How we verified this: ratings, review counts, and prices sourced directly from each tool's own pricing pages and their public G2 review profile on the date of publish. We rechecked every price and free-tier cap the morning of publish. Live listings may vary if a tool updates pricing after this date.
Lead capture is not a solved problem. Most contact forms leak leads at the CRM handoff, ask the wrong qualifying questions, or bury the submit button under three fields no one wanted to fill. The right lead capture tool depends on where the lead goes next: HubSpot CRM, Salesforce, a Notion CRM you built yourself, or a spreadsheet you promise you'll clean up someday.
We tested and ranked the 16 best lead capture software tools for 2026. Every price, plan cap, and G2 rating traces back to a source: either the vendor's own pricing page or the tool's public G2 profile. No guessing.
The 60-second TL;DR
Best all-around: Formester. Unlimited free lead forms with AI generation, Stripe + PayPal for gated content, offline capture at trade shows, and native integrations to any CRM through Zapier or direct connectors.
Best if you already use HubSpot CRM: HubSpot Forms. Free forever inside the HubSpot CRM Suite Free, direct contact-record creation, no middleware.
Best for conversational qualification: Typeform. One-question-at-a-time flow lifts completion rates on any lead form longer than 5 fields.
Best for Zoho and Salesforce shops: Zoho Forms (Basic $10/mo yearly) and Formstack (Salesforce Solutions).
Lead capture software at a glance
| Tool | Free plan | Starting paid | Native CRM sync | A/B test | G2 rating |
|---|---|---|---|---|---|
| Formester | Unlimited forms + unlimited leads | $12/mo yearly (Personal) | Zapier + native connectors | Business tier | 4.7/5 |
| HubSpot Forms | Free with HubSpot CRM Suite Free | $7/mo (Marketing Hub Starter) | Native HubSpot CRM | Marketing Hub Starter and above | 4.4/5 (Marketing Hub) |
| Typeform | 10 responses/mo | $28/mo yearly (Basic) | Native HubSpot, Salesforce, Slack, Sheets | Business tier | 4.5/5 |
| Jotform | 5 forms, 100 submissions/mo | $34/mo yearly (Bronze) | Salesforce, HubSpot, Zapier | No native A/B | 4.7/5 |
| Fillout | 1,000 responses/mo, unlimited seats | $15/mo yearly (Starter) | Airtable + Notion two-way, Zapier | No native A/B | 4.6/5 |
| forms.app | Unlimited responses, up to 5 forms | €16/mo yearly (Basic) | Zapier, CRM integrations on paid | Pro tier | 4.5/5 |
| Paperform | 30 submissions/mo | $24/mo yearly (Essentials) | Zapier + native (paid) | Business tier | 4.8/5 |
| Zoho Forms | 500 submissions/mo, 3 forms | $10/mo yearly (Basic) | Native Zoho CRM, Zoho One | No native A/B | 4.4/5 |
| Cognito Forms | 100 entries/mo, 1 user | $19/mo yearly (Pro) | Zapier + native (paid) | No native A/B | 4.6/5 |
| Tally | Unlimited forms + submissions | $24/mo monthly (Pro) | Zapier + native (Pro) | No native A/B | 4.5/5 |
| Gravity Forms | None | $59/year (Basic) | HubSpot, Mailchimp (Basic), Salesforce (Elite) | No native A/B | 4.7/5 |
| WPForms | Lite (WordPress plugin) | $49.50/year (Basic, year 1) | Salesforce, HubSpot, Zoho CRM (Elite) | Pro tier | 4.7/5 |
| Wufoo | 5 forms, 100 entries/mo, 3 users | $16.25/mo yearly (Starter) | Zapier + native (paid) | No native A/B | 4.2/5 |
| Formstack | 14-day trial only | $83/mo yearly (Forms) | Native Salesforce (best-in-class) | Enterprise | 4.3/5 |
| Microsoft Forms | 200 responses/form (personal) | Bundled with M365 (~$6/user/mo) | Excel + Teams, no direct CRM | No native A/B | 4.4/5 |
| Google Forms | Unlimited (Drive-bounded) | Bundled with Workspace (~$6/user/mo) | Sheets, no direct CRM | No native A/B | Bundled under Google Workspace on G2 |
1. Formester, the best all-around lead capture software
Formester ships a truly unlimited free lead capture plan: unlimited forms, unlimited responses, an AI form generator that builds a qualified lead form from a prompt, and Stripe + PayPal payment collection for gated content or paid trials, all on Free.
Conditional logic on every paid tier lets you build progressive qualification: ask company size first, then reveal role-specific questions. The Business tier at $45/mo billed annually gives 25 team members plus roles and permissions for a small sales team.
Offline forms via installable PWAs are the differentiator most lead capture tools ignore. Take a lead form to a trade show, capture cards on a spotty venue Wi-Fi, sync when you're back at the hotel.
Best for: teams that want unlimited free lead capture with AI generation, want payments for gated content on Free, and would rather not pay $800/mo for a marketing platform to get a decent lead form.
Strengths
- Unlimited lead forms and unlimited leads on the free plan
- AI form generator on Free with prompt, question list, or PDF input
- Stripe + PayPal on every tier for gated ebook, whitepaper, or webinar signup with payment
- Conditional logic on every paid tier for progressive qualification
- Offline PWAs for trade show or event lead capture
- Business at $45/mo billed annually gives 25 team members
- Native integrations to major CRMs plus Zapier + webhooks for anything else
- 56,000+ teams already on Formester
Weaknesses
- No native A/B testing until the Business tier
- No first-party HIPAA (matters if you capture healthcare-adjacent leads)
- Not SOC 2 or ISO 27001 certified
- G2 review count is 13
Pricing
- Free plan: $0. Unlimited lead forms, unlimited leads, AI generator, Stripe + PayPal.
- Starting paid tier: Personal at $12/mo billed annually ($13/mo monthly). Custom subdomain, remove branding.
- Most popular: Business at $45/mo billed annually ($49/mo monthly). 25 team members, A/B test, roles + permissions.
- Enterprise: Custom. SSO, dedicated support.
- Free trial: Not needed. Free plan is permanent.
G2 rating: 4.7/5 (13 reviews on G2)
2. HubSpot Forms, the natural pick if you use HubSpot CRM
HubSpot Forms is bundled with HubSpot CRM Suite Free. Every form submission becomes a HubSpot contact record automatically. No Zapier, no middleware. If your sales team already lives in HubSpot, this removes an entire integration layer.
Free forms carry HubSpot branding. Marketing Hub Starter at $7/mo base removes branding, adds A/B testing, and unlocks progressive fields. Marketing Hub Professional at $800/mo billed annually (plus $3,000 one-time onboarding) is where marketing automation and full workflow orchestration unlock.
Best for: marketing and revops teams whose CRM is HubSpot and who want lead capture that feeds records directly into it.
Strengths
- Direct HubSpot CRM integration, no Zapier or webhook maintenance
- Unlimited forms and unlimited submissions on Free (with HubSpot branding)
- Marketing Hub Starter at $7/mo (base) removes branding + adds A/B testing
- Progressive form fields on paid tiers (show different questions to returning contacts)
- Free plan supports embedded forms, pop-ups, and standalone form pages
Weaknesses
- Free forms carry HubSpot branding
- Marketing Hub Professional jumps to $800/mo yearly + $3,000 onboarding, a steep gap from Starter
- HIPAA is Enterprise BAA only
- G2 rating (4.4/5, 14,868 reviews) is for Marketing Hub as a whole, not Forms in isolation
Pricing
- Free plan: $0. Bundled with HubSpot CRM Suite Free. Unlimited forms with HubSpot branding.
- Starting paid tier: Marketing Hub Starter at $7/mo base. Removes branding, adds A/B testing.
- Most popular: Marketing Hub Professional at $800/mo billed annually + $3,000 one-time onboarding.
- Enterprise: $3,600/mo billed annually + $7,000 one-time onboarding. HIPAA BAA.
- Free trial: Free CRM Suite is permanently free.
G2 rating: 4.4/5 (14,868 reviews on G2, Marketing Hub bundle)
3. Typeform, the conversational lead qualification tool
Typeform shows one question at a time. For lead qualification forms that ask for company size, role, tech stack, or budget, the conversational flow lifts completion rates because respondents don't see the whole scary form at once. Sales teams that measure lead-form completion religiously often pick Typeform on that alone.
Pricing is stiffer than Wufoo. Basic at $28/mo yearly caps at 100 responses/mo. Business at $91/mo yearly gets you to 10,000 responses/mo plus drop-off tracking (which tells you exactly where leads bail).
Best for: B2B lead capture with 5+ qualifying questions where completion rate is the metric that matters.
Strengths
- One-question-at-a-time flow lifts completion on longer lead forms
- Beautiful themes for branded lead capture pages
- Native integrations with Slack, HubSpot, Salesforce, Google Sheets
- Business tier drop-off tracking shows exactly where leads bail
- Typeform AI for lead-form generation on paid plans
Weaknesses
- Free plan caps at 10 responses/month
- Basic at $28/mo yearly caps at 100 responses/mo
- HIPAA is Enterprise-only
- Remove branding is Plus tier and above ($56/mo yearly)
Pricing
- Free plan: $0. 10 responses/month, basic experience.
- Starting paid tier: Basic at $28/mo billed annually. 100 responses/month, AI, integrations.
- Plus: $56/mo billed annually. 1,000 responses/month, remove branding, custom subdomain.
- Business: $91/mo billed annually. 10,000 responses/month, drop-off rates, conversion tracking.
- Enterprise: Custom. SSO, HIPAA.
G2 rating: 4.5/5 (1,016 reviews on G2)
4. Jotform, the deep-template lead capture builder
Jotform's 20,000+ template library includes hundreds of lead capture templates: demo request, whitepaper download, newsletter signup, contact us, request a quote, book a discovery call. Combined with its native support for over 40 payment gateways (Stripe, PayPal, Square, Authorize.Net, Braintree, plus 25+ international), Jotform handles both US and international lead capture without extra setup.
Salesforce and HubSpot integrations are native. Free plan caps at 5 forms and 100 submissions/month, so scaling any lead volume requires Bronze at $34/mo billed annually.
Best for: B2B teams with wide geographic lead capture needs (multi-currency, multi-language) or teams that value pre-built templates over building from scratch.
Strengths
- 20,000+ template library with hundreds of lead-capture templates
- Jotform's native support for over 40 payment gateways for international gated content
- Native Salesforce and HubSpot integrations
- SOC 2 Type II on Enterprise
- Native mobile app for offline trade show lead capture
Weaknesses
- All plans below Enterprise are single-user (a two-person sales team already needs Enterprise)
- Free tier caps at 100 submissions/month
- No native A/B testing
- Editor feels denser than newer tools
Pricing
- Free plan: 5 forms, 100 submissions/month, 100 MB storage, 1 user.
- Starting paid tier: Bronze at $34/mo billed annually. 25 forms, 1,000 submissions/month.
- Silver: $39/mo billed annually. 50 forms, 2,500 submissions/month.
- Gold: $99/mo billed annually. 100 forms, 10,000 submissions/month, HIPAA with BAA.
- Enterprise: Custom. Unlimited everything, multi-user, HIPAA, SSO, SOC 2 Type II.
G2 rating: 4.7/5 (5,342 reviews on G2)
5. Fillout, the modern editor for Airtable and Notion CRMs
If your CRM is an Airtable base or a Notion workspace (a lot of RevOps teams are building this pattern now), Fillout is the shortest path from lead form to synced record. Two-way sync means updates in the CRM reflect back into the form on the next visit.
Unlimited seats on every paid tier means a sales team of 10 pays the same as one salesperson. Free plan covers 1,000 responses/mo which is generous for early-stage lead capture.
Best for: B2B teams whose CRM is Airtable or Notion, or RevOps teams building custom CRM-like systems on modern databases.
Strengths
- Native two-way sync with Airtable and Notion (genuine differentiator)
- Unlimited seats on every paid tier, no per-user charge
- Free plan covers 1,000 responses/month
- Modern editor that reads like a Notion database
- Multi-page forms with save-and-resume on Free
Weaknesses
- No first-party HIPAA
- File upload cap 20 MB on Free / Starter / Pro
- G2 review count is 30
- No native A/B testing on any tier
Pricing
- Free plan: $0. 1,000 responses/month, unlimited seats.
- Starting paid tier: Starter at $15/mo billed annually. 2,000 responses/month, custom endings.
- Most popular: Pro at $40/mo billed annually. 5,000 responses/month, custom branding, custom CSS.
- Business: $75/mo billed annually. Unlimited responses, custom domain, form analytics.
- Free trial: Not needed. Free plan is permanent.
G2 rating: 4.6/5 (30 reviews on G2)
6. forms.app, the AI-first lead capture builder
forms.app ships an AI form generator on every tier including Free. Type a description of your lead form ("qualified demo request for a B2B SaaS, need company size, role, use case, timeline") and get a working form back. That's a real head start compared to picking a template and editing every field.
Free plan has unlimited responses. Pro at €24/mo billed annually adds A/B testing plus drop-off analysis, which is one of the few tools on this list with both.
Best for: creators, growth marketers, and small teams that want AI-generated lead forms and unlimited responses on Free.
Strengths
- Free plan has unlimited responses
- AI form generator on every plan including Free
- Pro tier at €24/mo yearly adds A/B testing and drop-off analysis
- Basic tier at €16/mo yearly unlocks unlimited team members
- 4.5/5 across 498 G2 reviews
Weaknesses
- No first-party HIPAA
- EUR pricing on the live page
- Free plan caps forms at 5
- 10 MB storage on Free
Pricing
- Free plan: €0. Up to 5 forms, unlimited responses, 10 MB storage.
- Starting paid tier: Basic at €16/mo billed annually. 25 forms, unlimited responses, unlimited team members.
- Most popular: Pro at €24/mo billed annually. Unlimited forms, drop-off analysis, A/B test, custom subdomain.
- Premium: €49/mo billed annually. Unlimited everything, custom domain, partial responses.
- Free trial: Not needed. Free plan is permanent.
G2 rating: 4.5/5 (498 reviews on G2)
7. Paperform, the landing-page style lead capture builder
Paperform treats every form as a full landing page. For a gated whitepaper, an ebook download, or a webinar signup where the form page needs to sell the offer, Paperform beats a plain contact form. Rich text, images, video, and product blocks live alongside the questions.
Highest G2 rating in this batch: 4.8/5 on 86 reviews. Creators and small e-commerce shops swear by it. Business tier at $99/mo yearly unlocks API access plus a custom domain.
Best for: gated content downloads, webinar signups, and any lead capture where the sign-up page itself needs to sell.
Strengths
- Form-as-landing-page model for lead capture pages that need to sell
- Highest G2 rating on this list: 4.8/5 (86 reviews)
- Guided Mode gives one-question-at-a-time flow
- Payments on every plan for gated content with paid access
- Business API access on the Business tier
Weaknesses
- Free plan is 30 submissions/month total
- Custom domains on Pro cost $20/mo per domain
- Submission volume on paid tiers is annual
- No first-party HIPAA
Pricing
- Free plan: $0. 30 submissions/month, 1 user, Paperform branding.
- Starting paid tier: Essentials at $24/mo billed annually. 1,200 submissions/year, 1 user.
- Most popular: Pro at $49/mo billed annually. 12,000 submissions/year, 3 users, remove branding.
- Business: $99/mo billed annually. 120,000 submissions/year, 5 users (+$9/user), API, 1 custom domain.
- Free trial: 7-day Pro trial. Free plan is permanent after trial.
G2 rating: 4.8/5 (86 reviews on G2)
8. Zoho Forms, the lead capture pick for Zoho CRM shops
If your CRM is Zoho, this is your form builder. Native integration means lead form submissions land as Zoho CRM leads with field mapping pre-wired. No Zapier tax.
Basic at $10/mo billed annually is the cheapest paid tier on this list, includes 10,000 submissions/month and payment gateway support. That's 10x Wufoo Starter's 1,000 entries at 60% of the cost.
Best for: Zoho CRM and Zoho One shops running lead capture that needs to land directly in the CRM.
Strengths
- Deepest Zoho CRM integration in the category
- Basic at $10/mo yearly is the cheapest paid tier here
- Payment gateway support from Basic tier
- Zia AI for form generation on paid tiers
- Approvals workflow on Standard for lead qualification review
Weaknesses
- Only a real fit if you already use Zoho
- Free plan caps at 500 submissions/month and 3 forms
- User counts scale tightly
- No native A/B testing
Pricing
- Free plan: $0. 1 user, 3 forms, 500 submissions/month.
- Starting paid tier: Basic at $10/mo billed annually. 1 user, unlimited forms, 10,000 submissions/month.
- Standard: $25/mo billed annually. 10 users, 25,000 submissions/month, approvals.
- Premium: $90/mo billed annually. 100 users, 150,000 submissions/month, HIPAA.
- Free trial: Not needed. Free plan is permanent.
G2 rating: 4.4/5 (129 reviews on G2)
9. Cognito Forms, the lead qualification builder with calculations
Cognito Forms has a stronger calculation engine than most tools in this category. That matters for lead capture when you want to auto-score leads: assign points to company size, budget band, timeline, or use case, and only send hot leads to sales.
Pro at $19/mo billed annually adds 2 users, 2,000 entries/mo, and e-signatures (useful for NDAs on gated content). Team at $39/mo yearly adds Workflow & Approvals for a lead qualification review step.
Best for: mid-market B2B teams running lead scoring or qualification workflows with calculation-driven logic.
Strengths
- Best-in-class calculation engine for lead scoring
- Payments available on every plan including free
- Client Portal on Team ($39/mo yearly) for gated lead-info portals
- Electronic signatures on Pro tier for NDA-gated lead capture
- HIPAA on Enterprise ($129/mo yearly) if lead data is health-adjacent
Weaknesses
- Free plan caps at 100 entries/month
- User counts scale tightly (1 / 2 / 5 / 20)
- No first-party AI form generator
- No native A/B testing
Pricing
- Free plan: $0. Individual: 100 entries/month, 1 user, payments available.
- Starting paid tier: Pro at $19/mo billed annually. 2,000 entries/month, 2 users, e-signatures.
- Most popular: Team at $39/mo billed annually. 10,000 entries/month, 5 users, Workflow & Approvals.
- Enterprise (HIPAA): $129/mo billed annually. 20 users, unlimited entries, HIPAA.
- Free trial: 14-day trial. Free plan is permanent.
G2 rating: 4.6/5 (127 reviews on G2)
10. Tally, the unlimited free lead capture pick
Tally's free plan is unlimited forms + unlimited submissions, subject to a fair-use policy. For an indie founder running a beta signup, a bootstrapped SaaS collecting demo requests, or a solo consultant capturing leads through a website form, this covers everything at zero cost.
The Notion-style editor is fast. Payment integrations and Meta Pixel unlock on Pro at $24/mo monthly ($240/year billed yearly).
Best for: indie founders, bootstrapped SaaS teams, and solo consultants running lead capture on a shoestring.
Strengths
- Unlimited forms and unlimited submissions on Free (fair-use)
- Notion-style block editor is fast for building lead forms
- Duplicate submission prevention on Free
- Pro at $24/mo monthly adds partial submissions and Meta Pixel
- 4.5/5 across 304 G2 reviews
Weaknesses
- Fair-use policy can throttle sudden spikes
- Payment integrations are Pro-tier only
- No first-party HIPAA
- No native A/B testing
Pricing
- Free plan: $0. Unlimited forms, unlimited submissions (fair-use), duplicate prevention.
- Starting paid tier: Pro at $24/mo monthly ($240/year yearly). Partial submissions, remove branding, Meta Pixel.
- Business: $74/mo monthly ($740/year yearly). Data retention controls, priority support.
- Free trial: Not needed. Free plan is permanent.
G2 rating: 4.5/5 (304 reviews on G2)
Start capturing qualified leads on the free plan
Formester ships unlimited lead forms, AI generation, conditional qualification, and CRM connectors on Free. No 100-entry cap, no $800/mo Marketing Hub upgrade.
Try Formester freeFree forever · No credit card · 56,000+ teams
11. Gravity Forms, the WordPress lead capture plugin
Gravity Forms lives inside your WordPress install. Basic License at $59/year includes HubSpot and Mailchimp add-ons. Pro at $159/year adds Stripe, PayPal Checkout, Square, Zapier, Slack. Elite at $259/year covers unlimited sites and adds Salesforce (Elite add-on).
You own the WordPress hosting and plugin patching. For teams already running WordPress marketing sites, this is the tightest integration.
Best for: WordPress marketing sites capturing leads on landing pages, and agencies managing WordPress sites for clients.
Strengths
- Self-hosted on WordPress, no vendor lock-in on lead data
- Elite License at $259/year covers unlimited sites plus every first-party add-on including Salesforce
- HubSpot and Mailchimp add-ons on Basic License ($59/year)
- Category-leading conditional logic for lead qualification
- 4.7/5 across 248 G2 reviews
Weaknesses
- No free plan. 30-day money-back guarantee.
- Not usable outside WordPress
- You maintain WordPress and plugin updates
- No native A/B testing
Pricing
- Basic License: $59/year. 1 site, HubSpot, Mailchimp, ActiveCampaign, Campaign Monitor.
- Pro License: $159/year. 3 sites, Stripe, PayPal, Square, Zapier, Slack.
- Elite License: $259/year. Unlimited sites, Salesforce, User Registration, all add-ons.
- Free trial: No free plan. 30-day money-back guarantee.
G2 rating: 4.7/5 (248 reviews on G2)
12. WPForms, the beginner-friendly WordPress lead capture plugin
WPForms is the friendlier WordPress alternative. Elite at $299.50 year one (renews at $599/year) unlocks Salesforce, HubSpot, Zoho CRM, Airtable, Pipedrive, and Webhooks. For a WordPress site owner who wants a CRM-native lead form without maintaining hooks and filters, WPForms Elite is worth the price.
Pro at $199.50 year one adds A/B testing (rare in this category), Conversational Forms for Typeform-style qualification, and 2,100+ templates including lead-capture-specific ones.
Best for: WordPress site owners who want CRM-native lead capture and a friendlier plugin than Gravity Forms.
Strengths
- Free Lite plugin handles basic lead forms
- Pro tier includes A/B testing
- Elite tier at $299.50 year one adds Salesforce, HubSpot, Zoho CRM, Airtable, Pipedrive, Webhooks
- Conversational Forms on Pro adds Typeform-style qualification flow
- 4.7/5 across 971 G2 reviews
Weaknesses
- Renewal pricing doubles year two ($299.50 → $599 on Elite)
- WordPress only
- No first-party HIPAA
- Upsell notices in the WordPress admin can be aggressive on Lite
Pricing
- Free plan: WPForms Lite (WordPress plugin), basic lead forms with branding.
- Basic: $49.50/year first year, $99/year renewal. 1 site, WPForms AI.
- Pro: $199.50/year first year, $399/year renewal. 5 sites, A/B testing, payments, 2,100+ templates, Conversational Forms.
- Elite: $299.50/year first year, $599/year renewal. Unlimited sites, Salesforce, HubSpot, Zoho, Airtable, Pipedrive, Webhooks.
- Free trial: Lite plugin is permanently free.
G2 rating: 4.7/5 (971 reviews on G2)
13. Wufoo, the straightforward multi-user lead capture tool
Wufoo has been on the market since 2006 (owned by SurveyMonkey since 2011). It's stable, reliable, and unusually generous on user counts: 3 users on the Free plan. For a small marketing team that needs a shared lead-capture inbox, that alone makes Wufoo worth a look.
Payments require Starter at $16.25/mo yearly. The 25 MB file upload cap is tight for gated content like ebooks with rich media.
Best for: small marketing teams that value predictable annual pricing and don't need AI or CRM-native integrations.
Strengths
- Free plan includes 3 users (rare in this category)
- Predictable annual pricing ($195 to $2,523/year)
- SurveyMonkey infrastructure means enterprise-grade uptime
- Straightforward embed for lead capture forms on any site
Weaknesses
- File upload cap 25 MB, tight for gated ebooks or media
- No first-party HIPAA
- No first-party AI form generator
- No native A/B testing
- Free plan caps at 100 entries/month
- Interface hasn't been rebuilt in a while
Pricing
- Free plan: $0. 5 forms, 100 entries/month, 3 users.
- Starter: $16.25/mo billed annually ($195/year). 10 forms, 1,000 entries/month.
- Professional: $33.25/mo billed annually ($399/year). Unlimited forms, 5,000 entries/month.
- Advanced: $83.25/mo billed annually ($999/year). Unlimited forms, 25,000 entries/month.
- Ultimate: $210.25/mo billed annually ($2,523/year). Unlimited forms, 200,000 entries/month.
G2 rating: 4.2/5 (296 reviews on G2)
14. Formstack, the enterprise Salesforce lead capture builder
Formstack targets Salesforce shops and regulated enterprises. Salesforce integration is best-in-class: field mapping, campaign attribution, opportunity linkage, all handled natively.
Starting price is $83/mo billed annually. HIPAA sits on Salesforce Solutions (custom) or Enterprise. For B2B teams that use Salesforce as the CRM and need PCI + HIPAA + workflow compliance, this is the right tier.
Best for: B2B enterprises using Salesforce as CRM, healthcare-adjacent lead capture, and financial services with a compliance checklist.
Strengths
- Best-in-class Salesforce integration for form-to-lead mapping
- HIPAA on Salesforce Solutions and Enterprise
- PCI-compliant payment handling
- Suite plan bundles Forms + Documents + Sign
- Formstack AI for form generation on paid tiers
Weaknesses
- No free plan. 14-day trial.
- Forms plan caps at 1,000 submissions PER FORM
- Starting price of $83/mo yearly puts it out of range for small marketing teams
- G2 rating of 4.3/5 (471 reviews) is the lowest here
Pricing
- Free plan: None. 14-day free trial.
- Starting paid tier: Forms at $83/mo billed annually. 1 builder, 25 forms, 1,000 submissions per form.
- Suite: $250/mo billed annually. Forms + Documents + Sign bundle.
- Salesforce Solutions: Custom. PCI + HIPAA-compliant.
- Enterprise: Custom. Unlimited builders, HIPAA scope in contract.
G2 rating: 4.3/5 (471 reviews on G2)
15. Microsoft Forms, the M365 internal lead capture option
Microsoft Forms is bundled with M365. For internal lead-capture use cases (employee referral programs, partner registration inside the M365 tenant, cross-team lead handoff), this is free at the org level.
Weakness for external lead capture: no direct CRM sync, no native payments, no custom domain. Every form lives under forms.office.com. Fine for internal, weak for external.
Best for: Microsoft 365 organizations running internal lead-capture programs (employee referrals, partner registration inside the M365 tenant).
Strengths
- Free with any Microsoft 365 Business or Education subscription
- 5,000,000 responses per form on Business / Education plans
- Native Excel, Teams, and SharePoint integration for internal workflow
- HIPAA available with HIPAA-eligible M365 plan + BAA
- Copilot AI can generate forms from a prompt
Weaknesses
- Only makes sense if you already pay for M365
- No direct CRM sync (Salesforce, HubSpot, Zoho)
- No first-party payment collection
- No native custom domain
- Personal plan caps at 200 responses per form
Pricing
- Free plan: Free with any personal Microsoft account. 200 responses per form.
- Business: Bundled with Microsoft 365 Business plans starting around $6/user/month.
- Education: Bundled with Microsoft 365 Education plans.
- Enterprise (with HIPAA): HIPAA-eligible M365 plan + signed BAA.
- Free trial: Free with any Microsoft account. Business M365 has a 30-day trial.
G2 rating: 4.4/5 (475 reviews on G2)
16. Google Forms, the free basic lead capture option
Google Forms is free with any Google account. Unlimited forms, unlimited responses. For a solo consultant capturing leads through a Squarespace or Google Site, or a small nonprofit capturing volunteer signups, this is fast and free.
Where it stops working for real lead capture: no direct CRM sync, no branded landing pages, no offline mode, no A/B testing. Google Forms captures leads. It doesn't turn them into customers.
Best for: solo consultants, freelancers, small nonprofits, and internal Google Workspace teams running basic lead capture.
Strengths
- Free with any Google account
- Unlimited forms and unlimited responses
- Native Google Sheets integration
- Gemini-assisted question generation on eligible Workspace plans
- HIPAA available with HIPAA-eligible Workspace plan and BAA
Weaknesses
- No direct CRM sync
- No payment collection
- Branding is minimal, no custom domain
- No native A/B testing
- G2 does not list Google Forms as a standalone product
Pricing
- Free plan: Free with any Google account. Unlimited forms, unlimited responses (bounded by 15 GB free Drive storage).
- Business Starter: Bundled with Google Workspace at around $6/user/month.
- Business Standard: Bundled at around $14/user/month.
- Business Plus: Bundled at around $22/user/month.
- Enterprise: Custom, includes HIPAA-eligible workflows with BAA.
G2 rating: Not standalone-rated on G2 (bundled under Google Workspace)
Which lead capture software should you actually pick?
The right pick depends on where the lead goes next.
If your CRM is HubSpot: HubSpot Forms Free is the shortest path, and Marketing Hub Starter at $7/mo (base) removes branding + adds A/B testing.
If your CRM is Salesforce: Formstack Salesforce Solutions is best-in-class native. Gravity Forms Elite ($259/year) adds Salesforce Add-On if you're WordPress-first.
If your CRM is Zoho: Zoho Forms Basic at $10/mo yearly. Cheapest, tightest, no middleware.
If your CRM is Airtable or Notion: Fillout, no contest. Two-way sync is the moat.
If you want unlimited free lead forms with AI + payments: Formester or forms.app. Formester adds offline capture for events.
If you want conversational qualification: Typeform (higher completion on 5+ question forms) or Paperform (if you also want a landing-page-style page around the form).
If you run WordPress marketing sites: Gravity Forms Elite ($259/year unlimited sites) or WPForms Pro ($199.50 year one with A/B testing).
If you need lead scoring calculations: Cognito Forms for the calculation engine, or Formester with conditional logic for lighter scoring.
Verdict
Lead capture is a CRM problem more than a form problem. The tool that fits your workflow is the one that lands the lead where it needs to go without middleware.
For most teams, Formester replaces a general form builder plus a landing page tool with a single free plan that includes AI generation, conditional qualification, and payments. HubSpot Forms is the safest pick for HubSpot-first shops. Typeform lifts completion on longer qualification forms. Zoho Forms and Formstack own their respective CRM ecosystems.
Test the free plan of the top two candidates against a real lead form on your site and see which one actually flows the lead into your CRM without breaking. That is the fastest way to find the right fit.
