How Much Does a Landing Page Cost? Builder, Freelancer or Agency

A landing page built yourself on a hosted builder costs between $264 and $948 for a year on an entry plan, and between $828 and $1,908 for a year on the cheapest plan that can run an A/B test, both on annual billing. Those are the five builders tracked on this site, priced from their own pages on 18 October 2026. Paying someone to design the page adds a one-off fee on top. It does not replace the builder subscription, which keeps running for as long as the page is live.

That last sentence is the one most cost estimates skip. A freelancer’s or agency’s quote prices the work of making the page. The platform that serves it is a separate, recurring bill, usually on your card rather than theirs, and over a year it can exceed the design fee.

The monthly part: what the builder costs

If you searched for a monthly figure, here it is. Entry plans run from $22 a month on annual billing (Unbounce Starter) to $79 (Instapage Create), and from $29 to $99 on monthly billing. The table turns those into twelve-month totals, because that is the number to budget.

The totals are the published monthly rates multiplied by twelve, and Leadpages’ annual figures are the yearly prices its page carries. Landingi’s month-to-month rates did not render when its page was read, so those two cells are left blank rather than estimated.

The entry plans are not equal. Unbounce Starter’s $264 buys up to 500 traffic and five pages; Landingi Build’s $288 buys 2,000 visits and ten pages; Swipe Pages Startup’s $348 buys 20,000 visits; Leadpages Pro’s $276 buys 25 pages with no traffic cap stated. The cheapest year is not the cheapest page once a campaign brings real traffic, and traffic caps and overages explains how each meter behaves.

Route one: build it yourself

The do-it-yourself total is the builder line above plus a domain, plus your time. Every builder here publishes to a domain you own, and the domain itself is normally a separate purchase from a registrar, renewed each year at that registrar’s price. If you already own one, the page can sit on a subdomain of it at no extra registration cost.

Time is the honest unknown. A template edited to a single offer is an afternoon for someone who has used the editor before, and considerably longer for someone who has not. Your hours are yours to estimate; no figure for them appears here. What it will say is that every builder here offers a free trial (14 days on Unbounce, Swipe Pages, Landingi and Instapage, seven on Leadpages), and that building the real page inside the trial is the cheapest way to find out how long it takes you.

For a single page that will never be tested, the entry plan is enough. For a page receiving paid traffic, budget for the testing plan from the start, because the jump between the two is the largest line in this whole calculation: $480 a year on Swipe Pages, $672 on Leadpages, $1,080 on Unbounce, $1,140 on Landingi and $960 on Instapage, all on annual billing. What it costs to turn A/B testing on sets out why the gate sits there.

Route two: pay a freelancer

A freelancer’s quote is usually hours times a rate, or a fixed price built from that. Clutch’s web design pricing guide, published in January 2025, puts web design companies on its platform at around $100 to $149 an hour, and designers working in website builders such as Wix, WordPress, Squarespace, Webflow and Shopify at around $25 to $49 an hour. Those are general web design rates rather than landing-page rates, and they are the only sourced figures this page uses for design labor.

So the arithmetic is simple and depends on the hours in your quote. For every ten hours quoted, the Clutch builder-designer range works out at $250 to $490, and the agency-rate range at $1,000 to $1,490. Then add the builder line from the table, because the freelancer’s fee does not include it.

Before you sign, get three things in writing. Whose account the page is built in, because a page in the freelancer’s account leaves with the freelancer. Whether the quote includes connecting your domain, the form integration and the conversion tag. And whether edits after launch are included or billed by the hour. Pages built in a hosted builder are not files you can take elsewhere, as publishing to your own domain explains, so ownership of the account is ownership of the page.

Route three: hire an agency

An agency prices a landing page as a project and often adds a retainer for testing and changes. Clutch’s guide reports that most web design projects reviewed on its platform cost less than $10,000. That figure covers whole websites rather than single landing pages, so read it as a ceiling on the market, not a quote for one page.

What a retainer buys is the work that happens after launch: building variants, reading tests, adjusting copy for new ad groups. That work needs a plan that can test, so an agency engagement almost always sits on top of a testing-tier subscription, $828 to $1,908 a year on annual billing in the table above. Ask whether the agency’s fee includes the platform or whether it bills it on to you, and at what markup.

The recurring costs that are not the plan

Four smaller lines appear after launch, and each is published by at least one vendor.

Traffic overages, if a metered plan’s cap is passed: Swipe Pages charges $5 for every additional 5,000 visits; Unbounce charges overage on extra usage without printing the rate. Extra domains: Landingi sells an additional custom domain for $5 a month. AI credit top-ups: Leadpages sells credit packs from $2.50. Seats: Unbounce Starter and Leadpages Pro each include one user, and more logins mean a higher plan.

Each of these is small. Together they are the difference between the price on the pricing page and the amount on the card statement, and they are the reason to read a plan’s limits before its headline price.

A worked example, year one and year two

Take one page for a paid search campaign that needs testing, hosted on Leadpages Grow at $948 a year on annual billing. Built yourself, year one costs $948 plus a domain. Built by a freelancer quoting ten hours at the Clutch builder-designer range, year one costs $1,198 to $1,438. Built by someone billing at the Clutch agency range for the same ten hours, it costs $1,948 to $2,438.

Year two is the same for all three: $948, because the design fee is spent and the subscription is not. Run the same sum on Swipe Pages Marketer and year two is $828; on Instapage Optimize it is $1,908. The ten hours here are an illustration, not a typical figure; put the hours from your own quote in their place.

Which route costs least

For a single page with modest traffic and no testing, building it yourself on an entry plan is the cheapest year, at $264 to $348 on most builders. For a page that will carry paid traffic, the testing plan is the real starting price, and a freelancer’s one-off fee is worth paying if it saves you the learning time. An agency makes sense when someone must run tests every month, because that is the work a retainer buys.

Whichever route you take, the builder is the line that recurs. Compare the five platforms on testing price, traffic and domains in the best landing page builders ranking, or start a trial at Swipe Pages, Leadpages, Landingi or Unbounce.