Free tool · Differentiation Evidence Audit · about 30 minutes Keep. Prove. Delete.

Paste five claims from your website. Score each from 0 to 2 on three tests, and the page totals every claim out of 6 and the page out of 30.

Five claims

Three tests

Totals out of 30

No sign-up

1 · Claim 1

The claim, exactly as written (Claim 1)True: 0 not true, 1 partly, 2 fully (Claim 1 true)Checkable: 0 no, 1 a buyer could ask, 2 the evidence is shown (Claim 1 checkable)Valued: 0 no, 1 some buyers, 2 buyers cite it (Claim 1 valued)The evidence you have or must collect (Claim 1 evidence)

2 · Claim 2

The claim, exactly as written (Claim 2)True: 0 not true, 1 partly, 2 fully (Claim 2 true)Checkable: 0 no, 1 a buyer could ask, 2 the evidence is shown (Claim 2 checkable)Valued: 0 no, 1 some buyers, 2 buyers cite it (Claim 2 valued)The evidence you have or must collect (Claim 2 evidence)

3 · Claim 3

The claim, exactly as written (Claim 3)True: 0 not true, 1 partly, 2 fully (Claim 3 true)Checkable: 0 no, 1 a buyer could ask, 2 the evidence is shown (Claim 3 checkable)Valued: 0 no, 1 some buyers, 2 buyers cite it (Claim 3 valued)The evidence you have or must collect (Claim 3 evidence)

4 · Claim 4

The claim, exactly as written (Claim 4)True: 0 not true, 1 partly, 2 fully (Claim 4 true)Checkable: 0 no, 1 a buyer could ask, 2 the evidence is shown (Claim 4 checkable)Valued: 0 no, 1 some buyers, 2 buyers cite it (Claim 4 valued)The evidence you have or must collect (Claim 4 evidence)

5 · Claim 5

The claim, exactly as written (Claim 5)True: 0 not true, 1 partly, 2 fully (Claim 5 true)Checkable: 0 no, 1 a buyer could ask, 2 the evidence is shown (Claim 5 checkable)Valued: 0 no, 1 some buyers, 2 buyers cite it (Claim 5 valued)The evidence you have or must collect (Claim 5 evidence)

Use only evidence you can document and have permission to state. Never round up or invent. Nothing you type leaves this page.

Your evidence audit

Then test it

Rewrite your first paragraph using only the claims you kept, and put the evidence beside each one.

The method is in The Brand Code: Differentiation Is Evidence, Not Adjectives, How to Differentiate a Service Business and Differentiation Evidence Audit.

Questions

What counts as evidence?

A named method, a measured result with its measure and source, a fact about how you work, a visible choice or a reference a buyer can contact.

What if a claim is true but buyers do not value it?

Drop it from the front of the page. It may still support the claims buyers care about.

Where do I find my claims?

On your homepage, About page, proposals and LinkedIn summary. Copy them word for word.

How often should I audit?

Every six months, and after any change to the offer.

Is my page saved?

Only in your browser, on this device. Nothing is sent to us.

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Next step

Evidence needs a position to sit in.

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