Illustrative scenario: not a client case study
Separate Fact From Interpretation From Promise
The example combines several kinds of claims, including an unsupported superlative and a promise. Separate claims and substantiate factual statements so readers can assess what each one means.
Use only verified facts about the organisation, and describe its actual services and scope accurately. Label opinion or promises clearly; do not present an illustrative statement as a fact about the organisation unless it is documented.
Show Real Authorship, Not an Anonymous "We"
Naming the responsible person or organisation and describing their role can help readers assess accountability. It does not guarantee that a journalist or an AI product will cite the page.
This doesn't mean every blog post needs a full biography. It means the site as a whole should make clear who stands behind the claims, through a consistent about page, named contacts for specific services, and content that reads like it was written by someone who actually does the work described.
Use Primary Evidence Instead of Restating Received Wisdom
When making claims about a market or audience, identify a source that actually supports the statement. If no suitable evidence is available, qualify or omit the claim rather than repeating an unverified assertion.
Where you can, cite something checkable: a specific, named piece of public guidance, such as Google's published guidance on AI features and websites or Bing Webmaster Guidelines, a government portal's stated licensing requirements, your own direct observation from work you've actually done, or a clearly labelled opinion. Do not invent a statistic or a study to sound more authoritative; an invented number is worse than no number, because it eventually gets checked and damages trust when it doesn't hold up.
Keep a Claim Register So You Know What You've Said
can help the team identify where a fact appears and which pages may need review when it changes.
Review the register whenever a core fact changes, pricing, service scope, team size, credentials, and update every page that states it, rather than fixing the page someone happens to notice. This is the same discipline as entity clarity, applied to claims rather than identity facts.
Write Numbers and Dates the Way a Citation Needs Them
For a changing number, record its source and relevant date so a reader can judge its context and whether it remains current.
State operational commitments only when the responsible owner can verify that they are current and routinely met.
Make Corrections Easy to Find and Trust
helps readers see when the information was reviewed and what was corrected; it does not predict whether an external party or product will use the page.
Build a light process: when a factual error is found, fix it, note the date of correction where appropriate, and check whether the same error was copied onto any other page. Treat a caught mistake as useful information about where your content process needs tightening, not as an embarrassment to bury quietly.
What to take away
- Separate verifiable fact, interpretation and promise into distinct sentences.
- Name the responsible person or organisation and describe their role accurately.
- Cite real, checkable evidence, never an invented statistic or study.
- Keep a claim register so facts stay consistent across every page.
- Attach a source and, where relevant, a date to every number you publish.
- Show when a page was last reviewed and correct errors visibly.
Frequently asked questions
Does this apply to every page, or just blog articles?
Use clear, sourced information wherever readers need to make or check a decision. Different page types can need different levels of detail.
Isn't separating fact from promise just weaker marketing copy?
It makes the basis of a statement clearer; whether a particular message persuades depends on its audience and context.
What counts as a "primary source" for a UAE business?
Your own direct experience and data, official government or regulator guidance, and named, dated, publicly verifiable publications from recognised platforms, such as search engine guidance documents. Secondhand marketing claims repeated across other agencies' blogs do not count.
How often should the claim register be reviewed?
Review it when a material fact changes and set a further cadence based on how often the claims on the site can change.