Really good landing pages are able to focus the attention of potential customers to such an extent that, ideally, they have no choice but to complete the desired conversion. This makes them one of the most important and powerful tools in online marketing. The difficulty, of course, lies not only in setting up such pages, but also in designing them in such a way that they achieve maximum impact. But what do I need for this and how can the components be best integrated? Do I simply use a WordPress plugin or does the data-driven HubSpot landing page builder perhaps make more sense? You will find the answers in this article.
What is a landing page?
A landing page (also known as a target page, campaign page, or conversion page) is a special website that has a single goal: to bring about a specific conversion, usually the purchase of a product or the submission of contact details (lead generation). Visitors usually arrive at landing pages via ads (digital advertising), email campaign links, or search engine rankings. Unlike normal subpages of a website, the landing page is not part of the navigation of the associated online presence.
Its content is (ideally) always based on the clear expectations of the target group in question. Those who click on it should get exactly what was previously announced or searched for. This means:
- The page directly addresses the search intention and the promise of the ad.
- All content contributes to a single action.
- The path to conversion remains short, understandable, and, in the best case, a logical conclusion.
The principle is simple: the user receives clear, highly relevant, and therefore compelling added value without distraction, resulting in increased focus. This chain of events significantly increases the company's chances of making a sale or generating qualified leads.
Creating landing pages with HubSpot and WordPress in comparison
Both systems allow you to create landing pages, but the way they do it is very different. WordPress takes a modular approach using plugins, while HubSpot integrates a landing page builder directly into its comprehensive marketing automation and CRM platform. Let's take a closer look at the specific strengths and weaknesses of each.
Creating landing pages with a WordPress plugin
WordPress was originally developed as a simple content management system (CMS) for blogs. Today, it can also be used to create extensive websites and landing pages. According to the Statista Research Department, it is now the clear global market leader with a market share of 63 percent.
WordPress plugins, i.e., programs that extend the basic functions of the CMS, play an important role here. Among other things, you can install special landing page builders that help you create excellent landing pages using drag-and-drop and other intuitive features.
The biggest advantages of WordPress for landing pages include:
- A huge selection of designs: Thousands of free and paid templates are available.
- Flexible design options: Content can be easily customized visually using HTML and CSS (or additional plugins).
- Low entry costs: The basic system and many plugins are free to use.
Nevertheless, in practice, a recurring pattern emerges that can cause various problems. Every feature that is important for good landing pages may, in the worst case, require its own plugin. Forms, tracking, A/B testing, or personalization must be integrated individually. This can make it very difficult to establish the connection between visitor data, forms, and marketing campaigns. WordPress also does not store customer information centrally. User interactions remain separate from marketing and sales processes. If you want to systematically develop leads, you need additional software and fine technical coordination. Last but not least, this creates a huge construct that is difficult to oversee and can even weaken the performance of the pages.
Use HubSpot Landing Page Designer
The HubSpot Landing Page Designer takes a fundamentally different approach—it is directly integrated into the marketing tools included in the free HubSpot CRM. Landing pages are therefore not created in isolation from important customer management processes or data, but as part of a coherent system.
Key features at a glance:
- Visual drag-and-drop editor with no programming knowledge required.
- Templates for specific use cases, such as lead magnets or event registrations.
- Modules for forms, images, and videos, ready to use.
- Conversion analytics and SEO tips within the interface.
- Central dashboard that makes all landing pages evaluable and comparable.
The dynamic forms are particularly relevant for conversion optimization. HubSpot recognizes known contacts and automatically adapts questions. No one has to enter the same information multiple times. Content can also be displayed according to location, device, or stage in the purchasing process.
The decisive advantage lies in the CRM integration, which allows every interaction to flow directly into customer management. Marketing, sales, and service all access the same database. It is precisely this connection that enables precise personalization without additional technical effort. Not to mention: the information is stored for German users in compliance with GDPR on servers in Frankfurt am Main.
Of course, this approach also presents certain challenges. Although the HubSpot landing page builder is basically intuitive, the entire system requires training. On the other hand, many tools that would have to be set up separately in WordPress and could cause difficulties are no longer necessary.
To use the landing page builder, you only need to register with HubSpot. You can flexibly activate advanced features via the Marketing Hub. The Professional package costs around $880 per month, while the Enterprise version costs $3,300.
The important interplay of data, content, and processes
Landing pages only achieve their full effect when content, data, and processes are neatly coordinated and interact optimally.
WordPress fulfills its role as a content management system very well. It allows you to publish content quickly, design pages flexibly, and document important data in a meaningful way via plugins or external integrations. However, as soon as landing pages are expected to deliver leads on a permanent basis and be systematically optimized, the complexity increases significantly. Forms, tracking, personalization, and evaluation are created via individual extensions that work independently of each other.
HubSpot, on the other hand, takes a more holistic approach by allowing the platform to integrate content directly with marketing, sales, and service data. This creates a consistent view of each contact. This connection has a greater impact on the quality of landing pages than any individual design element. This is because it allows content to be tailored precisely to the current context of the target group and even individual contacts – based on their previous behavior, interests, position in the buying process, and other conversion-critical characteristics. Optimization decisions are not based on assumptions, but on concrete usage and contact data from HubSpot CRM. This results in landing pages that not only look good, but also generate targeted relevance and thus enable higher conversion rates – all in a closed system.
HubSpot goes one step further. The platform combines SEO recommendations, performance analyses, and A/B testing in one place. In addition, the AI content assistant helps with the creation of texts, headlines, and even images. Content can be prepared for different channels without leaving the system.
Key success factors for a landing page
So how does all this work in practice? Regardless of whether you work with HubSpot or WordPress, truly successful landing pages usually follow identical principles. We'll now show you the key success factors that turn visitors into measurable conversions – and how you can easily implement them with HubSpot.
Clear focus on a single action
A successful landing page offers exactly one option. Any additional decision increases the bounce rate, which means that navigation options to other pages, further links, or competing messages are absolutely taboo. They would distract too much from the respective goal.
In HubSpot, this focus is technically supported by allowing landing pages to be published without main navigation. The editor guides you through the relevant modules. This automatically creates a page that is geared towards maximum conversion.
Strong message in the visible area
Visitors decide within a few seconds whether they will stay and ultimately take action or look elsewhere at your competitors. The title, key benefits, and call-to-action must be immediately recognizable. Everything relevant belongs in the visible area without scrolling (“above the fold”).
In the HubSpot Landing Page Designer, layouts can be structured specifically for these requirements. There are a lot of templates that are designed so that headings, short descriptions, and forms work together logically and promote conversion. Adjustments are made visually and without code. The AI Content Assistant provides the perfect input.
Effective forms with useful data fields
Forms are at the core of many landing pages—they are indispensable for lead generation in particular. Too many fields lower the conversion rate, and if there are too few, you will hardly get any usable information.
HubSpot helps you maintain the right balance by offering dynamic forms in which known contacts automatically see different questions than new visitors. The database grows step by step without overwhelming the user. In WordPress, this logic requires additional plugins and complex configuration.
Clear calls to action (CTAs)
A good landing page needs a call to action that must be eye-catching, logical, and clearly worded. Color, text, and placement directly influence the click-through rate. It is also important that the CTA matches the expectation that has been built up beforehand.
In HubSpot, you can manage your calls to action centrally and use them on multiple pages. Changes take effect immediately. In addition, variants can be tested to determine the most effective version based on data.
Trust through social proof
Testimonials, partner logos, or official certificates, known as social proof, significantly increase the credibility of your offers (even before Google). These elements play a particularly important role in decision-making and influencing, especially in the B2B sector.
HubSpot makes it possible to dynamically integrate such social proof content. Different references can be displayed depending on the target group or industry. This creates strong personalization and increased relevance.
Nothing works without mobile optimization
As Statista, among others, shows, more than 60 percent of global internet traffic today comes from mobile devices. Against this backdrop, landing pages must function optimally on small screens, i.e., above all, load quickly and be easy to use.
With HubSpot, this is practically guaranteed automatically. All landing pages are designed to be responsive. This means that their content automatically adapts to different devices without any additional work. Loading times benefit from integrated cloud hosting.
Ongoing optimization through data
A landing page is never finished. Conversion rates and bounce rates show whether and how well your page is performing. Developments in the market and in user expectations can mean that strategies that were successful yesterday have far less impact from one day to the next. You should therefore keep a constant eye on performance.
Even small changes to the title, images, or CTA can have measurable effects. HubSpot provides comprehensive analysis tools for recording and evaluating data. Conversion analytics, traffic data, and A/B testing are directly integrated. For example, two versions of a landing page can be tested against each other over a certain period of time, with the system automatically evaluating the results. WordPress requires external tools for this.
The most important differences between HubSpot landing pages and WordPress plugins
Conclusion
With WordPress, you can create landing pages—no question about it. Design, content, and forms can be implemented with the right plugins, just as with HubSpot. However, the path to optimal results is more complex. It may actually be the case that each function requires another tool—and thus entails additional coordination and more maintenance. Especially if your landing pages are not only meant to look attractive but also to deliver measurable leads in the long term, the technical complexity of WordPress increases rapidly.
The HubSpot platform, on the other hand, connects landing pages directly with CRM, analytics, and marketing. Important data is not generated in isolation but flows together centrally and can be processed immediately in lead management, customer service automation, or other landing pages. This is exactly what makes personalization, optimization, and scaling so much easier. For smaller use cases, the landing page designer even works for free. As your needs grow, you can gradually expand the features without changing systems.
FAQ
Can you create landing pages with HubSpot?
Yes, the HubSpot platform integrates a special landing page builder that allows you to create landing pages without any programming knowledge. At its core is a simple drag-and-drop editor that combines templates, forms, calls-to-action, and analytics features. Content can be personalized, and contacts are stored and evaluated directly in HubSpot CRM. Progressive forms, SEO tips, and conversion analytics are part of the system.
Which is the best landing page builder?
That depends on the goal. For simple pages with low data requirements, WordPress plugins are sometimes sufficient. However, those who use landing pages as an integral part of marketing and lead generation will benefit from HubSpot. The close connection between content, CRM, and analytics makes optimization easier and more measurable.
How much does the HubSpot landing page designer cost?
The landing page designer can be used free of charge after registration. Advanced features are available via the Marketing Hub. The Professional package costs approximately $1,000 per month, and the Enterprise version is available from $3,900. Hosting, security systems, maintenance, and analytics features are included, and you don't need any additional plugins.
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Jens ist Mitgründer von bakedwith, einer Boutique-Beratung für smarte Automatisierung und KI. Er unterstützt mittelständische Unternehmen und Konzerne dabei, Prozesse zu optimieren, manuelle Arbeit zu reduzieren und durch effiziente Workflows Wachstum zu erzielen. Zuvor war Jens Growth Lead bei OMR und begleitete als Freelancer zahlreiche Unternehmen bei der Optimierung ihrer CRM- und Automationssysteme. Seine Leidenschaft gilt der Verbindung von Wachstum und Effizienz – damit Teams sich auf das Wesentliche konzentrieren können.
