Conversation AI Use Case
How to Build a Conversation AI FAQ Bot on Your Website in GoHighLevel
By Marnix Geerkens. Published 2026-05-12. Updated 2026-05-28.
In short
A GoHighLevel Conversation AI FAQ bot answers common questions in your website chat widget, saves the visitor as a contact, and books or hands off when needed. Conversation AI handles text channels (web chat, SMS, and the like), while Voice AI handles phone calls. You build the bot by adding the chat widget, giving Conversation AI a prompt and a set of answers, and turning it on. The build below takes about 25 minutes.
- Conversation AI is the text-channel agent. Voice AI is the phone agent.
- It answers FAQs in the website chat and captures the visitor as a contact.
- It can book an appointment or hand off to a human at any point.
Before you start
- A GoHighLevel sub-account (start the 30-day free trial through our link).
- A website you can add the GoHighLevel chat widget to.
- Conversation AI enabled for the sub-account.
- A short list of your most common questions and answers.
Step by step
Step 1. Add the chat widget to your website
In the sub-account, set up the web chat widget and copy the embed snippet. Paste it onto your website so the chat bubble shows in the corner.
Set the widget greeting and the fields it asks for (name and email are enough to start).
Step 2. Turn on Conversation AI for the channel
Open the Conversation AI settings and enable it for the web chat channel. This is what lets the bot reply automatically instead of waiting for a human.
Set the mode. "Suggestive" drafts a reply for a human to approve, and "auto-pilot" sends replies on its own. Start in suggestive while you tune it, then switch to auto-pilot.
Step 3. Write the bot prompt
Tell the bot who it is and its job: answer questions about the business and book a call when the visitor is ready. Keep it short.
Paste in your FAQ list so it answers from real facts, not guesses. Add a rule: "If you do not know the answer, say so and offer to connect a team member."
Step 4. Add the booking and lead capture
Give the bot a link or a flow to book an appointment when the visitor is ready, so chat turns into a booked call.
Every conversation already creates or updates a contact, so the lead is saved even if they do not book.
Step 5. Set the human handoff rule
Decide when the bot should stop and bring in a person. Common triggers: the visitor asks for a human, the bot is unsure, or the conversation is about billing.
When a handoff fires, the conversation lands in the team inbox with the full chat history so a person picks up where the bot left off.
How to test it worked
Open your website in a private browser window and start a chat. Ask one of your FAQ questions and confirm the bot answers from your list.
Ask something off topic and confirm the bot says it does not know and offers a human, instead of making something up.
Open the conversation in the CRM and confirm the contact and the full chat history were saved.
Troubleshooting
Bot does not reply: confirm Conversation AI is enabled for the web chat channel and not just installed.
Bot invents answers: tighten the prompt and add the rule to say "I do not know" when the FAQ list does not cover it.
Replies feel robotic: shorten the prompt and add one line about tone, like "be friendly and brief."
Handoff never triggers: check the handoff rules and make "asks for a human" one of them.
Frequently asked questions
What is the difference between Conversation AI and Voice AI?
Conversation AI handles text channels like website chat and SMS. Voice AI handles phone calls. They are separate features in GoHighLevel but both work off a prompt and your business facts, and both save the contact in the same CRM.
Does the FAQ bot capture leads?
Yes. Every chat creates or updates a contact in the CRM with the visitor name and email, so the lead is saved even when they do not book. You can trigger follow-up workflows from there.
Can the bot book appointments?
Yes. Give it a booking link or flow and it can turn a chat into a booked call. The appointment lands on your calendar and in the CRM like any other booking.
How much does Conversation AI cost?
Conversation AI runs on your GoHighLevel plan (Starter $97/mo, Unlimited $297/mo, or Pro $497/mo), and AI usage is billed separately. You pay for the AI replies the bot generates, not a flat per-chat fee.
How do I stop the bot from making things up?
Feed it a real FAQ list or a knowledge base and add a clear rule to say "I do not know" and offer a human when a question is not covered. A bot with no facts to draw on is the one that guesses.