Landing pages are great for converting your website visitors into leads or sales.  They are not new to digital marketing and because of this the number of software offerings available to help a small business create landing pages are numerous and varied.

Firstly this is NOT another ‘review’ of landing page software.  This article is written to help you understand:

  • what landing pages are
  • what landing page software is,
  • what features to look for in landing page software
  • how you can use it to market your business software

This article runs through a number of the options in the landing page software for small business marketing category.  Why the distinction?  Because although their marketing may be created to appeal to a wide variety of businesses, it is clear from the pricing and features of a number of the options that they DO NOT suit all businesses.

Critical Elements of a Landing Page

Firstly, if you are interested in creating a landing page, there are two primary things you will need for a landing page:

1. A goal

Set a goal for your landing page – usually it will be one of the following:

a) Sell $XXX

b) Collect XXX email addresses

c) XXX new trials (eg. online software)

2. Call to Action

Your CTA (Call to action) clearly informs people of you want from them.

It is the motivation to get your website visitors to do the action that you want them.

For example: Get a FREE website audit – we will give you a free website audit in exchange from your website & email address.

Otherwise known as a Value Proposition – this is the primary reason why visitors will do what you want them to do (i.e. what’s in it for them)

A quick note: research has shown that for someone to be comfortable buying from you they need to have an average of 7 interactions with you.  That could be seeing your ad, receiving a couple of emails from you, watching a video you produced, etc.  This is one of the reasons so many ‘landing pages’ are created not with the aim of selling something of high-value but GIVING you something of value.  They want you to have 7 positive interactions so that you buy.

What is a Landing Page?

A landing page can be any page on your website that is the entry point for a visitor. This is the page where they ‘land’ when they click through from social media, search engines, adverts, emails, etc. 
While some people believe everyone comes through the homepage as the front door to to their website, there are many times it won’t be. 
For instance – if you have a special offer, event or product you want to highlight you may wish to direct visitors straight to a dedicated landing page on your website detailing the relevant information. When you attract a visitor from an advert, Facebook post or email, instead of seeing a generic page, they will see information related to the message that has prompted action.
So in it’s simplest form:
  • You may create a page called red jumpers,
  • Run an advert on red jumpers and send people straight to this page which also has a special offer on red jumpers

People have clicked on the advert about red jumpers because it interests them. You are then delivering them straight to red jumpers on your website rather than them having to search through your website for them. If the visitor has to hunt through the website for what you are offering them, then there is a higher likelihood of them leaving your site without making a purchase. Additionally, this relevancy between your advert and page content can also help to:

  • Decrease advertising costs
  • Increase conversion rates
  • Decrease bounce rates
Any website could be a landing page, however a true landing page is something that considers the customer journey and is focused on a particular goal (conversion).

An Introduction to Landing Page Software

Landing page software basically exists to help people create effective landing pages with minimal fuss and connect those pages with other systems (such as email software). Often this software comes with pre-designed templates and are often “tagged” with likelihood of conversions from that design. The templates are all developed with the primary objective being conversions – at the end of the day, that is why you are taking the time to create a landing page.

As we mentioned earlier, there are heaps of different options in terms of landing page software. Often, the thought of subscribing to yet another online software tool can cause a significant shudder. We’re here to tell you that you don’t need to subscribe! You can if you want to, but it isn’t essential to do this in order to have an effective landing page.

Regardless of whether you are going to leverage internal resources or landing page software ‘out of the box’, the key features to look for:

  • Integrates with your email marketing software
  • Integrates well with WordPress
  • Scalability (can you get started on a cheaper option and grow over time)
  • Ease of use / speed to setup
  • Design of templates
  • Cost

There are many other factors but that is a pretty good start. It is worthwhile to also understand that many software providers don’t simply provide the landing pages, but also multi-page engagements (funnels), email sequences, pop ups, etc.

Top 5 Landing Page Software Providers

There is no one solution for everyone.  To save you spending LOTS of time reviewing reviews, then trialing software, etc. we have narrowed the list for you, based on a few factors:

  • TIME – let’s be honest, no business has a plentiful supply of this precious resource
  • VALUE FOR MONEY – cash is often tight in a small business, and it’s critical that what money is spent provides a strong return
  • EASE OF USE – the quicker you can get it setup and working for our business, the better.
  • COLLECTIVE WISDOM – online reviews, feedback, our own exploration, etc.

So here are five providers to check out and see if they work for your business. These are listed in no particular order.  While you check them out, take note of their landing pages!


Instapage landing page software starts off at $99 per month (annual pricing) and includes some great tools such as heatmaps (so you can see what is getting the most attention on each landing page) and also A/B testing. Their homepage boasts “up to 400% more conversions” (i’m not sure what they are comparing too!).


Leadpages has been around for a long time, and offers the option to start with a free trial. As with Instapage, all landing pages created on this platform stay with them, so if you cancel your subscription you lose all of that hard work. Starting at USD25 per month (annual pricing), it is one of the more affordable solutions available. They also offer pop ups, alert bars, ad builders and various integrations. Quick to build pages and a lot of free learning material.

Click Funnels

Rather than being dedicated landing page software, Click Funnels helps you support your users entire journey by “quickly creating sales funnels that convert your visitors into leads and then customers”. Their home page ( leaves a fair bit to be desired in our opinion, it is also quite an expensive option. ClickFunnels provides the landing page templates, smart shopping carts, email and Facebook marketing automation and more. They do a great job of keeping their price hidden – you need to sign up to a free 14 day trial to see it – but we can tell you it starts at USD97 per month allowing you up to 20 funnels. It is definitely worth checking out, but be mindful that whilst many funnels are freely available, many more have an additional price attached.


Starting at USD79 per month (annual pricing), Unbounce comes at a very similar price to both Clickfunnels and Instapage. Historically, we have found the platform simply too time-consuming.  Their software includes pop ups and sticky pages in addition to the landing pages, as well as many in-app integrations such as WordPress and ActiveCampaign. Wondering about Unbounce?  We just found it too time-consuming.

MailChimp now also offers free landing pages. Check it out here

Beaver Builder

Don’t want to lock yourself into yet another subscription? Yet again, we say “yay for WordPress“! Whilst the above software providers include WordPress integration, if you cancel your subscription then all of your landing pages are gone. All that hard work…..eeek…. Beaver Builder offers both a theme and a plugin and comes with several ready-made templates for your website including dedicated landing pages. Beaver Builder can also be extended with the PowerPack, WooCommerce Pack and Ultimate Beaver Add Ons, all of which provide even more landing page templates.

It should also be said that you actually don’t need specific landing page plugins – you can just use your existing page builder together with a form/optin plugin. Checking out the above software can help give you some great ideas on preparing your own landing pages, and you can often re-create them in your existing website. It is worth remembering that external landing page software such as LeadPages offer incredible speed – one of the key factors in converting customers – as well as security and options you may not have considered. Make sure you weigh up all the pros and cons before making a decision!