Chatbots are artificial intelligence software that can simulate natural conversations to provide customer service. They are important because they can save companies money on customer support costs while providing 24/7 service. Good chatbot copywriting involves setting goals and metrics for the chatbot, creating a fun personality, keeping responses short, testing the chatbot with users, and including clear calls to action. Key aspects of chatbot copy include naming the bot, using an avatar, responding quickly with relevant information, and guiding users toward the desired outcome.

1. Chatbot
Copywriting
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2. What are chatbots?
According to Expert System, “A chatbot is artificial intelligence (AI) software
that can simulate a conversation (or a chat) with a user in a natural language
through messaging applications, websites, mobile apps, or through the
telephone.”
That’s a whole lot of tech jargon. Let me break it down.
Imagine a chatbot as the person that takes your order in a restaurant but
doesn’t make the food.
They greet you, ask you what you’d like, and fulfill your needs. (Kind of like a
butler.)
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3. Why are they important?
A chatbot helps to:
● Save time, manpower, and costs.
● Improve customer engagement and onboarding around the clock.
● Answer customer queries automatically.
● Create a delightful customer experience.
As a matter of fact, chatbots help companies save up to 30% on customer
support costs.
Unless you drink enough coffee to get an entire Olympic team banned, you
can’t always be there for your customers 24/7.
Chatbots are becoming the norm. The majority. You don’t want to get left
behind while competitors are gaining an edge.
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They create an authentic conversational
experience that makes you question your
thoughts of whether you are talking to a
human or a bot.
Take Poncho for an example:

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This is what a chatbot looks like when it isn’t
programmed correctly and has bad copy:

6. How to hire a chatbot copywriter
When hiring a chatbot copywriter, I suggest first looking for experience with
chatbots.
This can be writing chatbot templates, developing them, or using them on their
personal website.
They need to understand how to speak to customers in a way that resonates
with them and moves them from discovery to conversion in the quickest
manner.
It helps copywriters for hire like myself to write material that matches the way
readers speak.
Chatbot copywriters ideally will have an impressive portfolio and track record
too.
I don’t mind giving some love to the small guys but if you want a big ROI, you
need to invest in a professional writer. Case studies are a plus.
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7. Chatbot
copywriting
strategies

8. 1. Set a goal and define KPIs
Don’t just slap one on your website and forget about it. 👎
That’s not going to do anything but tick off users.
Instead, define a goal and KPIs.
The objective may be improving customer service or moving users through the
sales funnel.
This will impact how the chatbot is set up and the sales copy is written.
You will also need key performance indicators. Think of them as a North Star. It
tells you if you’re moving in the right direction.
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9. 1. Set a goal and define KPIs
They include:
1. Chatbot activity
2. Bounce rate
3. Retention rate
4. Chatbot responses
5. Chatbot conversation length
6. Chatbot click-through rate
7. Goal completion rate
8. Non-response rate
Determining these will help you measure the effectiveness of a chatbot. It
needs to move the needle after all.
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10. 2. Create a personality
Chatbots shouldn’t be boring and bland. They need to have a personality. Some flair.
Users should feel like they’re interacting with a fun assistant. You can do this in one of two ways.
The first is to give your bot a name and avatar. I like how MobileMonkey does this:
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11. 2. Create a personality
Alternatively, you can add the photo of a customer service
rep that will be handling the conversation once it reaches a
certain point and requires a human to handle the
conversation.
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12. 3. Keep it short and sweet
C’mon! we’re in 2020. No one sends walls of texts anymore.
People are crunched for time. They need quick answers.
That’s why chatbot copywriting scripts should consist of
short and sweet messages.
They get the job done. They don’t waste the user’s time.
Look how MongoDB uses a casual and convenient chatbot:
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13. 3. Keep it short and sweet
It greets you with the option to find an answer in their article
database or by asking a question.
Clicking “Send us a message” gives you several options.
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14. 3. Keep it short and sweet
Clicking one automatically prompts the chatbot to deliver
relevant answers and website links.
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15. 4. User testing and MVPs
You won’t know how well your chatbot performs or interacts
with users without testing.
Think of yourself like a scientist in a lab.
You tinker with different elements of the chatbot copy until
it’s perfect.
Begin by releasing an MVP.
This is a simple version of the chatbot with basic scripts and
chat flows.
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16. 4. User testing and MVPs
Observe your KPIs. Are people using the chatbot? Moving
deeper into your website? Converting?
Cool. Keep going.
You can then develop the areas of the chatbot that get
attention and either optimize or remove the parts that don’t.
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17. 5. Have clear CTAs
Chatbots need to do something. Not just look nice.
That’s why having clear calls to action are critical for success.
This helps guide users to a solution for their inquiry and also move them
closer to the point of sale.
The first call to action should be something along the lines of “Let me know
how I can help you” to prompt an initial response.
Then, ask further questions and state what they should do next depending
on the conversation flow.
Interested in services? Tell them to read your services page.
Looking for a certain product? Forward them to the correct category product.
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18. Learn more about copywriting at
www.carminemastropierro.com
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