Disclaimer
Every page on this site carries the line “General information, not legal advice” in the footer. This page says what that means, and adds three more limits that matter.
General information, not legal advice
We are not lawyers and we do not give legal advice.
The pages describing the advertising rules for regulated health services set out how we write, not what the law requires of you. Where a decision turns on the law, we say so on the page and recommend you take it to a lawyer.
For pages that are really advertisements — treatment pages, landing pages, price pages, campaigns — we recommend independent legal review before publication. We arrange it; you engage the firm directly, so the advice is yours to rely on.
Not medical advice
This site discusses the treatments regulated health practices offer — aesthetic, dental, and others — because that is the sector we work in. Nothing here is clinical advice, to a practitioner or to a patient.
We do not advise on whether a treatment is appropriate for anyone, and we do not write clinical content that goes out unreviewed. Every page we draft for a client is reviewed by their practitioners and published under their name.
Not a prediction
We do not forecast rankings, citations, traffic, or enquiries, and nothing on this site should be read as a projection of what would happen for your business.
- Nobody controls a search engine’s ranking or an AI assistant’s answer.
- The answer to the same question changes from one day to the next, with nothing changed on the site.
- Where we quote a period — such as three to six months for first measurable movement — that is a range drawn from our experience, not a commitment.
What our observations are, and are not
Where we refer to “our visibility tests”, we mean measurements we have run against a fixed set of questions on a sample of businesses, at particular points in time.
- They illustrate that two things can disagree. They are not a claim about how often that happens in general.
- They are not typical results, and they are not offered as an indication of what you would get.
- The systems measured change, and a finding from one quarter may not hold in the next.
Systems outside our control
Search engines and AI assistants are operated by other companies. They change how they rank, which sources they use, and which models they run, without notice to us or to you.
Work that was right in one quarter can need revising in the next. That is what the quarterly reset in our engagements is for, and it is why we plan work over a year without undertaking what it will produce a year ahead.
Third-party material
We link to regulators, professional bodies and other sources. We do not control them and we do not adopt what they say as our own.
If you rely on something here
These pages are written to be useful on their own, and some readers act on them without engaging us. We are glad when that happens.
But general information cannot account for your particular business, your area, or your regulatory position. Before acting on anything material, check it against your own circumstances, and take legal questions to a lawyer.