When it comes to digital marketing, the unassuming landing page plays a critical role in ensuring success. These seemingly simple web pages serve as the gateway to effective search campaigns and lead generation. In this article, we’ll delve into the best landing page builders, how to find the right one for you, and best practices to guide your landing page creation.’
Best landing page builders
Landing page builders are a critical part of your landing page creation process. If you’re looking for efficient and user-friendly options, here are six noteworthy choices:
- Carrd: Ideal for creating free landing pages, Carrd offers simplicity and ease of use.
- ConvertKit: If your goal is to drive email newsletter signups, ConvertKit is an excellent choice.
- Unbounce: It’s great for small businesses with budget constraints, providing flexibility in landing page creation.
- Swipe Pages: If you prioritize mobile-first landing pages, optimized designs, the ability to integrate tags, and the passing of GCLID on lead submission, Swipe Pages is designed with these features in mind. I use it the most and have even created my landing page with it. You can see it here.
- Leadpages: For those looking to sell products on a landing page, Leadpages offers an effective solution.
- Landingi: Tailored for small businesses without a budget, Landingi provides essential landing page features without breaking the bank.
These specialized landing page builders can help you streamline the process of creating high-converting landing pages, whether you’re focused on simplicity, lead generation, or sales.
However, suppose your website is already running on platforms like Wix, Squarespace, and Shopify, and you find them suitable for creating landing pages. In that case, there’s no reason not to continue using them. These platforms offer a wide range of features and can be a convenient choice if you’re already familiar with their interface and functionality.
In fact, if you’re already paying for services on these platforms, it makes even more sense to leverage them for your landing pages, as it can help you save costs and simplify your online presence. This approach allows you to maintain a consistent brand experience across your entire website and landing pages while utilizing the tools you’re already investing in.
How to find the right landing page builder: Checklist
What makes great landing page-building software? Here’s my checklist as someone who has been involved in web development for over 15 years and understands the importance of landing pages:
- Ease of use: The software should allow you to create one-page websites with ease, minimizing the need for serious coding or CSS styling. Simplicity is key.
- CTA integration: The ability to seamlessly integrate your preferred call to action (CTA) methods, whether it’s collecting email addresses, prompting phone calls, or facilitating immediate purchases.
- Analytics: A good landing page platform should offer built-in analytics to keep a close eye on how your marketing strategies are working, helping you make data-driven decisions. It’s also essential to have the ability to add custom scripts to the head and body of the HTML, which is great for incorporating tools like Google Tag Manager, allowing you to manage various tracking and marketing scripts in one place without needing deep technical skills. Moreover, your analytics should have the capability to track leads and record GCLID values, which is particularly valuable for things like Google Offline Conversion Import. This feature can be used in conjunction with Enhanced Conversions for leads, providing the ability to model lost conversions due to cookie depreciation.
- Custom domain usage: The option to use a custom domain for your site enhances your brand’s professionalism and credibility.
- Quality templates: A variety of quality landing page templates for common concepts. The focus should be on quality over quantity, ensuring a professional and modern appearance for your landing pages.
Landing page best practices to remember as you build your own
Once you find the right landing page builder, make sure you incorporate these best practices into the landing pages you create.
Your offer
Your offer is the linchpin of your campaign. An offer that’s irresistible and tailored to the needs and desires of your target audience ensures that your prospects feel they’d miss out by saying no. Techniques like a risk reversal strategy, a time-bound guarantee, or a unique selling proposition can help you create offers that are impossible to refuse.
Contact form
Placing your contact form right next to the offer line is a strategic move. The immediacy of a well-placed contact form can significantly impact your conversion rates. Visitors are more likely to engage when the form is within easy reach, allowing them to take the next step without effort.
In addition to optimizing the placement of your contact form, it’s crucial to streamline the user experience by limiting the number of fields and minimizing required information. While obtaining valuable data is essential, overloading your contact form with fields, especially required ones, can deter potential leads. It’s advisable to strike a balance between gathering pertinent information and ensuring a seamless interaction.
For instance, instead of requesting a full name, phone number, and detailed company description upfront, consider asking for just the essentials like email and a brief description of their goals. This reduces friction in the conversion process, making it easier for visitors to engage with your offer, as they won’t be discouraged by a lengthy form to fill out.
Strong calls-to-action
You want visitors to your landing page to take action. This means you need clear and strong calls to move throughout the page. Try A/B testing CTAs to see what messaging, button color, and more resonates best with your audience and drives the most conversions. For ideas and inspiration, you can download our free guide: The Best Call to Action Phrases Ever (& Why They Work! ).
Clickable phone number
In today’s mobile-centric world, making your phone number clickable is akin to rolling out the welcome mat for potential customers. By enabling a direct call with one click, you eliminate friction and make it easier for visitors to reach out. This small but considerate feature can set you apart.
Clickable email link
Much like the clickable phone number, a clickable email link streamlines communication. It’s a hassle-free way for visitors to connect with you. By simply clicking the link, they can initiate an email conversation without the need for manual data entry.