Start with the questions already on the website
Service pages, product information, pricing, policies, locations, forms, and help content define what the assistant can answer. Clear ownership matters more than the number of pages.
Give visitors a useful next step
A small-business AI assistant should link to the relevant service, product, booking, registration, pricing, or contact page instead of ending with a generic response.
Keep setup and maintenance proportionate
Begin with one high-value knowledge area, review imported content, test representative questions, and rescan changed sources. Add voice, languages, recommendations, or operator notifications only where they solve a real need.
Keep business decisions with the owner
Quotes, exceptions, disputes, private customer data, payments, and commitments outside published information should go to an authorised person.