How to Build a Knowledge Base Customers Actually Use: 8 Lessons from 10 Rewrites

Creating a knowledge base can be daunting, especially when starting from scratch. It's easy to feel overwhelmed with potential topics and struggle to find the right structure. But, by following these eight lessons learned from a seasoned knowledge base builder, you can avoid the pitfalls of endless rewrites and build a valuable resource your customers will love.

Start with Common Questions: Your "Search" Starting Point

The key to a successful knowledge base lies in anticipating customer needs and providing answers to their most common questions. Instead of focusing on broad topics, begin by identifying the questions your customers frequently ask. This will help you prioritize content creation and ensure you cover the most important information first.

• Review your canned replies in your help desk software – they often contain answers to frequently asked questions.
• Look for common themes in customer emails and support tickets.
• Consider the various stages of the customer journey and the questions customers may have at each point.

Turn Canned Replies into Knowledge Base Articles

One of the quickest ways to populate your knowledge base is to repurpose your canned replies. These often provide concise and helpful information that can easily be transformed into knowledge base articles. Simply expand on the content, add visuals and step-by-step instructions, and present the information in a more comprehensive format.

• Canned replies address specific questions, while knowledge base articles delve deeper into the topic, providing detailed explanations and guidance.
• Transforming canned replies into articles empowers customers to self-serve and reduces the workload on your support team.

Actionable Titles: Make "Search" Easy and Intuitive

Your knowledge base titles are crucial for guiding customers to the right information. Craft them to be clear, concise, and directly related to the content. Employ a consistent format, such as a verb followed by the subject matter, to maintain consistency and readability.

• Think about how customers might search for information and use those terms in your titles.
• Keep titles short and to the point, avoiding jargon and technical terms that might confuse customers.

Optimize for Easy "Search" and Scannability

Once you have a solid foundation of articles, it's time to focus on formatting and presentation. Make your knowledge base easy to read and navigate by incorporating these best practices.

• Use bullet points, numbers, and subheadings to break up text and highlight key points.
• Include visuals like images, graphs, and videos to enhance understanding.
• Use bold, italics, and underlines to emphasize important information.
• Provide summaries or wrap-ups to reinforce key takeaways.

Images: A Visual Aid for "Search" Success

Images are crucial for making complex information more accessible and engaging. Employ screenshots to illustrate processes, highlight specific features, and guide customers through steps. Don't strive for perfection – even simple, unpolished images are better than none at all.

• Screenshots offer a quick and easy way to provide visual context and instructions.
• Adding arrows or highlighting key elements can further clarify steps and features.
• Prioritize clarity over aesthetic beauty – the goal is to provide effective visual guidance.

Strategic Use of Videos: Enhance, Don't Replace "Search" Content

Videos can add value to your knowledge base, but they shouldn't replace well-written articles. Use them strategically to provide overviews, quick tutorials, or supplementary information. Remember that not all customers prefer videos, so always offer written content as an alternative.

• Videos can be effective for providing visual demonstrations or presenting information in a more engaging way.
• Always provide a written alternative to cater to users who prefer to read or have limited bandwidth.
• Avoid auto-play – let users decide if they want to watch the video.

Related Articles: Guide the "Search" Journey

Related articles are a powerful tool for guiding customers through the knowledge base and offering additional information. Use them to address different customer perspectives, stages of the journey, and related topics.

• Consider the various paths a customer might take through the knowledge base and provide relevant articles for each.
• Offer articles that address different levels of expertise, from beginners to advanced users.
• Think about how customers might transition between topics and provide seamless navigation.

Organize by Customer Experience: Making "Search" Intuitive

Structure your knowledge base around the customer experience, guiding users from the initial onboarding stage to more advanced topics. This will ensure that new users can easily find basic information, while experienced users can access advanced content with ease.

• Start with basic information that new users are likely to need.
• Progress to more complex topics as users become more familiar with your product or service.
• Consider the various stages of the customer journey and create categories that address each stage.

Track Failed Searches: Refine and Improve "Search"

A good knowledge base software will provide insights into failed searches – searches that didn't yield relevant results. These insights offer valuable feedback on what customers are looking for but can't find. Use this information to refine your content, improve organization, and add new articles to address customer needs.

• Analyze failed search queries to identify common themes and gaps in your knowledge base.
• Create new articles to address frequently searched-for topics.
• Review existing articles and adjust titles or content to better match customer search terms.

Rinse and Repeat: A Continuous "Search" Optimization

Building a successful knowledge base is an ongoing process. Regularly review your content, analyze search data, and make adjustments as needed. This iterative approach will ensure your knowledge base remains relevant, helpful, and meets the evolving needs of your customers.

• Use the eight lessons as a guiding framework for content creation and optimization.
• Review your knowledge base regularly and make updates based on customer feedback and search data.
• Prioritize continuous improvement to ensure your knowledge base remains a valuable resource for your customers.