An agency can produce attractive material while leaving technical accuracy to chance. Before publishing, establish a review process that identifies who can approve a claim and what evidence supports it.
Create a claim register
For important statements, record the source, product version where relevant, approved wording, and reviewer. Separate established capabilities from optional configuration, third-party integrations, and future plans. This makes later updates easier than relying on memory.
The FTC’s advertising substantiation policy provides background for the evidence review behind objective claims. Keep the supporting record available to the people approving publication.
Start with statements that materially affect a reader's decision. Record the exact wording and where the supporting information is held. If evidence is missing, mark the claim for clarification rather than treating silence as approval. Keep qualification close to the statement so it is not lost when the content is reused elsewhere.
Assign the right reviewers
Technical staff should check function and prerequisites. The service owner should check deliverability and scope. The business owner should approve commercial promises. Give each reviewer a specific question rather than asking everyone to edit every sentence.
| Review responsibility | Focus of the check |
|---|---|
| Technical reviewer | Capability, version, and prerequisites |
| Service owner | What the team can actually deliver |
| Business approver | Commercial statements and commitments |
| Publisher | Correct final text, links, and assets |
Review examples and images
Confirm permission to use customer names, screenshots, and outcomes. Remove confidential data from demonstrations. Clearly identify illustrative scenarios, and avoid invented customer quotes. Check whether an image shows an interface or product version that no longer matches the text.
The FTC’s personal-information guide is a useful reference when checking screenshots and examples for customer or employee information that should not be exposed.
Inspect the image and its caption alongside the claim it supports. Check for exposed names, account information, or other material that should not be published. Distinguish a hypothetical example from a documented customer result. Keep any required permissions with the asset record so later editors can understand the intended use.
Plan maintenance
Assign an owner and a review trigger for each important page. Product changes, discontinued services, revised pricing, and support-policy changes should prompt a review. Keep a record of what was approved and when.
Use a practical trigger such as a feature release or a change to the service scope, rather than relying only on someone remembering the page exists. Identify related pages that repeat the same claim. When a correction is made, update those locations together and record what changed so old wording is less likely to return in a future draft.
When comparing agencies, ask them to demonstrate this workflow on one proposed article. The product marketing selection guide covers broader fit; Your Expert Tech can help define technical review requirements for website work.