Building User Engagement with Form Builders

Written by Jamie Bowers

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In the world of website management, enhanced user engagement and streamlined customer interaction is an ongoing pursuit. One of the many tools available to create an engaging experience on your website is the form builder – a feature that can help transform your website from static information into dynamic connection. There are a slew of form builders for WordPress plus other third-party options, and each has unique features designed to capture the attention and input of your website visitors.

The value of website forms

A website form is more than an online questionnaire – it is a medium through which your business communicates with its customers. Forms allow for the creation of surveys, contact forms, email subscriptions, and other interactive elements that are not only for lead capture, but also prompt visitors into action. Their flexible nature ensures that your web presence is not just a display, but a space for intentional connection.

Forms on WordPress websites can be built in various ways. Some are plugins equipped with a basic set of features to get you started. There are also robust third-party tools, often with integrations for CRMs, or email marketing software. One of the primary functions of a form builder is data collection. However, it’s about more than just gathering information. The data you obtain can be invaluable for understanding your audience, offering your services, and refining your marketing strategies.

Customer journey

A form is often the action you want those potential customers to take on your website, that leads them to a nurture sequence or to convert to a lead. Forms are integral to the customer journey, especially for service-based businesses where the goal is often to move potential customers from awareness and interest to the next phases of the funnel.


As data privacy regulations continue to tighten, users are more aware of their online privacy and the security measures guarding their information. Quality form builders often come equipped with the necessary features to keep your customer’s data safe and your business compliant with relevant laws.

The art of form builders

A form builder is a tool that simplifies the creation of web forms by allowing you to design and customize how your forms look on the front-end, and where that information gets stored or sent on the back end. With a variety of fields at your fingertips – from text boxes to drop downs – you can craft forms for any purpose you can imagine. Think contact forms for discovery calls, email capture forms for your newsletter, or donation forms for your nonprofit.

Form builder cuts out the time-consuming process of coding, and lets you quickly build a professional form tailored to your specific business needs. Visual consistency across platforms is essential because every interaction with a potential customer is an opportunity to reinforce your brand. Functionality of a form builder is great, but almost as great is the ability to style your forms with your business’s branding. Depending on the form builder, there are customizable templates, color schemes, and layout options make sure the form will integrate smoothly into your website, maintaining a professional and branded appearance. This can also include styling your form with your business’s brand colors, fonts, and logo.

WordPress vs. embedding question: the right form builder for your needs

When it comes to form building on WordPress, site owners often have the same initial question: should they use a built-in WordPress form builder or embed third-party form from another platform? Really the question to ask is ‘what are my business’s specific needs?’. Understanding your requirements is the first step in choosing the right tool. It’s important to choose a form builder that aligns with your business’s specific needs and scalability.

WordPress ecosystem

Built-in WordPress form builders, such as those in popular plugins like Gravity Forms or WPForms, excel in their integration, and ease of use. For simple WordPress integration and an intuitive interface, WPForms is a popular choice. While Gravity Forms offers more complex functionality for businesses with specific data capture or processing needs. There are a number of other form builders in between.

Third-party platforms and extensions

On the other hand, embedding forms from platforms like HubSpot or Dubsado, can bring advanced functionalities, especially for businesses already using these services. The same option is true for embedding forms from email marketing platforms like ActiveCampaign, ConvertKit, or Mailchimp. Also consider the future growth and integration possibilities when choosing your form builder. Look for options that seamlessly integrate with popular tools and platforms that your business may adopt down the line.

Conversion Rate Optimization (CRO) & form building

Creating a form is one thing, creating one that converts is another. To maximize your form’s ability to land submissions, you need to apply solid Conversion Rate Optimization (CRO) strategies. Crafting a compelling form is an art that, when combined with data-driven strategies, can significantly boost your conversion rates.

Understanding user behavior

Utilize user behavior tools and analytics to understand how visitors are interacting with your forms. Are they abandoning forms midway? If so, where and why? Tools like heat maps and session recordings can shed light on these questions and inform your optimization efforts.

Tiny tweaks in color, label text, or the CTA can have a significant impact on form performance, which can be done with A/B testing. Test various elements one at a time to uncover the combinations that resonate best with your audience. Employ A/B testing methodologies to experiment with different form designs, field arrangements, and questions. This data-led approach allows you to refine your forms for optimal engagement and conversion.

Clear, compelling copy and design

The language you use in your forms can make a huge difference in their effectiveness. Clear, concise, and action-oriented copywriting ensures that users understand the purpose of the form and are motivated to complete it. Your form’s design should be clear, compelling, and aligned with user intent. Ensure your design directs attention toward the submission button.

Minimize form fields to have a shorter, simple form. A long form with many questions is much less likely to be completed. Even if you need or want more information from potential customers, only ask for the essential information up front in your form. Then as your relationship with the potential customer develops you can gather more details. Follow-up with email or other channels to continue gathering the information you want.

Mobile optimization

It’s a non-negotiable to be sure your form is optimized for mobile. A responsive design that adapts to screen sizes ensures a seamless user experience.


Form builders are not mere data collection tools; they are a key piece of user engagement and conversion on your website. Carefully selecting and utilizing these tools can lead to a more meaningful user experience for potential customers, and the growth of your business.

Want expert help building out the forms on your website with CRO best practices? Schedule a free 30min Discovery Call with us! We will chat over a cup of coffee (or tea) about your business goals and how your website is part of the journey.

Hi! We’re Zainatain

Zainatain is a web design and conversion rate optimization company fueled by coffee ☕, adventure ✈️, and a healthy dose of humor 🤣. We believe in the power of digital interfaces to accelerate business growth and help our clients achieve their business goals.

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