How this information was written

We work with subject matter experts, usually clinicians and health professionals, to ensure our content is safe, accurate and up to date.

We take a user-centred approach to writing content on NHS inform. This means we put users first.

Our aim is to help people find out what they need to know or do quickly. We continually improve our information based on user needs, user feedback and changes in clinical information.

The content team

We have a team of content designers who work with subject matter experts to write and maintain the content on NHS inform.

The content designer’s role is to work with clinicians and subject matter experts to write information that meets users needs.

They write information in the simplest way to help users understand health and care information.

How we identify user needs

We follow the Scottish Approach to Service Design (SAtSD). This starts with discovery work. We use data analysis and user research to identify user needs.

We reach out to users and use on page surveys to ask them about their experience using NHS inform. This helps us to make informed decisions about our content.

We also research keywords using search engine optimisation (SEO) tools like Google Trends to help inform our work. This helps us align our content with the language our users are typing into search engines to make our content more findable.

Working with subject matter experts

We work with networks across Scotland to identify subject matter experts for each page of content. We also work with Scottish Government policy teams who help us bring in subject matter experts for topics we’re writing about.

How we write content

We work with subject matter and clinical experts to create health information for NHS inform.

We take a pair writing approach to most of our content. This means we write collaboratively with our subject matter and clinical experts. We ask about their experience with patients and latest clinical guidelines and updates.

We use sources like the SIGN and NICE guidelines to create content.

Our style guide

We have a style guide that helps us write and maintain consistent and readable information.

It has guidance about the tone and voice of our content. For example, the tone and voice should be:

neutral
authoritative
calm
reassuring
straightforward

It also contains guidance around how to write clear and effective online content.

Plain English

We write our content in plain English. Plain English aims to reduce the reading age of content to around 9 years.

This means we should:

write in short sentences
leave words out that you don’t need
use lists, where possible
use the present tense
give examples to explain things to a user
avoid complicated words, or explain them when they’re essential
use contractions like ‘don’t’ instead of ‘do not’

We should not use:

vague words that can lead to confusion
jargon, either as specific words or in a complex sentence structure
formal or long words if shorter ones can be used instead
metaphors

We explain acronyms in full the first time we use them. Then we use the shortened version afterwards. For example ‘World Health Organization (WHO)’ then ‘WHO’.

Quality control

Once our content is signed off as being accurate and up to date by our subject matter and clinical experts, it goes through another quality control check.

It’s completed by another member of the content team to ensure the content aligns with our style guide. It also checks for any typos or spelling errors.

User feedback

Where possible, we test our content with users before publishing. This can include engaging with lived experience groups or third sector organisations to ask users to review and comment on our drafts.

Feedback is then reviewed with the subject matter experts and edited where required.

We also receive feedback from users using the feedback link on our pages. This feedback is reviewed by the content team and shared with the subject matter expert where required for their input.

Review cycle

Once content is published, we complete an annual check in with the subject matter expert for each page. We ask our subject matter experts to review the page and confirm if its still up to date and accurate or if any changes are required.

After the content has been live for 3 years, we complete a review of the information with the subject matter expert. It’s checked again for clinical accuracy. It’s also reviewed by a content designer to ensure its still designed to meet user needs.