Let’s set expectations straight. Digital marketing isn’t magic. It’s not a sure thing. It requires strategy, execution, collaboration, and adaptation.
This disclaimer explains what you should (and shouldn’t) expect when working with us or using our website.
General Information Disclaimer
Content on our website is for general informational purposes. It’s not:
- Professional advice tailored to your specific situation
- Legal or financial guidance (consult lawyers and accountants for that)
- A promise of results for your business
- Medical or health advice (obviously)
We share insights, strategies, and case studies. These inform. They don’t replace personalized professional consultation.
No Promised Results
The most important thing to understand: We don’t promise specific outcomes.
Why No Promises?
Digital marketing exists in an ecosystem of constant change:
Search Algorithms
Google makes 500+ algorithm updates per year. What works today might need adjustment tomorrow. We can’t predict or control Google’s code.
Platform Policies
Facebook, Google, LinkedIn change advertising policies regularly. Sometimes overnight. A winning ad can be rejected the next day due to new rules.
Market Competition
Your competitors are optimizing too. They’re adjusting bids, improving content, refining strategies. Competition is dynamic, not static.
Consumer Behavior
Trends shift. Interests change. What resonates with audiences today might not work next quarter.
Budget Reality
Bigger budgets enable more aggressive strategies. Limited budgets mean strategic prioritization. Your budget affects what’s possible.
Economic Factors
Recessions, market crashes, inflation, currency fluctuations, all affect advertising costs and consumer spending.
Platform Costs
CPCs (cost per click) and CPMs (cost per thousand impressions) fluctuate based on competition, seasonality, and platform auction dynamics.
Technology Changes
iOS updates affecting tracking. Chrome phasing out third-party cookies. Privacy regulations limiting data. Tech evolves constantly.
What We Can’t Promise
- #1 Rankings: Search results change constantly. Competitors optimize. Algorithms update. We can’t lock in positions.
- Specific Traffic Numbers: Traffic depends on rankings, competition, search volume, seasonality. We optimize for quality, not just quantity.
- Conversion Rate Targets: Conversions depend on your website UX, your product quality, your pricing, your customer service, many factors beyond our control.
- Revenue Promises: Revenue = traffic × conversion rate × average order value. We influence traffic. You influence the rest.
- Follower Growth Rates: Social media growth depends on content quality, posting frequency, audience engagement, platform algorithms, trending topics.
- ROI Promises: Return on investment varies wildly by industry, product, market maturity, competition, and execution quality.
- Viral Success: Going viral isn’t a strategy. It’s an outcome of exceptional content + timing + luck. We can’t engineer it on demand.
What We DO Commit To
- Proven Strategies: We apply methods that work across industries, backed by data and experience.
- Transparent Communication: You’ll know exactly what we’re doing, why we’re doing it, and how it’s performing.
- Continuous Optimization: We don’t set and forget. We monitor, test, analyze, and refine constantly.
- Ethical Practices: White-hat SEO, compliant advertising, honest reporting. No black-hat tactics. No inflated metrics.
- Professional Execution: Quality work, on time, with attention to detail.
- Accountability: We own our recommendations. If something isn’t working, we adjust or acknowledge it.
We control effort, expertise, and execution. We don’t control algorithms, competitors, or market forces.
Past Performance ≠ Future Results
Case Studies & Testimonials
When we showcase client success:
- 19% revenue growth for one client doesn’t mean 19% for you
- Ranking improvements in one industry don’t transfer directly to yours
- Traffic increases for one website depend on that site’s specific circumstances
Every business is unique:
- Different industries have different competition levels
- Different budgets enable different strategies
- Different starting points affect how quickly you see results
- Different collaboration levels impact execution speed
We share case studies to show what’s possible, not what’s promised.
Client Testimonials
Testimonials reflect individual experiences. They’re real feedback from real clients. But:
- Their results may not match yours
- Their industry may be less competitive
- Their budget may be larger
- Their timeline may be different
Use testimonials to understand our approach and client satisfaction. Don’t use them to predict your exact outcomes.
Platform & Algorithm Dependency
We operate on platforms we don’t own or control. This creates inherent unpredictability.
Search Engines
Google dominates: 90%+ of search traffic. Their algorithm changes constantly.
Ranking factors evolve: What mattered last year may matter less this year. E-E-A-T, Core Web Vitals, helpful content, all algorithm priorities shift.
Manual actions: Google can penalize sites manually. Sometimes algorithmic updates hurt quality sites temporarily.
Indexing issues: Sometimes Google doesn’t index pages as expected. It happens.
We adapt to changes. But we don’t write Google’s code. We can’t prevent algorithm volatility.
Advertising Platforms
Google Ads: Auction-based. CPCs fluctuate. Quality scores affect costs. Policy changes happen weekly.
Facebook/Meta Ads: Algorithm-driven delivery. Costs spike during high-competition periods (Q4, holidays). Policy enforcement is inconsistent.
LinkedIn Ads: Higher CPCs, professional targeting. Platform best for B2B but expensive.
Platform outages happen. Facebook goes down. Google Ads has bugs. These are outside our control.
Ad account suspensions can happen for policy violations (sometimes erroneously). We appeal, but final decisions rest with platforms.
Social Media Platforms
Algorithm changes affect organic reach constantly. Instagram prioritizes Reels. LinkedIn changes feed algorithms. TikTok adjusts content distribution.
Platform policy updates can restrict content types overnight. What’s allowed today might be banned tomorrow.
Feature changes: Platforms add, modify, or remove features regularly. Our strategies adapt accordingly.
Third-Party Tools & Services
We use industry-standard tools for analytics, SEO, advertising, and reporting.
Tools We Use
- Analytics: Google Analytics, Google Search Console, data visualization platforms
- SEO Tools: Ahrefs, SEMrush, Screaming Frog, various crawlers and analyzers
- Advertising: Google Ads, Facebook Business Manager, LinkedIn Campaign Manager
- Social Media: Scheduling tools, listening platforms, content management
- Reporting: Dashboard tools, reporting software, data aggregators
What Can Go Wrong
- Tool outages: Platforms go down. Data syncing fails temporarily.
- Pricing changes: Tools increase costs. We absorb or pass through per your agreement.
- Feature removals: Tools discontinue features we rely on. We find alternatives.
- Data discrepancies: Different tools measure differently. Google Analytics ≠ Facebook Pixel ≠ CRM data.
- Integration issues: APIs break. Connections fail. Technical problems arise.
We’re not liable for third-party tool performance. We choose reliable tools, but we don’t control their infrastructure.
Client Responsibility & Collaboration
Success in digital marketing requires partnership. We can’t do it alone.
What We Need From You
- Timely Responses: Delayed feedback delays results. Week-long response times kill momentum.
- Quality Access: We need proper access to platforms, admin rights to accounts, permission to implement changes.
- Accurate Information: Wrong data leads to wrong strategies. Garbage in, garbage out.
- Quality Materials: Low-quality product images, poorly written content, weak brand assets, these limit what’s possible.
- Realistic Budgets: Underfunding campaigns limits reach and testing ability. We work with what you provide, but results scale with investment.
- Strategic Patience: SEO takes 3-6 months to show meaningful results. Paid ads optimize over weeks. Quick wins exist, but sustained growth takes time.
- Implementation of Recommendations: If we recommend website changes and you don’t implement them, performance suffers.
Results Suffer When
- You ghost us for weeks at a time
- You ignore recommendations without discussion
- You restrict access to necessary platforms
- You provide low-quality or inaccurate materials
- You change strategy every week based on last week’s performance
- You expect instant results in slow-moving channels
We deliver based on partnership quality. The more you engage, the better we perform.
Website & Service Availability
We aim for consistent website availability and uninterrupted service delivery. But issues happen.
Website Downtime
- Server issues: Hosting providers have occasional outages
- DDoS attacks: Malicious traffic can temporarily overwhelm servers
- Maintenance: Scheduled updates may cause brief downtime
- Technical bugs: Bugs happen despite testing
We’re not liable for temporary website unavailability. We restore service as quickly as possible.
Service Interruptions
- Platform outages preventing campaign management
- Tool failures delaying reporting or analysis
- Team illness or emergencies affecting delivery timelines
We communicate proactively when issues arise. We have backup systems. But we’re not liable for brief interruptions.
Content Accuracy & Currency
Digital marketing evolves rapidly. Information becomes outdated fast.
Website Content
We update our website regularly. But:
- Blog posts reflect information at time of writing
- Case studies show results from specific time periods
- Strategy guides may need updates as platforms evolve
- Pricing may change without website updates
Check publication dates. Older content may need updating for current best practices.
Industry Changes
- Platform updates happen faster than blog rewrites
- Algorithm changes can make old advice obsolete
- New features emerge constantly
- Best practices evolve based on testing and industry research
We’re not responsible for outdated information on our website. Always ask us directly for current advice.
External Links & Resources
Our website links to helpful resources, industry blogs, research papers, platform documentation, tool websites.
- We don’t control those sites.
- We don’t endorse everything on linked sites.
- We’re not responsible for their accuracy or practices.
- Their privacy policies apply when you visit them.
Use external resources at your own discretion. Read their terms and policies.
Legal & Regulatory Compliance
Your Responsibility
You’re responsible for ensuring your content and campaigns comply with:
- Advertising laws: Truth in advertising, disclosure requirements, industry-specific regulations
- Copyright: Don’t use images, music, or content you don’t have rights to
- Privacy laws: GDPR, data protection, email marketing regulations
- Industry regulations: Finance, healthcare, legal services all have specific advertising rules
- Platform policies: Google Ads policies, Facebook Community Standards, LinkedIn Professional Community Policies
We advise on best practices. But ultimate compliance is your responsibility.
Our Ethics
We don’t:
- Steal content from competitors
- Use black-hat SEO tactics
- Violate platform policies knowingly
- Misrepresent data in reporting
- Buy fake followers or engagement
We operate ethically. But if you ask us to cut corners, we’ll decline.
Limitation of Liability
Let’s be clear about what we’re (and aren’t) responsible for.
Maximum Liability
Our total liability for any claim is capped at the amount you paid us in the 3 months immediately preceding the claim.
Nothing more. That’s the maximum.
Not Liable For
- Indirect damages: Lost profits, lost revenue, missed opportunities, business interruption, damage to reputation
- Consequential damages: Customer losses, competitive disadvantage, market position changes
- Third-party causes: Algorithm updates, platform changes, competitor actions, market shifts, economic downturns
- Force majeure: Pandemics, natural disasters, war, government actions, events beyond reasonable control
- Your violations: Copyright infringement, policy violations, regulatory non-compliance on your end
- Data issues: If your website goes down, if your CRM loses data, if your email platform fails
Why This Matters
We provide marketing services, not insurance. We can’t be liable for your entire business performance. We influence marketing outcomes. We don’t control your product, pricing, customer service, or business operations.
No Professional Advice
Nothing on our website or in our communications constitutes:
- Legal advice: Consult a lawyer for legal questions
- Financial advice: Consult a financial advisor for investment decisions
- Tax advice: Consult an accountant for tax planning
- Medical advice: Obviously, consult a doctor
- Technical advice beyond marketing: We’re marketers, not IT infrastructure experts
We provide marketing strategy and execution. That’s our domain. Everything else requires appropriate professionals.
Service-Specific Disclaimers
SEO Disclaimers
- Rankings fluctuate daily, even for #1 positions
- Algorithm updates can affect rankings unpredictably
- Competitor actions impact your relative position
- Google penalties can happen to quality sites (rarely, but possible)
- Manual actions by Google are outside our control
- Indexing issues sometimes occur
- Local pack volatility is especially high
Paid Advertising Disclaimers
- Ad costs change based on competition and demand
- Quality scores affect CPC (we optimize, but historical account data matters)
- Ad approval is subject to platform policy enforcement
- Click fraud exists (platforms combat it, but it happens)
- Conversion tracking depends on proper website implementation
- Attribution is imperfect (especially with iOS privacy changes)
Social Media Disclaimers
- Organic reach has declined massively across platforms
- Algorithm changes affect content distribution constantly
- Platform policies restrict certain content types and industries
- Engagement rates vary by platform, industry, and content type
- Follower quality matters more than quantity
Contact & Questions
Questions about this disclaimer? Want to discuss realistic expectations for your business?
