Inspect the customer’s path
Inventory every public proof claim with its source, date and publication permission. Include experience statements, equipment claims, ratings, certifications, testimonials and client logos. Mark unsupported claims for removal or verification. A vendor template containing “fully certified” or “number one” does not establish that the statement applies to this company.
A worked example
Fictional audit: a page displays a generic “five-star service” badge with no source, a stock fleet image and a real owner portrait. The portrait can remain with permission and context. The badge should be replaced with an accurately attributed review reference if available, and the stock image should not be captioned as the company’s fleet.
Choose the next action
Prefer concrete business information over unsupported superlatives. Explain the contact process, approved services and ownership clearly. Use customer quotations only with appropriate evidence and publication permission; preserve their meaning. If a credential matters to an operational decision, verify its current scope with the responsible person rather than relying on an old scan.
Check whether it worked
Review the published page for what a reasonable reader would infer. Check that dates, source links and captions remain accurate. Revisit proof when staff, equipment or affiliations change. A credible page supports an informed choice; it does not guarantee the customer will book or that a particular claim will improve rankings.
Put it to work
A record you can use
- Claim or image
- Evidence source and date
- Permission or rights
- Supported wording
- Review owner and expiry trigger
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.