Pros and Cons of Chatbots as a Website Marketing Tactic

Does your business get a lot of customer service questions? If so, you may be considering a chatbot to handle the volume. Smart move — 62% of customers prefer bots over waiting for a human, according to Tidio.

But what do chatbots actually do? What are the pros and cons? And are they the right fit for your business?

At Zoe Marketing & Communications, we’ve helped companies refine digital strategies since 2020.

This blog breaks down the top benefits and drawbacks of chatbots so you can decide whether to go bot — or not.

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What chatbots are (in a nutshell)

Chatbots are AI-powered tools that simulate conversation. They either replace or supplement human support, often in customer service roles.

There are three main types:

• Simple (task-oriented): Handles basic tasks, like ordering a pizza.
• Smart (AI-enabled): More advanced, using AI to understand language and intent.
• Hybrid: A mix of rules and AI that learns over time (think Amazon support).

5 top pros of using chatbots

Chatbots improve accessibility, boost sales, reduce costs, gather data and meet customer expectations.

1. They provide 24/7 accessibility. Even if limited to business hours, bots handle tier-one support, saving staff time and responding instantly.
2. They drive more sales and leads. Chatbots engage visitors, answer questions and offer quick help — building trust and increasing conversions.
3. They reduce operational costs. Unlike human agents who can only handle a few inquiries at a time, bots scale infinitely.
4. They collect valuable data. Bots track customer interactions, highlight common questions and improve over time, helping you refine your marketing strategy.
5. Customers expect them. Millennials especially prefer chat over calls. A Tidio survey found 96% of people know what chatbots are, and 69% are satisfied using them.

5 top cons of using chatbots

Bots aren’t human, can be basic, require maintenance, cost money and may not suit your business.

1. They lack human nuance. Bots struggle with slang, emotions and complex interactions, making responses feel robotic.
2. They can’t handle complex questions. Most bots rely on pre-set responses, so anything “off script” may require human backup.
3. They require ongoing updates. Products, services and language evolve. Keeping your bot relevant requires maintenance.
4. They cost money. Pricing varies — basic bots start at $50/month, while advanced versions can cost thousands. At least one company puts its rates at $20,000-$80,000.
5. They don’t work for every industry. Chatbots thrive in ecommerce, banking, healthcare and travel, but may not be ideal for highly nuanced fields.

Next steps for exploring chatbots and other digital solutions

Chatbots can improve customer service, sales and efficiency. But they also require investment and upkeep.

Looking to maximize your marketing? Talk to us. While Zoe Marketing & Communications doesn’t offer chatbot services directly, we can help you explore your options and next steps.

In the meantime, ensure your website is in top shape — a crucial first step before launching a chatbot. Check out these guides:

• The top features of a good website
• How to reduce bounces from your landing pages