Gravity Forms

The developer-grade WordPress form builder — conditional logic, calculations, and 40+ add-ons for complex B2B forms.

Lead Conversion plugin

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At a glance

Best for
agencies, performance-focused, content-heavy-sites
Type
plugin
Pricing
paid
Main use case
Building complex multi-step B2B forms with conditional logic, calculations, and multi-destination data routing.
Workflow stage
Lead Conversion

Details

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Overview

Gravity Forms is a premium WordPress form builder targeting developers and businesses that need advanced form functionality beyond simple contact forms. It supports conditional logic, multi-page forms, file uploads, calculations, user-generated content, and integrations with 40+ third-party services via official add-ons. Gravity Forms is particularly strong for complex B2B use cases — building product configurators, multi-step quote request forms with conditional pricing, and application forms that route data to multiple destinations simultaneously. It has no free version; all plans are paid, starting at $59/year for a basic licence. The developer community around Gravity Forms is extensive, with many third-party hooks and filters available.

Key features

  • Advanced conditional logic u2014 show fields and sections based on any prior answer
  • Calculation fields for pricing estimators and quote generators
  • Multi-page forms with save-and-continue for long B2B qualification forms
  • 40+ official add-ons covering CRMs, payment gateways, and marketing tools
  • User-generated content u2014 forms that create WordPress posts or custom post type entries
  • Extensive developer hooks and filters for custom integrations

Common use cases

  • B2B company building a product configurator form that calculates a custom quote
  • Agency building complex multi-step application forms for client onboarding workflows
  • Developer integrating a WordPress form with a proprietary CRM via custom Gravity Forms hooks

Why it matters for B2B

B2B companies with complex sales processes — custom quotes, product configurations, or multi-party approval workflows — need forms that can handle conditional logic and route data to multiple systems simultaneously. Gravity Forms' calculation fields allow building pricing estimator forms directly on a B2B website, giving prospects an instant ballpark figure while capturing their contact details as leads. The extensive developer ecosystem means virtually any custom integration is achievable.

Pros

  • Most powerful conditional logic and calculation features of any WordPress form plugin
  • Extensive third-party developer ecosystem u2014 virtually any integration is achievable
  • WCAG accessibility compliance u2014 strong default accessible form output

Limitations

  • Premium only u2014 no free version for testing before purchase
  • Can be over-engineered for simple contact forms compared to WPForms
  • Add-on costs stack up quickly for teams needing multiple integrations