For healthcare organisations in the UK, particularly those involved in clinical trial recruitment, digital visibility is no longer enough. Ranking at the top of a Google search is only part of the equation. If potential participants land on a page they cannot understand, they are unlikely to stay, let alone enrol. In today’s digital health landscape, simplicity has become a strategic advantage. Clinical research content must do more than inform. It needs to guide action. That means meeting people where they are, not just online, but also in terms of literacy, comprehension and decision-making.
The Link Between Readability and Recruitment Outcomes
Health content is often developed by clinicians, researchers or regulatory specialists. While technically accurate, this type of writing can alienate the very people it is meant to support. According to Health Education England, over 43% of working-age adults in England do not understand written health information well enough to make informed decisions¹. This figure rises to 61% when the content includes numerical data such as risk or probability statements².
Despite this, many recruitment sites and adverts continue to rely on complex terminology, acronyms and dense paragraphs when describing studies or eligibility criteria. The result is often a user journey that ends well before a participant reaches the pre-screener. For organisations investing in paid media and organic search, this creates a major challenge. Campaigns underperform not because they reached the wrong people, but because the content was unclear.
Who’s Getting It Right?
One strong example of accessible content is the NHS “Better Health” campaign. In its approach to weight management and lifestyle change, the campaign avoids jargon and long explanations. Instead, it uses relatable visuals, short statements and clearly structured calls to action. Much of the content is written at a reading age of 9 to 11 years, which aligns with NHS guidance recommending a maximum reading age of 11 for public health materials³. This helps users find what they need quickly and take the next step with confidence.
Another example is Cancer Research UK. Its clinical trials section provides clear, readable guides on how studies work, who can take part and what patients can expect. The organisation uses inclusive, easy-to-scan language to empower people to explore their options. This demonstrates that even in complex areas such as oncology, it is possible to communicate clearly without losing scientific accuracy.
Why Less Is More on Google and Meta
Simplicity is not just good practice for health literacy. It is also reflected in how digital platforms operate. Both Meta and Google favour ad content that is easy to understand and quick to engage with. Meta encourages minimal on-image text and short captions, as these tend to perform better across placements. In practice, creatives with less text often reach more people, cost less per result and deliver stronger engagement.
Google takes a similar approach. On Search, ads that use plain, action-focused phrases such as “Check if you qualify” or “See if a study is available near you” often receive higher Quality Scores. These scores affect how often your ad appears, where it shows up and how much you pay. On the Display Network, ads with short headlines, simple copy and clean visuals are more likely to perform well and be approved without issue.Too much text, or overly technical language, can reduce ad delivery and user engagement.
However, this does not mean omitting important information. Instead, platforms expect extra detail to be delivered through supporting copy. This includes landing page content, expandable ad text or structured sections such as FAQs. These surrounding elements provide space to explain key details such as study eligibility, commitment, or contact steps in a more accessible format.
Key recommendations include:
Using plain English across all digital channels, from ads to landing pages
Writing to a reading age of 11 to 13 years (Key Stage 3 level)
Prioritising clarity and usefulness in calls to action
Structuring text with headings, bullets and white space
Testing content with members of the public, including people from diverse literacy backgrounds
Sources
NHS England. Improving health literacy [Internet]. NHS England; [cited 2025 June 07]. Available from: https://www.hee.nhs.uk/our-work/knowledge-library-services/improving-health-literacy
British Orthopaedic Association. An indicator of health literacy and numeracy of patients in your area (England) [Internet]. British Orthopaedic Association; [cited 2025 June 07]. Available from: https://www.boa.ac.uk/resource/an-indicator-of-health-literacy-and-numeracy-of-patients-in-your-area-england.html
NHS Digital Service Manual. How we write content [Internet]. NHS Digital; [cited 2025 June 01]. Available from: https://service-manual.nhs.uk/content/how-we-write
