Assistant Routing Rules: Showing Different Assistants on Different Pages

A single chatbot in NoForm AI can hold several assistants, each with its own tone, prompt, and lead qualification setup. Routing rules decide which one answers, based on the address of the page a visitor is browsing. This article explains the five URL operators, how rules combine, and how the default assistant covers the pages you have not written rules for.

A routing rule is a condition made of two parts: an operator (such as “URL text contains”) and a value you type in (such as /pricing). When a visitor opens the chat on one of your pages, NoForm AI compares that page’s address against the rules you configured, and the assistant whose rules match handles the conversation.

Rules live on each assistant’s Visibility tab. Open your bot settings, go to Assistants, click Customize behavior next to an assistant, and select the Visibility tab. The card is titled Page rules, with the section heading “Show assistant on pages” and the description “Add specific URLs where this assistant appears. Unlisted pages use your default assistant.”

Each rule uses one of five operators, chosen from a dropdown next to the value field:

New rules start on URL text is exactly with an empty value. Every rule needs a value before you can save, and an empty field shows the error “Value is required”. When you pick URL text is exactly, the value must be a complete web address, otherwise the form shows “Please enter a valid URL”. The other four operators accept a fragment of an address, such as /pricing.

Matching ignores capital letters, so a rule with the value /Pricing also matches a visit to /pricing. Query strings and anchors are stripped before comparison only when your rule value is itself a complete web address, for example https://example.com/solutions. If your value is a fragment such as /pricing, NoForm AI compares it against the full page address including any tracking parameters, which is why “URL text contains” is the safer choice for pages that carry campaign links.

One assistant can hold as many rules as you need. Click the plus button under the last rule to add another. The first rule is labeled Page where and every rule after it is labeled or where, which reflects how they combine: the rules of a single assistant use OR logic, so the assistant activates when at least one of its rules matches. You do not need the visitor’s page to satisfy all of them.

This matters when you use URL text does not contain. An assistant whose only rule is “URL text does not contain /internal” matches every page that lacks /internal in its address, which is most of your website. Pair exclusions with a narrower rule, or put them on an assistant you only intend to run site-wide.

To delete a rule, click the trash icon at the end of its row. The icon is unavailable when only one rule remains, since an assistant needs at least one rule (“At least one rule is required”).

Rules do nothing until you switch on the toggle labeled Enable the assistant for selected pages at the bottom of the Visibility tab, with the note “The default assistant will be used for any pages not listed above.” The toggle stays unavailable until at least one rule has a value filled in.

An assistant also needs to be switched on in the Enable on website column of the Assistants table. Until you add a coverage rule, that toggle is grayed out and a warning icon appears with the tooltip: “To enable this assistant on your website, please set up coverage rules first. Click ‘edit rules icon’ to choose where this assistant should appear.”

NoForm AI checks the non-default assistants first. It skips any assistant whose routing is switched off, and it selects the first one whose rules match the visitor’s page. If none of them match, the default assistant takes the conversation.

Every bot has exactly one default assistant, created automatically with the bot. You cannot delete it, you cannot switch it off, and its Visibility tab has no rules to edit. It shows this message instead: “The default assistant’s coverage can’t be changed. It will respond on all pages except those assigned to another assistant.” In the Assistants table its visibility column reads “All pages.”

The default assistant is your catch-all. It covers your homepage, any page you never wrote a rule for, and any page whose assistants are switched off. If you delete a non-default assistant, the default assistant takes over the pages that assistant was handling.

If two enabled assistants both match the same page, the one you created first answers, since assistants are checked in the order they were added. The conflict check described below prevents most overlaps, so this rarely comes up.

NoForm AI checks your rules against the rules of your other assistants while you edit, so two assistants do not compete for the same page. A conflict is reported when another assistant already has a rule with the same operator and the same value, when two “URL text starts with” rules overlap because one value is a prefix of the other, or when two “URL text ends with” rules overlap because one value is a suffix of the other.

When that happens, a message appears under the value field naming the other assistant, and you cannot save until you change or remove the rule. Duplicating a rule inside the same assistant is also blocked, with the message “This rule already exists.”

Start from a bot whose default assistant already covers the whole site, then add two assistants.

For the sales assistant, open its Visibility tab and add these rules: “URL text contains” with the value /pricing, then click the plus button and add “URL text contains” with the value /products. Switch on Enable the assistant for selected pages and save.

For the support assistant, add “URL text contains” with the value /help, then add “URL text contains” with the value /support. Switch on the same toggle and save.

Back on the Assistants page, switch on Enable on website for both. The result: visitors on /pricing and /products talk to the sales assistant, visitors on /help and /support talk to the support assistant, and everyone else, including visitors on your homepage and blog, talks to the default assistant.

Routing rules also pair languages with pages. If your website has a localized section, such as example.com/fr/ for French visitors, you can give that section an assistant that greets, answers, and collects lead details in French while the default assistant keeps answering in English on your international pages.

Create a new assistant and write its prompt in French, or state in the prompt that it must always reply in French. This keeps the whole conversation in one language, including the qualification questions it asks. On the assistant’s Visibility tab, add the rule “URL text contains” with the value /fr/, switch on Enable the assistant for selected pages, and save. Then switch on Enable on website in the Assistants table.

If your French site lives on a subdomain such as fr.example.com instead of a path, use “URL text starts with” with the value https://fr.example.com.

The pattern extends to every localized section of your site: one assistant per language, each routed by the URL marker of its section (/fr/, /de/, /es/), with the default assistant covering pages that have no language prefix. A bot holds up to 10 assistants including the default one, which leaves room for nine localized assistants.

Each bot supports up to 10 assistants, counting the default one. Creating an eleventh returns the error “You can create up to 10 assistants”.

Routing rules ignore letter case, so a rule written as /Pricing matches a visit to /pricing and a visit to /PRICING.

The default assistant takes over that page as soon as you switch the assistant off, and it takes over permanently if you delete the assistant.

Only one assistant answers any given conversation. The conflict check blocks the overlapping rule combinations described above, and if an overlap still slips through, the assistant you created first answers.

Check three things in order: the assistant has at least one rule with a value, the Enable the assistant for selected pages toggle on its Visibility tab is on, and the Enable on website toggle in the Assistants table is on.

For background on what assistants are and what else you can configure per assistant, see the article “Managing multiple AI Assistants”.