Lead Magnet Software: ClickFunnels vs ConvertKit vs Leadpages [LNIM162]

Choosing lead magnet software when you are just starting out can feel overwhelming. ClickFunnels, ConvertKit, and Leadpages all promise to help you capture leads, but they do very different things and they come at very different price points. In this episode, Mark cuts through the confusion, explains what each tool actually does, and tells you exactly which one to buy first if your budget is tight.

What You'll Learn in This Episode

• The fundamental difference between an email autoresponder, a landing page builder, and a funnel builder
• What ConvertKit does and why Mark recommends it as your first purchase
• How Leadpages makes it easy to create high-converting landing pages without design skills
• Why ClickFunnels is powerful but may be overkill when you are starting out
• The exact order Mark recommends buying these tools to get the most value on a budget
• How these three tools work together in a complete lead generation system

Episode Summary

Mark starts with a reality check that every part-time entrepreneur needs to hear: when you are just starting out, you need to be very careful about which tools you invest in. These are not cheap, and your time is even more valuable than your money. Picking the wrong tool means wasted hours learning software you did not need yet.

The episode breaks down three categories of tools. First up is ConvertKit, which is an email autoresponder. This is the tool that manages your email list and delivers content to your subscribers automatically. Mark explains how autoresponders work using a practical example: if you have 100 emails lined up in a sequence, each new subscriber gets Email 1 on schedule, then Email 2, and so on. ConvertKit also offers tagging, which lets you categorize subscribers based on their interests and send them only the content that is relevant to them.

Next is Leadpages, which is a landing page builder. Mark explains that before you worry about email sequences and tagging, you need to actually convert visitors into subscribers. That requires a well-designed landing page with a compelling offer and a clear call to action. Leadpages was built specifically for people who do not know how to design web pages. You drag, drop, click, and end up with a professional-looking landing page that integrates with your email autoresponder.

Finally, there is ClickFunnels, which takes things further by letting you build complete sales funnels with upsells, one-time offers, cart bumps, and more. ClickFunnels is powerful enough to run an entire internet business without WordPress or a separate autoresponder. But that power comes at a price, both in dollars and in complexity.

Mark's recommendation is clear and direct. If you can only afford one tool after your WordPress hosting, get ConvertKit. An email autoresponder is the foundation of everything else. It starts affordable and scales with your subscriber count. After that, Mark would add ClickFunnels second for its funnel-building capabilities. Leadpages fits in when you specifically need landing page design without the full funnel infrastructure.

The bottom line: do not buy all three at once. Start with email, build your list, and add tools as your business and budget grow.

Key Takeaways

• An email autoresponder should be your first tool purchase after web hosting
• ConvertKit handles email list management, autoresponder sequences, and subscriber tagging
• Leadpages specializes in creating high-converting landing pages with drag-and-drop simplicity
• ClickFunnels builds complete sales funnels but is more expensive and complex
• Start with one tool and add others as your business grows and your needs become clear
• Do not invest in sophisticated funnel software before you have an email list to send people through it

What's Changed Since This Episode

Mark recorded this episode in March 2019, and the lead magnet software landscape has changed significantly. All three tools he discusses are still around, but they have evolved and new competitors have entered the market.

The biggest naming change: ConvertKit rebranded to Kit in late 2024. The product is functionally the same, but if you search for ConvertKit you will be redirected to Kit. Pricing now starts at $29 per month for the Creator plan, with a free tier available for up to 10,000 subscribers that includes basic email sending and landing pages. This free tier did not exist when Mark recorded this episode and makes it an even stronger first choice for beginners.

ClickFunnels launched version 2.0, which is a complete rebuild of the platform. The pricing increased substantially and now starts at $147 per month. While the tool is more capable than ever, that price point puts it further out of reach for most part-time entrepreneurs who are just getting started. Mark's advice to add it later in your journey is even more relevant now.

Leadpages continues to focus on landing pages and starts at $49 per month. It remains a solid option for what it does, though the market has become more competitive around it.

Several new competitors are worth knowing about. Systeme.io offers an all-in-one platform with email marketing, funnels, landing pages, and course hosting on a genuinely free plan. For a side hustler on a tight budget, this is a compelling option that did not exist in 2019. Beehiiv has emerged as a popular email platform especially for newsletter creators, with a free tier for up to 2,500 subscribers. Stan Store provides a simple link-in-bio style storefront with built-in email capture and digital product delivery.

AI-powered landing page builders have also emerged. Tools like Unbounce now use AI to generate and optimize landing page copy and layouts, reducing the design barrier even further. The trend across the industry is toward all-in-one platforms that combine email, landing pages, and funnels in a single tool, which means the lines between these three categories Mark describes are blurring.

Mark's core advice remains sound: start with email first, add complexity as you grow. The specific tools may have changed, but the strategy has not.

Resources Mentioned

• Kit (formerly ConvertKit) — email marketing and autoresponder platform
• Leadpages — landing page builder
• ClickFunnels — sales funnel builder
• Amanda Bond, The Ad Strategist

Related Episodes

If you found this episode helpful, you might also enjoy:

• LNIM163 — Keys To Creating Consistent Content
• LNIM211 — Why Affiliate Marketing Is NOT Dead

Listen and Subscribe

Listen to Late Night Internet Marketing on Apple Podcasts or subscribe at latenightim.com/internet-marketing-podcast/. Have a question for Mark? Call the digital recorder at 214-444-8655 or drop a comment below.