Techniques are described for displaying help articles, for a web page, that are related to the context of the web page. A help article provider has access to a database of help articles, each of which are associated with target-context data that may include content identifiers for the help article and/or user profile attributes for users that the help article targets. The help article provider identifies content identifiers for a viewed web page based on one or more of: metadata and a URL for the web page. The help article provider searches the help article database using the identified content identifiers. The help article provider may filter the help articles based on an authenticated user's attributes. An ordered list of the identified help articles is displayed, with the most relevant or important help articles displayed at or near the top of the list.