Zoe, The Wellness Connection Copywriting Logo and Ambassador chatbot. Illustrating Chatbot Prototypes for conversational design copywriter, Heather Murata.
Zoe, The Wellness Connection Copywriting Logo and Chatbot Ambassador

Rules-Based Chatbot Prototypes: Certified Conversational Design Copywriter

I’m an AWAI-verified, certified chatbot copywriter with a major in conversational design and a minor in bot-building. I specialize in rules-based chatbot prototypes.

And I’m proud to report that I won the Chatbot Spec Challenge with my certification final project chatbot prototype. The final project involved designing a chatbot for use on the AWAI website! Stay tuned for an update when AWAI deploys my bot on their site!

I’m strategically poised to write conversational chatbot prototype flows for agencies, businesses, and organizations with this background.

Are you an agency with plenty of builders but not enough conversational design copywriters? With a minor in bot-building, I know the ins and outs of chatbot building from prototype to finished bot, and I’m comfortable working with the entire chatbot team on any project.

Or, maybe you’re a business or organization looking to improve ROI, customer service, lead generation, or sales (among other benefits).

No matter where you fall on the chatbot continuum, I can create a bot with a persona that matches your brand.

This is a great bot with a lot of character. It’s likable and trustworthy.

AWAI Submission Reviewer

The Difference Between Rules-Based and AI Chatbots

Let’s summarize the difference between rules-based chatbots vs. AI chatbots. They each have their place, but which is more reliable?

AI chatbots are still…evolving…and I say that with respect. Although they have their place, they’re easily stumped when put to the test. The last thing you need is a chatbot that frequently “breaks” or gives up on your clients and flags you to attend to the customer’s request personally.

On the other hand, rules-based chatbots follow if/then conversational pathways (flows) designed to handle any contingencies the copywriter determines ahead of time.

The bot is solid. Used my name appropriately, took plenty of turns, had great responses to my inputs, lots of pathways to choose from, and get my info. The thank-you worked well.

AWAI Submission Reviewer

This was a more complex bot with lots of paths, and everything worked really well together.

AWAI Submission Reviewer

The Importance of Conversational Design in Rules-Based Chatbot Prototypes

A good chatbot has a single purpose. That single purpose is the end-goal of the entire project.

Do you want to generate or qualify leads? Maybe you need volunteers for a variety of projects.

Bot did a great job of setting up asking permission for my email. I definitely trust the bot and welcome more communications.

AWAI Submission Reviewer

And those customer service calls? Many of those could be automated, speeding up the response time for today’s “immediate-results-oriented” consumers.

Perhaps you’re looking for a more automated sales process to capture those busy consumers who want to purchase what they need as soon as possible.

Do you want to gather information about your customers and members or potential customers and members and segment them into specific categories for more personalized email campaigns? Chatbots can be very useful surveyors!

Feedback on a Survey-Specific Chatbot I Created

Definitely lots of questions without feeling invasive. Gave plenty of ways out if they wanted to stop with a great path back in if they wanted to continue. Definitely felt heard and that [the organization] cares.

AWAI Submission Reviewer

UX (User Experience) in Chatbot Prototypes — Conversational Design

We all know that user experience or UX is crucial when it comes to websites. It’s just as essential in chatbot prototypes, and I accomplish this through conversational design. Everything from formatting to conversational cues and closure comes into play.

Very user-centric… Was very conversational and ended the convo paths really well.

AWAI Submission Reviewer

Users love chatbots. They’re convenient, productive, and, if well-written, provide an engaging activity for a few minutes while standing in line at the supermarket checkout counter!

Your chatbot reflects your brand, your mission, and your message. It can be a valuable addition to your support staff if you do everything possible to help it succeed. Analysis of your goals and strong copywriting skills are the key to developing a user-centric, goal-oriented chatbot.

Chatbot Benefits — Speed and Convenience

In this noisy, distracting world, people are demanding faster responses to inquiries, more efficient ways to research products and services, and more convenient ways to sign up, purchase, or make appointments. Audiences love these little helpers, especially if they’re engaging with well-rounded personalities!

Chatbots are excellent assistants, speeding delivery in areas such as:

  • Customer Service
  • Lead Generation
  • Lead Qualification
  • Sales
  • Surveys
  • Segmentation
  • Omni-channel marketing
  • And More!
Interesting Chatbot Statistics

Leeds Beckett University

  • $3.1 million in new enrollment tuition generated in one-day organic chatbot campaign
  • Twice the performance of a traditional call center

Hello Fresh

  • 64% conversion rate for a single campaign
  • 76% decrease in response time to customer inquiries (the typical 5-hour wait decreased to approximately 1.25 hours)
  • 47% increase in customer inquiries and messages


  • 3.4X higher ROI on click-to-Facebook Messenger (chatbot) ads than on click-to-website ads
  • 71% reduction in costs per conversion
  • 1.9X higher value on purchases from click-to-Facebook Messenger (chatbot) ads


Just as website developers and designers are not necessarily the best candidates for writing website content, chatbot builders are more suited to the technical building end of chatbot design.

Your chatbot needs to have a persona with character. It needs to build trust and credibility for your brand and successfully fulfill its mission (the end-goal or call to action).

The best person for that job? A copywriter — but not just any copywriter — a copywriter certified in chatbot prototype conversational design. I’d love to help you explore the benefits of a chatbot assistant to help you with your mission!

Schedule your free online consultation today!

Book a Free Online Consultation

Every Successful Project Begins with a Conversation

Chatbot Marketing Specialist Certificate of Completion - Heather Murata
Click to see my Reaction when AWAI told me I Won the Chatbot Prototype Spec Challenge!

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