Combining words and images to create the right marketing mix
A user clicks on a free item your site is offering and they wind up at another page that asks them for their information in exchange for this free item. This landing page is specifically designed to highlight the benefit of the offering. It also needs to answer the user’s primary question: “How would this item benefit me?”
When you’re doing targeted marketing, it’s a good idea to have a page that is designed to really focus on answering these types of user questions, so they’re compelled to take the action you want them to take. This isn’t as easy as it sounds, though, because not any page can be a landing page.
The anatomy of a landing page is an extensive and intricate combination of your unique selling point, offer benefits, social proof, call-to-action, and well-designed images that place your product as the answer to the user’s needs.
Coming up with the right mix of these must-have elements along with targeted keyword research means unlocking your marketing potential, which leads to increased conversions. To do that, you’ll need the help of tools specially designed to put you on that profit-bearing path.
5 of the Best Landing Page Software Tools of 2021
Divi
Divi from Elegant Themes is a WordPress page building plugin that lets users build visually instead of with code. This website design system uses drag-and-drop building which means you can easily modify your landing pages in real-time. If you’re a developer, you can customize the CSS of your pages, and it’s responsive, so you have full control over how the site looks on mobile. Divi has a lot of additions that will make your page stand out against other cookie-cutter designs. Your landing page designs can be saved and used again if you find that it got a great response. There are over 800 pre-built designs for you to choose from and over 100 full websites, if you want to create a more extensive marketing campaign for your product or service.
| Price | Free Version/Trial? | Features |
| $89/year $249 for lifetime access | Not provided | >Drag-and-drop building >Bloom pop-ups for list-building >800+ pre-built designs >For more features visit Divi |
Pros & Cons of Divi Landing Page Software
Pros:
- Intuitive interface
- Responsive design
- Custom CSS capabilities
Cons:
- Some technical knowledge needed to properly customize
GetResponse
Many will know GetResponse as an email intelligence software solution, but it’s also useful for making landing pages. Users can create their landing pages, modifying them however needed, including creating timed popups for capturing viewer information. They can even integrate a countdown timer to create a sense of urgency, and with forms, lead information is easily collected. You can even create e-commerce landing pages that are ready for sale. With help of pre-built marketing funnels, users can move leads through the customer journey. GetResponse integrates with PayPal, Facebook, and over 100 other applications, expanding the software’s capabilities. Prices are tiered based on the li
| Price | Free Version/Trial? | Features |
| Basic: Starting at $15/month Plus: Starting at $49/month Professional: Starting at $99/month MAX: Custom quote | 30-day free trial | >Pre-built marketing funnels >Timed pop-ups and countdown timers >For more features visit GetResponse |
Pros & Cons of GetResponse Landing Page Software
Pros:
- Easily capture and hold lead data
- Build unlimited landing pages
- Integrations with popular applications
Cons:
- Basic only allows 1 sales funnel
- Workflow automation only available starting with Plus plan
- Price jumps a lot once list size grows
PageCloud
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PageCloud has a few key features that let users build their landing pages quickly. The templates are customizable and users have the benefit of using a modular approach to add or remove building blocks. Assets such as images, codes, and videos can be dragged and dropped into place and divided into sections. Headers and footers sync, to help with consistency, and you can edit images. Users get full access to the source code, so they can add custom JavaScript or CSS snippets. Marketing and SEO features help you to better optimize your page for conversion, and you can track site performance to see what’s working and what’s not. PageCloud has a library of elements users can choose from, and it integrates with a few important applications, including Vimeo and Google Analytics.
| Price | Free Version/Trial? | Features |
| Business: $24/month Pro: $65/month | 14-day free trial | >Modular design for easy customization >PageCloud Smart Guides >Synced headers and footers >For more features visit PageCloud |
Pros & Cons of PageCloud Landing Page Software
Pros:
- Easy to use
- Full access to source code
- Connects with popular apps
Cons:
- Business plan only allows 1 site
SendX
Like many landing page software solutions, SendX is mainly an email tracking tool. Users can build a solid email list by designing targeting landing pages and forms. Users can automate workflows and messages with the rules-based interface. This means it’s easy to segment audiences and plan drip marketing. Because it’s drag-and-drop, it’s a no-code solution for many marketers who want to design and personalize pages and forms with countdown timers. They also have access to thousands of royalty-free photos in addition to other special images and templates that are easily customized. Users can analyze campaign results with heatmaps, which is a great way to assess the effectiveness of the landing page design. For more functionality, SendX integrations with Zapier, giving you access to thousands of other apps, WordPress and with JavaScript and REST APIs, you can add custom data.
| Price | Free Version/Trial? | Features |
| Starting at $9.99 | 14-day free trial | >Advanced forms with custom fields >Conversion blocks to drive action >Integrations with common applications, CRMs, and ESPs available >For more features visit SendX |
Pros & Cons of SendX
Pros:
- Drag-and-drop interface
- Workflow automation
- Template and stock photo libraries
Cons:
- Price jumps a lot based on email list size
Sunny Landing Pages
Sunny Landing Pages is a dedicated solution for landing pages for funnel marketers. Its intuitive drag-and-drop design makes it easy to design and publish professional landing pages. There are over 100 landing page templates that you can customize. These responsive pages can be used on Google and social media email marketing campaigns and with over a million stock photo options, you’ll have plenty of assets to work with. Their analytics reporting helps marketers to understand more about each visitor, including their behavior. Sunny Landing Pages connects with over 500 applications, including MailerLite and WordPress. There is a free plan available, but if you don’t want an ongoing subscription, you can download the HTML of your landing page for a fee and use it on your own site.
| Price | Free Version/Trial? | Features |
| Economy: $12/month Premium: $24/month Pro: $63/month Ultimate: Custom pricing | Free Plan available | >Granular analytics reporting >Responsive pages >One-time HTML download of landing page >For more features visit Sunny Landing Pages |
Pros & Cons of Sunny Landing Pages
Pros:
- Intuitive interface
- Unlimited contacts and leads for all plans
- Template libraries
Cons:
- Free plan has branded footer only for 300 visitors
- If limited exceeded, landing pages temporarily disabled
FAQS
Who needs a landing page?
Anyone who has products or services to sell. Landing pages are necessary for focusing the visitor’s attention on what you want them to see, know, hear, watch, and feel. Think of it like a movie theater. For those moments, your landing page captures the audience’s attention as you tell the story of your product or service. The beauty of landing pages is that you always going to need more than one.
What should a landing page include?
Landing pages need to include quite a few elements. The most important is your unique selling proposition, USP, which is going to tell the visitor what you want them to know about what you’re offering. You’ll also need a call-to-action, CTA, which says “Go here” or “Click this” or “Buy Now” just to name a few. Quick note: Your CTA must always start with an active verb.
You’ll need proof, like customer testimonials, product reviews, security badges. Notice how a lot of product offer pages declare a “30-day Money Back Guarantee” badge on their landing pages. That’s necessary to put the visitor’s mind at ease. On top of all of that, remember that it’s a captive audience tool, you’ll want to remove main site navigation and limit them to choosing “Yes, I’m interested” or “No thanks.”