Website Chatbot Guide

Website Chatbot Guide

  • What is a webite chatbot?
  • Why should you use a chatbot for your website?
    • Solve customer pain points
    • Better engagement with existing customers
    • Reduce Number of Missed Opportunities
    • Grow your revenue
  • 4 mistakes to avoid while setting up your website chatbot
    • Don't send them to website link
    • A one way SMS/Voicemail doesn’t help
    • Don't make it like an IVR, make it conversational
    • Ensure you call back if someone has requested a callback
  • Website chatbot examples in popular industries
  • Conclusion

What is a website chatbot?

The number of opportunities you have to grow your small business is directly proportional to the number of visitors on your website (assuming you have done your customer research well). As a small business, you want to ensure that you are able to convert every website visitor. But its impossible to set up your website messaging to relate to every visitor. Everyone is different, person A may relate to the keyword: live chat software, person B may call is web chat software and you may call it website live chat. All of them mean the same and are trying to solve the same problem but different people refer to it differently. So how do you ensure your website is converting all users? The answer is: web chatbot software and not a live chat software (I will explain the difference between the two in some time)

The only way to stop your customer from calling your competition or going to their website when you are unavailable to attend to them on the website through a live chat is a smart webchat software that automatically answers their questions. A webchat bot call or simply a chatbot for the website is chatbot that answers all your customers’ questions in your absence and helps them book an appointment/book a service, get quotes, FAQ’s and more. (NO, this is not livechat or a chatbot that has simple if / else logic, this is a chatbot that uses natural language processing to answer your visitors queries in any form / order)

In order to measure the success of your website chat bot/assistant, different businesses can use different metrics. E.g. A dental practice may care about the number of new patient appointments from the number of visitors that interacted with the chatbot, whereas a mover business may care about engaging and answer customer questions like: “Do you take bookshelves and computer desks without disassembling them?”

Why should you use a chatbot for your website?

Just the way small businesses do not have the bandwidth to answer all calls, similarly it is impossible to engage with all customers via a live chat software. You can’t be sitting on the website all day answering customer queries. If your live chat or web chat software expects you do to that, run away from it. Today! 

But you need a website chat bot because not all answers are obvious to your website visitors and you cannot answer all questions manually. A chicken and egg situation right? How do you ensure you are not losing revenue because of visitors dropping off. I dont have to tell you that if you get 5000 visits a month but have just 100 paying customers, there is something wrong. So simply put, you need a webchat assistant or a bot to do the following on your behalf:

  • Solve customer pain points
  • Better engagement with existing customers
  • Reduce number of dropped off visitors
  • Grow your revenue

What can you do with a website chatbot?

[Embed plumbing web chat to text video]

How many customers visit your website and how many you convert decides the growth rate of your business. Therefore, every information about your business that you convey to your website visitors should be optimized to answer their queries. Customers don’t want to book a service without getting their basic queries answered and almost always, they need immediate assistance. Let’s take an example: If I am on the website of a dental practice for the first time, it is very unrealistic to expect me to book an appointment without getting answers to my questions. At the same time, I don’t want to wait hours/days for the dental practice to get back to me. If one dental practice doesn’t answer my queries, I will find another dental practice. Its as simple as that. While the number of things your website chat bot can do could be many, we’ve taken a look at some of the most important aspect below:

FAQ’s (Frequently asked questions)

FAQs are the first thing that new visitors see on your website. They want answers to their questions before choosing to book your service with your business. Similarly, when they interact with your chatbot, they have questions in their mind which they need answers to, before they decide to book with you. E.g. A patient might want to understand what insurance you accept at your dental practice, a customer might want to know the cost of inspection for his/her plumbing needs and so on. So ensure your website chat bot that faces customers when you are not available to, is ready to answer their frequently asked questions.


The next most obvious and important step that customers want to take either on the website or on a call is to get a sense of cost or very simply put: Quote. If you are a maid service business, customers want to understand if you charge/hour or by size of the cleaning area or by number of bedrooms and bathrooms. Similarly for plumbing businesses, dental practice and all other consumer service businesses, customers first want to get a sense of pricing to ensure the service is in their budget. Ensure your assistant or webchatbot is equipped to answer these questions.

Booking Appointment/Booking Service

Once a customer has got answers to their basic queries and a sense of budget, they are ready to book an appointment with your service. There is no reason why someone would go down the funnel and not book. They need the service and they will book. This is the most crucial step and hence make sure your website chat bot asks relevant questions that are necessary for your business to accept a booking. E.g. a maid service company may ask the number of bedrooms and bathrooms. A dental practice may need to understand if they are an existing patient or a new patient, what’s the issue they are facing etc. While its not necessary that customers follow a particular pattern, it is good to be prepared and keep it conversational. Someone may directly jump to booking, and some may first want to get their queries answered.


We need to be cognizant of the fact that not all customers come to the website to book/get a quote. Sometimes customers want to reschedule an existing appointment. You dont want to end up with a no show simply because you were unable to attend to their need. The goal of your business should be to help them reschedule and not lose the customer completely.  This can easily be done by enabling your chat bot to present the customer with some future dates for availability and that way you dont lose the customer/revenue. 

Remember, we miss customers all the time, given the service heavy nature of most small businesses. But think about what the business lost because you could not respond in time?

– A Paying Customer
– A Recurring Customer
– A Referral
– A Review
– And probably even trust to ever consider coming back

Read more about the impact of a missed call on your business.

3 mistakes to avoid while setting up your website chatbot

Mistake 1: Don’t expect users to stay on the web

The biggest mistake that small businesses make is that they expect users to stay on the web waiting for your response to the live chat or web chat. That doesn’t happen, so ensure you web chatbot is smart enough to answer all queries. In short, it needs to be as smart as your receptionist to automatically answer queries related to insurance, book an appointment for them by integrating with your practice management system or you CRM.

Mistake 2: Convert the conversation to text 

In continuation to the above mistake, make sure your chat bot lets users go away from the web and continue the conversation on their phone through text. How can you do that? Simple, instead of having a chatbot that expects the conversation to happen on web, send a text message to them on their phone as soon as you receive a new query. You can always use a platform like Emitrr that converts web chat to text and answers customers queries automatically.

Mistake 3: Don’t make it like an IVR, make it conversational

One of the most obvious mistake we have seen businesses make is: Creating an IVR like experience on the chatbot. I.e. asking customers to respond with numbers in response to their queries. Remember we are in 2020 and technology has evolved a lot. People hate IVR. They just use it because they dont have an option. But you have an option to create great customer experience and not a traditional IVR. An IVR will most certainly not lead to conversion.

Website chatbot examples in popular industries

The problem of dropped of website visitors iis not just limited to one industry. Almost any business that receives inbound traffic are at the risk of missing leads and losing business. Lets take an example for 4 different industries on how the chatbot would behave. While the goal of the website chatbot remains the same – Engage customers and grow revenue, the conversations can differ significantly as different industries offer different services. 

  • Website Chat Bot in the Plumbing/Dental/Spa and Salon/Maid Service Industry

All of the above industries are very unique with the customers needs being almost immediate. Think about a customer facing water clogging or a severe tooth pain they dont want to wait for a day to let your service get back to them. They are looking for someone who can solve their problem as soon as possible if not instantly. This is why dropped of web visitors in these industries is a big NO. Below is the set of queries service companies should be ready to engage customers on if a call is missed while they are busy handling other customers.

  • Capability to understand if its a new or an existing customer
  • Issue they are facing/Service they are looking for
  • Address where the inspection needs to happen if its an in home service
  • Quote based on the issue
  • Availability of an appointment
  • Payment, if possible with the capability to reimburse
  • Cancelling an existing appointment
  • Rescheduling an existing appointment
  • Insurance queries, if its a medical use case (e.g. dental)
  • Request a call back
  • FAQ’s


After reading this comprehensive piece on website chat bot, you should now be fully equipped to launch your own automated website chatbot. Follow each step involved diligently and be wary of all major and minor mistakes that you can commit if you do not give data the importance it deserves. Here data is nothing but what do customers call you most for. Automate repetitive tasks and stop worrying about losing website visitors for your small business. Website chatbots are  invaluable when it comes to improving your business revenue online. A system always costs less than a human being.

If you found this guide useful, spread the word and help fellow small businesses. If you are looking to solve the problem of missed opoortunities, learn more about Emitrr on