Leadpages vs Instapage – Which Is Best to Use in 2024

leadpages vs instapage featured image

If you’re looking for a way to build, optimize, and publish high-converting landing pages to use in your marketing campaigns, both Leadpages and Instapages will do the trick.

The question is: which platform should you choose?

In this comparison of Leadpages vs Instapage, we’ll try to answer that question for you. First, we’ll look at the key differences between each landing page builder and highlight some of their main features. 

Then, we’ll try out all of the tools each platform has to offer and compare their performance in various categories. We’ll also take a look at their pricing structure to see which is better value.

And finally, I’ll give my overall verdict about which is the better platform and in which scenarios you should choose one over the other.

Ready? Let’s get started.

Key Differences Between Leadpages vs Instapage

I know you might be short on time, so right off the bat, I’m going to share what I think are the most important differences between Leadpages and Instapage. Here we go:

  • Instapage is an enterprise-level solution targeting agencies and corporate teams, whereas Leadpages is built for solopreneurs and small business owners.
  • Instapage has more advanced features, whereas Leadpages focuses on ease of use.
  • Leadpages is much more affordable. With plans starting at less than a fifth of the cost of Instapage, it’s the natural choice for budget-conscious users.
  • Leadpages uses a grid-based landing page editor, whereas Instapage is grid-free (more on this later).
  • Instapage contains collaboration tools that make it suitable for teams, whereas Leadpages doesn’t – it’s only suitable for single users.

Now that’s out of the way, let’s take a look at each platform’s highlight features so that you know what to expect, starting with Leadpages.

Leadpages Highlight Features

  • Grid-based landing page editor – Create landing pages using an easy drag-and-drop editor (no code required)
  • 200+ drag and drop templates – All templates are rigorously tested to ensure they convert as well as possible; just open up one you like and customize it to fit your campaign.
  • Extensive integrations – You can hook Leadpages up to your favorite third-party tools, including email marketing software, webinar platforms, payment gateways, and more.
  • Hosted landing pages – Leadpages can host your landing pages and lead magnets for you.
  • Easy split testing – Set up page variants and run A/B tests to optimize your pages in a few clicks.
  • Detailed analytics – Keep track of the metrics that matter most to you from your Leadpages dashboard.
  • Easy publishing – Publish pages on a Leadpages subdomain or directly to your domain via HTML or a WordPress plugin. 
  • Website building – Don’t stop at landing pages; build your entire website on Leadpages using whole-site templates and an easy drag-and-drop builder. 
  • Pop-ups and Alert bars – Use Leadpages’ conversion toolkit to create eye-catching pop-ups and alert bars that help you to convert more visitors to leads and leads to customers.

Instapage Highlight Features

  • Grid-free landing page editor – Design your landing pages with complete freedom using Instapage’s flexible, freeform drag-and-drop interface.
  • 500+ free templates – Browse one of the largest selections of high-converting landing page templates on the market to kickstart your campaign.
  • Plenty of integrations – Connect Instapage’s to your existing stack, including third-party email marketing tools, analytics, CRMs, ad platforms, and more. 
  • Hosted landing pages – Like Leadpages, Instapage will host your landing pages for you and makes it easy to publish pages to your own domain with a dedicated WP plugin. 
  • Hassle-free split testing – Quickly create and execute A/B tests to find out which page variations perform best. 
  • Powerful analytics – Keep track of your KPIs and gather insights with in-dashboard analytics, heatmaps, and more. 
  • Team collaboration tools – Instapage is the best solution for teams with a host of tools to help you collaborate, like on-page feedback, real-time edits, and secure sharing. 
  • AdMaps – Synchronize Instapage with your ad campaigns by connecting targeted post-click landing pages to individual ads.

Ease of Use

Both Leadpages and Instapage are very easy to use.

All of the tools that each platform provides are designed to be completely intuitive and beginner-friendly.

You don’t need to be a tech whizz, know how to code, or spend weeks learning the ropes – you can just sign up and start building your pages straight away.

Here are some features that are common to both platforms and make them easy to use:

  • No-code, drag-and-drop editors. You can build your pages entirely on the front end by simply dragging and dropping elements onto the page. A visual preview lets you see the changes you make in real-time.
  • Pre-made templates. Both platforms provide a ton of templates for different kinds of landing pages, which you can customize. It’s a lot quicker and easier to work with templates than starting from scratch!
  • Tutorials, guides, and documentation. Leadpages provides an extensive knowledge base, while Instapage provides a large help center. Both of these function as knowledge repositories where you can find instructions on how to use all the different tools and features each platform comes with.

Leadpages also provides a setup wizard and a step-by-step walkthrough for beginners to help with onboarding. Instapage doesn’t provide this kind of in-dashboard guidance, which is one area we thought they could do better in.

landing page software wizard

We also personally found Leadpages dashboard and page builder a little easier to work with overall (although both have very similar interfaces).

The Leadpages landing page builder layout seemed more intuitive to use with its neatly organized sidebar. We’ll talk more about each platform’s landing page editors shortly.

It’s tough to pick a winner in this category, but on the whole, Leadpages edges it out.

Leadpages vs Instapage Landing Page Templates

When building a page with Leadpages and Instapage, you can choose to start from a blank slate or from a pre-made, professionally-designed template. Most of the time, you’ll want to do the latter. 

Each platform offers a wide selection of free templates for you to choose from. Here’s how they compare.

Leadpages Templates

Leadpages currently offers over 200 landing page templates. Here’s what the template library looks like:

premium templates

There are templates for many different types of pages, such as:

  • About and bio pages
  • Checkout pages
  • Event pages
  • Contest and giveaway pages
  • Lead capture pages
  • Newsletter and sign-up pages
  • Offer, discount, and coupon pages
  • Thank you and confirmation pages
  • Sales pages
  • Coming soon pages
  • Webinar pages

Plus more! 

You can filter pages by industry, type, collections (e.g. Holiday templates), style, color, or – my personal favorite – conversion rate. 

Sorting them by conversion rate will bring the templates that are proven to generate the greatest conversions, based on thousands of tests – it’s a really neat feature.

Instapage Templates

Instapage has a larger template library than Leadpages, with over 500 templates to choose from. 

premium templates

Page templates are categorized by use case, such as:

  • App download
  • Case study
  • Daily deals
  • Demo requests
  • Competitor comparisons
  • Product launch
  • Event registration
  • Appointment scheduling
  • Product sales
  • Special promotion
  • Thank you
  • Trial sign up
  • Webinar registration
  • Etc.

You can only filter pages by use case – you can’t sort them by conversion rate, design, or industry like you can with Leadpages.

Verdict: Who Wins?

We can’t pick a winner here as it comes down to what you value most highly: quality or quantity.

Instapage undoubtedly has the largest template library, with a more varied selection to choose from – but quantity isn’t everything.

The fact that you can sort Leadpages templates by conversion rate makes it easier to find the best-performing page templates for your needs without having to wade through a ton of sub-par options.

The Landing Page Editors

Both Leadpages and Instapage provide drag-and-drop landing page editors that you can use to create and customize your pages.

However, there are a few important differences between them. Let’s take a closer look at each to find out what those differences are.


With Leadpages, you open up the page editor by navigating to Landing Pages > Create a new landing page and then selecting a template. It looks like this:

user interface

This layout should be familiar to anyone who’s used generic WordPress page builders before. On the left, you have a sidebar, from which you can change the layout and drag and drop in different sections and widgets. 

There are a bunch of pre-made sections to choose from, organized by type:

page elements

In the preview screen, you can drag and drop different elements to move them around the page. However, you can only move elements into set positions on the page:

building landing pages

This is because Leadpages uses a grid-based layout. The page is split up into a framework of rows and columns, and every element on the page has to sit neatly within one of these rows or columns. As we’ll see next, this is the biggest difference between Leadpages and Instapage’s landing page editor, the latter of which doesn’t use a grid system.

There are some advantages to the grid system. Namely, it helps to ensure all the elements on the page are properly aligned, so you don’t make any major design mistakes. However, the disadvantage is that it can feel restricting and inflexible.

Aside from that, there are a couple of other things worth mentioning about Leadpages landing page editor.

At the top of the screen, you’ll see the Leadmeter. This is a feature unique to Leadpages – it gives you actionable tips and feedback on how you can better optimize your page as you’re building it.

optimize landing pages

You can preview your pages in full-screen and tab between different views to see how they’ll look on different devices. Unfortunately, though, you can’t edit how your pages will look on different devices independently like you can with Instapage.


Instapage’s landing page editor looks a little different:

responsive landing pages
Instapage landing page builder

The left sidebar contains a list of all the main elements/widgets you might want to drag onto the page, like images, paragraphs, buttons, forms, and headlines. 

Instead of sections, Instapage has ‘Instablocks.’ These are essentially pre-made page sections that are already filled out with text, images, and widgets. You can access Instablocks from the sidebar:

create new landing pages easily

There are over 1000 Instablocks to choose from that are organized into categories based on the use case. There’s a much wider variety of Instablocks than Leadpages offers in their ‘sections’ tab. This makes it a lot easier to build pages quickly. 

If you want to, you can also save and reuse your own Instablocks, which is a huge time-saver if you build a lot of pages that use the same elements.

The biggest difference between Instapage and Leadpages, though, is the drag and drop function. 

Instapage’s landing page builder has a ‘free-form’ drag and drop editor (grid free), which means elements don’t snap into set positions like they do with Leadpages. You can move them around with complete freedom, and they’ll stay exactly where you let go – down to the exact pixel. 

beautiful landing page

I prefer this kind of flexibility and precision editing. Instapage still offers suggestions to help you align the elements properly on the page, but you can ignore them if you want to. 

Another big difference between the tools is that Instapage lets you edit your pages’ desktop and mobile versions independently. You can tab between them from the top of the editor. This is something you can’t do on Leadpages.

Verdict: Who Wins?

In our opinion, Instapage gets the win here. Thanks to its free-form drag-and-drop editor, huge library of Instablocks, and device-dependent page editing capabilities, it’s the more flexible and powerful tool.

Available Widgets and Element Blocks Offered

If you didn’t already know, widgets are the individual elements or ‘blocks’ you can add to your pages. We’re talking about things like text, images, and buttons. 

Both landing page builders provide all the main widgets you’d expect, plus some extra nifty widgets that can make your pages more interactive and help you bag more conversions. 


In total, Leadpages offers 18 widgets. These are:

  • Text,
  • Text and Image
  • Image
  • Video
  • Button
  • Form
  • Line
  • Space
  • Icon
  • Progress Bar
  • Social 
  • Social Like
  • Calendly Embed
  • OpenTable Embed
  • Date
  • Countdown
  • HTML
  • Checkout

Of these, we particularly liked the Form widget and Checkout widget. Forms make it easy to set up lead magnets and collect opt-ins, while Checkouts let you take payments through your pages via Stripe integration. 


Instapage offers 11 widgets in total, so not quite as many as Leadpages. These are:

  • Instablocks
  • Paragraph
  • Image
  • Headlines
  • Video
  • Form
  • Button
  • Social
  • Shapes
  • Timer
  • HTML

Again, the form widget was excellent. However, Instapage is missing some important widgets like checkouts and progress bars.

Verdict: Who Wins?

Leadpages wins when it comes to widgets. It has a wider selection and includes some important blocks that Instapage is missing out on, like Checkouts.

Landing Page Publishing Options

After you’ve built your pages, you’re probably going to want to publish them. Both Leadpages and Instapage support various publishing options: you can publish pages to a hosted subdomain or your own external website via generic methods or through each tool’s dedicated WP plugin.


With Leadpages, any page you publish goes live on a Leadpages subdomain (e.g. freedomboundbusiness.lpages.com)

publish all your landing pages

If you want to add it to your own domain, the easiest way to do so is via the Leadpages WordPress plugin. All you have to do is install and activate it onto your WP site, log into your account, and publish your pages directly to WordPress.

If your site isn’t built on WordPress, you can just grab a short HTML code snippet instead and add it to whatever website you want the page to appear on. Easy!


Instapage’s publishing process is similar to Instapage. You can publish it to an Instapage subdomain in a few clicks or to WordPress via the Instapage plugin.

In addition to WordPress, Instapage also gives you the option to publish pages directly to Facebook or Drupal.

publish on third party services

However, if you want to publish to a site built on a different CMS than the above, you have to dig into your domain’s domain records and add a CNAME, which can be a bit of a headache.

Verdict: Who Wins?

It’s a tie. Leadpages code snippet publishing option is perhaps a little easier than it is with Instapage, but Instapage has the advantage of also giving you the option to publish directly to Facebook and Drupal.

Split Testing Capabilities

Split testing (or A/B testing) is a way for marketers to compare different versions of their web pages to find out which performs best.

It involves conducting an experiment in which a portion of your website traffic is sent to one variant (version A), and the rest is sent to another variant (version B). 

Each page variant is tracked to measure metrics like average conversion rate so that you can select the landing page that performs best and use it going forward.

Both platforms make it easy to carry out A/B split tests. Here’s a quick breakdown of the process.


To run an A/B test on Leadpages, you just navigate to the Landing Pages section of your dashboard and click Create New Split Test:

a b split testing

In the interface that opens up, you can choose your control page and create a page variant to compare it against. To do so, either duplicate your control page and change certain elements or build a brand new page and select it. 

Next, choose how to distribute traffic between your pages and launch the test. Leadpages will take care of the rest for you!


The Instapage split testing process is a little less intuitive. To get started, you can open up the page editor and add as many page variations as you want to test.

You can switch between each variant to tweak the design as necessary.

test simple landing pages

Once you’ve done that, you’ll have to choose how much traffic to send to each variant from the Analytics page on your main dashboard (which is a little odd).

Verdict: Who Wins?

Leadpages wins when it comes to split testing as the process is more intuitive. 

Both platforms let you set up split tests with variable traffic. However, Leadpages lets you do this from within the dashboard in a dedicated split testing interface, whereas Instapage doesn’t.

Analytics and Reporting

Both Leadpages and Instapage provide basic, in-dashboard analytics that can help you to keep track of the most important metrics. If you need more advanced analytics, you can also integrate both with third-party analytics tools like Google Analytics. 


built in analytics

With Leadpages, you can open up basic analytics for each published page in your dashboard. You can view five main metrics: views, unique visitors, conversions, conversion rates, and earnings (if using the Checkout widget)


google analytics integration

In addition to the basics like traffic and conversions, Instapage also gives you access to more advanced analytics like heatmaps (a data visualization tool that shows you how users interact with your page) and cost per visitor/lead (if connected to AdWords).

Verdict: Who Wins?

Instapage wins in the analytics category as it offers more advanced features (on certain plans) than Leadpages, such as heatmaps and cost per visitor/lead tracking (when connected to Google Adwords) – neither of which Leadpages support. 

Unique Features

Leadpages and Instapages have a lot of similarities. However, both have some key features that make them unique. Here’s a rundown of Leadpages and Instapage’s key features. 

Unique Features to Leadpages

Conversion Toolkit

Aside from the main landing page builder, Leadpages comes complete with a conversion toolkit that allows users to build popups and alert bars in a separate dedicated builder.

You can find the popup and alert bar tool in the Conversion Tools section of your main dashboard. 

exit intent pop ups

Once you’ve created your popups and alerts, you can either publish them on a landing page built within Leadpages, on another website using HTML or Javascript, or on a WordPress site using the Leadpages plugin. 

Instapage also supports popup building. However, with Instapage, you have to add them within the landing page editor as a click event. There’s no dedicated interface for it like there is with Leadpages.

Website Builder

Leadpages is primarily a landing page builder. However, since 2019, users have also had the option to create full websites using the same drag-and-drop interface.

full website builder

Building a full website with Leadpages is quick and easy and has many similarities to popular website builders like Wix and Squarespace. There’s also a wide selection of website templates available.

This is a useful feature to have in a landing page tool, particularly for small businesses and startups that want to create a website solely for the purposes of lead generation and making sales. Leadpages provides a neat and tidy, all-in-one solution for this. 

Unique Features to Instapage


Heatmaps are a vital feature for optimizing landing pages and eCommerce sites. Basically, heat mapping allows you to map your visitor’s journey around your site. 

tool offers heatmaps
Image Credit: Instapage.com

Red, yellow, and green color spots help you to visualize ‘hot spots’ in your page design by highlighting the buttons and blocks that receive the most interactions, as well as the ‘cold spots’ that get less attention from viewers. 

Using heatmap data, you can optimize your designs so that every button, image, and element is in the right place to maximize conversions. They’re extremely useful when it comes to CRO, but out of the two tools, only Instapage comes complete with heat mapping functionality.


AdMaps is a unique feature that allows you to manage and visualize your ad campaigns. You can use the feature to create visual maps of all your campaigns to make them easier to track, customize and personalize. You can also use AdMaps to connect your ads to highly relevant, personalized post-click landing pages.

Team Collaboration Tools

Instapage was built with teams in mind and comes with a ton of unique team collaboration features. 

work with teams in more detail
Image Credit: Instapage.com

When creating landing pages using Instapage, teams have the ability to: 

  • Leave comments and feedback on page designs
  • Share projects with clients and stakeholders
  • Collaborate and edit projects together in real-time

It’s super simple for team members to share their thoughts and ideas about their landing page designs. All you have to do to leave a comment is open up the landing page preview and left-click anywhere on the page. You’ll then be able to leave your comments and @ the relevant team members so that they receive a notification.

These kinds of collaboration features are essential for large teams, and they’re one of the main reasons why Instapage is a great landing page builder for agencies and enterprises.  

AMP landing pages

Instapage gives you the option of building either regular pages or AMP (Accelerated Mobile Pages) landing pages. The latter are basically lightweight pages that load extra fast.

This is a useful feature because pages that load faster achieve better Quality Scores in Google Ads. And better Quality Scores mean lower cost per clicks on your PPC campaigns.

Page speed is also an important SEO ranking factor, so it can help your landing pages achieve better visibility in the search engine results pages.


progress bar widgets and more
Image Credit: Instapage.com

We’ve covered this already, but it’s worth reiterating. Instapage offers the unique ‘Instablocks’ feature, which allows you to save entire blocks that you can then reuse in other pages – an essential time-saving feature for teams that build lots of pages. 

Leadpages vs Instapage for Lead Generation

Both platforms allow you to host lead magnet files and deliver them to subscribers who opt-in to your lists, which can help with your lead generation efforts.

It’s easy to set up lead magnets with either tool, but we found Leadpages a little easier to work with overall.


Leadpages partners with attract.io, which you can use to easily create lead magnets. All you have to do is upload them to the Lead Magnets section of your dashboard, and Leadpages will automatically deliver it whenever someone signs up or submits a form entry.

You can also set up lead magnets manually from within the form widget. All you have to do is open up the form settings page and, under the actions tab, opt to ‘email a file to visitors who complete the form.’

collect leads on same landing page


With Instapage, you have to set up lead magnets through the form widget each time.

The process is similar to Leadpages: just edit the widget settings and, when choosing what to do when a user submits the form, opt to deliver a file. You can upload the file to Instapage or host it yourself and paste in a link to the URL.

mobile traffic download on phone

Verdict: Who Wins?

It’s a tie. Both make it easy to create opt-in forms and set up lead magnets that can help you to generate new leads for your business.

Instapage vs Leadpages – Pricing

Perhaps the most glaring difference, and the thing that really sets Instapage and Leapages apart, is pricing.

Leadpages is considerably cheaper than Instapage. This is mainly due to the fact that Instapage targets larger businesses and enterprises, whereas Leadpages is a solution aimed at smaller businesses and entrepreneurs. 

instapage pricing plans

Instapage offers two different pricing plans, Building and Converting. Here’s what’s included in each plan: 

  • Building Plan (starts from $199/month billed annually) – No Conversion Limits, Customer Success Manager, Design Reviews, Landing page-building tools, A/B testing tools, real-time collaboration features, Instablocks®, Thor Render Engine®, Post-click Score®, AdMap®, pages and experiences features, conversion analytics tools, dynamic text replacement, SSL Encryption, GDPR Compliance, and Zapier and Hubspot Integration. 
  • Converting Plan (custom pricing depending on your business’s needs) – All the features listed above plus Salesforce and Marketo integration, global blocks, Ad-to-Page Personalization, heat mapping, custom fonts, multi-step form building, single sign-on (SSO), direct lead bypass, audit logs, leads download, guaranteed uptime-converting SLA, migration services, launch specialist support, feature implementation services, integrations, consulting, design services.
  • Start-Up Plan (NEW) – Instapage introduced a new plan for smaller businesses.

As you can see, Instapage includes a wide variety of useful features, but with plans starting at $199, it can be too pricey for many small to medium-sized businesses. 

leadpages pricing plans

Leadpages, on the other hand, is extremely affordable and is known to be one of the cheapest landing page building tools available. Leadpages also offers two plans: the Standard Plan and the Pro Plan. Here’s what’s included in each:

  • Leadpages Standard Plan (starts from $37 billed annually) – 1 site, unlimited landing pages, unlimited pop-up and alert bar creation, unlimited traffic and leads, 1 free custom domain, free web hosting, over 200 mobile-responsive templates, lead notifications, 40+ integration and chat and email support. 
  • Leadpages Pro Plan (starts from $74 billed annually) – 3 sites, unlimited landing pages, unlimited pop-up, and alert bar creation, unlimited traffic, and leads, 1 free custom domain, free web hosting, over 200 mobile-responsive templates, lead notifications, A/B testing, online sales and payments, 40+ integrations and premium chat and email support.

Although the Leadpages Standard Plan has everything you need to build landing pages, alert bars, and popups, there is one key feature that it lacks – A/B testing. 

In order to use the A/B testing features, you’ll need to opt for the Pro Plan instead. However, this is still considerably cheaper than any plan Instapage offers and is probably the right option for smaller businesses that are working on a tight budget.

Leadpages vs Instapage – Which Is the Better Landing Page Platform?

Both Instapage and Leadpages have their merits. It’s tough to pick an overall winner as it really depends on what your goals are and the size of your business.

Given that Leadpages is much more affordable, it’s probably the best choice if you’re a solopreneur or small business on a tight budget. It’s also worth choosing if you want to build your entire website or popups and opt-ins or if you like working with a grid-based editor.

Instapage is a great choice for agencies and businesses that run large-scale PPC campaigns thanks to its team collaboration tools and ability to set up personalized post-click landing pages. It’s what we use for client landing pages.

It’s a lot pricier than Leadpages, but the extra cost could also be justified if you want to unlock advanced features like heat mapping and AdMaps, or if you prefer a free-form landing page editor. 

Both have platforms offer a trial. Try one or both out to find out if they’re truly for your business!

We hope this helped you find the right platform for your needs. Good luck!

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