# A B2B website claim needs the right kind of evidence

Websites often place logos, testimonials, screenshots, statistics, and process diagrams into one general category called proof. They answer different questions and should not be treated as interchangeable.

# Match evidence to the claim

A service claim may be supported by a documented method. A capability claim may need an inspectable implementation. A result claim needs a source, timeframe, scope, and distinction between measured and client-reported outcomes. A named point of view belongs to the person and role responsible for it.

Record the canonical source, approval, public wording, owner, review date, and pages where the evidence appears. If the source does not support the stronger version of a claim, narrow the claim rather than decorate it.

# Design the maintenance route

The content model should keep evidence connected to relevant services, people, industries, and work. When a record changes, editors need to know which public pages inherit it and which still contain manually written references.

Norml Studio’s website case studies provide a public place to inspect project work and the decisions presented as evidence rather than relying on one undifferentiated portfolio statement.

Published by Norml Studio. Prepared by Max Tymoshyn, Founder, CEO, and Architect at Norml Studio. This note describes an evidence model and does not state that every case study contains identical measurements.