Use conversational marketing by voice to answer visitors’ first questions.

What is conversational marketing on a SaaS website?

Conversational marketing answers a visitor’s questions in a real-time conversation instead of sending them to a form or a page of copy. It’s often done with chat. Voice suits visitors who would rather say what they’re looking for, and questions that take a few sentences to explain.

First-time visitors ask broad questions:

• “What does your product actually do for a team like ours?”
• “How is this different from what we use now?”
• “Is there a free plan or a trial?”
• “Does it work for an agency with several clients?”

How does a spoken conversation with a visitor work?

Set the button label, up to 30 characters, and its colour, so the widget invites the question you want, such as “Ask us anything”. The position and the “Powered by Kawl Now” footer are fixed.

• The sales button sits in the bottom-right corner of every page that loads the sales embed. It doesn’t open by itself or send messages.
• A visitor presses it and types a few words about what they want. Before they start the call, the widget tells them they’re speaking with AI, that a transcript will be saved and that the call lasts up to 10 minutes.
• The agent asks what the visitor is trying to do, then answers from your approved sales notes.
• It can suggest the next step your notes name, such as starting a trial or reading a comparison, and say where to find it on your site.

What should the agent know for a first conversation?

Early visitors don’t know your vocabulary yet, so write notes in theirs:

• What the product does, in a few plain sentences, and the problem it solves for each type of customer.
• The words visitors use for that problem, which may not match your product’s terms. The agent finds notes by matching words.
• Short use-case explanations for each kind of team you serve, without customer names or results you can’t back up.
• Fair answers to “How are you different from…?” for the alternatives visitors mention most.
• How to start: free plan, trial, signup steps and where each link is.

What can marketing learn from the transcripts?

Each conversation is saved with the topic the visitor typed and a two-sided transcript, so you can read how visitors describe their problem before they know your words. The summary line in the list is the start of the visitor’s own words. Use the phrases you hear in headlines, page copy and the agent’s notes.

The Insights tab, set to sales calls, groups the questions visitors raise, with exact quotes, from up to your latest 30 sales calls in the last 30 days. It’s a quick way to collect phrases worth testing in your copy.

A conversation isn’t linked to the page the visitor was on, the campaign that brought them or who they are, so read transcripts for language and questions rather than attribution.

Where does conversational marketing by voice stop?

Plan around these limits before you add the widget to busy pages:

• Voice only. Visitors type their topic, but the conversation itself is spoken, with no typed chat. Some visitors can’t talk where they are, so keep your other routes on the page.
• No lead capture. There’s no lead form, meeting booking or CRM connection.
• No page targeting. Every page with the sales embed gets the same agent, greeting and notes, so choose those pages deliberately.
• A shared allowance. Support, sales and tests share each workspace’s first 50 conversations, so a widget on every blog post can spend them on casual visitors.
• English only. The agent greets visitors in English, and there’s no language setting.

Common questions