What to change
Review welcome copy as factual content, not harmless decoration. Keep welcoming language but remove or qualify claims that the local service cannot fulfil.
A worked example
Illustrative example
A visiting service page changes choose any of our branches to a sentence naming the one location where that service runs. The tone remains welcoming while the booking expectation becomes accurate.
Put it into practice
Ask the person responsible for the relevant service to review meaning, rather than asking a designer to decide what sounds credible. The finished introduction should make a newcomer feel oriented without relying on statements nobody can substantiate.
Review image captions alongside copied introductions. A caption can make the same outdated claim about a team, facility or service even after the main welcome text has been corrected.
What to agree before publishing
Separate verifiable service facts from general welcoming language during the review. A phrase about the whole team's experience or facilities needs someone who can confirm its current scope. Check whether the copied paragraph originally referred to another branch or practitioner. A useful introduction can still be warm when it uses specific, accurate detail. Ask the writer to explain any retained claim in everyday terms and remove statements that nobody can support, including matching captions beneath reused photographs.
How to check the result
The introductory copy supports the same practical promise as the detailed service information.
A mistake to avoid
Do not excuse a misleading claim as brand language if a reasonable patient could use it to choose an appointment.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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