While landing page builders can do a lot of work for you, you’ll still have to do some editing and content creation.

The biggest thing to take care of is your copy, which is simply the text the user will see on the page. You want to ensure it’s direct, to the point and has a strong call to action.

Besides that, while builders often come with libraries of web-safe images you can use to enhance the visual appeal of your page, you’ll likely also want to prepare other graphics or video, such as your company logo.

Here’s the most common objection to using landing page builders:

Why would I need a separate tool for building just one page of my site, when I already use something to build all the other pages? Why not just make a custom landing page instead of using a templated one?

While these points all have some degree of sense to them, there are several good reasons for using specialised landing page builders. Let’s go over them now.

Landing pages aren’t like the rest of your site

Every page on every website has some goal. Most of the pages on your company’s site will either try to inform the user about your company, let them do something (such as buy a product) or link them to other parts of the site. In practice, almost all pages do many of these things at once – they’re multipurpose and interconnected.

Landing pages are unique in that they’re meant to be separate and do precisely one thing: encourage the user to take some action.While you could create a landing page using the workflow you used for the rest of your site – making a new page in the WordPress dashboard, adding images and copy, so on and so forth – this likely wouldn’t get you the results you want.

Your standard page template, even if it works great on the rest of your site, likely wasn’t designed with maximising potential conversions in mind.

The templates offered by landing page builders are, and they come with designs and features created by experts with many years of experience in crafting strong landing pages.

Using landing page builders is cheaper than getting a custom design made

If you’ve seen the light and decided to not use one of your old templates for your landing pages, there’s still something else that can trip you up. When you realise you need a unique, one-off page, it’s tempting to simply hire a freelancer to make it for you.

The issue with this is that high-quality custom design isn’t cheap – and you don’t want to be skimping out on the design of your landing pages, as they’re often the first thing users are going to see of your site.

For reference, experienced designers can often charge anywhere in the ballpark of £200 per hour for their work. If you’re a small or medium-sized business, your budget very likely just can’t afford that kind of expense for a single marketing campaign.

Landing page builders bridge the gap between using past templates and an expensive,  fully-custom bespoke design. The templates they offer are created by highly experienced designers and can easily rival the work you’ll see on the sites of multinational corporations.

Without the need to hire outside labour to design, plan and implement your landing pages, you can easily save thousands of pounds per campaign. When a builder service costs less than £30 a month – as many of them do – it’s really a no-brainer to make the most of them for what you get back as return-on-investment.

Landing page builders are almost always faster

Another drawback to having custom landing pages made is that the quality they provide takes time. In contrast, landing page builders let you deploy stunning pages in under an hour, from preparation to design.

Rather than having to plan out the visual style and design you want for the page, which can often feel like stumbling around in the dark, you can instead simply pick one of several dozen premade styles that are guaranteed to look good on your site. And if one is close, but not perfect?

Then you can simply take five minutes to tweak the minor things you dislike, rather than throwing the baby out with the bathwater and coding a page from scratch.

They’re mobile-optimised

If you don’t want your website to feel like it’s come straight out of 1999, it needs to be responsive, i.e. it looks good no matter what device you view it on.

These days, a majority of people view websites on their phones and tablets, rather than desktop computers, and every site that wants to feel modern has to account for that. This is especially true for landing pages, where first impressions and design quality are paramount.

If you’re working by yourself, it’s often very tedious to constantly check whether any of your changes have broken how the site looks on one of the dozen devices you should be testing. If you use landing page builders, though, that’s all taken care of for you.

Every template offered by a landing page builder will have been tested on more devices than you can count, using advanced responsive web design techniques.