Checklist for information production and review

We check each page we create or review against the following checklist:

• Content meets a clearly defined user need and key messages are clear.
• Content uses plain English, is easy to read and free from jargon.
• Update metadata including keywords in title and H1, summary, meta description (160 characters or less), alt text, transcripts for videos.
• Content uses active voice.
• Content addresses user – uses 'you' appropriately.
• Maximum of 4 sentences per paragraph.
• Content uses white space appropriately.
• Content avoids unnecessary adverbs.
• Content is in present tense.
• Content explains technical terms or links to the glossary.
• Bullet lists are in the correct format and entity type.
• Check for spelling, grammar and punctuation errors.
• Check there is no duplication with other content.
• Links are appropriate with clear calls to action.
• Use contractions appropriately and sensitively.
• Present numbers and statistics in accordance with health literacy guidance.
• The information reflects the weight of available evidence and states any areas of uncertainty.
• References are complete and up to date.