Audit your homepage like a skeptical buyer would

A positioning and claims review that grades your copy against the 22 Immutable Laws of Marketing and checks every number, logo and "compliant" against the evidence you actually have. Free Claude skill.

Where it came from: A positioning audit across my sites that stripped out every stat I couldn't prove.

There's a moment in every small company's marketing when someone writes "trusted by hundreds of teams" because it sounds like what a real company would say. Then a ticker gets added. Then a toast that pops up saying someone in Ohio just signed up. Each one feels harmless. A careful buyer sees all of it, and once one claim looks invented, they stop believing the others.

claim-audit reads your site the way that buyer does. It asks two questions: does the page own one clear idea, and is every claim on it true and provable today?

Read the full article on soxoa.com

Install

/plugin marketplace add johnarndt/soxoa-claude-plugins
/plugin install soxoa-ops@soxoa-plugins

Download claim-audit.zip View on GitHub

View SKILL.md

---
name: claim-audit
description: "Use when a user wants their website or marketing copy checked for positioning and for claims they cannot back up. Triggers include 'audit my homepage', 'is my positioning clear', 'what word do we own', 'check our marketing for fake stats', 'are these claims defensible', 'make this sound less like every other AI company', or 'review my landing page before launch'. Grades live copy against the 22 Immutable Laws of Marketing, runs a five-second test, and lists every number, testimonial, logo or compliance word with its evidence or a fix."
---

# Claim audit

Two questions about a site's copy: does it own one clear idea in the buyer's mind, and is every claim on it true and provable today? The second matters more. An invented stat costs more trust than it ever earns.

## Inputs

- The pages to audit: a live URL list or the source files. Include page titles, meta descriptions, social preview text and structured data. Old positioning often survives there after the page copy changed.
- What the business can actually prove: real counts, real customers who agreed to be named, certifications held, dates. Ask for this up front. Anything not on the list is treated as unproven.

## Workflow

1. **Five-second test.** From the top of the homepage only: who is it for, what does it do, why this one? Write the answer a stranger would give. If it differs from the owner's intent, that is finding one.
2. **Own-a-word.** Name the one word or short phrase the brand could own, and the open niche it can lead. Note every competing idea on the page that dilutes it.
3. **Laws pass.** Grade the copy against each of the 22 Laws (Ries & Trout) as PASS, WEAK or VIOLATION with one line of evidence quoted from the page. Skip a law only if it plainly does not apply, and say so.
4. **Claim ledger.** List every claim of fact: numbers, percentages, customer counts, logos, testimonials, case studies, awards, "compliant", "certified", "guaranteed", "trusted by", live tickers and toasts. For each:

| Claim | Where | Evidence on hand | Verdict | Fix |
|---|---|---|---|---|
| "Trusted by 363 companies" | home hero | none | remove | "Built and run by <founder>" |

Verdicts: `keep` (evidence matches), `reword` (true but overstated: change "compliant" to what was observed, change "guaranteed" to what is promised), `remove` (no evidence).
5. **Fix list.** Ten fixes at most, ranked by impact, each with the file or page and the replacement copy. Put metadata fixes (title, description, social preview, structured data) near the top.
6. **Keep list.** What already works and should not be touched.

## Rules

- No new claims. Replacement copy may only use facts from the evidence list. If the honest version is weaker, say so and offer a vision-led line instead ("what we are building") rather than inventing traction.
- Quote the page exactly; do not paraphrase evidence.
- Label inference as inference. Competitor or channel guesses are not findings.
- Compliance, legal and security words get the strictest bar: observational wording unless a current certificate or opinion exists.
- Do not publish or deploy changes. Deliver the audit and, if asked, a diff for review.