One inaccurate claim costs you the rest
"A reader who catches one stops believing the others, though they rarely tell you which one they caught."
Which assertions get extracted
Every factual assertion, pulled from everywhere it appears rather than only from the homepage. Certifications, licenses, memberships and accreditations. Awards and rankings, plus founding dates and years in business. Client counts, staff numbers, locations served. Capabilities and equipment. Guarantees and turnaround promises. Superlatives and comparative claims. The extraction covers the website, printed collateral, the email signature, the quote template, social profiles, directory listings, video, and anything a supplier published in your name.
Verified against a primary source, never against your own material
The certifying body’s register. The award issuer. The companies registry. The membership list. Not your own site, and not a third party repeating your own site, which is the most common false positive we find. A directory listing quoting your claim back at you is not corroboration. Each assertion is recorded as current, lapsed, unverifiable, or overstated relative to what the source shows. Nothing beyond that.
Superlatives get the hardest look
Number one. The best. The leading. The only. The largest in the region. These are the claims most likely to have been inherited from a decade ago, repeated ever since, and never re-examined. They are also the easiest for a competitor or a customer to disprove, which makes them a liability out of proportion to the value they add. The question is not whether the claim is defensible in principle. It is whether anybody could produce the evidence today if asked.
Lapsed is the quiet one
The category that surprises clients most often is not the exaggerated claim. It is the one that used to be true. A certification nobody renewed. A membership that ended when a subscription lapsed. An award from a scheme that no longer runs, or a capability the business genuinely had before a piece of equipment was sold. None of it was dishonest when written, though all of it is inaccurate now. It survives longest in the places nobody edits: video, printed material, the footer, and a supplier’s page about you.
Where inaccuracy ranks in the report
Anything lapsed, unverifiable or overstated goes to the top regardless of its design significance, because credibility is what every other finding depends on. A palette recommendation matters less than a claim nobody can substantiate. Where a claim depends on something outside our competence, we say so and stop. You take it from there.
Where claim work connects
Spoken claims that nobody has transcribed are covered in brand voice. Claims made by suppliers in your name are covered in duty of care. Whether a true claim is also distinguishing is covered in competitive position. And claims the machines make about you, which you never made yourself, are covered in AI brand perception.
How the engagement runs
Screen shared sessions, working through registers and issuing bodies alongside you rather than reporting conclusions afterward. If nobody has checked your certifications against the issuing register since the day they were awarded, that check is worth running before a customer runs it for you.