CRM and marketing automation companies are always looking for ways to increase Customer Lifetime Value (CLV), and one effective way to do that is to offer customers a powerful, intuitive landing page builder. After all, if you can meet all their marketing needs, they’ll have no reason to turn to your competitors. 

Of course, creating a landing page builder from the ground up is no simple undertaking, and jumping in without proper planning could amount to an expensive mistake. Here’s what the roadmap to a fully functioning, highly usable landing page builder looks like. 

But, first things first…

Before we begin: why should you listen to me?

My name is Kavin Patel, CEO and co-founder of Convrrt. You may not have heard of us, but there’s an excellent chance you’ve used our product if you’ve tried out a popular landing page builder on a popular marketing platform. 

Convert built the white label landing page builder used by Keap (formerly Infusionsoft), SharpSpring, Sendinblue, and many other well-known platforms. In other words, if you sign up with any of our partners’ services and use their builder to create a landing page, you’re using Convrrt’s product (with their branding). 

Over the years, we’ve conducted market research with the help of those partners to turn our original MVP into a landing page builder that end-users love. So yes, we know a thing or two about creating a landing page builder. 

Now, if you’re serious about offering a landing page builder to your customers, it’s essential to understand all the ingredients of a good builder. Otherwise, you may end up with a runaway budget and an inferior product that ultimately damages your brand. 

With that in mind, here are the must-haves for any landing page builder.

8 Key elements of a good landing page builder

Quality templates: Stop to consider the many different types of businesses your clients run, along with the many different types of landing pages they might want to design. If you don’t give them a wide range of options for templates, they’ll go somewhere else to build their landing pages. And if another CRM or marketing automation company does it better? They’ll defect.

Sales funnel capabilities:  Businesses large and small are doing their best to hack buyer psychology and build funnels that convert prospects, so sales funnel capabilities are a must.

Intuitive forms: Forms are essential to gathering leads. If you don’t include a flexible, intuitive form builder, your customers will be frustrated. 

Powerful theming: Enabling a range of custom fonts, the ability to swap images into templates, and the flexibility to expand on design templates are essential for any landing page builder that hopes to stand out in the marketplace. 

Mobile optimization: Mobile traffic accounts for just over half of all global traffic on the internet, so if your landing page builder does not optimize for mobile viewing, your customers will end up frustrated.

Ability to auto-populate landing pages: Your customers will find page building much easier or more efficient if they can auto-populate their landing pages with information listed on excel documents or by submitting data through a webhook and an API.

Custom domains: You simply have to allow your customers to use a custom domain. There’s no way around it. 

Simple, intuitive design tools: This is easily the most challenging component of a good landing page builder because, until you conduct User Experience (UX) research, you’re really just taking a guess at what will work. 

After all, what seems intuitive to designers and developers (who live and breathe your product) isn’t always intuitive to the customer. It can take years to refine a product based on feedback, but doing so will separate you from your competitors.

Real talk: Is it worth it to create a landing page builder?

Obviously, we’re partial to top-of-the-funnel marketing tools, but the numbers don’t lie. We’ve seen how adding a landing page builder can radically boost business and reduce churn for CRM and marketing automation software companies. 

That said, the cost of building your own platform can be difficult to pin down, and it can take four or more years before you’ve got a product that begins to stand out in the marketplace. You’ve got to hire backend developers, UI developers, and good UX people. Then you’ve got to release an MVP and conduct market research, improving your barebones product until you’ve got a truly impressive builder.

It can be done, but there are a lot of unknowns. Fortunately, there’s another option. 

The Alternative: Use a White Label Landing Page Builder

You can add your own branding to a white label landing page builder that’s already gone through the growing pains that SaaS products experience. 

Convrrt has been powering some of the biggest names in CRM and marketing automation software for over 7 years, and they trust us to refine our builder’s usability by continually adding powerful features and integrations.

Adding a white label landing page builder to your offerings can get you up and running quickly, saving you time and money and allowing you to focus your development resources where it’s needed most.

Curious to see what Convrrt can do for you? Contact us today to learn more.

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