Content & authoring

Wherever possible, content should be presented in simple English, with more detail available as a drilldown option.

A friendly, personal tone should be adopted in the writing style. Medical terminology should be kept out of the first-level content if at all possible.

The route map document we have produced is a good model for the medical section of the site, with the existing content available if more detail is requested. Making the route map available as a separate site, as was considered at one point, seems pointless, though apps may still be useful later.

Style Guide

We will follow the gov.uk style guide wherever possible. The most important points are:

• Write in the active voice
• Address the user directly
• Be concise
• Avoid jargon and medical terminology except where unavoidable, or in content specifically intended for medical professionals.
• Use plain english