1 minute readReference note
What evidence should support a company’s online claims?
In brief
Credible positioning names a relevant strength and provides evidence proportionate to the claim. Promotional positioning asks the audience to accept the conclusion without that evidence.
An assessment tests the wording against the underlying work. “Experienced in complex migrations” can be supported by documented projects, the problems solved, and the role performed. “The most trusted provider” makes a much broader claim and needs evidence capable of supporting that comparison.
Match each claim to its subject, time, market, and observed outcome. Report a pilot's results at pilot scale and attribute a team member's earlier work to the organization where it occurred. Use those specifics to explain the firm's experience accurately.
Credible positioning also explains fit. Readers need to know which situations the capability addresses and which fall outside it. Specific strengths survive scrutiny more readily than interchangeable superlatives.