What Is Gravity Forms & How to Use It in 2021

What Is Gravity Forms & How to Use It
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Per the Disclaimer, some links in this blog post are affiliate links. This means that if you sign up for a service or purchase a product through one of our links, I will receive a small commission at no cost to you.

One key component to any WordPress site, or any website for that matter, are forms for contacting you, subscribing to your newsletter, scheduling a consultation, and endless other possibilities.

When it comes to building forms in WordPress, Gravity Forms is by far my favorite. I’ve tried other plugins like Ninja Forms and WP Forms, and they were worthy components but, at the end of the day, I found Gravity Forms to be a more mature product that had an active development community, plenty of add-ons, and lots of integrations to services I use like ActiveCampaign and Zapier.

In this post, I’m going to go over everything you need to know about Gravity Forms and how to implement them on a page.  If you prefer to watch a video, you’re in luck! Just watch below.

What Is The Gravity Forms Plugin?

What Is The Gravity Forms Plugin?

Gravity Forms is a premium WordPress plugin that is a powerful forms builder that will help you create beautiful, stylish, and fully functional forms on your website. Form types include contact forms, multi-step forms, job application forms, surveys and quizzes, eCommerce payment and donation forms, and much more!

In essence, it allows you to collect information, and then you can choose what to do with that information.

For example, you can connect Gravity Forms to your email marketing or digital marketing service.

If you don’t have that setup, no fear! It can store the results inside WordPress and also email you whenever a new submission is entered.

Who is Gravity Forms For?

Who is Gravity Forms For?

Since Gravity Forms is so powerful, you might think it’s targeted towards more advanced users. However, that’s not the case at all!

It has a very easy to use & intuitive drag and drop editor that allows you to quickly add new fields and columns.

If you don’t know where to start with your form, you can choose from 13 pre-defined templates.

Additionally, with over 45 add-ons (if you purchase their “Elite” license), you can easily connect Gravity Forms to your favorite email marketing service, CRM, take payments via PayPal or Stripe, and connect to other services such as Slack and Trello.

So, whether you’re completely new to WordPress or a developer, installing and using Gravity Forms is extremely easy to use. In my use cases, pretty much every integration is just a few clicks!

What Kind of Fields Are Available?

What Kind of Fields Are Available?

Gravity Forms has many fields that come with it out of the box; however, if you purchase other add-ons that integrate with it, additional fields become available.

You can add “Standard Fields” such as:

  • Single Line Text
  • Paragraph Text
  • Drop Down Menus
  • Checkboxes
  • Radio Buttons
  • … and more

Additionally, they have “Advanced Fields” which are fields you’d normally expect on contact forms, etc. What’s unique about Advanced Fields is that they already have “autocomplete” enabled for that field.

For example, one Advanced Field is “Name” which allows you to ask for the user’s First and Last Name (and Middle Name if you wish) and when the user clicks on the field it will automatically suggest pre-populated values.

Additional Advanced Fields include:

  • Phone Number
  • Email Address
  • Street Address
  • Website
  • Date & Time
  • … and more

Beyond these fields, you’ll find unique fields like “Post Fields” if you want to use Gravity Forms to post content and “Pricing Fields” for products, etc.

One integration that I especially like is the one with Simply Schedule Appointments. Essentially, I can add a unique “Appointment” field to any form.

What Are Some Core Gravity Forms Features?​

What Are Some Core Gravity Forms Features?​

Form Editor

As mentioned earlier, their Form Builder is one of their more attractive features. The Gravity Forms builder functions as a user-friendly drag-and-drop interface. In the form editor, you can easily add new fields, select types of fields, and rearrange the fields as needed.

Email Notifications & Forwarding

By default, every new form has “Admin Notification” enabled which basically means that you’ll receive an email whenever someone completes a form. The email contains all the fields from the form.

However, notifications can be configured based on a field from the form or you can configure routing.

Typically, you’d choose “Select a Field” if you want to send an email confirmation to the user completing the form. In this scenario, you’d select the Email field from the form.

“Configure Routing” is another option that allows you to send the form contents to a specified email address depending on the contents or selection of a field.

Conditional Logic

The Gravity Forms’ conditional formatting feature, perhaps its most useful and popular feature, reveals or hides certain fields based on the user’s answers to or selections of specified fields.

One scenario where this could be useful is if you want to request additional information from a user if they’re a business owner or not.


Starting with their “Pro” license, Gravity Forms provides add-ons to integrate with PayPal, Square, and Stripe.

With their “Elite” license, you can also integrate with 2Checkout and Authorize.net.


There are several confirmation options available. You can show text, select a specific page to go to, or specify a URL to redirect to.

One notable feature with all the options is that you can pass along form data, either in text or as a query string parameter.

For example, most of the forms on here redirect to a page with a query string parameter “fname” and I use a plugin called URL Params which allows you to display the parameter value on the page.

How to Add a Gravity Form to a WordPress Page

How to Add a Gravity Form to a WordPress Page

Adding a form to any page is extremely easy!

If you are using the built-in WordPress editor (called the Gutenberg editor), you simply add the “Gravity Forms” block and then choose the form you wish to add.

If you are using a page builder, like Elementor, then you have a couple of options. You can buy another plugin called Ultimate Elementor, or you can do what I do and simply enter a shortcode. It looks something like the below surrounded by square brackets:

[gravityform id="1" title="false" description="false" ajax="true"]

For more information about how to use shortcodes, check out their documentation.


As you can see, Gravity Forms is quite powerful on its own, but I specifically love it because there are so many third-party plugins that extend it to make it even more robust.

Choosing what plugin you want for your WordPress installation is a big decision as it can truly drive your digital marketing efforts as it can connect your website with other services.

If you are interested in Gravity Forms, but unsure about installing it or configuring it, contact me!

If you have any questions or comments regarding this post, please leave them below!

Thanks for reading,

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AJ Tatum Digital
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