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HDI Service & Support World
April 25-29, 2027
Caesars PalaceLas Vegas, NV
Your Knowledge Base Articles Need Better Titles

You’re exhausted. Your knowledge base has 23 bazillion articles in it, and at least 4 bazillion of them are hard to read, outdated or useless. You can’t imagine a world in which you’ll ever have the time or the people to help you clean up the KB.

Take heart. One small fix will immediately make your articles more findable and readable: write a better title. Even if you lack the bandwidth to improve the article itself, a better title can help users find the article and quickly decide whether it has the information they need. (In good conscience, I must mention that you should improve the article itself, but that's a topic for another day.)


No contest: The title is the most-read part of the KB article

The title is doing all the work. Before they read even one word of the article, users rely on the title to answer fundamental self-service questions:

  • Is this the information I’m looking for?
  • Will this article help me complete a task or fix a problem?
  • Is this article written in a way I can understand?
  • Does this article contain current, trustworthy info?


3 familiar types of bad KB article titles

Check your knowledge base. Does it include weak article titles like these?

1. The topic title that should be a task title

NC State University’s Campus IT Service Portal contains an article titled, “Mobility Print.” That’s a topic title; it names the topic of the article, but it doesn’t forecast the article content properly. The article includes links to instructions for configuring your device’s operating system to use Mobility Print. The article needs a task title, such as “How to Set Up Your Device for Mobility Print” or “Setting Up Your Device for Mobility Print.”

2. The “no one searches for that” title

The Campus IT Service Portal has an article titled, “Initial Password Change,” which explains the three parts to setting up your NC State account for the first time: two-factor authentication, security questions and a different password than the default. The article is well-written, though it does have a long introductory section before the instructions begin. But no one who has a question about why they need to change their password will ever search for the words, “Initial Password Change.” That’s what the technical support team calls it; not what users call it. The article needs a title that uses the same words humans use to search, something like “Changing Default Password” or “Password Change for Account Set-up.”

3. The content mismatch title

In a KB article titled “When do change approvals occur?,” the word “when” is doing a lot of work. “When” questions usually yield timeframe or condition answers. But the content of the change approvals article doesn’t match its title. Instead, the article explains who approves a change, how the change moves from authorized to scheduled and how normal and emergency changes differ. It doesn’t directly explain “when” change approvals occur. If the title’s going to be written in the form of a user question, it should be something like “How are normal and emergency changes approved?”


Six ways to write an effective title for a knowledge base article

Your knowledge base contains many types of articles, so you'll need several different ways to title articles. Here are six strong formats for writing article titles.

1. The How-To title. Task-based titles identify the action users want to complete; the KB article explains the steps to completing that task. How-to titles include a verb, either in command (imperative) form or gerund (-ing) form.

Examples of How-To titles:

2. The Symptom title. Symptom titles are great for users who are experiencing a problem, but don't know the cause. These titles use the language the user would type into a search engine — often the exact error message or a description of the failure. To write a dymptom title, name the symptom or the error code plus the context.

Examples of Symptom titles:

3. The Question title. Users love Question titles because these titles present users’ words verbatim or nearly so. This title is likely to be the same set of words the user put in the search field, which means that when the question-titled article shows up in search results, the user thinks, “Yes, that’s exactly what I was looking for!” And question titles benefit from the concrete questions words they include. “Why” questions always yield reason answers, “how” questions yield method answers and “where” questions yield location answers.

Examples of Question titles:

4. The Reference title. Use reference titles for KB articles that contain a body of knowledge or a source of truth, not a task or response to an error message. Reference titles work well for articles that provide facts, specification, or a directory of information. At all costs, though, avoid using a reference title on a how-to article. The best reference titles have two parts: the topic plus some context or clarification.

Examples of Reference titles:

5. The User Persona title. These titles mention the intended reader; they help specific groups of people find answers or resources. A user persona title is great when the advice for one group of people differs a lot from the advice for another group or when one group is acutely affected, but others are not.

Examples of User Persona titles:

6. The Internal Monologue title. If your review of users’ search terms shows that they use, “I can’t…” when they search, you may want to title your articles the same way. These “Why can’t I…” or “I can’t…” titles for KB articles help highly frustrated users because they see their emotional state reflected back to them in search results.

Examples of Internal Monologue titles:

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Related news

Bridging the Gap: 5 Tips for Cross-Functional Collaboration That Enables AI Transformation

Ask ten executives who owns AI at their company, and you’ll get ten different answers. IT says it’s not their call. Legal gets blamed for slowing everything down. HR figures it’s someone else’s department. Meanwhile, teams are buying tools nobody signed off on, duplicating work and hoping it all sorts itself out. Sound familiar?

Lisa Duerre spent the last year studying why that happens. As part of an applied research project for her leadership consulting collective, RLD Group, she studied where AI adoption breaks down inside organizations, and where it works. The findings from RLD Group’s research helped inform a collaboration on the CONVERSATIONS WORTH HAVING®: The Human Accelerator for Artificial Intelligence Quick Start Guide, which is available as a digital download.

Duerre views organizations through what she calls an I–WE–US leadership framework, defined like this:

  • I: individual judgment and accountability

  • WE: workflows and cross-functional coordination

  • US: governance, decision rights and organizational measures

“All three levels are contributing to the breakdown or the alignment, whether people realize it or not,” Duerre says. “AI is amplifying whatever’s already true in your system. The teams that were disconnected before AI showed up are more disconnected now. The ones that talked to each other are moving faster, together.”

If your company is ready to collaborate better with AI tools, Duerre shared the following tips. Take a look.

Form a cross-functional AI committee

Duerre’s background is in HR, and she says most HR leaders assume AI ownership belongs to IT. It doesn’t, at least not exclusively.

“Ownership needs to sit at the system level,” Duerre says. “Each function carries a piece of it, based on what they do, how well they understand that part of the business and how their work depends on everyone else’s. AI is flattening how we work. You can’t just keep it in your own business unit anymore. You have to look all around you.”

For starters, she suggests building a cross-functional AI committee instead of having one department make all the AI decisions. Legal, IT, cybersecurity and HR should be on the committee, Duerre says.

“If you have a C in front of your title, you should be on that committee,” Duerre says. “That’s how I look at it, because it’s a system-level solution.”

During these meetings, Duerre says you’ll find out that some departments are racing ahead with AI and others are holding back.

“Both sides need to name the trade-offs aloud,” Duerre says. “With teams moving too cautiously, you have to talk about the opportunity cost of falling behind. With teams sprinting ahead, you have to ask them what happens if they don’t bring everyone else along with them.”

Figure out how to use AI strategically

Most companies spent the past two years telling employees to use AI with anything, without much strategy behind it. Duerre says that’s starting to catch up with organizations as finance teams scrutinize the cost.

Her rule of thumb: if you can’t articulate the goal and how you’ll measure success, don’t roll it out yet.

“Teams that use AI well have a strategy behind it,” Duerre says. “They’ve kicked the tires on what they’re trying to solve it for. You need to ask yourself, ‘Which business outcome are we trying to improve, and what must be aligned for AI to create measurable value?’”

Here are a few examples of how to use AI strategically:

  • A company could select a workflow that regularly creates delays, redesign it with AI and test the new approach. Then, measure whether it improves time, cost, quality or capacity.

  • Use AI to support early sales outreach and qualification across markets and languages. AI can help a business reach and assess more potential opportunities, while people remain responsible for understanding the customer and building trust.

  • Flag patterns in customer complaints across multiple channels with AI, so leadership can see recurring problems before it shows up in satisfaction scores.

Check-in regularly during an AI rollout

Duerre recommends a minimum weekly check-in during any AI rollout, sometimes daily depending on complexity. But the format matters more than the frequency. Status updates don’t cut it.

“Ask, ‘What are we learning and what are we surprised by?’ That’s a question that helps you with your check-ins, versus, ‘It’s in three products now and we’ve tested six,’” Duerre says. “That doesn't help, because you’re having these meetings to figure out what’s working and why. If you ask more strategic questions, you can move even faster.”

Publish AI guardrails

Employees who don’t know what’s allowed with AI will either freeze or go around the system entirely, Duerre says. She recommends publishing clear, specific guardrails on what’s okay and what’s not. Come up with some real examples, and pair them with an intake process that doesn’t require writing a thesis to get an approval for using it.

"The approval path should be lightweight, not bureaucratic,” Duerre says. “Something like, ‘If you’re going to use AI, here’s the path. And if it needs approval, here’s three or four quick questions for you to answer.’”

Take employee anxiety about AI seriously

“AI is just a tool” is a phrase Duerre hears at nearly every conference she attends, but she doesn’t buy it.

“Saying it’s a tool is underselling what’s happening at companies right now,” Duerre says. “AI is changing how we work. It’s changing how we lead teams.”

Duerre wants leaders to remember that a lot of employees are fearful of AI. Pew Research Center found 52% of U.S. workers are worried about the future impact of AI in the workplace.

Employees who feel AI is being “done to them,” instead of built alongside them are especially anxious, she says.

“Leaders need to recognize that anxiety is contagious,” Duerre says. “As a leader, this is your opportunity to show up as the safe, steady person who is showing what you’re learning with AI. And don’t be afraid to show how you’ve failed using AI, too.”

Duerre asks every executive she works with: “Who am I with AI?” and encourages them to pass this mindset question along to their employees, too.

“AI is now your teammate,” Duerre says. “Phrasing it as, ‘who am I with AI?’ is different than, ‘what’s going to happen to me with AI?’ You really want your team to feel empowered with AI and show them how it can help accelerate their career.”

Put these ideas into action

Rewiring your organization for AI requires more than the right tools. It takes shared language, practical frameworks, and a willingness to keep learning. Here are a few resources to help you take the next step.

  • Enterprise AI Playbook: Practical frameworks and executive discussion questions to help IT, HR, and business leaders align around AI that delivers measurable value.

  • Work-First AI Use Case Assessment: Identify the workflows where AI can have the greatest impact before you invest in new tools.

  • The REWIRED Brief: Get weekly insights, real-world case studies, and practical advice on leading AI transformation.