Websites & patient experience · Practical guide

Tell people what they need before starting a form

Visitors start a lengthy request and only discover at the end that they need a referral reference or particular appointment information. The introduction described the form as a quick enquiry. Before a form begins, tell visitors what it is for, what they should have ready and what happens afterwards. That introduction should be short enough to read before starting.

Read the guide Make your action list
Healthcare website and appointment calendar displayed on devices at an empty clinic reception.
Make the website useful for the people who use your practice.

What to change

Explain the actual task and what someone needs before starting. Keep the introduction specific to this form instead of reusing general welcome copy.

A worked example

Illustrative example

An appointment-change request starts by asking patients to have their existing booking details available. It explains that the team must confirm any change, so submission alone does not alter the appointment.

Healthcare website design showing connected desktop and mobile service and enquiry layouts.
Make the service and next step clear on every screen.
Healthcare website accessibility illustrated by a focus outline, keyboard key, contrast samples and form.
Review keyboard access, contrast and understandable form fields.

Put it into practice

Ask reception which missing items most often stop a request being progressed, then include only those genuinely needed at this stage. The person can decide whether they are ready without discovering an unexpected requirement on the final screen.

If a document is only requested later, do not list it as something needed to begin. The introduction should describe the current step rather than the entire eventual appointment process.

What to agree before publishing

Describe the current step rather than everything the practice might eventually request. Name the form's purpose, essential information needed now and what happens after it is sent. Ask reception which missing details genuinely prevent an initial response. Keep later paperwork out of the readiness list unless it is required at this stage. A visitor should be able to decide whether to start without encountering an unexpected final-screen demand or assuming they need documents that the team would only request after a conversation.

How to check the result

Someone can decide whether they have the right information and are using the right route before investing time.

A mistake to avoid

Do not estimate a completion time that assumes every visitor already knows where to find the requested details.

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.

Checks to discuss

Record what you know, what is still missing and the answer you need from your team or supplier.

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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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