flows, and product decisions for $8–$20 per study. A comparable study from a traditional research firm costs $5,000–$30,000 and takes 4–8 weeks. HOW IT WORKS Users define a research objective in under 3 minutes — choosing from assessment types including messaging clarity evaluation, audience reaction testing, concept feedback, competitive positioning analysis, ICP discovery, persona development, or UX flow validation. Articos then generates a diverse synthetic persona panel and conducts structured, hypothesis-blind interviews with those personas. Personas are constructed from 30 personality facets, Big Five personality science, cognitive bias mapping, and enforced attitudinal diversity. Five of every twelve personas are calibrated as skeptics, late adopters, and dissenters — ensuring simulated audiences do not uniformly validate hypotheses. The platform runs blind interviews to prevent sycophancy bias common in standard AI interactions. WHAT YOU GET Each completed study produces an enterprise-grade report containing thematic analysis, participant quotes, evidence chains, confidence scores, and prioritised recommendations. Reports also include persona comparison analytics with radar-chart visualisations across adoption profiles and research dimensions. Outputs are formatted for immediate use — shareable via public link or exported as white-label PDF for client delivery. STUDY TYPES User Interviews: Customisable interview scripts across 12+ research dimensions. Run qualitative research on any topic with a full persona panel and receive a structured report with motivations, objections, clarity issues, and ranked recommendations. A/B Testing: Upload two landing page variants by URL or image. Articos scores each variant against defined goals, declares a winner with confidence levels and reasoning, and attributes supporting and opposing evidence per variant. Talk to Research: After a study completes, ask follow-up questions directly to any persona — no additional recruiting or scheduling required. WHO USES ARTICOS Agencies: audience depth before a pitch or new client engagement in an unfamiliar vertical. Business and Marketing Consultants: domain expertise on a new audience in minutes. B2B SaaS teams: validate messaging and features before committing engineering resources. Growth marketers: test landing page copy before spending ad budget. UX researchers: rapid directional studies and sprint-based UX iteration before deeper qualitative work. VALIDATED ACCURACY Articos captures 86% of the themes expert research teams identify, validated against Baymard Institute and Nielsen Norman Group across 46 studies in 9 domains. It is 7.5× more accurate than prompting the same AI model directly. 3-day free trial. 2 free researches. No credit card required. [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=632&secure%5Bchosen_at%5D=2026-07-21T06%3A04%3A52Z&secure%5Bdisplayable_resource_id%5D=632&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=632&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=1616504&secure%5Bresource_id%5D=632&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Flanding-page-builders%3Fpage%3D8&secure%5Btoken%5D=68f3e217e91d057be9964134702e46020f94f08d00c516bdf3a46e6457db29c9&secure%5Burl%5D=http%3A%2F%2Fwww.articos.com%2F%3Futm_source%3Dg2%26utm_medium%3Dppc%26utm_campaign%3Dlaunch&secure%5Burl_type%5D=custom_url) --- ## What Is Landing Page Builders? [Conversion Rate Optimization Tools](https://www.g2.com/categories/conversion-rate-optimization-tools) ## What Software Categories Are Similar to Landing Page Builders? - [Marketing Automation Software](https://www.g2.com/categories/marketing-automation) - [Website Builder Software](https://www.g2.com/categories/website-builder) - [A/B Testing Tools](https://www.g2.com/categories/a-b-testing-tools) - [Online Form Builder Software](https://www.g2.com/categories/online-form-builder) - [Personalization Software](https://www.g2.com/categories/personalization) - [Email Template Builder Software](https://www.g2.com/categories/email-template-builder) - [SMS Marketing Software](https://www.g2.com/categories/sms-marketing) --- ## How Do You Choose the Right Landing Page Builders? ### What You Should Know About Landing Page Builders ### What are Landing Page Builders? A landing page is a standalone web page designed to drive visitors to complete a specific call-to-action (CTA) or conversion such as making a purchase, signing up for a newsletter, or downloading content. These pages are commonly used for lead generation in marketing promotions, advertisements, and sales funnels. Designing and launching a website or new web page is a daunting task for non-technical users, and some businesses may not have the resources to build unique landing pages for every marketing campaign. Instead, businesses use landing page builders to create, manage, and analyze custom web pages for marketing or sales efforts. Landing page builders offer a simple drag-and-drop editor or what you see is what you get ([WYSIWYG editor](https://www.g2.com/categories/wysiwyg-editors)), as well as landing page templates, enabling users to create and publish beautiful web pages without the assistance of a web developer or IT team. Landing page creators allow marketers to control every aspect of a page, including design, colors, logos, multimedia, forms, text, HTML, and custom domains. It is common for landing page tools to integrate with other types of software, including CRM software, marketing automation platforms, and email marketing tools, to transfer lead data captured from web forms to a business’ marketing database.  ### What are the Common Features of Landing Page Builders? Common features of landing page software include a drag-and-drop builder, a template library, advanced customization options, A/B testing, analytics, and marketing integrations. **Templates:** Landing page builders come with dozens or even hundreds of customizable templates to choose from. This eases the design process considerably, especially for users who may not have much design experience. Templates are typically optimized for a specific use case, such as lead capture, e-commerce, email marketing, or pay-per-click (PPC) advertisements. Users will likely want to customize the template with their company’s brand colors or font styles to ensure a consistent brand experience. **Advanced customization:** For users with more technical knowledge, landing page platforms offer advanced features for customization. This functionality enables users to edit a page’s existing code or add custom code, such as CSS or JavaScript. Advanced customization may also include search engine optimization (SEO) features such as hiding pages from search engines or updating meta descriptions. **Multimedia:** A landing page wouldn’t be complete without images. Most software offers a built-in media library where users can upload their own images and add them to their pages. Other multimedia features may include integrations with [stock photos websites](https://www.g2.com/categories/stock-photos) and the ability to embed videos from [video hosting software](https://www.g2.com/categories/video-hosting). **A/B testing:** An important strategy for conversion rate optimization is [A/B testing](https://www.g2.com/categories/landing-page-builders/f/a-b-testing). Landing page creators typically offer built-in features for running A/B tests, which allows marketers to deploy two different versions of a page and determine which one performs best. After collecting the results of an A/B test, marketers better understand which features of a page lead to more conversions and tweak future pages accordingly. If a landing page tool doesn’t include A/B testing features, it may integrate with [A/B testing software](https://www.g2.com/categories/a-b-testing). **Digital analytics:** Landing page builders provide analytics features that track page traffic, clicks, and conversions. Analytics tools give marketers real-time insight into how their campaigns are performing. Most landing page creators also integrate with popular [digital analytics software](https://www.g2.com/categories/digital-analytics) so users are able to conduct further analysis. **Integrations:** Integrations are essential for the success of a landing page. Some landing page builders integrate with [web content management software](https://www.g2.com/categories/web-content-management) to ensure that each page seamlessly replicates the design of a business’s main website. Maintaining a consistent design improves brand awareness and consumer trust; if a consumer clicks on an advertisement and lands on a page that doesn’t align with the company’s brand, they may feel confused or doubtful of the page’s authenticity. Landing page tools also integrate with other marketing products such as [email marketing software](https://www.g2.com/categories/email-marketing) to transfer leads to email lists, digital advertising channels for running advertising campaigns on search engines and social media, as well as for analytics tools for measuring traffic, SEO, and conversions. ### What are the Benefits of Landing Page Builders? The use of landing page platforms can help reduce dependence on web developers, enhance lead generation strategies, increase conversion rates, and aid the growth strategy of any business. **Lead generation:** One of the most common purposes of a landing page is to capture leads for a business. Landing pages for lead generation contain online forms that ask visitors to submit their name and contact information typically to access gated content, such as a webinar recording or whitepaper, or to sign up for an event or giveaway. The visitor’s data is then shared with the company’s CRM or marketing database, allowing sales and marketing teams to continue engaging the prospect, with the eventual goal of converting the prospect into a customer. To facilitate this process, most builders integrate with a company’s technology stack, including marketing automation platforms, email marketing software, and [CRM software](https://www.g2.com/categories/crm). **Improve conversion rates:** Another popular use of landing page builders is for the creation of unique post-click web pages for advertising campaigns. When a consumer clicks on a digital advertisement on a search engine or social media site, they expect to be sent to a page with content that is relevant to the advertisement. For example, if a meal delivery brand is advertising a discount for first-time customers, users who click on the ad expect the link to bring them to a page with further information about the discount and a registration form to sign up for their first meal kit. If the advertisement brings them to the brand’s main website instead, the user may be distracted by navigation menus and fail to convert. By offering a streamlined, direct path to purchase landing pages help marketers improve conversion rates. Since promotions like this are usually temporary, landing page tools allow marketers to create a distinct page for each campaign. **Save time and resources:** Landing page creators allow marketers to optimize and scale their lead generation campaigns without the assistance of web developers. These products enable marketers to create more web pages in a shorter amount of time, ultimately improving conversions and return on investment (ROI). Landing page software also frees up time and resources for development teams to focus on other projects that contribute to the company’s bottom line. ### Who Uses Landing Page Builders? Landing page builders can be used by anyone—beginners who would benefit most from drag-and-drop functionality, marketers already versed in how to create landing pages, and developers who code them from scratch. Small business owners benefit from platforms that offer preset, conversion-ready templates along with integrations with existing tools. **Marketing teams:** Marketing pros use landing page software to create beautiful, high-converting web pages for digital advertising campaigns. Intuitive drag-and-drop features make it easy for non-technical users like marketers to create a plethora of different pages for each new ad campaign. Marketers may also wish to create distinct pages for different audiences—for example, ensuring the web page content aligns with the visitor’s geographic location or acquisition channel improves user experience and leads to higher conversions. Landing page creators help marketers create content that is highly personalized and relevant to each user, improving the chance that a prospect converts into a paying customer. **E-commerce managers:** E-commerce businesses use landing page builders to create product pages. While e-commerce sites include built-in product pages, these pages still contain generic CTAs and navigation menus which may distract potential customers from a specific conversion goal. Landing page tools allow e-commerce businesses to create product-specific pages with engaging content and streamlined designs that are optimized for conversion. Additionally, updating an e-commerce site may require involvement from a web development team. Landing page software empowers e-commerce marketers to quickly create web pages for flash sales or holidays without involving developers. ### What are the Alternatives to Landing Page Builders? While landing page builders are the preferred choice for creating unique pages for marketing campaigns and sales funnels, some other types of software include many of the same features and can be used in its place. [Website builder software](https://www.g2.com/categories/website-builder) **:** Landing pages are an extension of an existing website. Website builder software allows non-technical users to create and publish websites. Like landing page platforms, these solutions offer a simple drag-and-drop interface with predesigned templates to easily create and maintain a website. A larger investment than landing page software, website builders offer more advanced capabilities including web hosting, e-commerce integrations, and blogging.  [Marketing automation software](https://www.g2.com/categories/marketing-automation) **:** Marketing automation software acts as a company’s central marketing database and enables marketers to plan, automate, and measure marketing campaigns across multiple channels. This type of software includes features for building landing pages and forms for capturing prospect information. Once a prospect’s information is stored in the company’s database, marketers nurture those leads through targeted, personalized advertisements and marketing content. #### Software Related to Landing Page Builders Landing page creators can be used together with various other products in an organization’s marketing tech stack, including CRM software, email marketing platforms, and pop-up builders. [Email marketing software](https://www.g2.com/categories/email-marketing) **:** Like marketing automation software, email marketing software enables businesses to send marketing messages to their audiences via email. Although email marketing tools don’t offer as many channels as marketing automation software, some products allow users to create landing pages that are used to acquire new subscribers. [Pop-up builder software](https://www.g2.com/categories/pop-up-builder) **:** Pop-ups are another type of website tool for lead generation and conversion rate optimization. These on-site messages are used to alert website visitors to a new promotion or request a visitor’s email address in exchange for a discount. Pop-up builder software allows marketers to design and deploy on-site messages without the assistance of a developer. Some landing page builders include similar tools for creating pop-ups, overlays, and sticky bars. ### Challenges with Landing Page Builders While landing page software is designed with ease of use in mind, this focus on simplicity can create several challenges for marketers. **Responsive design:** Something buyers should consider is the ability for the product to create [responsive landing pages](https://www.g2.com/categories/landing-page-builders/f/mobile-responsive) that are optimized for both desktop and mobile solutions. A web page that looks gorgeous on a desktop computer but looks squashed or stretched out on a mobile is off-putting for mobile users and may result in reduced conversion rates. Make sure to test out a trial or demo version of the product to see if the landing page designs respond to all device types, including mobile devices, tablets, and desktop computers. **Lack of customization:** Landing pages are utilized by beginners, marketers familiar with the terrain, and experienced developers. That range in users means that products vary in their customization opportunities. Some products allow easy drag-and-drop functionality and some products are very restrictive in the kinds of edits they allow on preset templates. However, for the latter, those preset templates have already been optimized for best conversions, so those products are best for businesses and individuals who are building landing pages for the first time. ### Which Companies Should Buy Landing Page Builders? Landing page creators are used across all industries and in companies of all sizes, from startups to large enterprises. Both business-to-business (B2B) and business-to-consumer (B2C) organizations can benefit from landing page software. **B2C companies:** Businesses that sell to consumers primarily use landing pages to sell products. For example, imagine a marketer at an e-commerce brand decides to run a digital marketing campaign on social media to promote a limited-time sale on the brand’s best-selling product. The digital ad links to a page that the marketer has created featuring the product information, images, marketing copy, and a straightforward CTA. This type of post-click landing page allows marketers to tailor page content that aligns with specific digital marketing campaigns. B2C companies also use landing page software to capture leads—for example, a web page for a giveaway or event could be used to collect email addresses that can be added to the company’s email marketing list. **B2B companies:** Businesses that sell products or services to other businesses primarily use landing page builders for lead generation. B2B organizations often market to different types of personas, and it’s not always possible for a business’ website to personalize content to so many audiences. With landing page creators, B2B marketers can more efficiently customize content to target specific audiences or keywords. These pages include lead capture forms that ask visitors to submit their contact information in exchange for some benefit, such as a free quote or access to gated content. ### How to Buy Landing Page Builders #### Requirements Gathering (RFI/RFP) for Landing Page Builders Before researching potential products or sending out requests for information (RFI), buyers should create a list of features their business requires in a landing page builder. Common requirements can include integrations, A/B testing, custom domains, and responsive templates.  #### Compare Landing Page Builders Products **Create a long list** A long list of landing page creators should include any products that meet the core requirements of the business. At this point, buyers should decide if they’re looking for a standalone tool or if they are interested in purchasing or replacing a marketing platform that includes landing page builders. **Create a short list** Once the long list has been finalized, buyers should consider additional criteria to narrow down the list of landing page builders. For example, if consumer privacy is a concern, buyers can eliminate products that are not compliant with privacy laws like the General Data Protection Regulation (GDPR) or California Consumer Privacy Act (CCPA). This is also a good time to decide how many web pages the business will need and approximately how much traffic they expect to receive since many subscription plans place restrictions on the number of pages and visitors. **Conduct demos** Once a short list of about three to five products has been finalized, buyers should begin reaching out to vendors to schedule demos of their landing page builders. Demos allow buyers to take a closer look at each platform’s features, integrations, and usability. This may also be the first opportunity to glimpse each vendor’s onboarding style and service levels. #### Selection of Landing Page Builders **Choose a selection team** The organization should involve any relevant personas as early as possible in the selection process. With landing page creators, it will be necessary to consult both managers and individual contributors in the marketing department, as they will likely be the heaviest users of the platform. Sales teams should also be consulted if they will be using the product to create their own pages and sales funnels. The selection team should include a project manager role to coordinate efforts and ensure the process runs smoothly.  **Negotiation** Before signing a contract, it is imperative to open up a conversation about pricing and contract length. While a few vendors may not budge on pricing, many will offer flexible pricing plans based on the length of the contract or billing period. **Final decision** In the days and months after signing the contract, buyers should monitor the company’s progress with the landing page builder solution. Is the product working as intended? Have employees fully adopted the product and its features? Will the product scale with the company’s growth? If the answer to any of these questions is “no,” the buyer should consider raising the concerns with the vendor. If they are unable to resolve these issues, it may be time to look for alternatives. ### What Do Landing Page Builders Cost? Landing page creators are sold exclusively on a software as a service (SaaS) subscription basis. When offered as a feature of a broader marketing platform, landing page tools are typically included in the overall cost of the platform subscription. However, some vendors may place a cap on the number of landing pages that can be created while others might offer unlimited pages. Buyers should read pricing information carefully to ensure the tools included in a product subscription will scale with the business. When sold as a standalone product, landing page builders range in cost from $25 per month to $200 per month, but some vendors may charge more for custom enterprise plans. Subscriptions can be billed monthly, but most vendors will offer discounts for annual billing. #### Return on Investment (ROI) ROI for a product can be calculated by dividing the net benefit of the product by the initial cost of the investment. Positive ROI is achieved when the benefit of the landing page software exceeds the cost. However, landing page creators provide benefits that cannot always be measured in financial terms or sales numbers. When considering the tool’s ROI, marketers should weigh the value of generating new leads and building brand awareness. Landing page builders also save businesses time and resources on development, since the pages are created by marketing teams rather than developers.