The Outrageous Guarantee, in plain English.
This page is the whole deal — what you pay, when we get paid, what happens if we fail. Nothing here is marketing. Before any project starts, you get these terms in writing, and the written version is the one that counts.
What you pay during the build
Operational costs only. That means hosting, tools, third-party subscriptions, and — where a stage requires specialist delivery — vetted partner costs. Every item is listed for you, passed through transparently at cost, and collected monthly in advance. The first month's operational costs are collected before work begins. None of this is our fee. Our fee is a separate number, agreed upfront, and it waits.
How our fee actually works
Your project moves through seven stages: Planning, R&D, Web Development, Advertising, SEO + AEO, CRO, and Email Marketing. Before each stage begins, we agree acceptance criteria in writing — the specific deliverables that stage must produce. When the stage is delivered, you judge it against that document. Satisfied? You sign it off — and that stage's share of the fee is locked in. In practice, you pay at two points only: 40% of the fee when the Web Development stage is signed off, and the remaining 60% at final delivery, after the last stage is signed off. Until that first gate, you have paid nothing of our fee at all. Not satisfied? We fix it — each stage includes up to two revision rounds against the written criteria. Requests beyond those rounds, or outside the agreed scope, are new scope — quoted separately before any work on them starts. “Fix it until you're satisfied” means fixing the agreed thing properly; it was never “redesign a moving target forever,” and honest terms say so out loud.
If we can't fix it
If two revision rounds can't get a stage to your written satisfaction, you don't pay that stage's fee. Not a partial payment. Not a credit note. £0 for that stage. This is the clause that makes everything else honest — we only make money on work you've approved.
The two rules that protect both of us
First, the feedback window: you have ten business days after a stage is delivered to respond. Silence past that point counts as acceptance — because a project frozen by an unanswered email helps nobody. We'll remind you before the window closes — silence should be a choice, not an accident. Second, closed means closed: a signed-off stage can't be reopened later as "unsatisfied." The guarantee applies with full force to the stage on the table, not to stages already approved. You're protected from us coasting; we're protected from moving goalposts. Both protections are deliberate.
What we don't guarantee
Rankings, traffic figures, and revenue. Nobody controls Google's algorithm or ChatGPT's answers, and anyone guaranteeing specific numbers from them is telling you fiction. What we guarantee is the work itself — agreed deliverables, properly executed, to your written satisfaction, or unpaid. That's a bigger promise than a made-up number, because it's one we can actually keep.
Why we can offer this
Because we're selective. A model where the agency carries the risk only survives if the agency refuses projects it isn't confident about — so we take on a small number of clients at a time and we say no when the honest answer is no. If we've said yes to your project, you already know what that means.
The industry's model: pay £8,000–£15,000, then hope.
Our model: we build, you judge, we get paid last.
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