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Announcing new Pardot Landing Page Builder – better than classic

Jul 27, 2021

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The last time Pardot had a radical landing page builder redesign was 2012.  The new Pardot Landing Page Builder in 2021 was a long overdue, total revamp. The team at CloudAnalysts was invited to preview the new Pardot Landing Page Builder in its near-final stages in July that year, and this article was the result.

Now in 2024, this article explains the issues with the classic Pardot Landing Page Builder from before July 2021, and how the new builder is different. Note that today, designers who know CSS and HTML can still successfully use the classic builder, and can enhance it with all kinds of bits of code to augment its functionality. In fact, if you wish to use active content, such as JavaScript or SVG files, you must still use classic landing pages. This, however, is not for junior marketers, but for sophisticated landing page usage of teams who want to grow faster and perhaps retain CloudAnalysts to help them get there.

What makes up a Pardot Landing Page

Before I dig in deeper, I want to explain that in Pardot a landing page has really 4 ‘layers’:

  • Custom Pardot fields, most of which should be mapped to Salesforce.
  • a form with fields and hidden javascript coded.
  • a layout (template), and
  • a landing page.

Today, we’re talking about the layout and the landing page only.

The classic Pardot Landing Page Builder

from before July 2021

You were either using the ‘drag/drop’ interface that was a bit old-fashioned, not anywhere near as flexible as I’d liked, and not mobile-friendly out-of-the-box. Or you were using HTML templates that you basically coded and designed yourself. Either way, you really need to be able to code in HTML/CSS (or work with CloudAnalysts) to do the final tweaks and make your pages look good and embed Google Tag Manager code etc.

Most people started with its drag/drop interface but then got stuck. Or, they realise what they just designed was not mobile!

Then they went the HTML route with their design: What they got out of the box from Pardot was a ‘standard’ blank layout that was just meant to feature sign-up forms, but not more complete landing page. Not good enough for the average marketer.

In short, while very important in digital marketing, landing pages were not the most favourite part of Pardot by many of my clients, when they were working on their own…

Pardot Classic Landing Page Builder” – Image by CloudAnalysts

Soon, they would be asking me for help, and I got them on their way inexpensively by showing them that they could choose ‘new layout’ and then ‘import’ one of the 5 ‘predesign options’ that Pardot put together. Then, if they saved that, it became available for your landing page also.( A bit clumsy on how that all hung together.) But even if you imported any of the 5 layout templates, you’d realised that they were still only wireframes.

There were no beautifully landing page layout examples to leverage. So, at CloudAnalysts, we started offering clients ready-made landing page templates which they/we can easily modify for them to embrace their branding and customer journeys.

What a classic Pardot’s landing page with pre-made layout looks like

This is one of the pre-made layout options you can choose:

The classic Pardot landing page builder’s pre-made layouts

The New Pardot Landing Page Builder

Salesforce introduced its new Pardot landing pages builder, that delivered mobile-first designs via a true drag-and-drop design canvas — way easier to use for marketers than classic, and now a few years on after launch, it’s definitely worth exploring the

New Pardot Landing Page Builder Features – a Comprehensive Guide.

This new builder is sometimes referred to as Pardot Enhanced Landing Page Builder, Lightning Landing Page Builder, or Marketing Cloud Enhanced Landing Page Builder. Landing pages created in the enhanced experience are called enhanced landing pages. – No worries, we’re all still talking about the same thing: the new builder with the drag-drop canvas for blocks.

Note: Pardot is now also known as Marketing Cloud Account Engagement.

Interested to learn more?

We would be very happy to help you.