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6 Best Online Form Builders for Lead Generation 2023

Written By

Feb 22, 2023

2 minute read

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Online form builders are software that help salespeople build and deploy customized forms that capture lead information such as email addresses, names, and phone numbers. The top online form builders typically offer a drag and drop editor, templates, customization options, conditional logic, post-submission automations, and reporting capabilities. To help you pick the right tool, we scored several of the best ones and wrote about their use cases, pricing, and core features.

Here are the six best online form builders for salespeople:

Jotform: Best overall form builder for pricing and features (free starting price)
Zoho Forms: Best online form builder for app integrations (free starting price)
Typeform: Best online builder for designing attractive forms (free starting price)
EngageBay All-in-One: Best form builder for reliable support (free starting price)
HubSpot CRM: Best free CRM with an online form builder (free starting price)
Formstack: Best online form builder for webform analytics (14-day free trial)

How We Evaluated the Best Online Form Builders

To determine the best online form builders available, we created a scoring rubric with six weighted categories, each with its own set of subcriteria. Next, we scored 10 of the most popular online form builders and found the six with the highest overall scores, including one overall winner. We also assigned each one a use case based on its performance in certain categories.

Evaluation Criteria

First we looked into each tool’s core features, focusing on the ones that help you generate leads. Next, we scored them on pricing to make sure they’re affordable for users, and on integrations to ensure that you can connect them with your key marketing tools. Finally, we assessed each tool’s customization capabilities, with ease of use and customer support rounding out our evaluation.

Methodology weights

Core Features 25%

Cost 20%

Integrations 20%

Customization 15%

Ease of Use 15%

Customer Support 5%

Note: All per-user prices are with a one-year commitment unless noted.

Although some tools won certain categories, overall, we found that Jotform offers the best overall value for those seeking an effective web form builder. Read on to see how each did in terms of core features, pricing, and primary use cases.

Jotform: Best Overall for Features & Pricing

Jotform is an easy-to-use form builder with an impressive feature set and affordable pricing.

Price Range: Free to $99+ per user, per month

Overall Rating

4.3

Core Features

4.6

Cost

3.9

Integrations

4.7

Customization

4.4

Ease of Use

5.0

Customer Support

2.5

Pros

30-day money-back guarantee
10,000+ customizable templates
Zero commitment

Cons

100 monthly submissions on free plan
No on-demand phone support
Plans accommodate just one user

Jotform is an online form builder that allows you to quickly create branded forms that capture important lead data. With over 10,000 pre-built templates to choose from and an intuitive drag-and-drop editor, it’s one of the easiest form builders to use. Best of all, its free version provides all the features needed to build and embed powerful forms, from conditional logic to smart automations, plus key integrations with CRMs, marketing software, and other tools.

Although Jotform is an excellent form builder, it doesn’t come with a built-in CRM and the useful features that come with one, such as email marketing and contact management. For that functionality, check out HubSpot CRM, which is free and also has a good form builder.

Jotform Pricing

Free Version: Supports all features (1 user, 5 forms, and 100 monthly submissions)
Bronze: $34 per user, per month (25 forms, 1,000 monthly submissions)
Silver: $39 per user, per month (50 forms, 2,500 monthly submissions)
Gold: $99 per user, per month (100 forms, 10,000 monthly submissions)
Enterprise: Call for quote (unlimited users, forms, and monthly submissions)

Jotform Key Features

Form Templates: Access 10,000+ templates for different form types and industries.
Form Builder: Quickly build branded forms from scratch or from a specific template.
Form Fields: Use 13 different fields, including pre-populating and email validation fields.
Integrations: Connect Jotform with your CRM and the rest of your martech stack.

Zoho Forms: Best for App Integrations

Zoho Forms is Zoho’s online form builder that connects with other useful Zoho and third-party apps.

Price Range: Free to $90 per month

Overall Rating

4.2

Core Features

4.2

Cost

4.3

Integrations

4.8

Customization

4.1

Ease of Use

4.2

Customer Support

3.2

Pros

500 monthly submissions on free plan
Cancel anytime you want
Access to numerous app integrations

Cons

3-form limit on free plan
Pay to remove Powered by Zoho footer
Limited form design

Zoho Forms is a form builder that allows you to create quality web forms. Alongside crucial form-building features like templates, Forms also integrates with Zoho's 11 other tools, such as Zoho CRM, our top marketing CRM, to create automations that trigger when forms are submitted. For example, you can have any data captured in a form go automatically into Zoho CRM, or auto-add new leads to an email list in Zoho Campaigns, its email marketing software.

Although Zoho Forms is a great form builder, it suffers a bit in the design department. For a form builder that’s focused on helping you build beautiful forms, check out Typeform, which also has many useful integrations.

Zoho Forms Pricing

Free Version: Supports most features (1 user, 3 forms, 500 monthly submissions)
Basic: $10 per month (1 user, unlimited forms, 10,000 monthly submissions)
Standard: $25 per month (10 users, unlimited forms, 25,000 monthly submissions)
Professional: $50 per month (25 users, unlimited forms, 75,000 monthly submissions)
Premium: $90 per month (100 users, unlimited forms, 150,000 monthly submissions)

Zoho Forms Key Features

Zoho App Integrations: Automate workflows by integrating with Zoho’s 11 other tools.
Drag and Drop Builder: Quickly build and design your forms with its intuitive editor.
Form Analytics: Report on metrics like conversion rate to track form performance.
Save and Resume: Leads can save their partially completed form and finish it later.

Typeform: Best for Designing Attractive Forms

Typeform is an online form builder with powerful design features like a built-in photo library.

Price Range: Free to $83 per month

Overall Rating

4.1

Core Features

4.6

Cost

3.3

Integrations

4.7

Customization

4.6

Ease of Use

4.2

Customer Support

2.2

Pros

HubSpot & Salesforce integrations
Conversational (multi-card) forms
Plenty of customization features

Cons

Below average customer support
10 submissions per month on free plan
Limited feature access on Basic plan

Typeform is an online form builder that helps salespeople build customized, conversational (aka multi-card) forms, surveys, and quizzes with striking designs. Its built-in photo and video libraries allow you to add visual elements to your forms for a better respondent experience, and its custom layouts and themes empower you to brand your form and make it pop. It’s a great option if you want to really impress your leads with vibrant and interactive forms.

While Typeform is the best when it comes to building attractive, multi-card forms, its free plan is a bit stingy in its submissions per month, offering only 10. For a more generous free plan, check out Jotform, our overall winner.

Typeform Pricing

Free Version: Supports most features (1 user, unlimited forms, 10 monthly submissions)
Basic: $25 per month (1 user, unlimited forms, 100 monthly submissions)
Plus: $50 per month (3 users, unlimited forms, 1,000 monthly submissions)
Business: $83 per month (5 users, unlimited forms, 10,000 monthly submissions)

Typeform Key Features

Photo and Video Library: Add beautiful photos and engaging videos to your forms.
Brand Kit: Upload logos, make color palettes, and build themes your team can use.
Conversational Forms: Create engaging forms that ask one question per card.
Logic Jumps: Ask questions based on the recipient’s answers so far.

EngageBay All-in-One: Best for Reliable Support

EngageBay is a marketing, sales, and service CRM with a robust online form builder.

Price Range: Free to $110.39 per user, per month

Overall Rating

4.0

Core Features

3.5

Cost

4.5

Integrations

4.2

Customization

3.2

Ease of Use

4.6

Customer Support

4.5

Pros

24/5 email & chat support
Free version
Platform is easy to use

Cons

10-form limit on free plan
No mult-card forms
Limited form templates

EngageBay All-in-One is a CRM for sales, marketing, and support that comes with an online form builder for creating embedded and pop-up forms. Unlike most other tools on this list, you get 24/5 live chat and email support (responses in 30-60 minutes). You can also schedule a call with their team, or peruse their form-related video tutorials in the knowledge base. With this top-notch customer support, you can quickly and painlessly solve any issues with your forms.

EngageBay All-in-One is great if you’re looking for stellar support, but it doesn’t offer as much in terms of form templates. For a tool with dozens of templates, as well as solid customer service, check out Zoho Forms.

EngageBay Pricing

All-in-One Free Version: Supports 15 users as well as 5 pop-up and 5 embedded forms
All-in-One Basic: $13.79 per user, per month (maximum of 10 pop-up and 10 embed forms)
All-in-One Growth: $59.79 per user, per month (maximum of 50 pop-up and 50 embed forms)
All-in-One Pro: $110.39 per user, per month (unlimited pop-up and embed forms)

EngageBay All-in-One Key Features

Support Options: Schedule a call or use 24/5 email and live chat customer service.
Form Builder: Use the drag-and-drop editor to easily build pop-up and embed forms.
Instant Alerts: Have the right team member receive alerts when forms are submitted.
Form Analytics: Run reports on your forms to find areas for improvement.

HubSpot CRM: Best Free CRM With a Form Builder

HubSpot CRM is a top free CRM with a diverse feature set that includes an online form builder.

Price Range: Free to $3,600 per month (Marketing Hub)

Overall Rating

3.8

Core Features

3.7

Cost

4.0

Integrations

4.7

Customization

3.4

Ease of Use

3.5

Customer Support

3.2

Pros

Access marketing, sales, & CMS tools
Integrates with popular software
Drag-and-drop form builder

Cons

Must upgrade for form automations
Setup can be time consuming
Limited form templates

HubSpot CRM is a free CRM that provides users with an online form builder along with tools for sales, marketing, customer service, CMS, and operations teams. With its drag-and-drop editor, create custom forms that match your brand’s guidelines and include the fields you need. All data collected is routed to your HubSpot CRM, where you can manage your leads, send them nurturing emails, place calls to them, and track all of this activity under their contact records.

Although HubSpot CRM has an excellent free CRM and form builder combo plus premium upgrades into Marketing Hub, its customer support isn’t top-notch. If reliable customer service is something you value highly, check out EngageBay All-in-One, also a robust free CRM.

HubSpot CRM Pricing

Free Version: Supports unlimited users
Marketing Hub Starter: $45 per month for unlimited users (1,000 contacts)
Marketing Hub Professional: $800 per month for unlimited users (2,000 contacts)
Marketing Hub Enterprise: $3,600 per month for unlimited users (10,000 contacts)

HubSpot CRM Key Features

Free CRM Tools: Access lead management, call tracking, a landing page builder, etc.,
Form Builder: Use a drag-and-drop editor to quickly create customized forms.
CRM Data Sync: Find all submitted data under the related contact in your CRM.
Form Automations: Trigger email follow-ups and other actions if a lead submits a form.

Formstack: Best for Form Analytics

Formstack offers an online form builder with nice reporting features like Form Field Bottlenecks.

Price Range: $50 to $225+ per month (14-day free trial)

Overall Rating

3.7

Core Features

4.4

Cost

2.7

Integrations

4.6

Customization

4.1

Ease of Use

3.3

Customer Support

1.8

Pros

Build forms with conditional logic
Advanced form analytics features
Drag-and-drop editor

Cons

Somewhat unreliable customer service
Costs more than other form builders
No free version

Formstack is workflow automation software that offers a drag-and-drop form builder with strong analytics features that help you optimize your conversion rates. With its Form Field Bottlenecks feature, identify fields causing leads to drop out and spot opportunities to increase conversions. Additionally, you can easily build custom visual reports and use the UTM tracking feature to discover which of your campaigns are leading to form conversions.

Although Formstack has some of the best analytics features around, it doesn’t offer a free version. For a free builder with quality analytics functionality, look into Jotform, our best overall online form builder.

Formstack Pricing

Forms Starter: $50 per month (includes 1 user, 20 forms, 1,000 submissions per form)
Platform Teams: $225 per month (includes Document Generation and e-Sign products, 3 users, 25 forms, 2,000 submissions per form)
Enterprise: Call for quote (custom submissions, users, and more)
Free Trial: 14 days

Formstack Key Features

Form Field Bottlenecks: Spot and fix the fields causing form abandonment.
UTM Tracking: Know which campaigns are driving the most form conversions.
Conditional Logic: Create forms that hide or show fields based on a user’s answers.
Custom Branding: Build forms with your colors, logo, and other design elements.

Bottom Line: Best Online Form Builder

A high-quality online form builder will make it easy for you to create custom forms that capture valuable lead information via your website, emails, social media, and other channels. Many companies offer free form builders while keeping advanced features and larger submission counts behind paid plans. For more related tools to collect lead info, check out our article on the best lead capture software.

Sam Rinko

Sam is a former SaaS sales rep turned freelance writer. He spent his career selling real estate technology to C-suite executives before switching over to blogging, where he now covers sales, marketing, and small business topics. Sam specializes in lead generation, lead nurturing, and deal closing articles for Selling Signals. When he’s not researching the latest sales trends, he’s either penning short stories, hiking, or reading in NYC’s Washington Square Park.

6 Best Online Form Builders for Lead Generation 2023

How We Evaluated the Best Online Form Builders

Evaluation Criteria

Bottom Line: Best Online Form Builder

Sam Rinko

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