My early days as a customer support agent really drove home the importance of having clear, accessible knowledge base articles that let customers solve problems on their own, and this became a consistent part of my support ethos.<\/span><\/p>\n
My journey in customer support has taken me through startups and larger corporate organizations where I\u2019ve implemented knowledge bases that cut support tickets by as much as 70%, boosted customer satisfaction scores, and even improved organic search for terms like \u201cknowledge base articles.\u201d<\/p>\n
Now, as a seasoned customer experience (CX) professional writing this guide for HubSpot, I\u2019m excited to share the lessons I\u2019ve learned about creating and using a knowledge base<\/a> effectively.<\/a><\/p>\n
Table of Contents<\/strong><\/p>\n
I\u2019ve used text-based articles most often, but do love incorporating screenshots, videos, and infographics to make complex topics easier to understand. This is especially important considering people have different learning styles.<\/p>\n
What makes a knowledge base article unique, in my experience, is its focus on practicality<\/strong> and clarity<\/strong>. Unlike blog posts, which might aim to entertain or inform, these articles prioritize delivering solutions in a straightforward way.<\/p>\n
For example, I\u2019ve written an article about how to reset your API key that included numbered steps and a screenshot of the dashboard. Within weeks, support requests for that particular issue dropped.<\/p>\n
Knowledge base articles also differ from other types of content<\/a> because they\u2019re highly targeted. Each one addresses a single problem or question, and they are organized for easy access and searchability, often under categories like Account Management, Billing, or Troubleshooting.<\/p>\n
I\u2019ve seen how knowledge base articles deliver tangible results for both customers and businesses. They\u2019re necessary for any organization serious about customer success.<\/p>\n
Below, I\u2019ve outlined six key benefits, each backed by recent data and my own experiences in Silicon Valley\u2019s fast-paced tech environment. These advantages extend beyond support \u2013\u2013 they affect productivity, consistency, and even aspects of marketing.<\/p>\n
One of the core benefits of introducing knowledge base articles is their ability to lighten the load on support teams. When a self-service resource is able to handle the inquiry alone and does not need to escalate a ticket, we refer to this as a deflection<\/strong>.<\/p>\n
For example, at Skybound, I analyze ticket data weekly and look for any repeating patterns in customer inquiries. If I notice there\u2019s a consistently higher volume around a particular question or issue, I\u2019ll create a knowledge base article and add it to the knowledge base.<\/p>\n
Typically what\u2019ll find is that tickets around that subject slowly become deflected, as customers learn to navigate your knowledge base. In fact, according to 2024 data, businesses with well-crafted knowledge base articles can see a 23% reduction<\/a> in customer support ticket volume.<\/p>\n
When customers can solve problems on their own, they feel empowered, and that significantly boosts their satisfaction. This empowerment comes from several things.<\/p>\n
Historically, whenever I\u2019ve introduced a robust knowledge base, the business has seen increased CSAT scores and a rise in NPS.<\/p>\n
Knowledge base articles don\u2019t just help customers \u2014 they make life easier for employees, too.<\/p>\n
At a company I worked with in 2022, our sales team used articles like \u201cUnderstanding Subscription Tiers\u201d to answer prospect questions during live demos, saving them time as they prepared for each new opportunity. Similarly, our technical support team relied on internal knowledge base articles to document bug fixes and feature requests.<\/p>\n
Similarly, at Skybound, my current support team was able to cut their average handle time by 40% as of Q4 of 2024, simply by using centralized troubleshooting guides.<\/p>\n
In other words, your knowledge base ends up serving your customers <\/strong>and<\/em><\/strong> becoming a training resource for your team.<\/strong> Research has found that your average worker spends about 30% of their workday<\/a> searching for information. So, this not only helps drive efficiency but reduces the potential for lower morale.<\/p>\n
Consistency matters, especially as teams grow. Early in my career, I quickly noticed how there would often be a knowledge gap as customers moved down various funnels in their customer journey. By the time they reached customer support, everyone involved had conflicting information. This not only leads to confusion but also a spike in support tickets.<\/p>\n
In contrast, when everyone delivers the same message, customers feel more confident in your brand.<\/p>\n
In a global and digital market, customers don\u2019t stick to your time zone. Knowledge base articles provide around-the-clock support without extra staffing costs. I love waking up to check our knowledge base queries from the previous night, typically from Asia-Pacific customers, to see that many of them deflected and did not escalate into a ticket.<\/p>\n
There\u2019s also a growing demand for self-service that complements this. A 2024 study found that 67% of customers<\/a> prefer using some form of self-service over talking to a live agent.<\/p>\n
One benefit I didn\u2019t anticipate early on was the SEO power of knowledge base articles, as 52% of keywords<\/a> people search for have informational intent.<\/p>\n
For more ideas, check out this HubSpot article on knowledge base examples<\/a>.<\/p>\n
Creating effective knowledge base articles is a process I\u2019ve honed over years of trial and error. You really need to focus on solving problems efficiently.<\/p>\n
Below, I\u2019ve detailed a nine-step approach, complete with tools and tips from my experience. This method ensures your articles are clear, actionable, and results-oriented.<\/p>\n
You can\u2019t solve problems you don\u2019t understand, so I start by digging into support ticket data to find recurring issues and general common questions.<\/p>\n
Try to pinpoint as many frequent topics as you can and then mentally bundle them into categories \u2014 topics like \u201cHow do I update my account information?\u201d and \u201cWhy did my payment fail?\u201d Then, create a diagram chart mapping out the categories and the associated topics.<\/p>\n
Pro tip:<\/strong> Use tools like HubSpot\u2019s Service Analytics<\/a> to spot trends. You can also run keyword searches in your ticketing system for phrases like \u201chow do I\u201d or \u201cerror.\u201d If available to you, don\u2019t stop at just tickets \u2013\u2013 survey customers or use AI tools like Gong.io<\/a> to analyze call transcripts for unlogged pain points.<\/p>\n
A logical structure makes articles easy to follow. I like to promote doing this early on and taking it seriously because your ability to scale knowledge management depends on it. Otherwise, you\u2019ll have to come back and make changes that might take time to overhaul.<\/p>\n
My go-to format includes:<\/p>\n
Pro tip:<\/strong> Test your structure with a small user group. You might learn some things that need adjusting to improve comprehension. I recommend keeping sections short, aiming for around 75-100 words each. This helps avoid overwhelming the readers. Consistency is key to scalability.<\/p>\n
Your audience dictates your tone and depth. For developers and product managers, I use technical terms; for the average user, I stick to plain language.<\/p>\n
A Statista study shows that 60 to 65% of website traffic<\/a> comes from mobile devices, suggesting people are more likely to access knowledge base articles on mobile.<\/p>\n
Pro tip:<\/strong> Use tools like Hemingway App<\/a> to target a particular grade level of reading for broad accessibility. I think grade 6 through 8 reading level is good in that it does not assume a high level of literacy. Also, define any unavoidable jargon in a sidebar or tooltip \u2013\u2013 don\u2019t assume prior knowledge.<\/p>\n
Sometimes, words alone are not enough to describe complex tasks. How difficult would it be to put together your newly purchased IKEA furniture if it only included written instructions instead of images? Knowledge base articles are no different. I always add screenshots, annotated diagrams, or 30-60 second videos to clarify steps.<\/p>\n
Research shows that 36% of people<\/a> have struggled to process information without visuals since elementary school \u2013\u2013 and 50% are actively looking for visual aids when reading informational content to improve their understanding. Adding screenshots, diagrams, or short videos to your knowledge base articles can make complex steps clearer and more digestible.<\/p>\n
Pro tip:<\/strong> Use tools like TechSmith Capture<\/a> or Loom<\/a> for screenshots and videos \u2014 and remember to optimize your content for mobile and add alt text for accessibility and SEO.<\/p>\n
Search engines can lead users to your knowledge base articles, so I like to include primary keywords in titles and headings, and long-tail phrases in the body.<\/p>\n
HubSpot\u2019s Knowledge Base Software<\/a> has AI-driven keyword suggestions, which are very powerful for boosting search rankings.<\/p>\n
Pro tip:<\/strong> Research your competitors with Ahrefs<\/a> or Semrush<\/a> to find high-volume, low-competition terms. Write your meta descriptions between 150 to 160 characters, summarizing the article and including your keyword.<\/p>\n
A well-organized knowledge base<\/a> is important for both customers and employees. I group content into clear categories like \u201cGetting Started,\u201d \u201cBilling,\u201d or \u201cTroubleshooting,\u201d and use tags like \u201clogin error\u201d or \u201crefund request\u201d to make searching easy.<\/p>\n
Outdated content loses trust. It\u2019s important to manage your knowledge base<\/a> and optimize your content for accuracy, freshness, or even new media formats depending on what you\u2019re seeing in the visitor traffic data. I personally review knowledge base data weekly and make small adjustments as needed. For larger overhauls, I\u2019ll take notes and go back to step 2 if required.<\/p>\n
Pro tip:<\/strong> Try applying the Pareto principle<\/a>, also known as the 80\/20 rule. It talks about how roughly 80% of outcomes come from 20% of causes. Using this in a knowledge base context, start with the top 20% of viewed knowledge base articles \u2013\u2013 this typically addresses 80% of user issues.<\/p>\n
While you can see a lot in the data, sometimes it\u2019s helpful to turn directly to your audience. Sending a quarterly survey can help gauge how much your customers value your self-service resources and identify any gaps that need to be filled.<\/p>\n
One way to do this directly in the knowledge base article is by using those little \u201cWas this helpful?\u201d buttons. This will give you a general overview of which articles are working and which are not. Then, review the feedback and prioritize the most high-value opportunities while addressing the low-rated articles for updates.<\/p>\n
Pro tip:<\/strong> Add a free-form comment field alongside the \u201cWas this helpful?\u201d buttons so you can capture specific improvement suggestions. This makes the binary feedback a bit more actionable.<\/p>\n
AI can really help speed up this entire process without completely sacrificing quality. Don\u2019t get me wrong, it requires your effort and guidance, but by using large language models to help you create drafts and get started, you can get moving more quickly than ever before.<\/p>\n
For example, you can feed the LLM various customer issues or how-tos and then have it start compiling a foundation that you can build upon. Support teams are finding a lot of success leveraging AI for knowledge base management.<\/p>\n
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Pro tip:<\/strong> Use AI to suggest related articles or keywords to enhance user navigation and SEO, but always edit AI output for accuracy and brand voice \u2013\u2013 don\u2019t just publish \u201ccopypasta<\/a>.\u201d<\/p>\n
Let\u2019s look at a few examples of knowledge bases<\/a> that implement these principles. Knowledge bases come in many forms, but the best ones have common characteristics that make them useful.<\/p>\n
My alma mater Greenhouse Software<\/a> has a support center that shows many knowledge base best practices. Notice that the homepage has multiple entry points, with a search bar, popular searches, and visual categories.<\/p>\n
Remember, the best knowledge base articles are discoverable, clear, and solution-focused.<\/p>\n
The Slack help center is a great example of a well-organized knowledge base. The site feels friendly right away thanks to a conversational header that says, \u201cHi. How can we help?\u201d and gives you a number of ways to get information.<\/p>\n
There\u2019s a big search bar, quick links to popular topics, and categories that are easy to see. It\u2019s great that they incorporate different learning styles.<\/p>\n
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Answers should be simple to find, simple to understand, and simple to improve over time.<\/p>\n
Okay, I know I\u2019m writing this for HubSpot \u2013\u2013 so of course I have to plug the HubSpot Knowledge Base. But honestly, even if I wasn\u2019t, it would still make the list (I promise they didn\u2019t make me say that). Here\u2019s why.<\/p>\n
Right from the homepage, it\u2019s clear HubSpot wants to make things easy. Much like Slack\u2019s, there\u2019s a prominent search bar, quick links to popular topics, and organized categories covering everything from marketing and sales to CRM setup and beyond.<\/p>\n
Plus, there\u2019s a little chat widget in the bottom-right corner, which I love. I like these widgets because they\u2019re like a safety net \u2014 they\u2019re great to use when you\u2019re convinced you\u2019ve looked everywhere but still can\u2019t find what you need.<\/p>\n
One article I keep coming back to is the guide on setting up automation workflows<\/a>. This could easily be a complicated mess, but the article breaks it down into consumable sections that are action-oriented. It makes everything feel less overwhelming.<\/p>\n
The biggest takeaways for me are:<\/p>\n
A truly great knowledge base article helps people get smarter.<\/p>\n
I\u2019ve created these two templates to help you easily build effective knowledge base articles. My goal was to make them simple to use, so you can quickly structure your information and get it out to your users.<\/p>\n
Whether you need to explain a process or help someone fix a problem, these templates give you a foundation to get started. (You can also download HubSpot\u2019s free knowledge base articles template<\/a>, too.)<\/p>\n
Here are two templates you can apply today.<\/p>\n
Title:<\/strong> [What the user will learn to do\/understand]<\/p>\n
Intro:<\/strong> [One or two sentences. What\u2019s the goal?]<\/p>\n
Section 1:<\/strong> [First Step or Concept]<\/p>\n
If it\u2019s steps:<\/p>\n
[Screenshots]<\/p>\n
[What should they see after the steps?]<\/p>\n
[Screenshots]<\/p>\n
[Possible problem? How to fix it?]<\/p>\n
If it\u2019s explaining something:<\/p>\n
Section 2:<\/strong> [Next Steps or Concept] (Repeat the format above)<\/p>\n
\u2026(More sections if needed)…<\/p>\n
Related Articles:<\/strong><\/p>\n
Still Need Help?<\/strong> (How to contact support)<\/p>\n
Was This Helpful?<\/strong> Yes \/ No (Optional comment box)<\/p>\n
The first template is your go-to for creating a step-by-step approach to explaining concepts. This second template is for troubleshooting articles, and helping users identify and fix problems on their own.<\/p>\n
Title:<\/strong> [Problem the user is having]<\/p>\n
What\u2019s Happening?<\/strong> [One or two sentences describing the problem]<\/p>\n
Possible Causes:<\/strong><\/p>\n
How to Fix It:<\/strong><\/p>\n
Solution 1:<\/strong><\/p>\n
[Screenshots]<\/p>\n
What Should Happen?<\/strong> [Short description of expected behavior]<\/p>\n
[Screenshots]<\/p>\n
If that didn\u2019t work do this:<\/p>\n