Before
Document the starting state with screenshots, crawl exports, ranking snapshots, analytics summaries, or customer-visible issues.
Proof pattern
Show enough evidence that the claim can stand on its own.
Replace these placeholders with real artifacts: client examples, crawl snapshots, screenshots, reviews, case studies, or public-safe metrics.
Change
Explain the focused work that improved the page, site, funnel, or technical foundation.
After
Show the measurable or inspectable result. Link raw QA evidence from `data/derived` when appropriate.