Table of Contents

Instapage Pricing (2024): How Much Do the Plans Cost?

instapage pricing

Instapage is a landing page builder that makes it easier to personalize and optimize your pages, leading to more leads and conversions. When online marketers need a landing page builder, Instapage is easily one of the solutions they consider.

It has features like A/B testing, heatmaps, third-party tool integration, SSL certificates, and more. There’s no question that it’s a powerful landing page platform.

But do you have the budget for it? And is Instapage worth the investment?

Let’s talk about Instapage pricing and what it has to offer its users. We’ll also share some of the things we like (and don’t like) about this landing page software.

So why don’t we go ahead and jump right into it?

Instapage Pricing Plans Overview

Instapage has two plans, but only one of them is readily available.

NOTE: In 2021, Instapage changed the name of one of their Optimizing plan to the Building plan. Watch this updated video for more details.

The Building plan is $299 monthly and $199 annually (paid upfront).

The other plan is called Converting. It’s more suited for a user with specific needs. The pricing information isn’t available, and you’d have to book a demo if you want to find out.

pricing instapage
Instapage offers two plans. See their table here.

As far as landing page builders go, the Instapage pricing plans are much pricier than its competitors. Other options also have more plans to choose from.

Unbounce offers four pricing plans starting at $80/month, while Leadpages has three starting at $27/month.

But while Instapage’s pricing might seem expensive, consider all the perks that come with your plan.

While the most basic features are available on other landing page software, there are also ones that are exclusive to Instapage, which your business can benefit from.

Instapage has a 14-day free trial if you want to explore it after our Instapage pricing review.

Instapage Pricing and What You Get

PlansMonthly PriceAnnual PriceBest For…
FreeN/AN/ATesting out Instapage landing pages. (No longer available).
Start-Up (NEW)$89/Month$59/MonthSmall Businesses or Solopreneurs.
Building$299/Month$199/MonthSmall- to medium-sized businesses, agencies, & freelance marketers.
ConvertingCustomCustomLarge organizations, marketing agencies.

UPDATE: Instapage Now Has a New Plan that Starts At $89 a Month!

So what does an Instapage subscription get you?

First, you get a robust landing page builder that’s focused on conversion. All landing pages are mobile-responsive and can be built without coding knowledge through the drag-and-drop interface.

You even get real-time visual collaboration so that you can work with team members remotely.

You also get access to Instablocks and Global blocks, which lets you save page elements you can use across multiple pages.

Editing a block lets you apply the changes globally, which saves you time.

There are tons of landing page templates available, some of which are industry-specific.

Other features include A/B testing, conversion analytics, and heatmaps. There are also personalization features that allow you to create unique audience experiences for every landing page.

You can also connect ads to your post-click landing pages for more conversions using the AdMap feature.

instapage features
Manage your ad campaigns

Instapage also uses AMP and Thor Render Engine to make landing pages load faster.

There are plenty more features that make this product a compelling addition to marketing campaigns, like dynamic text replacement, multi-step forms, SSL certificates, audit logs, among other conversion rate optimization tools.

It’s worth noting that you won’t get to play with all of these features under the free trial (Building plan), as some of them are only accessible if you go for the custom plan (Converting plan).

And while there is a customer support team (ticket-based support) available for all Instapage subscribers, Converting plan users get a dedicated launch specialist and a customer success manager. The customer success manager gives you one-on-one advice and training.

What Features Each Pricing Plan Includes

As mentioned earlier, there are two plans available — three if you count the free trial.

Let’s take a closer look at what comes with each plan.

The 14-Day Free Trial Plan

The 14-day free option will give you access to all the tools under the Building plan. Once the 14 days are up, that’s when you’ll need to sign up for a paid plan to continue enjoying Instapage’s services.

You don’t need to enter your credit card information to sign up for the free 14-day trial.


  • See what Instapage has to offer for free.
  • No need to enter your credit card information.


  • The trial only lasts 14 days.
  • You don’t get access to Converting plan tools.

The Instapage Building Plan

The Instapage Building plan includes all the basic features you’ll need to start building landing pages. So you get access to the landing page builder and all of the tools we mentioned earlier (heatmaps, A/B testing, etc.).

You get Google Single Sign On or SSO. Having Google SSO means you can log in using Google accounts that are associated with your company.

You get third-party integration for Zapier, Salesforce, Marketo, and HubSpot.

These are enough for small- to medium-sized businesses and freelancers. And it’s a great value considering you won’t find these on some competing page builder platforms. Basic content management systems like WordPress don’t offer advanced features out of the box.


  • Great selection of tools.
  • Includes drag-and-drop builder, SSL certificates, and A/B testing.
  • It also has amazing tools like Instablocks, Thor Render Machine, Postclick Score, and AdMap.


  • Pricing is a bit steep for some people.
  • A bit excessive for a user who only needs basic landing pages.

The Instapage Converting Plan

The Instapage Converting plan has all the features under Building plus a few more. You get Converting SSO (Okta and OneLogin), 1 to 1 Ad-to-Page Personalization, real-time visual collaboration, direct lead bypass, audit logs, and ad spend conversion attribution.

You’ll also get your own customer success manager and custom feature implementation.

Typical users might not have any need for these tools. But for big companies and agencies that need all the help they can get, these are essential.


  • Customize your Instapage plan based on your specific needs.
  • Free demo to get a better understanding of what these tools can do for you.
  • Page migration services.


  • Instapage pricing for this plan isn’t immediately clear. You need to get on a call for custom pricing.
  • Lack of transparency when it comes to the plan’s limits.

The Instapage Enterprise Plan

The Enterprise plan has been discontinued.

Hidden Cost, Fees, and Details Behind Instapage Pricing

  • There are no hidden fees. After paying for a subscription, you get access to everything your Instapage plan has to offer.
  • The free trial lasts 14 days. Once it’s over, you’ll have to upgrade to a paid plan. If you choose Building, that will be $149 or $199 per month, depending on whether you pay monthly or annually.
  • You don’t need to provide your credit card details to sign up for the free trial.
  • The on-page visual commenting system is only available on the Converting plan.
  • If you want to use professional-sounding domain names, you’d have to purchase one for yourself using other platforms.
  • While on the free trial, you can terminate your account at any time by going to Admin > Subscription, where you’ll find the Cancel Account button.
  • You have to send an email to using the email associated with your Instapage account to cancel a paid account.
  • You only have 24 hours from the moment you paid to be eligible for a refund. Otherwise, the service will continue until the end of your subscription term.

For more details about account cancellation, you can check out Instapage’s Help Page.

What We Like

  • You can use different landing page templates designed for different industries.
  • You can integrate it with third-party tools, including HubSpot and Marketo.
  • You can design pages without coding through the drag-and-drop builder.
  • You can perform A/B testing multiple times to determine which designs and layouts have the best conversion rate.
  • You have access to analytics data to keep you informed of your progress.
  • You can publish landing pages on WordPress using the Instapage plugin.
  • The Instapage prices are great if you do not need a custom domain cap.

What We Don’t Like

  • You have to pay a lot for tools you might not need if all you’re looking for is to create a simple landing page.
  • You won’t find any flexibility with Instapage pricing. You either sign up for the Building plan or do a custom one.
  • You will find the refund process difficult since you have to send an email to Instapage within 24 hours of subscribing to a plan.
  • You have to adjust your landing pages for them to appear the way you want them to on mobile devices.
  • You need to file a ticket whenever you run into issues. This might be less of a problem when you’re on a custom plan since you’ll have your own customer success manager to assist you.
  • You might want to consider other options, such as Shopify or if your focus is on developing landing pages for ecommerce.

Which Plan Should You Choose?

We think Instapage is one of the best landing page builders, but before you select a plan, we’d highly advise you to sign up for the 14-day free trial.

This should help you get a feel for what building Instapage landing pages is like. You’d have access to all Instapage tools, so you could tell if this is the landing page software for you.

As mentioned earlier, you don’t have to enter your credit card information if you’re only testing Instapage. So there’s no risk that you’d get billed.

But if you’ve already decided, and you’re wondering if you should go for the Building plan or the Converting plan, then consider these points.

The Building plan is better suited for those who are just starting. If you own a small business or small/mid-size agency and would like to build your first set of landing pages, then this plan would work just fine. It has most of the tools you’ll need as a novice in the marketing world.

The Converting plan is much more expensive but also has additional features that would benefit businesses that would like to scale. It’s a great option for those who value teamwork, as Converting does have collaboration features that make it easier to work together.

With the Converting pricing plan, you also have the bonus of working with an Instapage manager. This person will be responsible for giving you advice on getting more visitors and improving your conversion rates. You’d have someone giving you a lending hand should you run into issues.

migration services

If you’re still confused, you can schedule a demonstration and have the Instapage customer service team walk you through their landing page experiences and tools.

In the end, it will all depend on your needs and requirements.

2024 Recent Updates

  • The Instapage Enterprise plan has been discontinued.
  • The Instapage Business plan has been discontinued.
  • There is no free plan, but there is a trial to get complete landing page platform access.
  • The Start-Up pricing plan Instapage pushed live is no longer offered. It cost $89/mo when it was live.

Frequently Asked Questions

Is Instapage free?

No. But it does offer a 14-day free trial period so that you could test it out. Test out Instapage here.

Does signing up for the free trial require credit card information?

No. You don’t need to enter your credit card details until you sign up for a paid plan.

How much does Instapage cost?

The regular plan is $299 or $199 per month, depending on whether you pay monthly or annually. The custom plan pricing is undisclosed.

Are Instapage plans refundable?

Yes. But you’ll have to email the Instapage team and ask for a refund within 24 hours of signing up.

Can you cancel a free trial?

Yes. You can cancel your trial at any time.

Will you have to pay more if you get higher conversions?

No. Instapage does not have conversion limits, nor does it penalize users for getting more conversions.

Does Instapage have unique features?

Yes. For example, it has an Ad Spend Conversion Attribution that shows you the cost of conversion by each split test variant and personalized experience.

For more feature details, check out our Instapage review.

Does Instapage work with third-party services?

Yes. You can connect Zapier, Salesforce, Marketo, and HubSpot to your Instapage account to add more functionality.

Does Instapage have customer support?

Yes, they offer live chat support on all their plans.

Is Instapage beginner-friendly?

Yes. It’s known for its ease of use. You don’t need technical coding experience to build landing pages. Its drag-and-drop functionality lets you create landing pages quickly and efficiently.

Do you have to pay for more features after signing up for an account?

No. You get everything as advertised once you subscribe to a plan. However, the custom plan does have features that you won’t find in the standard plan.

How Instapage Cost Compares to the Competition

Although Instapage is considered one of the best landing page builder platforms on the market, it’s not without stiff competition regarding pricing plan options.

New online businesses usually compare Instapage to the following competitors before signing up for a monthly paid subscription. They’re each capable of creating beautiful and relevant landing pages.


Unbounce is a rival landing page software whose audience is similar to Instapage’s. Their users mainly use their platform for advertising on Google and Facebook (with features such as dynamic text replacement and AMP pages for page speed).

You can check out the features here.

As for their pricing plans, they have a bigger selection but more limitations. Check out our Unbounce pricing plan breakdown for more details.


Leadpages is another competitor with amazing features and capabilities. Its audience is more targeted to general online businesses. Not specifically advertisers.

Their Standard plan starts at $27/month or $120/year for annual pricing. You can see their monthly plans here.

Sales Funnel Competitors

If you need a landing page builder that can create a checkout cart, specific features, or create complex forms, you’re going to need different eCommerce platforms (something like

If this is more your wheelhouse, you’re probably trying to sell digital and/or physical products, in which case you need sales funnel software. You can find our list of recommended sales funnel platforms here.

Our site is reader-supported. Some of the links on this page may be affiliate links & will not cost you any extra.

Scroll to Top