Choose the change you can observe
State what the comparison is intended to show: a cleaned surface, a reorganized page or a repaired contact route. Use an observation that matches the work you performed. Avoid framing the comparison around a broader outcome you did not measure.
Write the starting question before collecting images or figures. This keeps the evidence focused and helps you identify which conditions need to remain comparable.
Capture a usable baseline
Record the date, scope and relevant conditions before work begins. For images, use a comparable view and explain differences in lighting or angle. For website behavior, note the page, device and task attempted.
Preserve the baseline separately from edited presentation assets. If the original is lost, it becomes harder to verify whether the comparison still accurately represents the work.
Document the intervention
List the tasks actually performed, the boundary of the job and any additional changes that occurred. A short work log helps a future reader understand what connects the before and after observations.
If several parties changed the same system, identify that context. Do not assign every improvement to your work merely because your activity happened during the period.
Collect a comparable ending observation
Repeat the original observation as closely as practical and record remaining differences. If the baseline was a mobile enquiry task, repeat that task rather than showing a desktop screenshot of the new page.
Check for unfinished work and exceptions. A representative ending observation should not hide a known limitation that materially affects how a customer interprets the result.
Write a claim within the evidence
Describe the observed change plainly. A form now delivering the test request supports a routing statement; it does not establish higher sales. A photograph may show cleaner surfaces while revealing nothing about durability or safety.
Keep relevant qualifications beside the comparison. Choose a caption that explains scope and conditions rather than relying on dramatic visual presentation to imply a larger result.
Publish only approved material
Obtain permission for the identifiable customer information, assets and context you intend to show. Remove faces, addresses and other details when they are unnecessary. Review whether cropping changes the meaning or removes a needed qualification.
Maintain the evidence file and published version together. If new information reveals a problem with the claim, revise the public description and record what changed.
Illustrative contact-route repair comparison
A hypothetical website provider records a test form submission that displays an error and fails to reach the designated inbox. The work log documents a corrected destination configuration. Afterward, the same task on the same device produces a stored test record and notification.
The caption says the tested route delivered after the configuration repair. It does not claim additional customers or revenue, and the test data are clearly labeled. Other enquiry routes remain outside the scope. This is an illustrative evidence structure, not a measured client case.
What a routing repair demonstrates
Before
Test request failed
Work
Destination configuration repaired
After
Same test stored and notified
Claim limit
Routing evidence, no revenue measurement
Illustrative comparison connects the same test task to a bounded delivery claim.
Your practical checklist
- Name one change the comparison can show.
- Preserve the original baseline.
- Match observation conditions where practical.
- Record the actual intervention and other changes.
- Repeat the same customer task.
- Keep claims within observed evidence.
- Obtain publication permission and retain context.
Your next action
Create a before/work/after evidence record for one sample task and write a caption limited to what it proves.
Questions about this task
Can I improve image lighting for presentation?
Avoid changes that make the comparison misleading. Preserve originals and explain material differences in observation conditions.
Does an improved graph prove my work caused growth?
A sequence alone does not establish causation. Record other changes and use a claim appropriate to the evidence and measurement design.
Sources and editorial notes
Prepared with AI-assisted research. Official sources are linked below; worked examples and checklists are Getting Found Local recommendations, not measured client outcomes.
Sources checked October 13, 2026. Platform interfaces and local resources may change; follow the current instructions on the linked official page.
- FTC: Advertising FAQs — a guide for small business ↗
- FTC: Protecting Personal Information — a guide for business ↗
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