Vague marketing claims like "much faster" or "industry-leading" tell the reader nothing they can verify. They read as opinion, not fact, so people discount them and AI answer engines skip right past them.
There is evidence for this. Nielsen Norman Group found that 79% of users scan pages rather than read them word-for-word (Jakob Nielsen, 1997). A concrete figure like "200ms" survives that scan; a vague "much faster" does not.
Whenever you write a claim about performance, cost, scale, or results, ask "what is the number?" If you cannot answer, the claim is not ready to publish.
Swap subjective adjectives for measured facts:
Our tool is much faster than the competition.
❌ Figure: Bad example - Bad example - a vague claim with nothing to verify
Our tool renders the report in 200ms — roughly 3× faster than Competitor X (benchmark).
✅ Figure: Good example - Good example - a specific number tied to a linked source
A number is only as trustworthy as its evidence. Link each statistic to the benchmark, study, or dataset it came from so readers and AI search tools can confirm it and cite it with confidence. For your own independent statistics, make available details on the methodology used and how to reproduce it.