When your business reaches a point where customers expect instant answers and seamless support, a knowledge base becomes essential. But today, it’s more than just a place for FAQs — teams need integrated, flexible solutions that scale as they grow.

HubSpot’s knowledge base software — part of its Service Hub offering — is a popular choice for companies looking to deliver clear, reliable answers while reducing support volume. In this article, we’ll explore how businesses use HubSpot’s knowledge base software to streamline support — and introduce a no-code alternative that lets you build a knowledge base on top of HubSpot data with greater flexibility.

Why do people pick HubSpot for a knowledge base?

HubSpot’s knowledge base stands out for businesses already using HubSpot and its ecosystem of tools. Here’s why:

1. Seamless integration with HubSpot tools: HubSpot’s knowledge base is part of Service Hub Pro, integrating with CRM, live chat, ticketing, and feedback tools and ensuring all customer interactions live in one place.
2. AI-powered article creation and updates: New features like Breeze AI help identify content gaps and suggest or create articles based on support interactions.
3. Support deflection and cost savings: A centralized, searchable knowledge base reduces repetitive tickets and frees up support teams for complex requests.
4. Better customer experience: A structured, easy-to-navigate help center or client knowledge base allows users to find answers instantly, improving satisfaction and reducing churn.
5. Built-in analytics: HubSpot offers reporting on search terms, article performance, and feedback — helping teams continuously refine content.

Real-world examples of companies using HubSpot knowledge base

Each of these companies has used HubSpot’s knowledge base to provide a consistent support experience. Check them out for inspiration!

1. HubSpot

All-in-one customer support powerhouse

HubSpot uses its knowledge base to provide a seamless self-service experience for its extensive customer base. The HubSpot knowledge base benefits from deep CRM integration, making it easy to pull in customer data and personalize the support experience.

Key features:

• Powerful search with keyword matching and filters
• Clear topic categorization for intuitive navigation
• Detailed, visual-rich articles for step-by-step guidance
• AI-powered chat for quick, context-aware support
• Real-time analytics to track content performance and optimize for search

2. Take Note

Efficient support for transcription services

Take Note, a UK-based transcription service, used HubSpot’s knowledge base to deliver high-quality support while maintaining strict data security standards. By centralizing its support resources, Take Note provided clients with quick, self-service access to transcription guidelines, account setup tips, and best practices for high-quality audio. This approach reduced ticket volume and provided a more consistent customer experience.

Key features:

• Client-specific support resources and best practices
• Easy-to-navigate content structure for quick answers
• Integrated CRM for personalized support and communication
• Ongoing content updates to reflect changing customer needs

3. MMLJ

Customer support for industrial equipment

MMLJ, a leader in industrial blasting equipment, used HubSpot’s knowledge base to streamline customer support and improve product education. Their knowledge base provided quick, self-service access to technical manuals, maintenance guides, and troubleshooting resources, helping customers keep their equipment running smoothly.

Key features:

• Comprehensive technical documentation for industrial equipment
• Searchable product manuals and maintenance guides
• Integrated support ticketing for complex issues
• Real-time insights into customer behavior and common support challenges

4. Youth on Course

Simplifying member support

Youth on Course, a nonprofit providing affordable golf access to young players, used HubSpot’s knowledge base to reduce support volume and streamline member communication. With a focus on quick answers and efficient self-service, their knowledge base helped members find what they needed without waiting for support.

Key features:

• Member-focused content categories for targeted support
• Searchable, structured articles for fast answers
• Automated ticket deflection to reduce inbound support
• Integration with HubSpot’s CRM for seamless member management
• Easy-to-update content for evolving member needs

5. Kuntze Instruments

Technical support for complex products

Kuntze Instruments, a manufacturer of water analysis instrumentation, relied on HubSpot’s knowledge base to provide technical support and product information. This setup helped their customers troubleshoot issues independently, reducing the need for direct support interactions.

Key features:

• Product-specific documentation for precise troubleshooting
• Searchable support articles for technical guidance
• Integration with HubSpot’s Service Hub for comprehensive support
• Analytics to identify common support challenges

6. Clearbit

Data-driven support for technical teams

Clearbit, known for its data enrichment tools, used HubSpot’s knowledge base to offer straightforward support resources for developers and data teams. This included setup guides, API documentation, and best practices to help users make the most of their data tools.

Key features:

• API documentation and developer guides for technical users
• Categorized content for different use cases
• Fast, responsive search for technical content
• Integration with HubSpot CRM for personalized support

Following its acquisition by HubSpot in December 2023, Clearbit's capabilities have been fully integrated into HubSpot's platform under the new Breeze Intelligence banner. This integration enhances data enrichment and intent data functionalities, enabling businesses to automatically fill in missing fields for contacts and companies, track web activity to identify high-intent prospects, and personalize outreach efforts—streamlining support and improving the overall customer experience.

Best practices for building and optimizing your HubSpot knowledge base

Creating a successful knowledge base in HubSpot goes beyond just writing articles. It starts with a strong foundation: clear, searchable titles that match the way your customers naturally phrase their questions. These titles should be direct and focused, reflecting the most common search terms your users are likely to enter.

1. Create and customize your knowledge base articles

Once you have the basics down, structuring your content effectively is crucial

• Use clear, straightforward titles that reflect the most common search terms
• Add relevant tags and categories to improve searchability
• Include step-by-step instructions, visuals, and videos where appropriate
• Use formatting (like bullet points and subheadings) to break up dense content

2. Manage categories and subcategories

• Group related articles under clear, logical categories
• Use subcategories to further refine content organization
• Regularly review and adjust your structure as your knowledge base grows

3. Analyze performance and optimize content

Finally, don’t overlook the importance of ongoing optimization.

• Use HubSpot’s built-in analytics to track article views, search terms, and feedback
• Identify high-traffic articles and optimize them for better clarity and search ranking
• Monitor common search queries to spot content gaps and prioritize updates

For example, if you notice that a particular article has a high exit rate, it might need clearer language or more detailed instructions to fully address user needs.

In short, building a strong knowledge base is about more than just adding articles. It’s about creating a dynamic, well-organized resource that continuously evolves based on real-world feedback.

Softr: A flexible alternative to HubSpot’s Service Hub

While HubSpot is a solid choice for businesses already using its CRM and other tools, some teams who need a knowledge base might want more control over the design, functionality, or cost.

That’s where Softr comes in — it’s a no-code platform that lets you build a fully custom knowledge base on top of your HubSpot data with greater flexibility and at a lower cost than working with developers or buying multiple Service Pro seats.

Whether you’re creating a standalone help center or embedding a knowledge base into a broader client portal, Softr gives you the freedom to design and scale your support experience your way.

Why use Softr to build your HubSpot-powered knowledge base?

• Real-time data sync with HubSpot: Pull in and update HubSpot data directly, no API coding needed — Softr supports two-way sync with HubSpot and other tools like Airtable, Notion, and Google Sheets.
• Custom branding and layout: Control the design and structure of your knowledge base to match your brand and organize content how you want.
• Granular permissions: Set role-based access so different users see only what’s relevant to them — ideal for internal teams, clients, or partners.
• Public or private access: Publish your knowledge base on a custom domain for public access, or gate it behind a login to restrict access to specific users or clients.
• Launch quickly, no dev help needed: Use pre-built templates and a drag-and-drop builder to get started fast, even if you don’t have technical resources.
• Available as a Progressive Web App: Make your knowledge base accessible on any device with just a few clicks.

📘 Example: See how Torigen built a HubSpot-powered portal using Softr to eliminate manual processes and deliver a smoother customer experience.

Softr pricing

Softr’s pricing is designed to support growing teams.

• Free for up to 10 users

HubSpot integration is included at the Business tier at $269/month (paid yearly) —along with advanced features like e-signature, conditional forms, charts, API calls, PWA, and full branding control. You also get 24/7 support and a personalized onboarding call.

No per-seat pricing. No mandatory onboarding fees. 👉 View full pricing

Choose the right knowledge base tool for your needs

If your team relies heavily on HubSpot and wants to manage support in one tightly integrated ecosystem, Service Hub is a natural fit — as seen by the HubSpot knowledge base examples above!

But if you’re looking for:

• More customization
• Lower costs
• The ability to combine HubSpot data with other sources
• Or to embed your knowledge base inside a client-facing portal

… then Softr is a powerful, no-code alternative worth considering.

With Softr, you can build full knowledge bases, internal tools, client dashboards, and portals on top of the data you already use, with no dev work required.

Explore Softr’s Knowledge Base template and see how you can transform your HubSpot data into a fully branded, connected knowledge base that fits your workflow!