What would your visitor need to see before believing this promise?
Start with that question when you choose a testimonial, product sample or demonstration for your funnel. Match it to the exact claim on the page. Then ask what the material actually establishes, what it leaves unanswered and whether you can use it in that context.
A finished worksheet can show what someone receives. A demonstration can show how a task works. A customer comment can describe that person's experience. Each answers a different question. Choose the material that answers the question your visitor is asking.
The five fictional decisions below show how to make that choice. Use the accompanying worksheet to turn one page claim into an evidence record you can check before the page goes into a build brief.
Write the question behind the claim
Suppose you offer a stock-count guide for small shop owners. A visitor might be asking:
- What is in the guide?
- Can I see how to use its worksheet?
- Did someone like me use this particular guide?
- What supports the time-saving claim in the headline?
Write the exact page claim beside the relevant question. “Includes a shelf-count sheet” and “Cuts stock-count time in half” need different support. A screenshot of the sheet tells a reader something about its contents. It does not establish how much time that reader will save.
Keep the claim specific enough to inspect. If a sentence makes several promises, give each promise its own evidence record. You might have strong support for what the guide contains and no support for the outcome attached to it.
Separate what you observed from what you want to say
Find the original material before you write the proof section: the current file, complete recording, original message or underlying result record. A copied sentence in a design file is a poor place to start when you cannot trace where it came from.
Record what the material shows, who created it, when it was created and which offer it concerns. Keep your interpretation in a separate field. GOV.UK's user-research guidance makes a useful distinction between observed material and the findings drawn from it. Apply that distinction to your evidence notes. GOV.UK: Analyse a research session.
For example, a recording might show the creator filling in a sample worksheet. Your note should describe that observed action. “Customers find it easy” adds a conclusion about people who were not in the recording.
Look for limits as carefully as you look for support. Was the demonstration rehearsed? Was the comment about an older offer? Does the result record leave out a condition that changes its meaning? Keep those details with the material so the next person editing the page can see them.
Make one of four editorial decisions
Scroll horizontally to compare all columns.
| Decision | When to choose it | What happens to the page |
|---|---|---|
| Use within scope | The original material supports the exact claim, and its source and intended use are resolved | Include the relevant evidence with the context needed to understand it |
| Narrow | The material supports a smaller statement | Rewrite the claim to that smaller statement and check it again |
| Hold | A specific question about the source, meaning or intended use remains unresolved | Keep the material out of the page and assign someone to resolve the question |
| Omit | The available material does not support the claim, and you are not pursuing it for this page | Remove that claim or evidence block |
These are working editorial decisions. They help you decide what to draft, investigate or remove; they do not establish legal clearance or predict results.
Five fictional evidence decisions
Every business, file, observation and permission below is an assumed part of a fictional example. No real customer statement, outcome or product test is being reported. The proposed copy is business copy, not a customer quotation.
E01: A current file supports a contents claim
Proposed claim: “Includes a shelf-count sheet and reorder checklist.”
Assumed material: The offer owner has inspected the current stock-count guide and confirmed that both items are included. The owner created the guide and has cleared the selected excerpt for this page.
Decision: Use within scope. Show a readable excerpt beside the description of what the reader receives. Make clear whether the preview shows a blank sheet or an example with sample entries.
Limit: The file supports the contents claim. Its existence does not establish fewer inventory mistakes or faster stock counts. Keep those outcomes out of the copy unless you have appropriate evidence for them.
E02: A staged demonstration supports a process explanation
Proposed claim: “See how the shelf-count sheet works.”
Assumed material: The guide's creator records a walkthrough using sample products and invented inventory entries. The current worksheet is visible. The creator has resolved the intended public use of the recording and its included material. This is a prepared demonstration, with no customer taking part.
Decision: Use within scope. Label it “Example walkthrough using sample inventory.” Show the relevant steps and the resulting sample sheet.
Limit: The walkthrough can explain the process it shows. It does not establish that a new customer completed it independently or achieved a business result. Keep the sample label attached when the clip is reused elsewhere.
E03: A comment about a workshop does not establish a guide endorsement
Proposed claim: “Shop owners recommend this guide.”
Assumed material: A participant sent a positive comment about a previous live inventory workshop. The recorded permission covers the workshop page. The current offer is a self-paced guide. There is no comment about using this guide and no permission recorded for this new use.
Decision: Hold the comment out of the guide page. Record both unresolved issues: it concerns a different offer, and the intended use has changed. Use a current guide excerpt while those questions remain open.
Limit: New permission alone would not turn workshop feedback into a recommendation of the guide. Do not rewrite the object of someone's praise. If you later use feedback about the workshop in an appropriate context, identify the workshop accurately.
E04: One practice run does not support a speed comparison
Proposed claim: “Cut stock-count time in half.”
Assumed material: The creator took 12 minutes to complete one practice run with the worksheet. There is no comparable run without it. The creator already knows the process, and the record does not describe a range of shop sizes or user experience.
Decision: Narrow the claim to the demonstrated activity: “Follow a worked example of a shelf count.” Remove the time-saving comparison. Use the walkthrough only if its steps and sample conditions are available to inspect.
Limit: The fictional 12-minute observation supplies neither a baseline nor a typical completion time. Rewording it as “fast” would still leave the speed claim unsupported. Keep the duration in the internal record; it does not need to become a selling point.
E05: An untraceable screenshot cannot carry a revenue claim
Proposed claim: “This guide grows shop revenue.”
Assumed material: A cropped chart was saved in an inspiration folder. Its owner, metric, period and connection to the offer are unknown. The underlying record and permission to use it are unavailable.
Decision: Omit the chart and the revenue claim. Choose evidence you can trace, such as the current guide contents, if that supports the visitor's actual question.
Limit: A polished caption cannot supply missing provenance. Even a traceable revenue record would need examination before attributing a change to this guide. A result from another business, product or setting does not become evidence for this offer because it looks persuasive.
Keep customer material connected to its source
For a real customer comment, retain the original wording and enough surrounding context to understand it. Record the person, offer, date and what experience the comment describes. Keep a record of the agreed use, including the page or channel and any conditions. An unresolved permission field stays unresolved.
Separate private records from public material. Your internal evidence note can point to the original source without putting a customer's private message or contact details on the page. Prepare only the excerpt and attribution appropriate for the agreed use.
If an edit would change the meaning, leave the edited version out and resolve it with the source. If you paraphrase, make it clear that the wording is a paraphrase. Do not turn a summary into a quotation or let an assistant fill a missing evidence block with an invented endorsement.
Keep unfavorable details that affect the claim in the record. A limitation can change the sentence you choose to publish. Hiding it from the person writing the page leaves them with an incomplete basis for the decision.
Put the evidence where the question arises
Place a product excerpt beside the contents claim. Put a demonstration near the explanation of the task it shows. Give a customer comment enough nearby context to identify the offer and experience it concerns.
Keep the headline within the evidence's limits. A distant caption cannot make an unsupported headline accurate. If the qualification changes the promise, change the promise too.
Where a public source helps the reader check a factual claim, link to it near that claim. Google's guidance for helpful content includes clear sourcing among its trust-related self-assessment questions. That is a useful editorial check, without implying a ranking or conversion result. Google Search Central: Creating helpful, reliable, people-first content.
Recheck the match when the offer, file, claim, audience or permitted use changes. Evidence that fits an older workshop page may leave a new guide page with an unanswered question.
Complete one evidence record before your next build
Open the claim-to-evidence worksheet. Choose one important claim from your draft. Find its original supporting material, state the limits and choose an action. Give unresolved questions an owner and a next step.
The worksheet includes the five fictional decisions above and a blank record you can reuse. Filling it in records your thinking; inspecting the actual material is still part of the work.
For a ClickFunnels AI project, bring the approved wording, selected evidence, context and unresolved items into your brief alongside the agent guide, subject to its workflow and access requirements. Ask the builder to preserve those boundaries when arranging the page.
If you have no customer feedback yet, start with something the visitor can inspect: the actual resource, an accurate description of its contents or a clearly labeled demonstration. Choose one unanswered question and show the material you have that helps answer it.