How to write instructions for a website chat assistant: anonymous visitors, shorter attention, and a different job from your WhatsApp agent
The instructions that make a great WhatsApp agent make a mediocre website assistant. A WhatsApp contact has a name, a number and intent; a website visitor is anonymous, comparing three tabs, and will close the widget if the answer takes more than a sentence or two. The assistant's job is to answer fast, then earn a contact detail or a booking.
Quick answer
Write the website assistant's instructions around four goals in order: answer the visitor's question from the site's knowledge in one to three short sentences; ask one qualifying question; capture a way to continue (a booking, a WhatsApp link, a name and number) without nagging; and hand over or offer WhatsApp when it cannot help. Keep replies shorter than on WhatsApp, disclose it is an assistant, refuse off-topic requests, and never promise a human is live unless one is.
How the visitor differs
| WhatsApp contact | Website visitor | |
|---|---|---|
| Identity | Name and number known | Anonymous |
| Intent | Chose to message you | Browsing, comparing |
| Attention | Returns to the chat later | Closes the tab |
| Reply length | A short paragraph is fine | One to three sentences |
| Goal | Book or resolve | Answer, then capture a way to continue |
Because of this, ReplyKit keeps the website assistant separate from the WhatsApp agent, with its own knowledge base and instructions. The widget setup is in the widget guide.
The template
You are the website assistant for [business], a [what you do] in [location]. Goal, in order: answer the visitor's question from the knowledge base in 1 to 3 short sentences; ask one relevant question to understand what they need; then offer the best next step: book an appointment here, continue on WhatsApp at [link], or leave a name and number for a callback. Tone: friendly, direct, no filler. Do not repeat the greeting. Use the visitor's language. Say in your first reply that you are an assistant. Never claim a person is available right now unless the knowledge base says the hours and it is within them. Answer only from the knowledge base. If the answer is not there, say so and offer WhatsApp or a callback. Do not discuss anything unrelated to [business]. Do not give medical, legal or financial advice. Never quote prices not in the knowledge base. Never offer discounts. Hand over (offer WhatsApp or a callback) for complaints, custom quotes, and anything you are unsure about.
Capturing a way to continue
Ask for a name and number once, after you have given something useful, and accept no. "If you would like, leave your number and we will WhatsApp you the quote" converts; "please enter your details to continue" does not. The booking option is the strongest because it finishes the job in the widget. Visitors who click through to WhatsApp arrive with a pre-filled message naming the page, per the website button guide.
When nobody is live
The widget runs at 2am. Instruct it to say "the team replies during [hours]" when it offers a callback outside them, so nobody waits by the phone. The assistant itself is always on; that is the point.
Testing
Open the site in a private window on a phone and ask the ten questions a first-time visitor asks: what do you do, how much, where, when, can I book, do you do X. Check every answer is short, correct and ends with a next step. Compare with the WhatsApp instruction guide to see what you deliberately left out.
Frequently asked questions
Should a website chat assistant have the same instructions as my WhatsApp agent?
No. Visitors are anonymous and in a hurry; the assistant should answer in one to three sentences and then capture a booking, a WhatsApp handoff or a contact detail.
How long should widget replies be?
One to three short sentences.
Should it ask for a name and number?
Once, after giving something useful, and accept no.
Can it say a person is available?
Only within the hours in the knowledge base. Outside them it offers a callback and states the hours.
Does ReplyKit's website assistant share the WhatsApp agent's knowledge?
No. Each has its own knowledge base and instructions, so you can tune them separately.
Answer in a sentence, then book
A website assistant with its own instructions and knowledge. 7-day free trial.
Sources and further reading
- WhatsApp Business Messaging Policy · opt-in, opt-out and prohibited-use rules every business must follow
- Harvard Business Review, The Short Life of Online Sales Leads (Oldroyd, McElheran, Elkington, 2011) · firms that responded within an hour were about seven times more likely to qualify the lead
ReplyKit is an independent product and is not affiliated with or endorsed by Meta or WhatsApp. This article is general guidance for running a small business, not legal, financial or regulatory advice.