A chatbot is a software tool that simulates human conversation through text or voice interactions. You’ve probably seen chatbots on a website, where they pop up to answer questions, guide you through a service, or even help you shop. They’re commonly used in customer service, sales, and marketing because they can instantly respond to users 24/7 without needing a human team member online. Thanks to improvements in artificial intelligence, today’s chatbots can sound more natural and even learn from previous interactions.

Let’s explore how chatbots work, the benefits of using one on your site, and what to consider if you're thinking about adding one to your website builder.

How chatbots work on websites

Chatbots work by using a combination of scripts and AI to respond to user input. Some are rule-based, meaning they follow a fixed decision tree and only respond to pre-defined prompts. Others use natural language processing (NLP) to understand more flexible input and respond intelligently. In either case, the chatbot is integrated into a website's code and activated when a user takes a certain action, like clicking on a chat bubble or landing on a support page.

More advanced chatbots also use machine learning to get better over time. They can improve their responses by analyzing past conversations and learning from patterns in user behavior.

Benefits of using a chatbot on your website

Adding a chatbot to your site can enhance user experience and improve engagement. They allow visitors to get quick answers to questions, which can reduce bounce rates and improve conversions. For example, a chatbot can help a visitor find the right product, walk them through pricing, or even schedule a meeting.

For small businesses, a chatbot can act like a full-time customer service rep, working even outside business hours. It also reduces pressure on support teams by handling common questions, which frees up time for more complex issues.

Chatbots vs. live chat: what's the difference?

It’s easy to confuse chatbots with live chat, but they’re not quite the same. Live chat connects the user directly with a human agent, while chatbots are automated. Live chat is great for detailed or emotional conversations, like helping a frustrated customer. On the other hand, chatbots are perfect for quick, repetitive tasks—like giving store hours or directing someone to the right help article.

Many businesses use a hybrid model: a chatbot handles the initial contact and, if needed, passes the user to a human support rep.

When and where to use a chatbot

Chatbots are most useful on pages where users may have questions or need guidance. Think homepage pop-ups, product pages, SEO landing pages, and help centers. You might also add a chatbot to your blogging section to guide readers to related content or offer downloadable resources.

Use them thoughtfully—too many pop-ups or pushy bots can annoy users. But placed strategically, they’re a simple way to help visitors take action, find answers, and stay on your site longer.

FAQs about chatbots

What’s the difference between a chatbot and a virtual assistant?

A chatbot is typically tied to a website or app and handles specific tasks like answering FAQs or booking appointments. A virtual assistant, like Siri or Alexa, uses voice commands and can interact with a wider set of apps and devices. They both use AI, but their functionality and environments are different.

Are chatbots hard to set up?

Many chatbot platforms make setup easy with drag-and-drop builders or templates. If you're using a website builder, you can often integrate a chatbot in just a few clicks. You don’t need to code, though advanced customizations may require help from a developer.

Do chatbots help with SEO?

Indirectly, yes. A chatbot can reduce bounce rates and keep visitors engaged, both of which are positive signals for SEO. They can also help users find the content they’re looking for more efficiently, improving overall site usability.

Can chatbots replace human customer service?

Not entirely. Chatbots are great for handling repetitive questions and speeding up simple tasks, but human support is still essential for nuanced or emotional conversations. Think of chatbots as a supplement, not a replacement.

How do I choose the right chatbot platform?

Look for tools that integrate with your existing website, offer good analytics, and allow customization. Some platforms focus on e-commerce, while others are built for service-based businesses. Consider your goals—whether it’s lead generation, support, or scheduling—when choosing a chatbot.

Try adding a chatbot to your website

If you're looking to give your visitors faster support and better navigation, a chatbot might be a smart addition to your site. It’s a low-effort way to make a big impact, especially if you’re working with a small team or limited hours. With B12’s AI website builder, adding smart tools like chatbots is simple—even if you don’t have tech experience.

Get started with B12 and launch a site that supports your visitors day and night.