Best landing page tool

published on 14 November 2023

Creating an effective landing page is crucial yet challenging for most startups and small businesses.

In this post, we'll explore the best landing page builder tools designed specifically for lean startups, with a focus on critical features like templates, integrations, and ease-of-use to enhance conversion rates.

You'll discover the top landing page platforms for bootstrapped teams, learn how to evaluate tools based on budget and needs, and find recommendations for the ideal solution to create high-performing pages that capture more leads.

Introduction to Landing Page Tools for Startups

Landing page builders are essential tools for startups looking to create high-converting pages quickly and easily. As a startup founder with limited time and resources, you need a solution that provides quality templates, seamless integrations, and an intuitive editor to build landing pages without coding.

The best landing page tools for startups have the following key features:

  • Templates: Pre-designed templates allow you to skip the landing page design process. Look for a wide variety of mobile-friendly templates for different industries and campaign types.
  • Integrations: Seamless integration with email marketing, payment processors, analytics and other startup tools are vital for capturing leads and driving conversions. Prioritize builders with Zapier, MailChimp, Stripe and Google Analytics integration.
  • Easy-to-Use Editor: An intuitive drag and drop editor lets you edit templates and create custom landing pages without coding skills. This enables quick page building and editing to iterate landing pages for improved conversion rates.
  • Analytics: Understanding visitor behavior is key to optimizing landing pages. A/B testing tools and landing page analytics provide insight to improve page conversion rates over time through data-driven refinement.

When evaluating the best landing page builder for your startup, consider ease of use, quality templates and extent of integrations. The tool should empower you to quickly build, edit and optimize high-converting landing pages that capture more leads. With the right solution, you can drive growth without extensive design or development skills.

What is the best platform for landing pages?

The best landing page builder for startups and SaaS companies is one that offers easy-to-use templates, seamless integrations, and an intuitive editor to create high-converting pages quickly. Based on these criteria, here are some of the best landing page tools specifically for startups:


ConvertKit is one of the best landing page builders for driving email newsletter signups. It has beautiful templates optimized for conversions and split testing built-in to improve results. You can also connect your forms directly to ConvertKit's email marketing automation. Pricing starts at $29/month.


Unbounce is a full-featured landing page builder designed for small businesses. It has a drag-and-drop editor to build responsive pages fast without coding. Unbounce also provides templates, A/B testing, and analytics to optimize conversion rates. Pricing starts at $79/month.

Swipe Pages

Swipe Pages focuses on quick and easy mobile page building. It has a large gallery of vertical templates made for mobile. You can also connect your analytics and integrate with marketing platforms. Their free plan lets you make unlimited pages.


Leadpages excels at creating high-converting landing pages for selling products, taking orders, and generating leads. It has hundreds of templates, lets you take payments directly on pages, and has advanced integrations with CRMs, email services, and webinar platforms. Pricing starts at $37/month.

So in summary, focus on an intuitive editor, mobile-friendly templates, seamless integrations, split testing, and analytics when choosing the best landing page app for your startup or SaaS business. Prioritize ease of use to create pages faster and optimize conversion rates better.

What is the easiest landing page builder?

The easiest landing page builder is one that enables you to quickly create professional, high-converting landing pages without needing to code. Based on ease of use, feature set, templates, and integrations, some of the top options for startups and small businesses include:


Landingi is one of the simplest drag and drop landing page builders. It has a very intuitive interface that allows you to select elements like text, images, buttons, etc. and easily drag them onto your page. With over 100 mobile-optimized templates, you can quickly customize an attractive landing page tailored to your needs. Key features include:

  • Drag and drop builder with over 100 templates
  • Built-in integrations with MailChimp, Campaign Monitor, ActiveCampaign, and more
  • A/B testing capabilities
  • Analytics to track landing page performance

Swipe Pages

Swipe Pages is another landing page builder focused on speed and simplicity. It loads extremely fast and has a straightforward editor where you can swiftly build custom landing pages. Features include:

  • Minimalist editor where you can quickly add elements
  • Library of fast, optimized templates
  • Integrations with marketing platforms like Mailchimp, ConvertKit, Drip
  • Real-time analytics dashboard


Unbounce is a popular landing page builder designed for marketers. It provides an easy-to-use drag and drop interface plus a large template library. Useful features include:

  • AI-powered copywriting assistance
  • Hundreds of customizable templates
  • Native integrations with leading marketing tools
  • A/B testing capabilities
  • Detailed analytics on landing page performance

So in summary, Landingi, Swipe Pages, and Unbounce stand out as three of the most beginner-friendly landing page builders ideal for startups thanks to their simplicity, templates, and built-in integrations.

What is the best way to create a landing page?

Creating an effective landing page can significantly increase conversion rates for your startup or SaaS business. Here are the key steps to follow:

Define Your Campaign Goal

First, clearly define what you want visitors to do when they land on your page. Do you want them to sign up for a free trial, make a purchase, or download content? Setting a specific goal will inform your design and copywriting.

Select a Landing Page Template

Next, choose a template that aligns with your goal and brand. With Unicorn's landing page builder, you can select from dozens of professionally designed templates for different industries and purposes.

Write Your Copy

Focus your headline, subheaders, and body copy on convincing visitors to take your desired action. Emphasize key benefits like saving time or money. Use simple, benefit-driven language.

Create an Irresistible Call-To-Action

Your CTA button should stand out and use action-oriented language like "Start Free Trial" or "Buy Now." Place it prominently so visitors can easily take action.

Use Visual Content

Relevant images and videos can boost engagement. Consider illustrating your points or showing your product or customers.

Include Social Proof

Build trust and credibility by adding customer logos, testimonials, and reviews. These elements reassure visitors that others have had success working with you.

Add Branding Elements

Include your logo, brand colors, and other visual elements for a professional appearance that builds familiarity.

Add Tracking

Finally, install analytics to understand visitor behavior and optimize your landing page over time. Track key metrics like bounce rates and conversion rates.

Following these best practices will help you quickly build an effective, high-converting landing page that drives results for your startup. Unicorn's user-friendly editor makes it easy to customize and iterate on your design.

Is Google Sites good for landing page?

Google Sites can be a good option for creating simple landing pages, especially if you already use G Suite. Here are some of the key benefits and drawbacks:


  • Easy to use - Google Sites has a simple drag-and-drop editor that makes building pages fast and easy, even for non-technical users. No coding skills required.
  • Free - Part of G Suite, so you don't need to pay extra for Google Sites if you already have G Suite.
  • Templates - Comes with around a dozen templates optimized for different purposes like landing pages. Easy customization.
  • Integrations - Seamless integration with other G Suite products like Google Analytics, as well as some third-party services.


  • Limited options - The templates and customization options are fairly basic compared to more advanced landing page builders. You may be constrained in terms of layouts and features.
  • No native forms - Need to embed third-party forms from services like Google Forms or FormSpree, which isn't as seamless.


Google Sites works well for simple lead capture and email list building landing pages. But if you want more advanced options like drag-and-drop form building, A/B testing, etc. then a dedicated landing page builder like Unicorn Platform may be better. The best landing page tool for startups provides 100+ templates, easy customization, and smooth form integrations.


Evaluating the Best Landing Page Builders

When choosing the best landing page builder for your startup, there are a few key factors to consider:

Assessing Affordable Landing Page Builders

Startups need to maximize limited budgets, so affordability is key. Some top options include:

  • Carrd offers free and low-cost plans with powerful features. Their free plan allows unlimited pages and basic integrations.
  • Google Sites is completely free and easy to use. It lacks some advanced features but provides a simple builder to create basic landing pages.
  • Unicorn Platform itself focuses on providing startup-tailored features at affordable rates. Its templates, integrations, and components help startups build high-converting landing pages easily.

Ease of Use: A Critical Factor

Since most startups lack dedicated design resources, an intuitive landing page builder is essential. Prioritize options like:

  • Unicorn Platform with its drag and drop editor and pre-made templates
  • Carrd's simple inline editing
  • Swipe Pages' easy point-and-click builder

These make it easy for anyone to build landing pages quickly without coding skills.

Landing Page Templates: Starting Points for Design

High-quality templates help startups skip starting from a blank page. Look for a large gallery of mobile-friendly, modern templates that can be customized to match your brand.

Unicorn Platform offers 100+ templates catered to startups, SaaS companies, agencies, and blogs. All templates feature ready-to-use layouts and just require basic text and image changes.

Integrations: Enhancing Landing Page Functionality

Seamless integrations with email marketing, analytics, payment processors and other tools are essential.

For example, Unicorn Platform has native integrations with MailChimp, Google Analytics, Stripe and more. This allows easy connectivity to collect emails, track conversions, accept payments etc. directly on your landing pages.

Prioritizing these key factors will help startups choose the best landing page builder for their specific needs and budget. Unicorn Platform is specifically designed to provide startups with an optimal combination of affordability, ease-of-use, and critical features like templates and integrations to create high-converting landing pages.

Free and Freemium Landing Page Builders

Free and freemium landing page builders can be great options for startups and small businesses on a budget. These tools provide core functionality without a financial commitment, allowing you to test concepts and campaigns.

The Best Landing Page Tool Free for Startups

Some of the best free landing page builders for startups include:

  • Carrd - Simple drag-and-drop editor to build one-page sites. Easy to customize themes, add multimedia, and integrate forms/payments. Limited to single pages.
  • Google Sites - Create free websites with Google's simple editor. Host on Google's fast servers. Limited customization and no ecommerce features.
  • Wix - Feature-rich free plan. 500MB storage and 1GB bandwidth. Wix ads displayed on sites. Full features unlocked with paid plans.

These builders allow startups to quickly build landing pages, showcasing products or services and driving conversions. Useful for testing ideas before committing budget for more advanced tools.

Free Landing Page Builder Showdown

Comparing the popular free landing page builders:





Simple editor, great themes, fast load times

Single pages only

Google Sites

Reliable hosting, easy editing, integrated with other Google tools

Limited design options, no ecommerce


Many templates, abundant features in free plan, full control with code

Display ads, resource limitations, paid to remove branding

Each caters to different needs. Carrd offers simplicity for one-pagers, Google Sites provides free reliable hosting and editing, while Wix supplies more advanced features.

Limitations of Free Landing Page Builders

While free builders are great for early testing, they have limitations including:

  • Narrow feature sets
  • Restricted customization
  • Resource constraints on bandwidth and storage
  • Mandatory display of platform branding and/or ads
  • Inability to remove templates' footer credits

Upgrading to paid plans unlocks additional capabilities. Evaluate if limitations impact your goals before committing budget.

Best Free Landing Page Builder for Quick Campaigns

For rapidly deploying landing pages when launching time-sensitive digital marketing campaigns, Carrd is a top choice. Its simplicity and one-page focus makes it easy to quickly customize themes and publish new pages. This allows efficiently testing messaging and offers.

Free landing page builders empower startups to validate ideas before investing in more advanced software. Compare options like Carrd, Google Sites, and Wix to choose the best free tool for your needs today and in the future.

Advanced Features in Premium Landing Page Tools

Premium landing page builders like Unbounce and Instapage provide advanced capabilities that can significantly improve performance, conversion rates, and ROI from digital marketing campaigns. Let's examine some of the key advanced features.

A/B Split Testing for Optimized Performance

A/B testing allows you to create two or more variants of a landing page to determine which performs better. By displaying different versions to segments of your traffic, you can measure and compare metrics like conversion rates. This enables data-driven refinement of page design, content, calls-to-action, etc. to boost performance.

Premium tools have built-in A/B testing capabilities that make it easy to set up and run split tests without coding. You can test elements like headlines, images, buttons, offers, and more. This is invaluable for optimizing landing pages over time.

Dynamic Pages for Personalized Experiences

Dynamic landing pages display content tailored to each visitor based on their behavior, location, referral source, and other attributes. Personalization boosts engagement as visitors feel the page was designed just for them.

For example, Instapage lets you create personalized welcome messages for visitors from different countries. Unbounce can show dynamic CTAs based on the referral source. This level of personalization achieves much higher conversion rates.

Email Marketing Integration for Seamless Follow-Up

Connecting your landing page builder with email marketing platforms like Mailchimp, ConvertKit, GetResponse, etc. allows for powerful automations. You can instantly add form submitters to predetermined email lists and trigger customized follow-up campaigns.

This eliminates manual importing of leads and ensures timely, relevant follow-up. It's a seamless way to convert visitors into engaged subscribers and customers.

Mobile-Optimized AMP Landing Pages for Faster Loading

Google's AMP (Accelerated Mobile Pages) framework creates incredibly fast-loading landing pages optimized for mobile. This delivers a smooth experience for smartphone users who account for 50%+ of all traffic today.

Premium tools like Instapage have integrated support for building AMP-compliant landing pages that load nearly instantly. This can increase conversion rates by over 20% on mobile according to studies.

With these advanced capabilities, premium landing page builders provide serious firepower for startups and digital marketers aiming to maximize quality traffic, leads, and sales. The investment pays dividends in the form of data-driven optimization, personalization, automation, and faster loading - all leading to higher ROI.

Selecting the Best Landing Page Tool for Lead Generation

Effective Call to Action (CTA) Features

When selecting the best landing page tool for lead generation, having effective call-to-action (CTA) features is crucial for increasing conversion rates. Some key capabilities to look for include:

  • Easy to use visual CTA builder to customize button text, colors, sizes
  • A/B testing for CTAs to optimize performance
  • Click tracking to see CTA click-through rates
  • Dynamic CTAs that change based on visitor location or other rules

For example, tools like Unbounce, Instapage, and Landingi make it simple to build compelling CTAs without coding. Their templates and CTA builders allow you to quickly set up and test different CTAs to improve conversions.

Lead Capture Forms and Integrations

To capture leads from your landing pages, having lead forms is essential. When evaluating landing page tools, see what type of forms they offer such as:

  • Subscription forms
  • Contact forms
  • Multi-page forms with conditional logic

Also check form integration support with popular services like MailChimp, GetResponse, Salesforce, and webhooks to pass data to other apps. This allows seamlessly capturing and managing leads.

For instance, ConvertKit and Leadpages have excellent form building with integrations to sync subscribers. This maximizes lead capture potential.

Tracking Landing Page Metrics for Success

Understanding the metrics and analytics for your landing pages is vital to optimize performance. Features to look for include:

  • Page views, unique views, bounce rates
  • Traffic sources and campaigns
  • Form submission tracking
  • A/B testing statistics
  • Conversion funnel tracking

Swipe Pages, Unbounce, and Landingi all have strong analytics to pinpoint successes and areas to improve. This ultimately helps boost conversions over time.

Enhancing Conversion Rates with Optimized Landing Page Design

With so many page builders available, focus on ones that facilitate optimized landing page design to increase conversion rates. Prioritize user experience with:

  • Mobile responsiveness
  • Minimalist layouts
  • Clear value propositions
  • Prominent CTAs

Tools like Carrd, Google Sites, and Wix focus heavily on design and user experience. Leveraging their templates and drag and drop builders makes landing page creation more conversion focused.

Evaluating landing page tools on these criteria helps select the best option for generating and capturing more leads. Focusing on compelling CTAs, seamless form integrations, analytics, and conversion-centric design pays dividends in the long run.

Conclusion: Making the Right Choice for Your Startup

When choosing the best landing page builder for your startup, there are a few key factors to consider:


As a startup, it's important to carefully weigh the costs of any software you use. Consider free landing page builders like Carrd or Google Sites if you're just testing ideas. Paid solutions like Unbounce, Leadpages, and Instapage offer more features but can get expensive at scale. Evaluate free trials and usage-based pricing plans.


Think about the core features you need - templates, integrations, analytics, etc. Prioritize must-haves like mobile responsiveness over nice-to-haves. Complex tools have learning curves, so pick one that balances power and simplicity.


Consider long-term goals. Can the platform easily create hundreds of customizable, high-converting pages? As your startup grows, ensure your landing page builder can grow efficiently with it without major migrations.

The best landing page tool depends on your startup's specific needs and stage. Optimizing conversion rates on a budget is challenging. Carefully evaluate options to find the ideal balance of affordability, capabilities, and scalability for your digital marketing campaigns. Choosing correctly from the start saves time and money as you scale.

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