# Goals, principles and ideal steps

Tell the AI chatbot what to aim for, the rules it follows and the usual order of a conversation, in plain words.

Updated Oct 28, 2026. Source: https://smallbusinesschatbot.com/docs/user-guides/chat-widget/goals-rules-and-steps

## What this does

Three plain-text fields in Small Business Chatbot tell the AI chatbot how to behave in website chats and in its replies to text messages. **Goals** says what it should achieve. **Principles** holds its personality and the rules it follows. **Ideal Steps to Take** sets the usual order of a conversation. The fields sit in the [Look and Feel](https://smallbusinesschatbot.com/docs/user-guides/chat-widget/look-and-feel) panel.

## Write the instructions

1. **Open the fields**

   In the app, open **Chat Widget › Look and Feel**. After **Allow Lead Grading in the Summary?**, the panel shows the **Change the personality of…** heading (it shows your assistant's name) and the three fields.

   ![The Goals, Principles and Ideal Steps to Take fields under the personality heading](https://smallbusinesschatbot.com/static/images/docs/user-guides/goals-rules-and-steps-fields-2026-10-28.webp)
   *Chat Widget › Look and Feel, October 2026*

2. **Start from a suggestion**

   Above an empty field, buttons fill in starter text: **Collect Leads** or **Customer Service** for Goals, **Warm & Friendly** or **Keep it Short** for Principles, and **General Steps** for Ideal Steps to Take. Edit the text to fit your business.

   ![The empty Goals field with the Collect Leads and Customer Service suggestion buttons above it](https://smallbusinesschatbot.com/static/images/docs/user-guides/goals-rules-and-steps-suggestions-2026-10-28.webp)
   *Chat Widget › Look and Feel, October 2026*

3. **Write your own words**

   In each field, write short, literal instructions, one per line.

4. **Save**

   At the bottom of the panel, click **Save**. The app shows **Look and Feel settings saved!**

5. **Test it**

   In [Playground](https://smallbusinesschatbot.com/app?panel=playground), start a chat that should follow your new rule.

## Settings

### Goals

What the chatbot should achieve in each conversation. The field's tooltip says: "Define the primary objectives for the assistant: what should it accomplish during the conversation?"

```text Example
Answer questions about our services and book a free estimate.
Once a visitor asks for a quote, ask for their name, phone and email.
```

### Principles

The chatbot's personality and the rules it follows. Put anything it must never do here.

```text Example
Be warm and brief. Use the visitor's first name once you know it.
Never quote a price that isn't on our website or in our Q&A.
Never promise a same-day visit. Say the team will confirm the time.
```

### Ideal Steps to Take

The usual order of a conversation, as numbered steps.

```text Example
1. Ask what the visitor needs help with.
2. Answer from our website and Q&A.
3. If they want a visit, ask for their address and a good time.
4. Ask for name, phone and email so the team can confirm.
```

## Tips

- Use these fields for how the chatbot behaves. Facts such as prices, hours and policies go in [Q&A](https://smallbusinesschatbot.com/docs/user-guides/chat-widget/questions-and-answers), where it looks them up for each question.
- Change one thing at a time and test it in the [Playground](https://smallbusinesschatbot.com/docs/user-guides/chat-widget/playground) before the next change.
- Instructions guide the chatbot's replies, so test every rule that matters before your widget goes live.
- The chatbot is told to keep these instructions private and never show them to visitors.

## Phone calls

On phone calls, the AI receptionist follows its own fields: **Goals and System Rules**, **Personality** and **Call Flow** under **Voice Agent › Settings**. [Greeting and call rules](https://smallbusinesschatbot.com/docs/user-guides/voice-agent/greeting-and-call-rules) explains them.