Finding the proof gaps on your landing page

A proof gap is any claim on your page that a skeptical visitor would ask "says who?" about.

Audit in three passes

1. Highlight every claim. "Fast", "trusted", "the best", "saves hours".
2. Ask what supports it. A review, a number, a demo, a guarantee, a credential.
3. Fix or soften. Add real evidence, make the claim more specific, or remove it.

What counts as proof

• Real customer quotes with permission
• Specific, verifiable numbers
• Demos and screenshots of the actual product
• Clear policies (refunds, cancellation)

What doesn't

Invented testimonials, unverifiable statistics and fake urgency. They might lift a number briefly — and they erode trust permanently.