What Is a Chatbot on a Website?

What it applies to

B2B websites with meaningful monthly traffic where a human sales team cannot engage every visitor in real time. Chatbots are most effective on pricing pages, demo pages, and high-intent landing pages.

How to set up a B2B chatbot

• Choose a platform: Drift (pipeline-focused), Intercom (support + sales), HubSpot Chat (CRM-native), or Qualified (enterprise Salesforce integration).
• Install the chatbot's JavaScript snippet via Google Tag Manager — this embeds the chat widget on all pages.
• Configure playbooks — conversation flows triggered by specific conditions (page visited, time on page, returning visitor, ICP company detected via Clearbit enrichment).
• Write qualifying questions: company size, role, use case, timeline. Route high-intent responses directly to a sales calendar booking widget (Calendly or Chili Piper).
• Set office hours so the bot handles conversations during off-hours and routes to human agents during business hours.

Where to deploy it

• Pricing page — highest purchase intent, highest value for live qualification
• Demo page — catches visitors before they abandon the form
• High-traffic blog posts — targets top-of-funnel visitors with a relevant content offer