Blog Layout

Just What the Doctor Ordered

Helen • February 4, 2020
Last week (Tuesday 28th January 2020) whilst driving to an appointment I was listening to the BBC Radio 4. The Word of Mouth programme  was discussing at the use of adopting a clear language within the NHS

Presenter Michael Rosen talked with Sara Wilcox, NHS content designer about how they decide which words to use on the NHS website. She explained that they try to use words that we use in everyday life and aim to meet the average national reading age of 11, though on pages where it is necessary to include medical terminology this raises it to 16.

I found this discussion fascinating, and reaffirms what I advise my clients to do with their content:

  1. Know your audience - and write with them in mind, and think about what they need to know and not just what you want to tell them
  2. Keep it clear and concise - remember our attention spans are short
  3. Where possible use plain English - avoid too much industry jargon unless it absolutely needs it.  The NHS use wees and poos rather than the medical terminology because that's what most people say
  4. Have short paragraphs - they are easier to read than huge blocks of text
  5. Highlight keywords in bold - it can help draw attention to a point
  6. Use subheadings to give guidance of the content - it makes it easier to navigate and find the information they need
  7. Bullet points or lists - can help with summarising
  8. Use images to add interest - make them relevant and either use your own, royalty free or purchase them
  9. Give your content the space to breathe - use increased line spacing and a slightly larger font size to make it easy for people to read
  10. Keep it updated regularly - with company news, blogs, tips, upcoming events and information of new products or services

For guidance or for help with writing content for your communications, contact Helen at Marketing Doris on 0790 3727750


Share article on

Share by: