The 11 Best Online Form Builders in 2023

Last Updated on January 20, 2023 by Alex Birkett

From focused founders to meticulous marketers, everyone needs a form builder to bolster their lead generation.

But thanks to the dizzying array of custom form builders, WordPress plugins, and form building add-ons available online – that all come with their own unique features – choosing the right one can be confusing.

To save you time, I’ve created a list of the best online form building software.

Whether you’re looking to improve your landing pages, revamp registration forms, crank up conversion rates, or collect customer feedback, you’ll find a form creator in this list that meets your needs.

The 10 Best Online Form Builders

  1. Hubspot’s Free Online Form Builder
  2. JotForm
  3. 123 Form Builder
  4. Typeform
  5. Google Forms
  6. Gravity Forms
  7. Paperform
  8. Cognito forms
  9. Ninja Forms
  10. Formstack
  11. OnePageCRM

1. Hubspot’s Free Online Form Builder

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HubSpot’s free form builder balances a user-friendly interface, strong customization, and efficiency-driven integration. The tool lets you “collect up to 1000 form fields” and different field types – all for free.

Key features:

  • Integrates with all the HubSpot tools you use for marketing, sales automation, lead management, and analytics
  • Routes leads who fill out your contact form directly to your HubSpot CRM
  • Enriches the data of contact profiles for efficient lead scoring and qualification

Cost: Most of the features are free. Advanced features like A/B split testing, lead scoring, adaptive fields, and extra customization options are available in the Professional ($800/month) and Enterprise ($3200/month) plans.

Best for: Fast-growing businesses or marketing teams who want tight integration between their form builder, CRM, and their critical marketing tools.

2. JotForm

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With over 10,000 available form templates in 18 languages, JotForm is the drag-and-drop form builder for you if global reach, online payments, and customization are your main priorities.

Key features:

  • Offers a feature-packed form designer for creative, aesthetically appealing forms
  • Supports 100+ widgets that let you collect digital signatures, implement progress bars, send surveys, embed polls, and create order forms
  • Payment integration with over 30 payment processors to support debit/credit card and ACH payment forms

Cost: Among other restrictions detailed on their pricing page, the free version limits you to 100 monthly forms and 10 payment submissions. These privileges are increased with their paid plans, which start at $24/month.

Best for: International eCommerce businesses and large sites that need well-designed forms that can collect payments and gather customer feedback.

3. 123 Form Builder

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As one of the first online form builders to hit the market, and with over 200 million form submissions to date,123 Form Builder earns its place among the three best form builders available today.

It is the most popular form builder on Wix, and specializes in capturing critical client/customer information without bloating workflows with burdensome data capture tools.

Key features:

  • Offers graphical reports for data mining and plenty of integrations for automating data collection
  • Protects your web forms with SSL, Captcha, and other protocols and encryptions
  • Provides responsive live chat customer support

Cost:  The basic plan is free. Paid plans start at $24.99/month.

Best for:  Ecommerce businesses and large organizations that need to automate and maximize their data

4. Typeform

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Ever filled out a form that feels like it will force you to sleep?

Typeform ensures that when people interact with your forms, they avoid the same fate.

Its unique approach to form data capture sets it apart from other advanced and basic form builders. By delivering one question at a time, it excels at creating an immersive, innovative experience for users who fill out your forms. This makes it a great option for interactive surveys, applications, and questionnaires.

Key features:

  • Offers Logic Jump, a conditional logic feature that can automatically insert, remove, or alter questions based on a user’s response
  • Supports personalization to users by name. You can also segment users by channel
  • Integrates with HubSpot, Salesforce, and even allows Facebook Pixel and Google Tag Manager tracking

Cost: Typeform offers a free plan to give you “a taste” of their unique features. Paid plans start at $35/month.

Best for: Product or service providers with informal brands who want engaging and interactive single or multi-page forms.

5. Google Forms

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Fast, free, and minimalistic are three words that summarize Google Forms’ unique attributes.

Compared to other online form builders, it makes adding multiple-choice or drop-down questions, tweaking settings, and changing themes relatively painless and quick.

Google Forms is not the most customizable form builder on the market, but it’s surprisingly simple to use and automatically translates responses into Google Sheet form.

Key features:

  • One of the only form builders to offer “conditional logic” (a premium feature in most form builders) for free
  • Makes it easy to collaborate with multiple users on a single Google Form
  • Allows file uploads from respondents within your surveys or questionnaires (another feature that some form builders put behind a paywall)

Cost: Google Forms is free for everyone, you just need a Google account.

Best for: Simple surveys and questionnaires that don’t require customization.

6. Gravity Forms

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Integrating into the back end of your site to simplify form creation, Gravity Forms is focused on helping you create amazing WordPress forms.

It’s a well-balanced form builder for the price, and delivers the functionality you’d expect from most form builders while hosting all the form-building tools you need in one easy-to-access space.

Key features:

  • Uses conditional logic to tailor forms to individual responses
  • Has an intuitive visual editor that simplifies the process of embedding forms on WordPress
  • Integrates with HubSpot and Zapier for easier data and lead management

Cost: While you can sign up for a demo account, there is no free option. Paid plans start at $59/year. Monthly payment options are not available.

Best for: WordPress-hosted sites that want a well-rounded and cost-effective form builder.

7. Paperform

Paperform is the place small business owners and entrepreneurs can go to for all their needs. Onboarding, payments, running events, getting to know their customers better. Whether you need to create advanced complex forms or beautiful eye-catching lead generation quizzes. With its no-code editor and over 3,000 integrations, you don’t have to pick between beauty or brains.

Their smart features, beautiful, fully customizable forms and superior customer service makes it an all-in-one tool to automate workflows and simplify work.

Key features:

  • Use a drag-and-drop user interface to fully customize form elements. This includes media editing, typography and themes.
  • Advanced functionality such as custom pricing, calculation field, conditional logic and custom HTML or CSS options.
  • Accepts online payments from popular payment gateways such as Stripe, Paypal, Braintree, and Square
  • Automate workflows with over 60+ integration categories project management, analytics tools, payment processing and customer support.

Cost: Tiered plans start at $20/month (paid annually) for access unlimited forms, 10,000 views and 1,000 submissions. Prices go up to $40 for “Professional” or $135 for “Agency” plans. You can try the product free for 14 days.

Best for: Small business owners and teams looking to cut down on busywork, automate workflows and simplify their lives.

8. Cognito Forms

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In the world of online form builders, Cognito Forms is the king of conditional logic features.

If you’re looking to create “smart” forms that “react” in real-time, the form builder’s logic branches and industry-specific templates will come in handy.

Key features:

  • Enables complex in-form calculations that can total costs, factor measurements, compare data, and more
  • Lets you accept PayPal, Stripe, or Square payments with the free plan
  • Makes customizing forms easy with a simple drag-and-drop interface

Cost: They offer a generous free plan that allows one user to create an unlimited number of forms, store up to 100MB of data, and accept payments. Paid plan pricing ranges from pro ($10/month) to enterprise ($99/month).

Best for: Large organizations (in any industry) with advanced data collection and calculation needs.

9. Ninja Forms

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Ninja Forms is a drag-and-drop WordPress form building tool that claims to be “100% beginner-friendly” while supporting advanced form building features.

The tool is similar to its competitor Gravity Forms, but has a beginner-oriented UI and also comes with a 14-day refund guarantee.

Key features:

  • Dedicated customer support on all plans
  • Conditional logic and multi-step forms
  • Fully responsive and mobile-friendly

Cost: Plans start at $99/year for individuals and go up to $500/year for agencies.

Best for: Busy teams and agencies that need to constantly build complex forms and don’t want to rely on developer support.

10. Formstack

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Compliance is the name of the game with Formstack. The cloud-based form building tool empowers you to create customizable forms in tightly regulated industries without needing to code.

Key features:

  • A user-friendly interface that supports complex customization
  • Has HIPAA, GDPR, and PCI compliant forms to meet global industry regulations
  • Offers conditional logic, multi-step forms, and supports multiple payment processors

Cost: Plans start $19/month and go up to $208/month. You can trial all plans for free for 14 days.

Best for: International healthcare, government, and media organizations.

11. OnePageCRM Web Forms

OnePageCRM Web Forms have a unique functionality: all submissions coming through these online forms are given an automatic reminder or a task with a due date. For example, you can set a reminder to follow up with an introductory email for every incoming submission.

Besides, there’s no limit on the number of submissions you can get.

Key features:

  • Collect unlimited submissions that will be saved directly to your CRM account with an automatic reminder added next to them.
  • Save time on building online forms with a simple drag-and-drop interface and custom fields.
  • Create custom layouts for free and match the design of your web forms with your brand identity.

Cost: These Web Forms are free for OnePageCRM users. The pricing for OnePageCRM starts from $9.95/month and includes not only Web Forms, but a few other lead generation and lead qualification tools.

Best for: Small businesses and solopreneurs who are looking for a simple solution and want to make the most of every online submission.

How To Choose The Right Form Builder For You

With a wide range of tools, software, and plugins, all with their own niche features and specialties, making the right choice can be daunting, so start with the process of elimination.

Whittle your options down to the tools that match your budget and meet the needs of your business.

If you need an all-round form builder that integrates with your marketing tools, for example, go with Hubspot. If you need one that’s conversational and “hip”, go with Typeform.