The whole agreement, in the words it actually works in.

TheyName is Charlie Kaylor, working alone. There is no team and no account manager, so the person who builds your site is the person who answers your email.

I work from the United Kingdom and most of my clients are in the United States. I am saying so here rather than leaving you to work it out, because it changes one practical thing: I am five hours ahead of the east coast, so an email sent at the end of your day is usually answered before you start the next one.

A website, built once and signed over to you on the day it goes live. After that, site care each month keeps it running if you choose it. The dashboard (your business dashboard, or the practice dashboard for a clinic) is the step up from site care, at go-live or later: it includes everything site care does, plus the follow-up described below. SEO and AI search can take the place of site care too, and also includes what site care does. A cosmetic dental practice can take the practice dashboard too, and what it does for a practice is described under what the dashboard buys.

If you don't choose site care, the build price includes a normal handover at launch: the agreed site deployed to an account you control, your access to it, the source code, and plain instructions for running it. Before we agree the build, I explain any hosting or other third-party service charges the site needs, and you pay those to the provider directly. There is no handover fee. An unusual migration or extra training is scoped and priced in writing before I do it.

The smallest build is the one-page redesign: the page most people land on, usually your home page, redesigned and built, with the rest of your site left as it is. It goes live within two weeks of your picking a direction and my receiving your content. Which page it is, and its price, are written down before you pay.

Then there are two whole-site builds. The starter site is a home page carrying your prices, your reviews and a quote or inquiry form, and one page for each of up to five main services. The full site is everything in the starter site plus one page per service, up to fifteen, where small related treatments share a page, a projects or gallery section and an about page. Either way the design is made for your business, your Google Business Profile is set up to match the site (its categories, services, hours, photos and link), and two rounds of changes are included before it goes live. On the day it goes live I submit it to Google and Bing (through Search Console and Bing Webmaster Tools) and correct your main directory listings so your business details match the site everywhere. Keeping the listing current after launch is part of SEO and AI search.

For a med spa or aesthetic practice the builds are made for a clinic. The starter site is a home page carrying your treatment menu and prices in the unit you charge, an injectors page naming each one with their license and years, a page for each of 5 treatments, and booking connected to the system you already use (Boulevard, Vagaro, Mangomint, Zenoti or Aesthetic Record). The full site is everything in the starter site plus a page per treatment, up to 15, a before-and-after gallery where a photograph goes up only with the patient's signed consent, which you keep, a memberships and financing page, and about and visit pages. Brand and website for a clinic includes brand work: your logo refined or a wordmark drawn, a palette and a pair of typefaces, a photo brief and shot list for your own shoot, and a one-page brand sheet. It does not include the photo shoot itself.

For a cosmetic dental practice the builds are made for a practice, at the same prices as a clinic's. The starter site is a home page carrying your treatments and the fees you publish, a dentists page naming each one with the credentials you give me, a page for each of 5 treatments, and each inquiry handed to your front desk the way it already works, with nothing moved out of Dentrix, Open Dental or Eaglesoft. The full site is everything in the starter site plus a page per treatment, up to 15, a before-and-after gallery where a photograph goes up only with the patient's signed consent, which you keep, a financing page, and about and visit pages. Brand and website for a dental practice includes the same brand work as a clinic's, and not the photo shoot.

The starter site goes live within three weeks of your picking a direction and my receiving your content, and the full site within five weeks, whatever your business. Your content is your prices, your words and your photos. Anything you don't send, I take from your current site. While a round of revisions is with you, the clock waits.

A service or treatment page past those numbers is $400. I give you the price in writing before I do any of the work, and nothing is added to a bill you have not agreed.

If you run a med spa, an aesthetic clinic or a cosmetic dental practice, your design is yours alone where you work. For a year from the day your site goes live, I do not build the same design for another business of your kind in the same metro area. Med spas and aesthetic clinics count as one kind, and cosmetic dental practices as another. The same metro area means the metropolitan area your business is in. The year covers the design you see, not the code underneath, which every site I build runs on. If your site started from one of the concepts shown on my site, that concept stays there as an example, and for that year I do not build it for anyone else of your kind in your metro area. Other businesses get a design made for them, without this year of exclusivity.

The full list of what is included at each price is on the pricing page, and that list is part of this agreement. If something is not on it, it is not included, and the honest answer to anything else you ask for is a separate quote rather than a yes.

The one-page redesign is from $3,000, paid the same way as the other builds: half to start it, and the second half when you approve the design. You can stop after the directions or after the first look on the same terms as the starter and full site.

The build is $6,000 for the starter site or $9,500 for the full site, the same for every business: half to start it, and the second half when you approve the design. If you move from the starter site to the full site within six months of its going live, the $6,000 you paid counts in full towards the $9,500. It is paid in those two parts, not by the month. Brand and website is quoted from $15,000, and includes brand work: your logo refined or a wordmark drawn, a palette and a pair of typefaces, a photo brief and shot list for your own shoot, and a one-page brand sheet. It does not include the photo shoot itself. Custom functionality is quoted for your business, with no set minimum.

Site care, if you choose it, is $299 a month, beginning at go-live. It covers the hosting, the certificate, security updates, changes to the site, the inquiry list (every inquiry in one place, where you can reply to it, mark where it stands and export the lot at any time), a check every week on whether search and AI engines can still read the site and quote it, set against the businesses near you that you name as competitors, a page on where the site wins and where visitors stop or leave once it has about 200 visits a month, with suggested changes that I make once you agree to them, and me when something breaks. There is no minimum term on site care.

The dashboard is $499 a month, and it includes site care: one fee, not $299 plus something. It is the same price for every business that can take it, from go-live or later, with no minimum term. What it does is described under what the dashboard buys. Setting it up is a one-off fee, from $1,500. The setup is the work before it starts: I look at how your business runs and where clients slip away, bring the gaps I usually see in your industry from my research, we confirm them together on a call, and I build the dashboard around them on my own system, with the messages it sends written in your words and your diary rules set. The setup fee is written down before the setup starts and paid once, when the dashboard is set up.

SEO and AI search is an add-on, and it takes the place of site care: $1,500 a month with everything site care does included, for six months at least, then month to month. It can carry the dashboard as well, for $200 a month more. Each month it adds one or two new pages for searches your customers make, your Google Business Profile kept active, your directory listings built out and kept matching, answers written for AI search, your rankings and AI mentions tracked against three businesses near you, and a plain report of what moved and what I did. With one ad channel, Google Ads or Meta ads, it is $2,500 a month. Ad spend is paid to Google or Meta directly, at least $1,500 a month, and never passes through me. Neither add-on is sold at checkout; each is agreed in writing before it starts.

The first payment, half the build, is taken on the day you sign up. The second half is due when you approve the design: I send you a payment link for it then. If you chose site care or an add-on, it starts the day the site goes live: I send you a link to set it up that day, and it is charged on that date every month after. Payment is handled by Stripe. Your card details go to them and never to me.

A custom project is one of two kinds, Brand and website or Custom functionality. Either way, its scope and price are written down and agreed before anything starts, and it is not paid in halves.

Brand and website is paid in three parts: 25% to start, 50% when you approve the design, 25% the day it goes live. The first part pays for a one-page strategy sheet and three brand worlds made for you, delivered within five business days of the start, then your first screen designed in the world you pick, so you see the design and approve it before most of the price is paid. You can stop after the brand worlds or after the first look, on the same terms as the starter and full site: you keep what you have received, the first part is not refunded, and the later parts are never owed.

Brand and website's dates are set in its proposal. About nine to ten weeks from the start is a guide, not a promise.

Custom functionality, such as a shop, a booking system, an integration or a tool, follows the scope, milestones and payments in its proposal, which also sets its dates. Any first payment names the deliverables it pays for.

The Website Strategy & Opportunity Review is a written report on your website, the people who buy from you and the way they get in touch. It says what to do first and what not to spend on yet. It is bought on its own, either directly on my website or after a call, and you never need one before a build.

It comes at two levels. Core looks at your site on a phone and a laptop, your reviews, four businesses your customers compare you with, your booking or inquiry path up to the send button, and how search and AI tools describe you. It needs a questionnaire from you, answers to any follow-up questions, in writing or on an optional short call, and no access to any of your accounts. You get the report, a one-page summary and a 30-minute call to go through it, or a recording if a call does not suit.

Extended does everything Core does, with six competitors and one business from elsewhere that does the job well. It adds your own numbers for the last three months: read-only access to your analytics and Search Console, and figures from your booking and inquiry records and from a call log if you keep one. It also adds one test inquiry to your business. You get the report, the full evidence behind it, a brief for a build and a 45-minute call. For now Extended, including a move up from Core, is offered by inquiry only: what these terms say about Extended applies once we have agreed a written proposal for it.

You can buy Core directly on my website. The Core scope published on the Review page when you pay then takes the place of a proposal and is part of this agreement. The Core scope applicable when you buy is identified by its version date and recorded with your order. On the first business day after your completed questionnaire reaches me, I email you the four competitors I will compare you with and why, and that email starts the research. If your questionnaire shows Core does not fit your business, I tell you instead of sending it and refund the whole fee. If you need a different scope, or want Extended, we talk first and I send you a short proposal: what I will look at, which competitors and why, the dates, what is left out, and the price. That proposal is part of this agreement. With either level, you can email me questions about the report for 14 days after you receive it.

The Review is paid in full before any work starts. For Core, the questionnaire link comes with your order, and the research starts with the competitor email on the first business day after your completed questionnaire reaches me. After the first round of research I may email you follow-up questions, which you can answer in writing or on an optional call of 15 to 20 minutes. If an answer does not reach me, the report marks that point as unconfirmed and the work carries on. Core arrives within 10 business days of your completed questionnaire.

For Extended, our call is booked within five business days of payment, and the clock waits while it is not. You can move the call once by emailing me at least 24 hours before it starts. If it is missed, or moved with less notice or a second time, I offer one last time. If that is missed too, I cancel the Review and refund the whole fee, because the research has not started, and a new inquiry starts it again. Extended arrives within 15 business days of the call and of my having working access to your data.

Core is $750 and Extended is $1,500. The fee is split across the stages of the work, roughly in line with the hours each one takes. For Core, the research carries $525 (70%) and the report $225 (30%). For Extended, the call carries $150 (10%), the research $1,050 (70%) and the report $300 (20%). For Core, the research starts with the competitor email on the first business day after your completed questionnaire reaches me. For Extended, the call stage starts when the call starts, and the research starts on the first business day after the call. The report stage starts when I email you that the research is finished and I am writing the report. You can cancel at any time by email. If your email reaches me before the research starts for Core, or before the call starts for Extended, you get the whole fee back. After that, I stop work and refund the share of every stage that had not started when your email reached me. For example, if you cancel Core while I am doing the research, you get $225 back; if you cancel Extended while I am doing the research, you get $300 back. Once the report is delivered the fee is not refunded, but if the report leaves out something the proposal or the published Core scope promised, I add it at no charge. If I cannot deliver what the proposal or the published Core scope describes, you get back the share for whatever I have not delivered. Nothing here takes away a right you have by law.

Your Extended proposal lists what I need from you, the question each item answers, and whether it is essential or optional. Essential items are the ones Extended cannot answer its questions without, usually your analytics access and your booking and inquiry figures. Optional items, such as Search Console, a call log or consent for the test inquiry, add depth; if one is missing, the report names what it could not check and why. No file format is required: any evidence that answers the item's question counts, such as an export, a report from your booking system, a spreadsheet your front desk keeps or screenshots. An Extended Review counts as delivered when I have used evidence for every essential item and the report answers the questions the proposal set, with any missing optional items named.

I remind you a week after our call, and again a week before the 30th day after it. If the evidence for an essential item has still not reached me by that 30th day, you choose one of two things in writing. Either I deliver the Review as Core within 10 business days, marked as delivered as Core on its first page, and refund the difference, $750. Or we agree a new date, up to 30 days later, and the same choice comes back if the item has still not arrived by then. If you have not chosen within five business days of my asking, I deliver it as Core and refund the difference. A smaller Extended, for less than the full fee, happens only if we agree its scope and its price in writing first.

Within 30 days of receiving a Core report, including one delivered as Core, you can move up to Extended for the difference, $750. Nothing already done is done again or charged again.

If you sign up for a starter site, a full site or a custom build within 30 days of receiving your report, what you paid for the Review comes off the first payment of that build: $750 after Core, and $1,500 after a completed Extended Review, whether you bought Extended at the start or moved up to it. If you moved up, the 30 days count from the day you receive the Extended report. If the credit is ever more than that first payment, the rest comes off the build's next payment, and so on until it is used. The credit is given once per business. It is never paid back as cash, and it does not come off site care, the dashboard, SEO and AI search or any other monthly fee. If you build with someone else, or not at all, nothing is owed either way, and the report and the brief are still yours.

Extended's test inquiry goes to your own business and no one else's, and only after you have agreed to it in writing. It comes from a named test identity on a date we agree. Where your booking works that way, the test includes a booking, and I cancel it right away so it never takes a real slot. Core contacts nothing: not your phone, your forms or your booking system. I never test another business.

The Review never needs your customers' names, contact details, health or treatment details, or payment details, so I ask for figures and exports without them, and I do not open individual customer records in your accounts. Please do not send patient records. If something you send includes personal details anyway, I use them only for your Review, keep them confidential and secure, and delete them as the next paragraph says. Your proposal, or for Core bought directly the email confirming your order, names the services I use to store and work on your material. What you share is used for your Review and nothing else, and it stays confidential, as this section says further down. You can remove my access to your accounts at any time.

Within 30 days of delivering the report, I delete the raw material you gave me, such as exports, files, screenshots of your accounts and any recording or transcript of a call, from my computer, my email, my cloud storage and the tools I used to work on it. I also remove my own access to your accounts where I can, and ask you to remove the rest. Those services keep deleted items for a time in their own bins and backups, which I do not control: usually up to 30 days, and up to about six months in an email provider's backups. I never restore your material from them.

I keep the report and its evidence record for six years, so I can answer questions about it and show what it was based on. They use your figures in summary and name none of your customers. Invoices, payment records and our emails about the work are kept for as long as the law requires for business records.

What you tell me and what I see stays between us. I do not publish your Review, name you as a client or quote your report without your written permission. The report is yours to use with anyone: me, another designer or your own team.

A Review is my judgment on the evidence, not a promise. It does not promise rankings, mentions in AI answers, inquiries, bookings or revenue, and what you act on is your decision. It is not legal advice: where a finding touches advertising rules or privacy, your own adviser has the final word. Design and building are not part of it, and are quoted separately.

Half the build starts it. Within five business days you get three design directions made for your business, and you pick one. Within five business days of your pick you see a first look: the site as it is shaping up, in that direction, on a temporary address.

If you don't like where it is going, you can stop after the directions or after the first look. You keep what you have received by then (the directions, the research on your business, and the first look if you have seen it), and you never pay the second half. The first half is not refunded, because it paid for that work.

If you go on, two rounds of changes are included: you send me everything you want changed, I make it, and we do that twice. A change asked for after the second round is quoted in writing before I make it. The second half is due only when you approve the design, and nothing goes live until you say yes to the finished site.

Each round, send me your changes within five business days of seeing it. If I have not heard by then, I send you a reminder. If there is still no reply, the project waits where it is, and if thirty days pass with no word from you, the pause described under what I need from you applies.

A silence is never taken as a yes. Nothing goes live without your approval, and the second half is due only when you give it. There is no late fee, and no fee to start again.

For seven days after the site goes live, anything that does not match what you approved is fixed free. The build fee is not refunded once the site is live.

The domain, your Google listing and your accounts are in your name from day one, whatever you decide. The site and its code are signed over the day it goes live.

While you are paying, changing what the site says is included. Prices, words, photos, opening hours, the towns you cover, your phone number, a job you have stopped taking. There is no limit on how many and no charge for any of them.

A price, a phone number, your opening hours or a service you have stopped taking goes live by the next business day. Everything else goes live inside five. If one needs longer than that, you hear the reason and the date on the day you ask, not afterwards.

A new section, a new page or a redesign is not a change. The pages your build includes are kept current as your prices move. A new service page is $400, and anything else past that is quoted before it is built. I say which of the two something is before I start, so nothing turns into a bill you did not expect.

Email me and it stops. There is no notice period and no form to find. The subscription ends at the end of the month you have already paid for, and nothing further is taken.

I can end it too, with a month's notice, and the same applies in reverse: what is yours stays yours and the last month is not charged.

The domain is registered in your name and your email, not mine. So is your Google Business Profile and so is the analytics account. I have access to all three as a collaborator you can remove in a click.

Your words, your photos, your logo and every lead the site has ever taken are yours as well. You can ask for an export at any time, including on the day you leave, and you get it in a format you can open rather than one only I can read.

None of this is ever held back to make leaving harder. It is deliberately the opposite way round from how most of this industry works.

Not the build. That is paid for once and signed over the day it goes live. Stopping the dashboard, or site care, does not take your ownership of it away, and never has.

For a trade or a design-build firm, what the dashboard buys is everything site care does, plus the follow-up, sent in your name: your quotes sent as pages from the dashboard and followed up by email on a schedule set for your trade, until the customer accepts or declines on the page or you mark the quote won, lost or paused (a quote you send elsewhere and log in the dashboard is followed up the same way), customers booking a visit on your site in the times you set and it landing in your diary, a review asked for after every job you mark finished, and the Monday message with your week. Follow-ups and review requests go by email, and only to customers who agreed to hear from you.

For a med spa or aesthetic practice, the dashboard runs beside the booking system you already use and never replaces it: bookings, payments and patient records stay there. What it buys is everything site care does, plus, in the clinic's name: a set reply, sent at once, to every inquiry that leaves an email, and follow-up emails at day three, seven and fourteen, which stop when your front desk replies from the dashboard or marks the inquiry as contacted (a patient's emailed reply does not stop them on its own); once your front desk logs a visit, a come-back email timed to that treatment and a standard review request, sent to every patient you log and never filtered for who was happy; replies drafted for you to approve on the reviews you add; a monthly view of where your patients came from, and the Monday message; and your before-and-after gallery kept current, where nothing goes up without the patient's signed consent. These messages go by email, and only to patients who agreed to hear from you.

For a cosmetic dental practice, the dashboard covers the people who have asked and are not patients yet. Your practice software keeps the appointments, the charts and the recalls. What it buys is everything site care does, plus, in the practice's name: a set reply, sent at once, to every inquiry that leaves an email, and follow-up emails at day three, seven and fourteen for anyone who agreed to hear from you and is not already a patient, which stop when your front desk replies from the dashboard or marks the inquiry as contacted; and the Monday message. It does not ask patients for reviews.

A clinic that is a HIPAA covered entity (for example, one that bills insurance or prescribes electronically) gets the dashboard quoted separately, because the work then needs agreements with every service that would hold patient data. Tell me before we start. A site and site care are the same either way, because the site's forms ask for nothing about anyone's health.

Stop it and that stops. What happens to the site itself is the next section.

Two ways out, both open, and you choose. Take everything with you: the code, the content and the accounts, exported in a format any developer can open, at no charge and with my help pointing the domain. Or leave the site where it is on site care at $299 a month, which covers the hosting, the certificate, security updates and keeping it online, with me to call when something breaks.

If you say nothing, I take the first one. The export reaches you on the day you cancel and the site comes down thirty days after that, so there is time to move it and no bill you did not agree to.

Site care pays for the running, not for permission. Turn it down and you lose nothing you paid for: the build is still yours, the domain still points wherever you send it, and every lead the site ever took is still yours to export.

Site care keeps the site up, current and safe, and you can move down to it from the dashboard at any time. It does not do the work the dashboard does: nothing is followed up and no review is asked for.

Nothing is held back, so there is nothing to buy back. You get the code, the content and the accounts, built on standard technology any competent developer can pick up. There is no part of it only I can maintain.

This is the opposite way round from how most of this trade works, where the build is cheap, the domain sits in the developer's name, and the price of leaving is a number you find out on the day you try to.

A reply. That is genuinely the whole of it. Apart from your pick of direction, the first look is built from what is already on your current site, so nothing else is waiting on you before it exists, but it cannot go live until you have looked at it and told me what is wrong. Each round of changes needs your reply within five business days; the section on the directions and the first look says what happens if it does not come.

If I cannot reach you for thirty days, the work pauses and the subscription keeps running, because the site stays up and the hosting is still being paid for. Tell me you are busy and I will pause the billing instead.

Anything you send me has to be yours to send. If you give me photographs you do not own the rights to, taking them down is the only thing I can do about it.

I am not promising a position in any search result, a number of leads, or a level of revenue. Nobody can promise those and the ones who do are describing something they do not control.

Nothing I write or say is legal advice. For a clinic, what the site claims about a treatment, its before-and-after photographs, and the rules of the country or state you work in are signed off by your medical director, or your lawyer, before the site goes live. I write to the rules I know of and flag what I am unsure about.

What I am promising is the work on the list, done, and a monthly measurement honest enough to show you when it is not working. If the numbers go the wrong way you will hear it from me first rather than find it yourself.

The site runs on services I do not own, and occasionally one of them fails. When that happens you get a text from me rather than a customer telling you.

If I change anything here, you get an email saying what changed and why, at least thirty days before it applies to you. Carrying on paying after that is what accepts it, and canceling costs nothing.

The price you signed up at does not go up for as long as you stay subscribed without a break.

This agreement is governed by the law of England and Wales, and the courts of England and Wales have jurisdiction over it.

If any single clause here turns out to be unenforceable, the rest of it still stands.