Lesson 1

How to make an effective chatbot and 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 most people get wrong creating conversational marketing chatbots on their websites.

  • Failing to create a chatbot that grabs attention.
  • The chatbot is designed without a clear goal in mind.
  • The welcome message is standard and not compelling and/or unique.
  • The interface is to complex and therefore causes a lot of frustrations.
  • There is no synergy between live chat and bot.
  • The bot is built from a bot centric perspective.

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

Creating a 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 chatbot that fits your needs. Here’s how.

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 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.

Goal with the chat overview

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 considering frequency (X) and the Complexity (Y). Please see the image below.

1. High frequency and low complexity. Best use cases for having a bot over a human


  • Collecting leads
  • Booking appointments
  • Asking Feedback
convertional task

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 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
Create a conversation flow that optimizes for performance.

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
enrichtment Central point


Animate your website chatbot with
GIFS and Emoji’s

Make it playful and fun to engage
with your chatbot.

animation with chatbot


Use cases:
Marketing campaignsFor
feedback forms.


Have a compelling
welcome message and avatar

Make it playful and fun to engage
with your chatbot.

welcome message and avtar

Tricks for a wow effect

Converting questions:

  • 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.
tricks for wow effect

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 marketing experience. Your truly building a bridge bewetee n marketing and sales. How to make a live chat a component.

1. The user interacts with the automated 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 the users want live conversation.

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 website visitors that a live video is starting so they can all join.

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)

Conversational Marketing Masterclass