If you’ve ever visited a website and had a chat box pop up asking if you need help, you’ve seen a proactive chat invitation in action. These little nudges can turn a passive browser into an actual lead—or just annoy people if done poorly.
This guide is for marketers, sales teams, and anyone using HubSpot who wants to set up proactive chat invitations the right way using HubSpot Chatflows. I’ll show you exactly how to do it, what to avoid, and when to ignore the hype.
Why bother with proactive chat invitations?
Let’s be honest: Most people ignore pop-ups. But a well-timed, relevant chat invite can make a real difference, especially if you’re selling something complex, or your site gets a lot of visitors who just need a nudge.
What works: - Triggering the invite when someone’s actually engaged (not the second they land on your site). - Using casual, human language—not “How may I assist you today?” - Keeping it skippable and not pushy.
What doesn’t: - Bombarding every visitor the moment they hit your homepage. - Overpromising (“We’re always here!” when you’re not). - Making it hard to close or ignore.
If you’re ready, let’s set up a proactive chat invitation that helps, not harasses.
Step 1: Get the basics set up
First things first—if you haven’t already, you need: - A HubSpot account (free or paid; some features are limited on the free plan) - Access to Chatflows (it’s included in most tiers) - HubSpot tracking code installed on your website
If you’re missing any of those, stop here and set them up. Without the tracking code, Chatflows won’t work. If you’re not sure, go to your site and look for the HubSpot tracking code in your site’s source.
Pro tip: If IT installed the code, double-check it’s on every page you want to run a chat invite on. Don’t assume.
Step 2: Navigate to Chatflows
- In your HubSpot dashboard, click the chat bubble icon in the top-right.
- Choose “Chatflows.”
- Click “Create chatflow.”
You’ll get two options: “Website” or “Facebook Messenger.” Pick “Website.” (Facebook Messenger is a different beast—skip it unless you’re sure you want to hassle with Facebook’s quirks.)
Step 3: Choose your chat type
You’ll see a few templates, like:
- Live chat
- Bot (for lead qualification, meeting booking, etc.)
For proactive invites, pick “Live chat.” You can always add a bot later, but if you start with a bot, you’ll have to set up extra logic.
Step 4: Set up your basic chatflow
You’re now in the chatflow editor. Here’s what to do:
- Give your chatflow a name (something like “Proactive homepage invite”).
- Pick the inbox or team the chats should go to. This matters—don’t send chats to a random, ignored inbox.
- Set your chat availability (working hours, team members, etc.). If you’re only online 9-5, say so. Don’t pretend you’re 24/7 if you’re not.
Step 5: Write your proactive invite message
This is where most people blow it. Here are some do’s and don’ts:
Do: - Keep it short and casual. “Hi there! Have any questions while you’re browsing?” beats “Welcome to our esteemed website. How may we assist you?” - Make it sound like a real human, not a robot. - Set expectations—if you’re not always online, say “We’ll reply as soon as we’re back.”
Don’t: - Use generic or stuffy language. - Promise instant replies if you can’t deliver. - Try to be clever for the sake of it.
Example message:
“Hey! Let me know if you have any questions—I’m here to help.”
Step 6: Target the right audience
This is where proactive invitations go from “annoying” to “actually useful.” HubSpot lets you choose who sees your invite and when.
Set display triggers
- Time on page: Don’t show the invite immediately. Wait 10-30 seconds, or until they’ve scrolled a bit. This weeds out the bouncers.
- Exit intent: Not built-in, but you can mimic it by triggering after a long time or on specific pages.
- Scroll depth: Show the invite after someone scrolls 50% down the page.
Set audience rules
- Target only certain pages (e.g., pricing, demo, or product pages—not your blog).
- Exclude users who have already chatted or converted.
- Target by country, device type, or returning visitor status if you want.
How to do it: 1. In the chatflow editor, go to “Display” or “Target.” 2. Set the URL(s) where the invite should appear. 3. Add rules (e.g., “Show only if time on page is 15 seconds or more”). 4. Save your settings.
Pro tip: Don’t get lost in the weeds. Start simple: One page, one audience. You can always tweak later.
Step 7: Preview and test (don’t skip this)
Before you hit “Publish,” check: - Does the invite appear at the right time? - Can you easily close it? - Does it work on mobile and desktop? - Does it route to the right people?
Open your site in an incognito window and try it out. Nothing tanks a first impression like a chat that doesn’t work—or worse, one that pops up every 3 seconds.
Step 8: Set up notifications and routing
If someone replies, who gets the message? Make sure: - The right team or person is notified (via email, Slack, or HubSpot). - Someone’s actually available to respond. If you’re a one-person show, set clear away messages. - You avoid dead ends. If no one is there, let the visitor know when you’ll reply.
Don’t overpromise. “We’ll reply as soon as possible” beats “Instant support!” when you’re out to lunch.
Step 9: Go live and monitor
Hit “Publish.” Now, keep an eye on: - How many people actually engage with the chat. - How many close it instantly (if that number’s high, tweak your timing or language). - How quickly you respond.
Real talk: Most proactive invites get ignored. That’s normal. But if your engagement rate is below 1%, try changing your trigger or message.
Step 10: Iterate (but don’t obsess)
Don’t get caught up in “optimizing” every day. Set it, watch for clear patterns, and adjust if you see obvious issues. Some things to try: - Move the trigger to a later time. - Change the message to be more specific (“Need help choosing a plan?”). - Target only high-intent pages.
And don’t be afraid to turn off proactive invites if they’re not working for your audience. Sometimes no pop-up is better than a bad one.
What to ignore
- Overcomplicated bots: Start with live chat. Add bots only if you’re drowning in conversations or need to pre-qualify leads.
- Generic templates: Most “best practice” templates sound robotic. Write your own.
- Every page targeting: Nobody wants a chat invite on your About Us or Blog page. Focus on where people get stuck or have questions.
Wrapping up
Proactive chat invitations in HubSpot Chatflows can be helpful if you keep them simple, respectful, and relevant. Don’t overthink it. Start small, see what works for your audience, and adjust as you go. If it feels annoying to you, it’s probably annoying to your visitors too.
If you’re ever in doubt, keep things skippable, casual, and honest. That’s what people actually respond to.