Test content writing guidelines

Before you start, remember these core principles:

Write in plain English

• Use everyday words: Write ​“use” not ​“utilise”, ​“help” not ​“assist”, ​“find out” not ​“ascertain”
• Keep sentences short: Aim for 15–20 words maximum per sentence
• Use short paragraphs: Maximum 3 sentences per paragraph
• Target reading age: 9–11 years – This makes content accessible to everyone, not just children. Check using the NHS readability tool
• Use active voice: ​“You’ll need to collect” not ​“A collection will be required”

Be clear and direct

• Say what you mean – avoid metaphors and subjective language
• Write factually and neutrally
• Define technical terms when you first use them
• If patients will hear a medical term from their doctor, include it but explain it clearly

Make content scannable and discoverable

• Use clear, descriptive headings that make sense when read alone
• Front-load headings with important words users are searching for
• Use bullet points for lists (not long sentences)
• Break up long sections with subheadings
• The standfirst (short description) will be used for SEO and cross-linking – include key search terms naturally

Be inclusive and respectful

• Use ​“you” to address the reader directly in a conversational tone
• Write as if speaking to someone face-to-face: ​“Your doctor will work with you…” not ​“The clinician will determine…”
• Avoid making assumptions about what readers know
• Be empathetic – remember people may be worried or confused
• Use person-first language where appropriate

No duplication

• Each piece of information should appear only once
• Related content should be linked, not repeated
• If you’re tempted to repeat something, reconsider your content structure
• Don’t duplicate information available on NHS.uk – provide 1–2 sentences maximum then link

Empower patients

• Write to empower patients in consultations, not just inform them
• Support shared decision-making with your doctor
• Use partnership language: ​“work with you,” ​“discuss with you,” ​“help you decide”
• Acknowledge common anxieties without amplifying them
• Include actionable ​“Questions to ask your doctor”

Clear information hierarchy

• Most important information first (results and what they mean)
• Background or educational content goes last
• Every section must pass the ​“Would a worried patient need this now?” test
• If information isn’t immediately needed, move to the end or link elsewhere

Link, don’t duplicate – know our boundaries

LabTestsOnline’s role:

• Explain what the test is and what it measures
• Help interpret results
• Prepare patients for doctor discussions
• Answer test-specific questions

NHS.uk’s role:

• Comprehensive condition information
• Prevention strategies
• Treatment options
• Broader health advice

When in doubt: Provide 1–2 sentences maximum, then link to NHS.uk

Information priority rder:

1. What the test is (standfirst)
2. Understanding results (most substantial section)
3. Who needs it and preparation
4. Questions to ask and next steps
5. Background/​educational content (brief, with links)

Target word counts:

• Standfirst: 30–50 words (2–3 sentences)
• Who needs this test: 100–150 words
• Preparing for your test: 50–100 words
• What the test measures: 100–200 words
• What your results mean: 400–800 words (most substantial section)
• About [condition]: 50–75 words maximum (with link to NHS.uk)

Total page length: Aim for 1,200–2,000 words for most tests. Complex tests may be longer, but prioritise clarity over comprehensiveness.

Remember: Every additional word asks patients to do more work. Be concise.

When to reassure:

• Many results have benign causes
• Temporary changes are common
• Individual variation is normal
• Treatment is usually available
• Doctors will work with patients to interpret results

When to be realistic:

• Some results indicate serious conditions
• Some changes need investigation
• Monitoring may be needed long-term
• Not all abnormal results can be easily explained

Language balance:

Good examples:

• ✓ ​“This can happen with many conditions, some minor and some more serious”
• ✓ ​“Most cases are caused by [common cause], but your doctor will check for other possibilities”
• ✓ ​“Your doctor will explain what this means for you specifically”
• ✓ ​“Many people successfully manage this with [intervention]”

Avoid:

• ✗ ​“This is nothing to worry about” (unless clinically certain)
• ✗ ​“This indicates a serious condition” (without context)
• ✗ ​“You should be concerned about…”
• ✗ Overly clinical language that distances the patient

Always include: Partnership and personalized language like ​“Your doctor will work with you” or ​“Your doctor will explain what this means for you”

Before finalizing, perform this test:

1. Read only your headings – Do they tell the story?
2. Check they make sense alone – Would headings work if read in isolation?
3. Front-load keywords – Do headings start with the most important words?
4. User benefit test – ​“If someone only read the headings, would they get the key information?”

All headings should pass these tests.

If you are creating a new test page completely from scratch, copy the structure below for your test, completing each section. Delete any instructional notes (in italics) before publishing.

Test template
 

If you are editing directly into the Craft CMS – you can use these CMS content elements 

Use tables for:

• True comparative data (e.g., reference ranges by age group/​gender)
• Quick-reference information where columns and rows add value
• Data that genuinely NEEDS tabular format

Avoid tables for:

• Lists of conditions with explanations (use H4 subheadings and bullet points instead)
• Information that works better as prose
• Complex clinical information that needs context
• Any content that can be expressed in bullet points or prose

Mobile consideration:

• Tables with more than 3 columns are difficult to read on mobile devices
• Most users access content on mobile phones

Accessibility:

• Tables can be challenging for screen readers
• If information can be expressed in bullet points or prose instead of a table, choose the more accessible format

Example: The FBC ​“results” table should be converted to prose with clear H4 subheadings for better readability and accessibility.

Before submitting your content, check:

Readability

• [ ] Reading age is 9–11 years (check using NHS readability tool)
• [ ] Sentences are 15–20 words maximum
• [ ] Paragraphs are 3 sentences or fewer
• [ ] No jargon without explanation
• [ ] Medical terms are explained when first used
• [ ] Active voice is used throughout

Structure

• [ ] All required sections are completed
• [ ] Sections are in the correct order per template
• [ ] Headings are clear and descriptive
• [ ] Headings pass the scannability test (make sense alone, front-loaded with keywords)
• [ ] Content is scannable with bullet points and subheadings
• [ ] Information is in logical order
• [ ] Related information is linked, not duplicated
• [ ] Standfirst is 30–50 words and includes key search terms
• [ ] Word counts are within target ranges

Tone and language

• [ ] Content addresses the reader as ​“you”
• [ ] Tone is conversational but professional
• [ ] Tone is empathetic and reassuring where appropriate
• [ ] Partnership language is used (“your doctor will work with you”)
• [ ] Information is factual and neutral
• [ ] Content empowers patients to discuss with their doctor
• [ ] Anxiety is acknowledged without being amplified
• [ ] Balance of reassurance and realism is appropriate

Content quality

• [ ] No duplication – each piece of information appears once
• [ ] Prevention/​treatment info is linked to NHS.uk, not duplicated
• [ ] About [condition] section is 50–75 words maximum with NHS link
• [ ] Tables are used appropriately (or avoided in favor of accessible formats)
• [ ] Temporary vs ongoing causes are distinguished where relevant
• [ ] Demographic variations are included if clinically significant

Accuracy

• [ ] Clinical content is accurate and evidence-based
• [ ] Information is up to date
• [ ] External links are current and working
• [ ] Content has been reviewed by qualified clinician
• [ ] SNOMED codes are correct
• [ ] Any uncertainties are flagged for clinical review

Accessibility

• [ ] All images have descriptive alt text
• [ ] Tables are properly structured (or content is in more accessible format)
• [ ] Headings follow correct hierarchy (H1, H2, H3, H4)
• [ ] Links are descriptive (not ​“click here”)
• [ ] Acronyms are spelled out on first use
• [ ] Content works without images/​videos (text alternatives provided)

SEO and discoverability

• [ ] Standfirst includes key search terms naturally
• [ ] Headings include terms patients search for
• [ ] Page title is clear and search-friendly
• [ ] Alternative names are included in ​“Also known as”

NHS content style guides:

• NHS digital service manual – Content guide
• NHS A to Z of health writing

Readability resources:

• Readability Guidelines
• Plain Language Guidelines
• NHS Readability Tool – Check your content’s reading age

Need help? Contact the content team if you have questions about:

• Technical medical terminology
• Appropriate reading level for complex topics
• Structuring difficult information
• Accessibility requirements
• When to link vs when to explain