Instapage – Is It The Best Landing Page Builder?

Instapage – Is It The Best Landing Page Builder?

If you want to create more leads to increase your sales, then you will agree that a landing page is very critical. Creating an effective landing page is the first step in driving people to your product and creating more sales. Five years ago, you might have to pay a designer plenty of money and interact with them to get what you want. 

However, with the introduction of services like Instapage, you can set up your landing page yourself without any programming or developer experience. This state of the art landing page builder is becoming more popular today and is now on par with the industry leader Click Funnels. In this Instapage review, we will consider the features, benefits, pros and cons of this service. 

By covering the main features, along with a look at what it’s like to use Instapage, this review will help you to decide if this is the best landing page builder for your project.

Let’s start off with the basics…

What is Instapage?

Instapage is a cloud-hosted program that comes with almost everything that you require to create and publish your very own landing pages.

Thankfully, coding experience or design skills is not a requirement, because the features of Instapage really do simplify the process of creating effective landing pages — regardless of what you’re trying to promote. Features such as the heatmap, analytics and split-testing tools let you use visitor data to improve your landing page designs to make them more effective.

Key Features About Instapage

200+ customizable templates

With over 200+ templates available to you at a few clicks from your mouse, you can easily choose the design you require and save quite a bit of time.  Alternatively, if you prefer to create from scratch you also have the ability to do so.


  • Widgets Galore
    Many elements such as buttons, timers, videos, images can be easily added to your landing page.


  • Stock Images
    Instapage includes 1000’s of stock images that you can use the spruce up your project.


  • Details Reports and Analytics
    Your landing page can easily integrate with Google Analytics, and you can also decide which landing page performs better using A/B testing tools built within Instapages.


  • Instablocks
    You can create custom templates to use for future projects using Instablocks.


  • API Integrations
    Other online marketing tools such as WordPress, mailchimp, GetResponse, and many more can be easily integrated.

We’ve highlighted some of the key features of Instapage, but if this sounds like something that will help your workflow, you can start a 14 day trial by clicking on the button below.

Instapage's Built In Templates

We’ve reviewed the many templates within the Instapage portal and found that many of them are quite similar.  Their website claims there  are approx 200 available, but with the similarity of many of the templates, the more accurate number is around 80+ templates.

Our findings also noticed that some of the templates are not full landing pages but only “thank you” or “Confirmation” pages.  

None the less, you still have a significant amount of high quality and clean landing pages to choose from.


Instapages template selection includes topics such as event registration, sign up forms, product sales, demo requests, and enrollment applications to name a few.  For some these might be exactly what you need right out of the box, but one of the major key features with Instapages is the Drag-And-Drop Editor.

Drag-And-Drop Landing Page Editor

Customizing your landing page is a must and every brand has their own style.  Instapage allows you to easily Drag and Drop elements and it gives you the freedom to build the landing page you want. 

In addition, unlike the most advanced WordPress page builders, the Instapage page builder allows you to position your elements anywhere on the page — even on top of each other.

It can be frustrating and overwhelming to be constraint to not be able to put elements where you want. So, to help to resolve this, Instapage displays markers and grids as you move items around the page, thus giving you an ways to line up your page elements if you want to.

A really nice feature of the page builder is that as you move an item around the distance between that item and the other page content is displayed, giving perfectionists an easy way to position their page elements. As you move items around the page in the drag-and-drop interface, they’re gently snapped to the underlying grid layout.  It’s just that easy.

With that said, it’s nice to have some guidance when it comes to arranging the page elements, but using the grid isn’t a requirement.

You can also preview your landing page at any point in a new browser tab by clicking on the preview button to see your live updates. However, the page builder has a WYSIWYG interface, so you won’t have to preview your design often, as when it’s published, it should look exactly how it does in the editor.  Other programs may look different from editing to live.

Customization Options

Through the Instapage page builder interface, the elements that make up your pages can be easily customized. Selecting an item on the page displays a few settings related to the element, along with an edit button.

After clicking on the edit button reveals the properties of the item in the side panel.  From there, you can make a range of changes beyond what’s available on the floating toolbar.  Be sure to check every option as there may be options that will enhance your experience.

You can add custom CSS to the page elements to control their appearance further if you have more precise specifications for your landing page design, . Custom JavaScript can also be added to add extra functionality to your landing pages. 


Instapage has a great timesaving feature that you may appreciate if you’re going to be creating multiple landing pages, either for yourself or your clients. 

That feature is called Instablocks.  it enables you to build a library of reusable assets or blocks, that you can insert into any of your landing pages as you see fit.


As an example, you could create a custom testimonials block that contains positive feedback from your customers.  Then save it as an Instablock. 

You can quickly insert that Instablock into the page whenever you’re creating a landing page that needs to include testimonials.

Furthermore, Instapage comes with a varied selection of Instablock templates for you to use as starting points for your own assets.  Other uses for Instablocks could include making page headers, footers, calls-to-action and anything else you can create with Instapage that you may want to use on multiple pages. 

In summary, if you’re wondering if it’s possible to update an Instablock in the library, and then see those changes automatically applied to every instance of that block in your published pages, the answer is yes — this can be done. 

However, you’ll need to upgrade to the more expensive Enterprise license of Instapage to access the Global Blocks functionality.

Landing Page Widgets

Widgets make designing easier.  You can quickly insert a range of elements into your landing page designs by using the Instapage widgets. Simply click on one of the widget icons on the sidebar menu of the Instapage editor, and it dropped onto the canvas.  That’s it.

You can move it around the page and start editing its appearance and content, and you can also set the action associated with a widget, such as setting what happens when someone clicks on a button.

While there are some useful options, the widget selection is probably the weakest aspect of Instapage, especially compared with WordPress page builders such as Divi Builder and Elementor.  However, some of the widgets you can add to your landing pages with Instapage include:

  • Headlines
  • Timers
  • Images
  • Videos
  • HTML widgets
  • Buttons
  • Vertical and Horizontal lines
  • Boxes
  • Circles
  • Paragraphs
  • Forms

You can create your own pricing tables or testimonial panels by combining the text, image and headlines widgets, for example. 

Still, it’s not as convenient as being able to add a ready-made purpose-built widget to your page. To save you time, there are some pre-built pricing tables and other elements in the page templates, but adding them to your pages isn’t as straightforward as having access to ready-made widgets that you can drag and drop onto your pages.

Thankfully, the Instablock feature mentioned earlier does give you a way to create an element, such as a pricing table or call-to-action, then save it for reuse on any page when needed.

Mobile-Friendly Page Designs

All landing pages created by Instapage are mobile-friendly by default. You can switch to the mobile view of a page you’re working on in the editor, and then make modifications that only mobile users will see.

If the idea of displaying slightly different versions of your landing pages depending on whether your visitors are using a smartphone or a desktop device sounds appealing, However, Instapage does include this functionality. You can’t quite create two totally different versions of a page. Instead, you’re just able to hide elements you don’t want showing to mobile users.

The Instapage page builder is very impressive. Not only is the interface easy to use, but it gives you lots of freedom when it comes to positioning items, while also providing helpful assistance if you want to align your page elements precisely. 

The lack of pre-built elements or widgets is disappointing, but you can create most items yourself and then save them for reuse.

Instapage Integration Options

Your Instapage landing pages can be integrated with a wide range of third-party solutions, including email marketing services such as AWeber, webinar providers, and analytics tools. If you are promoting products or subscriptions with Instapage, you can connect your newly created landing pages to a Woocommerce or Shopify e-commerce store, or PayPal to collect payments online.

For instance, you can also integrate Instapage with Zapier to connect your landing pages with even more apps and services. This is handy if the default Instapage builder doesn’t support what you need.  If you want to connect your landing pages to a particular service, it’s well worth checking out the integration documentation to see if it’s possible with Instapage. 

Tracking, Testing and Reporting

Above all, you can start monitoring how it’s performing once you’ve published a landing page. One option is to use the built-in heatmap tool to see what your visitors have been doing while viewing your pages, and you can see where they’ve been clicking or how far they’ve been scrolling. This is ideal to see if there’s somewhere on your page that is turning off your potential customers.

If your landing page isn’t generating as many leads as you’d hoped for, the heatmap could reveal any potential issues, such as buttons that your visitors aren’t recognizing, or dead spots where you have put key information. These are buttons or forms that are too far down the page, beyond where most of your audience is scrolling to.

You can also see the conversion rates of your pages and other analytics data to help you to monitor their effectiveness in addition to the heatmaps, . Another key integration is Google Analytics which is an industry standard to have.

AB Testing is also a must and can be done through Instapage. Through the controls you can create a copy of a landing page, then make changes to the new version of the page, such as changing the call to action. Instapage will then show the different versions of your page to your visitors to see which one performs the best, and from the detailed report you can tell which is performing better. 

Instapage Pricing Options

By now, you should have a good idea whether or not Instapage is right for you. If you’re still not sure, you can try it for free for 14 days using the trial offer. 

As a result, you’ll need to enter your payment details to access the trial, so you can be automatically billed once it’s over, but, if you’re not happy, cancelling is straightforward.

After that, if you are happy with the trial there are two options for signup up to Instapage.

One option is the Instapage Business plan, which costs $199 a month, or the equivalent of $149 a month if you choose to pay annually. Paying annually requires an upfront payment of $1,788 but does represent a 25 percent saving, compared with paying monthly.

Instapage Pros

  • A good range of professional-looking landing page templates.
  • Good mobile support to help you to design mobile-friendly landing pages.
  • Enough landing page publishing options.
  • Lots of helpful online documentation and a responsive live chat support channel.
  • Lots of reporting data and tools to help you to optimize your pages.
  • Features that make Instapage good for collaborating with team members and clients.
  • The ability to deliver files and sell items via your landing pages.
  • An advanced landing page builder that’s easy to use.


  • High pricing makes it unsuitable for casual website owners.
  • Business plan limited to 30,000 unique visitors per month, 30 published landing page experiences, five workspaces and five team members. Allowances on Enterprise plan can be customized.
  • Slightly limited e-commerce options compared with other tools, such as Leadpages.

Our Final Verdict

In Conclusion, Instapage is a powerful tool that is still easy to use and accessible to beginners, and we loved how free-form the Builder is. You really do have the power to put things where you want. It’s simple to use the landing pages that you create, no matter what type of website you’re running.

The WordPress integration has been well implemented. With that said, if you want to publish landing pages on your WordPress website, it’s very straightforward with Instapage and its free plugin. But, it’s just as easy to publish landing pages on your own domains if you don’t want to publish them on your WordPress website. To keep things simple, Instapage takes care of all of the hosting for you.

It’s definitely not the cheapest tool. However, if you feel like you’re ready for one of the best landing page builders around, then Instapage should definitely be on your shortlist. 

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