Here’s a quick list to help SaaSs determine where to start when creating a landing page for their PPC campaigns.
These days, most landing page builders are easy to use (they mostly operate with some sort of block editor).
You’ll also find that they are all fast and responsive to all screen sizes.
Selecting the right landing page builder for your SaaS
In the name of boiling this post down to what matters, we’re going to cover the things that set each of these landing page builders apart.
Each of these options has what it takes to make your first few landing pages, understanding the subtle difference will help you make the right choice for your software.
Factors To Consider (with factor number)
Price (x4)
If we are talking about your first SaaS PPC campaign, then it’s safe to assume that the price of the landing page software might matter.
Page builders range greatly in how much they cost and since most have similar enough features, this is one of the most important factors.
Built For SaaS (x2)
Next, you’re here to find landing page builders for SaaS companies. So you’ll only find page tools that pertain to SaaS here.
That means built for SaaS goals, customers, buying behavior, etc.
Tracking (x3)
Having good tracking is a no brainer, you’d think.
Since your landing pages are for your PPC campaigns, knowing how your money is being spent is very important.
Tracking can include things like Google Ads, Analytics and all of them have internal analytics. However, some integrate with your CMS better than others which enable you to track your SaaS users from first visit through your sales lifecycle stages and beyond.
Conversion Options (x4)
For your landing pages, offering different types of conversions is important. Your landing pages will inevitably be used to reach users at different stages of their buying journey so having flexible conversions to offer them is important.
Notable Integrations (x3)
Integrations on your landing pages equate to flexibility.
SaaSs especially use many tools to enable their sales strategies.
Being able to go with the flow is an important feature for landing page builders.
Google Ads Integrations (x2)
This article is written to help SaaSs find landing page builders for their PPC campaigns. So noting how well they integrate with Google Ads is an important factor.
Bonus Features (x1)
SaaSs know that adding an extra feature can give them an edge. This section allows the landing page builder to distinguish itself from the competition at the entry level price point.
#1 Your Web Page Or CMS
Summary
If you’re using Webflow, WordPress, Wix, you name it, your landing page can be made in-platform.
These days, the UX for building your SaaS landing page in your CMS are the same as in any landing page builder.
No need to worry about cross domain tracking, extra fees, branding and whatnot, your CRM is going to be the most flexible and option-rich page builder available to you.
All you need to worry about from there is what elements to include on your SaaS landing page.
Price (x4)
$0/Month
No more than what your SaaS is paying to have your general site up and running already.
Built For SaaS (x2)
It’s built for everything. So not just SaaS.
Depending on the user this could be a pro or con.
Having millions of plugins to enable you to do anything with your SaaS site might be a good thing or it might be over-complicated.
It all depends on the user.
Tracking (x3)
With the ability to install Google Tag Manager in the back end, the SaaS landing page creator has the power of limitless tracking at their fingertips.
It’s also easy to integrate with your CRM.
For example, Hubspot has a plugin that integrates with the forms on a WordPress site and allows you to easily embed your HubSpot forms.
The coolest thing about that feature is that it enables tracking in HubSpot, down to the PPC keyword.
This means you can send lifecycle stage changes and more back to Google Ads for in-depth tracking.
Conversion Options (x4)
Anything you can think of.
Plugins, HubSpot’s free version, form builder, the basic WordPress forms.
Some very customized conversions will require you to know coding or pay for another solution.
Notable Integrations (x3)
Maybe you’ve seen what is so powerful about sticking with your CMS for landing pages at this point?
CMSs like WordPress and Webflow are made for flexibility.
Combine that with a cheap builder plugin like Elemento and you’ll be limitless in your capabilities.
You’ll be hard pressed to find a common SaaS program that doesn’t integrate with WordPress.
You name it, Stripe, Hubspot, Paypal, Calendly, Zapier and more.
Google Ads Integrations (x2)
There is no “direct integration” for your SaaS landing page but you will be able to easily install code in the back end with plugins or a little basic coding knowledge.
Bonus Features (x1)
Plugins!
Use WordPress’s reputation to expand its possibilities as far as imaginable. It’s been around so long that there is a free, reliable plugin for anything you might want to do.
One downside is that WordPress will slow down with a ton of plugins but that’s why using something like Elementor theme builder can do the trick.
Pros:
- Limitless possibilities and integrations
- No more than what you are already paying to have a website
Cons:
- Might need to pay for a form or calendar service for conversions
- Could stretch patience with setting up
Score: 58
In each category, each element was given a rating against the other options. That rating was then multiplied by the factor and contributed to the sum.
#2 Swipe Pages
Summary
If you explicitly are looking for a landing page builder for your SaaS, Swipe Pages is a great place to look.
The price is favorable, it has options with the best of them and it’s built for SaaS.
While the other contenders have SaaS-oriented feature pages, Swipe Pages boasts being built for SaaS first.
Price (x4)
$29/Month
Built For SaaS (x2)
As previously mentioned, Swipe Pages has its eyes on the SaaS field.
They have a dedicated ‘ear to the ground’ on trends and have conversions that are built for SaaS goals.
The blocks they have available are tuned for SaaS needs with pricing table modules, thousands of fonts, comparison pages, lead magnets and more.
Tracking (x3)
Direct integrations with Ads and Analytics.
This enables you to basically track any action that you would want.
The plus side to having a HubSpot direct integration is that you can track lifecycle stages as the lead progresses.
Conversion Options (x4)
Forms (including multi-step), Free Trial Sign Ups & more.
Notable Integrations (x3)
HubSpot, Zapier, Mailchimp, Constant Contact, & Zoho.
Google Ads Integrations (x2)
It does have the ability to install the Google Ads tracking in the backend of the site builder but it’s not direct.
Bonus Features (x1)
Dynamic Text Replacement
Pros:
- Geared for SaaS, which helps you know the features will keep coming
- Cheapest SaaS Landing Page builder
Cons:
- Tracking capabilities could be better
- Conversion options are limited
Score: 48
#3 HubSpot Landing Pages
Summary
With HubSpot you get a landing page builder and CRM all in one. Not to mention, at its lowest price point, your SaaS can have basic CRM automations included.
The tracking bonus you get out of integrating a CRM directly with your landing page is really nice if your lead gen requires sales involvement.
The ability to track conversions from their initial form fill or meeting booking through the qualification process is a game-changing element for SaaS companies looking to get value out of their PPC campaigns.
Price (x4)
$45/Month
Built For SaaS (x2)
Not built for all SaaS companies, depending on what conversions your company needs. But for SaaSs with sales teams, the landing page builder in Hubspot will accomplish everything you need.
Tracking (x3)
Only directly integrates with your Google and Facebook ads, however, it has a really comprehensive internal analytics dashboard.
Conversion Options (x4)
Forms, calendar bookings, downloads.
Notable Integrations (x3)
Other CRMs, WordPress, MailChimp, Google Ads, Zapier & more.
Google Ads Integrations (x2)
The Google Ads integration here is world-class. From the minute the landing page captures the user, it keeps that contact associated with the click. So from there, any changes in lifecycle can track back to the click data in the ad account.
Bonus Features (x1)
Hand-in-hand with one of the best CRMs on the market (including Automation upgrades).
Pros:
- CRM with automation included
- Google Ads integration is as good as it gets
Cons:
- Types of conversions you can track are limited
- Hubspot can get very expensive as you tier up
Score: 40
#4 Instapage
Summary
Instapages is one of the original lead page designers and has tons of support and features.
Despite not being built originally for SaaS, they have a full feature set that allows you to do lead gen campaigns, Google & Facebook ads integrations and more SaaS-empathetic features.
Price (x4)
$149/Month
Built For SaaS (x2)
Not really, but it will have most of the SaaS features that any software as a service landing page would need.
Tracking (x3)
Robust internal analytics for tracking ad clicks and leads.
Instapage also supports a backend GTM installation so there’s limitless capabilities behind that.
Conversion Options (x4)
Forms & purchases.
Notable Integrations (x3)
Zapier, Webhooks, Hubspot, Salesforce, Optim Monster, Stripe, Paypal, HotJar
Google Ads Integrations (x2)
Through GTM, all is possible 🙂
Bonus Features (x1)
Dynamic Text Replacement
Pros:
- Tons of support, wicked customizable and supported by years of experience
- Robust internal analytics/dashboards
Cons:
- By far the most expensive
Score: 34
#5 Unbounce
Summary
Unbounce is a direct competitor to Instapage.
Between Unbounce and Instapage, the features are very comparable. The main difference being that Unbounce offers a slightly lower entry-level price. However, it limits the number of conversions and visitors allowed to your pages.
Price (x4)
$90/Month
Built For SaaS (x2)
Their SaaS-specific landing page tells you that they have SaaS needs in mind. They cover most landing page areas as well but it’s good to know they have you in mind.
They also have some massive SaaS clients like Pitchbook and Later so you know they aren’t sitting idly on SaaS trends.
Tracking (x3)
GTM tracking is available.
Conversion Options (x4)
Forms, Downloads & Purchases.
Notable Integrations (x3)
Salesforce, Hubspot, Mailchimp, Slack, Zapier.
Google Ads Integrations (x2)
It’s like all of the other GTM tracking Landing Pages. You have unlimited access to track what you want, however, you will have trouble tracking beyond the initial conversion.
Bonus Features (x1)
Not any notable ones.
Pros:
- Cheaper price point to its direct competitor, Instapage
- Having the download conversion option could be a key feature for high-funnel campaigns
Cons:
- Limits conversion and visitor numbers at lowest tier
- Still pretty expensive
Score: 27
Conclusion
Having a landing page for your software as a service PPC campaigns is key to meeting your users with compelling, relevant content.
Handing qualified leads to your sales teams, generating free trials, building newsletters and more are how your SaaS will grow.
These five tools will meet the bare minimum (or exceed) your SaaS landing page requirements and give your software the legs it needs to raise conversion rates and lower cost per acquisition.
Thanks for reading!
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