IOU
Reads the public pages at that address. Nothing is saved.
What to ask
Pages read
Some pages took too long to come back, so they are not counted here.
IOU reads the words, not the business. It splits the text into sentences and looks for nine kinds of promise. A sentence that makes any of them counts as one promise.
| Promise | Sounds like |
|---|
The proof test. IOU takes the promise words out of the sentence and looks at what is left. If a number is left, the promise is Backed. If not, it is an IOU. So "within 24 hours" is the promise, and "median reply 52 minutes last quarter" is the proof.
A sentence that repeats across pages, like a line in the footer, counts once, with every page it was on.
It is a language check. A backed promise has a number beside it. The number still has to be true.
Paste runs in this page and sends nothing. Website sends the address, the public pages are read once, and their text comes back to this page to be counted. Nothing is saved. The page records that it was opened and that a count ran, with no address and no text.
Questions
How do I know if my website makes promises I can't keep?
Read every line that says fast, always, guaranteed, best, or free, and ask what number proves it. If you cannot point to one, it is an IOU. Paste your site above or enter its address to see every promise it makes and which ones carry proof.
What makes a website claim believable?
A number a customer can check. "Fast service" asks to be trusted. "Median reply 52 minutes last quarter" can be checked. Specific claims also tell the reader you measure the thing you are promising.
Why does "same-day service" count as an IOU?
Because the sentence makes the promise without showing it is kept. Add the share of jobs that actually finished the same day, and it becomes a backed promise.
What are vague marketing claims?
Claims with nothing a customer could check: quality, trusted, best, fast, affordable, like family. They are common because they are easy to write, and every competitor writes the same ones.
Is it bad to say "guaranteed" on my website?
A guarantee is a strong promise and customers will hold you to it. Say exactly what is covered, for how long, and how to claim it. If you can, say how often people use it. A guarantee nobody understands reads as a slogan.
Should I say "the best" on my website?
Only if you can say by whose measure. A rating, an award with its name and year, or a count of customers gives the reader something to check. "The best" on its own is the most common claim on small business sites and carries the least weight.
How can I make my small business website more trustworthy?
Replace adjectives with numbers. Show response times, years in business, review counts, how many jobs you did, and what happens when something goes wrong. Name your licences and where a customer can look them up.
Can I get in trouble for false claims on my website?
Advertising claims generally have to be truthful and you should be able to back them up. The rules vary by country, so check what applies where you sell. This tool checks language. It is not legal advice.
What promises should a service business make on its website?
The few you keep every time and can measure: when you show up, how fast you reply, what the price includes, and what happens if the work is not right. Fewer promises with proof beat many without.
Does IOU store my website or what I paste?
No. Pasted text never leaves your browser. For a web address, the public pages are read once to get their text, the text comes back to your browser to be checked, and nothing is saved.
Why can't IOU read my website?
Some sites build their pages in the browser, so there is no text to read from outside. Some ask tools not to read them. Either way, copy the words from your site and paste them instead.
How does IOU decide if a promise is backed?
It finds sentences that make a promise, such as speed, guarantees, price, quality, or trust. It removes the promise words, then checks whether what is left contains a number. A number means the sentence shows something checkable. No number means it is an IOU.
Can I check a competitor's website?
Yes. IOU reads public pages the same way for any address. It is a useful way to see how your promises compare with theirs.