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.
- 01Verify every quote, logo and metric
- 02Check permission and attribution
- 03Separate representative examples from aggregate claims
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.
- 01Use specific customer context and outcomes
- 02Link to public evidence where appropriate
- 03Label pilots, samples and estimates honestly
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 the quoted customer to approve final wording
- 02Check that claims remain current
- 03Remove proof whose source cannot be established
Common pitfall
A shortcut to avoid
AI-generated testimonials and borrowed customer logos create legal and reputational risk, not legitimate proof.
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.