Most websites have a traffic problem that isn't actually a traffic problem. Visitors arrive, browse, and leave without converting because the lead capture experience is clunky, generic, or simply not smart enough to qualify the right people. The right lead capture software changes that equation entirely, turning passive visitors into actionable pipeline.
This list covers the top lead capture tools you can buy or subscribe to online today, spanning AI-powered form builders, landing page platforms, behavioral popup tools, conversational chat solutions, and WordPress-native plugins. Whether you're a lean startup or a scaling SaaS team, there's a tool here built for your use case and budget.
Each tool was selected based on self-serve availability, core lead capture functionality, CRM integration depth, and suitability for high-growth teams focused on conversion optimization. Let's get into it.
1. Orbit AI
Best for: High-growth teams that want AI-powered lead qualification built directly into their forms.
Orbit AI is an AI-powered form builder platform that combines conversion-optimized design with built-in lead qualification, so you capture and score leads in a single step.
Where This Tool Shines
Most lead capture setups require you to stitch together a form tool, a scoring model, and a CRM workflow before you get anything useful out of your leads. Orbit AI collapses that into one platform. The AI qualification layer lives inside the form itself, meaning every submission is assessed and scored before it ever hits your pipeline.
The form design side is equally strong. Templates are built with conversion best practices baked in, not bolted on. For teams running paid acquisition or product-led growth motions, that combination of beautiful design and intelligent qualification is genuinely hard to find elsewhere.
Key Features
AI-Powered Lead Qualification: Every form includes built-in lead scoring and qualification, eliminating the need for separate scoring tools or manual triage.
Conversion-Optimized Templates: A library of templates designed specifically for high-growth teams, with layout and copy patterns that drive completion.
Smart Conditional Logic: Progressive disclosure and conditional branching ensure respondents only see questions relevant to them, reducing friction and improving data quality.
CRM and Marketing Integrations: Connects with popular CRMs and marketing platforms so qualified leads flow directly into your existing workflows.
Real-Time Lead Scoring: Scores are generated at the point of capture with no third-party add-ons required, giving your sales team instant context on every lead.
Best For
Orbit AI is the right fit for SaaS companies, growth marketers, and demand generation teams that need lead capture and qualification to work as one system. It's particularly well-suited for teams tired of managing disconnected tools just to understand who their best leads are.
Pricing
Visit orbitforms.ai for current plans and pricing. Free forms are available to get started immediately.
2. HubSpot Marketing Hub
Best for: Teams that want lead capture tightly integrated with a full CRM and marketing automation suite.
HubSpot Marketing Hub is a full-suite marketing platform with native forms, landing pages, live chat, and email automation all connected to HubSpot's free CRM.
Where This Tool Shines
The biggest advantage HubSpot offers is native connectivity. When someone fills out a form, a contact record is created automatically in the CRM, lifecycle stage is updated, and enrollment in an automation workflow can trigger immediately. There's no integration to configure because it's all the same system.
For teams that are already in the HubSpot ecosystem, adding Marketing Hub for lead capture is a natural extension. For teams evaluating it fresh, the free tier provides a surprisingly functional starting point before committing to a paid plan.
Key Features
Native CRM Integration: Form submissions automatically create or update contact records in HubSpot CRM with zero configuration.
Multi-Channel Capture: Forms, landing pages, and live chat are all available within a single platform.
Email Automation Workflows: Trigger nurture sequences, notifications, and task assignments directly from form submissions.
Lead Scoring and Lifecycle Tracking: Built-in scoring tools and lifecycle stage management give sales teams clear pipeline visibility.
Free Tier Available: Core lead capture tools including forms and contact management are accessible on the free plan.
Best For
HubSpot Marketing Hub suits teams that want a single platform for capture, nurture, and CRM management. It's especially strong for B2B companies with longer sales cycles that need structured lifecycle tracking and multi-touch attribution.
Pricing
Free tools available with no time limit. Paid Marketing Hub starts at $20/month on the Starter plan, with Professional and Enterprise tiers available for larger teams.
3. Unbounce
Best for: Paid acquisition teams that need high-converting landing pages with AI-driven traffic optimization.
Unbounce is a landing page platform with Smart Traffic AI that automatically routes visitors to the variant most likely to convert, maximizing lead capture from every campaign.
Where This Tool Shines
Unbounce's Smart Traffic feature is genuinely differentiated. Rather than running a traditional A/B test where you wait weeks for statistical significance, Smart Traffic uses machine learning to dynamically send each visitor to the variant that best matches their profile. For teams running paid search or social campaigns, this can meaningfully improve cost-per-lead without manual optimization cycles.
The platform also extends beyond landing pages with sticky bars and popups, giving you multiple capture touchpoints within a single tool. It's purpose-built for conversion, and that focus shows throughout the product.
Key Features
Smart Traffic AI: Automatically routes visitors to the highest-converting page variant based on real-time behavioral signals.
Drag-and-Drop Builder: Over 100 templates with a flexible visual editor that requires no coding.
Sticky Bars and Popups: Additional capture formats beyond landing pages for on-site lead generation.
Built-In A/B Testing: Run traditional split tests alongside Smart Traffic for full optimization control.
CRM and Email Integrations: Connects with Salesforce, HubSpot, Mailchimp, and other major platforms.
Best For
Unbounce is best suited for performance marketing teams and agencies managing paid campaigns at scale. If your primary lead capture channel is paid traffic and you want to squeeze more conversions from existing spend, this platform was built for you.
Pricing
Starts at $74/month on the Build plan. Higher tiers unlock Smart Traffic and more advanced features. Annual billing reduces the monthly cost.
4. Typeform
Best for: Teams that want a conversational, high-engagement form experience that feels nothing like a traditional form.
Typeform is an interactive form platform built around a one-question-at-a-time conversational format that drives strong engagement and completion rates.
Where This Tool Shines
Typeform's core insight is that forms feel like interrogations, and interrogations make people leave. By presenting one question at a time in a clean, focused interface, the experience feels more like a conversation. This approach tends to perform well for lead qualification surveys, onboarding flows, and any capture scenario where you need more than just an email address.
The logic jump and conditional branching capabilities are robust, letting you build sophisticated qualification flows that adapt based on each respondent's answers. You can embed these forms as popups, full-page experiences, or inline widgets without needing a developer.
Key Features
Conversational Interface: One-question-at-a-time format reduces cognitive load and improves form completion rates.
Logic Jumps and Branching: Conditional paths that adapt the form experience based on previous answers.
Flexible Embed Options: Popups, full-page, and inline embeds available across all plans.
Native Integrations: Direct connections to Zapier, HubSpot, Slack, Google Sheets, and many more platforms.
Rich Media Support: Embed videos and images within questions to create more engaging form experiences.
Best For
Typeform works well for marketing teams, product teams, and agencies that prioritize the respondent experience. It's a strong choice for lead qualification surveys, customer research, and any scenario where form completion rate is the primary metric to optimize.
Pricing
Free plan available with limited responses. Paid plans start at $25/month on the Basic plan, with Plus and Business tiers for higher volume and advanced features.
5. OptinMonster
Best for: Marketers who want behavioral targeting and exit-intent popups to recover abandoning visitors.
OptinMonster is an on-site lead capture tool specializing in popups, slide-ins, floating bars, and exit-intent overlays with advanced behavioral display rules.
Where This Tool Shines
OptinMonster is laser-focused on one thing: capturing leads from visitors who are already on your site. Its exit-intent technology detects when a user's cursor moves toward the browser's close button and triggers a targeted offer at precisely that moment. For content sites, e-commerce brands, and SaaS products with meaningful organic or direct traffic, this can recover a significant portion of what would otherwise be lost visitors.
The behavioral targeting engine is one of the most granular in this category. You can display different campaigns based on the specific page a visitor is on, how long they've been on the site, scroll depth, referral source, and more. That level of targeting keeps messages relevant and reduces the annoyance factor that generic popups create.
Key Features
Exit-Intent Technology: Detects abandonment signals and triggers targeted overlays at the critical moment before a visitor leaves.
Page-Level Targeting: Display campaigns based on specific URLs, categories, tags, or custom conditions.
Multiple Campaign Types: Popups, slide-ins, floating bars, fullscreen mats, and inline forms all available.
A/B Testing: Built-in split testing for campaign copy, design, and targeting rules.
Email Platform Integrations: Connects with Mailchimp, ConvertKit, Klaviyo, ActiveCampaign, and all major email tools.
Best For
OptinMonster is best for content marketers, bloggers, and SaaS teams with established site traffic who want to increase list growth without driving additional acquisition spend. It complements landing page and form tools rather than replacing them.
Pricing
Starts at $7/month on the Basic plan (billed annually). Pro and Growth plans unlock advanced targeting features and higher site limits.
6. Leadpages
Best for: Small businesses and solopreneurs who need affordable landing pages with built-in payment processing.
Leadpages is an accessible landing page and lead capture platform with conversion-focused templates, built-in Stripe payments, and unlimited leads on every plan.
Where This Tool Shines
Leadpages occupies a smart position in the market: it's significantly more affordable than enterprise landing page platforms while still delivering the core features most small business owners actually need. The template library is built around conversion best practices, and the platform provides guided suggestions to help less experienced marketers make better design decisions.
The built-in payment collection via Stripe is a differentiator that many competitors lack at this price point. If you're selling a low-ticket offer, running a webinar registration, or collecting deposits, you can handle the entire transaction without a separate e-commerce tool.
Key Features
Drag-and-Drop Builder: Visual page editor with a library of conversion-optimized templates across industries.
Guided Conversion Tips: In-platform recommendations help users improve page performance as they build.
Stripe Payment Integration: Accept payments and sell products directly from landing pages without a separate cart tool.
Alert Bars and Popups: Additional lead capture formats beyond full landing pages.
Unlimited Traffic and Leads: No per-lead or traffic-based pricing on any plan, which keeps costs predictable as you scale.
Best For
Leadpages is ideal for coaches, consultants, small SaaS teams, and service businesses that need professional lead capture pages without the complexity or cost of enterprise platforms. The unlimited leads policy makes it particularly attractive for teams running high-volume campaigns.
Pricing
Starts at $37/month on the Standard plan (billed annually). Pro plan unlocks A/B testing and additional integrations.
7. Drift (Salesloft)
Best for: B2B sales teams that want to qualify and book meetings with high-intent visitors in real time.
Drift is a conversational marketing platform that uses AI chatbots and live chat to capture, qualify, and route leads automatically, including direct calendar booking for sales reps.
Where This Tool Shines
Drift's philosophy is that forms create friction and friction kills pipeline. Instead of asking a visitor to fill out a form and wait for follow-up, Drift initiates a real-time conversation that qualifies the visitor and books a meeting in the same session. For B2B companies with active sales teams, this can dramatically compress the time between first visit and first conversation.
The account-based targeting capability is particularly strong for teams running ABM programs. You can identify visitors from target accounts and trigger personalized playbooks specifically designed for high-value prospects, creating a VIP experience for the companies you most want to close.
Key Features
AI Chatbots: Automated bots qualify leads around the clock using natural conversation flows, not rigid decision trees.
Real-Time Meeting Booking: Qualified visitors can book directly onto a sales rep's calendar without leaving the conversation.
Conversational Landing Pages: Replace static form pages with chat-driven experiences for specific campaigns.
Account-Based Targeting: Identify and personalize the experience for visitors from named target accounts.
CRM and MAP Integrations: Deep integrations with Salesforce, HubSpot, and Marketo keep data synchronized across your stack.
Best For
Drift is best suited for mid-market and enterprise B2B companies with dedicated sales teams and meaningful website traffic from target accounts. It's a significant investment, so it delivers the most value when sales velocity and meeting volume are key business metrics.
Pricing
Custom pricing based on team size and use case. Contact Salesloft directly for a quote. Not a self-serve purchase at most tiers.
8. Jotform
Best for: Teams that need a versatile, template-rich form builder with broad functionality and a generous free tier.
Jotform is a flexible online form builder with over 10,000 templates, strong payment collection features, and functionality that extends well beyond simple lead capture.
Where This Tool Shines
Jotform's template library is one of the largest in the industry, covering virtually every use case from simple contact forms to complex multi-step applications. For teams that need to launch lead capture quickly across multiple campaigns or departments, this breadth is a genuine time-saver.
The platform also handles use cases that most form builders don't touch, including HIPAA-compliant forms for healthcare organizations, approval workflows, and multi-step data collection processes. If your lead capture needs are varied or complex, Jotform's flexibility is hard to beat at its price point.
Key Features
10,000+ Templates: An extensive library covering virtually every industry and form type, ready to customize and deploy.
Conditional Logic: Show or hide fields based on previous answers to create dynamic, relevant form experiences.
Multi-Platform Payments: Accept payments through PayPal, Stripe, and Square directly within forms.
Jotform Tables: A built-in submission management interface that organizes and tracks leads without exporting to a spreadsheet.
HIPAA Compliance: An available compliance option for healthcare organizations that need to capture sensitive information securely.
Best For
Jotform suits teams that need a reliable, multipurpose form solution across a variety of departments and use cases. It's a strong choice for operations teams, agencies managing multiple clients, and organizations in regulated industries that need compliance features alongside standard lead capture.
Pricing
Free plan includes 5 forms and 100 submissions per month. Paid plans start at $34/month and unlock higher submission limits, more forms, and advanced features.
9. Gravity Forms
Best for: WordPress sites that need a powerful, developer-friendly form plugin with deep CMS integration.
Gravity Forms is a premium WordPress form plugin with a robust add-on ecosystem, conditional logic, and developer-friendly architecture built for custom lead capture workflows.
Where This Tool Shines
If your website runs on WordPress, Gravity Forms is in a category of its own. The plugin integrates natively with the WordPress environment, including Gutenberg block support, user registration, and post creation from form submissions. There's no external platform to manage or sync with because the form data lives directly in your WordPress database.
The developer ecosystem is another major strength. Gravity Forms exposes extensive hooks and filters that let developers build custom functionality on top of the platform. Combined with a rich library of official and third-party add-ons covering CRM connections, payment gateways, and email marketing tools, you can build sophisticated lead capture workflows without writing everything from scratch.
Key Features
Native WordPress Integration: Forms embed directly in WordPress with Gutenberg block support and native data storage.
Conditional Logic and Multi-Page Forms: Build complex, branching forms that guide users through multi-step qualification flows.
Extensive Add-On Library: Official add-ons for Salesforce, HubSpot, Mailchimp, Stripe, PayPal, and many more platforms.
Developer-Friendly Architecture: Comprehensive hooks and filters for custom functionality without modifying core plugin files.
Annual License Pricing: A flat annual fee rather than per-submission pricing keeps costs predictable regardless of lead volume.
Best For
Gravity Forms is the right choice for WordPress-based businesses, agencies, and developers who want maximum control over their lead capture infrastructure. It's particularly well-suited for teams that have technical resources available and want a form solution that grows with their custom requirements.
Pricing
Starts at $59/year for the Basic license covering a single site. Elite and Developer licenses unlock all add-ons and multi-site usage.
Which Tool Is Right for Your Team?
Every tool on this list solves the lead capture problem, but each one solves it differently. Here's how to think about the right fit for your situation.
For AI-powered qualification in a single platform: Orbit AI is the standout choice. If you want lead scoring to happen at the point of capture without assembling a stack of separate tools, this is where to start.
For full CRM and marketing automation integration: HubSpot Marketing Hub is the natural fit, especially if you're already in the HubSpot ecosystem or building toward it.
For paid acquisition and landing page optimization: Unbounce's Smart Traffic AI gives performance marketers a genuine edge in squeezing more conversions from existing campaign spend.
For WordPress sites: Gravity Forms remains the gold standard. Its native integration, developer flexibility, and flat annual pricing make it the obvious choice for WordPress-based teams.
For budget-conscious small businesses: Leadpages delivers strong core functionality at an accessible price, including the unlimited leads policy that keeps costs predictable as you grow.
For conversational B2B lead capture: Drift excels when your goal is real-time qualification and meeting booking from high-intent visitors.
Most of these tools offer free plans or trials, so the best move is to test the one that matches your primary use case before committing. If your team is focused on conversion optimization and wants lead qualification to happen automatically rather than as an afterthought, start building free forms today with Orbit AI and experience what it looks like when intelligent form design and lead scoring work as one.