Buying guide, Software

What to ask before buying a landing page builder

Traffic-based pricing, test features and the export question most buyers skip.

By Thea Varga, research directorLast updated November 20265 min read

The checklist

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1. What is the price at your actual monthly visitor count?Traffic tiers are the real pricing axis. A campaign spike moves you up a tier mid month.2. Is A/B testing in the plan you would actually buy?Testing is the reason to buy a builder, and it is usually two tiers up.3. Can you export a page as static HTML?Without export, every page you build is a page you rent.4. Where do form submissions land without a paid integration?Some builders hold submissions hostage behind a Zapier-class connector.5. What is the load time on a mid-range phone?Builder output is often three times heavier than a hand-built page. Ask for a real measurement.6. Are custom domains and SSL included?Both should be included at every paid tier. Some vendors still charge per domain.7. Is there a cap on published pages?Page caps turn a cheap plan into a mid plan after one campaign season.8. Who owns the template after cancellation?Templates built in a proprietary editor rarely leave with you.

What good looks like

Under $90 a month at 50,000 visits
Built-in A/B testing at the mid tier
Static HTML export available
Largest contentful paint under 1.5s on a mid-range phone

Walk away signals

Pricing published only as "contact us" above the entry tier
Overage billed automatically without a notice threshold
No way to see submissions outside the vendor dashboard
Custom domain billed separately

What to ask before buying a landing page builder

The checklist

What good looks like

Walk away signals

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