Looking for the best online form builder to boost your lead generation and start converting more traffic into leads and new customers?
You’ve come to the right place.
Online forms have different uses for different marketing objectives.
But for the most part, you’ll be using online forms to gather a range of data from potential customers for multiple purposes.
Online forms save you time, energy, and money for generating AND qualifying leads.
This way, you’ll have only the top leads coming to your websites that you can then turn into customers.
But here’s the thing:
There is no one-size-fits-all online form builder. You’ll need something that works for YOU specifically.
To help you decide on the top online form builder for lead generation, we’ll be looking at 16 different tools, through a number of criteria, which we’ll discuss below.
Here’s what we’ll cover:
- What Makes a Great Online Form Builder
- Top 15+ Top Online Form Builders
Let’s get started.
The way online form builders work is quite simple.
1. You build and customize your form.
2. You embed it to your site with a simple embed code (usually no coding is required).
3. You add multiple variants to your form, test and track with A/B tests to see what converts the most.
But what makes a great online form builder, exactly?
When looking at the best tools for lead generation, we looked at a few different criteria for each, including:
When creating landing page forms, there are a few tactics you can use to generate more leads and increase your conversion rate. You should be able to customize your forms to see what works best.
Let’s take a look at some form builders you can start using for lead generation today.
Yes, that’s us.
But hear us out because we can back this up.
LeadGen App is awesome for creating beautiful forms for lead generation.
The tool is designed to help you convert more leads and give you a competitive edge with forms that convert.
It’s designed for marketers and agencies who want to create high-converting online forms that deliver results. Our forms use smart data to boost your conversion rate and you can A/B test your forms till you start to deliver predictable lead generation.
If you want a form builder that lets you create beautiful forms in under 5 minutes, with no coding skills, with a focus on lead generation and conversions, LeadGen App is the way to go.
Compared to other tools on the list, there’s a lot that makes LeadGen App stand out.
Let’s take a look.
Here’s what makes LeadGen a form builder like no other:
- Multi step forms - LeadGen App makes it easy to get more responses and leads by breaking up your online forms into different steps. No other builder on this list makes it so simple to create multi-step forms with conversion-optimized designs to collect customer data. With ready-to-go, conversion-optimized designs, it’s easy to create multi-step forms that look professional.
- Conditional logic forms - These dynamic forms keep your customers engaged, send users onto different paths, and filters unqualified leads which ends the form for visitors. By combining the interactive nature of chatbots with data collection forms, filling in a form for your leads becomes an engaging process that runs on autopilot. This way, you get only the best leads coming through your site.
- Webhooks/Zapier integration - LeadGen App easily connects to your favorite software and 3,000+ apps via Zapier or Webhooks . This way, you can easily pass on data from your forms to automate your lead generation and get your information about your contacts for lead enrichment and scoring. As an example, you can connect your forms to your CRM, email automation (e.g. they fill in your form, get an automatic email follow up), and more through simple Zapier flows.
- Other advanced features - Looking to gain more from your web forms? LeadGen App uses multi-step forms, social proof popups, and other advanced features to help you drive more conversions, capture more leads, and increase lead quality. With LeadGen App, you get more results from your forms and capture those leads that you would have missed out on with otherwise standard web forms.
- Templates - Finally, Lead Gen App has over 119+ form templates depending on your form category and industry.
LeadGen App was designed specifically for marketers, agencies, and people providing lead generation services.
With an easy-to-use interface and many customization options, it doesn’t take much to create a beautiful and high-converting form in under 5 minutes.
Forms can also be embedded with any website page-builder too, saving you the trouble of having to set everything up, providing you full flexibility to use the forms for all your clients and your different website builders.
The tool offers 3 different pricing options:
All plans include the core features needed to create a highly-converting and customizable online form, with the difference being mainly in the number of forms you can create. And the paid plans remove the LeadGen App branding from your forms, providing full customization and a unique form designed that matches your brand.
For more info, or to get started with LeadGen App for free, see how you can start converting more traffic into leads for free here.
You’ve probably heard of Google Forms by now.
It’s exactly what you’d expect from Google.
The builder offers a quick and easy approach to online forms, automatically saves results to Google Sheets, and is incredibly fast.
It also includes all the basic forms you’d expect from a form builder. Except, it can’t accept any payments.
There are options for short answers, checkboxes, multiple choice options, dropdown menus, file uploads, and more. While keeping things simple, Google Forms offers a range of options for the type of responses you want from prospects.
It’s a popular form, but lacks security, conditional logics, and the ability to accept payments.
So, if you’re looking to qualify leads and want to make money from your prospects, you’re better off looking somewhere else.
Though, with that said, Google Forms does have a specific use case it’s quite popular for.
Let’s take a look.
With Google Forms, for the most part, what you see is what you get.
But it does have its moments:
Google Forms keep things simple.
You can use it for most customer data collection regardless of your business or niche. It’s still extremely common to use Google Forms for collecting applicants’ information for your business, for example.
If you’re not looking for complex survey software features, Google Forms should be fine. Though, most tools offer more advanced survey logic, customization, and question types. So, whether Google Forms is right for you, depends entirely on you and your requirements.
Another downside might be that most people recognize Google Form templates a mile away. It’s not the most professional thing either, depending on what you plan to use it for.
Typeform is another popular online form builder that makes it easy for you to ask and gather information through user-friendly forms and surveys that stand out.
What makes this tool stand out is its approach to online forms. People don’t like filling in boring surveys and forms that look outdated.
Typeform was made for humans. It keeps things simple and engaging as it was made for humans.
This means: one question at a time, treat your forms like a conversation and keep your audience engaged. This way, you get more thoughtful responses and higher completion rates.
With its people-friendly online forms, Typeform aims to stand out with custom layouts and themes.
With Typeform, here’s what you get:
Typeform is largely focused on being conversational and intimate.
If you want your web forms to stand out, consider Typeform to keep things engaging and unique. You can easily make forms that feel native to your brand this way.
And with plenty of built-in templates to choose from, Typeform is a great choice for personal brands who want to build a close connection with their audience at each touch point.
However, Typeform doesn’t provide some key conversion-based features like A/B testing, or form analytics. If you need those features, you’d have to integrate it with a separate tool - which might be inconvenient.
But if you’re looking to create engaging forms that stand out, you could consider this as your tool of choice.
Typeform offers 4 different plans:
The difference in the pricing is the access to features.
Forminator is a WordPress plugin that makes it easy for any kind of website and niche business to create any web forms - contact forms, order forms, payment, emails, feedback, and more.
The plugin offers an easy drag-and-drop approach to online forms to make your content interactive and generate more conversions.
If you’re looking for a WordPress specific form builder, this is the tool you’ll come across.
Though, keep in mind that many form tools on this list also allow you to embed your forms to a WordPress site (or any web page), but if you’re looking for a WordPress plugin specifically - this might be it.
Forminator keeps things simple and caters to just about any type of website.
Though, Forminator doesn’t offer any advanced features like conditional logic flows, A/B testing, and more.
Forminator is an easy-to-use form builder, designed mainly for people who use WordPress.
You can even use the developer API and the included hooks and filters to build your own integrations or custom apps to sell or giveaway for free on WordPress.
Though, as mentioned above, you can just as easily use other online form builders on this list for your WordPress website.
JotForm is another easy-to-use form builder that helps businesses create online forms and publish them while keeping things simple.
The tool aims at helping you save time and effort when it comes to online forms.
You can use industry-leading templates, collect online payments, and customize forms to match your brandings with JotForm while keeping things simple.
For a simple and easy-to-use form builder, JotForm is also action-packed with features that most businesses would need.
JotForm is another “for everyone” form builder.
With its immense templates and mobile-friendly forms, JotForms look great on any device. It also accepts payments, e-signatures, and more, in its free plan. It’s a fast, flexible, and user-friendly form builder. But it does come with its limitations.
Though, the free pricing comes with JotForm branding.
So, realistically, the tool starts at $24/month.
While JotForm presents a vast range of templates, they tend to lack quality and the conversion-focus that’s so necessary for lead generation. Most form designs use a slightly outdated design of typical web forms rather than engaging multi-step forms.
Couldn’t write this list without mentioning HubSpot Forms.
HubSpot offers a number of marketing solutions: a CRM, CMS, customer service software, as well as a form builder.
Goes without saying, this is ideal for people who are already working within the HubSpot marketing ecosystem. It’s designed to entice users to sign up for the full HubSpot marketing suite.
But even standing on its own, this is still a strong form builder that will get the job done for most people.
This isn’t the most advanced or unique tool you’ll find on the list, but definitely one of the simplest and easy to use.
Like most HubSpot tools, this was designed for small-to-medium online businesses.
Though, the people who will get the most out of this tool are the ones already using other HubSpot tools (like their free CRM).
You’re going to be creating only basic forms that you can push live in a matter of seconds with this tool.
But because HubSpot Forms comes as part of other HubSpot’s marketing tools, it’s not necessarily a strong form builder tool on its own.
For a free tool though, it packs a lot of punch.
HubSpot has a free plan that allows you to create unlimited forms. You can also get access to HubSpot’s other free tools.
Because HubSpot has so many tools, the pricing might seem confusing at first.
Here’s how it works:
- HubSpot offers free basic marketing, sales, service, and operational tools.
- HubSpot Forms is free as part of its marketing tools and lets you create unlimited forms and collect unlimited form submissions.
- HubSpot starter plan starts at $50/month for up to 1,000 marketing contacts.
WuFoo is an online form builder and cloud storage database owned by SurveyMonkey (world’s most popular free survey tool).
SurveyMonkey’s history dates back to 1999.
So, that’s why the form builder’s design might look so dated.
But what the tool lacks in modern design, it makes up for it with its customizability and spreadsheet-like features.
This form builder is primarily aimed at businesses who want more traditional features like payment integrations, analytic tools, and a report designer to create customer reports.
WuFoo is a great choice for advanced analytics.
Wufoo is an ideal form builder if you’re after advanced analytics.
Though the interface looks quite simple, the features more than make up for it.
Another thing to keep in mind is that the free plan features are also limited.
Not for everyone - but worth considering if you’re after some of those advanced features and aren’t afraid of paying more.
Wufoo offers 5 pricing options:
The main difference between the pricing options has to do with the amount of forms, entries, fields, users, and more.
Formstack is another specific form builder that is ideal for highly regulated businesses.
Simplicity is at the heart of the tool’s functionality and you can sense this with the form builder’s template and drag-and-drop builder which you can get the hang of immediately.
While the tool offers all the standard features and other products (documents, signing online forms, and other productivity solutions), Formstack largely offers specific regulation solutions for your online forms.
Here’s how that works:
Formstack eliminates data chaos and is a strong supporter of the no-code revolution.
Formstack is an ideal solution for regulated businesses. For those who need these kinds of features, the price tag might be worth it.
Though, their templates still stand strong on their own, and they also offer A/B testing, payment options, and custom branding. Formstacks also provides some solid form analytics.
Though, eventually, you might run into some limitations with the tool with the lack of variety of field types.
Formstack offers 3 main pricing options, with a free 14-day trial:
Paperform creates beautiful web forms that feel like yours.
More than just a form builder, the approach with this tool is just like writing a doc.
You can insert pictures, video, and style text everywhere, collect payments, and even book meetings.
So, this is a little different from the other builders on this list as its online forms feel like landing pages - or landing page forms.
At the same time, the tool maintains a balance of speed and customizability.
Though, on the other hand, it’s not as intuitive as some of the other tools on this list.
Paperform is more than just a form builder.
With its added flexibility and familiarity, Paperform would be an ideal form builder for marketers, designers, or agencies.
A good enquiry form is perfect for capturing data and customer information.
Paperform has a more traditional approach to form builders and it has done a decent job of making more extensive options easy to use.
Here are the tool’s options:
Ninja Forms is another popular WordPress form builder plugin.
But what makes it different from Forminator is that this one comes with more advanced features.
You can download and use it as an intuitive, flexible form builder for free on WordPress. But if you want to use it for business, you’ll need to subscribe or buy some addons.
For developers who don’t mind writing their own code and advanced users who know what they’re doing, they can use this tool to start building more complex forms for WordPress.
The drag-and-drop builder is surprisingly intuitive and allows you to create forms that match your WordPress theme. Standout features include:
As you might have guessed, Ninja Forms is for advanced WordPress users and developers.
From a visual standpoint, you’re not getting anything super impressive. But Ninja Forms does an impressive job at providing advanced features in a WordPress plugin.
Though, some of the important features are only included in the more expensive plans.
The WordPress form builder offers 4 plans which are renewed annually:
Zoho Forms is part of the Zoho family apps that includes a CRM, email, accounting, document editing software, and more.
This tool is a very solid, all-around form builder with a lot of versatility and customization options.
It’s built with data collection in mind and you’re going to get the most out of the tool if you’re already using Zoho’s CRM for lead management.
On its own though, it covers most question types, has good options for delivery and embedding, and a decent results dashboard as well.
So, if you’re looking for an all-rounder form builder, this one might be worth considering.
Zoho Forms works best when integrated with their other app, but other things that stand out include:
If you’re already using other Zoho apps, it’s incredibly convenient to start using their form builder as well.
On its own though, their Forms app is surprisingly solid as well. With the only downside being that their form analytics could be better.
As far as pricing goes, Zoho forms has a very convenient and simple options:
SurveyAnyPlace is a questionnaire-first form builder that’s best used for giving personalized advice to its respondents.
With the tool, you can create surveys, quizzes, and assessments that return personalized info in the final screen - through email or in a branded PDF.
Though, it’s worth noting that SurveyAnyPlace isn’t designed for creating regular web forms. So, this is something you might use in addition to a dedicated online form tool from this list.
SurveyAnyPlace is best used for: assessment tests, lead generation quizzes, training campaigns, customer satisfaction surveys, and other similar assessment tests.
With this tool, you get a lot of flexibility in the type of surveys and questionnaires you want to create and the variety of forms you can use.
If you’re after surveys and questionnaires more instead of web forms, SurveyAnyPlace might be worth considering.
Above all, you get a lot of flexibility and bang for your buck with this tool.
And you can use it for all things surveys, assessment tests, quizzes, and even personality tests.
SurveyAnyPlace starts with a free 7-day trial.
Qzzr is a form builder that mainly focuses on building quizzes.
The tool helps get richer customer profiles, improved engagement, and gain more revenue by asking the right questions.
With a simple interface, it’s easy to jump straight into creating quizzes that boost your engagement and feel a part of your brand.
Here’s how Qzzr does that.
Qzzr makes it easy to engage your customers through rich media and fun and interactive quizzes.
Aimed at publishers, marketing agencies, and eCommerce owners, Qzzr provides richer customer profiles where they’re needed the most.
Qzzr Enterprise also offers completely digital custom experiences that adapt on-the-fly to match your customers’ personality or preferences.
If you’re a high-traffic publisher, or an eCommerce or agency owner, Qzzr might be for you.
123FormBuilder is another popular online form software that makes it easy to collect data through a wide variety of features and solutions.
For a seemingly simple tool with an easy-to-use interface, the form tool packs a lot of punch with all of its industry-specific forms, plenty of integrations, and most features you’ll need in such a tool.
With 123FormBuilder, you get 200+ templates and an impressive amount of features.
123FormBuilder is a simple tool designed for small and medium sized businesses, with plenty of advanced features and design choices you might need.
Your data is collected where you want it, they take GDPR and HIPAA compliance seriously, and with their 85+ integrations, you can easily add it to the rest of your software ecosystem.
It even includes a two-step verification, multiple fields in a row, and support for e-signatures.
Lastly, the tool also integrates easily with Wix and WordPress to add forms to your site.
The tool pricing options are as follows:
Looking for a secure solution for online forms?
This form builder combines online form features with custom form functionality.
Meaning, you get all the regular features to build things like online orders, registrations, questionnaires, in addition to easy eCommerce and secure data collection.
While you can use Formsite for lead generation, the design feels a bit dated, especially compared to some of the form builders on this list.
But as a market research and data publishing tool is where Formsite shines.
If you’re looking for a secure data collection and result publishing tool, here’s what makes Formsite stand out:
Free online form builders usually don’t come with text field encryption like Formsite.
So, Formsite can be a great choice for you if you:
Formsite largely caters to medium-to-large businesses. In doing so, they have plenty of flexible pricing options to choose from:
CognitoForms is a simple form builder that lets you create unlimited forms starting with its free plan.
And like the best online form builders, it also integrates with PayPal, Stripe, and other payment providers.
CognitoForms also lets you use conditional logic to design advanced forms on a budget. While you can create one from scratch, the tool also offers plenty of powerful templates to choose from.
You can select these templates based on your industry, form type, and even by the feature. Then, you can customize them by adjusting the font, colors, form width, and more.
There are plenty of things that CognitoForms does well. Here are a couple of things that stand out:
CognitoForms is a very solid all-around form builder that does many things right.
Though their interface isn’t as intuitive as some of the other tools on this list, you still get a lot of value from their templates.
If you’re a developer, you can also make use of the advanced features like calculations, webhooks, CSS styling, and more.
But even if that’s not the case, this form builder has a little bit of everything for everyone.
The pricing options are as follows:
And that’s a wrap!
Hope you found this list of form builder tools useful and you’re ready to start getting the best conversions from your forms.
Now, let’s recap some of the top questions when it comes to online form builders:
Hard to say as it will largely depend on your requirements and what you need from such a tool. We may be biased, but LeadGen App hits all the checkmarks from a form builder tool if you want to boost your lead generation. It's intuitive, easy-to-use with a clean interface, and with over 119+ templates, you can get started creating forms for your industry in less than 5 minutes. It also has plenty of unique features and is ideal for marketers and agencies who want to boost their lead generation and conversion rates.
Which is the best web form builder?
There is no one-size-fits-all online form builder as you’ll need to find something that works for you specifically. Hopefully the last above is a helpful starting point. To recap, the 16 best web form builder apps are:
What is an online form builder?
Web form builders help you create online surveys, questionnaires, assessment tests, and more. You can drag-and-drop questions, change the order, and customize the templates so that they match your brand. As a cherry on top, you don’t need to know any coding to use most online form builders.
How can I create an online form for free?
1. Sign up for a free trial for a form builder tool of your choice.
2. Create a web form, fill it in with your questions and type of information you want to get from your respondents.
3. Share the link or embed it into your website.
4. Collect data or payments and get notified as soon as responses start coming in.
Once you have a clear idea of what kind of information you want to obtain from your respondents, you can start using your online form builder to start generating leads.
Ready to start converting your traffic into new customers and leads?
You can get started using LeadGen App for free and capture more leads through best web forms practices for lead generation.
Check out the most comprehensive list of the best web form builders for lead generation.
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