The 20 Best Online Form Builders in 2021

/ marketing / 20 min read
Jack Delaney

Table of Contents

There have never been more options when it comes to products and services. This makes it hard to know what’s right for your business, whether you’re buying coffee for the break room or building an online form.

At Paperform we aren’t coffee experts, but we do know what goes into a great form builder.

But let’s face it: to the naked eye, most form builders look very similar. So how do you select the right tool? Does it matter? Or should you just close your eyes, pick one at random, and hope for the best?

It absolutely matters. Just as two carpenters can fashion different things from the same material, you’ll find that each online form builder has small differences that add up.

That’s why we have curated a list of the 20 best online form builder tools to explain what makes them great and help you choose the best one for your needs.

The 20 Best Online Form Builder Tools In 2021

  • Paperform for creating beautiful, versatile forms that fit your brand.
  • HubSpot Form Builder for users of HubSpot's free CRM.
  • Typeform for immersive conversational forms with great design.
  • Leadformly for forms focused on lead generation.
  • Google Forms for quickly creating powerful online forms for free.
  • JotForm for its expansive library of free templates.
  • Wufoo for creating simple forms and generating reports without spreadsheets.
  • Formstack for collecting data across highly regulated organizations.
  • FormBakery for responsive forms you can adapt with your own code.
  • Conversational Form for an engaging alternative to traditional forms.
  • Formsite for easy e-commerce and secure data collection.
  • Gravity Forms for building forms for your WordPress website.
  • Cognito Forms for creating unlimited free forms.
  • MightyForms for drag-and-drop creation and real-time data capture.
  • 123Formbuilder for automating your workflow and team collaboration.
  • Pabbly Form Builder for creating one or two forms with unrestricted features.
  • Forminator for quizzes and unique forms on WordPress.
  • Microsoft Forms for collecting and analyzing data in Excel.
  • FormKeep for manually controlling your form's back-end.
  • Zoho Forms for mobile forms that integrate with the Zoho suite.


For creating beautiful, versatile forms and pages that fit your brand and can take payments.

Paperform was born of the belief that online forms shouldn’t be a boring formality - they should be as beautiful and unique as you are.

Forms should be surrounded by engaging copy, themed to match your brand and displayed in a way that becomes an extension of your business. This not only makes for a better experience, but also leads to more responses and sales.

Creating web forms with Paperform’s unique editor is as easy as writing a doc. Start typing to build your form, tap enter to move to a new line and use submenus to insert images or videos, transform text, add questions and much more.

There's no technical knowledge required. With more than 22 question types, conditional logic, the ability to take payments, make bookings and insert e-signatures, Paperform’s tools redefine what forms can do.

Don’t have the time to start from scratch? Choose from over 500 pre-made templates - from simple registration forms to purchase orders and restaurant reservation forms. Seamlessly embed forms on your website or share them with your own custom URL.

From your in-built dashboard you can set up custom emails, create tailored success pages and break down your submission results with Paperform Analytics. Save time by automating your workflow with over 3,000 in-app and Zapier integrations with popular tools like MailChimp and Trello.

Pricing: Plans start at $15/month which gives you unlimited forms, up to 1,000 submissions, file uploads, direct integrations and more.

HubSpot's Form Builder

For users of HubSpot's free CRM.

At first glance, HubSpot’s form builder seems like a basic option. But when combined with the rest of their excellent marketing, sales and customer service software, you'll find it's a deceptively powerful tool.

HubSpot’s builder behaves like most other drag-and-drop tools. Choose from up to 1,000 form fields, drag your questions onto the page and move boxes around to make things look nice. It’s simple to find what you need, whether it’s a text dropdown or a checkbox.

The real magic happens once someone fills out your form. Their information is automatically sent to HubSpot CRM. Not only does this simplify your workflow, it helps you leverage customer data for your marketing strategy.

The CRM is your one-stop-shop for contact management. Here you can plan tasks, personalize follow-up emails and trigger processes based on how people complete your forms.

If you already use HubSpot’s marketing tools or are looking for a CRM solution, HubSpot’s form builder is an excellent solution for you.

Pricing: Free for all users and included as part of any HubSpot paid plan.


For well-designed, engaging conversational forms and surveys.

At Typeform you won't find any dull pages full of bland questions. Design is king. The Spanish-based company specializes in displaying one question at a time, making the submission process feel as conversational and intimate as a candlelit dinner.

Typeform’s excellent design starts with its form builder app. It’s easy to create your custom form by changing fonts, adding cover pages and uploading brand assets and videos. The process is intuitive and within a few minutes you’ll have built your own immersive full-screen experience.

The forms are easy to use too. Respondents just navigate with a combination of keyboard and mouse commands, and on mobile the experience is even better. While the kind of forms Typeform specialise in don't work for all types, they don't try to.

For example, you wouldn't want to use it for long question and response forms, or for collecting complex data, but you’ll be hard pressed to find a better tool for making surveys and questionnaires that keep audiences engaged.

With Typeform Professional you get extra features like Zapier integrations and some analytics tools, but the free version gives you plenty to get started.

Pricing: Free for up to three forms, with paid options starting from $35/month.


For high-converting lead generation forms.

A website that doesn’t generate leads is like a birthday party without any presents. It doesn’t make any sense. Leads mean customers and customers mean money in the bank.

Leadformly aims to help you create lead generation forms (it’s right there in the name). Where most tools concentrate on making the form building process easy, Leadformly focuses on making it easy to build high-converting forms.

The difference is that Leadformly's templates have been tested for specific uses. For example, if you're a marketer looking for a signup form, Leadformly not only has a template for you, it'll also have been through A/B testing to make sure it works.

This feature has the dual benefit of saving you time and taking some of the guesswork out of lead generation. With Leadformly you also have built-in form analytics, so you can analyze form data, see your conversion rates, and examine how users respond to your questions.

It's one of the pricier builders on this list, but judging by the results of their clients, if lead generation is your main concern it might just be worth the investment.

Pricing: Starting at $37 for up to 250 leads per month.

Google Forms

For quickly creating powerful online forms for free.

You would be forgiven for not expecting much from a free online form builder. But when it comes to free online software Google sets a high bar.

Google Forms makes it easy to quickly create and customize basic forms and surveys that can be embedded on web pages, or accessed with a direct link. The form builder is responsive and includes all the question types you would expect, like short answers, multiple-choice and checkboxes.

While you can’t accept payments, you can add images and videos and use basic conditional logic to change the questions people see based on the answers they give. The design isn’t going to reinvent the wheel, but Google Forms look better than many paid offerings out there.

Of course, the main benefit of using Google Forms is Google Sheets integration. You can easily export your data to a spreadsheet to make custom reports and analyze your data.

If you’re wanting to sell something on your website then there are better options, but if you need a quick survey or basic registration form, you can’t go past Google Forms.

Pricing: Free with a Google account.


For its expansive library of free templates.

JotForm has been around for over ten years. With more than 10,000 form templates available in 18 languages, it’s safe to say they know what they’re doing.

You’ll find that JotForm puts a greater emphasis on customization than a tool like Google Forms. Be careful - it's easy to lose hours tweaking colors and picking fonts.

That's before you get to the 100+ widgets, which allow you to do things like accept payments, collect e-signatures and add useful features like a progress bar.

If you’re not the type to spend hours picking out a font, head straight for the template library. It’s got everything a time-starved entrepreneur or small business owner could need - from contact forms to marriage certificates (hey, you never know).

You can download responses to an Excel spreadsheet, an HTML table, or a visual report. There's even the option to set up an RSS feed so you can check responses in real-time on the go.

The free plan is limited and forms are branded with the JotForm logo, but it's a great way for small businesses to get started.

Pricing: Free for up to five forms and 100 monthly submissions, with paid plans from $24/month.


For generating graphics and reports without spreadsheets.

Wufoo is part of SurveyMonkey, one of the earliest web apps dating back to the nineties. Like most things from the nineties, it looks a bit outdated now and has many modern alternatives, but appearances can be deceiving.

What it lacks in modern design it makes up for with functionality. It’s easy to edit and customize forms to your liking. You can base your design on one of the 400+ templates available or add your own CSS code to really make it your own.

Integrations allow you to export your data to spreadsheets or send it to various other business tools through Zapier. Wufoo even has its own report generator that allows you to generate graphical reports without opening a spreadsheet - a great option for anyone who shivers when they hear the word 'Excel'.

You have to pay for some of the best features, like Google Analytics tracking or the ability to accept payments with PayPal, but prices are fair and you’ll see plenty of additional benefits.

Pricing: Free for five forms (with limited features) with plans starting at the very specific price of $14.08/month.


For collecting data across highly regulated organizations.

Formstack provides professional forms for regulated businesses. Form types are simple, well-designed and tailored to help organizations with workflow automation.

From the drag-and-drop editor to the ability to use conditional logic and electronic signatures, it has everything you need to build a powerful form. There's an emphasis on collaboration too, so you can allow multiple team members to collect, review and edit forms.

What FormStack lacks in variety it makes up for when it comes to compliance, as it specializes in HIPAA and GDPR compliant forms to enhance security, gather data securely and prioritise accessibility.

The collaborative and compliance features make Formstack the perfect option for healthcare organizations, business administration and human resources. And once you've collected data you can use the built-in analytics to gain insights and optimize your processes.

Formstack is a great way for organizations to simplify workflows, increase conversions and save precious time through automation.

Pricing: Plans start at $19/month for one user, five forms and up to 700 submissions.


For simple forms you can host on your own server.

FormBakery is unique because they give you the source code of your form to use on your own server. If you’re tech-savvy then that might be right up your alley. But if the closest you’ve come to a code is reading ‘The Da Vinci Code’, then you might want to skip this tool.

The idea is simple. You build your form with a standard drag-and-drop editor and have it up and running in a few minutes. Once you’re done you’re given access to the code in HTML, CSS, or JavaScript.

All that’s left is to add it to your website. Then, when someone submits a form the responses will arrive in your email inbox, neatly formatted and ready to interpret.

FormBakery is a fantastic tool if you want to build a simple form that you have ultimate control over. However, if you’re looking to build a more advanced form, your ‘dough’ will be better spent elsewhere.

Pricing: Starting at $19 for one royalty-free license forever.

Conversational Form

For a unique personal alternative to traditional forms.

Another form that requires some coding savvy, Conversational Form is an open-source platform that lets you transform a standard web form into a chatbot.

The tool was developed by Space10 with the aim of making forms that people can engage in an intuitive way. It’s similar to Typeform, only rather than focusing on immersion, it makes forms feel more like a casual text message thread or social media conversation.

You can build dynamic conversational experiences with their API, customize it with SCSS to fit your brand, and build multiple diverging paths and outcomes to make the experience more personalized.

Conversational Form isn’t great for creating things like payment forms or other more technical uses, but it’s an extremely effective way to gather customer feedback and drive engagement. (And it just looks cool).

Pricing: Free and open-source.


For ensuring your sensitive form data is secure.

Formsite has been around since 1999. While Britney Spears is no longer topping the charts and VHS tapes are long gone, 21 years later it's still a powerful form builder.

Where Formsite stands out is helping you collect sensitive information. It lets you encrypt text in specific form fields, which means responses are unintelligible to anyone without the right permissions.

This added security lets you directly accept credit card information in your form. But don't worry, there's also payment integration with companies like PayPal and Stripe.

Another useful feature is the ability to reuse blocks, so you don’t have to make the same thing over and over again for different forms. You can also link forms together. This is particularly handy if users are filling out multiple forms, so they don’t have to fill out the same information every time.

Once responses are submitted you can use the built-in data visualization tools to export graphs and tables, or publish them for people to access or download online.

A downside of Formsite is that costs can add up. Even their priciest plan is limited to 100 forms per month, so be careful if you’re looking to make forms in bulk.

Pricing: There is a free version available and paid plans start at $19.95/month.

Gravity Forms

For building powerful forms for your WordPress website.

Gravity Forms is exclusively dedicated to helping you make an excellent WordPress form. Seeing around 35 percent of the internet is powered by WordPress, it's a very popular tool.

As a WordPress plugin, Gravity Forms integrates into the back end of your website to make form creation easy. Just add it from the directory and in a few clicks you’ll be up and running. Most forms on this list, including Paperform, can be embedded with WordPress, but Gravity Forms keeps everything in the same place.

While it's not the most advanced form builder, it delivers solid functionality for a fair price. If you need to go beyond the basics, the Elite license gives you plenty of perks.

Not only do you get unlimited forms for unlimited sites, you can access more add-ons like polls, quizzes, payment integrations and even user registration options.

There are better options for things like advanced full-page forms, but if you're a WordPress user looking for something basic, Gravity Forms is the natural choice for you.

Pricing: Starting at $59/year for the basic license which includes unlimited forms for a single website.

Cognito Forms

For creating unlimited powerful forms without paying a cent.

Cognito Forms make it easy to create unlimited forms with advanced functionality. It is also one of the rare companies that offer excellent features in the free version, from Stripe payments to file uploads and conditional logic.

Of course, some of the best features are saved for Pro users. You’ll have to pay for useful things like custom document templates, Zapier integration, analytics and the ability to save unfinished forms to finish later.

As for the form builder, Cognito Forms keeps things simple. The drag-and-drop tool is quick and responsive and makes it easy to build things like contact forms, surveys and event sign-ups.

You can also add multiple users, which is a great way to manage submissions and collaborate between team members.

Overall it doesn't have as many customization options as other tools, but Cognito Forms is a great choice if you need to create forms at scale.

Pricing: There is a free plan, but paid options start at $10/month for advanced features without advertisements.


For a great form building experience and real-time data capture.

MightyForms is the new kid on the block. Launched in 2019 and developed ‘for users by users’, this tool has everything you could need to build a beautiful, flexible form.

The first thing you’ll notice when using MightyForms is that they learned from the mistakes of other form building apps. Their drag-and-drop builder among the best on the market, the dashboard doesn't have too many bells and whistles and the interface is user-friendly.

In comparison to other tools the forms are quite simple, but the design is clean and modern. And once your form is up and running it offers everything you need to gather data and turn your form into a sales lead generator.

MightyForms also lets you automate your processes. For example, you can set up different email messages for multiple people (like the user, your sales team, customer service and yourself), which will save you time in the long run.

It is also the first online form creator with direct integration with Google Tag Manager and Google Analytics, which makes it easy to measure performance and get advanced data.

You'll find plenty of other handy feature too, including real-time data capture that tracks how all users interact with your form, even if they drop off.

Pricing: There is a free plan and paid options start at only $7/month.


For automating your workflow and efficiently collecting data.

Building a form with 123Formbuilder is as easy as, well, counting to three. Their vision is to help you collect, manage and communicate data and they do that well.

Their forms are optimized for capturing client and customer details, so it’s easy to make the forms you need, from surveys to quizzes and registration forms. They help you create effective forms that collect data and easily integrate with the digital tools you use.

That means you can do things like prefill forms with Salesforce, pay through PayPal, or add new contacts straight to Mailchimp for email marketing. Many tools, like Paperform, offer similar services, but few make it as easy as 123Formbuilder.

Collaboration tools are another benefit. Your entire team can collaborate through secure workflows, and you can set up processes to manage data more effectively between users.

Pricing: Free for up to five forms and paid plans start at $24.99/month.

Pabbly Form Builder

For creating one or two forms with unrestricted features.

Pabbly’s elevator pitch is that you no matter what you pay you get all the goodies - unlimited form submissions, payment collection, logic branches, and pretty much any feature you could want.

The catch? You have to pay $10 per month for each form. That’s fine for one or two forms, but any more than that and things start to get expensive. For that reason, it’s not the best option for users requiring more than a few web forms.

But you do get a wonderful tool for your money. The form builder is user friendly and there are plenty of design options for you to play with. If you're not careful you'll lose yourself adjusting fields, customizing colours and perfecting every little detail.

You can choose from an array of form types, including sliding and pop-up forms which are great for capturing leads on your website. Just like most of the tools on this list, you can also set up email autoresponders and conditional logic for advanced forms.

For most small businesses Pabbly’s offering will be a bit too costly, but if you’ve got the room in your budget it’s a solid investment.

Pricing: Pabbly charges $10/month for each form you create.


For quizzes and payments on your WordPress website.

While Gravity Forms is the king of WordPress forms, Forminator takes the cake when it comes to creating formats like polls, surveys, and Buzzfeed-style quizzes.

But there’s more to it than creating quizzes that tell you which Disney princess you are, or which Harry Potter house you belong in (though you can do that too).

Forminator is one of the most feature-rich builders you’ll find. You can engage visitors with polls, create personalized forms and take payments, all on the free plan.

With calculations, you can do unique things related to your business. For a finance site you could embed a loan calculator, or if you were taking fitness clients you could insert a BMI calculator to guilt-trip your clients into signing up.

Email routing and auto-response features mean that once your data is collected you can deliver it where it needs to go. There’s a reason that it has more five-star reviews than any other WordPress plug-in - it’s an excellent service for an affordable price.

Pricing: There is a free version, but for $5/month Forminator Pro has all your needs covered.

Microsoft Forms

For collecting and analyzing data in Microsoft Excel.

For obvious reasons, it’s easy to compare Microsoft Forms to Google Forms. Both are made by massive companies, both are free and both offer very similar functionality. The key difference is additional data functionality, thanks to Microsoft Forms’ Excel integration.

Using Microsoft Forms is a fluid experience. Just pick a question, choose an answer format, and type in your question and response types. While it doesn’t offer some of the options Google does, it does have unique tools you won’t find elsewhere, like the ability to add Net Promoter Score.

When you’ve built your form you can share it with a direct link or embed it on your website. The backend offers a quick overview of responses, but to get the most out of your data you’ll want to take advantage of the Excel integration.

What Microsoft Forms lacks in customization they make up for in a clean design and professional aesthetic. If you value the insights provided by Excel, you can’t go past Microsoft Forms.

Pricing: Free with a Microsoft account.


For manually adding your own code.

FormKeep is aimed at designers and developers who want control over the code that goes into their forms. What distinguishes it from any other tool on this list is that it’s a backend for your forms.

The “back end” is the code behind the scenes that makes things work. While the term "front end" refers to a web page or app’s visual interface (think your Instagram feed, an article you're reading or the form you’re filling out).

In FormKeep’s case, the back end makes your form run smoothly. It sends data to the right place, manages files, sends email notifications, and integrates with digital apps like Sheets or Slack.

FormKeep helps you create a robust backend without any code. Just build your form, set the URL, configure your form submission behavior, and start receiving submissions.

Out of the box, things are quite plain, so you’ll need to be comfortable using CSS and JavaScript to make your form a bit more visually appealing.

It’s not going to be for everyone, but if you’re a small business owner with a knack for coding, it’ll give you complete freedom over both design and function.

Pricing: Free for up to 50 submissions with paid plans starting at $4.99/form.

Zoho Forms

For users of the Zoho software suite.

Zoho creates a suite of online productivity tools and SaaS applications to help you run your business. Like HubSpot, they offer a complete CRM platform, so you’ll get the most out of this form builder when used alongside the rest of their products.

Zoho Forms has all the features you've come to expect from a form builder. Over 40+ field types, conditional logic to hide questions and create branching paths and simple built-in analytics to measure performance.

There are enough customization options to build something unique and a decent array of templates to help you along the way. You can also take advantage of Zoho’s mobile forms to create forms on your phone.

If you’re looking to simplify your workflow and bring all your processes under the same roof while keeping costs down, then Zoho Forms is the ideal form builder for you.

So Which Online Form Builder Is The Best?

As we outlined at the beginning of the article, the best form builder app is the one that meets your specific needs. Hopefully, this list has given you a good idea of the options out there for you in 2021. The rest is in your hands.

Gravity Forms is going to make it easy to create a custom form for WordPress, but Typeform might suit you better if you're concentrating on short surveys. If one tool suits your needs better than another, give it a try and find out what works for you.

Why not get started with Paperform’s 14-day free trial? You can use our one-of-a-kind builder to make beautiful landing forms that reflect your brand, collect payments, take bookings, and easily integrate with your favorite apps.

Best of all there’s no credit card required, so you can take your time to try all of our features and see if it's right for you.

About the author
Jack Delaney
Jack is Paperform's Content Manager, based in Sydney, Australia. He loves hard-boiled crime fiction, Michael Mann movies and coffee as black as midnight on a moonless night. ||

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