What is a landing page? Any page on a website is technically a landing page in the literal sense, as it's a page visitors 'land' on when arriving at your venue or hotels website. However, more commonly the phrase 'landing page' correlates with standalone web pages used for online marketing and advertising.
Landing pages give hospitality marketers the ability to remove distractions and tightly control the message presented to the visitor. For example, a person looking to book a winter event is more likely to make an enquiry when shown a webpage only about winter events, rather than having to review your whole website.
In 2017, online software platforms enable us to quickly create fantastic, highly custom and bespoke landing pages - perfect for long term marketing aims, as-well-as limited run promotions, such as for a ticketed event or seasonal booking special offer. Below LeadDigital review five of the top landing page software tools available today:-
Pagewiz | pagewiz.com
Pagewiz is a platform created for marketers and business owners who want to get landing pages built and live fast. The WYSIWYG style drag and drop software means you don't need to be a web designer to create basic landing pages, and there's even a collection of pre-designed templates available. You won't win any awards for incredible web design using Pagewiz, but it's great for quick production.
Pros: Drag & drop designing, integrations with popular software like Salesforce and MailChimp, quick for everyone to get 'up and running'.
Cons: Template designs aren't overly inspiring, limit on number of page visitors and domains, simplified builder compared to alternatives.
Cost: Free 30 day trial, then from $25 (£19) per month for the basic package when paying annually. Four plans available, structured on the number of page visitors and custom domains.
Lander | landerapp.com
Along the same lines as Pagewiz, Lander is another drag & drop, non-technical landing page builder, ideal for beginners. The editor is modern and easy to use, you are able to create great pages fast and A/B testing features help you test up to three different versions of your landing page at any time. You can also integrate closely with Facebook, adding tabs to your new landing pages in just four steps. Other integrations are available, but most are premium features.
Pros: No technical knowledge required, superb collection of integrations with other tools, templates built by designers to achieve conversions, powerful analytics included. Well rounded.
Cons: Some integrations only available as premium features, technical support only available on 'Pro Plus' package, limits on custom domains.
Cost: 14 day free trial. Then from $16 (£12) per month for the basic package when paying annually. 'Professional' package required to use integrations and for more than 3 custom domains.
Instapage | instapage.com
Instapage are ranked highly, not just because of the software but also the customer support they provide. Whilst offering a simple and easy to use landing page builder similar to other, Instapage also have a huge collection of resources available to help optimize landing page results. They are also one of the only companies to give unlimited pages, visitors and domains on a basic price plan.
Pros: One of the only companies offering unlimited pages, visitors and domains on their basic package. User friendly interface, high quality selection of conversion tested templates.
Cons: No A/B testing on basic package and limits on integrations.
Cost: 14 day free trial. Then from $29 (£22) per month for the basic package when paying annually.
Leadpages | Leadpages.net
Leadpages takes landing page creation to the next level. Built specifically with conversions in mind, everything about this platform is focused on converting traffic into buyers. You have next level landing page design tools, all the integrations you could want and an incredible collection of templates - plus lead capture forms and subscriber tools, powerful analytics and AB Testing features. All of this and the basic package offers unlimited traffic, leads and responsive pages!
Pros: All of the above, plus a huge library of resources including guides, certifications, tutorials and an active community of users.
Cons: This is a more complex, feature-rich software platform so may be overkill for some companies. A/B testing and advanced integrations only available on 'Pro' and 'Advanced' plans.
Cost: 30 day money back guarantee. From $25 (£19) per month for the basic package when paying annually.
Unbounce | Unbounce.com
Last but not least is Unbounce. As with Leadpages this is an advanced landing page development tool, and whilst you don't need to be a qualified designer to use it, the features are more complex. Yes they have all the landing page building abilities you'd expect, but Unbounce's true strengths lie in the testing and optimization of each page to achieve industry leading conversion results. This is the most expensive of the software tools we've reviewed, however its next level features help make the investment worthwhile.
Pros: Advanced features but still easily usable without a technical background. Powerful optimization and testing capacities. Always releasing new services, including 'Unbounce Convertables', targeted overlays for any web page.
Cons: An expensive investment and less integrations than some alternatives.
Cost: 30 free trial. Then from $79 (£61) per month for the basic 'Essentials' package when paying annually.
As with any new software purchase your primary concern should be 'what do I actually need', rather than simply buying from the industry leaders. The landing page software tools reviewed above are just a handful of whats available today, but all provide those core functionalities needed to create web pages that look good and convert sales.
If you're still not sure which landing page software best fits your venue or hotels needs then have a chat with us anytime. LeadDigital have over 20 years experience in hospitality marketing and have designed hundreds of landing pages, so can advise on the best fit for your hospitality business.