Dry spot #1
Visitors leave with questions
Someone reads your page at 10 p.m., has one question and no one to ask. They close the tab and keep shopping.
AI Chatbots That Convert, Not Just Converse
Your Buttered AI chatbot answers visitor questions in your brand voice, captures name, email and phone, qualifies the lead and books the next step, any hour of the day. Then The Buttered System takes over the follow-up.
- Buttered AI
- Free tool inside
- Plugs into The Buttered System
- 8 deliverables
Quick answer
What is an AI chatbot for a website?
An AI chatbot is a chat assistant on your website that answers visitor questions in plain language, using information about your business. Buttered Business builds chatbots that capture name, email and phone, ask your qualifying questions and book appointments 24/7, then hand every lead to your team and The Buttered System for follow-up.
At a glance
| What it is | Website AI chatbots trained on your business that answer questions, capture contact details, qualify leads and book appointments 24/7. |
|---|---|
| Part of | Buttered AI |
| What’s included | 8 deliverables, itemized below |
| Best for | Law Firms, Private Schools, Home Builders, Home Services, Nonprofits |
| Free tool | Missed Call Revenue Calculator |
| Follow-up | Plugs into The Buttered System |
| Pricing | Custom quote, with exact pricing in writing before you commit |
If This Sounds Familiar, Keep Reading
Be honest: how many of these are happening in your business right now?
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Dry spot #2
Contact forms feel like homework
A long form with no answers attached gets skipped. A helpful conversation gets finished.
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Dry spot #3
Old chat widgets just collect messages
A box that says “we'll get back to you” isn't help. It's a voicemail with a keyboard.
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Dry spot #4
Your team answers the same questions all day
Hours, pricing ranges, service areas and “do you do this?” questions take time your staff could spend on real customers.
Every one of these has a fix, and it starts with seeing your own numbers.
Show Me My NumbersDry Toast vs. Buttered
Here’s what changes with AI Chatbots done right and connected to your follow-up.
Dry Toast
- A contact form and a “we'll get back to you”
- Questions go unanswered after hours
- Leads arrive with no details
- Staff repeat the same answers all day
- Chats vanish into an inbox
Better with Butter
Buttered
- A real conversation that answers questions
- Answers and booking at 2 a.m.
- Leads arrive qualified, with name, email and phone
- Routine questions handled automatically
- Every chat logged in your CRM with a next step
What You Get, and What It Means for You
Features are nice. Outcomes pay the bills.
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Answers in your voice
Trained on your services, FAQs and policies, so visitors get real answers, not canned menus.
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Captures contact details
Collects name, email and phone inside the conversation, with separate consent options for texts and calls.
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Qualifies every lead
Asks the questions you choose, so your team knows who's ready and what they need.
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Books the next step
Offers times from your calendar or a booking link, so interest turns into an appointment.
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Hands off to a human
Routes hot leads and tricky questions to your team, with the full chat attached.
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Says it is AI
Greets visitors as an AI assistant, the clear disclosure California's B.O.T. Act calls for in online sales chats.
How It Works, Step by Step
No mystery and no black box. Here’s exactly what happens after you say go.
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Step 1: Learn
We gather your services, FAQs, pricing rules, service area and the questions your best salesperson asks.
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Step 2: Train
We build the assistant's knowledge and personality in your brand voice. You approve what it can and can't say.
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Step 3: Connect
We connect it to your calendar, CRM and The Buttered System so every chat becomes a tracked lead.
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Step 4: Test
We try to trip it up with real, tricky and downright odd questions before visitors ever see it.
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Step 5: Tune
After launch, we read conversations and add answers wherever it hesitated.
Everything Included With AI Chatbots
Here’s the work, itemized like a diner receipt, so you know exactly what you’re getting.
8 items, zero mystery ingredients
Chat That Converts
- An AI chat assistant installed on your website
- A knowledge base built from your services, FAQs and policies
- Lead capture for name, email and phone, with separate, optional consent checkboxes
- Qualifying questions and lead routing rules
- Appointment booking from your calendar or booking link
- Human handoff with the full chat transcript
- An AI disclosure greeting and guardrails on topics it will not discuss
- Connection to your CRM and The Buttered System
Total Fully buttered
Exact scope and pricing in writing before you commit.
Why It Matters Now
Independent research on how buyers behave, and what slow or invisible marketing costs.
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37%
of 2,241 U.S. companies responded to a web lead within an hour, and 23% never responded at all
Source: Harvard Business Review, “The Short Life of Online Sales Leads,” 2011 (opens in a new tab)
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21×
higher odds of qualifying a lead when you call within 5 minutes instead of 30 (odds ratio)
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53%
of mobile site visits are abandoned when a page takes longer than 3 seconds to load
Independent industry research — not Buttered Business client results. Tap a source to read the study.
Don’t Take Our Word for It. Take Theirs.
We could tell you we’re great. You’d expect us to. So here are our clients, in their own words.
For all your marketing needs, Sublime Digital Marketing and Ken Henderson to the rescue!
Everyone quoted here worked with founder Ken Henderson when his agency was called Sublime Digital Marketing Group. Same founder, new name. Quotes are excerpts, exactly as given. Results vary by business.
On this page 13 sections · 5 min read
Get Buttered!
A free call with a real human. We listen first, then tell you honestly whether and how we can help.
Book My Free Strategy CallThe full scoop
What an AI Chatbot Does on Your Website
An AI chatbot is a chat assistant that answers your website visitors' questions in plain language, using information about your business. Old chat widgets only collect messages. A Buttered AI chatbot holds a real conversation. It answers, asks your qualifying questions, captures contact details and books the next step.
It works around the clock, speaks in your brand voice and hands visitors to a person whenever they ask, or whenever your rules say a human should take over.
Chatbots That Convert, Not Just Converse
A chatbot that chats but never captures a lead is a nice toy. Ours are built around one job: turning a curious visitor into a contactable, qualified lead with a next step.
- Answer the question. The visitor gets a clear answer from the information you approved.
- Ask a few smart questions. Service needed, timeline, location or budget range: whatever your best salesperson would ask.
- Capture contact details. Name, email and phone, with separate, optional consent checkboxes for texts and calls.
- Book or route. Offer a time on your calendar, or pass hot leads to your team with the full transcript.
- Hand off to follow-up. The Buttered System takes it from there, so the lead keeps hearing from you.
Why Instant Answers Matter
Most businesses are slow to respond to web inquiries, and slow costs money:
- When researchers sent web leads to 2,241 U.S. companies, only 37% responded within an hour, and 23% never responded at all (Harvard Business Review, 2011).
- Companies that contacted a lead within an hour were nearly 7 times as likely to qualify it as companies that waited even one hour longer (same study).
- Calling a lead within 5 minutes instead of 30 raised the odds of qualifying them 21 times (Lead Response Management Study, 2007).
Those studies measured phone and email follow-up, and the lesson carries straight to chat. A chatbot answers in seconds, at 10 p.m. on a Sunday as easily as 10 a.m. on a Tuesday. While your competitors' sites say “we'll get back to you,” yours is already booking the appointment.
What a Good Chat Looks Like
Here's an example of the kind of conversation we build for a home service company. It's a sample script, not a real customer:
- Visitor, 9:48 p.m.: “Do you repair tankless water heaters?”
- AI assistant: “Yes, we repair and service tankless water heaters. I'm the AI assistant here. Is the unit not heating at all, or is it something else?”
- Visitor: “No hot water since this morning.”
- AI assistant: “Sorry, that's no fun. I can book a technician visit. What name, phone and email should we use? I can also send text updates if you check the box.”
One question answered, one problem qualified and one appointment on the way, all while your office is closed.
What You Control
You decide what your chatbot knows and what it won't touch. It answers from your approved services, FAQs, policies and pricing ranges. It says “I'm not sure, let me get a person” when it isn't confident. It never invents prices, promises or guarantees, and it routes sensitive topics, like legal or medical questions, to a human. After launch, we read conversations and add answers where it hesitated.
Fast, Light and Mobile-Friendly
Many visitors browse on their phones, and page speed matters. Google found in 2017 that 53% of mobile site visits are abandoned when a page takes longer than 3 seconds to load (Think with Google, 2017). So we set the chat widget to load after your page content, keep it out of the way until someone taps it and never cover your page with a full-screen pop-up.
Where It Fits in The Buttered System
Your chatbot powers The Skim, the capture step of The Buttered System. It turns anonymous visitors into real names and numbers, then hands them to The Spread for follow-up. Pair it with an AI voice agent so phone callers get the same instant help, and with a clean CRM and pipeline so every chat becomes a tracked lead.
Honest by Design
Your chatbot greets visitors as an AI assistant. California's B.O.T. Act (SB 1001) makes it unlawful to use a bot online to mislead people about being a bot in order to drive a sale, and a clear disclosure satisfies the law. We make that disclosure everywhere, not just in California. Text and call consent are captured with separate, unchecked boxes, and nobody gets an automated text or AI call without opting in. This isn't legal advice. If your industry has extra rules, such as attorney advertising rules, loop in your attorney.
Built for Your Industry
- Law firms: gathers intake basics and books consultations, without giving legal advice.
- Private schools: answers admissions questions and books campus tours after hours.
- Home builders: answers community, floor-plan and tour questions at 10 p.m.
- Home services: gathers the job details your techs need, then books the estimate.
What Our Chatbots Won't Do
- Pretend to be a person. It introduces itself as an AI assistant.
- Make things up. No invented prices, promises, policies or guarantees.
- Give legal, medical or financial advice. Those questions go to a qualified human.
- Trap visitors. “Talk to a person” is always an option.
Is an AI Chatbot Right for You?
It's a great fit if your website gets steady traffic but too few inquiries, visitors ask the same questions again and again, or leads arrive after hours with no one to answer.
It's probably not for you if your site gets very little traffic. A chatbot can't talk to visitors who never arrive, so start with SEO or lead generation. We'll tell you honestly which comes first.
Keep reading: Law Firm Marketing: Turning Website Visitors Into Signed Cases With AI Intake, on our Marketing Wisdom blog.
Guardrails We Build In
- The chatbot clearly discloses that it is an AI assistant, which satisfies California's B.O.T. Act (SB 1001) for online sales conversations.
- Text and call consent are separate, optional checkboxes that are never pre-checked.
- It never invents prices, promises or guarantees you have not approved.
- Legal, medical and financial questions are routed to a person.
We’re not a law firm, and this isn’t legal advice. If your industry has extra rules, loop in your attorney.
Sources
- Harvard Business Review: The Short Life of Online Sales Leads (2011) (opens in a new tab)
- Lead Response Management Study (MIT / InsideSales.com, 2007) (opens in a new tab)
- Google (Daniel An): New industry benchmarks for mobile page speed (2017), AMP Project blog (opens in a new tab)
- California SB 1001 (B.O.T. Act) (opens in a new tab)
AI Chatbots for These Industries
Each industry has its own rules and buying cycle. Pick yours to see the playbook built for it.
Straight Answers About AI Chatbots
No jargon, no runaround. If your question isn’t here, ask a real human.
Still chewing on something?
Ask a real human. We answer in plain English and never send you down a jargon rabbit hole.
Will visitors know they're chatting with AI?
Yes. Your chatbot introduces itself as an AI assistant. California's B.O.T. Act makes it unlawful to use a bot online to mislead people about being a bot in order to drive a sale, and clear disclosure satisfies it. Honesty is our default everywhere. Visitors can ask for a person at any time, and the bot hands them off with the conversation attached.
What if the chatbot gives a wrong answer?
You control what it knows and what it won't discuss. It answers from the information you approve, says “I'm not sure, let me get a person” when it isn't confident, and we review conversations after launch to close gaps. It never invents prices, promises or policies you haven't set.
Can an AI chatbot book appointments?
Yes. It can offer open times from your calendar or share your booking link, then confirm the appointment by email, or by text if the visitor opts in. We confirm your calendar connection before we build, so the times it offers are times you're actually free.
How is an AI chatbot different from live chat?
Live chat needs a person watching the screen. An AI chatbot answers instantly at any hour, handles routine questions on its own and hands the conversations that need a human to your team. Many businesses use both: people during business hours, AI after hours and during busy periods.
Will a chatbot slow down my website?
It shouldn't. We set the chat widget to load after your page content, so it doesn't compete with your page for speed. That matters: Google found in 2017 that 53% of mobile site visits are abandoned when a page takes longer than 3 seconds to load.
Does it work on phones?
Yes. Many visitors browse on their phones, so we build and test the chat experience on mobile first. It opens on tap, stays out of the way until someone needs it and never covers your page with a full-screen pop-up.
What does an AI chatbot cost?
It depends on how much your chatbot needs to know, how many tools we connect and your chat volume. You'll get exact pricing in writing before you commit. To see what slow responses may be costing you now, try the free Missed Call Revenue Calculator.
See Your Chatbot Plan on a Free Call
Book a free 15-minute strategy call. We'll look at the questions your visitors ask, where they drop off and what your chatbot should capture and book, then tell you whether it's worth adding now.
Free. No obligation. No credit card. We never sell your information.
+100 Butter Points for running your audit
Not ready for either? Try the free Missed Call Revenue Calculator
P.S. Open your website on your phone tonight and try to get one simple question answered. If it takes more than a minute, your visitors are leaving with the same question.
Prefer to talk to a human?