Every factual claim needs a source or a flag.

What counts as a claim

Anything a reasonable person could check or dispute. Years in business, team size, credentials, licences and their numbers, insurance, service areas, response times, guarantees, prices, awards, media appearances, and any sentence beginning with the word we. Superlatives get treated as claims too, because best and leading are assertions someone may ask you to support.

The correction loop

• Extract every name, date, credential, location, service, outcome, and policy claim from the draft.
• Attach a source to each one, or mark it CONFIRM for you to answer.
• Check that repeated facts agree across every page. Contradictions between two pages are the most common defect and the easiest for a skeptical reader to find.
• Send you one fact sheet to redline rather than making you hunt through twenty pages.
• Run the sweep again after your corrections land, because corrections introduce their own errors.

Claims I will not write

Ranking guarantees. Outcome promises in regulated trades. Testimonials or reviews that no real customer left. Certifications, licences, or affiliations I have not seen evidence of. Statistics without a source. If a claim would help the page and cannot be supported, the page gets weaker and stays true.

Where a trade has advertising rules, such as law, medicine, or a licensed trade with state requirements, the wording gets checked against those rules rather than guessed at, and anything genuinely uncertain goes to your professional advisor before it publishes.

Why this matters more now

AI assistants read your site and repeat what it says. An unsupported claim used to sit quietly on a page nobody read. Now it can be restated as fact to a customer who asked a question, with your business named as the source. Accuracy stopped being a legal hygiene issue and became part of how the business is described to people who never visit the site.