Chatbots: How to write dialogue that converts | The Giles Agency


So, you’ve got a great website, but you’re not happy with your conversion rates. You’re getting visitors, but few are interacting with your site or achieving the desired goal. If only it were possible to talk to all those online visitors face to face, simultaneously, 24/7…

Well, guess what? It is possible!

With chatbots.



Chatbots are a great way to simulate a personalised service for your customers online. People don’t want to search and scroll, they want instant answers. And the trend is gaining momentum. Marketing teams across a wide range of industries globally are making use of chatbots to lead conversations with customers and achieve specific goals. It works. That’s why 80% of businesses want a chatbot by 2020.

However, if you want results, you don’t just need a chatbot – you need a great chatbot! And that requires strong writing talent. You want to craft a dialogue that’s not only useful and accurate, but also personable, natural and as human as possible. Customers want to feel like they’re dealing with a person, even when they know they’re not.

We’ve identified the key elements of high-converting chatbot dialogues. To give your customers a great user experience, make sure your chatbot copy:


Has character

Of all the ways your brand persona is communicated, a chatbot is where it can really shine! Think of it as the ambassador of your brand. Once you’ve clearly defined your brand’s personality, it’ll be easier to find the right tone of voice for your chatbot. For example, if your chatbot were a customer service rep, what kind of rep would it be?


Tone of voice

The dignified butler

“This way, sir.”

The energetic assistant

“Happy to help!”

The elegant hotel concierge

“Is there anything else I can help you with?”

The caring waitress

“What can I get you, dear?”

Is conversational

There’s a big difference between written and spoken communication – not only in the way it’s delivered, but also in terms of sentence structure, grammar, rhythm, and so on. Try writing a movie script and you’ll see. Your chatbot dialogue needs to emulate human conversation. How?

  • Identify the words and expressions your target audience uses
  • Use the active voice, not the passive
  • Be friendly, not formal (say “thanks”, not “I appreciate…”)
  • Read your dialogue aloud and change anything that sounds unnatural

Is short and punchy

To create a good user experience, you need to allow users to talk and ask questions, so don’t kill the conversation with big chunks of text. Use short sentences and eradicate irrelevant words. When you need to give more information, break it up into bullet points or steps.

For example:

    • Where would you like to go? Where to?
    • Are you ready? Ready?
    • This process usually takes a few minutes. This may take a minute.

Is easy to understand

Chatbots are there to help users achieve a specific goal, so don’t let humour and gimmicks distract from that goal. In this case, simple beats clever every time. Being understood is your number one aim. A good way to ensure this is to test your messaging on a range of different people and evaluate how accurately they understand it. To guarantee clarity, avoid:

  • Too much humour
  • Complicated sentences
  • Long words
  • Jargon

Is personal

If you’re planning to just rework your current marketing material into a chatbot dialogue, don’t! Your users will see through it immediately. Besides, they’re using the chatbot for a reason: they don’t want to browse, they want to interact. So, be sure to use their first name (but not too much) and any other personal information given, if relevant.

Once you’ve launched your chatbot, you can sit back and relax, right? No, not so much. If you want your bot to deliver high conversation rates, you need to keep a close eye on it. Give users plenty of opportunities to rate it and suggest improvements. If you keep adjusting, tweaking and improving the copy, your online customer service – and conversion rates – will soon be way ahead of the competition’s.