It can be challenging to create an effective digital marketing campaign, especially if your goal is to reach as many people as possible and maximize your conversion rates. Landing pages are the perfect tools for reaching these goals. They can be used to direct your leads from one step of your sales funnel to another.
Landing pages allow you to capture visitors’ information, send them onto the next stage of their buyer’s journey, and increase your chances of converting them. But as most marketers would know, building landing pages from scratch is incredibly time-consuming. You can’t launch your new products without landing pages either. So the need for landing page software builders is clear.
There are plenty of options out there if you are looking for a tool that will help you build landing software in a snap. But before you invest in one of them, you should take a closer look at its features, functions, and pricing. Today we will be focusing on one particular software that’s popular among digital marketers: HubSpot.
HubSpot is a customer relationship management (CRM) platform that is full of useful tools including a landing page builder.
Is HubSpot the Best Landing Page Builder?
There are a lot of contenders for the title of “best landing page builder”—and HubSpot is definitely one of them. But at the end of the day, it’s all about what you are looking for in this type of software. In this case, HubSpot is unique because it’s primarily a CRM and not just a landing page builder. So if you are looking for an all-in-one tool, this could be the right choice for you.
HubSpot is a service that offers a lot of tools that you need for inbound marketing. And while it offers different “Hubs” with various solutions for different needs, we will focus on the Marketing Hub because it is the most relevant. It’s also the one with the landing page builder.
The landing page builder, along with email marketing, forms, live chat, blogging tools, and CTAs make up the Marketing Hub.
The landing page builder itself ties directly into the HubSpot CRM, which means you can access its full suite of tools including personalization. Unlike other landing page software, HubSpot only has 13 free templates for you to choose from and customize. But through the HubSpot Marketplace, you can find hundreds more.
Despite the limited number of free customizable templates, HubSpot’s landing page builder does have a drag and drop functionality, which makes it easier to design the kind of landing page you want. You can slide the elements into place and publish it in an instant. There is also an optimization checklist that analyses your landing page and gives suggestions based on what could be improved or edited. You can use these built-in suggestions to optimize your landing page for SEO to make sure you can reach as many leads as possible. Unfortunately, this SEO optimization feature is only accessible via HubSpot’s Professional Plan.
To make it more convenient, HubSpot lets you create “section blocks” which allow you to save elements to be used on future landing pages so you don’t have to arrange everything again from scratch. This streamlines the design process and also keeps your landing pages uniform. Use this to highlight your brand in every single landing page.
Take note that HubSpot’s landing page builder follows a grid-like layout, wherein you can slide your elements along. Some users prefer this because it is easy to follow and organize. Others however find it restrictive because you can’t place elements wherever you want. For this reason, they prefer landing page software that let them arrange elements freely with no restrictions.
Another good quality of the HubSpot landing page software is that all the pages are optimized for mobile browsing. According to digital marketing experts, mobile browsing is now 50 percent of all online traffic. This is why HubSpot landing pages are built to look good on all devices. You can even switch from desktop to mobile view before publishing your page to see if it looks right.
One important thing to note is that HubSpot does not currently support Google AMP pages for websites and landing pages.
Overall, HubSpot is not a perfect tool for building landing pages. It has clear limitations, and its advanced features can be intimidating. But this is a tool that can definitely get the job done—on top of HubSpot’s many functions.
This landing page builder benefits from HubSpot’s many integrations. HubSpot has over 500 integrations, from Salesforce to MailChimp to Hotjar.
It also has analytics that help you run a smoother digital marketing campaign. It gives you A/B testing, heatmaps, and multivariate testing.
With A/B testing, you can make two variations of the same landing page and publish them at the same time to see which one gets better responses. You can then adjust and optimize your landing pages according to real data.
Heatmaps give you an even better insight on what people are doing when they are on your landing page. You can see how far they are scrolling and what they are clicking on, so you can identify problem areas that you can improve.
While the landing page software itself doesn’t have tons of features, it is unique in the fact that it comes with an entire Marketing Hub full of useful tools for your digital marketing campaign.
The different ‘Hubs’ in HubSpot have different prices, so we are just going to focus on the Marketing Hub plan since it is the most relevant to this review.
HubSpot has a basic version that can be used for free. Since it’s not a trial, you can use this version for as long as you want. Your credit card information is not needed. If you do want to use some of the more advanced features, you will have to pay for one of the packages.
That said, you can use this free version as a way to gauge if this is the right software for you. Get real world results while you test out HubSpot.
If you are using the free version and decide to upgrade to a paid subscription, all your progress will be carried over into the upgraded version.
HubSpot has three paid plans: Starter, Professional, and Enterprise. The Starter Plan costs $50 a month, but only $45 if you decide to pay annually. Here you can get access to landing page building—which is not available in the free version. You also get email marketing features. It’s a good starter plan that covers what you need to get a digital marketing campaign running.
Upgrading from HubSpot Starter to HubSpot Professional is a bigger financial commitment. This plan costs $890 per month, or $800 a month if you pay annually. Either way, you have to commit for a year. This version gives you access to testing, analytics, and the SEO functions. These are all geared towards optimizing your digital marketing campaign, including your landing pages.
The Enterprise Plan costs $3,200 a month, or $38,000 with the yearly subscription. This is geared towards larger businesses with bigger teams. It allows companies to manage a team through HubSpot.
The HubSpot packages are on the pricier side, so you are probably not getting this just for the landing page builder alone. You should go for this software if you need an entire CRM with tons of functionality on top of the landing page builder. Overall, it does a lot of great things, but is not a good fit for everyone.