The default instinct is to paste the chat script into the site template and let it appear everywhere. It is quick, and it means no page is left out. It also means the assistant greets someone mid-way through a blog post, hovers over the payment form, and competes with the one button you actually want pressed on an advert landing page.
Placement is a bigger decision than it looks. Where to put a chatbot on your website comes down to what the visitor is trying to do on each page, and whether a conversation helps them do it or gets in the way.
Here is a page-by-page way to think about it, followed by how to test your own answer.
The page-by-page view
Start with the whole picture. The verdicts below are starting points for a typical service business or small shop, not rules.
| Page | What the visitor is doing | Assistant verdict | Proactive greeting? |
|---|---|---|---|
| Pricing | Comparing and checking the catch | Strongly helps | Yes, after a pause |
| Service or product pages | Checking fit for their situation | Strongly helps | Sometimes |
| Contact | Trying to reach you | Helps | Yes, offer a quick answer |
| Homepage | Orienting | Mild help | Usually no |
| Blog posts | Reading | Available, not pushed | No |
| Help or FAQ | Solving a problem | Strongly helps | No, they came for answers |
| Ad landing pages | Deciding on one offer | Depends | Rarely |
| Checkout and payment | Finishing | Usually leave it off | Never |
| Legal and policy pages | Checking a detail | Neutral | No |
Two columns, not one, because being present and being pushy are different choices. An assistant sitting quietly in the corner costs almost nothing. A greeting that slides up uninvited costs attention.
The pages where it earns its keep
Pricing
This is the highest-intent page on most sites. People arrive with questions about inclusions, extra costs and contracts, and the page rarely covers all of them. An assistant answering from your full pricing detail keeps them from opening a competitor's tab. Putting an AI sales assistant on your pricing page has the detail.
Service and product pages
A visitor on "Boiler servicing" or "Oak dining table" wants to know whether it suits their case. Do you cover my area, will it fit my room, how long does it take. These questions are specific and answerable, which is the sweet spot.
Contact
Counter-intuitive, but useful. Many people on a contact page have a simple question they are about to email about. An assistant that says "I can probably answer that now" saves them a two-day wait and saves you an email. If they still want a person, it captures the enquiry with details, which is better than a blank form.
Help and FAQ pages
Existing customers solving a problem. Answer quickly, open a ticket when needed, and do not greet them with a sales line.
The pages where it gets in the way
Some pages are better with the widget absent or silent. The common ones:
- Checkout and payment. The visitor has decided. Anything that pulls attention away from the payment button risks the sale. Any last questions should have been answered earlier in the journey.
- Single-offer landing pages. If a page exists to get one form filled in, a chat widget is a second call to action. Sometimes it helps people with questions; sometimes it splits attention. Test it rather than assuming. Using an assistant on paid ad landing pages covers when it works.
- Long blog posts, with a greeting. A pop-up two paragraphs in is an interruption. Keep the widget available but quiet.
- Pages with sensitive forms. Job applications, medical intake forms and similar. You do not want people pasting personal details into chat instead of the proper form.
Blog posts deserve their own note
Blog readers are the least ready to buy and the most likely to leave. That makes it tempting to greet them hard. It rarely works.
What does work is letting the assistant be useful for the topic. Someone reading about damp problems might want to ask whether you cover their town. A widget that is present, with suggested prompts relevant to the kind of reader you get, lets them ask when they are ready. Generating leads from blog traffic goes into the approach.
A worked example of deciding
Say your site has 30 pages and gets 2,000 visits a month. Numbers are illustrative; use your own analytics.
Pricing gets 250 visits and a high exit rate. Your three main service pages get 600 between them. Contact gets 150, and you receive about 40 emails a month, many of them simple questions. The blog gets 800 visits with almost no enquiries.
A sensible first placement: assistant on pricing, services and contact, with a greeting after a pause on pricing and contact. On the blog, present with no greeting. Off checkout. That covers 1,000 of the visits most likely to turn into work, and leaves reading and paying undisturbed.
After a month, look at conversations per page. If blog chats turn out to be good quality, add a gentle greeting there. If the contact page greeting annoys people, drop it.
How to decide for your own site
- List your pages by purpose. Selling, informing, helping, completing.
- Check where visitors leave. High exit rates on pricing and service pages suggest unanswered questions.
- Check what people email about. Questions sent via the contact form tell you which pages failed to answer them.
- Start narrow. Put the assistant on two or three high-intent pages. Soft launching an assistant on one page explains why this beats a site-wide switch-on.
- Read the transcripts, then expand. Add pages where the evidence says it helps.
The script goes wherever you paste it, so placement is under your control. Before adding it widely, note your current page speed and enquiry numbers for the pages you picked, so you have a baseline to compare against. This week, the job is small: choose your two or three pages, add the script to those alone, and put a reminder in the diary to read the first fortnight of conversations.