The most common ways of using forms with HubSpot include:

  1. Lead generation
    This is the most common use-case we have seen in our experience. Think sign-up forms, request-demo, sales inquiry, product inquiry, event signup, etc ...
  2. Surveys
    Forms can be used to create feedback forms and surveys, which are an essential tool for many teams like your support team.
  3. Support ticket forms
    Forms can also be used to allow your customers to create support tickets.

HubSpot has built-in support for forms as well as surveys. However, the HubSpot App Marketplace is still full of alternatives. Why is that? HubSpot forms and surveys are severely limited in functionality and appearance. For a use-case like lead generation - where having a well-designed and intuitive form can make a huge difference in conversion rates - having powerful and well-designed forms can make a big difference.

This is where third-party form builders come in. They offer a plethora of functionality, and high levels of customization.

In this post we will review the 5 best form builders on the HubSpot App Marketplace. Let's begin!

Ranking criteria

  1. App Marketplace Reviews
    Who best to judge a product other than HubSpot users? Our first ranking criteria is the App Marketplace reviews. Also, HubSpot guidelines prohibit apps from offering any compensation for reviews which reduces bias.
  2. Integration Features
    We will look at the features offered by the integration. Some form building apps only provide a surface-level integration, whereas others offer a deeper integration (example being able to add or create contacts, companies, and even other records). In this criteria we will review how well the form builder integrates with HubSpot.
  3. Other notes
    Some form builders are geared towards surveys, while some are more general in nature. Here we will review how adaptive our form builder is. We will also look at the available documentation and talk about unique features.


Our 5 contenders, in no particular order:

Form builders on the HubSpot App Marketplace
Form builders on the HubSpot App Marketplace

We picked the 5 most popular form builders from the marketplace. Note that the HubSpot App Marketplace has a lot more form builders but we restricted ourselves to the most popular options that are available as a cloud offering, and have at least some reviews. Since we are looking at form builders, we also excluded survey-specific tools like SurveyMonkey.


One of the most popular options, Typeform has over 10,000 installations and over 120 reviews. However, is it also the most loved option? Does it have the most features?


Our very own FormCrafts! FormCrafts has under 1,000 installations and hasn't been on the marketplace for a long time. In fact, it is the newest option on our list. FormCrafts has about 13 reviews.


As a form builder JotForm has been around for a long time. It was started in 2006. Unlike Typeform, which has an opinionated design, JotForm aims to be a more general purpose form builder. It has over 9,000 installations and over 66 reviews.


Also relatively new on the form building scene, Paperform has under 1,000 installations and 3 reviews. is a design-focused form builder, like Typeform. It also has under 1,000 installations, and not many reviews.

Let's begin the evaluation.


App Marketplace Reviews

Typeform might be the most popular form builder on the HubSpot App Marketplace but the reviews tell a different story. Typeform has an average rating of 2.9 out of 5, with a 1 star rating being the most commonly given rating (by about 25% of the reviewers).

Looking at the poor reviews we found some patterns. People complained that they could only integrate one questionnaire in their account, which seems like an odd limitation. Typeform claims to have fixed this issue. Other complaints included not being able to edit the field mappings, and issues with source attribution. Again, Typeform claims to have fixed these issues.

The newer reviews (since Typeform launched their v2 of the integration, supposedly fixing the common issues) mention a difficult-to-use interface, limited scope of the integration, and not being able to use triggers.

People who were happy with the integration generally had shared thoughts about Typeform - easy-to-use, does what it says, and made their work easier. As they say, All happy families are alike; each unhappy family is unhappy in its own way.

2.9 / 5

Integration Features

Typeform improved their HubSpot integration in v2. You can now use their integration to create contacts, companies, and deals. They also have support for updating records, and source attribution.

On the downside, they don't have support for creating timeline events. They also don't support file uploads.

Other notes

The HubSpot integration is available under the Connect tab. Authorization and connection is straightforward. No complaints. The different actions are well described. We did have two issues though:

You cannot re-order the field mappings. This isn't an essential feature but it does help. Also, the field list pulled in from HubSpot lacks any information other than field labels. Again, not a deal breaker.


App Marketplace Reviews

FormCrafts has over 13 reviews, and an average rating of 4.8. This is a far higher average rating than Typeform. Why do people like FormCrafts so much?

The most loved thing about FormCrafts is the user experience, specially for the form respondents. The other thing people liked about FormCrafts was the customer support. Lastly, a few reviewers also mentioned how FormCrafts was a big step-up from the default HubSpot forms, specially for multi-page forms.

On the downside, people noted a lack of great documentation. Noted.

4.8 / 5

Integration Features

FormCrafts has the most features, which was also reflected in the high rating. FormCrafts supports creating and updating contacts, companies, deals and timelines.

FormCrafts also supports updating records, and source attribution. FormCrafts is also the only integration on our list that supports file uploads.

Other notes

FormCraft's HubSpot integration offers the most. In Typeform you need to check Contacts to enable contact creation. In FormCrafts you add an action, called Create Contact. The benefit of FormCraft's approach is that you can configure it to create multiple contacts using the same form submission, something which isn't possible in any other option.

Additionally FormCrafts shows description for HubSpot's fields, which makes it easier to work with. FormCrafts also supports pre-filling your form's dropdown fields with picklist values from HubSpot, which is a life-saver. We haven't seen this option in any other form builder.

FormCrafts also had another feature we haven't seen before - the ability to trigger the integration conditionally. Example, you could create a contact in HubSpot only when certain conditions are met.


App Marketplace Reviews

JotForm has an average rating of 3.8 based on 66 reviews. In general, people like using JotForm with HubSpot. Some commonly mentioned limitations included:

  1. Not being able to update records
  2. Missing / inaccurate source attribution
  3. Having to use workarounds

Overall it seems that the Jotform integration is good, but lacks true depth.

3.8 / 5

Integration Features

Jotform's integration supports creating contacts and deals. It also supports updating records.

On the downside it does not support creating companies or timeline events. It also does not support automatic source attribution or file uploads.

Other notes

Jotform's interface is similar to Typeform. Authorization and connection is straightforward. It allows you to map form fields to their HubSpot counterpart. Basic, but works.

It doesn't have any special or extra feature worth noting.


App Marketplace Reviews

Paperform has an average rating of 3.3 based on 3 reviews. Not much can be said from just 3 reviews, but one reviewer complained that Paperform doesn't interact with HubSpot fully. We suspect this is also owing to a lack of depth in the integration.

3.3 / 5

Integration Features

Paperform's integration with HubSpot supports creating and updating contacts.

It does not support working with companies, deals, or timeline events. It also does not support source attribution or file uploads.

Other notes

Paperform's integration is rather basic, but the interface is quite usable. They have helpful documentation on enabling the integration, but no further documentation on embedding the forms in HubSpot.

One big issue with Paperform's integration is that they only support text and number fields (as defined in HubSpot). For many of our customers this would be a deal-breaker.

App Marketplace Reviews

With an average rating of 2.75 out of 4 reviews, failed to impress users. However, the review count is still too low to come to conclusions. Reviewers noted being unable to setup the integration, running into bugs, and not being particularly happy with the support.

2.75 / 5

Integration Features's integration is also rather limited, like Paperform. It has support for creating and updating contacts.

It does not support working with companies, deals, or timeline events. It also does not support source attribution or file uploads.

Other notes's integration is also quite simple. They have helpful documentation on configuring the integration, but no further documentation on embedding the forms. Their documentation also requires you to rename your HubSpot fields to have certain specific labels in order for them to work, which is quite unintuitive.


FormCrafts offers the most flexible interface, and the most configuration options, while also having the most amount of documentation. We are not surprised that it also boasts of the highest review score on the marketplace. That speaks for itself. You can learn more about our HubSpot integration and features here.