How I Write Effective Knowledge Base Articles [+Templates]

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.

My journey in customer support has taken me through startups and larger corporate organizations where I’ve implemented knowledge bases that cut support tickets by as much as 70%, boosted customer satisfaction scores, and even improved organic search for terms like “knowledge base articles.”

Now, as a seasoned customer experience (CX) professional writing this guide for HubSpot, I’m excited to share the lessons I’ve learned about creating and using a knowledge base effectively.

Whether you’re a business owner, a support team lead, or someone passionate about CX, this guide will walk you through everything you need to know to leverage knowledge bases for customer success.

HubSpot's Knowledge Base Software

Enable customers to get answers quickly with a searchable knowledge base built from common support questions.

• Create self-serve help articles that are optimized for search
• Make it easy to browse knowledge base articles by topic
• Improve knowledge base content and fill gaps with insights
• And more!

Learn More

What is a knowledge base article?

A knowledge base article is a structured piece of content within a knowledge base –– a digital repository designed to provide customers and users with self-service information about a product, service, or process.

From my years of working in CX, I’ve come to see these articles as the backbone for effective customer support. Depending on the audience, they can take various forms:

• Step-by-step guides
• FAQs
• Troubleshooting instructions
• Detailed feature breakdowns

I’ve 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.

What makes knowledge base articles different from other content?

What makes a knowledge base article unique, in my experience, is its focus on practicality and clarity. Unlike blog posts, which might aim to entertain or inform, these articles prioritize delivering solutions in a straightforward way.

For example, I’ve 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.

Knowledge base articles also differ from other types of content because they’re 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.

Next, I’ll explain why knowledge base articles are so valuable and how you can create them effectively.

Benefits of Knowledge Base Articles

I’ve seen how knowledge base articles deliver tangible results for both customers and businesses. They’re necessary for any organization serious about customer success.

Below, I’ve outlined six key benefits, each backed by recent data and my own experiences in Silicon Valley’s fast-paced tech environment. These advantages extend beyond support –– they affect productivity, consistency, and even aspects of marketing.

Reduces Support Ticket Volume

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.

For example, at Skybound, I analyze ticket data weekly and look for any repeating patterns in customer inquiries. If I notice there’s a consistently higher volume around a particular question or issue, I’ll create a knowledge base article and add it to the knowledge base.

Typically what’ll 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 in customer support ticket volume.

Improves Customer Satisfaction

When customers can solve problems on their own, they feel empowered, and that significantly boosts their satisfaction. This empowerment comes from several things.

• A sense of control. Customers can take control of their problems without waiting for support.
• Increased autonomy. Customers appreciate a sense of independence.
• Enhanced trust. When customers can solve their own issue, it builds trust with a brand because they perceive the company as proactive and customer-focused. This can lead to loyalty and positive word-of-mouth.

Historically, whenever I’ve introduced a robust knowledge base, the business has seen increased CSAT scores and a rise in NPS.

Enhances Employee Productivity

Knowledge base articles don’t just help customers — they make life easier for employees, too.

At a company I worked with in 2022, our sales team used articles like “Understanding Subscription Tiers” 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.

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.

In other words, your knowledge base ends up serving your customers and becoming a training resource for your team. Research has found that your average worker spends about 30% of their workday searching for information. So, this not only helps drive efficiency but reduces the potential for lower morale.

Standardizes Information

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.

In contrast, when everyone delivers the same message, customers feel more confident in your brand.

Supports 24/7 Availability

In a global and digital market, customers don’t 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.

There’s also a growing demand for self-service that complements this. A 2024 study found that 67% of customers prefer using some form of self-service over talking to a live agent.

In my view, a well-crafted knowledge base article is a strategic asset for streamlining support operations.

Boosts SEO and Organic Traffic

One benefit I didn’t anticipate early on was the SEO power of knowledge base articles, as 52% of keywords people search for have informational intent.

By optimizing titles and content for long-tail keywords like “How to fix integration sync errors,” you can actually end up ranking in Google search results, thus driving more traffic to your website because of people finding your knowledge base –– and ultimately driving new leads. By creating content that addresses specific user inquiries, you can improve your search engine rankings and establish yourself as an industry authority.

The benefits are convincing, as they not only enhance customer satisfaction and operational efficiency but also contribute to long-term business growth through improved SEO and reduced support costs.

For more ideas, check out this HubSpot article on knowledge base examples.

How to Create Knowledge Base Articles

Creating effective knowledge base articles is a process I’ve honed over years of trial and error. You really need to focus on solving problems efficiently.

Below, I’ve detailed a nine-step approach, complete with tools and tips from my experience. This method ensures your articles are clear, actionable, and results-oriented.

Step 1: Identify common customer queries.

You can’t solve problems you don’t understand, so I start by digging into support ticket data to find recurring issues and general common questions.

Try to pinpoint as many frequent topics as you can and then mentally bundle them into categories — topics like “How do I update my account information?” and “Why did my payment fail?” Then, create a diagram chart mapping out the categories and the associated topics.

Pro tip: Use tools like HubSpot’s Service Analytics to spot trends. You can also run keyword searches in your ticketing system for phrases like “how do I” or “error.” If available to you, don’t stop at just tickets –– survey customers or use AI tools like Gong.io to analyze call transcripts for unlogged pain points.

Step 2: Define a clear structure.

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’ll have to come back and make changes that might take time to overhaul.

My go-to format includes:

• A keyword-rich titles (e.g., “Why was my order canceled?”).
• A short intro (2-3 sentences on what the article covers).
• Numbered steps or sections with clear headings.
• Visual aids like screenshots or videos.
• A brief conclusion or next steps.

Pro tip: 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.

Step 3: Write for your audience.

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.

A Statista study shows that 60 to 65% of website traffic comes from mobile devices, suggesting people are more likely to access knowledge base articles on mobile.

Source

Pro tip: Use tools like Hemingway App 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 –– don’t assume prior knowledge.

Step 4: Incorporate visuals.

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.

Research shows that 36% of people have struggled to process information without visuals since elementary school –– 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.

Pro tip: Use tools like TechSmith Capture or Loom for screenshots and videos — and remember to optimize your content for mobile and add alt text for accessibility and SEO.

Step 5: Optimize for SEO.

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.

HubSpot’s Knowledge Base Software has AI-driven keyword suggestions, which are very powerful for boosting search rankings.

Pro tip: Research your competitors with Ahrefs or Semrush to find high-volume, low-competition terms. Write your meta descriptions between 150 to 160 characters, summarizing the article and including your keyword.

Step 6: Categorize and tag.

A well-organized knowledge base is important for both customers and employees. I group content into clear categories like “Getting Started,” “Billing,” or “Troubleshooting,” and use tags like “login error” or “refund request” to make searching easy.

Keep your categories and tags straightforward. This helps everyone find answers quickly, reducing customer frustration and agent handling time.

Pro tip: I’ve always found that a simple navigation menu with 3 to 6 core categories is a good starting point. Too many options can overwhelm users, while too few can make finding specific information harder.

Step 7: Review and update regularly.

Outdated content loses trust. It’s important to manage your knowledge base and optimize your content for accuracy, freshness, or even new media formats depending on what you’re seeing in the visitor traffic data. I personally review knowledge base data weekly and make small adjustments as needed. For larger overhauls, I’ll take notes and go back to step 2 if required.

Source

Pro tip: Try applying the Pareto principle, 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 –– this typically addresses 80% of user issues.

Step 8: Gather feedback.

While you can see a lot in the data, sometimes it’s 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.

One way to do this directly in the knowledge base article is by using those little “Was this helpful?” 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.

Pro tip: Add a free-form comment field alongside the “Was this helpful?” buttons so you can capture specific improvement suggestions. This makes the binary feedback a bit more actionable.

Step 9: Leverage AI tools.

AI can really help speed up this entire process without completely sacrificing quality. Don’t 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.

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.

Source

Pro tip: Use AI to suggest related articles or keywords to enhance user navigation and SEO, but always edit AI output for accuracy and brand voice –– don’t just publish “copypasta.”

This approach consistently transforms overwhelming support backlogs into efficient self-service resources that delight customers and reduce operational cost.

Examples of Knowledge Base Articles

Let’s look at a few examples of knowledge bases that implement these principles. Knowledge bases come in many forms, but the best ones have common characteristics that make them useful.

Greenhouse Support Center

My alma mater Greenhouse Software 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.

This recognizes that different users have different preferences for finding information –– some want to search directly, while others like to browse categories.

Source

I think this homepage's effectiveness lies in its clean and minimal design, which puts the most used information front and center. The “Most popular subjects” section has visual thumbnails with straightforward article titles, so users can find what they are looking for easily.

This follows the 80/20 rule I mentioned earlier — tackling the 20% subjects that solve 80% of user problems directly on the homepage.

Looking at a specific knowledge base article, this jobs manual from Greenhouse shows how to organize step-by-step instructions efficiently. The article breaks down what could be a complex process into manageable parts with easy navigation, highlighted notes,and visual elements that enhance the written instructions.

Source

I really like how this article uses green info boxes to highlight important exceptions or edge cases. And the table that compares different job creation options allows users to see their choices.

These visual cues reduce the mental load on the user, making it easier for them to understand the choices and make a decision. In my experience, this kind of thoughtful formatting can reduce tickets and enhance customer experience.

When you’re building your knowledge base, these are some elements I think you should consider:

• Clear organization.
• Visual support.
• Minimalist design.
• Highlighting the most common user paths.

Remember, the best knowledge base articles are discoverable, clear, and solution-focused.

Slack Help Center

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, “Hi. How can we help?” and gives you a number of ways to get information.

There’s a big search bar, quick links to popular topics, and categories that are easy to see. It’s great that they incorporate different learning styles.

Source

I like that the layout is simple but still very useful, and the common questions and categories are easy to see right away. It’s clear that when designing this, Slack wanted to make it easier for people to quickly find and solve their own problems.

Diving into one of their knowledge base articles, I took a look at their piece on “Managing your organization’s connections.” First thing that I tested was whether it appeared in search engine results. We talked earlier about the importance of optimizing for SEO, and it looks like Slack took this into consideration.

As you can see, the knowledge base article appears at the top of the SERPS, even recognized by the native Google Gemini search labs AI overview. This means customers don’t even need to visit your knowledge base directly to find their answers — they’ll be led there by the search engine, thanks to your knowledge base articles focusing on primary and keyword structure.

What I like most about this knowledge base article is that it tells you what to expect right away. It also lets users know which roles can use the tool, so they don’t waste time if they don’t have the right permissions.

The process doesn’t feel too difficult as each step is short, clear, and shown visually. I also like the quick feedback buttons at the end. As I mentioned earlier, that’s a smart way to get feedback from real users to improve the material.

The way Slack does things is a great example for anyone who wants to build or improve a knowledge base. Some great takeaways to remember are:

• Use friendly language.
• Organize visuals clearly.
• Keep things simple and step-by-step.
• Include a feedback loop that keeps content changing.

Answers should be simple to find, simple to understand, and simple to improve over time.

HubSpot Knowledge Base

Okay, I know I’m writing this for HubSpot –– so of course I have to plug the HubSpot Knowledge Base. But honestly, even if I wasn’t, it would still make the list (I promise they didn’t make me say that). Here’s why.

Right from the homepage, it’s clear HubSpot wants to make things easy. Much like Slack’s, there’s a prominent search bar, quick links to popular topics, and organized categories covering everything from marketing and sales to CRM setup and beyond.

Plus, there’s a little chat widget in the bottom-right corner, which I love. I like these widgets because they’re like a safety net — they’re great to use when you’re convinced you’ve looked everywhere but still can’t find what you need.

What stands out to me most is how HubSpot balances practical guidance with education. It’s not just a bunch of questions and answers, their knowledge base is packed with actionable marketing, sales, and service strategies. It feels less like a support resource and more like a learning hub that happens to solve your problems along the way.

One article I keep coming back to is the guide on setting up automation workflows. 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.

What I really like about this article is that it doesn’t just tell you how to build a workflow –– it explains why certain steps matter. It’s part tutorial, and part strategy guide, which makes it more useful than a basic troubleshooting page. You walk away knowing not only how to set things up, but how to make them work better for your business.

The biggest takeaways for me are:

• Clear structure.
• A balance of technical and strategic guidance.
• Scannable formatting.
• A focus on empowering the user –– not just fixing the problem.

A truly great knowledge base article helps people get smarter.

Knowledge Base Article Templates

I’ve 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.

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’s free knowledge base articles template, too.)

Here are two templates you can apply today.

Template 1: How-To & Educational Articles

Title: [What the user will learn to do/understand]

Intro: [One or two sentences. What’s the goal?]

Section 1: [First Step or Concept]

If it’s steps:

1. Do this first.
2. Then do this.
3. And so on…

[Screenshots]

[What should they see after the steps?]

[Screenshots]

[Possible problem? How to fix it?]

If it’s explaining something:

• Explain it simply.
• Use short sentences.
• Use bullet points.

Section 2: [Next Steps or Concept] (Repeat the format above)

…(More sections if needed)...

Related Articles:

• [Link 1]
• [Link 2]
• [Link 3]

Still Need Help? (How to contact support)

Was This Helpful? Yes / No (Optional comment box)

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.

Template 2: Troubleshooting Articles

Title: [Problem the user is having]

What’s Happening? [One or two sentences describing the problem]

Possible Causes:

• [Cause 1]
• [Cause 2]
• [Cause 3] (Add more if needed)

How to Fix It:

Solution 1:

1. Try this first.
2. Then try this.

[Screenshots]

What Should Happen? [Short description of expected behavior]

[Screenshots]

If that didn’t work do this:

1. Try this.
2. Then try this.

Still Not Working? [Link to submit ticket]

Related Articles:

• Link 1
• Link 2
• Link 3

Was This Helpful? Yes / No (Optional comment box)

Your Knowledge Base, Your Success

Knowledge base articles are for building a resource that empowers your customers and frees up your team. As you work on your own knowledge base articles, don’t be afraid to experiment. Try different formats, gather feedback relentlessly, and keep iterating.

And one last tip: start small. Focus on the top 20% of questions and issues, and build from there. The most important thing is to start, keep learning, and always put your customers first.

Editor's note: This post was originally published in February 2019 and has been updated for comprehensiveness.

HubSpot's Knowledge Base Software

Enable customers to get answers quickly with a searchable knowledge base built from common support questions.

• Create self-serve help articles that are optimized for search
• Make it easy to browse knowledge base articles by topic
• Improve knowledge base content and fill gaps with insights
• And more!

Learn More