How to create a self-service knowledge base for customers

A self-service knowledge base is an online library that provides comprehensive information about a product or service. Embedded within a company’s website, it acts as a one-stop service portal where customers can seek guidance and find answers without contacting support. Knowledge bases share relevant information in a variety of formats, from frequently asked questions (FAQs) to step-by-step how-to guides, educational videos, troubleshooting tips, and more, all accessible in one centralized location. Many businesses integrate their self-service knowledge bases into online communities, where customers can share insights, ask questions, and collaborate on solutions — enhancing both engagement and efficiency.

A self-service knowledge base streamlines information access and reduces friction in support interactions, benefiting both businesses and customers. When implemented effectively, self-service knowledge bases can:

• Reduce support costs: Helping customers help themselves isn’t just good customer service, it’s cheaper than hiring service agents to troubleshoot simple issues. By enabling customers to resolve their own issues, businesses can reduce call volumes, minimize ticket escalations, and free up agents to focus on high-value interactions. For example, by expanding its customer knowledge base, the data management company NetApp saw a 20% reduction in cost-per-answer.

• Improve customer satisfaction: Empowered customers are happy customers. By quickly connecting customers to the answers to pressing questions, self-service knowledge bases not only inspire confidence but also boost brand loyalty. This is especially true for Gen Z or other young customers, who value brands that reliably provide quick and easy access to information they need.

• Enhance efficiency: Customer service knowledge bases allow your support team to focus on complex issues rather than repetitive inquiries, improving overall efficiency. Your agents can stop answering the same basic "How do I reset my password?" questions and instead focus on resolving technical escalations or providing personalized support. They can spend less time manually searching for product documentation and finally dig into proactive customer engagement, such as identifying recurring pain points and collaborating with product teams to improve the user experience.

• Boost SEO and website traffic: A well-structured, keyword-rich knowledge base can help your website rank higher in search engines, driving organic traffic. In-depth, user-focused articles not only attract potential new customers but also keep them engaged, reducing bounce rates and encouraging longer visits.

• Support online communities: Integrating your knowledge base with an online community fosters collaboration and peer-to-peer problem-solving, creating a dynamic ecosystem where customers can help each other. Connecting customers with similar interests and challenges can strengthen online communities, strengthening commitment to your brand.

Whether you’re a startup seeking a competitive edge or an established enterprise aiming to strengthen customer relationships, leveraging a self-service knowledge base is a smart strategic move that promotes success and builds lasting loyalty.

Building a self-service knowledge base requires strategic planning and the right tools. Here’s how to get started:

Start by identifying your business goals and how your knowledge base will support them. Do you want to resolve customer support inquiries, enhance customer education, or drive engagement in your online community? Clearly defining the purpose and target audience ensures your knowledge base aligns with your business objectives.

Your knowledge base should answer the most common issues your customers already face. By utilizing any customer knowledge management data you may have, you can gain valuable insights from past and present support tickets, FAQs, and recurring customer inquiries. This data helps you identify the most relevant topics to address, such as troubleshooting, product how-tos, and account management.

Effectively leveraging this data allows your knowledge base to be tailored to your customers’ needs and ensures that knowledge management improves customer service by streamlining support and empowering users to find solutions quickly and independently. You can learn more about the use of knowledge management data by exploring our knowledge management use cases.

With a clear list of customer questions in hand, the next step is to organize your knowledge base in a way that makes information easy to find. While the ideal structure will vary based on your business size, industry, and offerings, following best practices ensures a seamless user experience.

Start by creating a logical hierarchy with broad categories and subcategories, especially if you offer multiple products or services. A well-structured layout should include:

• An intuitive category system – If you offer multiple products or services, group content by product line, then break it down into subcategories for specific features or troubleshooting topics.

• A powerful search function – Implement AI-driven search with predictive suggestions and filters to help users quickly locate answers.

• A dedicated knowledge base section – Ensure all self-service resources are centralized and easily accessible.

• Personalized content recommendations – Use AI to surface relevant articles based on user behavior and common queries.

For example, take a look at Adobe’s online knowledge base as part of their online community. Since they have a variety of different products, they have dedicated categories for each one within their community for easy navigation.

Once you’ve got a good idea on what your knowledge base will consist of, the next step is to find a platform to host it. The right self-service knowledge base software can make all the difference. Look for a platform with essential functionality such as intuitive categorization, robust search functionality, and in-depth analytics. With features like community analytics, content management, and seamless CRM integrations, Khoros Communities offers a powerful self-service solution that can enable your business to build dynamic, searchable knowledge bases while also increasing customer engagement.

“One of the most useful things about a community is that posts continue to live on. For example, a solution posted in 2021 will continue to benefit users with a similar question in 2023 and beyond.”

– Briuana Green, Community Moderator

Once your knowledge base is structured, the next step is to fill it with clear, helpful content that makes self-service easy for customers. The usefulness of your content is key. Concise, easy-to-understand content keeps readers engaged, so make paragraphs short and compelling. Compose step-by-step instructions for explaining complex processes and enhance text with visuals such as videos, charts, and infographics, where possible.

It’s also important to incorporate keywords naturally to enhance searchability, making it easier for customers to find relevant information. High-quality content not only improves the customer experience but also strengthens the effectiveness of your knowledge base as a self-service tool.

Online communities can be a valuable extension of your knowledge base, giving customers a space to share insights, ask questions, and find answers when they can’t locate information elsewhere. Connecting your knowledge base with an online community not only encourages peer-to-peer support, but can also help you put your ear to the ground for common customer issues, helping you identify areas for improvement. 

A great example of community integration is Zoom. During the pandemic, the tech company faced a spike in daily meeting participants — from 10 million at the end of 2019 to over 300 million by April 2020. Zoom needed a way to scale customer support and connect their growing user base quickly. As a solution, Zoom built an online self-service support forum to help customers seek information, find answers 24/7, and exchange knowledge with fellow Zoom users around the world. In less than two years, the Zoom community grew to over 10 million unique visitors, demonstrating the power of a well-integrated knowledge base and community platform.

A successful knowledge base is never static — it should evolve as you gather insights over time from customer interactions, feedback, and analytics. Regularly track key performance indicators (KPIs) such as article views, time spent on pages, and customer feedback ratings to assess effectiveness. AI-driven analytics can highlight underperforming content and identify knowledge gaps, helping you refine and expand resources based on real user needs. Additionally, monitoring customer support ticket deflection rates can reveal how well your knowledge base is reducing reliance on human agents, ensuring that customers can find the answers they need independently.

Continuous improvement is key to maintaining an effective self-service resource. Set a regular cadence for content audits, leveraging customer feedback and AI-driven insights to keep information accurate, up-to-date, and relevant. Encourage users to rate articles and provide suggestions for improvement, making them active participants in the optimization process. Additionally, using A/B testing to experiment with article structures, search algorithms, or multimedia content can help refine the user experience, ensuring your knowledge base remains a trusted, high-value resource.

Searching for a way to meet customers where they are while making sure your team can focus on what matters most? Self-service knowledge bases are a must. Customer service requests have surged dramatically in recent years, reflecting the rising expectations of digitally savvy consumers. It’s no wonder that 91% of companies recognize self-service tools such as customer knowledge bases as a relevant investment focus. These win-win tools empower customers to solve simple problems for themselves while your team tackles complex problems key to the future of your business.

Khoros Communitiesis more than just a community platform — it’s a powerful, scalable knowledge base that enables customers to find answers quickly while reducing support volume. With robust search capabilities, AI-driven insights, and seamless integrations, Khoros Communities helps businesses build intelligent self-service experiences. Request a demo today to see how Khoros can transform your customer support strategy.