Which parts of the scan should I treat as evidence, not a guarantee?

The parts that count as evidence are the concrete things your scan can actually confirm: what facts are clearly exposed, where those facts clash or are incomplete, whether you have useful Q&A, visual examples, structured information, and any structured outputs. Treat those as evidence of readiness and gaps, not as a promise of results. Use that evidence to create a short action list you can walk a client through: fix the facts first, add or improve Q&A, add visual examples, add structured information and freshness. Then run a quick re-check to see what moved. Remember that discovery, retrieval and referrals are signals you can observe. They are evidence points, but they don't prove a sale or lead.