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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:
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.
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 is an easy-to-use form builder with an impressive feature set and affordable pricing.
Price Range: Free to $99+ per user, per month
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.
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
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.
Typeform is an online form builder with powerful design features like a built-in photo library.
Price Range: Free to $83 per month
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.
EngageBay is a marketing, sales, and service CRM with a robust online form builder.
Price Range: Free to $91.99 per user, per month
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.
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)
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.
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)
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.
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.