A well-written help article can deflect a support ticket before it even gets created. A poorly written one sends the customer straight to your inbox anyway. Here's what separates the two.
Write a title that matches how customers search
Customers search using questions, not feature names. Write titles like a customer would type them:
- ✅ "How do I change my shipping address?"
- ❌ "Address modification in order management"
Question-format titles also perform better in your portal's search.
Get to the answer fast
Don't bury the answer. Open with the most important information, then add context or steps below. Customers scanning for a quick answer shouldn't have to read three paragraphs before finding it.
Use numbered steps for processes
If an article is about doing something, use a numbered list. Steps are easier to follow than paragraphs, and customers can track their progress.
Use headings to break up long articles
If an article covers more than one thing, add H2 or H3 headings to separate sections. Customers scan before they read — headings help them jump to the part they need.
Keep it short, but complete
A good article covers one topic well. If you're writing about two different things, consider splitting into two articles. If an article is too short to be useful on its own, it may be better as a section within a larger article.
Include screenshots or visuals when helpful
For anything that involves a UI — settings, forms, buttons — a screenshot saves a lot of words and reduces confusion. Annotate screenshots to point out exactly what to click.
Write in plain language
Avoid jargon, internal terminology, and complex sentences. Write as if you're explaining to a customer who has never used your product before.
Keep articles up to date
Outdated articles are worse than no article — they send customers in the wrong direction and create more work for your team. Review your articles whenever the product changes, and check your most-viewed articles quarterly.
Review your deflection data
Check which articles customers read before starting a chat or submitting a ticket. If they're still reaching out after reading, the article probably needs to be clearer, more complete, or better organized.