This is the peer reviewed version of the following article: Alexander, K., Fahey Palma, T., Nicholson, S. and Cleland, J. (2017), ‘Why not you?’ Discourses of widening access on UK medical school websites. Med Educ, 51: 598–611. doi:10.1111/medu.13264, which has been published in final form at https://doi.org/10.1111/medu.13264,. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.