Everywhere you look, there are clickbait headlines and social media “experts” with no qualifications.
Nowadays, credibility matters more than ever, especially in health and wellness writing. When your words can shape decisions about someone’s body, mind, or safety, cutting corners isn’t just lazy. It’s irresponsible.
That’s why I regularly turn down projects that don’t prioritise accuracy, transparency, or trustworthiness. And I want to explain why.
Credibility Isn’t Optional – It’s the Foundation
When a brand commissions health or medical content, there’s more at stake than engagement metrics or keyword rankings. Whether we’re talking about skincare tips, hormone therapy, weight loss injections, or mental health support, readers rely on that information to make real-world choices.
That’s a huge responsibility – and one I don’t take lightly.
Credible content:
- Reflects current scientific consensus
- Acknowledges nuance and limitations
- Cites reputable sources
- Avoids fear-mongering or false hope
- Empowers readers to make informed decisions
Without those things, even the most beautifully written blog post is, at best, unhelpful. At worst, it can be harmful.
Why I Walk Away From Certain Projects
I’ve been approached by brands and businesses offering good money, significant exposure, or steady work, but their brief made it clear that credibility wasn’t part of the plan.
Here are a few red flags that tell me to politely decline:
1. “Don’t worry about sourcing – just make it sound confident.”
This is one of the biggest ones. If your priority is sounding authoritative over being accurate, we’re not aligned. Good writing can be both confident and evidence-based.
If you want to build long-term trust with your audience, “sounding sure” isn’t enough. You need to be sure.
2. Pressure to Exaggerate Benefits or Downplay Risks
I’ve seen briefs that request me to “highlight the positives and avoid mention of side effects” for a treatment or product. That’s not ethical, especially regarding health, wellness, or medical topics. Readers deserve the whole picture.
I won’t write copy that feels like it belongs in an infomercial, especially if it’s about something people will put in or on their bodies.
3. Outdated or Unverified Claims
I won’t regurgitate outdated claims like “detox teas flush out toxins” or “birth control causes infertility.” If the science doesn’t back it, I won’t either.
If you’re asking for content that repeats myths, pseudoscience, or scare tactics, I’m not the right writer for you.
4. No Room for Nuance
The truth is rarely black-and-white, especially in wellness. If your content needs to be simplified to the point of misinformation, we’ve got a problem.
I prefer to write content that educates without overwhelming, and simplifies without dumbing things down. That takes more work, but it’s worth it.
The Risks of Sacrificing Credibility
Let’s break it down. When credibility gets ignored, here’s what can happen:
You Lose Trust
Inconsistent or questionable information erodes trust. Once that trust is gone, it’s incredibly hard to get it back – especially in health-related fields.
You Risk Reputational Damage
Publishing misleading content can harm your brand’s reputation. Audiences are savvy, and many know how to fact-check. If you’re found to be bending the truth, people will call it out.
You Contribute to Misinformation
Every brand that puts out health content becomes part of a wider ecosystem. If you’re not contributing accurate, responsible information, you’re feeding a cycle of confusion, misinformation, and fear.
My Approach: Credibility First, Always
When I take on a project – whether it’s for a pharmacy, a health tech platform, or a mental wellness app – here’s how I prioritise credibility from the start:
I Use Source Materials or Clinical Guidelines
If a client has them, I ask for access to the original references, summaries of research, or product leaflets. If they don’t, I look them up myself using trusted sources like NHS Digital, NICE, EMA, or peer-reviewed journals.
I Write for Clarity Without Compromising Accuracy
You don’t need jargon to sound smart. You just need to be clear, honest, and respectful of the reader’s time and intelligence. That’s my writing style – and it works.
I Flag Anything That Sounds Misleading
If the brief suggests something that could be misinterpreted or misrepresented, I say so. I’d rather lose a project than help publish something that could do harm.
The Clients Who Do Prioritise Credibility
The good news? There are plenty of brilliant clients out there who care deeply about getting it right. They want content that’s clear, medically sound, easy to understand, and genuinely helpful.
They value writers who fact-check, ask smart questions, and write with compassion. Those are the people I love working with – and the partnerships that lead to long-term success.
If that sounds like you, we’ll get on just fine.
A Note to Fellow Writers
If you’re also a health or wellness writer and find yourself second-guessing a brief – trust your gut. Just because something is “standard marketing” doesn’t mean it’s okay to publish.
Here’s what I remind myself:
- You’re allowed to ask questions.
- You can say no to unethical requests.
- You don’t have to accept every job.
- Integrity is a better long-term business strategy than people-pleasing.
We all have bills to pay, and not every decision is easy. But when you’re trusted with someone’s health journey – even indirectly – you owe them your best work.
Final Thoughts
Turning down a project isn’t always easy, especially when you’re freelance. But for me, credibility isn’t negotiable. I won’t trade short-term gain for long-term regret.
If you’re a brand, business, or clinic looking for health and wellness content that puts evidence, empathy, and ethics at the heart of every sentence – you’ve found your writer.
Need Help With Trustworthy Health Content?
I specialise in writing patient-friendly, medically accurate, and conversion-focused content for wellness brands, online pharmacies, and healthcare platforms.
Let’s create content that informs and empowers – without compromising on trust.
Get in touch to chat about your project – email or book a free discovery call today.
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