List every claim on a service page, put its proof within one scroll, and find the claims that have nothing under them.
One map per service page. Fill the proof inventory first, then the claim table. If a claim has no proof you can show, rewrite it as what you do or remove it.
Check the finished page on a phone. The order on the map is the order on the screen, and each claim should still be next to its proof.
flowchart TD
A["1. Credibility line"] --> B["2. Inline evidence"]
B --> C["3. Deliverables"]
C --> D["4. Limits"]
D --> E["5. Risk reducer"]
1. Page
Page URL and service name
Who this page is for (one sentence)
The one call to action (CTA) and where it goes
2. Proof inventory
List what you actually have. Zero rows is a valid answer. Do not add a row you cannot show.
Proof item
Type
Can we show it? (permission, date)
Supports which claim
Types used: artifact link, permissioned fact, quote, process description. Not "trusted by" with no context
Any figure has who measured it, when, and what it does not prove
3. Claim to proof map
One row per claim a reader would repeat to a colleague. Position numbers: 1 credibility line, 2 beside the claim, 3 process, 4 limits, 5 before the CTA.
Claim
Position (1-5)
Proof on the page
Within one scroll? (Y/N)
Every N is fixed: proof moved next to the claim, or the claim is rewritten or removed
4. Five positions check
Under the headline: one specific, checkable line (not "industry-leading")
Beside each major claim: one piece of evidence tied to that exact claim
In the process: named deliverables at each step, not adjectives
At the objection: scope limits and exclusions in plain words
Before the CTA: what happens next, who replies, by when. No new claims here
5. Phone check
Claim and proof are still adjacent when blocks stack
No auto-advancing carousel carries proof. The strongest item is plain text
Proof that affects the decision is not hidden behind a tab by default
First screen stays light. A proof image above the fold is checked as the Largest Contentful Paint (LCP) element
6. Reviews and markup
Testimonials about our own company: read Google’s review snippet guidelines on self-serving reviews before adding structured data