Lesson 1

How to make an effective chatbot & add it to your website.

As conversational marketing technology continues to gain momentum, interest in using chatbots for businesses grows in a high-paced rate. Fortunately, there are now many tools available that make it possible for even non-programmers to make effective chatbots. Knowing how to make a chatbot and add it to your website will help you have more real time interactions with your audience and, if done right improve your marketing and sales performance. 

What are we going to cover?

What most people get wrong creating conversational marketing chatbots on their websites.

The right way to create an conversational marketing chatbot and add it to your website.

Creating a conversational marketing chatbot and adding it to your website does not have to be rocket science. By creating an overview and outlining your goals you’ll be able to create an conversational marketing chatbot that fits your needs.

Step 1: Create an overview and define the goals you have with your chatbot.

The first step is to define the goals you have with your conversational marketing chatbot. Your goal may be collecting leads, solve customer queries, collect feedback, make appointments. Or a combination. Defining your goals will give you clarity on how to build your chatbot.

The next step is to create an overview so that you have clarity on what is neccessary to build your chatbot. The chatbot design canvas created by AI, NLP, and chatbot expert Srini Janarthanan is a great tool for this.

This canvas will give you a clear understanding of what it takes to build an effective website chatbot. The canvas goes over different aspects of that are part of building a chatbot. During the expert interview, Srini describes the process and the different aspects of the canvas.

Chatbot design canvas

Step 2: Define which tasks you want a bot to solve and what tasks you want a human to take over.

This part is often overlooked but very important to have clarity on. To have great conversational experiences it’s important to define what tasks you want the chatbot and human agent to solve. To do this it can be helpful to plot a graph (see image below).

1. High frequency and low complexity.
Best use cases for your a chatbot.

  • Collecting leads
  • Booking appointments
  • Asking Feedback

2. Low complexity and low frequency:
Similar to the precious tasks however lower in frequency. This is the low hanging fruit. 


3. High complexity and low frequency.

The best use case for a live human chat.


  • Customer specific sales pitch.
  • A live demo of your product a.

4. High Frequency and high complexity
These tasks are the best use cases for a hybrid model
A hybrid model where the chatbot and live chat agent work together. In many cases, it will be interesting to choose a model where the chatbot handles the 1st part of the conversation and where they qualify and pre screen the user and then when requested hand over to a human for the more complex tasks.

Conversational Marketing Chatbot Tasks

Step 3: Create a conversation flow that optimizes for performance.

Now it’s time to create a conversation flow. In a conversation flow you lay out the entire conversation in a design (see image). You can do this on paper, or use a tool like sketch for it.

Most chatbot builders offer a visual representation of your conversational flow when building a chatbot. This feature will, help to maintain an overview, save time and prevent errors. However, it is smart to have the conversation diagram drawn out before you start working with different conversation components. 

Tips for creating a conversation flow:

  • Have clarity on your conversion goal, your user, and the personality of your bot.
  • Utilize what kind of conversation models you want to use.
  • Get inspired with different templates
  • Consider the possibility of having a hybrid model
Create Website Chatbot Flow
Conversation Flowchart

Utilize conversation models to create an effective flow.

When designing a conversational marketing chatbot it’s effective to research several conversation models and build upon them. You can utilize several conversation models within one chatbot. 
We listed two conversation models you can use in your chatbot below.

The power of templates

Don’t reinvent the wheel if you dont have to. There are 1000s of templates that you can easily use as a starting point. Utilize these templates, however still have a clear understanding of your conversation flow.



This popular conversation model involves four steps:
Attention: Get your user’s attention quickly.
Interest:  Get your users interested by giving hooks.
Desire:  Grow their desire for your offer.
Action: Give them reasons to take advantage of your offer.

2. PAS

(Problem Agitation Solution)

Another structure to test is the problem-agitate-solve
Problem: Describe the current problem your prospect is facing
Agitate: Emphasize the pain of the problem
Solution: Share how you’ll help them solve it

Choose the conversation components that serve your chatbot 

Conversation compontents make your chatbot engaging while simontanesoly solving your goal.
    • Greeting Message: Used to say hello or start a conversation. Formality is dependent on relationship (return versus new users).
    • Informing message.
    • Error message.

Engaging questions: 

    • Text question
    • Multiple choice
    • List question (select multiple questions)

Converting questions:

    • Appointment
    • E-mail address
    • Phone number
    • Live Chat
    • Video Chat

Feedback questions:

    • Opinion scale
    • Ratings

Test some of the compontents here!

Step 4: Design your conversational marketing website chatbot and give it the right personality

Interface options for your website chatbot

There are several interface options you can choose for your conversational marketing interface. The most popular and the one you will see most across the web is the widget. However, in some cases, it can be smart to embed the interface within a page or create a separate landing page.



Use for: 
Homepage or all page
Content enrichtmen
Central point


Embed the bot in your page like we are doing accross this masterclass.

Use for:
– Content enrichment





Conversational Landing page 

Use cases: 
– Marketing campaigns (e-mail / paid advertising)
– For feedback forms.

Animate your website chatbot with GIFS and Emoji’s

 Make it playful and fun to engage with your chatbot.

Have a compelling welcome message and avatar 


Tricks for a wow effect

  • Solve a complex problem unexpectedly. 
  • Offer something special upfront – Like a quiz question or a discount.
  • Avoid using a human face as an avatar – users expect it to be a chatbot. Save your human face for live chats and conversations.
  • Make sure your chatbot stands out on mobile. So always double-check how it looks on mobile
  • Have seamless handover to human live chat.
Adding personality to chatot

Step 5: Integrate your conversational marketing chatbot

With live and video chat

Having a seamless integration with live and video chat is essential to making an effective conversational experience. How to make a live chat a component.

1.) The user interacts with the chatbot.
2.) Chatbot qualifies user and somewhere in the funnel offers the user switch to a live demo or conversation
3.) The user accepts and company representatives get notified that users want live chat
4) Sales rep accepts notification and start a conversation or video chat with the user.

We discuss creating this hybrid model in chapter 5. Optional for video: company can also notify all users that a live chat is starting.

In your marketing automation strategy

We will dive deep into this subject in chapter 4. However we believe that embedding your chatbot into your marketing automation is crucial and important part of building a chatbot.

With the right tools

We recommend using:

– Zapier
– Webhooks
– Google spreadsheet
– Your e-mail providers (Mailchimp)