Leadpages vs Instapage (2021): Choosing Your Landing Page Builder

Instapage has raised the bar for landing page builders with its unique and advanced landing page optimization tools. Meanwhile, Leadpages is an easy recommendation as it offers what you need to get your campaign up and running at the cost of a couple cups of Starbucks coffee a month. Both are drag-and-drop landing page builders that offer professionally-designed templates so you can start creating even without knowing how to code, but which one should you go for? How does the more affordable Leadpages fare against Instapage, which offers more premium features? Keep reading to find out.

Leadpages vs Instapage Comparison Chart

Leadpages logoinstapage logo
PriceCheck Pricing at Leadpages.comCheck Pricing at Instapage.com
Standout FeaturesKiller landing page templates, Affordable monthly plansBigger library of designs, unlimited conversions, more advanced marketing tools
Landing PagesUnlimitedUnlimited
Landing Page Templates80+500+
SitesUp to 50Unlimited
Unique VisitorsUnlimited30,000
Pop-Ups and Alert Bars YesYes
Dynamic Text ReplacementYesYes
Inbuilt Payment ProcessingYesNo
A/B TestingYesYes
Free Trial Period14 days14 days


Leadpages has more modestly-priced plans than Instapage

Subscribing to Leadpages (top) or Instapage’s (bottom) annual plans will save you a significant amount

It’s hard to beat the prices of Leadpages’ monthly plans, and its rates are a far cry from Instapage’s. Starting at $25/month for its annual subscription, Leadpages lets you start designing unlimited mobile-responsive landing pages and get unlimited traffic to your site. You also get access to conversion optimization tools such as pop-up forms and alert bars with the base plan. If you go up Leadpages’ pricing tiers, you can take advantage of more advanced tools such as split testing, online sales payments, SMS opt-in campaigns, etc.

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When billed monthly, Leadpages’ Standard, Pro, and Advanced plans cost $37/month, $79/month, and $321/month, respectively. Opting for the annual billing will yield significant savings (see photo above). Likewise, Instapage offers a significant discount for annual subscribers. Its Business plan costs $199/month and gets reduced to $149/month if you opt to be billed annually instead. The downside to Instapage is its unique visitor count has a cap of 30,000. If your page gets more than that, you’ll have to go for its Enterprise plan whose price is tailored depending on your business requirements.

Customization & Ease of Use

Instapage provides more customization options and better design control than Leadpages

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A peek at Instapage’s landing page editor

It’s a close match between Leadpages and Instapage when simply considering ease of use. For one, they are both drag-and-drop builders that let you design landing pages even if you don’t know a single thing about coding. Instapage’s builder takes its drag-and-drop feature up a notch by letting you drag an element and place it at the exact spot where you want it on the page.

With Leadpages and other drag-and-drop builders, the margin and padding of elements typically get adjusted when you drop it on the page. With Instapage, you can place the elements and easily adjust the other aspects around it, which means you have more control in terms of customization. Leadpages’ builder is also easy to use, but it pales in comparison to Instapage’s interface.

Both Leadpages and Instapage provide an array of templates for different uses and industries. Whether your field is in travel or health and wellness and you want an opt-in or PPC campaign, you’ll find a template you can tweak to fit your goal and branding. However, Instapage trumps Leadpages in this regard as it has more than 500 templates to choose from, far more than Leadpages’ 80-plus templates.

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Instapage has more robust conversion optimization tools while Leadpages lets you accept payments and can substitute other website builders

leadpages vs instapage (2)
Accept online payments with Leadpages (left) and customize your landing pages based on search terms with Instapage (right)

Instapage prides itself as “the world’s most advanced landing page platform,” and rightfully so. In addition to its intuitive builder, Instapage offers sophisticated tools designed to help increase click-through and conversion rates. Among its functionalities that Leadpages lacks are Accelerated Mobile Pages (AMP), heatmaps, AdMaps, and 1:1 Ad-to-Page personalization, to name a few. When used strategically, these tools can provide you with a wealth of data for your campaign performance and audience behavior. However, some of these features require upgrading to Instapage’s Enterprise plan, which doesn’t come cheap.

While Leadpages doesn’t have all the bells and whistles mentioned above, it still comes with conversion-optimization tools. On top of the standard pop-up forms and sticky bars, Leadpages features countdown timers, Leadmeter, and Leadpages Checkouts.  Its Leadmeter gives you advice and feedback on how conversion-optimized your design is.

Meanwhile, the Stripe-powered Leadpages Checkouts lets you accept online payments and deliver products within Leadpages. This allows Leadpages to be a standalone website, alleviating the need for WordPress or other third-party payment providers. If you want to upsell or downsell to your subscribers or landing page visitors, it’s easy to do so with Leadpages. As for Instapage, you’ll need to connect your landing page with a separate payment gateway if you want to accept payments.


Connecting either Leadpages or Instapage with third-party software is a breeze

leadpages vs instapage (3)
Both Leadpages and Instapage support integration with top marketing software

Before committing to a platform and starting to design your landing pages, it’s a must to check first whether it can be integrated with the other software that you use. Leadpages and Instapage support integration with leading tools such as Zapier, Infusionsoft, Google Analytics, Facebook Ads, Salesforce, etc.

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For a complete list of Leadpages’ integrations, click here, and for Instapage, you can check it out here.


Leadpages is a solid choice for smaller businesses while Instapage can cater to agencies’ needs better

Leadpages and Instapage are both well-known in the landing page space, and for a reason. Smaller businesses that want to operate on a limited budget will find Leadpages an outstanding tool. In addition to its user-friendly landing page builder, you will also have the option to accept payments for digital products, services, or memberships at a reasonable monthly cost. Its optimization tools may not be as advanced as Instapage’s, but smaller businesses and solo entrepreneurs will find them more than sufficient.

Meanwhile, agencies will benefit from Instapage’s robust landing page optimization and collaboration tools. Wider customization options, control, and extensive metrics are some of the top reasons to go for Instapage. It may be more expensive, but the search trigger personalization it offers for landing pages is an invaluable tool for search engine marketers.  If you often run PPC campaigns, you’ll find Instapage’s sophisticated tools helpful.

You can try Leadpages for free here and Instapage here for 14 days.

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