How much does a landing page cost: landing page design prices in 2024
Landing pages are some of the most useful tools available to marketers everywhere.
They’re a great way to get what you have to offer in front of your audience—and then get them to convert.
“That’s all well and good,” we hear you saying (typing?), “but I’m on a budget. What does a landing page cost?”
Great question!
The short answer is it depends on the landing page. In this post, explore:
- How much it costs to design a landing page
- The factors that contribute to landing page prices
- A breakdown of the different ways you can build a landing page
- Insights for keeping costs low
- Tips for building your landing pages
Let’s dig in!
TABLE OF CONTENTS
How much does it cost to design a landing page?
The cost of building landing pages will depend on the approach you take.
If you take the DIY approach and use landing page builders like Unbounce, the price can range from $40-$200 per month. Depending on the features and scale you need, the price can increase as well.
If you work with specialist freelancers and manage the process on your own, you can expect to pay anywhere from $50 to $1,000 per landing page. Some freelancers will also charge hourly depending on the scope of work.
If you work with a landing page agency that manages and executes the work in full, the cost per landing page can fall in the $500-$3000 range. Again, plenty of variables that can lead to these numbers increasing as well.
The exact price no matter the route you take will vary based on your level of experience and the route you take to build your landing page.
Basically, if you already have the tools and experience at your disposal, then you can easily spin up a landing page at little-to-no cost.But if you’re just starting out with landing page design, or you’re looking to outsource creation or get a helping hand, then the price will increase accordingly.
What are the main factors influencing landing page design prices?
Landing page prices are influenced by a number of factors that contribute to the total cost.
The fact of the matter is there is no single formula to calculate the exact price of a landing page—it really depends on what you want to accomplish, what sort of functionality you need, and how complex the design elements are.
But with that said, a general rule of thumb to follow is the more complex the page, the bigger the price tag.
Let’s take a closer look at some of the main factors that influence the price of a landing page design.
1. Complexity of design
The more intricate and complex the design elements of your landing page, the greater the price.
That’s because unique page structures take more time. If you need any truly custom elements, those will need to be carefully developed if you can’t find any off-the-shelf solutions.
And consider also that increasingly complex visual elements take time to implement. They look great, but the more you load into your page’s design, the longer it’ll take—and the more they’ll cost.
2. Number of pages and sections
The total number of pages (and the size of each) is another major contributing factor. Building multiple custom pages, each from the ground up, takes more time and effort, and pricing will reflect that.
That said, if you can reuse elements from page to page, great! You’ll be able to see some cost savings there.
3. Custom graphics and multimedia
Custom graphics and multimedia are time-consuming to make, and getting them to work and play nice with your web development efforts takes additional effort.
Image courtesy Zola.
All those cool visual elements—animation, unique images, snazzy layouts, and video—are labor-intensive. That means they’re going to have an impact on your total cost.
4. Integration with other tools and platforms
There’s almost always a bit of technical work involved with getting your landing pages set up with your customer management systems (CMS) and the marketing tools you use to track and measure overall effectiveness.
As always, as you increase functionality and complexity, the price will likely increase, too. In other words, if you need specific integrations, you may need to pay a bit more for them, depending on how you’re building things.
5. SEO and analytics setup
Search engine optimization (SEO) strategies are all about boosting a page’s visibility in a search engine. SEO processes are time-consuming, requiring careful keyword research and technical updates coupled with the creation of unique, search-focused content.
Basically, everything needs to work together smoothly to boost page visibility.
That also means getting analytics tools set up in the background—in most cases, this is a pretty standard integration, but working with SEO consultants and experts may mean using their tools.
And while SEO is a relatively low-cost marketing strategy, if you’re hiring consultants or agencies to handle those tasks, they come with a price tag.
6. Testing
Testing can impact the price of your landing pages—but we don’t mean quality assurance tests (not that those aren’t important).
No, it’s conversion rate testing and optimization that can really affect the total cost of your landing pages.
We’ve explored tons of stuff around conversion rate optimization (CRO) to help you get the most out of your landing pages, but it’s important to note that running tests means keeping your pages up so you can gather data.
That takes time and effort, whether you’re doing it yourself or working with specialists, and as such will affect pricing.
7. Hosting and domain
Hosting and domain costs are probably the most apparent and obvious expense involved with any webpage. Basically, you need to rent out the digital real estate for where your page will live, and you need to pay for a unique URL.
While domain and URL costs will vary depending on how in-demand the terms you’re using are, hosting is a bit more consistent—and if you’re using Unbounce’s landing page tools, you get free hosting no matter what plan you choose.
Your landing page needs to live somewhere, and having a dedicated, unique URL is one way to ensure visibility and make sure customers don’t forget your offer.
8. Maintenance
Maintenance is a catchall category for everything from updates to your page to quick fixes for minor technical hiccups.
In other words, maintenance costs will depend on what issues arise and how hard they are to address. Depending on who’s building your landing page, though, you may get the benefit of ongoing support baked into your base price.
9. Content creation
Content creation plays a crucial role in the overall cost of your landing page. The quality and quantity of content—like copy, images, and videos—directly influence the time and effort required to craft a compelling narrative.
The cost of content creation can significantly impact the overall price of a landing page. For example, if you need extensive and specialized technical copywriting, expect to pay more than you would for basic, straightforward content.
Complex content, like detailed product descriptions or industry-specific articles, takes more time and expertise to produce. On top of the copy, incorporating high-quality images or videos can increase costs as well—especially if custom graphics or professional production are involved. The more elaborate and unique your content needs are, the higher the price tag will be due to the additional time and resources required. However, with landing page tools like Unbounce you can get free AI copywriting capabilities included in your plan.
10. Localization
Localization can add another layer of complexity—and cost—to your landing page.
Adapting your content for different languages and regions isn’t just about translation; it often requires cultural adjustments and redesigns to fit local preferences. This means hiring skilled translators and possibly working with local consultants, which can drive up costs. In some cases, you’ll also need to create unique, individual landing pages for each region you’re targeting, which can add complexity and volume.
In simple terms, the more comprehensive your localization needs, the higher the associated costs will be.
Landing page costs by type
Now that you have a better sense of some of the factors that contribute to the total price of a landing page, let’s break down the cost, pros, and cons of some of the most common ways you can go about building a landing page.
Option 1: DIY landing page builder
Also called no-code landing page builders, a DIY landing page builder is a tool that makes it easy to quickly put together effective, full-featured landing pages. These tools are full-featured and flexible, letting you tailor your landing pages to the campaign you’re looking to run quickly and effectively.
We just so happen to know a pretty great option for you on the no-code landing page builder front as well. The Unbounce builder lets you build unlimited pages with a drag-and-drop builder, A/B test any element you can think of, and more.
Average cost of a DIY landing page builder
Pricing will vary based on the platform and tier of your plan. You can expect to pay around $75-$100/month for the essentials. With Unbounce, for example, current pricing starts at $74/mo for unlimited landing pages.
These builders may also have tiers based on your team size or the volume of traffic you deal with. The cost of these builders is often discounted when purchased annually, letting you save more money in the long run—and what’s more, most feature a two-week free trial to get users familiar with their features and functionality.
Pros of using a DIY landing page builder
There are several advantages to using a DIY landing page builder:
- They’re easy to set up: DIY builders are designed to integrate quickly with your other tools and workflows. Plus, you can save time by not having to source professional designers and developers to do the work.
- They provide rapid landing page development: Because you’re not coding and get to use drag-and-drop functionality, you can get a page up and running quickly.
- You can leverage existing templates: Most DIY landing page builders let you use convenient templates to speed up design even more—a great option if you’re not comfortable with graphic design or web development.
- They’re designed to be easy to use: Anyone can use one of these builders because of how they’ve been designed.
- They’re very cost effective: On average, most DIY builder pricing plans are in the $40-$200/month, using these tools won’t break the bank, and you’re never locked in to a costly contract.
Cons of using a DIY landing page builder
For all their benefits, there are some specific disadvantages to using a DIY landing page builder:
- Not all builders are made equal: Not every DIY landing page builder will offer the same functionality, and access to certain features sometimes requires higher tier plans. For example, some only offer hosting as a paid add-on.
- Learning curve: Not every landing page builder emphasizes ease-of-use, which can make it harder to build and customize the landing pages you need.
Option 2: Freelancer
Hiring freelance web designers and developers is another great way to get a helping hand for building the landing pages you need. Freelancers are often independent contractors you employ on an as-needed basis for specific projects, letting you access highly specialized skill sets without needing to expand your internal team.
Average cost of a freelancer
Freelance rates is a huge topic on its own, but according to Fiverr, you can expect to pay anywhere from $50 to $1,000 per landing page, depending on the page’s complexity, your timeline, and what you’re hoping to accomplish.
However, some freelancers charge an hourly rate. The average hourly rate for a freelance web developer is between $61 and $80. Platforms like Upwork or Fiverr are great spots to find talented freelancers.
Pros of using a freelancer for landing pages
There are numerous pros to going down the freelance route for building your landing pages:
- They’re cost-effective: Freelancers are much cheaper than working with a full agency.
- They’re easy to work with: Because you only have one point of contact, you can streamline communication.
- They work fast: Most freelancers typically have several clients they work with at any given time, so they work hard to get the job done as efficiently as possible.
Cons of using a freelancer for landing pages
As great as working with freelancers can be, there are some potential downsides:
- Good freelancers can be hard to find: The best talent gets snatched up quickly, and finding people you want to work with can be a challenge, even with helpful networks.
- They’re not full-time employees: Freelancers work their own hours, and while they’ll respect your deadlines, they’re not always readily available.
- They’re not on contract: Unless you sign a contract with a freelancer, they’re free to offer their services to anyone—which means they may not always be available for your projects.
Option 3: Professional web design agency
Working with a professional design agency or marketing agency is another option for building great landing pages. Choosing an agency basically gives you access to a team of dedicated and experienced professionals who understand the ins and outs of making killer landing pages.
Average cost of a web design agency
Hiring an agency to build your landing pages is definitely on the higher end of the pricing spectrum. These companies charge anywhere from $500 to $3,000 for a single landing page, depending on what you need. Some agencies take more of a boutique approach, and their prices reflect this—a single landing page from a highly experienced agency could cost as much as $5,000.
Pros of using a web design agency for landing pages
There are several advantages of using a web design agency to build your landing pages:
- Agencies handle everything: Web design agencies basically take your instructions and do all the work for you, from research to design to launch and analytics.
- They’re collaborative: Agencies work carefully to figure out what you need and check in at key stages to make sure everything is up to your standards.
- Web design agencies make high-quality landing pages: Because they’ve got a fully equipped team on hand, the finished product is extremely high quality.
- They’re conversion-focused: You’re essentially hiring a marketing team when you pick an agency, which means they’re going to optimize for conversions from the get-go and make recommendations to help you achieve your goals.
Cons of using a web design agency for landing pages
On the other hand, there are some potential disadvantages to going with a web design agency:
- They’re the most expensive option: Short of building an internal team, agencies are usually the most expensive option for landing page projects. Yes, they will save you time and create a high-quality finished product, but that is reflected in the price.
- Agencies take their time: Agencies follow their processes to make sure they’re delivering high-quality products—and as such, they’re going to take their time to get it right. That doesn’t mean they won’t hit deadlines, but that they might not be your best bet if you’re in a rush.
Tips for reducing landing page costs
Now that you have a better sense of the price of making an awesome landing page, you might be experiencing a bit of sticker shock.
You might be asking yourself, “Do I really have to shell out that much cash for a landing page?”
We’ve got good news for you:
Nope! You don’t need to spend a ton to make a good landing page.
We shared this information with you so you can make informed decisions about the pages you want to build, all without breaking the bank.
Still, we’re not telling you to go with the cheapest option possible—you get what you pay for, after all, and a poorly designed landing page with your branding all over it could do more harm than good, even if you saved a few bucks.
The truth is that you don’t need to shell out tons of cash to get the job done. There are plenty of things you can do to reduce landing page costs—and best of all, they’re all incredibly easy to dig into.
1. Leveraging templates and pre-designed themes
Landing page templates and pre-designed themes and assets are some of the best ways to not only speed up development times but also to find some cost savings.
Basically, these templates exist to give you a jumping-off point for your own designs, letting you adapt and tweak elements as needed. Alternatively, you can use them with minimal changes and load in your content and imagery.
Whether you use them for inspiration and make extensive changes or not, though, these templates and pre-made themes and assets are an incredible resource (and are often available for little to no cost).
2. Outsourcing to cost-effective designers
We’ve already covered some of your outsourcing options above, but it bears repeating: If you’re looking for a low-cost way to get landing pages built and running fast, working with trusted freelance designers is a great way to keep your expenses low without sacrificing quality.
Freelancers usually have extremely affordable rates, which makes them a great option for businesses looking to amp up their landing page game. Of course, the challenge here is in finding the right freelancers. If you’re not sure where to start, here are a few tips to help you find great freelance designers:
- Reach out to your network to see if anyone can recommend a great designer.
- Search for top-rated freelancers on networks like Fiverr and Upwork.
- Reach out to designers whose work you like to see if they’re interested in freelance work.
- Post a listing on a job board (just make sure you’re communicating this is freelance work).
We also have a landing page-focused job board in the Unbounce community that you can use to find designers, strategists, copywriters, and more that specialize in working directly within the Unbounce platform.
3. Using DIY landing page builders
If you’re looking to build your own skill set, you really can’t go wrong with a DIY landing page builder. These tools are incredibly robust and offer a ton of flexibility, not to mention the materials you need to learn how to make an exceptional landing page.
Worried about pricing? Don’t be—these tools come with lengthy free trials, so you can always get started at no extra cost. Even when you do have to pay,, the prices are affordable and you’re not locked in beyond a month-to-month plan.
What is the ROI of a good landing page?
Determining the ROI of a good landing page takes some careful thought, but generally, you want to focus on whether or not it’s converting.
But that’s not the only factor you should be looking at.
Alongside your conversion rate, you need to look at your acquisition costs—basically, every dollar you spend on marketing activities to generate business through your landing page—and the revenue they generate.
Your ROI boils down to some pretty basic numbers: are your pages bringing in more money than they cost to run? If so, you’re getting a decent return on your investment—but there’s always room for improvement.
Why you should invest in good design
Investing in good landing page design is a must-have for businesses looking to make an impact in their marketing efforts.
Remember, these pages are incredibly powerful and flexible tools to help you build your brand and get your offer in front of those people most likely to convert. Don’t settle for less, because it could have a negative effect on your conversion rate.
Which brings us to…
Image courtesy Unbounce.
How a good landing page can increase conversions and sales
Let’s run a hypothetical scenario here.
Imagine you’ve got a landing page set up along with a pay-per-click campaign. You’re putting $10,000 a month into this campaign at a $5 cost per click. That breaks down to 2,000 clicks for every month your campaign runs.
Now let’s imagine this translates to a conversion rate of 2%, which you know isn’t bad, but there’s room for improvement—the average across all industries is 4.3%, after all.
When we run the numbers, 2,000 clicks per month nets out to 40 leads per month and cost per lead of $250.
But we know that your conversion rate is a bit below the average of 4.3%. What if you could get your conversion rate up to that, or higher?
Let’s run the numbers again, but with a 5% conversion rate.
2,000 clicks per month becomes 100 leads per month, and a cost per lead of $100.
You’ve reduced your marketing expenses on your landing page by over half, and all you had to do was increase the conversion rate. You’re spending the same money, but you’re getting much better results.
This is all to illustrate just how beneficial a conversion-focused landing page can be for your business and your bank account.
Real-world examples of successful landing pages
Need a bit more inspiration? We’ve got you covered. Here are a few killer examples of awesome landing pages.
1. Going
Travel booking company Going used their landing pages to fine-tune their offer and saw a 104% increase in conversion rates month-over-month.
2. CD Baby
Music distribution company CD Baby made this landing page and achieved steady conversion rates of 37.17%
3. Procurify
SaaS company Procurify built targeted landing pages that decreased acquisition costs by 75% and boosted conversion rates dramatically.
Recommended reading: 40 best landing page examples of 2024 (for your swipe file)
Choosing the right landing page for your budget
Okay, we’re in the home stretch.
If you’re still trying to figure out what option you should go with to build your landing pages, we’ve got you covered.
You should build with a DIY landing page builder if:
- You like the DIY aspect and want greater control over your pages.
- You don’t want to work with third parties.
- You want total control over the finished product.
- You want to keep landing page creation entirely in-house.
- You’re looking to save money.
- You want to be able to tackle any project with confidence.
- You like experimenting and learning about new marketing techniques.
You should work with a freelance web designer if:
- You really don’t want to stress about building pages.
- You’re in a rush and want your pages built fast.
- You trust working with third parties.
- You’ve got the resources to work with a freelancer.
You should work with a design agency if:
- You have the resources to work with an agency.
- You’re not in a rush.
- You don’t want to create your own pages.
- You trust working with third-party experts.
- You’re happy to communicate your needs to the project manager.
Questions to ask potential providers
No matter what option you choose, here are a few questions you can ask potential providers to make sure it’s the right fit for your needs.
“What’s your core specialty?”
This is a great way to make sure your provider aligns with your chosen industry. What works for one vertical may not work for yours—dentists have very different needs than retailers, after all, and making sure your provider understands your industry is critical.
“Do you provide hosting services?”
Hosting your page can get expensive fast. While a freelancer won’t be offering any hosting services, some agencies do, while several DIY landing page builders have this feature baked in from the get-go.
“What’s your testing and optimization process look like?”
Once your landing page is live, the journey has really just begun. Continuous CRO is vital to your ongoing success, and making sure your provider will support these efforts is crucial.
“How hard is it to make changes once my page is live?”
If you need to make any changes, you want to make sure they happen fast. This is easy with a DIY builder, and should be easy with anything a freelancer has handed off to you, but agencies may want to keep edits and tweaks in their court. If that’s the case, make sure they’re prompt and can action your edits ASAP.
“Will this be a custom design or is it based on a template?”
There’s absolutely nothing wrong with using templates—obviously we love templates!—but if you’re paying for something custom, you want to make sure you’re getting something custom.
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How Unbounce can help
We’ve covered a ton of stuff in this article:
- What landing pages cost in 2024
- Contributing factors
- Options for building your own landing pages
- Tips for keeping the cost down
If there’s one thing we want to leave you with, though, it’s this:
It’s never been easier or cheaper to start building your own landing pages.
Unbounce has the tools, templates, and tips you need to become a landing page pro in no time. When you sign up for Unbounce, you’ll be able to:
- Build custom landing pages faster with a drag-and-drop builder.
- Automatically send visitors to the right page with AI.
- Start from proven, high-converting templates.
- A/B test every element on your pages.
- Generate landing page copy with AI.
Get started with a 14-day free trial today.