While a landing page can refer to the entry point for a website, most marketers use the term to describe a page used to generate leads or pre-sell a product. Landing pages typically remove many of the distractions found on blogs and traditional websites, aiming to get visitors to complete a content marketing goal. The goal could involve capturing leads through an email form, warming up a prospect to a product, or encouraging the first step in a multi-page sales funnel.

Why Are Landing Pages Important?

Landing pages are used to increase your conversion rate, limiting the focus for a visitor. Instead of providing a broad look at your business, brand, and various products, a landing page reduces the scope to a single idea. Limiting the number of options gives the visitor a clear choice, so you reduce distractions and usually increase the conversion rate.

Why Should You Use a Landing Page Tool?

A landing page tool is not a necessity for marketers, but it can simplify and streamline the process. Instead of developing these pages individually, a tool or page builder can create them for you. Most tools are designed for quick editing, so you can add your own branding and amendments in rapid time. The pages have also been tested for conversions across a wide client base, increasing the likelihood of a good opening conversion rate.

What Landing Page Tools Should You Consider?

There are many tools available, but the following builders have a track record of providing quality and functionality.

Unbounce

Unbounce is a popular product that lets you build pages without any coding knowledge. The tool makes use of overlays, so you can show specific content when a visitor arrives, moves their mouse to leave, clicks a link, and various other actions. Unbounce features over 125 templates, while also allowing users to build their own pages using drag and drop features. Conversion optimization elements, along with many additional features, makes Unbounce one of the best landing page products available.

ClickFunnels

While ClickFunnels includes a landing page builder, it also features a whole suite of tools for building entire sales funnels. The landing page editor lets you build themes yourself or use the templates, integrating split testing software to optimize conversions. The pages are responsive for mobile devices, integrate with WordPress, and include various pop-up options. The landing page features are only part of the product, though, with email marketing, hosting, and affiliate options included.

Leadpages

Leadpages is focused on landing pages and associated elements. This focus means there are hundreds of templates to choose from, all intended to provide high conversions. Templates can be adjusted to your needs, but there are many niche-specific options aimed at major industries. Along with the templates, Leadpages also includes attractive pop-up boxes and email signup forms for promoting an email list, offer, or webinar.

Instapage

Instapage uses a simple system to build converting pages. Initially, users build a page with a simple editor. Next, they integrate the page with their autoresponder or CRM software and publish it. Finally, the analytics tools make it possible to tweak the page for the highest possible conversions. As with most similar products, there are many quality templates included, but you can also edit them for your own requirements.

LivePages

LivePages limits the number of elements you can change, believing they have discovered the layouts that work. While some users might like total control, it does mean the product focuses the mind on making the most important elements count. The product lets you add lead generation forms and various widgets to the landing page, while also offering audience insights through analytics.

Landing page tools are used by established marketers who understand the importance of speed and efficiency. Your sales funnel will need tweaking and testing to achieve the highest conversion rate, so you need to be able to look at different designs and page elements on a consistent basis. Additionally, if you are promoting multiple offers, for example with an e-commerce store, you may need a host of pages for each individual keyword. The simplicity of a quality landing page tool allows you to focus on the other areas of creating and developing offers, while also producing pages that get results.