Instapage vs Unbounce vs Leadpages, What is the Best Landing Page Software?

Landing pages are every marketeers best friend. Compared to a normal website, a landing page has just one function, to convert! The only problem is creating them. Luckely, these day there a lot of landing page software around that make creating landing pages easy for everyone.

But, this brings in one major problem. Which landing page builder should you use for your next project. Investing in one tool takes time and you want to be sure that the software of your choice is the right one.

This blog will solve this problem once and for all. We’ll be comparing Instapage vs Unbounce vs Leadpages based on five categories:

  • Ease of use: How easy is it for you to create and launch your landing page? Do you need to be a develop to understand anything or can you just drag-and-drop and create a stunning page?
  • Quality: How good is the quality of the designs and templates? This is very important for conversions.
  • Capabilities: What are the possibilities with the tooling? Is it possible to, lets say, perform A/B tests and analyze your data, or is it just for creating the landing page?
  • Price: Is it affordable enough and worth the price compared to what they offer?

Let’s dive into it, starting with..

1. Instapage – Strong builder and beautiful designs

Instapages slogan is: Create a Landing Page in Just 3 Minutes, which is true. Getting started with Instapage is easy for everyone.

Ease of use: As the slogan already says, using Instapage is the most easy and intuitive landing page software there is on the market. You can setup your and launch your landing pages within a few minutes. After filling in some standard information, you get dropped right into the landing page builder. After selecting one out of over 200 templates, you can start customizing everything. Instapage has one of the most powerful landing page builder, because you can simply drag and drop every element everywhere you want. Most other landing page software force you to put elements in pre-defined blocks. I was afraid that a builder like this might product ugly HTML code (bad for SEO) but this is actually pretty clean.

Quality of the landing page: Instapage has more than 200, mobile friendly, landing page templates that you can use for the following categories: Lead Generation, Two-Step, Click-Through, Thank You, Weinar, E-book, Event and App. A wide variety for almost very business. Personally, as designer, I think that Instapage offers the best designs compared to Leadpages and Unbounce. There are some templates I would even consider featuring on Landingfolio.


Capabilities: Instapage offers most tools you’d expect from landing page software. You can A/B test you designs, capture leads and add custom code. This month they added two extra functions that are pretty handy. You can now create heatmaps of your landing page in Instapage itself, saving you a few bucks a month with tools like Hotjar or Crazyegg. Furthermore they added a Invision like collaboration tool which let’s you teamm make annotation on your design, so you can easily gather feedback on what to change.

Pricing: Instapage used to be the cheapest of all three tools, but after adding a lot of extra features they decided to double their prices.

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Instapage offers a 14 day free trial. Try it out.

2. Unbounce – Landing page software for marketers.

Unbounce is one of the most well-known, high used landing page software on the marked. It mainly focusses on online marketers.

Ease of use: Unbouce is a little harder to get started with than Instapage. It offers a lot of functionalities, which required some up-front skills to use effectively. A perfect solution for marketers who build a lot of landing pages, but less interesting for business owners who sporadically build a landing page for their product.

Quality of the landing page: Unbounce had a lot of great landing page templates, which you can use. Most of them are highly focusses on getting visitors to convert, which is what you want for a landing page. Unbounce also has a top-notch WYSIGWY editor that enables you to build and design your own landing pages.

Capabilites: As mentioned before, Unbounce has a lot of functionalities. You probably won’t find any other tooling out there that enables you to do so much. It’s has a drag & drop editor, with advanced design features. Their templates are mobile friendly and 100% customizable. Furthermore, Unbounce lets you A/B test your pages with real-time stats and integrates easily with a lot of other tooling.

Probably one of Unbounce best feature, especially for marketers, is the possibility for client management. As agency you can add all your clients under one account and easily manage them.

Pricing: Unbounce their elaborateness also means a higher price, which is understandable. Prices start at $99 per month.

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You can try Unbounce 30 days for free. Try it out.

3. LeadPages – Focusses on getting the highest conversion

LeadPages offers a lot more than just landing pages. You can see it as a leads generation tooling, with tools like LeadBoxes, LeadDigits, LeadLinks. For this review we’ll just focus on LeadPages’ landing page function.

Ease of use: LeadPages has launched it’s newest editor this year, which makes it easy for everyone to create a landing page. This plus their marketplace with over 100 templates makes creating a landing page for your company a piece of cake. Where Instapage offers you complete freedom over your template, Leadpages makes you put content in predefined content blocks, which work like a grid system.

Quality of the landing page: LeadPages has a template marketplace with a lot of different templates made by them or third-party developers. Their templates used to be a little ugly and chunky, but the overall quality has changed to the better this year. Still, Leadpages in my opinion offers the least appealing landing page designs. Leadpages their focus lies on designs that are proven to increase conversions, but aren’t necessarily candy for the eye.

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A nice function of LeadPages marketplace is the possibility to filter on conversion rate. This enables you to see which landing pages perform the best.

Capabilities: LeadPages’ editor works just like every other tooling. You start with a template and make changes to them. One big difference is that LeadPages does not let you start with a blank slate. You have to use a template and edit it. It’s not possible to design your own template with the WYSIGWY editor. This can be a major downside if you wish to put your own creativity to use.
Besides that, LeadPages offers a lot of functionalities. It’s easy to build and edit your landing pages, for desktop and mobile, you can A/B test the page and optimize it for SEO. LeadPages power lies within the integration with their other tooling. It makes it easy to capture email addresses with LeadBoxes, gather mobile leads with LeadDigits and get visitors to subscribe to your lists using LeadLinks.

Pricing: LeadPages is the cheapest of all tools, especially when paid annually, compared to their competitors, but offers the same. It’s cheapest package starts at $25 per month, but does not offer A/B testing and LeadPages other tooling.

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You can try Leadpages 14 days for free. Try it out

Instapage vs Leadpages vs Unbounce, which one should you choose?

Let’s wrap this post up with defining the winners per category.

Easy of use: Instapage 

Overall all three of the tools are pretty easy to use. Unbounce takes a little bit more time to get used to, but still isn’t that hard. To get a winner in this category, I decided only to look at the landing page builder itself. Instapage is the software that offers the most freedom in making adjustments to your template, which is why I chose this one as winner.

Quality of the landing page: Unbounce and Instapage

Unbounce definitely wins in offering designs that most marketeers know would realize a good conversion rate. Instapage wins in the quality of the designs it’s offering.

Capabilities: Leadpages

Leadpages not only offers a landing page builder, but also lead capture popups, SMS text option, Payment form intergration and more all in just one tool. If you are looking for a tool that offers everything, than Leadpages is your go to landing page builder.

Pricing: Instapage and Leadpages

Leadpages, starting at $25 a month is the cheapest option. But, this is only when you sign up for an annual contract. Compared month to month, Instapage and Leadpages both have the same price, $75 dollars a month.

I hope this blog post made it a little easier for  you to choose the tool you want to use. Still not sure? Just sign up for a trial of all three tools and try it out yourself.

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by @dannypostmaa