The best landing page builder depends on how you sell. Unbounce and Instapage suit businesses running paid ads and testing pages, Leadpages suits small businesses collecting leads, Carrd suits simple one-page sites, ClickFunnels and Systeme.io suit sales funnels, Elementor suits WordPress sites, and HubSpot and Kit suit businesses that want pages inside their marketing platform.
A landing page has one job: get the visitor to take one action. Book the call, download the guide, buy the product. When I see small businesses send ad traffic to a busy homepage, I know they're paying for clicks that wander off. A focused landing page fixes that.
The builders below are well known and widely used. Some are built for testing and paid ads, some for funnels and some for getting a simple page live in an afternoon. I've focused on what each one is known for, so shortlist two and build the same page in both.
What should you look for in a landing page builder?
- Templates. Good starting layouts save hours and usually follow proven page structures.
- Editing. Drag and drop editing means you can change a headline without calling a developer.
- A/B testing. Testing two versions of a page is how you find out what converts.
- Forms and integrations. Leads should flow straight into your email marketing or CRM.
- Mobile pages. Most visitors arrive on a phone, so check how pages look and load on mobile.
- Domains and publishing. Check you can publish on your own domain or subdomain.
Landing page builders compared
| Tool | Best for | Stand-out feature |
|---|---|---|
| Unbounce | Paid ad campaigns | A/B testing and Smart Traffic |
| Leadpages | Small business lead generation | Templates and lead capture |
| Instapage | Larger ad budgets and teams | Personalised pages for ads |
| Carrd | Simple one-page sites | Fast, minimal pages |
| ClickFunnels | Sales funnels | Multi-step funnels |
| Systeme.io | Course creators and solo businesses | Funnels, email and courses together |
| Elementor | WordPress sites | Visual WordPress page building |
| HubSpot | Businesses using HubSpot | Pages linked to the CRM |
| Kit | Creators building an email list | Landing pages inside email marketing |
Plans and features change often, so check each vendor's current plans before you commit.
The best landing page builders
1. Unbounce
Unbounce is one of the best-known dedicated landing page builders. It offers a drag and drop editor, templates, popups and sticky bars, A/B testing and Smart Traffic, which sends each visitor to the version of a page most likely to convert for them.
Who it suits: businesses running paid ads who want to test and improve their pages.
What stands out: testing. A/B tests and Smart Traffic are built in rather than bolted on.
Watch out for: it's focused on landing pages, so you'll still need a separate website for everything else.
2. Leadpages
Leadpages is a landing page and simple website builder aimed at small businesses. It has a large template library, lead capture forms, popups and alert bars.
Who it suits: small business owners who want lead capture pages without much setup.
What stands out: ease of use. Templates are built around getting leads, so you start close to finished.
Watch out for: if you need advanced testing or personalisation, compare it with the more ad-focused tools.
3. Instapage
Instapage is a landing page platform built for advertisers. It focuses on matching pages to ads, personalising content for different audiences and helping teams collaborate on pages.
Who it suits: marketing teams and agencies running a lot of paid campaigns.
What stands out: ad-to-page matching, which keeps the message on the page in line with the ad that was clicked.
Watch out for: it's aimed at teams with steady ad budgets, so solo owners may find a simpler builder enough.
4. Carrd
Carrd builds simple, one-page websites and landing pages. It's known for being quick to learn and for clean, minimal designs.
Who it suits: freelancers, creators and side projects that need one neat page live quickly.
What stands out: simplicity. You can publish a tidy page in an afternoon.
Watch out for: it's designed for single pages, so it won't stretch to a large site or complex funnel.
5. ClickFunnels
ClickFunnels is built around sales funnels: a series of pages that take a visitor from opt-in to order to upsell. It includes funnel templates, checkout pages and email features.
Who it suits: businesses that sell online through step-by-step funnels.
What stands out: the funnel thinking. Pages are planned as a journey, not one at a time.
Watch out for: if you only need one landing page, a full funnel platform may be more than you need.
6. Systeme.io
Systeme.io combines landing pages and funnels with email marketing, online courses and affiliate management in one platform.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
Who it suits: course creators, coaches and solo businesses who want fewer tools to manage.
What stands out: the all-in-one approach. Pages, emails and products sit together.
Watch out for: all-in-one tools trade some depth for breadth, so check each feature you rely on.
7. Elementor
Elementor is a visual page builder for WordPress. It lets you design landing pages and full sites with drag and drop, templates and form widgets inside your WordPress site.
Who it suits: businesses already running their website on WordPress.
What stands out: it keeps your landing pages on your own site, alongside your blog and other pages.
Watch out for: page speed depends on your hosting and how many add-ons you use, so keep an eye on load times.
8. HubSpot
HubSpot includes a landing page builder inside its marketing and content tools. Pages connect directly to HubSpot forms, the CRM and email, so every lead lands with its history.
Who it suits: businesses already using HubSpot as their CRM or marketing platform.
What stands out: joined-up data. You can see which page a lead came from and what they did next.
Watch out for: it makes most sense if you're using HubSpot already rather than as a standalone builder.
9. Kit
Kit, formerly ConvertKit, is an email marketing platform for creators that includes landing pages and forms for growing your list.
Who it suits: creators and solo businesses whose main goal is growing an email list.
What stands out: list growth. Sign-ups go straight into your email sequences.
Watch out for: the page designs are simpler than in a dedicated builder, which suits list building but not complex campaigns.
How to choose the right landing page builder
Ask where your traffic comes from. If you're paying for clicks, testing matters, so look at Unbounce or Instapage. If most visitors come from social media or your email list, a simpler builder such as Leadpages, Carrd or Kit is often enough.
Then look at what happens after the click. The best page in the world is wasted if leads don't reach your email or CRM. Build one test page in two tools, connect the form, submit a lead yourself and check it arrives where it should.
Before you build, read my guide on how to create a landing page that converts and the five things every landing page should have. If you're stuck on the words, my ChatGPT prompts for landing page copy will help, and how long a landing page should be answers a question I hear a lot.
Building a tool in this space? Here's how tools get considered for my roundups.
Frequently asked questions
What is the best landing page builder?
Unbounce is a strong choice for paid ads and testing, Leadpages suits small business lead capture, Carrd suits simple pages and Systeme.io suits solo businesses that want funnels, email and courses together.
Do I need a landing page builder if I have a website?
Not always. If your website platform lets you build focused pages with forms, it can do the job. Dedicated builders add templates, testing and faster editing.
What's the difference between a landing page and a website?
A website covers your whole business with lots of pages and links. A landing page focuses on one offer and one action, with as few distractions as possible.
Can I A/B test landing pages?
Yes. Unbounce, Instapage and several other builders include A/B testing so you can compare two versions of a page and keep the one that converts better.
