Lead generation agencies live and die by conversion rates. Every percentage point matters when you're managing campaigns across dozens of clients, each with unique qualification criteria and integration requirements. The right form builder doesn't just collect data—it qualifies leads in real-time, routes them to the right systems, and gives you the analytics to prove ROI to clients.
We evaluated these form builders based on what actually matters to agencies: white-label capabilities, client management features, integration depth, and lead qualification intelligence. Here are the tools worth your attention.
1. Orbit AI
Best for: Agencies prioritizing intelligent lead qualification and automated routing workflows
Orbit AI is an AI-powered form builder designed specifically for high-growth teams that need conversion optimization and smart lead qualification built into every form.
Where This Tool Shines
The platform's AI-powered qualification engine analyzes responses in real-time and routes leads based on their answers, eliminating manual sorting and ensuring high-quality prospects reach the right team members immediately. This matters when you're running campaigns for multiple clients with different ICP definitions.
The conversion-optimized templates are built with modern design principles that reduce friction while maintaining brand consistency across client deployments. You get professional-looking forms without starting from scratch for every campaign.
Key Features
AI-Powered Lead Qualification: Automatically scores and categorizes leads based on response patterns and predefined criteria.
Intelligent Form Routing: Directs qualified leads to specific workflows, CRMs, or team members based on their answers.
Native CRM Integrations: Connects directly with HubSpot, Salesforce, and Pipedrive without middleware dependencies.
Conversion-Optimized Templates: Pre-built form designs engineered for maximum completion rates across industries.
Advanced Analytics: Detailed performance metrics and workflow automation to track conversion paths and optimize forms.
Best For
Lead generation agencies managing multiple clients who need sophisticated qualification logic without building complex workflows manually. Particularly valuable if you're handling high-volume campaigns where lead quality directly impacts client retention and need to demonstrate clear ROI through intelligent routing and qualification.
Pricing
Contact for agency-specific pricing structures. Plans are designed to scale with client volume and team size.
2. Typeform
Best for: Creating highly engaging, conversational form experiences that maximize completion rates
Typeform is a conversational form builder known for its one-question-at-a-time format that transforms traditional forms into interactive experiences.
Where This Tool Shines
The conversational interface significantly reduces form abandonment by presenting questions sequentially rather than overwhelming users with lengthy pages. This approach works exceptionally well for brand-focused campaigns where user experience matters as much as data collection.
Design flexibility allows agencies to match client brand guidelines precisely, creating forms that feel native to each client's website rather than obviously third-party tools. The visual customization options go deeper than most competitors.
Key Features
One-Question-at-a-Time Format: Conversational flow that keeps users focused and reduces cognitive load during completion.
Advanced Design Customization: Extensive branding options including custom fonts, colors, backgrounds, and layouts.
Logic Jumps: Conditional branching that adapts question sequences based on previous answers for personalized experiences.
Marketing Tool Integrations: Native connections to major email platforms, CRMs, and marketing automation systems.
Rich Media Support: Embed videos, images, and GIFs directly into forms to enhance engagement.
Best For
Agencies working with design-conscious clients in consumer brands, creative industries, or anywhere user experience significantly impacts brand perception. Ideal when completion rates matter more than rapid data collection.
Pricing
Starts at $25/month for the Basic plan with core features. Professional and Premium tiers add advanced logic and team collaboration.
3. Jotform
Best for: Agencies needing extensive template variety and customization options across diverse client industries
Jotform is a versatile form builder offering over 10,000 templates and deep customization capabilities for virtually any use case.
Where This Tool Shines
The massive template library means you can launch client forms quickly without building from scratch, covering everything from event registrations to complex multi-step applications. This breadth reduces setup time when onboarding new clients across different industries.
The widget ecosystem extends functionality far beyond basic forms, including payment processing, appointment scheduling, and document generation. You can build complete lead capture and processing workflows within a single platform.
Key Features
10,000+ Templates: Pre-built forms spanning industries, use cases, and complexity levels for rapid deployment.
Drag-and-Drop Builder: Visual editor with extensive widget library for adding specialized functionality without coding.
Payment Integration: Built-in payment collection through PayPal, Stripe, Square, and other processors.
Conditional Logic: Advanced branching and calculations for dynamic form behavior based on user input.
PDF Generation: Automatic document creation and electronic signature collection for contract workflows.
Best For
Agencies managing diverse client portfolios across multiple industries who need flexibility to handle everything from simple contact forms to complex application processes. Particularly valuable if clients require payment collection or document signing capabilities.
Pricing
Free tier available with Jotform branding. Paid plans start at $34/month with white-label options and increased submission limits.
4. HubSpot Forms
Best for: Agencies already managing client campaigns within the HubSpot ecosystem
HubSpot Forms is the native form builder integrated directly into HubSpot's CRM and marketing platform with progressive profiling capabilities.
Where This Tool Shines
The deep CRM integration means form submissions automatically create and update contact records without middleware or manual data transfer. This eliminates integration headaches and ensures data consistency across client campaigns.
Progressive profiling changes which fields appear based on what HubSpot already knows about returning visitors, reducing form length while continuously enriching contact profiles. This sophistication is difficult to replicate with standalone form builders.
Key Features
Native CRM Integration: Seamless contact creation and updating within the HubSpot ecosystem without third-party tools.
Progressive Profiling: Dynamic field display that adapts based on existing contact data to reduce friction.
Smart Fields: Dependent fields and conditional logic tied directly to CRM properties and contact attributes.
Automatic Enrichment: Contact records update automatically with form data and behavioral tracking information.
A/B Testing: Built-in split testing capabilities to optimize form performance over time.
Best For
Agencies that have standardized on HubSpot for client campaign management and need forms that leverage the full power of the platform's contact database and automation capabilities. Less ideal if you're managing clients across multiple CRM systems.
Pricing
Free with HubSpot CRM for basic forms. Advanced features including A/B testing require Marketing Hub starting at $800/month.
5. Leadpages
Best for: Agencies focused on paid traffic campaigns requiring integrated landing pages and forms
Leadpages is a landing page and form builder designed specifically for conversion optimization with built-in A/B testing and ad platform integrations.
Where This Tool Shines
The combined landing page and form builder approach means you're optimizing the entire conversion path rather than just the form itself. This matters when you're running paid campaigns where every click costs money and holistic page performance determines profitability.
Built-in A/B testing eliminates the need for separate optimization tools, letting you test variations directly within the platform and measure conversion impact without additional subscriptions or technical setup.
Key Features
Integrated Landing Pages: Combined page and form builder for cohesive conversion path optimization.
Built-in A/B Testing: Native split testing functionality to compare variations and improve conversion rates.
Pop-up and Alert Bars: Additional conversion tools including exit-intent pop-ups and announcement bars.
Real-Time Conversion Tips: In-builder suggestions for improving page and form performance based on best practices.
Ad Platform Integrations: Direct connections to Facebook, Instagram, and Google Ads for streamlined campaign deployment.
Best For
Agencies specializing in paid traffic acquisition where landing page and form performance directly impact campaign ROI. Particularly valuable if you're managing PPC campaigns and need rapid testing capabilities without developer involvement.
Pricing
Starts at $37/month for the Standard plan. Pro and Advanced tiers add A/B testing and advanced integrations.
6. Gravity Forms
Best for: WordPress-focused agencies requiring deep customization and extensive add-on functionality
Gravity Forms is a powerful WordPress plugin with an extensive add-on ecosystem that extends functionality far beyond basic form building.
Where This Tool Shines
The WordPress integration is deeper than any cloud-based alternative, giving you complete control over form styling, behavior, and data handling within the WordPress environment. This matters when clients demand pixel-perfect design matching or custom functionality.
The add-on marketplace provides specialized functionality for payment processing, CRM connections, and advanced features without switching platforms. You can build sophisticated workflows entirely within WordPress rather than managing multiple services.
Key Features
Native WordPress Integration: Seamless embedding within WordPress sites with full theme compatibility and styling control.
Add-on Marketplace: Extensive library of official and third-party extensions for specialized functionality.
Advanced Conditional Logic: Sophisticated field display rules and branching based on user input and WordPress data.
Multi-Page Forms: Complex forms with save-and-continue functionality for lengthy applications.
Developer-Friendly: Extensive hooks, filters, and API access for custom development and integrations.
Best For
Agencies managing WordPress sites for clients who need forms that integrate tightly with existing themes, plugins, and custom functionality. Essential if you have development resources and require customization beyond what cloud platforms offer.
Pricing
Starts at $59/year for a Basic license covering one site. Pro and Elite licenses add more sites and premium add-ons.
7. Formstack
Best for: Agencies serving compliance-heavy industries requiring HIPAA, GDPR, or enterprise security
Formstack is an enterprise-grade form builder with advanced security features, compliance certifications, and sophisticated workflow automation.
Where This Tool Shines
The HIPAA and GDPR compliance features make it viable for healthcare, financial services, and other regulated industries where standard form builders create liability risks. This opens client opportunities that competitors can't serve without significant compliance overhead.
Workflow automation goes beyond basic integrations, letting you build complex approval processes, document generation, and multi-step workflows without developer resources. This sophistication matters for enterprise clients with established business processes.
Key Features
Compliance Certifications: HIPAA and GDPR compliance with business associate agreements and data handling guarantees.
Advanced Workflow Automation: Multi-step approval processes, conditional routing, and automated document generation.
Electronic Signatures: Built-in e-signature collection with audit trails for contract and agreement workflows.
Offline Data Collection: Mobile app for collecting form data without internet connectivity.
Enterprise Security: SSO, advanced encryption, and detailed audit logging for security-conscious organizations.
Best For
Agencies working with healthcare providers, financial institutions, government contractors, or other clients in regulated industries where compliance isn't optional. Worth the premium if you're pursuing enterprise accounts with strict security requirements.
Pricing
Starts at $50/month for the Starter plan. Enterprise plans with compliance features require custom quotes.
8. Unbounce Smart Builder
Best for: Agencies managing PPC campaigns requiring AI-powered conversion optimization
Unbounce is an AI-powered landing page and form builder with conversion intelligence features designed specifically for paid traffic optimization.
Where This Tool Shines
The AI-powered Smart Builder generates landing pages and forms based on your campaign goals, dramatically reducing creation time while maintaining conversion best practices. This matters when you're managing multiple campaigns and need rapid deployment without sacrificing performance.
Smart Traffic automatically routes visitors to the page variant most likely to convert them based on behavioral signals, creating dynamic optimization without manual testing management. This sophisticated targeting improves results beyond traditional A/B testing approaches.
Key Features
AI-Powered Smart Builder: Automated page and form generation based on campaign objectives and industry best practices.
Smart Traffic: AI-driven visitor routing to optimal page variants for automatic conversion optimization.
Dynamic Text Replacement: Automatic keyword matching between PPC ads and landing page content for relevance.
Sticky Bars and Pop-ups: Additional conversion tools for capturing attention and reducing abandonment.
Conversion Intelligence: AI-generated insights and recommendations for improving campaign performance.
Best For
Agencies specializing in Google Ads, Facebook Ads, or other paid acquisition channels where landing page and form optimization directly impacts client profitability. Particularly valuable if you're managing high-budget campaigns where small conversion improvements generate significant revenue.
Pricing
Starts at $74/month for the Launch plan. Optimize and Accelerate tiers add Smart Traffic and advanced features.
9. Paperform
Best for: Boutique agencies prioritizing beautiful, document-style form experiences
Paperform is a unique form builder that combines document-style layouts with powerful logic, payment processing, and customization capabilities.
Where This Tool Shines
The document-style interface creates forms that feel more like reading a beautifully designed webpage than filling out a traditional form. This aesthetic approach significantly reduces the psychological friction of form completion, particularly for longer applications or detailed questionnaires.
Rich content embedding lets you mix form fields with explanatory text, images, videos, and formatting in ways that traditional form builders don't support. This flexibility matters when client forms need to educate while collecting information.
Key Features
Document-Style Experience: Forms that read like webpages with natural flow and rich formatting options.
Rich Content Embedding: Mix form fields with images, videos, formatted text, and custom HTML.
Built-in Payment Processing: Native Stripe and PayPal integration for collecting payments during form submission.
Advanced Calculations: Complex formulas and conditional logic for dynamic pricing and field calculations.
Custom Success Pages: Personalized post-submission experiences with dynamic content based on form responses.
Best For
Agencies working with design-forward clients in creative industries, premium services, or anywhere form aesthetics significantly impact brand perception. Ideal when you need forms that feel custom-built rather than template-based.
Pricing
Starts at $24/month for the Essentials plan. Pro and Agency tiers add advanced features and increased submission limits.
Making the Right Choice
Your agency's primary bottleneck determines which tool delivers the most value. If lead qualification accuracy is costing you client relationships, Orbit AI's intelligent routing and AI-powered scoring eliminate manual sorting while ensuring high-quality prospects reach the right teams immediately.
For agencies where brand experience drives client retention, Typeform's conversational interface maximizes completion rates while maintaining design standards. If you're managing diverse client portfolios across multiple industries, Jotform's template library and widget ecosystem reduce setup time significantly.
HubSpot Forms makes sense when you've standardized on that ecosystem—the native integration eliminates data sync issues entirely. Paid traffic specialists should consider Leadpages or Unbounce for integrated landing page optimization and AI-powered conversion features that directly impact campaign ROI.
WordPress-focused agencies benefit from Gravity Forms' deep platform integration and customization capabilities. If you're pursuing enterprise clients in regulated industries, Formstack's compliance certifications open opportunities competitors can't serve. And boutique agencies prioritizing aesthetics will find Paperform's document-style approach creates forms that feel genuinely custom-built.
Start by identifying whether your challenge is qualification accuracy, integration complexity, conversion rates, or design flexibility. Start building free forms today and see how intelligent form design can elevate your conversion strategy while delivering the modern, AI-powered experience your high-growth team needs to prove ROI to clients.