Still torn as to what builder you're going to use in creating your landing pages? We got you covered! Here's a rundown about what a good landing page is, its uses, benefits, as well as tips to create a high converting landing page. We'll throw in the top 5 best landing page builders to help you narrow down your list!
Table of Contents
- Landing Pages
- Landing Page Builder
- Types of Landing Page Builders
- Can I Make a Free Landing Page?
- Top 5 Best Landing Page Builder
- In Conclusion...
Landing Pages
Are standalone web pages that potential customers can “land” on when they click through from an email, ad, or other digital location.
A landing page aims to get information from contacts in exchange for something of value, such as a retail offer code or business-to-business (B2B) insights in the form of a white paper.
When doing marketing campaigns, landing pages have become a hit today. The people who visit landing pages are more likely to be converted as leads and got a higher chance of being loyal customers.
Landing pages are different from other web pages in that they don’t live in the evergreen navigation of a website. They serve a specific purpose in a specific moment of an advertising campaign to a target audience.
Uses of A Landing Page
Landing page use has become a foundational element of online and offline marketing and should be used by every regardless of industry or engagement type.
Let me restate that another way – landing pages can be used by any business whether you sell products from your website, want people to make an appointment to meet, or are trying to drive people into your store for your holiday sale.
Below is a sampling of just ten of the ways you can use landing pages.
- Use a landing page in every ad, PPC or offline, to lead people to a place to get more info
- Use a landing page to drive people to your events
- Use a landing page to enroll people in your email newsletter
- Use a landing page to promote your new product launch
- Use a landing page to promote your free eBook
- Use a landing page to give away a free printable guest pass to an event in your store
- Use a landing page as a personalized destination in the resource box from a guest blog post
- Use a landing page as a personalized destination in the resource box from a contributed article in your hometown paper
- Use a landing page to offer Facebook users a printable coupon
- Use landing pages to personalize your social media profile links
Depending on what your business needs, and what you want to market to your potential customers. The conversion rate that your landing pages would create depends on how really responsive the leads will be.
Benefits of Using a Landing Page
In many cases, landing pages give website visitors an initial glimpse of what your brand is all about. We’ve talked before about the parallels between website design and “curb appeal” in real estate – well, that same concept applies here too.
When done right, landing pages provide useful and relevant content and information, offer tangible next steps for additional engagement opportunities and give your brand more insight into the individual who’s landed on your site.
Simply put, marketing campaigns that don’t factor in landing pages in some fashion are inherently flawed. Still not convinced you to need to incorporate landing pages into your digital marketing strategy? We thought you might say that which is why we’ve put together just about every conceivable benefit that landing pages bring to the table.
Strap yourself in, because the list is pretty lengthy:
1) Memorable Introductions
Not to repeat ourselves (OK, we’re repeating ourselves), but there’s a very good chance that many of your potential customers’ first experience with your brand will be on your website. And a good chunk of those individuals will have found your site through organic search.
So, in many ways, landing pages serve as the front door to your business, regardless of where they exist on your website.
Well-crafted landing pages that provide value for the reader and offer tangible next steps (like, say, a call-to-action button or links to related content on the site), improve click-through rates and effectively jumpstart the customer journey.
With the average B2B customer holding off on contacting an actual sales representative until they’re 70% of the way through the sales process, those digital touchpoints are essential.
2) Leads and Conversions Galore
There’s no question that landing pages help create more qualified leads and result in higher conversion rates when pairing compelling downloadable assets with form fills.
You want to know who’s most interested in your IT business? Well, it’s a fair bet that the guy willing to wade through a 2000-word white paper on network monitoring solutions is ready to talk.
Swapping contact information for unique insights into the most pressing issues facing your industry is a pretty fair trade-off. Creating dedicated pages for downloadable assets is a smart way to identify your most promising sales leads.
3) Promotion Paradise
Let’s say your company has just put the finishing touches on an exciting new piece of software that will be incorporated into your product platform. It’s cutting-edge, and it totally changes the way your product functions and how users interact with it.
How do you get the word out that you’ve just pushed the envelope on innovation in your space? Obviously, hitting up the press release distribution channels and social networks is going to be necessary. But, creating a dedicated landing page for that feature, tool or technology really shines a light on the value it adds to both your product and your customers.
Keep in mind that 89% of B2B customers say that winning vendors show clear ROI and compelling business cases to work with them. Landing pages can zero in on specific products and features and give them a chance to shine. It’s a lot easier to bring real-world benefits to light with a landing page devoted to a particular service.
4) Efficient Explanations
There’s no beating around the bush when it comes to landing pages – good ones are concise and, especially in the case of product or service pages, clearly lay out the value your brand can offer site visitors.
That directness can be very refreshing for a B2B audience that just wants to find a solution to whatever problem they’re facing or is in the process of vetting different vendors and wants a clear-cut presentation of the ROI each one brings to the table.
Landing pages are perfect vessels for communicating your core brand messaging and value adds in the most efficient and stripped-down fashion possible. In the right circumstances, that’s exactly what your target audience needs.
5) Pain Point Credibility
Landing pages that take a problem/solution approach demonstrate to site visitors that your company can provide relief for whatever pain point they’re coping with. You can really hammer the point home by displaying customer testimonials or showcasing some of your former and current satisfied clients.
Neil Patel notes that a core component to establishing credibility with landing pages is incorporating social proof into that content. The basic idea behind social proof is that all of us are more likely to make a purchase if we can see that other people are happy with that product or service. With B2B landing pages, that means proving to visitors that your brand and your solutions have a long track record of success.
Even just a rolling scroll of company logos highlighting former clients can help build up your credibility with sales prospects. The bigger names, the better, obviously. A glowing pull quote from one of your happy customers personalizes the brand experience and shows potential leads to the tangible benefits of working with your brand.
All of this shows your target audience that you don’t just talk the talk – you can back it up with real, tangible results. And if you’ve delivered major ROI to clients in the past, there’s no reason for site visitors to think you won’t do the same for them.
6) Analytics and Data
There are a lot of different factors that determine how successful any landing page is. For instance, did you know that landing pages featuring video content are more likely to deliver ROI than those without? It’s true.
Optimizing landing pages requires a lot of tinkering to get everything just right. Every facet of the page design, content, layout, CTAs, and more impacts how site visitors will respond to a given landing page. Going back to the example of social proof, displaying social media share counters can actually work against you if no one is actually sharing your content.
Bottom line: You can’t really be sure which aspects of your landing page content drive engagement and produce qualified leads, and which hold these efforts back, without really digging into the details and analyzing every component.
Thankfully, landing pages easily lend themselves to A/B testing, enabling digital marketers to finetune their web content and create the perfectly optimized solution for whatever goals they have.
So, if you’ve got a gut feeling that something on your landing page content isn’t working – or better yet, you have the site metrics to back up that suspicion – take some time to try out different approaches to the same page and compare the results side by side. You might be surprised by what you uncover.
7) Results
Whatever your current business goals may be – increasing sales figures, growing your customer base, expanding your footprint into new markets, or launching a new product or service, among others – well-crafted landing pages support those objectives.
That’s kind of the beauty of landing page content: It’s eminently customizable and flexible. You can contort landing pages for any situation and bolster any campaign, strategy or initiative you have in the works.
In that way, landing pages are kind of like the Swiss Army Knife of the content marketing world: ready to help you tackle any problem and achieve any goal. So, if you haven’t already, take stock of your landing pages to identify where you could use more and refine your existing content to make it more search-friendly.
If you’ve got a good landing-page game, you’ll drive organic search traffic, increase conversions and capture more qualified leads. Seems like a no-brainer, right?
Although pros and cons always go hand in hand, focus on what the landing page can bring to your business.
Best Structure of a Good Landing Page
Your landing page often determines the success of your ad campaign. A good landing page equals good ROI. A crappy landing page (needlessly) wastes money.
Let’s start with the basics: the rules that every landing page should follow.
1. Never send traffic from an ad to your homepage.
You should never drive traffic from your promotional campaigns—whatever they are—to your site’s homepage. Homepages are usually cluttered with information, offering users many possible actions. The most important one might be missed.
Hence, you should drive traffic from promotional campaigns to a page that is aimed at only one thing—getting a user to take the one action that’s the goal of your campaign.
It’s the only way to convert browsers into buyers.
2. Clarity and relevance make or break your landing page.
Visitors spend just seconds looking at a landing page before determining its usefulness and relevance. If they can’t find what they’re looking for, or if your site has functionality or usability problems, they will abandon the page.
Rather than let that happen, make the few seconds of their attention that you do have count. Answer the questions on their mind:
- Does this place have what I am looking for?
- Is there enough information?
- Can I trust this site?
- How long will this take?
Your landing page must entice visitors to stay and complete the desired action for conversion, whether it’s filling out a subscription form or buying a product.
3. Good landing pages follow a proven structure.
- Open with a benefit-oriented headline.
The headline is the most important part. If the visitors came from an ad, the headline must correspond to the ad text. If your banner or PPC ad promised a “Breakthrough meditation system,” then this phrase should also be in the headline of your landing page. - Write clear, relevant, and concise copy.
Don’t put too much text on the page; the visitor has to be able to read it quickly. Use bullet points to drive home the main points. Make sure the language in the ad is also present in the copy of the landing page. - Focus on getting visitors to take one specific action.
There should be only one possible action for the visitor to take—be it subscribing, making a purchase, whatever. Don’t offer options, or the conversions will suffer. - Remove distracting navigational links.
Remove all extra clutter—links, menus, buttons—that have nothing to do with the particular ad or campaign. Make it impossible for the visitor to ignore your message or get distracted. - Make the form or checkout option prominent.
The one action you want the visitor to take has to be big and obvious. Put a large sign-up form on the right side of the landing page; use a high-contrast color to make it stand out. If the landing page is long enough for scrolling, duplicate the form or button at the bottom of the page. - Maintain your brand.
Don’t make your landing page look different from your overall website and brand. Keep the same colors, font, and overall look and feel of your main site. This reinforces brand awareness.
Here's a 5-step process to design your landing page.
Before you talk to your designer about creating a landing page, draw one on paper. The five steps below will help you get it right and keep you from wasting your designer’s time.
(Also, make sure the designer works with the actual copy, not lorem ipsum. That means you need to write the copy first.)
1. Identify your audience.
Make sure the landing page talks to a specific audience. Know the problem, the need, and the want of your target audience. Write the copy with a specific person in mind.
If you drive traffic to the landing page via advertising and run many different ads, create many versions of your landing page. They can be mostly the same but tweak the headline and copy.
2. Define your most-wanted action (MWA).
Your MWA is the one action people should take on the landing page.
What that action depends on your product and strategy. Generally, if your product is somewhat expensive and complicated, it’s better to just get their email address and grow the relationship via email.
If you’re selling cheaper and/or more straightforward products (e.g. wine, socks), go directly for the sale. If your product is software, offer a free trial.
3. Define your message.
You know the audience, their problem, and the solution you offer. Now craft that into an easy-to-understand message. There’s no way to know in advance what will work, so create a few hypotheses and split test them.
“Clarity trumps persuasion” is a good maxim.
4. Design your landing page.
Your MWA is in place, you understand your target audience, and you have a hypothesis about which offer will appeal to them. How do you design a landing page to motivate them to take action?
First, list all the elements you need on your landing page.
What your landing page needs to have:
- Headline - that speaks to the target audience;
- Company logo;
- Quick - explanation of your offer above the fold (i.e. visible without the average user having to scroll down);
- Longer - explanation of the offer below the fold if the offer or the product is complex;
- Image of the product being offered;
- Simple form - ideally with just 1–3 fields (usually just name and email, but do you really need the name?);
- Buy or sign-up button - depending on your MWA;
- Link to your privacy policy (load it in a pop-up window to keep people on the page).
Remember, the more fields you ask the visitor to fill in, the more friction you create; therefore, fewer people will fill out the form.
What you should leave out:
- Navigation menu—focus only on your offer;
- Links to other parts of your sites. such as “About Us”;
- Pictures or images that don’t relate to the offer; are distractions;
- Hard-to-read text (i.e. anything less than 12px);
- Scary forms with unnecessary fields, such as “title” or “fax”;
- “Clear fields” button;
- Links like “Click here to subscribe” or “Click here to read more.” If you can’t cram all your content above the fold, let the user scroll down. Scrolling is almost always better than clicking to another page.
There are always exceptions, and you (usually) can’t copy best practices directly to your site, but this advice should be your starting point. Get the essentials in place first and tweak from there.
5. Put it all together.
Once you’ve created your page layout and the copy, put it together and upload it to your site. Use simple URLs that users can easily recognize.
If your landing page is about job offers to work on an oil rig, your URL should be something like somesite.com/oil-rig-job-offers/.
Such URLs often generate better click-through rates on Google Ads. A searcher who types “oil rig job offers” is more likely to click on an ad with a keyword-rich URL.
Landing Page Builder
A landing page builder will allow you to create a landing page for your marketing campaign depending on your skills.
There are different ways to use a builder. You can use a no-code creation for free or with a monthly, or annual billing subscription.
Another way is to use a drag and drop landing page builder which is very easy or templates that only need a few tweaks to create the landing page you want for your business.
Compared to websites, these builders are the same as website editors. People can choose a design they want that complements their business' image and quickly create a lead growth-guaranteed landing page.
Types of Landing Page Builders
Having custom landing pages can really help in giving a more personalized look to what you are trying to convey to your customers. Thursday
Curating a great landing page that would top all your marketing campaigns does not have to be expensive or time-consuming.
Landing page templates are available in every landing page tool that you can find online. Free builders can be as effective as vs the paid ones. The features might be limited for the free plan but it does not mean it can't convert.
If you have the budget to subscribe to a paid plan, go for it. Either you want to make a landing page from scratch or by just editing a few elements and drag icons, that is okay.
It's all about the content and how every element is placed and introduced.
Can I Make a Free Landing Page?
There are free apps you can download on your mobile or you can visit websites online that offers free trials or forever free subscription with limited features.
All you have to do is be creative and make sure that how you display your deals will be attractive to the visitors and customers.
Your landing page templates will somehow be a guide to you, especially for newbies without any ideas on how to make one from scratch. Landing page templates are a good start when you want to save, too.
A free landing page does not mean it will perform less than the paid ones. It can do more but it is up to you how dedicated you are to your landing page creation.
Choosing a Great Landing Page Builder
All of the landing page builders we’re looking at in this article are quality tools although each of them has its own strengths and weaknesses. To give you an idea of why these tools made it onto our list of recommendations and how you might be able to differentiate between them, here are the key criteria that make for a great landing page builder:
- Quick & easy to build new pages
- Smooth builder performance
- Good templates to work with
- Design freedom (ie: plenty of customization)
- Simplicity (this can be a difficult balancing act with customization options)
- Integration with other tools (website builder, email marketing software, etc.)
- Reasonable pricing for the features provided
All of the tools we’re looking at in this article meet these criteria but some are naturally better in certain regards than others.
While you could hand-code your own landing page or use a CMS like WordPress, most people will do better with something simpler and more focused. To easily make great landing pages when you want to launch something new, you need landing page software. That means:
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An app that enables you to build one-page websites that are easy to customize without serious coding. Using CSS should be an optional extra, not required.
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A good selection of landing page templates for common concepts. You shouldn't need to start each one from scratch.
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A way to integrate your CTA of choice, whether you want to collect email addresses, get customers to call you, or sell your product there and then.
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Some kind of analytics so you can track how your marketing efforts are doing.
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The option to use a custom domain for your site.
Of course, the best landing page creators all have a lot more than five features. These are just the must-haves. With our chosen apps, as long as you have your copy written and images ready to go, you should be able to launch a landing page in 15 minutes flat. You'll also be able to edit and iterate on the fly, and with some of the more advanced apps, create two versions that get tested against each other to see what works best for marketing to your customers.
One final caveat: the best landing page tools have to be a good value for money, which means to make our list, a larger price tag had to be justified by more specific features. Some popular apps, like Instapage, missed out because they're just too expensive to recommend to most people.
Top 5 Best Landing Page Builder
We've narrowed down the list for you to choose the one you want to work with. These top 5 best landing page builders will give you a better and clearer look at what they can offer for you and for your business.
Most of these so-called best landing page builders offer a free trial or free subscription that you can take advantage of to build landing pages.
1) TruVISIBILITY
If you want to quickly build landing pages to connect with your audience, educate your visitors, collect leads, and close sales.
If you’re lacking inspiration, we’ve got a library of high-converting page templates for virtually every business situation.
It takes only a few minutes to get a new page up and running with TruVISIBILITY.
With so many customizable layouts to choose from, you never have to worry about having designing skills.
Their library offers high-converting templates you can modify to fit your brand in a few clicks. They offer a free-to-start and affordable you grow kind of plan that's really suitable for your budget.
2) Hubspot
They describe their marketing service as: everything you need to launch effective marketing campaigns that make people interested in your business and happy to be your customer. HubSpot is an enterprise marketing solution that has an excellent solution for creating landing pages.
Especially if you’re a SaaS company, real estate company, or marketing agency, HubSpot is an awesome platform to manage your landing pages, CRM, email marketing, and a whole lot more.
3) Unbounce
Many landing page builders are aimed at digital entrepreneurs and other people whose business is done mostly online. Unbounce, on the other hand, offers a lot for small, offline business owners like dentists, lawyers, and plumbers.
At $80/month for up to 500 conversions (which can be as little as people clicking on a link to your app, filling in a form, or joining your newsletter) and 20,000 unique visitors,
Unbounce is only for people who are making real money from their leads—if that's not you, you're going to want to look into some Unbounce alternatives instead. You can see how close you are to your plan's limits at the top of the screen as soon as you log in.Thursday
4) Systeme.io
Systeme.io is an all-in-one marketing platform to help entrepreneurs automate and scale their marketing activities. It’s the ideal software for creating a launching an online business, starting a course, building a mailing list, creating sales funnels, and much more.
Systeme is made for entrepreneurs. It’s a website builder, landing page software, email marketing tool, affiliate program management tool, and marketing automation tool. So if you’re a solopreneur looking for an all-in-one solution, Systeme may be right for you.
5) Elementor
Elementor makes it easy to build great-looking landing pages from a blank canvas, you also have the option to import one of Elementor's professionally designed landing page templates and then customize it to your needs by adding things that are necessary.
All thanks to these builders, there is no need for you to stress out in finding the right one. They offer packages that might or might not be what you want but these builders says they got what it takes to create a high-converting page. It's up to you what to name the best landing page builder based on your experience with the tool.
In Conclusion...
SEO will always be the key to making sure that your brand is being seen by people. If your landing pages are not being SEO-optimized then what is the point of creating one. SEO and marketing always come together. If you opt for a free builder that is fine, if you can afford to pay for a subscription that is good. It does not matter. If you have what it takes to create a landing page that will convert these people into leads, you win.
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