Editorial Standards for Our Physiotherapy Blog

1. Our editorial principles (E-E-A-T)

Accuracy

• We use reputable sources such as NHS, NICE, peer-reviewed research, and established clinical guidance.

• We avoid exaggerated claims and keep advice realistic and evidence-led.

• Clinical statements are checked by HCPC-registered physiotherapists.

Expertise

• Content is written or reviewed by HCPC-registered physiotherapists and appropriately trained health writers.

• Where we mention statistics, research findings, or clinical recommendations, we cite the source so readers can verify it.

Readability

• We write in plain English and explain medical terms.

• We use headings, bullet points, and short paragraphs so readers can scan quickly.

Value

• Articles combine evidence with practical, actionable steps.

• We include real clinical insights from our team to add context that generic guides often miss.

Originality

• We do not copy or reuse content from other sites.

• Where we reference external ideas, guidelines, or studies, we credit them properly.

2. Our editorial process

Step 1 — Topic & brief

We research topics and search intent (including London-specific needs) and create a brief outlining:

• target audience and goals

• key questions the article must answer

• relevant clinical guidelines and sources

• recommended structure and on-page SEO requirements

Step 2 — Drafting

Articles are drafted by HCPC-registered clinicians and/or trained writers with musculoskeletal expertise. Drafts must align with current guidance (e.g. NHS/NICE and peer-reviewed evidence where relevant).

Step 3 — Clinical review & fact-checking

A clinician reviews medical claims and ensures:

• accuracy and safety

• appropriate language (no misleading promises)

• clear “when to seek help” guidance

Step 4 — Editing for clarity

We edit for structure, readability, and usefulness. We aim for:

• plain language

• scannable formatting

• clear takeaways and next steps

Step 5 — Visuals & demonstrations

Where visuals are used (images, charts, infographics), we aim to:

• use accurate sources and captions where relevant

• ensure exercises and posture examples are correct and safe

• avoid misleading or sensational imagery

Step 6 — Final approval

A final review checks clinical safety, clarity, and alignment with our quality standards before publication.

3. Style guidelines

• Tone: clear, professional, and approachable

• Structure: short sections, bullet points, clear subheadings

• Terminology: explained simply; acronyms defined on first use

• Claims: cautious and evidence-based (no guarantees)

4. Updates and maintenance

We review content regularly to keep it accurate and useful. Updates may happen if:

• guidelines change (e.g. NICE/NHS updates)

• better evidence becomes available

• readers highlight unclear or outdated sections

Where we update an article, we revise the “Last updated” date so readers can see when content was refreshed.

5. Transparency and recommendations

Product/tool recommendations

We only recommend products or tools we believe are helpful and appropriate. If we reference services we provide, we do so because we believe they may benefit the reader.

Editorial independence

Any sponsored or promotional content is clearly labelled.

7. Use of AI in content creation

Our content is written and reviewed by humans. We may use AI tools to support early-stage tasks (e.g. topic research, outlines, formatting), but we do not publish AI-generated medical advice without human clinical review and fact-checking. Final responsibility for content quality sits with our clinical and editorial team.

8. Disclaimer

Blog content is for education only and does not replace medical advice. If you have pain, symptoms, or a medical concern, consult a qualified healthcare professional for assessment and treatment.