What to Put in a Website AI Assistant Intake Brief

A website AI assistant needs more than a greeting and a collection of web pages. It needs an accurate brief about your services, the questions it can answer, and the point where a person should take over.

Apex Blue builds website AI agents around practical customer journeys. Preparing the following information helps keep the project focused on useful inquiries and dependable handoffs.

Start with the visitor’s task

Choose the first job the assistant should do. That might be helping visitors identify a service, collecting a project brief, or directing an existing customer to support.

Avoid asking one assistant to handle every department at launch. A narrow first task makes the answers, routing, and acceptance checks easier to review.

Describe who the visitor is and what they are trying to decide. A commercial buyer comparing service scope needs different information from a homeowner asking whether you cover their address.

Supply approved service answers

Prepare concise descriptions of your services, eligibility, coverage area, opening hours, and normal next steps. Include the questions your staff answers repeatedly and any language that must be used precisely.

For pricing, specify whether the assistant can show a fixed published price, explain a price range with conditions, or collect information for a quote. It should not negotiate, invent a discount, or imply that an estimate is binding.

Name the source of each answer and who can approve an update. A business change should not leave the assistant using an outdated policy indefinitely.

Define what it must hand to a person

List the cases that require staff judgment: complaints, unusual project requirements, conflicting information, safety concerns, or anything outside the approved scope.

The handoff should include a destination, an owner, and the information that person needs. “Contact support” is less useful than a clear route with the relevant inquiry details attached.

Collect only what the team needs for the next step. If a visitor needs to share confidential information, offer an appropriate channel instead of inviting it into general chat.

Specify the inquiry record

Agree on the fields that should reach your inbox or CRM. Common examples are name, contact method, requested service, location, timing, and a short summary. Make optional fields optional when they are not essential to initial review.

Explain the response expectation to the visitor. An assistant collecting an inquiry after hours should not imply that a person is already reviewing it unless that is true.

Test the exceptions you see in real life

Include incomplete contact details, an unsupported service area, an ambiguous request, an unavailable CRM, and a question outside the approved answers. Confirm the assistant asks a useful follow-up or hands over appropriately.

Also test the experience on a phone and with keyboard navigation. Visitors should be able to use the contact path without understanding the technology behind it.

Our AI agent versus chatbot guide explains the broader distinction. Explore a website AI agent with Apex Blue when you have a specific visitor task and a team ready to own the inquiry after it arrives.