Here are the 6 best landing page tools for 2020, video reviews of each, and 3 free landing page templates.
If a customer walks into your brick-and-mortar store, you’ll play the part of a good salesperson. You’ll show them your favorite items. You’ll encourage them to touch, hold, and try on whatever they like. You’ll answer their questions. You’ll address their objections. And you’ll offer them a discount.
With a little bit of sales savvy, you’ll turn that prospect into a paying customer.
But…What about online?
How do you guide a prospect to conversion when they’re sitting on the sofa or at a desk browsing through your website?
To answer that question, you must first understand the difference between a website, a landing page, and a sales funnel…
Websites, Landing Pages, and Sales Funnels (Oh My!): Which Is What?
Think of a website as a digital brochure. People can browse through your website however they like — they can click to your About Page, they can opt-in to get a certain resource that interests them, or they can buy from you. The visitor has the power to decide how they will use your website.
Unlike a website, a landing page is a single page with a single goal — usually, to convert visitors into leads or paying customers. And the higher the conversion rate, the better the landing page. Most landing pages do not have menu navigation since the only goal is conversion.
But a sales funnel is the real king of conversion. A sales funnel is a series of landing pages that are intentionally crafted to make sales or get leads. Each page in a sales funnel is meant to drive a visitor to the next page, with the end goal being conversion.
It’s kind of like having your best salesperson guide each website visitor exactly where you want them to go.
Where a website offers very little guidance and a single landing page tries to get conversion immediately, a sales funnel gradually, page by page, guides the visitor to take the action you want them to take, making it as easy and seamless as possible.
For that reason, the sales funnel is by far the highest-converting tool available to digital entrepreneurs like yourself.
(You can start building your first high-converting funnel for FREE over here!)
But there’s some overlap between website, landing page, and sales funnel builders. You can use WordPress, for instance, to build a website, a landing page, or even a sales funnel — although it’s primarily meant as a website builder. You can also use ClickFunnels to build a website, a landing page, or a sales funnel — but it’s primarily meant for building sales funnels.
So to make things easy, we’ve listed and explained the best landing page tools for 2020 below — but keep in mind that many of these tools are more versatile than just being able to build landing pages.
But before we dive into 6 best landing page builders for 2020… how do you choose the best landing page builder for your business?
3 Things to Consider Before Choosing a Landing Page Builder for Your Business
The landing page tools that are best for your business aren’t necessarily best for another person’s business. Price, integrations, and features are three things you should consider before you pull out your wallet.
Most of the tools mentioned below have a free trial. But once that free trial ends, how much is it going to cost you? Is it within your budget? Can you afford it? Also, is the cost worth what you’re getting?
On one hand, you get what you pay for. On the other hand, you should choose a tool that isn’t too far outside your budget.
Does the landing page tool integrate with all the other tools you use for your business? If it doesn’t, could you at least use a service like Zapier to create an integration? If not, then you might want to choose a different landing page builder — using different pieces of software that refuse to communicate with each other can be extremely frustrating.
Does the tool you’ve chosen have all the features you want it to have? Does it have the countdown timer you really want on your landing page? Does it have an easy-to-use shopping cart, opt-in form, or checkout-process? What kind of payment gateway does it integrate with?
You don’t want to purchase a landing page tool and find out down the road that it doesn’t do what you need it to do.
ClickFunnels is the number one sales funnel builder on the planet. With it, you can create webinar funnels, lead-gen funnels, tripwire funnels, and yes, even landing pages. The best part is, our sales funnel templates mean that all you have to do is add your own sales copy, images, and logo into a proven-to-convert format, customize whatever elements you want to customize with our drag-and-drop editor, and start driving traffic to your funnel right away.
But they say the proof is in the pudding… so why not try the pudding for free?
Price: Starts with a 14-day FREE trial! Pricing plans vary following your trial period.
Remember how we talked about the difference between website builders, sales funnel builders, and landing page builders… and how each has its strengths and weaknesses?
Well, Leadpages is exclusively a landing page builder. You can use Leadpages to add a page to your website (you can even host that page on your website’s domain), but you can’t really create a full website with Leadpages or a full sales funnel. Still, if you only want to create a single beautiful landing page for a reasonable price, then Leadpages might be your ticket.
Price: Starts at $25 per month.
We’re going to make a pretty bold claim here… if you’re not already familiar with using WordPress to build websites (it’s exclusively a website builder), now probably isn’t the time to learn. WordPress is a powerful and versatile tool and it hosts somewhere around 1.3 billion websites, but it’s also a bit confusing for new users. People unfamiliar with WordPress would have better luck building their landing pages somewhere more user-friendly — like ClickFunnels, for instance.
Having said that, those of you who do know how to use WordPress might consider building a page on the platform. It’s relatively inexpensive and, if you know CSS, you can make quite a few visual customizations.
Price: Starts at $4 per month.
Unbounce, similar to Leadpages, is a landing page builder. Their drag and drop editor, according to their own website, allows you to “add or move any element on your landing page, popup, or sticky bar with just a few clicks — no coding adjustments needed. You can drag & drop primary elements like page sections, text boxes, images, CTA buttons, forms and social widgets. The builder also allows you to use advanced features like lightboxes, embedded videos — and best of all — almost any type of custom HTML.”
In our opinion, the drag-and-drop editor is more powerful than Leadpages’ or WordPress’ editor, but Unbounce is also more expensive. So you have to determine if it’s worth the price (especially considering that you could get an entire sales funnel for just $20 more per month!).
Price: Starts at $79 per month.
Earlier, we had discussed that WordPress is a great website builder, but maybe not such a great landing page builder since it’s difficult to use and difficult to customize (unless you know how to code HTML and CSS). OptimizePress is a tool that’s trying to fix that. You can add it to your existing WordPress site and start building landing pages right away. In OptimizePress’s own words, “OptimizePress gives you the power to create almost any kind of page you could need to grow your subscriber base, sell your products and deliver your content.”
Price: Starts at $99 per year
Like Leadpages and Unbounce, Instapage is a popular landing page builder. With it, you can create high-converting landing pages with a drag-and-drop builder and you can even personalize those landing pages and tie each to a specific ad campaign via their “Ad Map.” Instapage’s analytical dashboard and A/B testing capabilities are particularly powerful, allowing you to “take full ownership of the post-click experience to optimize conversion rates through precise a/b testing, analytic insights, and personalization.”
This service isn’t meant for creating high-converting sales funnels or full-fledged websites, but it can certainly make some beautiful and effective landing pages.
Price: Starts at $149 per month.
BONUS: 3 FREE Landing Page Templates!
As a bonus, here are three of the highest converting landing page templates we’ve seen. Just click the link below each to claim your free template!
1. The Squeeze Page Template
For your first free template, we’re keeping things dead-simple — because sometimes, less is more, especially when we’re talking getting someone’s email address. You don’t want to over-sell your lead magnet (free or lower-priced ebook, whitepaper, webinar, etc) or you might come off like that too-talkative salesperson we all distrust.
Offer what you’re going to offer, give what you’re going to give, and get the prospect’s email address in the process. Simple as that.
The entire funnel is only two pages. The squeeze page…
…and the “Thank You” page…
Then you’ll just need an email automation that sends your promised lead magnet to the prospect after they’ve subscribed.
2. The Tripwire Template
Need to sell more products? The tripwire template is built to not just sell, but upsell.
Here’s what the landing page looks like…
Note the enticing headline, the must-click video, and the order form on the right side — all elements that keep this landing page engaging. Then, below that, there’s a series of testimonials and product reviews.
Even better, once someone fills out the form at the top of the page, they go to what we call the OTO Page (One-Time-Offer Page) where they can click to add another (often discounted) product to their cart. Since they’ve already entered their shipping information, this upsell has much less friction.
And finally, the checkout page…
In the end, the entire tripwire funnel flows like this…
This is one of the most successful templates we’ve created for not just selling more products, but also increasing profit margins on each sale.
Why try to build a landing that might convert well when you could use a high-converting, proven-to-work tripwire sales funnel?
3. The Application Template
Maybe you’re selling a high-ticket product that you don’t want anyone to be able to buy immediately online… or maybe you just want to create a sense of scarcity with your target market — make them feel like your product or service is only for the elite.
If that’s the case, then the application template is perfect.
If that’s the case, then the application template is perfect.
The first step is building a landing page to attract your ideal client…
Then, if the prospect clicks through to Step 2, they can fill out your application. Keep in mind that the simpler your application, the higher your conversion rate — you can either create an easy application and collect a variety of qualified and unqualified leads… or you can create a longform application and try to automatically pre-qualify your leads.
Lastly, once the prospect has filled out your application, they’ll be taken to your “Thank You” page.
In the end, the entire application funnel looks like this…
A quick note about this funnel: instead of putting the price on the landing page like you would with a basic sales page, leave that for after the prospect fills out the application.
Once they’ve been “approved,” you can tell them the price and drive them to a different sales page where they can purchase (consider our Sales Letter Template for that). The only goal of this funnel is to get the prospect to fill out the application.
What’s the Best Landing Page Builder for 2020?
Ultimately, it comes down to what you’re trying to do…
If you want to sell more products and get more leads, then using a tried-and-true sales funnel tool is your best bet (create one for FREE over here!). If you just want to create a single landing page, though, and nothing more, then you might consider Leadpages, Unbounce, or Instapage. If you want to build a full-blown website and landing pages, then using WordPress along with another landing page builder is probably the way to go.
Fortunately, you have a lot of options in 2020, and you now know what some of the best landing page tools are. Choose a few, test em’ out (most of them have free trials), and see which works best for your business!