Evidence review
What to inspect before changing anything
Start with the delivered website and the real user journey. Record the current state so the team can distinguish an observed problem from an assumption and compare the same surface after deployment.
- 01Highlight claims that could describe a competitor
- 02Find repeated adjectives without proof
- 03Check whether the product is clear above the fold
Implementation
A practical improvement plan
Make the smallest coherent change that solves the observed problem. Keep normal code review, accessibility, security and product checks in the loop instead of optimizing for the scan alone.
- 01Name the user and concrete job
- 02Explain how the product creates the outcome
- 03Replace unsupported claims with evidence or narrower language
Verification
How to verify the result
Verification should test the intended outcome and the most likely regression. Use the production delivery path whenever headers, caching, rendering or third-party services affect the result.
- 01Ask new visitors to describe the product
- 02Compare claims with actual product behavior
- 03Review every statistic and testimonial source
Common pitfall
A shortcut to avoid
Adding more energetic adjectives makes generic copy louder rather than more specific.
Further reading
Primary guidance and references
These sources provide standards, security guidance or the interpretation framework used to keep this guide bounded. Product-specific implementation still requires review in the actual codebase.