Proof beats adjectives.

Show something a buyer can examine

A relevant example, a clear explanation of the work and an identifiable source of a testimonial are more useful starting points than a row of unsubstantiated superlatives. Your proof should relate to what the customer is choosing you to do.

When a project is your own demonstration, say so. When a redesign is a proposal rather than commissioned work, say that too. These are still legitimate ways to show your thinking. They simply prove different things.

Separate appearance from outcomes

A before/after image can show a change in layout, readability, content hierarchy or visual style. It cannot, by itself, establish an increase in sales. That requires appropriate outcome data, a time period and an honest account of other changes that could have influenced the result.

Avoid attaching a percentage because it makes the layout look finished. Empty evidence does not become stronger in a very handsome font.

Use permission and context

Before publishing client work, confirm your right to show it and the accuracy of any attribution. Do not imply that a business approved a speculative concept. Remove private information and be careful with screenshots that contain names, orders or account details.

This lesson is a publishing checklist, not a complete legal review. Australian misleading-claims guidance is a relevant starting point; rights and contractual obligations depend on the material and circumstances.

A practical checklist

• Label concept work next to the example, not only in a distant footer.
• Connect any results claim to evidence, dates and limitations.
• Confirm rights and remove personal or confidential information.