Beware Unsubstantiated Claims On Your Website
Your audience is too educated and weary of companies who have unsubstantiated claims on their website. Unsubstantiated claims include “We’re the best at Customer Service” or “#1 in the Canada” – you’d better have an award, or a link to your QA/QC process for ensuring better customer service if you’re going to claim that. Or you will discredit yourself entirely.
Other ways of building evidence on your website:
– Awards, Certifications
– Examples (Anecdotes, customer’s words, case studies)
– Statistics from collected polls (internal or external)