Chatbot Experience: How to Align Content Writing to Boost Sales

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Whether you already work with chatbots and know what they can do for your business or you are looking for ways to integrate AI into your content in the near future –  the alignment of these two elements can have a transformative effect on your business. According to Chatbots Life, 85% of customer interactions will be handled without a human by 2020. And 50% of enterprises prepare to spend more on chatbots than mobile optimization of their services. 

🚀 Read Customer Experience Guide: How to Put your Customers First? 🚀

No matter how niche your product portfolio may be or how wide a net you cast in terms of global reach, providing an excellent chatbot experience can help you reach sales and lead generation targets. However, finding the right ways to align the two experiences without the process coming off as artificial can be tricky. With that in mind, let’s dive into how a chatbot experience can be aligned with content writing for the purposes of revenue and sales boost in the near future.

Chatbot Experience: 7 Advantages of Aligning Content Writing With Your Chatbot 

Before we get started, it’s worth noting why aligning your content writing with your chatbot experience is beneficial in the long run. As it stands, content writing serves the purpose of promoting your brand online. Adding to your SEO ranking and allowing you to discuss trending industry topics in your blog posts and case study articles. According to Chatbots Magazine, Adobe has reported that 28% of leading companies use AI in their ongoing marketing. And on the other side, 26% of millennials express interest in chatbot-assisted web browsing.

Adding chatbot integration to the mix will allow you to offer a more cohesive customer experience (CX) in all aspects of your website. Including sales, customer servicing, AI-written content, and networking to name a few. This can prove highly beneficial to your business as a whole, streamlining the customer’s journey. Thus it helps to generate more organic traffic. And most importantly – it helps users in interacting with your website through the chatbot experience.

Chatbots use statistics

Picture 1. Chatbot use statistics

1. Build a Chatbot Persona

The first order of business in terms of aligning your content writing with the chatbot experience present on your website is to build a persona for your chatbot. The persona you choose to feature as your AI representative will allow users to interact with the chatbot in a more personalized way. 

Think of your chatbot’s persona as your high school football team’s mascot. While the persona itself won’t do much in terms of boosting sales, you can attribute to that goal by writing its dialogue with that personality in mind. This is one of the most advantageous elements of integrating chatbots into an existing content writing strategy. And ensuring that both are aligned and work as a cohesive unit in your customers’ eyes.

2. Refer to Your Chatbot in the Content

When it comes to content, you can refer to the chatbot experience on multiple occasions and in different formats. Chatbot trends and topics can find their way into chatbot specialized blog content or you can mention machine learning, AI and chatbots in general throughout a variety of topics and discussions. 

These keywords can be linked to your chatbot in order to ensure that users have a quick and easy access point to the AI at any given moment. Most importantly, users should understand how the chatbot is integrated into your content strategy. The rest is up to their preferences in terms of AI or non-AI brand engagement.

3. Utilize Reliable Writing Tools

When it comes to writing both website content and chatbot dialogue trees, it’s important not to let any spelling errors slip by. This is especially pivotal for localized content or AI-generated dialogue which may or may not fit within the personalized content strategy you aim to achieve. In order to amend for that shortcoming, you can refer to several tried-and-tested writing platforms for your content writing convenience:


  • Evernote – An all-in-one content writing and text management platform with cloud sync features.
  • Best Essay Education – A dedicated writing platform specialized in content writing and editing.
  • Grammarly – Tool designed with grammar, spell checking and formatting in mind.
  • WoWGrade – Service designed for content writing outsourcing and professional editing.
  • Hemingway – A cloud-based platform created with the goals of legibility and writing clarity.

4. Integrate Content Into the FAQ

Creating a Frequently Asked Questions (FAQ) list is a great way to help your customers find relevant products. And at the same time, it’s a great way to ensure that customers’ chatbot experience goes as smoothly as possible. For example, if customers frequently ask “Where can I find the ‘graphic design’ services page?”, your chatbot can respond with relevant links. 

Online frustration statistics

Picture 2. Online frustration statistics

You can find out what the most frequently asked queries are by exploring your chatbot’s engagement data. Or, by sending out surveys to existing customers in regards to what they’d like to see in your chatbot experience. The FAQ will allow you to program your chatbot to quickly direct customers toward your blog content, product portfolio and a number of other links on your website.

5. Use Multimedia Content

Depending on the type of content creation strategy you have implemented so far, you can easily adjust existing and future content to fit into your chatbot experience. For example, if a customer submits a ticket in regards to your product or service and their use, your chatbot can respond with tutorial videos, written guides and other types of multimedia. 

This will ensure your content is diverse and adds to the overall CX of your website. However, it’s crucial that any and all content you use in regards to multimedia in your chatbot’s repository be original and copyright protected. Don’t include third-party content in your chatbot and your brand reputation will grow, along with your sales and lead generation.

6. CTA-Oriented Conversation Trees

The main purpose of aligning a chatbot with your content writing is to ensure that users convert into customers and act on what they’ve learned from your AI. In order to entice them into doing so, you should orient your dialogue trees toward calls to action (CTA). CTAs are a traditional marketing strategy used to encourage interaction and “action”, depending on the message you send to the reader. 

Read the Importance of CTA in Marketing.

If your chatbot responds to a query and ends the conversation with “Let me know if you need more help!” or “Make sure to let me know if the link was helpful!” it will do wonders for your overall chatbot experience. Don’t simply reiterate passive information through your chatbot. Instead, aim for CTA-oriented answers which encourage further discussion or activity in the customer’s part, as it will help you boost sales.

7. Ongoing Performance Tracking

Lastly, course-correction is an important element of integrating any new piece of technology or software into your business. It’s important to monitor your chatbot’s performance in an ongoing manner in order to iron out conversational kinks, grammar errors and other inevitable bugs in its early days. 

Most importantly, this can help you build your chatbot’s repository of answers and content links based on valuable user data. Tracking your chatbot interactions can help you identify trends that will help you develop and perfect your business practices. Make sure that you are up-to-date with industry trends and that your chatbot always contains internal links ready to help your customers have an informed, seamless experience.

Need an extra hand in your team? Implement Pal the Assistant Chatbot to your website live chat and improve the overall customer experience of your brand!

Paldesk Chatbot

Picture 3. Paldesk chatbot

Chatting With the Bot

Providing your visitors with a chatbot experience will fundamentally change the way they use your website. Add to this the fact that you will align content writing with the chatbot experience for an even greater sense of immersion and you will have a winning sales boost combination on your hands in no time. 

Find creative ways to combine chatbot AI with content writing and you will undoubtedly find success in your industry over time. Let us know about your experiences with chatbots and their alignment with existing content strategies in the comments section below!

Estelle Liotard is a Content Writer and Editor at Studicus. She is a graduate marketer with a Master’s degree in digital advertisement. Her professional goals are centered on content writing in regards to digital marketing trends for a plethora of clients and websites which commission her skills as a creative writer. In her spare time, Estelle enjoys listening to jazz music and cooking.

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Chatbot Experience: How to Align Content Writing to Boost Sales was last modified: January 24th, 2020 by
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