You’ve heard it before: Forms are the gold standard for capturing leads, tracking industry trends, or collecting customer feedback. However, to create this conversion or feedback, you need a form creation tool.
I reviewed the 11 best online form builders so you can find the best one suits your needs.
I’ve used forms to collect leads in a marketing team, generate event feedback, and create surveys so I understand what’s useful for different scenarios.
I’ll also explain what to look for in a form creation tool and how to get started.
Table of contents
How to create online forms
- Identify the goals of the form.
- Choose a form creation tool.
- Add name and contact fields.
- Add additional demographic information as necessary.
- Find out which fields are “must-have” and “nice-to-have”.
- Set up an automatic follow-up email that fires as soon as the form is submitted.
Form creation tools are an easy way to create web forms such as contact forms, event registrations, or mailing lists or surveys without code. You can customize your form with multiple form fields, different formats, and design customizations.
Once your responses come in, most forms also import each entry into a spreadsheet or central database and send you notifications when someone fills them out.
No matter which form builder you choose, I think there are a few important steps you should follow when creating a lead generation form.
1. Identify the objectives of the form.
Do you want to generate sales leads or are you just planning to add contacts to your email list?
Once you’ve figured out what you’re looking for from your prospects, you can use the form to determine what information you need from them. If you need ideas, check out HubSpot’s Ultimate Guide to Web Forms.
2. Choose a form creation tool.
There are free online form builders, but they may not have all the features you need. I have encountered this frustrating scenario many times!
For example, some may not embed well into the website you are using due to your CMS. I recommend using a form builder that connects to your CRM, such as HubSpot’s Free Form Builder.
Start creating forms for your website for free.
3. Add name and contact fields.
This step is pretty self-explanatory. Unless you’re creating an anonymous survey, you’ll want to get your visitor’s first and last name.
Ask for the necessary contact information, e.g. B. an email address or telephone number. Remember that your request should fit the context.
I’m always a little hesitant when I pass on my data on a form. To avoid form abandonment, I recommend making non-essential contact fields optional and communicating how the contact information will be used.
4. Add additional demographic information as needed.
In addition to the standard name and email information, it can be helpful to collect other demographic information about your prospect, such as: B. Job title, company location and company size.
This gives you insights into your audience and a contact’s purchasing or decision-making power.
5. Find out which fields are “must-have” and “nice-to-have”.
I often find it difficult to find the right balance here. If you want to add people to your email list, you probably don’t need much information other than their name and email address.
However, if you’re sending out a form to generate leads or learn more about your audience, you may want to ask a few more specific questions, such as: B. by age, gender or location to get a feel for who your prospects are.
While you might be tempted to add more fields to cover all your areas, asking too much at once can actually scare away leads and lower your conversion rate.
I suggest just asking for what you need or using one Form builder that automatically fills information Use of market information.
6. Set up an automatic follow-up email that fires as soon as the form is submitted.
After someone has taken the time to fill out your form, it’s common practice to send them a “thank you” or “welcome” email informing them of the next steps.
For example, if it’s a newsletter, let them know how often to expect the email, what topics will be discussed, and take a look at previous emails.
If it is a “Contact Us” form, the follow-up email should confirm receipt of the form along with an estimated response time. The more clarity you provide, the better the experience for the user.
Form Builder Software Tools: What to Look for
Confused by all the options available? There is a wide variation in the features, prices, and value you get from each one.
Here are the criteria I look for to find the best tool.
1. Ease of use
Every tool claims to be easy to use, but not all of them are intuitive. Look for things like drag-and-drop reordering, question banks, and comprehensive documentation to make learning the platform easier.
I’ve found that some nuances don’t become clear until you use them. So don’t be afraid to demo different tools and see which one you like best.
2. Customization
Look for a solution that gives you a wide range of form field options, from multiple choice to free response to checkboxes. Another feature to consider is visual customization.
It’s important to match the color and style of your form to your brand to create a cohesive customer experience.
Some tools hide customization behind paid tiers. Therefore, I recommend that you decide in advance whether rebranding is a must for you before you start your search.
3. Conditional logic
Conditional logic shows a respondent specific questions on a form based on their previous answers.
For example, if I ask, “What products would you like to try?” If the person selects “shirts” instead of “shoes” in a market research survey, my next question might ask about their shirt size, but not their shoe size.
Conditional logic creates more relevant, concise forms for better engagement.
4. Integrations
An important factor when choosing a form creation tool should be integrations. For example, if the tool is embedded into your website, does your form builder integrate with the CMS?
If you manage leads through a CRM, can you link the form data so that it is automatically entered and avoids delays? Consider which systems are most important and look for a compatible form builder.
5. Analyzes and Reports
The various form creation tools offer a wide range of reporting functions. Some give you visual dashboards with many different metrics.
Others, like Google Forms, simply provide you with a spreadsheet that you can analyze yourself.
Decide what type of analytics and reporting tools you need for your purposes and check what each form builder offers before choosing one.
6. Mobile responsiveness
Have you ever had to fill out a little form on your phone?
For many, trying to select a field and enter information isn’t worth it if the form isn’t mobile friendly. Mobile-responsive simply means that a form is designed for a mobile device and follows best practices.
7. Accessibility
Many forms are inaccessible to people with visual impairments using a screen reader. This doesn’t just exclude people – it could put you in conflict ADA regulations.
Make sure your forms have high contrast and follow the four accessibility design principles: Retain all information perceptible, operable, understandable and robust.
8. Data Security
There is another very important consideration that you should pay attention to when looking for form builders. When you collect sensitive personal data like medical information or financial data, you need to be confident that your customers’ data is safe.
If you are a healthcare provider, you need a form builder that can ensure HIPAA compliance with patient data.
If someone from Europe accesses your form, you must comply GDPR regulations. Similar regulations apply in California, Great Britain and Canada.
I recommend looking for form builders that have a reCAPTCHA option and certifications like SOC 2 and ISO, which represent cybersecurity excellence. The cost of a data breach would far exceed the cost of a high-quality, secure tool.
11 online form creation tools
Researching tools may seem intimidating, but I’ve made it easy for you. I tested 11 form creation tools in depth to help you choose the most suitable tool. Ultimately, there is a form creation software that meets your company’s needs and goals – let’s find it together!
1. HubSpot’s free online form builder
HubSpot’s online form builder is one of the most powerful form creation tools available.
The tool combines the basics of form creation with cutting-edge technology to give you many more options than a regular online form builder – and it’s free, too.
Prices: Free CRM and marketing hub with Paid plans begin for $15 a month.
Advantages
- Simple drag and drop interface, no coding required
- Integrates with HubSpot’s CRM and marketing tools for lead management
- Customizable forms to match your branding
- Analytics to track form performance
- Ability to target form popups specifically to customer segments or behavior
- Automatic email notifications for submissions
Disadvantages
- Premium features (e.g. advanced reporting) may require paid plans
What I find amazing is that you don’t need any technical expertise to use HubSpot’s form builder, even though it is one of the more advanced form creation tools.
The drag-and-drop form builder lets you quickly create forms and convert anonymous website visitors into leads with unlimited forms, fields, submissions, and custom forms, all of which connect to your contact database.
I was able to create a simple form in about five minutes. I was able to choose between an embedded form, a standalone page, or a popup with a few different options for where the form appears on my homepage.
My favorite feature is that I can activate a form popup to display it specifically. I can select a customer segment, which page the form should appear on (and after how long). I can also target by location, days since last visit, and various engagement metrics as conditions for a form popup.
This allows me to send a customized message, demo request, or relevant content at exactly the right time.
Once someone fills out your form, they will automatically be added to HubSpot CRM. The system allows you to set reminder tasks, call them and send them personalized emails, allowing you to better manage and nurture relationships with your contacts.
What I like: HubSpot’s form builder also offers data enrichment for contact profiles. Shortening of the Breeze Intelligence formand deep integration with HubSpot’s Marketing Hub, making it a good option for teams that want a single system for contact management.
Form shortening works by using public data from the web and LLMs to automatically fill in details like company size, industry and website – all you have to do is ask your contact to fill out a few short fields. This reduces the chances of your lead abandoning the form midway.
2. HubSpot’s WordPress plugin
Do you have a WordPress site but still want to use HubSpot’s tools to generate leads?
With HubSpot’s WordPress pluginYou can create forms, assign them within a workflow and use them to generate landing page leads. Contacts generated from your forms can also be saved to your HubSpot CRM.
Prices: Free plugin, but you may need a paid one HubSpot plan or WordPress plan for certain functions.
Advantages
- Seamless integration with WordPress and HubSpot for easy lead capture
- Tracks visitor behavior, including page views and form submissions
- Automatically syncs data with HubSpot CRM for better lead management
- Free to use with basic lead tracking features
Disadvantages
- Limited functionality in the free version
- The customization options may be simpler compared to other form plugins
What I like: The tool makes the form creation process easier. Although it’s powered by HubSpot, you don’t have to leave your WordPress dashboard to get the same form building experience you’ll find in Marketing Hub.
3. ClickUp Forms
ClickUp is an all-in-one project management and collaboration tool that helps teams of all sizes manage all their work and centralize communication.
ClickUp Forms has numerous configuration options to make it easy to create your ideal form for any use case, add important questions, and collect insightful answers.
Prices: The free plan includes a form with Paid plans begin for $7/month.
Advantages
- Customizable forms that integrate with ClickUp tasks and workflows
- Automates task creation and team assignment from form submissions
- Offers unlimited form views in paid plans and extensive reporting tools
- Collaboration features allow teams to work on form responses directly in ClickUp
Disadvantages
- The free plan limits you to just one form.
- It may require learning ClickUp’s interface, which can be complex for beginners
- Some advanced features are locked behind higher-tier paid plans
- Less integration with external CRM and CMS systems
- Third party integrations may be required
The first thing I noticed about ClickUp is that it offers a lot of options.
I think this is a strength, but it can also be a disadvantage as too many options make it difficult to choose. If you’re not a proficient user yet, you’ll also encounter a learning curve when setting everything up.
What I like: The form builder tool has drag-and-drop functionality that allows you to move task fields into the form and create new ones via custom fields to create your ideal form.
Customize it further by choosing a primary theme color that matches your brand, adding an image or logo as an icon, and providing a description at the top of the form to provide your recipients more context and instructions on how to proceed.
Easily share your form with others by copying the direct link or embedding it into a web page using HTML. You can also export your form responses as a CSV file or find them in your task list.
Since it’s integrated with task management, you can convert form submissions into tasks and even use the forms tool as a simple ticket management system. For this reason, I believe this tool is best suited for internal data collection or user feedback rather than large-scale lead collection.
4. Forms.app
If you are looking for a form creation tool, I think Forms.app is a good option to consider. It is an easy-to-use platform that allows you to create forms, surveys, and tests without any coding.
I was able to browse the extensive forms library and create my first form without creating an account.
If getting started is a sticking point, you can choose a template such as order forms, customer satisfaction surveys, applications, consent forms, and sign-ups.
Prices: Free plan, with paid options starting at $15/month.
Advantages
- Intuitive drag-and-drop form builder – no coding required
- Offers a wide range of templates and customization options
- Integrates with third-party apps like Google Sheets, Slack, and Mailchimp
- Provides conditional logic and payment capture capabilities
Disadvantages
- The free version has limitations, including fewer form responses
- Some advanced customization and analysis require a paid plan.
- Less meaningful reporting compared to some competitors
I think one of the great things about forms.app is that many of its advanced features are available for free. These include conditional logic, calculators, product carts, file uploads, multiple question types, payment capture, signature capture, and advanced analytics.
Forms.app offers an AI form builder feature that allows you to create forms and surveys even faster. You describe what you want to create and the AI takes care of the rest. It also suggests rephrases of your questions so you can write the best survey questions possible.
What I like: Once your form is ready, you can share it in various ways, such as: B. by embedding on your websites, sharing as a QR code or publishing on social media. Integrations for popular tools like Google Drive, HubSpot, AirTable, and Meta Pixel help you send the data where you need it.
Although the tool offers payment forms and medical treatment forms, you should proceed with caution. Do your research first to make sure it meets your company’s data security and regulatory standards.
5. WPForms
WPForms is a beginner-friendly WordPress form builder that allows you to easily add beautiful forms to your website with just a few clicks. It is used by over six million users who love it for its easy WordPress integration and wide selection of templates.
Prices: WPForms Lite is free, with Paid plans begin for $49 per year.
Advantages
- Easy to use drag and drop builder suitable for beginners
- Large selection of ready-made templates for quick form creation
- Integrates with popular platforms like PayPal, Stripe, Mailchimp and more
- Offers advanced features such as conditional logic, multi-page forms, and file uploads
Disadvantages
- The free version has limited functionality and form fields
- Compared to dedicated form tools, it lacks advanced reporting and analytics
- Reports of occasional plugin conflicts with other WordPress features
WPForms Lite has the same interface as the premium version but restricts users to just a few pre-selected form fields and formats.
What I like: All plans include a GDPR agreement option, reCAPTCHA security, mobile responsiveness, and secure payment options like Stripe and PayPal.
6. Visme
Like others I have reviewed, Visme offers a drag-and-drop form builder that integrates with Zapier, Mailchimp, HubSpot, and others.
But Visme has one big differentiator: animations. Even though you may not think your form needs custom animations, Their research revealed This can result in 40% more conversions and 34% more form starts.
Prices: Free basic plan, with Paid plans begin for $12.25/month.
Advantages
- Design-focused, enables beautiful, interactive forms with customizable design options
- Integrates with Visme’s other design tools, making it easier to create branded forms
- Provides real-time analytics and data collection
- Ideal for presentations and reports, with easy embedding options
Disadvantages
- Because it is design-focused, it may not be suitable for those looking for advanced form features
- Limited access to templates and features in the free version
- Deep integrations with CRM systems are missing
Visme allows you to create beautiful, animated, and interactive forms with its easy-to-use built-in templates and drag-and-drop functionality. The animations stand out from static forms of lead generation that can quickly lose the viewer’s attention.
What I like: Visme’s AI feature allows you to design interactive and professional forms with less effort and best practices. Once created, Visme generates a link, QR code and HTML code so you can embed the form on your website.
Once you collect data about signups, leads, and registrations, they populate the platform. From there you can view, filter or simply export data. Visme’s integrations allow you to set up data flow between platforms.
7. JotForm
Jotform is an online form builder with an intuitive visual editor known for making form creation faster than ever.
Prices: Free plan available, with Paid plans begin for $34/month.
Advantages
- Intuitive drag-and-drop form builder with a wide range of templates
- Supports payment processing, conditional logic and form automation
- Integrates with apps like Salesforce, Google Drive, PayPal and Dropbox
- Extensive customization options and form analysis
- Option for HIPAA compliance on some plans
- Ability to create code-free mobile apps to collect and share information
Disadvantages
- Plans limit the number of form submissions and file storage
- Paid plans are required for advanced features such as HIPAA compliance, custom branding, and higher submission limits
The tool has all the standard form creation features as well as unique fields and tons of integrations. I like that I can play around with the form builder before creating an account. The free plan includes five forms with up to 100 entries per month and 100MB of file storage.
I find Jotforms’ capacity limitations frustrating, but they make up for it with other features that are good for larger companies. Jotforms has workflow integration to put data into action. It integrates with Salesforce, which many competitors don’t.
What I like: Jotform also offers HIPAA compliance, a valuable feature for any healthcare provider. Other useful security features include user access control, SSO integration, and local data residency to ensure the security of user data.
8. Google Forms
Google FormsIts unique selling point is that it is fast, free, easy to use and offers unlimited forms and inputs. It’s also integrated with Google Workspace, so your data is automatically transferred to a Google Sheet for you to analyze.
Prices: Free with a Google account.
Advantages
- Completely free, with no restrictions on form creation or responses
- Seamlessly integrates with other Google services such as Google Sheets
- Simple, intuitive interface with real-time response tracking
- Supports collaborative form creation and sharing
Disadvantages
- Limited customization options for branding and design
- Poor data security for sensitive information
- It lacks advanced features such as conditional logic and payment processing
- Fewer integrations with external platforms compared to premium form builders
What I like: I like how easy this tool is to use, with no limits on responses or number of forms.
Google Forms offers limited design customizations, making forms created on it look less professional. This form builder tool is best suited for quick surveys or tests, rather than a lead capture form on your website.
Avoid collecting medical or financial information through Google Forms as they are not intended to securely store personal information.
9. Written form
Even if you didn’t know it was coming from Written formYou’ll likely recognize the tool’s innovative approach of asking one question at a time. This approach is mobile-friendly, reduces cognitive load, and increases the chance of completion.
Prices: Free plan available, paid plans start at $25 per month.
Advantages
- User-friendly forms with a conversational format, one question each
- Customizable theme options
- Integrates with many apps like Google Sheets, Slack and Zapier
- Supports conditional logic and payment collection
Disadvantages
- The free version is limited in terms of answers and features
- A learning curve may be required for users unfamiliar with the conversation format
- Custom branding and advanced analytics are hidden behind higher-tier paid plans
I used Typeform to create simple surveys for my book club and found it easy and quick. However, it’s easy to outgrow the free version, which limits you to just 10 responses per month.
What I like: Typeform has excellent logic and branching features that make it ideal for customer surveys and user research. If you want to create a form with an engaging and straightforward user experience, this tool is a solid option.
10. Shape Stack
Shape stack has developed a SaaS platform focused on doing one thing well: forms. The tool’s best features include smart forms, built-in workflows, and seamless integrations with Amazon S3, Stripe, PayPal, Microsoft, and Salesforce.
Prices: The plans begin at $83 per month.
Advantages:
- Versatile form builder with advanced features such as conditional logic and calculations
- Strong integrations with CRM, payments and marketing platforms
- Robust data collection and analysis tools
- HIPAA compliant forms for use in healthcare
- Security features including compliance with SOC 2, GDPR and credit card fields
- Designed for accessibility with Section 508 and WCAG compliance
Disadvantages
- For smaller businesses or users who need basic functionality, prices can be high
- Steeper learning curve compared to simpler form builders
- Some users may find the interface less intuitive than competitors
While more expensive than other alternatives, Formstack offers robust data security with SOC 2 certification and HIPAA compliance. Powerful features include collecting signatures, saving draft forms, and data forwarding.
What I like: Formstack’s A/B testing tool compares different versions of your form to see which performs better. The tool also offers electronic signatures and payments, and users can save their form drafts and return to finalize them.
11. SurveyMonkey
SurveyMonkey is an online survey platform that allows users to create and distribute surveys, collect responses and analyze data.
It is popular among businesses, educational institutions, and nonprofit organizations to gather insights and improve decision-making.
Prices: Free plan available, with Paid plans begin for $25 a month.
Advantages:
- User-friendly interface with a variety of customizable templates
- Robust poll logic features, including jump logic and branching
- Powerful analytics and reporting tools for data analysis
- Integrates with many apps including CRMs and email marketing platforms
Disadvantages
- The free version offers limited features and answers per survey
- A paid subscription is required for advanced features
- The design options are less flexible compared to competitors
What I like: SurveyMonkey offers a variety of templates and question types, including multiple-choice questions, open-ended questions, and rating scale questions.
The platform integrates with many other tools, including CRMs, email marketing services, and productivity apps. A question bank and AI functions help you create a survey quickly and safely.
I was also impressed with SurveyMonkey’s analytics and reports. Dashboards visualize your data in real time and the platform informs you about the average completion rate and time to completion.
Your Form Builder tool options are Endless
Most form builders offer all the essential elements needed to create a basic form, but not all of them offer customization, data security, and deeper data analysis. Ultimately, the best forms tool for you depends on your team’s purpose and unique business needs.
I want to highlight Formstack for large enterprises. A little more expensive, but with lots of design options and safety features, I think it will meet your needs and offer a lot of value.
And I want to highlight HubSpot’s form builder because it’s feature-rich and can scale with your business. Startups and small businesses can start with the free plan and move up as your business needs grow.
With the right form, you can collect leads, get feedback, and grow your business.
Editor’s Note: This post was originally published in April 2019 and has been updated for completeness.