Your audience is too educated and weary of companies who have unsubstantiated claims on their website. Unsubstantiated claims include “We’re the best at Customer Service” or "#1 in the Canada" – you’d better have an award, or a link to your QA/QC process for ensuring better customer service if you’re going to claim that. Or you will discredit yourself entirely.

Other ways of building evidence on your website:

-         Awards, Certifications

-         Guarantees

-         Examples (Anecdotes, customer’s words, case studies)

-         Statistics from collected polls (internal or external)