AI chatbots are everywhere, from mental health support to banking to bedtime routines. But a chatbot is only as useful as the responses it delivers. That’s why creating a solid writing style guide for your chatbot isn’t just helpful – it’s essential.
At Japeto, we’ve been writing chatbot scripts since 2017. Over that time, we’ve learned some good tips and tricks that help improve the user’s experience.
Whether you’re building a health assistant or a task manager for kids, your bot needs to speak in a way that’s clear, trustworthy, and user-friendly. Here’s how to build a writing style guide that makes sure every response hits the mark.
Before you get started, first do one thing:
Know why your users are here.
You may be creating a customer support tool that is meant to speed up access to information and improve a customer experience. Or, you may be creating a math tutor tool that needs encouraging back-and-forth. Before you write anything, understand the context and goals of *your* chatbot and keep checking in on them when you write a script.
1. Writing Good Chatbot Responses
✅ Straight to the Point
Your bot is there to help, not waffle. Keep responses short and purposeful. Aim for 1–2 sentences max, unless longer detail is specifically requested. Avoid filler language or vague encouragements.
Instead of:
“Hmm, I’m not totally sure, but I think maybe you could try this…”
Use:
“Try resetting your password here. If that doesn’t work, contact support.”
✅ Break up long paragraphs
If you need to provide long paragraphs of information, chunk it in smaller chat bubbles.
It’s hard to read long paragraphs of text on mobile devices and the web, so you want to make this easy on the eyes.
✅ Include Relevant Follow-Up Links
Always add value. If a user needs more detail, give them a direct link to it. This helps keep the core response short while still providing the option to dig deeper.
Example:
“You can appeal the decision via this form. Appeals must be submitted within 10 days.”
✅ Avoid Euphemisms
Don’t use euphemisms, especially when delivering important or potentially distressing info. Euphemisms confuse users, especially if your chatbot isn’t in their native language. Try to be respectful but direct.
Instead of:
“You may want to consider exploring other living arrangements.”
Use:
“You are no longer eligible for this housing benefit. You can find emergency housing options here.”
2. Style Guide Basics
A good chatbot writing style guide should create consistency across teams and responses. It also helps ensure accessibility and inclusivity.
✅ Don’t Assume the User’s Mood
Avoid using tone or language that assumes how the user is feeling. A chatbot doesn’t have much context when a user interacts and may not know if someone is confused, angry, or in a crisis. Stay neutral and supportive when needed but avoid over-personalisation unless the user shares emotional cues.
Bad:
“I know this must be very upsetting for you.”
Better:
“This information can be difficult. Let me know if you’d like help finding support.”
✅ Define Consistent Language
Use a shared glossary and tone framework. Decide in advance:
- Do you say “log in” or “sign in”?
- Do you use contractions (“you’re”) or keep it formal?
- Is the bot’s tone professional, friendly, clinical, casual?
Keep terminology consistent across flows, help docs, and chatbot replies.
✅ Consider Different User Backgrounds
Your users may have different reading levels, technical skills, or cultural contexts.
To keep things inclusive:
- Avoid idioms or metaphors that may not translate well.
- Keep sentences simple and jargon-free.
- When relevant, clarify terms: “You’ll need your NHS number (a 10-digit ID on your medical card).”
3. Next Steps: Test with Real People
Simulate Chatbot Conversations
- Give one team member a queue card with a typical user question. Don’t provide any context.
- Give another team member the backstory or emotional state of the user, or example, they’re frustrated, confused, or need urgent info.
- The first team member answers the question as if they’re the chatbot.
- The second team member evaluates the answer:
- Was it clear and actionable?
- Did it match the urgency or sensitivity of the situation?
- Did it make assumptions about how they were feeling?
Capture feedback and adjust tone, structure, or phrasing in your guide accordingly.
Final Thoughts
A chatbot isn’t just a technical tool, it’s often the face of your service. Writing a clear, consistent, and inclusive style guide makes sure that face is helpful, human, and reliable.
Whether your bot is guiding someone through cancer treatment or helping kids brush their teeth, the way it communicates shapes the whole experience. So make the words count.
