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Instapage vs Wix

instapage vs wix

Instapage and Wix are powerful website builders, which cover a broad range of web design needs. The platforms make it possible to solve multiple tasks, adhering to special user requirements based on the goals they initially set.

Each service, however, uses different approaches to the web design process in general as well as to the creation of separate projects.

A Quick Snapshot:

InstapageInstapage – is a specialized website builder, which initially focuses on landing page creation. The system enjoys popularity with freelancers, entrepreneurs and web design studios involved into the development of client projects. It has built strong reputation with world-renowned companies like eBay and Verizon. Instapage.com


WixWix – is a renowned niche leader, which comes with multiple benefits and impressive feature set. This is an all-in-one system, which allows building different types of websites, starting with ordinary portfolios and up to online stores and business websites. The website builder stands out from the crowd due to its affordable pricing policy, which does not compromise with the result. Wix.com


Both website builders have unique features that differ them from each other. Each of them has much to offer to users, but which one will be the leader in the one-page websites niche? Are there any nuances users should pay attention to, when deciding to launch a website of this type? Let’s make Wix vs Instapage comparison now to find that out and help you make the best choice!

1. Ease of Use

  • Instapage. The website builder provides simple and convenient web browsing experience due to the logically-structured interface, intuitive dashboard and pop up tips that emerge, when you start working on your website development. The helpful and informative WYSIWYG editor makes it possible not to only to make the required edits, but also to control this process not to overlook the mistakes.

    Instapage Editor

    This matters a lot for newbies, who start using the platform for the first time and are looking for different methods to simplify the task. When you reach the dashboard, you’ll come across a variety of ready-made blocks, widgets and other elements to be integrated into your project. This is easily done with a few clicks only due to the application of a mouse pointer that is needed to adjust widget positions.

    Instapage Templates

    As far as the system is mainly focused on landing page development, users have to be aware of the basics of website creation and promotion to use the entire feature set of the system to the advantage. Web design skills and experience in web page development are necessary to launch landing pages, which will eventually pay off.

    See also: Instapage Review.

  • Wix. Ease of use and convenience is what Wix initially known for. Being oriented on the needs and skills of non-techies, the website builder ensures quick, safe and understandable web design process right after you sign up for it. The dashboard of the service is so clear that you don’t have to be a web design pro to explore and master it in almost no time. You won’t get lost in the dashboard sections as it is logical and well-structured enough to ensure the best browsing experience. Just like Instapage, Wix comes with a WYSIWYG editor, drag-and-drop feature and simple navigation to help you get started with ease.

    Wix one page editor

    Launching and managing a web store with the system is easy and you don’t need the knowledge of programming basics to successfully do that. Your actions go far beyond simple website editing. What you can do here is to add and customize new sections, replace and manage integrable widgets and content blocks, modify website settings. All these steps can be completed in no time due to the intuitive system dashboard and its strong customer focus.

    The system allows adding and editing website content with a few clicks only. It is also possible to download and integrate media files of various formats, apply parallax scrolling effects, select and change fonts, color palettes and backgrounds suitable for a certain website type here.

    Wix is regularly updated, with new elements, features and parameters being added to it to enhance the web building experience of users.

    See also: Wix Review.

Instapage vs Wix. Instapage is more intricate as compared to Wix and, thus, it requires more skills and experience to launch decent landing pages. What’s more, the area of Instapage specialization goes down to the development of landing pages only. This requires certain experience and web design background. If you need a simpler service to design a one-page website, then Wix is an easier and more convenient solution.

2. Feature Set and Flexibility

  • Instapage. The main focus of the website builder goes down to the development of landing pages. This is obviously reflected in the feature set and functionality of the service. The working area of the system is comprised of the dashboard with sections, tools and widgets you can integrate into your landing page and the visual editor, where you can see the edits you actually make. This is very convenient and time-saving, although, it takes time to get used to the system dashboard and start building landing pages with it.

    What’s important, the website builder encourages users for team collaboration. This means that you can work on a project with team members, sharing website access rights. Team website management becomes possible by leaving comments on the templates for your co-workers, making edits and getting in touch with the system members. This is what makes Instapage a great teamwork solution and a good choice for web design agencies involved into the development of custom-made projects. It’s even possible to create up to 5 subaccounts on one domain and invite up to 5 team members for mutual cooperation.

    Instapage Blocks

    Instapage offers a broad spectrum of conversion analysis tools to increase the ROI rate. These include the heatmap mode meant for the analysis of user behaviour on a landing page (number of clicks, mouse movements, depth of scrolling etc.).

    Instapage Conversions

    Apart from that, there is an opportunity to make the A/B testing to get the best version of a landing page via using the tools that show, which option exactly attracts more conversions. Another feature users will appreciate is the dynamic text replacement option that lets you personalize your website content to trigger more conversions.

    Other features, which can notably enhance your landing page performance, include drop-in pixel tracking, analytics and reporting, real-time collaboration, connection of SSL certificates for better security etc.

    Instapage editing options are quite extensive as well. The visual editor available in the dashboard lets you set up and modify the major positions of website elements, icons, logos, references etc. both in the desktop and mobile website versions. The preview mode allows seeing the preliminary version of the ready-made website prior to its publication to be able to fix the errors on time.

    Additionally, Instapage allows adding and managing multiple widgets in landing pages you work on. These are timer, shapes, social network buttons, videos, images, galleries, paragraphs, titles, forms and HTML to mention a few. The system doesn’t offer multiple widgets, but those that are available in the dashboard are a must-have for any landing page.

    Instapage comes with an advanced AMP landing page builder. It makes it possible to create high converting Google AMP landing pages in a fast and convenient way. By using the feature, you can launch a landing page with immediate loading and smooth scrolling for enhanced Quality Scores and great mobile experience.

    The website builder ensures easy integration with email marketing tools, CRM as well as optimization and social tools. It takes a few clicks only to connect the newly-built landing page to your marketing stack to further synchronize the data properly.

    Among the other top features that make Instapage stand out from the crowd, it makes sense to mention the following:

    • dynamic custom code editing;
    • Google fonts and Adobe typekit;
    • rich stock image library;
    • keyboard shortcuts;
    • powerful image manager;
    • mobile-aspect ratio lock;
    • page version history restoration etc.

  • Wix. When it comes to the feature set and flexibility aspect, Wix has much to offer. The website builder is packed with features and tools, smart application of which lets users effectively launch and manage high quality websites for personal and business use.

    One of the highlights of the system is the diversity of website editing options it provides. Thus, it is possible to choose between a standard and ADI editors. Both options are worth the attention, offering undeniable benefits to different user categories. Non-techies mostly give preference to Wix ADI as it automatically creates websites for them. The Artificial Design Intelligence tool uses the content you provide upon the system request to further use it during the website design process. The entire procedure takes a few minutes only, while the result won’t keep it waiting, providing strong impression upon users and website visitors.

    Wix ADI editor

    Additionally, Wix has a Mobile Editor, where you can set up and modify the mobile version of your website. This is also done in a couple of minutes. Website visitors won’t see the changes made in the mobile version in the desktop regime. However, if you decide to make the changes in the desktop version, they will be automatically reflected in the mobile mode. That’s a well thought-over solution that allows preventing the potential misunderstandings.

    Wix also allows applying anchors on different website elements to link them and simplify user navigation. Anchors matter a lot for one-page websites as they make it possible to create navigation menus and interlink the required web page items, such as buttons, texts, images etc.

    Wix can boast an extensive collection of apps available in the App Market. This is the place, where you can choose between dozens of widgets and applications, which can be both free and paid. The collection includes elements suitable for the development of different types of websites.

Instapage vs Wix. As Instapage functionality is centered around landing page creation, it somewhat prevails over Wix. The website builder makes it possible to track the conversions, use a variety of website analysis tools, hold A/B tests and other landing page-specific tools. Wix doesn’t have such integrated features, but they are generally needed for specialized use. When it comes to creating simple one-page websites, Wix is definitely a better solution.

3. Design

Design Comparison Chart

InstapageWix
Number of Themes:200550
Mobile Editor: YES YES
AI Website Design: NO YES
Drag&Drop: YES YES
Mobile Optimized: YES YES
  • Instapage. The template collection of the website builder includes over 200 themes, which consist of content blocks. The templates feature decent quality and come with ready made demo content you can further modify as you wish. All the templates are made with landing page creation in mind. Correspondingly, the themes are niche-specific as well and include Lead Generation, Click-Through, Two-Step, Thank You Page, Webinar, Event, App, E-Book sections etc. Just like Wix, the website builder offers an opportunity to design a template from scratch by customizing the Blank Page.

    Instapage makes it possible to design the desktop and mobile versions of a landing page separately. Template change is impossible here. If you wish, you can download the template you like to you computer to further customize it.

    Design customization settings Instapage has in its disposal go down to the background choice (you can choose between color, video or images), dimension thickness and layer hierarchy set up. Style editing, fonts adjustment and other settings matter a lot here as well.

    The tools Instapage offers to customize website design are quite standard, but there is one more thing the website builder offers to its proficient users. These are the code editing options. Professional web designers, can give their landing pages unique designs by editing HTML/CSS/Javascript codes. This is done directly in the pop up window and it doesn’t take much time to cope with the task.

    The website builder pays special attention to manual web page customization. If you possess coding skills, HTML/CSS/Javascript knowledge and have corresponding web design background, you can use it to give the landing pages unique one-of-a-kind look. It doesn’t take you long to get used to the system code editor – it is quite convenient, appealing and easy-to-use. There is no need to switch to other windows to edit web pages – everything is done in the pop-up window, thus, letting you see the result as soon as you make the changes – a handy option for first-time system users.

  • Wix. Wix has a separate category of templates for building landing pages that come with the required structure and elements. The themes feature high quality and are mobile-ready by default. It is up to you to edit both the desktop and mobile versions of your website.

    Users can edit their website menus, change color palettes, fonts and backgrounds, integrate media files in different formats, work with typography and select unique styles for their websites. It is also possible to add and customize strips and columns there, filling them with content of your own. The service offers rich collection on stock photos and access to the impressive image gallery.

    Additionally, it offers an opportunity to apply Parallax Scrolling effect, video embedding option and other design customization features to launch one-of-a-kind websites.

Instapage vs Wix. When it comes to design customization, Wix is a more flexible and versatile solution for beginners. The quality of its templates is far above the average and you can use any of them to launch a landing page. Instapage offers a less extensive template collection. All the themes are made exclusively for landing pages. An opportunity of website code editing makes Instapage prevail over Wix from the professional point of view.

4. Customer Support

  • Instapage. Customer support of the service is quite powerful. There are different options you can find here, including ticket submission, live chat, phone assistance, blog, Facebook group. The system can also boast an extensive knowledge base and a Help.

    There is even a separate Migration Service section, where you can find step-by-step guidelines on how to migrate your existing landing page to the Instapage platform effortlessly.

  • Wix. The customer support of the website builder is on the top notch level. This is partially explained by the major focus of the system, which is initially geared towards non-techies and offers plenty of resources to help them explore and master the system in the best way possible.

    Thus, Wix offers plenty of recommendations, tips, FAQs, an extensive knowledge base, various text and video step-by-step tutorials, how-to guides, email support. If there is something you cannot find in the knowledge base or there are any questions regarding the system use (Billing, Domains, Wix Store Settings etc.), you are welcome to get in touch with the Support Center of the service.

Wix vs Instapage. Both systems rank high, when it comes to customer support. Wix, however, offers more extensive and powerful customer support options as compared to Instapage. Its powerful knowledge base, multiple text and video tutorials, step-by-step guidelines, FAQs, email and live customer support options make the system prevail over its strong competitor.

5. Pricing

  • Instapage. The website builder doesn’t have an unlimited free plan, but it offers a free 14-day trial after the registration. This time is enough to test the major features. After the end of the trial, your landing page will be deleted, but it will be stored on the system server for half a year. As to the paid plans, they are as follows:

    • Core Plan ($129/mo) – the only plan, which is available for regular users. It allows publishing 30 landing pages, create 5 subaccounts and add 5 team members for collaborative work. You will also get an opportunity to use A/B testing feature, heatmaps, multiple integrations, analytics and other privileges of the plan.
    • Enterprise Plan – meant for organizations that require enhanced options and proper result/safety control rate. The cost is not fixed and is calculated for each organization independently.

  • Wix. The website builder has flexible and affordable pricing policy. There is a free never-expiring plan, which is good for testing the service and improving your web design skills. Paid plans the system offers include:

    • Connect Domain ($4.50/mo);
    • Combo Plan ($8.50/mo);
    • Unlimited Plan ($12.50/mo);
    • eCommerce Plan ($16.50/mo);
    • VIP Plan ($24.50/mo).

    The features of the Combo Plan will be enough to build a one-page website. Connect Domain Plan isn’t a decent choice here as it doesn’t allow setting your own favicon and it doesn’t remove Wix ad banner.

    All premium Wix plans include free domain name connection, hosting, a certain amount of disc space that varies with regard to the plan chosen, Premium Customer Support and integrated Google Analytics.

Instapage vs Wix.Instapage is one of the most expensive website builders, which mostly works well for online marketing specialists, who need to create multiple landing pages. Wix, in its turn, has a more flexible pricing policy. Its free and paid options make it possible for users to choose the best solution with regard to their needs, preferences and budget. This makes Wix a leader in this point of the comparison.

Bottom Line

Instapage and Wix are two quite different website builders, both of which can be used to create a one-page website. The systems, however, have different approaches to the process of website creation and focus on diverse target audiences.

InstapageInstapage is a specialized website builder, which is used to create and manage landing pages. It cannot be used to build other types of projects. Instapage works great for web design pros and marketing specialists, who plan to launch dozens of landing pages. Instapage.com


WixWix – is the all-in-one website builder, which covers a broad range of web design tasks and provides an extensive feature set that allows completing versatile projects. It can also be used to create decent one-page websites. The platform is a nice choice for non-techies with zero web design experience as well as for web design pros, who possess enough skills to develop even complicated projects. Wix.com


The choice of the best service should initially depend upon your objectives and web design expectations. If you are going to work exclusively with landing pages, then Instapage is a reasonable choice. However, if you need a simple one-page website without any marketing features like testing and conversion tracking, then Wix will be a more suitable solution.

Overview Comparison Chart

InstapageWix
Ease of Use:Instapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs Wix
Features:Instapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs Wix
Designs:Instapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs Wix
Customer Support:Instapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs Wix
Pricing:Instapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs Wix
Overall Score:Instapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs WixInstapage vs Wix
Howard

About the Author

I'm Howard Steele, the founder and editor-in-chief of this website. With over 10 years of web building I know how complicated and tiresome this task can be for a non-IT person.

Can’t decide which service to choose? Feel free to ask me for advice. Just describe your website needs, and I’ll gladly help you.

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