Distinguish visible website evidence from assumptions about outcomes
Compare services, prices, evidence, and enquiry steps for the same task. Appearance and public content do not reveal sales, enquiry rates, or profit.
Find missing explanations on your own site rather than copying visible differences as proven solutions.
Use the same task for comparison
Record scope, price components, preparation, and contacts for an equivalent assignment, with date and URL.
Note scope differences behind similar prices. A visual opinion is not customer outcome evidence.
Validate gaps with your users
Compare candidate explanations with your enquiries and user tasks. Treat unsupported opinions as assumptions. (GOV.UK — Learning about users and their needs)
Write from actual services and evidence without copying or implying you provide a competitor’s offer.
Choose a concrete edit and task test
Add included work and quote requirements when pricing is incomplete. Revise enquiry and reply instructions when contact is ambiguous.
Log changes and test the same task. Use defined internal periods and units for outcome measurements.
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