A percentage, an award or a big revenue figure is often the line a visitor remembers, so it has to hold up when a buyer asks about it. The reader should be able to tell what happened, when it happened and whose results the figure describes. An evidence ledger keeps those details attached to the claim as it moves between pages and campaigns.
At Trojan Digital Marketing we hold our own published numbers to these checks. A ledger works well alongside the AI Answer Kit and the process in our business facts guide. If you'd like us to read your claims with you, the first strategy call is free, and during business hours we aim to reply within five minutes.
Start with the statements that carry the most weight
Read the homepage, service pages, case studies, and sales material. Collect statements that a buyer might rely on: performance percentages, revenue totals, years of experience, certifications, geographic coverage, service guarantees, and comparisons with competitors. Include a claim even when it appears only in an image or a short caption.
Do not treat every sentence as equally demanding. A description of the service process needs the right operational owner. A numerical growth claim needs the underlying definition and calculation. A public award needs the awarding body and relevant date. Match the evidence to the kind of statement.
Use a small, explicit record
| Field | Purpose |
|---|---|
| Exact claim | Identify the wording being approved |
| Source and location | Make the supporting material findable |
| Period and scope | Show which project, customers, or geography it describes |
| Calculation or definition | Explain how the number was obtained |
| Owner and review date | Assign responsibility for keeping it accurate |
| Approved wording and uses | Prevent the claim expanding as it is reused |
Keep the exact source passage or record location in your internal notes. A link to a long report's homepage may be insufficient for a reviewer to reproduce the result. If the evidence is private, record where an authorized reviewer can find it without publishing confidential customer information.
Check the denominator and the comparison
Consider a hypothetical website whose monthly visits rose from 400 to 600 across two defined periods. The increase is 200 visits, or 50% relative to the starting value. That does not establish a 50% increase in leads or sales. The metric name is part of the claim, not a label you can swap to make the result more persuasive.
If the claim is an average, ask which projects are included and how the average was calculated. If it is a total, check for overlapping periods or repeated records. If it compares percentages, decide whether the useful statement is a percentage point difference or a relative change. Show the original values when a ratio might obscure the scale. Here's a real one from our own records. Garrison, the microsite software from Trojan Digital Marketing, runs our Indiana residential roofing websites. The original 200 brought in 11 calls and form inquiries from June 29 through August 31, 2026. On October 1, Jeff Clerisier, our founder, took the 88 sites added later out of that denominator, since they weren't part of that group.
When an initial value is zero, a conventional percentage increase cannot be computed by dividing by that baseline. Report the actual change. Avoid turning undefined arithmetic into an extraordinary growth headline.
Distinguish what happened from what was planned
- Event → record
- Define the event and check the record.
- Meaning → decision
- Review the business meaning before acting.
An announcement can be valuable evidence of intent. It is not automatically evidence of completed spending, operating capacity, or jobs already created. Similarly, a forecast describes an expectation rather than an observed outcome. The ledger should preserve that status in the approved wording.
Pick verbs with care, because “announced,” “expects,” “reported” and “measured” each say something different about the evidence. A page can remain confident while using the right verb. Readers gain more from an accurate account of an opportunity than from a larger claim that loses its meaning when examined.
Keep customer results within their actual scope
A successful project is a useful case study. Explain the starting situation, work performed, measured period and resulting change. We edit every video on the Jerry Super YouTube channel. When we describe that channel's growth, we say it grew while we edited every video, and we don't claim every view. Do not turn one client's result into a guarantee for a new prospect.
Also distinguish client identity from agency identity. A customer may have a certification, ownership attribute, or sector specialization that does not belong to the agency serving them. Label client work clearly wherever it appears, including captions and structured data.
Review the source, not just the presence of a link
A source link should support the precise statement beside it. Check its geography, time period, units, and whether it is reporting original data or repeating another publication. If the source cannot support the wording, narrow the wording or find the correct evidence.
Google's structured data guidance also requires accurate, relevant representation. Do not put a broader claim into hidden markup than the one you can responsibly state to a person. The same ledger can supply the facts for both presentations.
Define what happens when evidence expires
Some facts remain stable for years; others change quickly. Set review triggers appropriate to the claim. A phone number changes when the business changes it. A campaign result remains a historical fact if its date stays attached. An availability statement needs review when capacity or policy changes.
When a claim cannot be verified, remove or qualify it across every known use. A ledger with page locations makes this manageable. Keep the business identity record synchronized so the factual foundation does not drift between pages.
Use the AI Answer Kit to assemble approved facts and supplied references. For a broader decision framework, read how to choose a digital marketing agency. For search and AI visibility work, we'd want each claim on your pages checked against its source first, with the result and its limits kept side by side.
