At least 63% of marketers and brands cite “traffic and lead generation” as their number one marketing challenge. Putting lead generation ahead of proof of ROI (60%) and budget constraints (28%). So it’s understandable that marketers are constantly submitting web forms.

Unfortunately, few have succeeded. While 74% of marketers rely primarily on forms for lead generation, only 21.5% of leads convert. However, using Gravity Forms can help increase these conversions, if used correctly.

What is Gravity Forms?

Gravity Forms is a WordPress plugin designed to allow marketers and brands to easily and quickly generate high-value custom forms to collect user information.

The plugin comes with several pre-made forms that you can use right away. However, you can also easily customize your forms to meet your needs and the needs of your customers. Pricing for Gravity Forms starts at $59/year.

How to Increase Lead Generation with Gravity Forms

Here are seven ways Gravity Forms can help you convert more leads to your WordPress website.

Quickly create forms with drag-and-drop functionality

To start creating forms, on your Gravity Forms homepage, access the menu, select Forms, select New Form. Simply provide the appropriate form name and description when prompted. Then click “Done” and drag and drop the fields onto the new form. Easy, right? You can also easily edit your forms by hovering over them.

Create advanced forms using conditional logic

Besides standard forms, you can use the conditional logic feature to define custom parameters. This allows it to ensure that certain fields and information are only displayed when certain conditions are met. For example, you can choose to display a location field only after the user enters their contact number.

Add style to your forms for a professional touch

Unfortunately, creating forms isn’t just about collecting data; it’s also about grabbing the user’s attention and appealing to their emotions. Gravity Forms offers several CSS classes to help you create more organized and aesthetically pleasing forms. For example, you can easily change the form background, change font sizes, and change the layout of fields.

Build a Winning Mailing List with Signup Forms

Subscription forms are incredibly efficient. However, not knowing the needs of your subscribers can sometimes disappoint you. Gravity Forms lets you add fields to learn about your subscribers’ interests so you can start sending email newsletters at the right frequency.

Add coupons to order forms

Shopping cart abandonment is one of the biggest challenges for digital marketers. This often leaves you with more questions than answers. Gravity Forms has an add-on coupon feature (in the Elite plan) to insert coupons into order forms to reduce abandonment. Moreover, you can customize the coupons as you wish.

Use polls and quizzes to engage users and gather feedback

The Gravity Forms poll add-on lets you generate custom polls and display the results for users to view and share. Similarly, you can take advantage of the quiz add-on to generate custom multiple-choice quizzes. Both of these features can help drive engagement or gather helpful feedback. Or, just use the survey add-on to get business feedback.

Keep out spammers and hackers with security modules

Cybercriminals can sometimes target your website in an attempt to break into your business or perform a ransomware attack. If you see spam from web forms occasionally, it might be hijackers. In addition to protecting you and your customers, Gravity Forms’ security module maintains your conversion rate by keeping spammers out.


There’s no denying that Gravity Forms is a powerful tool for marketers and brands looking to accelerate lead generation efforts. It allows you to create custom forms in no time, while offering advanced form options for better audience targeting. Moreover, it is affordable and very easy to use. Thus, you should consider using Gravity Forms on your WordPress website to increase lead generation for your business.

Mike Gingerich is President of Digital Hill Multimedia (, a Goshen web design, web software and social media marketing company. He is also a business blogger on technology, marketing and growth. Learn more about