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Home › Start here › Build landing pages
Start here · Marketing

How to pick a landing page builder for your campaigns

A landing page is a single page built for one campaign and one action, such as signing up, booking a call or buying. You can build it with a website builder, with the page tools inside a marketing automation platform, or with a plugin or app on the site platform you already use. The right choice depends on where your site already lives and where the leads from the page need to go.

By Bill Belcamino · Page updated September 23, 2026 · Our methodologyResearched and fact-checked by the HelpCompare team
How to pick a landing page builder for your campaigns
Bill Belcamino
Bottom line up frontby Bill Belcamino, founder of HelpCompare
Editorial assessment

Bottom line up front: Do I need a separate landing page builder for my campaigns?

Usually not: build the page in your marketing platform if the leads feed an email list or CRM, or in your website builder if it has to sit on your own domain.

Both routes have free options: Wix and WordPress among the website builders we track (Squarespace is from $19/mo, billed annually), and HubSpot, Klaviyo and Mailchimp among the marketing platforms. I spent years buying paid traffic with my own money, and two habits separate pages that pay from pages that don't. First, match the page to the ad or email that sends people there, same offer and same words in the headline, because a visitor who doesn't instantly see what they clicked on leaves. Second, tag every campaign link with UTM parameters and pass the source into a hidden form field, so each lead in your CRM records which campaign produced it. Without that, you can't tell which campaign to cut.

My read of the verified data on this page, checked against vendor sources on September 23, 2026. Disagree or spot an error? Tell Bill

How to build landing pages, step by step

The software this job takes

What to look for

Common mistakes to avoid

What to settle before you buy

Frequently asked questions

Is there a free landing page builder?

Of the 3 website builder tools we track, Wix and WordPress list a free plan or free tier (limits are in the table above); Squarespace does not. Of the 5 marketing automation tools we track, HubSpot, Klaviyo and Mailchimp list a free plan or free tier (limits are in the table above); ActiveCampaign and Keap do not. Free plans often limit pages, visitors or custom domains, so check those limits against your campaign before you rely on one.

Should I use a WordPress or Shopify landing page builder or a separate tool?

If your site already runs on a platform like WordPress or Shopify, building pages there keeps them on your domain and avoids another bill. A separate builder can make sense if marketing needs to publish pages without touching the main site. Decide based on who edits pages and where leads need to go.

What is an AI landing page builder?

It is a builder that drafts a page layout and copy from a short description. It can speed up a first draft, but you still need to check every claim, price and offer on the page before it goes live.

How much does a landing page builder cost?

It depends on the tool and how many pages, visitors and contacts you need. The table above shows each tool's verified entry price and billing unit.

How we built this page

We start from the job, not the product. The phrasings people search for this job (for example “landing page builder”) come from our research into how small and mid-size teams describe it. Which software categories the job takes is our editorial judgment. Every tool, entry price, billing unit and date comes from HelpCompare’s open dataset, recorded from each vendor’s own pricing page; nothing is estimated, and where a vendor publishes no price we say so. We take no affiliate commissions and publish no scores of our own. See our methodology or download the data from Open Data.

More jobs in Marketing

Cite this page: HelpCompare, “How to pick a landing page builder for your campaigns”, helpcompare.com/start/build-landing-pages/ (updated ).

Source links on this site are checked every month; last check . How sources are checked.

From shortlist to switched

Built for the leader who owns the selection, answers for the spend, drives the rollout, and lives with the results. HelpCompare covers the whole decision, not just the first step.

01 · CompareWhich tool fits your team, side by side.133 comparisons 02 · Price & approveSourced, dated pricing and a one-page brief for sign-off.Decision brief 03 · SwitchWhat moves, what you rebuild, what it costs.264 guides 04 · ShareDownload and cite the data. CC BY 4.0.Open data
Bill Belcamino, founder of HelpCompare
About the author

Bill Belcamino

Founder and author, HelpCompare

Engineer by training, operator by experience, marketer by choice. Bill spent eight and a half years as an engineer at HP, was COO of Auctiva (the number one third-party selling platform on eBay, past 200,000 users) and ran Google’s $70M/year search syndication partnership at Alot.com. Then he spent 13 years building his own web properties with his own money at stake. He has bought, trialled, integrated and cancelled more SaaS tools than he can count, and started HelpCompare because the real cost of switching tools is the part nobody covers.

“I’ve sat on both sides of the table: the agency recommending the tool and the client paying for it.”

Researched and fact-checked by the HelpCompare team. No paid sponsorships, no affiliate commissions.

Read Bill’s story How we verify pricingSpot an error? Tell Bill