A complete guide to chatbot scripts

Chatbots have become a key part of modern business communication. In fact, half of the people surveyed for an Elon University report said they’d recently used the technology. The ubiquity of large language models and chatbots has made people used to the idea of working with a machine-run assistant.

In another survey, a quarter of respondents said they were satisfied with their conversation with a business artificial intelligence (AI) chatbot. But for these communications to be truly effective, the chatbot scripts must be well-designed. A well-structured chatbot script guides and converts in a humanly intuitive way.

This guide offers a few impactful chatbot script examples and smart approaches to user intent and branching logic. You’ll also see how Jotform’s AI agents take things further by turning static responses into personalized, dynamic conversations that meet users’ needs individually. The no-code creation of these scripts, coupled with their multichannel deployment and seamless form integration, makes them a must-have for your business. So, let’s get started, shall we?

Why script quality matters more than ever

Digital interactions are often the first point of contact for customers nowadays. And as more and more businesses use chatbots on their websites, it can be this that makes or breaks the user experience right off the bat.

A thoughtful chatbot script will do more than just answer the user’s questions — it’ll shape their perception of your brand. Every element of the chatbot’s script signals something about your business. For example, the tone will tell the user if you’re more of a formal or casual brand. The speed and accuracy of responses show if you prioritize efficiency or customer service.

The best scripts also make sure this voice is consistent across all user touchpoints. Brand consistency ultimately builds trust, making users feel understood even when the interaction is fully automated.

Script quality directly affects accuracy and reliability too. Clear, structured dialogue reduces misunderstandings and minimizes the risk of the bot offering irrelevant or confusing answers. In customer service, a chatbot conversation script like this leads to fewer escalations, faster resolutions, and higher satisfaction rates. As for marketing, it facilitates seamless lead capture and qualification.

On the flip side, a poor chatbot design with a subpar script can result in robotic and disconnected experiences. People may not expect bots to be perfect, but they do expect helpfulness. When responses feel generic or overly rigid, users may abandon the chat entirely. These interactions frustrate your visitors and weaken brand credibility — even turning them away and towards a competitor instead. 

You might have the best natural language processing engine, but even that won’t be able to save a bad chatbot script. It’s the script that powers context, personalization, and decision trees. 

Ultimately, when you invest in a strong chatbot conversation script design, you create lasting value that shows up in all customer interactions. Your brand’s impression on the customer from the very first touchpoint is positive and memorable.

What makes a great chatbot script?

Anyone can build a chatbot, even without much coding knowledge. But not every chatbot drives engagement or represents your brand well.

So, what is a chatbot truly capable of? This answer lies in its script. The chatbot writing will connect your brand’s goals with the customer’s needs. Here are the main components found in effective chatbot script examples.

1. Following key principles

Before you go on to make any customizations, start by following the key principles of a chatbot conversation. These include a conversational tone, clarity, brevity, empathy, and personalization. Let’s look at them individually.

Conversational tone

The best AI chatbot sounds like a real person. These chatbots use a warm and approachable tone that mirrors the way customers actually speak.

However, that doesn’t mean being overly casual or using slang. Instead, it means dropping off the stiff, mechanical language in favor of an easy-to-follow voice.

Here’s a simple example. Chatbot A says this when a customer asks a question:

Your inquiry has been recorded. We will process it in due time.

Here’s what Chatbot B says:

Got it! We’re on it and will get back to you shortly.

Which of the two is closest to how a human would respond? The latter.

Even when delivering automated responses, the tone should always convey a human touch. It’s for this reason that Jotform AI Agents are designed to maintain a natural tone that aligns with the brand’s voice — the effectiveness of a script hinges on it.

Clarity and brevity

People use chatbots because they want quick answers. A Zendesk report found that 51 percent of customers prefer interacting with bots over humans for immediate responses. Similarly, research published by Gebze Technical University revealed that customers use chatbots for their ability to give instant responses.

Long blocks of text or overly complex phrasing disrupt that goal. Great scripts are crisp. They avoid jargon, break up information into digestible chunks, and use simple language.

In chatbot writing, it’s best to stick to one idea per message bubble. For example, a chatbot may respond:

To proceed with resetting your password and updating your security preferences, kindly follow the subsequent set of actions as outlined below.

While this is an appropriate answer, it covers multiple ideas. Instead, something like this could be more straightforward to follow:

Let’s reset your password first. Ready?

In the second script, you’re basically trying to respect the user’s time and cognitive load. It’s not about dumbing down the responses but making them simpler to follow.

Empathy

Emotional intelligence matters — even with automation. Users typically turn to chatbots when they’re stuck or in a hurry. A well-crafted chatbot script acknowledges these feelings and makes people feel supported.

For example, if a user expresses frustration, your chatbot can say:

I totally get how that could be frustrating. Let’s fix this together.

The response is more comforting than a robotic answer that only proposes a solution without taking into account how the user may be feeling. Empathy helps build trust and makes people more likely to stay in the conversation and follow through.

Personalization

When people speak to a human agent, they’re addressed by name. The human agent also knows things relating to their queries and refers to them in responses. Customers usually expect this personalization from chatbots too.

The good news is that over 25 percent of millennials and Gen Z are comfortable sharing their personal information with chatbots for a personalized experience. So, you can write your chatbot script accordingly.

Good scripts use variables like First Name, Order Number, or Product to deliver tailored responses. Here’s how a personalized response would look:

Hey {First Name}, thanks for checking in! I’ve pulled up your last order of {Product}. Do you need help tracking it?

When you use dynamic fields like these, chatbots can reference previous interactions or relevant data.

2. Setting expectations from the start

Another component of all successful chatbot script examples is that they tell the user exactly what they can and can’t do. When expectations are clearly set at the beginning of a conversation, it reduces confusion and helps users reach the right outcome more quickly.

Suppose you’ve created a chatbot that helps users with order queries. It can’t process refunds or provide alternatives for what’s not in stock. The chatbot can only check orders or answer common questions, like estimated delivery times. Here’s how it can lead the conversation:

Hi! I’m here to help you check orders, answer common questions, or connect you with our team. What do you need today?

Such an opener frames the conversation and aligns the user’s intent with the bot’s capabilities. It also prevents drop-offs due to unmet expectations since users already know what to expect.

3. Handling multiple user intents with grace

Speaking of user intent, a notable issue in chatbot scripting is assuming that every user has the same need. In reality, users often come with a variety.

Effective chatbot scripts account for this by offering clear choices and guiding users to the next steps. For that, they typically use smart logic branches, which allow the chatbot to understand and respond appropriately to multiple intents.

The chatbot example we mentioned earlier can be presented something like this (after the initial greeting):

What do you need today?Check my orderAsk a questionTalk to someone

Behind the scenes, these choices lead to different script branches tailored to those specific paths. Jotform AI Agents handle this beautifully, using condition-based logic to keep conversations on track.

Essential components of chatbot scripts 

Ideally, you want to script the chatbot with a narrative arc. It begins with a greeting, welcoming the user and recognizing their intent. Then comes the middle, where a service or solution is delivered. The end is a closure, confirmation, or escalation, depending on the chatbot’s capabilities and the user’s needs. 

Effective chatbot scripts follow this clear structure, supporting both user needs and business objectives. Here are the main components of such a script.

Greeting and introduction

A chatbot should start with a friendly, brand-aligned message. The greeting should immediately set the tone and clearly indicate what the bot can assist with.

For example, when you land on HubSpot’s homepage, the pop-up chatbot window shows the following greeting:

Want to chat about HubSpot? I’m an AI chatbot here to help you find your way. Ask me or select an option below.Get free trainingGet started freeBook a demoChat with sales

As you can see, the greeting welcomes the user and shows them immediately what the chatbot can do for them.

User input handling

The script must recognize different types of input — like text, buttons, or quick replies — and interpret them accurately. The chatbot should also be able to ask clarifying questions when the user’s intent is unclear.

For example, if the query is a little ambiguous, the chatbot could say something like:

Got it. Just to be sure, are you asking about billing or form access?

Intent detection is key to routing the user to the correct path quickly. You can use simple logic branches or AI-based classifiers depending on complexity.

Response generation

Responses should be direct, informative, and brief. Avoid overwhelming users with too much text and instead use clear language and break dense information into steps if needed.

If you’ve structured your chatbot script well, this won’t be an issue. The chatbot will be able to respond according to the user’s query without confusing them.

Conversation flow management

Good scripts anticipate pauses or user drop-offs and include built-in re-engagement. They also handle invalid inputs without breaking the flow.

Say the chatbot doesn’t quite get the user’s query. It can respond along the lines of:

I didn’t catch that. Could you rephrase it?

Similarly, if the user hasn’t responded in a while, the chatbot can re-engage them with:

Still with me? Let me know if you’d like to continue.

The conversation should also flow seamlessly, especially if the user has multiple queries. Transitions between topics should be smooth and natural, making the user feel as though they’re talking to a real person.

Closing and handoff

It’s imperative that the chatbot wraps up the conversation politely or offers escalation options when automation can’t resolve the issue. Here’s a good closing:

Glad I could help! If you need more support, I can connect you with a team member now.

All these components we’ve discussed make a chatbot more effective and user-centered. But they’re just a basis — you can keep improving your chatbot by analyzing user feedback and continuously updating its knowledge base.

Live chatbot script examples across different scenarios

Of course, what works for one industry or use case might not work for yours. Different tones and workflows will be required. Below are some practical chatbot script examples tailored for key scenarios including sales, services, and more.

Initial engagement

Proactive greetings boost interaction rates, especially when timed to coincide with user behavior, such as hesitation on a pricing or checkout page. For example, when a user is on the pricing page, the chatbot can say:

Hi there. Not sure which plan is right for you? I can walk you through the features or answer any questions.

Similarly, the chatbot can also offer behavior-triggered outreach. For a visitor who has been going through your template offerings, the chatbot may say:

Welcome back! Looks like you were exploring our templates. Need help picking the right one?

These chats increase conversions by reducing friction and providing greetings based on the user’s intent or current needs.

Customer service scripts

Customer support chats need to be fast and empathetic. Good scripts here reduce frustration while offering specific guidance.

Here are some chatbot script examples for different customer service scenarios.

• Order inquiry
  Hey {First Name}, I see your last order was placed on June 20th. It’s currently out for delivery. Want the tracking link?
• Delay acknowledgement 
  Thanks for your patience. We’re currently experiencing delays due to high demand. Your order will ship within 48 hours.
• Complaint escalation
  I’m really sorry that happened. Let me connect you with a support specialist who can help resolve this right away.

All these responses are clear and well-written. They also manage user expectations in a polite manner to defuse frustration or tension.

Sales and lead generation scripts

When writing a sales-oriented chatbot conversation script, you need to guide users toward products or services. Some examples of different scenarios include the following:

• Product recommendation
  Looking for the right presentation template? Based on your industry, these three might be a good fit. Want a quick side-by-side comparison?
• Lead qualification
  I’d love to recommend the best solution. Can I ask a few quick questions about your team size and workflow?
• Cart abandonment recovery
  Still thinking it over? Your cart’s saved! I can also offer a 10% discount if you complete the checkout today.

Sales scripts should be conversational and data-aware. More importantly, they need to be personalized for customers based on their prior behavior.

E-commerce scripts

Many e-commerce websites now use chatbots to tell customers about product specifications, payment and shipping options, and more. These scripts must be accurate and helpful for them to be effective.

Some use case-based e-commerce chatbot script examples include:

• Product search
  What are you looking for today? Type a keyword or choose a category, and I’ll show you some options.
• Returns info
  We’ve got a 30-day return policy. Just send back the unused item with your order ID. Want me to generate a return label?
• Payment help
  Having trouble with checkout? I can help troubleshoot or suggest another payment method.

Ideally, the responses should be as fast as possible to minimize drop-off and cart abandonment rates. 

If you make any changes on your site, such as payment options or delivery times, remember to update that information in the chatbot script to maintain accuracy.

Healthcare scripts

In healthcare, empathy and clarity are the two most crucial elements for effective chatbot writing. The scripts must support the patients but not offer any medical advice or violate legal guidelines such as those outlined by the Health Insurance Portability and Accountability Act.

The examples below show how to do this well.

• Appointment booking
  Need to schedule a visit? I can check availability for {Provider Name}. What day works best for you?
• Symptom checker
  I can walk you through a few questions to help narrow down possible causes for how you’re feeling. Ready to begin?
• Medication reminder
  Just a friendly reminder to take your {Medication Name} today. Mark it done or reschedule.
• Disclaimer
  Just a quick note: This chatbot does not provide medical advice, diagnosis, or treatment. Always consult a qualified healthcare provider for personal medical concerns.

Since healthcare is a highly regulated industry, it’s a must that your scripts include disclaimers. This can be a part of the greeting, or it should pop up if the patient asks something the chatbot isn’t qualified to answer.

Education scripts

From enrollment to event sign-ups, education bots handle several tasks for faculty members and applicants. Some examples of these chatbot scripts are as follows:

• Enrollment assistance
  Planning to join {School Name}? Let me help you with course options, application steps, or tuition questions.
• Student frequently asked question (FAQ)
  Looking for your class schedule? I can walk you through it.
• Event registration
  We’ve got a virtual open house coming up next week. Want me to reserve your spot and send a calendar invite?

Again, update the script according to any changes you make in your offerings, as accuracy is a non-negotiable requirement for a positive student or staff experience.

Advanced chatbot script techniques

The example scripts above just scratch the surface. The right scripting techniques can turn chatbots into intelligent, context-aware assistants that guide users through complex journeys. Keep reading for some of these techniques.

Proactive engagement and dynamic personalization

Proactive chatbots reach out based on user behavior, meeting users where they are. 

In our examples, we’ve shown how proactive engagement can help reduce cart abandonment and increase lead qualification. But dynamic personalization can tailor conversations based on any data available about the user. For example, if a customer has previously purchased a specific product, the chatbot can recommend complementary items.

Context awareness and memory tailored to their needs

Multi-turn conversations require chatbots to remember previous answers. To accomplish them, bots must have a memory — just like how ChatGPT remembers your conversations. For example, if a user shares their email or issue type early on, the bot can reuse that info later without asking again.

The chatbot can only use the memory well if it has context awareness. It means that the bot understands the conversation flow and can use that knowledge to guide the conversation in a logical direction.

Multi-language and voice integration

If you want to know how to train your AI agents for maximum accessibility, make them understand multiple languages. Even if your resources don’t allow training for hundreds of languages, cover the most spoken ones. Voice integration further makes the chatbot accessible to a wider audience, especially people who struggle with typing.

Fallback and no-response options

If a chatbot doesn’t understand the user’s query, it shouldn’t hallucinate responses or give them inaccurate answers. Instead, it should use fallback or no-response options.

A fallback message activates when the bot doesn’t understand a user’s input, keeping the conversation from stalling. For example:

I’m not sure I got that. Want to rephrase or choose an option below?

Similarly, no-response prompts re-engage silent users with gentle nudges. These tactics maintain user trust and keep the experience smooth even when things go off-script.

How Jotform AI Agents revolutionize chatbot scripts

Jotform AI Agents bring a new level of accessibility to chatbot writing with a no-code, drag-and-drop interface that anyone can use to design conversations without technical expertise. 

The best part is that you don’t have to use a from-scratch AI chatbot builder, which can take years of expertise to master. You can choose from more than 7,000 ready-made AI chatbot templates designed for a range of industries and use cases. It’s also pretty simple to train your AI agent; you upload documents, forms, or FAQs to teach the bot how to respond with context and accuracy. 

Jotform AI Agents also support multichannel deployment. You can launch your chatbot on your website, via SMS, WhatsApp, Facebook Messenger, voice, or even over phone calls. Best of all, these agents are integrated with Jotform, which means that conversational data flows directly into your forms. It helps automate lead capture, service requests, appointment booking, and so much more.

Just take a look at the Dallas real estate firm, Burgess Group. It used Jotform AI Agents for event registrations and newsletter distributions, saving up to $400 per event in addition to the time that was previously spent on these manual interactions.Want to replicate this success for your own use cases? Start your free Jotform AI Agents trial to launch smarter chatbot conversations.