Creating content
This guide is for anyone involved in creating content for NHS England websites to help make things clear, consistent and accessible. It’s important that our content is useful and easy to find, read and understand.
Find out what users need
Research tells us that the majority of our users visit the site to complete a specific task. Our content must help users complete those tasks.
We publish only what someone needs to know so they can complete their task. Nothing more.
Content will be most effective if we understand who we're producing it for.
User research
When producing new or improving existing content, user research or evidence gathering should be done to find out:
- who the likely users are
- what they're trying to do
- what users need to achieve their goal - their goal could be to complete a transaction or to just gain knowledge
- how they currently do it
- the problems or frustrations they experience while doing so
- what language they use to express their need
How to find out what users need
Examples include:
- getting feedback - using surveys and interviews for example
- using analysis of enquiries made to your team
- using analytics to establish how users are interacting with content
- getting feedback from colleagues that work with users
Usability and accessibility
Our content needs to be easy to read and understand.
It needs to be designed in a way that people with different needs and abilities can use it.
Use HTML rather than PDFs
PDFs and other office documents do not meet the same level of accessibility as well-designed web content. Public sector bodies, including the NHS, should not use PDFs or office documents to communicate information, except in a few very limited circumstances, as doing so is unlawful.
Content should always be presented in HTML (web page) format.
Do not use frequently asked questions (FAQs)
We do not include FAQs on our website or intranet. If you write clear content that is easy to navigate and answers the questions your readers have, you will not need FAQs.
FAQs are discouraged because they:
- mean that content is not where people expect to find it
- are too slow to use and create more work for users - questions take longer to scan and understand than simple headings which can be 'front-loaded' with the most important words that users are looking for
- lead to duplication - content should be structured clearly so you do not need another page repeating the same information in a different way
Avoid unnecessary formatting
We do not use presentation features such as colour, bold, italics or alignment.
Rich content
Use tables to show relationships between data
Use a table to make it easier for users to compare and scan information. Tables make it easier for users to understand logical relationships between bits of data or information.
Only use tables when there is a relationship between the 'header' cells and the 'data' cells in the grid. Assistive technologies announce the header with the data it refers to.
Use a table to let users compare information in rows and columns.
Do not duplicate your content
Have you checked the website to make sure the content does not exist already? Duplicate content confuses users and affects search results. It also becomes difficult to maintain and keep up to date.
If it already exists, link to it.
Writing your content
Write content that's easy to understand
Clear content helps everyone and it's the most important thing you can do to make things accessible. It will help more people than any other accessibility requirement.
Use simple language and formatting, for example:
- write in short, clear sentences and paragraphs
- avoid using unnecessarily complex words and phrases
- expand acronyms on first use, for example, Web Content Accessibility Guidelines (WCAG)
- use list formatting as appropriate
Refer to the NHS digital service manual's content guide for how to write for NHS services.
Our A-Z of writing gives additional, detailed guidance on NHS England's written style.
Write as you would speak to the reader
- Think of someone you know who is in your target audience
- Imagine them sitting right in front of you
- Read what you're writing out to them
- Would you talk to this person like this?
Writing for your reader will influence not only the words you choose but the content and structure of your messages.
Provide informative, unique page titles
A good page title helps users find what they want and recognise they're in the right place. It's the link that shows in search results and the first thing a screenreader will read out when the user lands on a page.
Each page title must be unique and descriptive. Keep it concise and consider putting important keywords near the beginning.
Use headings to convey meaning and structure
Everyone relies on meaningful headings to navigate a page, but they are especially important for some people with access needs.
Good headings:
- provide an outline of the content and tells users exactly what information they're going to get and if they're on the right page
- break up the text and make it easier to read and find the information users need
Think about putting the most important word(s) at the start of the heading. This will make it easier and quicker for readers to understand the content.
Inclusive language
Think about the different audiences your content is for aimed at and who it is about. Your content should be inclusive and respectful and not alienate anyone.
Contact us
For further help about creating content, or for feedback on how we can improve this guide, contact [email protected].
Last edited: 10 March 2025 2:44 pm