Building empathy-driven help articles: A structured approach

Unbeknownst to most, the knowledge part is only half of every knowledge base. The other half involves a lot of empathy—yes, even if we’re talking about a SaaS brand. In the world of documentation, the difference between a good help article and a great one often comes down to empathy. Empathy-driven help articles don’t just solve problems—they connect with users on a human level.

They anticipate frustrations, address concerns, and guide users with clarity and compassion. Whether you’re writing for a technical audience or a general one, the principles of empathy-driven writing remain the same. This article outlines a structured approach to creating help articles that truly resonate with your readers.

Why empathy matters in help articles

Empathy is the ability to understand and share the feelings of others. In the context of help articles, empathy means putting yourself in the user’s shoes and crafting content that speaks to their needs, emotions, and challenges.

When users seek help, they’re often frustrated, confused, or even stressed. A well-written, empathetic article can turn a negative experience into a positive one by providing clear, actionable solutions while making the user feel supported.

Empathy-driven articles also build trust. When users feel understood, they’re more likely to trust the support you provide and return to your documentation in the future. This is especially important in customer support, software documentation, and knowledge management, where user satisfaction is closely tied to the quality of the help resources.

Full guide to adding empathy to your knowledge base articles

Creating empathy-driven help articles doesn’t have to be a guessing game. By following a structured approach, you can ensure that your content is both effective and empathetic. Here’s how:

1. Understand the problem from the user’s perspective

Before you start writing, take the time to fully understand the problem your users are facing. This goes beyond the technical details—it’s about understanding the emotional and practical impact of the issue.

For example, if a user is struggling to set up a new software tool, they might feel overwhelmed or anxious about missing a step. Your article should acknowledge these feelings and provide reassurance. To gain this understanding, consider:

• User research: Conduct surveys, interviews, or usability tests to gather insights into user pain points.
• Support tickets: Analyze common questions and complaints from your support team to identify recurring issues.
• Feedback: Pay attention to user feedback on your existing documentation to see where improvements are needed.

2. Use clear and inclusive language

The language you use in your help articles plays a crucial role in creating an empathetic tone. Avoid jargon, technical terms, or overly complex sentences that might alienate users.

Instead, opt for simple, straightforward language that anyone can understand. Here are some tips for using clear and inclusive language:

• Avoid assumptions: Don’t assume users have prior knowledge of the topic. Explain concepts in a way that’s accessible to beginners.
• Be positive: Use positive language to encourage users and make them feel capable. For example, instead of saying, “Don’t click that button,” say, “Click this button to proceed safely.”
• Address emotions: Acknowledge the user’s feelings. Phrases like “We understand this can be frustrating” or “You’re not alone—many users face this issue” can go a long way in building rapport.

3. Structure your content for clarity

A well-structured article is easier to follow and less overwhelming for users. Break your content into logical sections and use headings to guide readers through the information.

This not only improves readability but also helps users quickly find the information they need. Here’s a suggested structure for empathy-driven help articles:

1. Introduction: Briefly describe the problem and reassure the user that a solution is available.
2. Step-by-step instructions: Provide clear, actionable steps to solve the problem. Use numbered lists or short paragraphs to make the process easy to follow.
3. Troubleshooting tips: Anticipate potential roadblocks and offer solutions for common issues.
4. Conclusion: Summarize the solution and provide additional resources or support options.

4. Anticipate and address common questions

Empathy-driven writing involves thinking ahead. What questions might users have after reading your article? What additional information might they need? If you anticipate these questions and address them proactively, you can reduce user frustration and prevent follow-up support requests.

For example, if you’re writing an article about resetting a password, you might include a section like, “What to Do If You Don’t Receive the Reset Email.” This shows users that you’ve thought through their experience and are prepared to help them at every step.

5. Use visuals to enhance understanding

Visual elements like screenshots, diagrams, and videos can make your help articles more engaging and easier to follow. They also help users feel more confident in their ability to complete the task.

For example, a screenshot with annotations can show users exactly where to click or what to look for, reducing the risk of errors. When using visuals, keep the following in mind:

• Keep it simple: Avoid cluttering visuals with too much information. Focus on the key elements that users need to see.
• Add alt text: Ensure your visuals are accessible to all users, including those using screen readers.
• Use consistent formatting: Maintain a consistent style for visuals to create a cohesive look and feel.

6. Test and iterate

Empathy-driven writing is an ongoing process. Once your article is published, gather feedback from users and monitor how well it performs.

Are users able to solve their problems using your article? Are there any recurring questions or issues that suggest a gap in your documentation?

Use this feedback to refine and improve your articles over time. Regular updates ensure that your content remains relevant and continues to meet user needs.

How the pros do it: Best examples of empathy-driven help articles

If you’re short on inspiration, don’t worry—there are many successful examples we can use for inspiration. Here are three I’m particularly fond of:

Slack’s help center

Slack’s documentation is known for its friendly, conversational tone and clear instructions. Articles often start with a reassuring statement like, “We’re here to help,” and include visuals that guide users through each step.

Google’s support pages

Google’s help articles are structured to address both technical and emotional needs. For example, an article about recovering a hacked account includes troubleshooting tips and reassurances like, “get back into your account and make it more secure.”

Zendesk’s knowledge base

Zendesk’s documentation uses inclusive language and anticipates user questions with sections like "What to Do Next" and "Common Issues."

Conclusion

Building empathy-driven help articles is about more than just providing information—it’s about creating a positive, supportive experience for your users.

Remember, empathy is not a one-time effort. It requires ongoing attention to user feedback and a commitment to continuous improvement. If you follow the guide I outlined in this article, you’ll be well on your way to crafting help articles that not only solve problems but also build trust and loyalty with your users.