Unbounce is the best landing page builder for small business when conversion testing is the job: unlimited A/B testing starts on Experiment, and Smart Traffic AI starts on Optimize. Leadpages is the better value pick for a simpler small-business page because it starts at $49/mo and adds A/B testing on Pro.
This guide is about dedicated landing page software for ad campaigns, lead generation, webinars, launches, and single-purpose conversion pages. If you only need a cheap one-page site, Carrd costs far less; if you need enterprise paid-ad personalization, Instapage is the premium option.
Quick comparison
| Rank | Tool | Best for | Pricing | A/B testing | Key limit or catch |
|---|---|---|---|---|---|
| 1 | Unbounce | Serious conversion optimization | Build $99/mo, about $74/mo annually; Experiment $149/mo, about $112/mo annually; Optimize $249/mo, about $161/mo annually; 14-day trial | Experiment and up | Build has no A/B testing; Smart Traffic starts on Optimize; visitor caps are 20k/30k/50k by tier |
| 2 | Leadpages | Value and beginner-friendly landing pages | Standard $49/mo, about $37/mo annually; Pro $99/mo, about $74/mo annually; 14-day free trial | Pro | Less flexible than Unbounce or Instapage for advanced custom layouts |
| 3 | Landingi | Budget entry, agency work, and programmatic pages | Lite $29/mo, about $24/mo annually; Professional $149/mo; Agency/Scale $299/mo; Enterprise $1,499/mo; 14-day trial | Professional and up | Lite is capped at 10 pages, 2,000 visits, and 1 custom domain |
| 4 | Instapage | Enterprise paid-ad personalization | Create $99/mo, about $79/mo annually; Optimize $199/mo, about $159/mo annually; 50k-visitor Optimize option about $299/mo or $239/mo annually; Convert custom; 14-day trial | Optimize and up | Create has no A/B testing; the strongest personalization features are on custom-priced Convert |
| 5 | Carrd | Simple, cheap one-page sites | Free; Pro Lite $9/year; Pro Standard $19/year; Pro Plus $49/year | No real A/B testing | Free has no custom domain, forms, or integrations; Pro plans are annual only |
1. Unbounce -- best for conversion optimization
Unbounce is the strongest pick for marketers who care about testing and optimization more than the lowest monthly price. Its builder is flexible, it supports custom code, and the conversion features go beyond basic page publishing: popups, sticky bars, conversion-focused templates, integrations, unlimited A/B testing on Experiment, and Smart Traffic AI auto-routing on Optimize.
Best for: Teams running paid campaigns or lead-gen pages where A/B testing and traffic optimization matter.
Not for: A small business that only needs one quick lead-capture page and will not use testing.
What stands out: Unbounce is the best fit here for "change the page, test the page, route traffic better" work. A/B testing starts on the $149/mo Experiment plan, while Smart Traffic starts on the $249/mo Optimize plan.
Drawback: The $99/mo Build plan is already the priciest SMB-focused entry in this list, and it does not include A/B testing. The headline conversion features sit on higher tiers, and visitor caps can force an upgrade as traffic grows.
Pricing: Build is $99/mo, or about $74/mo billed annually, with 20,000 monthly visitors and no A/B testing. Experiment is $149/mo, or about $112/mo annually, with 30,000 visitors and unlimited A/B testing. Optimize is $249/mo, or about $161/mo annually, with 50,000 visitors and Smart Traffic. Annual billing is about 25% off, and Unbounce has a 14-day trial.
FTC disclosure: SoftwareSift may earn a commission if you buy through this sponsored link.
2. Leadpages -- best value for most small businesses
Leadpages is the practical pick for a small business that wants to publish a converting page quickly without buying the most advanced optimization stack. It has a large conversion-optimized template library, an easy drag-drop builder, built-in hosting, unlimited landing pages and traffic on paid plans, lead capture, alert bars, popups, and A/B testing on Pro.
Best for: Owners and marketers who want an easier, lower-cost path to a working landing page.
Not for: Teams that need the most flexible custom builder or enterprise paid-ad personalization.
What stands out: Leadpages starts at $49/mo, about half Unbounce's $99/mo entry price. Its Pro plan reaches $99/mo and adds A/B testing, online sales/payments, and more.
Drawback: The builder is less flexible than Unbounce or Instapage for advanced custom layouts. A/B testing is also gated to the $99/mo Pro tier, and Leadpages changes plan names and structure often enough that tier comparisons can move.
Pricing: Standard is $49/mo, or about $37/mo billed annually. Pro is $99/mo, or about $74/mo annually, and adds A/B testing, online sales/payments, and more. Annual billing is about 25% off, and Leadpages has a 14-day free trial.
FTC disclosure: SoftwareSift may earn a commission if you buy through this sponsored link.
3. Landingi -- best for budget entry and agency scale
Landingi is the cheapest serious full marketing builder in this set at $29/mo, and it becomes more interesting for agencies that need white-label, Smart Sections, Solis AI insights, programmatic landing pages, and bulk page work. It also has 300+ templates, a drag-drop builder, integrations, and A/B testing on Professional and higher.
Best for: Agencies, teams building many similar pages, and buyers who want the lowest full-builder entry price.
Not for: A typical small business that wants the easiest value pick with fewer low-tier caps.
What stands out: Landingi's Lite plan is the low-cost entry, while Agency/Scale adds unlimited pages, up to 500,000 visits, and programmatic landing pages.
Drawback: Lite is genuinely limited: 10 landing pages, 2,000 visits, and 1 custom domain. A/B testing requires Professional at $149/mo, which jumps above Leadpages Standard.
Pricing: Lite is $29/mo, or about $24/mo annually, with 10 landing pages, 2,000 visits, and 1 custom domain. Professional is $149/mo with 100 pages, 30,000 visits, A/B testing, Smart Sections, and Solis AI insights. Agency/Scale is $299/mo with unlimited pages, up to 500,000 visits, and programmatic landing pages. Enterprise is $1,499/mo with SSO, SLA, and 1M+ visits. Landingi has a 14-day trial and no permanent free plan.
FTC disclosure: SoftwareSift may earn a commission if you buy through this sponsored link.
4. Instapage -- best for enterprise paid-ad teams
Instapage is the premium paid-ads platform in this group. It fits teams that care about ad-to-page personalization, heatmaps, collaboration, fast page load, and advanced post-click experiences more than entry price.
Best for: Paid-ad teams and enterprises that need personalization and testing tied closely to ad campaigns.
Not for: Small businesses that just need a standard landing page builder for lead capture.
What stands out: Instapage has a polished builder, AdMap, heatmaps, A/B testing on Optimize and up, Convert-tier 1:1 ad personalization, collaboration, and fast page load through AMP/Thor render.
Drawback: Create is $99/mo and has no A/B testing. You need Optimize at $199/mo for testing, which makes it the highest real-cost entry to A/B testing here. The best personalization features live behind custom-priced Convert.
Pricing: Create is $99/mo, or about $79/mo annually, with 15,000 unique visitors and no A/B testing. Optimize is $199/mo, or about $159/mo annually, with 30,000 visitors and A/B testing. A 50,000-visitor Optimize option runs about $299/mo, or about $239/mo annually. Convert is custom-priced. Instapage has a 14-day trial.
5. Carrd -- best cheap one-page option
Carrd is not a full conversion-optimization platform. It is the cheap, simple answer for a personal link page, coming-soon page, small lead-capture page, or single-purpose one-page site.
Best for: Very simple one-page projects where price matters more than testing or campaign optimization.
Not for: Serious marketing campaigns that need A/B testing, visitor caps, Smart Traffic, paid-ad personalization, or a broader conversion suite.
What stands out: Carrd Pro Standard is $19/year and includes 10 sites, custom domain plus free SSL, forms and widgets for Stripe, PayPal, and Typeform, and Google Analytics.
Drawback: Carrd is one-page-focused and basic. There is no real A/B testing, no conversion-optimization suite, and the free tier lacks custom domain, forms, and integrations.
Pricing: Free is $0 for up to 3 sites on a .carrd.co subdomain with the core builder, but no custom domain, forms, or integrations. Pro Lite is $9/year and removes "Made with Carrd" branding. Pro Standard is $19/year with 10 sites, custom domain plus free SSL, forms, widgets, and Google Analytics. Pro Plus is $49/year for power users. All Pro plans are billed annually only.
FTC disclosure: SoftwareSift may earn a commission if you buy through this sponsored link.
Unbounce vs Leadpages
Choose Unbounce if the landing page will be part of a serious conversion-testing program. It costs more, but it gives you the stronger builder, A/B testing from Experiment at $149/mo, and Smart Traffic AI from Optimize at $249/mo.
Choose Leadpages if speed, ease, and price matter more. Standard starts at $49/mo, and Pro reaches $99/mo with A/B testing, online sales/payments, and more.
Instapage vs Unbounce
Instapage is the enterprise paid-ad personalization platform. Create starts at $99/mo but has no A/B testing; Optimize starts at $199/mo with testing, and Convert is custom-priced for advanced personalization.
Unbounce is the conversion builder for teams that want A/B testing and AI traffic optimization without going as deep into enterprise ad personalization. It is still premium, but it is the cleaner choice for most small-business conversion testing.
How we picked
SoftwareSift ranked these tools on builder power, conversion features, ease for a small team, and real cost. Commission is not a ranking input: Unbounce ranks first on testing and Smart Traffic depth, Leadpages stays above Landingi on value and ease, Landingi earns third on budget entry plus agency scale, Instapage sits fourth for enterprise ad personalization, and Carrd remains the cheap one-page option.
Alternatives we considered
Kartra and ClickFunnels are broader funnel or business suites, not pure landing page builders for this comparison. Wix, Webflow, and Squarespace are general website builders, a different job. Kit/ConvertKit is primarily email marketing, so it was not forced into a landing-page-builder shortlist.
FAQ
What is the best landing page builder for a small business?
Leadpages is the best value pick for most small businesses because Standard starts at $49/mo and the builder is beginner-friendly. Unbounce is better when conversion optimization is the priority, and Carrd is the cheapest option for a simple one-page site.
Unbounce vs Leadpages: which should I choose?
Choose Unbounce for the stronger builder, unlimited A/B testing from the $149/mo Experiment plan, and Smart Traffic AI from the $249/mo Optimize plan. Choose Leadpages for a cheaper, easier route to a converting page, with Standard at $49/mo and Pro at $99/mo.
Instapage vs Unbounce: what is the difference?
Instapage is built for enterprise and paid-ad personalization. Unbounce is the conversion-focused builder with A/B testing and Smart Traffic AI. Both are premium, but Instapage leans harder toward ad-personalization teams and custom-priced enterprise work.
What is the cheapest landing page builder?
Carrd is the cheapest: it has a free plan, and Pro Standard is $19/year for a custom domain, forms, widgets, and Google Analytics. Among the full marketing builders, Landingi Lite is the cheapest entry at $29/mo.
Which landing page builder has A/B testing?
Unbounce includes unlimited A/B testing on Experiment and higher. Leadpages adds A/B testing on Pro. Landingi adds A/B testing on Professional and higher. Instapage adds A/B testing on Optimize and higher. Carrd has no real A/B testing.