ABSTRACT Virtual assistants allow users to interact with apps using a conversational mode. A particular kind of device supporting virtual assistants is the smart speaker, which allows end users to access contents and services, perform searches and command smart environments via voice interaction. These devices are gaining relevance among users, and the number of apps available for giving them more conversational capabilities grows constantly. However, there is a gap between what can be achieved using these devices and the information available on the web, i.e. most web apps don't have one smart speaker app counterpart. In this work, we present a two-step approach to defining conversational interfaces for virtual assistants based on existing web sites. During the first step, the user creates web content blocks, which describe target contents and the strategy for retrieving them. In the second step, the user uses web content blocks to specify the conversational interface. Although the approach could be considered generic enough for any kind of conversational interface, we focus our research on voice user interfaces, considering smart speaker apps as a major target. With our approach, apps based on voice user interfaces for smart speakers may be developed in a no-code manner. We describe and illustrate the approach by presenting usage examples and an evaluation using the Alexa service and an Amazon Echo device. The evaluation shows promising results for two case studies where there is no significant difference between the user experience when comparing solutions developed using the Alexa SDK versus apps using our approach.