Artificial Intelligence – Customised Chat Assistants

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Turn your website into a 24/7 sales & support assistant that answers questions, captures enquiries and guides visitors to take action.

Regardless of how exciting or innovative we try and make them, most websites are still passive. Unless they really know what they are looking for visitors land on a page, click around, get stuck – and then leave without ever contacting you.

We design and build Custom AI Chat Assistants that plug directly into your website and act like a real, on-brand team member or sales person:

  • Answering questions instantly
  • Using your own website content as a knowledgebase
  • Backed by the wider intelligence of ChatGPT
  • Capturing qualified enquiries and guiding people to buy or book

If you want your website to work harder without hiring extra staff, this is for you.

What is a Customised AI Chat Assistant

Imagine having a member of staff who knows everything about your business, is always polite, works 24 hours a day, 7 days a week, is never ill, never needs holidays, and who’s sole purpose is to answer questions about your products or services and to guide visitors towards doing business with you. Furthermore, it doesn’t require a huge salary or charge you commission for generating sales!

Regardless of how good a website is, most visitors have short attention spans. They leave a site because they cannot find what they need fast enough. A Customised AI Chat Assistant enables visitors and customers to ask questions or request information and get accurate answers in seconds and can then engage in further conversation if required.

How Does an AI Chat Assistant Work?

Whilst there are a number of “off the shelf” AI chatbots available that purport to answer customer questions accurately and quickly, they really don’t do what YOU need an AI Assistant to do. They are trained to answer general questions, the often hallucinate (ie give false answers), and they end up frustrating the customer who still has to then contact you for the right information.

We know this because we have spent the last year testing hundreds of applications and trying to break them – ie to get them to answer questions badly. Our view was that even if an AI Chatbot was 90% accurate, the 10% that it got wrong could affect your business. We couldn’t recommend a service with such a high margin of error or lack of control.

As a result, we have invested heavily in developing our own AI Chat Assistant which can be customised and trained specifically for each and every client. It can be refined and trained to be 100% accurate on the answers it gives, and if it isn’t sure it won’t hallucinate – it’ll invite the visitor to ask you to contact them.

Each business – and website – is unique. It has to provide accurate answers that represent your business effectively. To do this, we customise the Assistant for what your business does and the information you want to provide, and what you want the Assistant to actually do for you.

In the main this means answering questions that people ask without you or your staff being disrupted. It means finding information on products or services and then being prompted what to do next. Or checking availability and being directed through the booking process, all without having to browse through your website or call you.

To do this we scrape the entire knowledgebase of your website and content, including products if you have an e-commerce website, and – for want of a better description – “train” it.

Without wanting to get too technical, we have created a custom made WordPress Plugin which we integrate into each website. This then “talks” to the IWM Chat Assistant that we create specifically for you, so any question a visitor asks is answered quickly, correctly in seconds.

Our AI assistant does this on the spot. It answers questions in real time, explains anything they want to know about your products or services in seconds, handles queries that arise, and cuts out the frustration customers feel when they have to dig through lots of pages or read lots of content. It gives them exactly what they need in seconds.

What our AI website chat actually does

Our chatbot sits neatly on your website as a small chat icon. When visitors click it, they can ask anything in plain language – just like they’d message a real person.

It can:

  • Answer questions instantly
    Using your website’s pages, FAQs, blog posts, services and product details as a live knowledgebase.
  • Guide visitors to the right next step
    Send them to your order page, booking calendar, key service pages or contact form – whatever makes sense.
  • Capture enquiries automatically
    Ask a few friendly questions, then collect name, email, phone number and project details – and send the enquiry straight to you.
  • Reduce repetitive emails & phone calls
    Handle the “What’s your price?”, “Where are you based?”, “Do you offer X?” type questions so you don’t have to.

All of this runs 24/7, even when your office is closed.

Built on your website’s knowledgebase

The power of the chatbot starts with your own content.

We configure it to use your website as its core knowledgebase, so it:

  • Pulls answers from your pages, FAQs, service descriptions, product info, policies and blog content
  • Stays accurate to your brand, offers and processes
  • Speaks about what you do in the way you already describe it

If you have extra documents – like PDFs, price lists, guidance notes or help docs – we can include those too.

Your website becomes your chatbot’s “brain” for everything specific to your business.

Backed by the wider ChatGPT knowledgebase (when needed)

Sometimes visitors ask broader questions that go beyond your website content – things like:

  • “What’s the difference between X and Y?”
  • “How does this process usually work?”
  • “What are the pros and cons of doing it this way?”

In those cases, your chatbot can carefully draw on the wider ChatGPT knowledgebase to give helpful, general explanations.

We set clear rules:

  • Your website is the single source of truth for anything about your prices, services, policies and guarantees.
  • ChatGPT is used only to add broader, general information about your industry or topic.
  • If a question really needs a human, the chatbot will say so – and encourage the visitor to contact you or leave their details.

That way, your chatbot is both accurate about your business and genuinely useful when visitors ask wider questions.

Custom-made for your site, not “one size fits all”

We don’t drop a generic chatbot onto your site and hope for the best.
Every implementation is customised around your business, your market and your goals.

We tailor:

  • Tone of voice
    Friendly, corporate, luxury, clinical, playful – whatever fits your brand.
  • Conversation flows
    • E-commerce: product suggestions, delivery questions, size/fit help, checkout guidance
    • Service businesses: qualify leads, gather project details, book calls or site visits
    • Clinics / treatments: pre-screening questions, appointment requests, “what to expect” info
    • B2B and professional services: discovery questions, quote requests, directing enquiries to the right person
  • Data capture fields
    We decide together what you need to know: budget, timeframe, location, service type, urgency, etc. You get enquiries that are already qualified.
  • Calls-to-action
    Order now, request a quote, book a consultation, download a brochure – we build the chatbot to drive the actions that matter to you.

Whatever your industry, we shape the chatbot around your website and your sales process.

Monthly knowledgebase updates – always up to date

Your business changes. Your chatbot should change with it.

As part of our service, we update your website’s knowledgebase each month, so it’s always using current, relevant information:

  • We check for new or updated pages, services, prices and FAQs
  • We feed fresh content into the knowledgebase
  • We add or refine answers based on real conversations
  • We update it with any new promotions, campaigns or seasonal offers

Over time, your chatbot doesn’t just stay accurate – it actually gets smarter and more effective.

Why our custom chat beats off-the-shelf tools

There are plenty of plug-and-play chat widgets out there. They’re fine if you just want something. But if you want a chatbot that actually wins you more business, a custom build makes a big difference.

Off-the-shelf chatbots:

  • Use generic scripts and canned answers
  • Often sound robotic or off-brand
  • Ask the same basic questions for every site
  • Sit in a silo, not connected to how you actually work
  • Rarely get properly tuned over time

Our custom AI chatbot:

  • Is trained on your website and materials, not generic content
  • Uses your tone of voice and style
  • Follows flows built around your specific goals (quotes, bookings, orders, etc.)
  • Captures the exact details you need to qualify leads
  • Can integrate (where possible) with your existing tools – CRM, email, booking system, helpdesk
  • Is reviewed and updated each month so it keeps improving

In short: a generic chatbot is an add-on.
Our AI Chat Assistant becomes a genuine digital team member that’s designed to support your customers and grow your enquiries.

How the process works

We keep the setup simple and structured:

  1. Discovery
    We look at your website, understand what you sell, who you serve and what you want more of (enquiries, bookings, orders, etc.).
  2. Content & goals
    We decide:
    • What content the chatbot should use (pages, FAQs, documents)
    • What types of questions it must be able to answer
    • What calls-to-action it should push visitors towards
  3. Design & build
    We configure the chatbot, connect it to your knowledgebase, create conversation flows, and match the look and feel to your brand.
  4. Testing
    We run test conversations, refine the answers and make sure it behaves the way you want – including when to pass visitors to a human.
  5. Launch
    We add the chatbot to your website and monitor early usage to make any quick improvements.
  6. Monthly optimisation
    Each month we update the knowledgebase, review real chats and refine the experience.

Who this works best for

Our AI Chat Assistant works well for every type of business. If your website gets visitors and you’d like more of them to turn into real enquiries or customers, it can make a measurable difference.

FAQs

Will it replace real people?
No. The chatbot handles the repetitive, common questions and basic qualification. It frees you (or your team) to focus on higher-value conversations and actual work.

What if it doesn’t know the answer?
If the answer isn’t in your knowledgebase and isn’t appropriate to answer from general information, it will be honest about that and encourage the visitor to contact you or leave their details for a follow-up.

Can I control what it says?
Yes. We set clear rules about what it can and can’t say about your business, and we can refine this over time as we see real conversations.

Can it work on my existing website?
In most cases, yes. We can usually integrate the chatbot into your current site with a small piece of code.

In Conclusion

Ready to turn your website into a 24/7 sales and support assistant?

We can add a customised, on-brand AI Chat Assistant to:

  • A brand new website we design for you, or
  • Your existing website, as an upgrade.