How Much Should a Landing Page Cost?

Landing pages are used to present specific offers to prospective customers. They’re essential for squeezing the max ROI out of your marketing campaigns. 

For this article we assume you’re not going to build a landing page yourself, in which case it’s free (aside from the opportunity cost of the time it takes to build one from scratch!).

So, how much should a landing page cost?

In this post we’ll look at how much a landing page should cost, looking at two different options for building one – 1) using a landing page builder, or 2) building from scratch. Along with the pros and cons of each approach.

Using a landing page builder with templates

What are the benefits of using a landing page builder?

  • Builders do not require any knowledge of coding or web development.
  • They come with ready-made templates for your industry
  • You can create multiple pages, perfect if you’re an agency with many clients
  • Integrations with various other marketing tools come as standard

What are the disadvantages of using a landing page builder?

  • They are usually billed on a monthly or annual basis, meaning you have to keep your subscription to keep your landing page
  • Drag and drop builders can limit the complexity of your landing page designs
  • Loading times might not be as fast as a well-optimized custom-built page (but in some cases they might be faster!)

Below we take a look at a price comparison of 3 of the most popular landing page builders on the market in 2019:

Unbounce

Unbounce comes with a 14-day trial, with 3 plans ranging from $79 to $399+ per month for annual payment and $99 to $499+ for those paying monthly. 

For those starting out, the $79 plan makes the most sense, but you might not want to commit the upfront cost of $948 up front. In which case the $99 Essential plan should have all you need to get started, and if the tool works you can consider paying on a yearly basis for a 20% discount.

Expected cost: $99 to start, if after a few months the tool works well for your business, you can avail of the yearly 20% discount, bringing the monthly cost down to $79. 

Leadpages

Similarly, Leadpages comes with a 14-day free trial, 3 plans ranging from $25 to $199 per month for annual payment and $37 to $321 for for monthly billing. Annual plans represent up to a 39% discount! 

Unlike Unbounce, Leadpages lowest plan only comes with support for 1 site, unlike Unbounce which allows for unlimited sites. 

Expected cost: If you need support for multiple sites the best option is the $48 per month annual plan, however if you just need one site, you might be able to avail of the cheaper plan at $25 per month. Similar to Unbounce we’d recommend dipping your toes in the $37 monthly plan before committing to an annual payment. Leadpages represents a significantly cheaper price than Unbounce, and is ideal for small businesses dipping their toes into digital marketing.

Instapage

Similar to the above platforms, Instapage also has a 14-day free trial! It’s a little more targeted towards larger companies and enterprises, plans start at $149 per month for annual subscriptions (a 25% discount) and $199 for monthly subscriptions. After that you move to an enterprise tier with customized pricing. 

This tool is definitely a better fit for larger companies with bigger budgets and marketing requirements. Although for those types of advertisers, it comes packed with features.

Expected cost: You’re not going to get any plans cheaper than $149 per month with Instapage (and that requires a $1,788 outlay as it’s an annual charge), meaning unless Instapage has certain features you need, you might be better off starting out with Leadpages or Instapage.

Building from scratch

Building from scratch is a whole different kettle of fish, assuming you can’t design and code the page yourself, you’ll need to make some hires. We explore some of the options below. But remember these are estimates, and costs can scale significantly depending on integrations with other tools like a CRM or marketing automation platform.

Option 1: Hire a separate designer and developer

You can find freelance web designers and developers in lots of places, such as Upwork, Fiverrr, Toptal and even online forums. Expect to pay between $25 to $100 per hour (or more) for someone decent. 

Expected cost: Depending on the complexity of the page you want built, and the hourly rate of your freelancer a decent landing page should cost you anywhere from $250 to $2000.

Option 2: Hire an agency

There are many agencies that are purely dedicated to building landing pages. Often they specialize in different technology stacks, approaches and tools. So make sure you’ve found an agency which will support your current website architecture.

Expected cost: Again this can vary greatly depending on your requirements, and your choice of agency, but expect to pay anything between $400 to $3000 for a landing page. 

Option 3: Hire a landing page builder specialist to design on your platform of choice

If you want to use a landing page builder, but don’t want to build yourself, and need more than what the templates offer. A platform specialist for Unbounce, Leadpages or Instapage might be a good bet. You can find many of these specialists on platforms like Upwork.

Expected cost: This depends on how templatized your page is, but typical hourly rates are from $30 to $95. Expect to pay between $500 to $1000 per page working with these freelancers. 

What’s the cheapest and fastest option?

Using a pre-built template from one of the landing page builders we looked at above is by far the fastest and easiest solution. Since these builders come loaded with hundreds of templates for different types of industries, you should be able to get something launched very quickly, at a low cost.

What we recommend

If you’re a smaller business with limited marketing resource (0-2 full-time marketing employees), get started with one of the starter plans on Unbounce or Leadpages. Both of these tools come with a 14-day free trial so are ideal for beginners. 

Get a feel for how well the pages convert and whether you’re seeing a positive ROI. From there, you can begin to optimize your landing page. If you need additional features or traffic you can upgrade your plans within these tools, or look at more sophisticated tools like Instapage.

We wouldn’t recommend building from scratch right out of the gate, but if you have certain business requirements, it might make sense. Otherwise using a landing page builder to start is the best option.

1 thought on “How Much Should a Landing Page Cost?”

  1. Thanks for the clear comparison.

    A couple of clarifications for you regarding Leadpages (I’m an avid user and employee for over 5 years).

    Even though Leadpages plans are the lowest prices of your mix, we allow for unlimited page publishing, unlimited pop-ups, and unlimited alert bars (Unbounce calls them Sticky bars). We also do not cap traffic to the webpages. And although the lowest plan can have 1 custom/direct connect domain, all Standard plan users can publish to unlimited domains through our WordPress plugin or an easy dynamic html upload to their site.

    And as of April 2019, a full website can be created with Leadpages website builder, in tandem with their landing pages.

    And, unlike at least one of the others mentioned in this article, we never raise our price on existing customers.

    Reply

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