Plain-English Copy That Patients Trust: Rewrite One Page in 30 Minutes

Patients do not come to your website to be impressed by medical vocabulary; they come because they are worried, in pain or confused, and they want clear next steps they can trust. In UK primary care and wider NHS services, plain-English copy is not just good practice – it supports safer decisions, better access, and compliance with NHS and WCAG guidance.

This guide shows GP practices and healthcare providers how to rewrite any one page in 30 minutes using a simple 5-step structure:

• Lead with the patient’s problem
• Outline the outcome
• Explain eligibility
• Set expectations
• Finish with one clear call to action (CTA)

Along the way, you will use problem → outcome framing, cut jargon, add clarity, answer objections with FAQs, keep to one task per page, and run a quick peer-review checklist.

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Why Plain-English Copy Matters in UK Healthcare

Trust, safety and regulation

In UK healthcare, copy must be accurate, neutral and clinically safe. NHS content guidelines emphasise:

• Short, clear sentences
• Direct, unambiguous language
• Avoiding metaphors and vague promises
• Clinically checked, evidence-based information

Plain English reduces the risk of misunderstanding and supports informed choices, which is critical when patients are deciding whether to seek urgent care, book an appointment, or manage a long-term condition.

Accessibility and WCAG

WCAG and NHS digital standards expect content to be:

• Perceivable and understandable for people with different literacy levels, cognitive needs and assistive technologies
• Written using clear structure, headings and lists to help users find what they need
• Free of unnecessary jargon that creates barriers for people with lower health literacy or whose first language is not English

Plain-English, well-structured copy is part of making your digital services genuinely accessible, not just technically compliant.

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The 30-Minute, 5-Step Rewrite Framework

You can use this framework on any page: flu vaccine, repeat prescriptions, referrals, cervical screening, new patient registration or long-term condition reviews.

Step 1: Lead with the patient’s problem (5 minutes)

Start by framing the page around the problem your patient is trying to solve, not the service you want to promote.

What this looks like

• Describe the situation in the patient’s words
• Acknowledge how they might feel (worried, unsure, rushed, confused)
• Make it clear they are in the right place Example: repeat prescriptions page

Instead of:

• “Our practice uses an online prescription ordering service.”

Try:

• “If you take regular medicines, you should not have to worry about running out. This page explains how to safely request your repeat prescriptions from the practice.”

Quick actions

• Ask: “Why is the patient on this page today?” Write that in one sentence.
• Use “you” and “your”, not “we” and “our services”.
• Keep the first paragraph to 2–3 short sentences.

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Step 2: Outline the outcome (3–4 minutes)

Next, tell patients what successful use of this page looks like. This is the outcome, not just the process.

Why outcome framing works

• Reduces anxiety: patients know what they will get and when
• Helps them decide if this is the right route or if they need something else
• Supports safe signposting (for example, to 111, 999 or urgent care if needed) Example: same repeat prescriptions page

Outcome-focused copy:

• “After reading this page, you will know how to request your repeat prescription, how long it will take, and what to do if you need your medicine sooner.”

For services with safety implications, include a brief “not for” outcome:

• “This page explains how to book a routine asthma review. If you are wheezing badly, very short of breath, or your inhaler is not helping, call 999 or go to A&E now.”

Quick actions

• Add a short paragraph starting with “On this page you will learn…” or “This page explains…”
• Make sure it clarifies:
  • What the patient can do here
  • What they will get
  • When they should use a different service

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Step 3: Explain eligibility clearly (5–6 minutes)

Patients often do not understand complex eligibility criteria for NHS services. Clear eligibility copy reduces frustration, phone calls and complaints.

Add clarity with simple rules

• Use concrete, patient-friendly criteria
• Avoid internal terms like “housebound patients”, “QOF recall”, “category 2 referrals” without plain-English explanation
• Make it obvious who is and is not covered

Example: flu vaccination page

Instead of:

• “We offer flu vaccination to all eligible cohorts in line with current guidance.”

Try:

• “You can get a free NHS flu vaccine at the practice if you:
  • Are aged 65 or over
  • Are pregnant
  • Have certain long-term conditions, such as diabetes, asthma that needs regular preventer inhalers, heart disease or kidney disease
  • Are a carer, or live with someone with a weakened immune system”

Then add a clear “not eligible” signpost:

• “If you are not eligible for a free NHS flu vaccine, you may be able to pay for a private flu jab at a local pharmacy.” Quick actions
• Add an “Who this is for” subsection near the top.
• Use bullet points, each starting with “You…” or a clear group description.
• Include a line for people who are not sure: “If you are not sure if you are eligible, contact the practice and we can advise you.”

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Step 4: Set expectations (10 minutes)

This is where you add detail – but keep it structured and simple. Setting clear expectations prevents complaints and repeat contacts.

What to cover Process in plain steps

• “How it works” in 3–7 steps
• One short sentence per step
• Use everyday words: “fill in a form”, “bring photo ID”, “we will text you”

Timelines

• How long things take (“within 2 working days”, “up to 8 weeks”)
• When to chase or seek help sooner
• What “working days” means for your practice Responsibilities and limits
• What the patient must do
• What the practice will do
• Any important rules (no urgent requests via online form, etc.)

Case study: online consultation page

Before (typical issues):

• Starts with platform brand name and technical description
• No clear timing expectations
• No guidance on urgent symptoms

After (structured expectations):

• “How to request help online
• Step 1: Fill in the online form with your symptoms and contact details.
• Step 2: A GP, nurse or trained clinician will read your form.
• Step 3: We will contact you by text or phone by the end of the next working day. We will tell you if you need an appointment, a prescription, or self-care advice.

What to expect

• Online requests are for non-urgent problems only.
• For most patients, we respond the same day if you contact us before 3pm.
• We may send a text with advice, offer a phone or face-to-face appointment, or refer you to another NHS service.

If you need help urgently

• Call 999 if you have severe chest pain, are very short of breath, or think you are having a stroke.
• Call 111 or use NHS 111 online if you need medical help now and are not sure what to do.” Quick actions
• Add a “How it works” subsection with numbered steps.
• Add a “How long it takes” paragraph with real timeframes approved by clinicians and managers.
• Add a short “If you need urgent help” signpost that aligns with NHS guidance.

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Step 5: Finish with one clear CTA (3–4 minutes)

Each page should drive one primary task. This respects patients’ time and supports better digital journeys.

One task per page

• A page about flu vaccines should end with “Book your flu vaccine”
• A page about registering should end with “Register as a new patient”
• A page about complaints should end with “Send us your feedback or complaint”

Avoid competing CTAs like “Register, sign up to our newsletter and follow us on social media” at the bottom of a clinical service page. Make the CTA specific and accessible

• Use clear verbs: “Book”, “Request”, “Call”, “Download”
• Explain what will happen after they click or call
• Provide alternatives for people who cannot use digital channels

Example CTAs Online-first task

• “Request your repeat prescription:
  • Use our online form
  • Or use the NHS App”

Phone or in-person alternative

• “If you cannot use the online form or NHS App, phone the practice and speak to the reception team. We will help you request your medicine safely.” Quick actions
• Decide the single main task for the page.
• Rewrite the final section as one clear CTA, with:
  • A primary route (online form, app, portal)
  • An accessible alternative (phone or visit)

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Problem → Outcome Framing in Practice

Problem → outcome framing turns “dry information” into copy that patients instantly recognise as relevant to them.

Example: cervical screening page

Problem:

• “You may feel unsure about cervical screening, or you might be worried it will be painful or embarrassing. You might also be unsure if you really need it.”

Outcome:

• “This page explains who should have cervical screening, what happens at the appointment, and how it helps prevent cervical cancer.”

Then you move into eligibility, expectations and CTA. Benefits of this framing

• Shows empathy and reduces anxiety
• Quickly answers “Why should I care?” and “Is this for me?”
• Encourages engagement with preventive services, which supports NHS priorities

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Cut Jargon and Add Clarity

Healthcare language is full of jargon that feels normal to staff but confusing or frightening to patients.

Common NHS website jargon and better alternatives

• “Primary care team” → “GP, nurses and other staff at the practice”
• “Triage” → “we decide who needs help most urgently”
• “QOF review” → “your annual check-up for your long-term condition”
• “Acute” → “sudden or severe”
• “Secondary care” → “hospital or specialist services” Practical steps to cut jargon
• Read the page out loud. If you would not say it to a patient in a 10-minute consultation, rewrite it.
• Replace long words with short ones where possible (“use” not “utilise”).
• Explain necessary clinical terms in a short phrase: “hypertension (high blood pressure).”

Apply NHS style principles

• Short sentences (ideally under 20 words)
• Short paragraphs (1–3 sentences)
• Active voice: “Call 111” not “111 should be called”
• Direct, neutral tone without exaggerating benefits

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FAQs: Where Patient Objections Live

Your FAQs are not a dumping ground for leftovers; they should focus on the questions that stop patients taking action. Identify real objections

• “Is this painful?”
• “Will this affect my benefits or immigration status?”
• “I work full-time – can I get an evening appointment?”
• “What if I miss my appointment?”
• “Will my information be shared with anyone else?”

Example: mental health support page

Instead of a long intro about services, use FAQs to tackle barriers:

• “Do I have to see my GP first?”
• “Will what I say be kept private?”
• “What if I do not want medication?”
• “Is there help if I am on a waiting list?” How to structure FAQs
• 5–10 questions, each clearly written as the patient would ask them
• One short, direct answer per question
• Link to more detailed resources where needed, rather than crowding the page

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One Task per Page: Reduce Cognitive Load

Patients come to your site for a specific job: book, request, find a phone number, check if they are eligible, understand a letter.

Why one task per page works

• Reduces confusion, especially for people under stress or with lower digital confidence
• Makes your site easier to use with screen readers
• Improves completion rates for online forms and digital journeys Examples
• Separate pages for:
  • “Request a sick (fit) note”
  • “Register as a new patient”
  • “Send an administrative query”
  • Do not hide key tasks halfway down a long “Services” page.

If you must have multiple related tasks on one page (for example, “ways to contact us”), use clear subheadings and keep each section focused.

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Quick Peer Review Checklist (5 Minutes)

Before you publish or sign off a page, run this checklist with a colleague – ideally a clinician and a non-clinical staff member.

Plain English

• Can a non-clinical colleague explain the page back to you after one read?
• Have you replaced or explained jargon?
• Are most sentences 20 words or fewer? Patient-first framing
• Does the page start with the patient’s problem or situation?
• Is the main outcome clear in the first few lines?

Safety and accuracy

• Has a clinician checked any clinical content?
• Are urgent and emergency signposts (999, 111, A&E) correct and in line with local/NHS guidance?
• Are timelines realistic for your practice? Structure and accessibility
• Are headings descriptive and in a logical order?
• Is there only one main CTA?
• Does the page work without colour or images (for people using screen readers or with visual impairments)?

Compliance and respect

• Is the tone neutral, respectful and non-judgemental?
• Are you honest about limits (waiting times, eligibility, what you can and cannot do)?
• Have you avoided promising outcomes you cannot guarantee?

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Key Takeaways for GP Practices and Healthcare Providers

Problem → outcome first

• Start with what the patient is worried about and what they will gain from this page.

Eligibility and expectations

• Make it obvious who the service is for, what will happen and how long it takes. Clarity and plain English
• Follow NHS style: short sentences, clear words, active voice, no metaphors.

FAQs where objections live

• Use FAQs to handle real fears and practical barriers that stop patients acting. One task per page
• Make each page do one job well, with one main CTA and an accessible alternative.

Quick peer review

• Build in a simple review step to check for clarity, safety and accessibility before publishing.

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Next Steps: How to Apply This in the Next Week

You do not need a full website rebuild to benefit from this approach. Start small and iterate. This week

• Choose one high-impact page (for example, online consultations, repeat prescriptions or new registrations).
• Time-box 30 minutes to apply the 5-step framework.
• Ask one clinician and one admin/reception colleague to use the peer-review checklist.

This month

• Prioritise top-traffic or high-risk pages: urgent advice, contact us, long-term condition clinics, screening and vaccination.
• Standardise your structure across these pages: problem, outcome, eligibility, expectations, FAQs, CTA.
• Capture common patient questions from reception and use them to refine FAQs.

Longer term

• Develop a simple content style guide for your practice based on NHS digital writing standards.
• Train key staff (practice manager, digital lead, PCN communications) to use the 30-minute rewrite method.
• Review pages annually or when services change to ensure they stay accurate and aligned with NHS and WCAG best practice.

By consistently using plain-English, patient-centred copy, your practice website becomes more than a digital noticeboard; it becomes a trusted extension of your front desk – helping patients get the right care, at the right time, in the right place.