Start with customer language, not internal jargon
Your customers don't use the same words you do. They search for "change my password" not "credential rotation." They ask about "shipping times" not "fulfillment SLAs."
How to find customer language:
Review your recent support tickets — note the exact words customers use
Check your search analytics — what terms return no results?
Ask your support team — they hear customer vocabulary daily
Example:
Internal term | Customer term |
Authentication credentials | Password / login details |
Subscription lifecycle | Cancel / pause / upgrade my plan |
Fulfillment status | Where's my order / shipping update |
Payment instrument | Credit card / billing info |
Use customer terms in your article titles and opening sentences. You can introduce official terminology later if needed for clarity.
Structure articles for scanning, not reading
Most customers scan for their answer — they don't read word by word. Structure your articles to support this behavior.
Effective article structure:
Title — State the task or question clearly (e.g., "How to reset your password")
One-sentence summary — Answer the question immediately if possible
Step-by-step instructions — Numbered steps for processes
Screenshots or examples — Visual confirmation they're in the right place
Troubleshooting — Common issues and solutions
Related articles — Links to next logical questions
Example opening:
How to reset your password
You can reset your password from the login page by clicking "Forgot password" and following the email link. Here's the full process:
The customer knows immediately whether this article will help them.
Write clear, numbered steps
For any process, use numbered steps. Each step should be one action.
Good steps:
Go to Settings in the top-right menu
Click Account
Select Change password
Enter your current password
Enter your new password twice
Click Save changes
Bad steps:
Navigate to Settings > Account > Change password and enter your current password followed by your new password twice, then save
Break complex processes into digestible actions. If a step requires explanation, add it below the step — not within it.
Use screenshots strategically
Screenshots help customers confirm they're in the right place. But too many screenshots create maintenance problems and clutter.
When to use screenshots:
The interface element is hard to find
The customer needs visual confirmation (e.g., "You should see this screen")
Multiple similar options could cause confusion
Screenshot best practices:
Highlight the relevant button or field with a box or arrow
Crop to show only what's necessary
Use consistent styling across all articles
Add alt text describing the action (e.g., "Settings menu with Account option highlighted")
When to skip screenshots:
The step is straightforward ("Click Save")
The interface changes frequently
Text description is clearer than an image
Answer the "why" questions
Customers often want to understand, not just do. Brief explanations build confidence and reduce follow-up questions.
Example:
Why do I need to verify my email?
Email verification confirms you own the email address and allows us to send password reset links and important account notifications. Without verification, you won't be able to recover your account if you forget your password.
Keep explanations short — one or two sentences. Link to more detailed articles if the topic requires depth.
Include troubleshooting sections
Anticipate what can go wrong and address it in the same article. This prevents customers from submitting tickets when they hit an obstacle.
Example troubleshooting section:
Having trouble?
I didn't receive the reset email Check your spam folder. If it's not there, make sure you're using the email address associated with your account. Still nothing? Contact support and we'll help you recover access.
The reset link says it's expired Password reset links expire after 24 hours. Request a new link from the login page.
I can't remember my email address If you have an active subscription, check your payment method's transaction history for the email we sent receipts to.
Optimize for search
Customers find articles through search — both your help center's search and external search engines.
Title optimization:
Start with "How to..." for task-based articles
Include the key action word customers search for
Keep titles under 60 characters
Good titles:
How to reset your password
Cancel or pause your subscription
Track your order status
Bad titles:
Password management
Subscription options
Order information
Body optimization:
Use the main keyword in the first paragraph
Include common variations (e.g., "reset password," "forgot password," "change password")
Use headers with clear, searchable phrases
Keep articles focused on one topic
Each article should answer one question completely. If you find yourself covering multiple distinct topics, split into separate articles and link between them.
One topic per article:
How to reset your password ✓
How to change your email address ✓
How to enable two-factor authentication ✓
Too broad:
Account settings and security (covers too many topics) ✗
Focused articles rank better in search, are easier to maintain, and help AI agents (like Fin) find precise answers.
Write for AI agents too
If you use an AI support agent (like Intercom Fin), your articles are its knowledge source. Clear, well-structured content helps AI give accurate answers.
AI-friendly writing:
State facts directly (AI extracts these for answers)
Avoid ambiguous language ("sometimes," "it depends" without explanation)
Include specific details (prices, limits, timeframes)
Use consistent terminology throughout your help center
Example — AI-friendly:
Free plans include up to 3 team members. To add more team members, upgrade to a Team plan ($29/month) or Business plan ($79/month).
Example — AI-unfriendly:
Depending on your plan, you might be able to add more people. Check your settings for details.
The first example gives Fin everything it needs to answer "How many team members can I have?" The second leaves it guessing.
Maintain your articles
Outdated articles are worse than no articles. They create support tickets from confused customers and erode trust.
Maintenance schedule:
Weekly: Review new ticket patterns — do any indicate missing or unclear content?
Monthly: Check top-viewed articles for accuracy
Quarterly: Audit all articles against current product features
After any product change: Update affected articles before or alongside the release
Signs an article needs updating:
Tickets reference information that contradicts the article
Screenshots don't match current interface
Features mentioned no longer exist or work differently
AI agent gives wrong answers based on the article
Article template
Use this template as a starting point:
# [How to / What is / Why does] [clear description of topic] [One-sentence answer or summary] --- ## [Main process or explanation] [Introductory context if needed — keep brief] 1. [First step] 2. [Second step] 3. [Third step] [Screenshot if helpful] --- ## [Secondary section if needed] [Additional details, options, or related information] --- ## Troubleshooting **[Common problem 1]** [Solution] **[Common problem 2]** [Solution] --- ## Related articles - [Link to related article 1] - [Link to related article 2
Quick checklist
Before publishing, verify:
[ ] Title uses customer language and is searchable
[ ] First sentence answers the question or states the purpose
[ ] Steps are numbered and each contains one action
[ ] Screenshots highlight the relevant element
[ ] Troubleshooting covers common issues
[ ] No jargon without explanation
[ ] Article focuses on one topic
[ ] Information is current and accurate
Need help building your knowledge base?
Creating effective help center content takes time and expertise. If you're looking to reduce support tickets through better self-service content and AI-powered automation, book a free consultation to discuss your knowledge base strategy.
