--- title: "Knowledge base and customer portal in HubSpot: let customers help themselves" description: How to build a knowledge base and customer portal in HubSpot. Structure, articles that answer the right questions, the connection to Customer Agent and fewer support tickets. image: https://leadlabs.se/hubfs/Blog/kunskapsbas-kundportal-hubspot.jpg --- [Skip to content](https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot#main-content) - [English](https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) - [Swedish](https://leadlabs.se/insikter/kunskapsbas-kundportal-hubspot) English Show submenu for translations [![Leadlabs](https://leadlabs.se/hs-fs/hubfs/leadlabs-primary-black.png?width=199&height=36&name=leadlabs-primary-black.png)](https://leadlabs.se/en?hsLang=en) - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) Open main navigation Close main navigation - [Services](https://leadlabs.se/en/services) - [Articles](https://leadlabs.se/en/insights) - [About Us](https://leadlabs.se/en/about-us) - [Contact](https://leadlabs.se/en/contact-us) - - [English](https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) - [Swedish](https://leadlabs.se/insikter/kunskapsbas-kundportal-hubspot) English Show submenu for translations - [Book Meeting](https://leadlabs.se/en/contact-us) [Book Meeting](https://leadlabs.se/en/contact-us?hsLang=en) [All posts](https://leadlabs.se/en/insights/all) October 19, 2026 # Knowledge base and customer portal in HubSpot: let customers help themselves ![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·  2 minute read ![Library with books on long shelves](https://leadlabs.se/hs-fs/hubfs/Blog/kunskapsbas-kundportal-hubspot.jpg?width=1600&height=900&name=kunskapsbas-kundportal-hubspot.jpg) Many support tickets are about the same questions over and over again. A good knowledge base lets customers find the answer themselves, any time of day. And with HubSpot's AI agents, the knowledge base has a new role: it is the source Customer Agent answers from. **In short:** The knowledge base in HubSpot is a searchable collection of help articles on your own domain. The customer portal lets customers log in and see their tickets. Start with the ten most common questions, write short articles with clear headings and connect the knowledge base to chat and Customer Agent so it is used to the full. ## What is the knowledge base in HubSpot? The knowledge base is part of HubSpot's customer service tools where you publish help articles organized in categories, with search and statistics on which articles are read and which searches return no results. It lives on your own domain, for example help.yourcompany.com. ## What is the customer portal? The customer portal lets customers log in, see their tickets, follow the status and reply directly. It reduces "did you get my email?" questions and gives the customer a better experience. ## How to build a knowledge base people use 1. **Start from real questions.** Go through the last hundred tickets and sort them by topic. 2. **Start with the top ten.** The most common questions often account for a large share of the volume. 3. **One question per article.** The heading should be the question, for example "How do I reset my password?". 4. **Answer directly.** Give the answer in the first paragraph and the details afterwards. 5. **Use images and steps** for instructions. 6. **Update** when the product changes. Outdated articles create more tickets than they solve. ## The knowledge base and AI Customer Agent and the [chat features](https://leadlabs.se/en/insights/live-chat-chatbot-hubspot?hsLang=en) in HubSpot use the knowledge base as a source. That means the quality of the articles directly affects the quality of the AI's answers. Incorrect or contradictory articles give incorrect answers. So review the knowledge base before you activate an AI agent. HubSpot can also suggest new articles based on resolved tickets, which makes it easier to keep the knowledge base current. ## Knowledge base and visibility A public knowledge base can also bring traffic from Google and AI services, since it answers concrete questions. Read more in [From SEO to AEO](https://leadlabs.se/en/insights/aeo-chatgpt-ads-hubspot?hsLang=en). ## Measure the effect - Number of views per article. - Searches with no results, which show which articles are missing. - Share of readers who found the article helpful. - How the number of tickets develops in topics where you have written articles. ## Frequently asked questions about knowledge base and customer portal in HubSpot ### Which edition do you need for the knowledge base in HubSpot? The knowledge base is included in Professional and Enterprise. ### Can the knowledge base be on our own domain? Yes. The knowledge base is published on a domain or subdomain you connect to HubSpot, for example help.yourcompany.com. ### What is the customer portal in HubSpot? The customer portal is a logged in area where customers can see and follow their tickets and reply directly, without sending new emails. ### Does Customer Agent use the knowledge base? Yes. Customer Agent answers based on the knowledge base and other sources you choose, so the quality of the articles directly affects how good the answers are. ### Can you have an internal knowledge base in HubSpot? Yes, articles can be restricted so only logged in users or certain groups see them, depending on tier and settings. ## Summary A good knowledge base reduces support volume, gives customers fast answers and makes HubSpot's AI agents accurate. Start with the most common questions and keep the articles up to date. Want help building a knowledge base in HubSpot? Get in touch with LeadLabs. ## Read also - [HubSpot Service Hub](https://leadlabs.se/en/insights/hubspot-service-hub?hsLang=en) - [Live chat and chatbots in HubSpot](https://leadlabs.se/en/insights/live-chat-chatbot-hubspot?hsLang=en) - [AI agents in HubSpot](https://leadlabs.se/en/insights/ai-agents-in-hubspot?hsLang=en) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) [twitter icon](https://twitter.com/intent/tweet?url=https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) [envelope icon](mailto:?body=https://leadlabs.se/en/insights/knowledge-base-customer-portal-hubspot) {{ footer\_js() }} {{ js\_integration\_body\_end() }} ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Emelie" ], "url" : "https://leadlabs.se/en/insights/author/emelie" }, "datePublished" : "2026-10-19T19:55:08+0000", "description" : "How to build a knowledge base and customer portal in HubSpot. 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