Terms of Service

Last Updated: January 19, 2026

1. Services Provided

1.1 Scope of Services

Duality Digital provides a comprehensive range of digital marketing services, including but not limited to:

• Search Engine Optimization (SEO)
• Pay-Per-Click Advertising (PPC)
• Website Design
• Website Development
• Blogger Outreach
• Content Marketing
• Social Media Marketing
• Digital Strategy Consulting
• Other digital marketing services as agreed upon

1.2 Service Agreements

Specific services, deliverables, timelines, and pricing will be detailed in individual service agreements, proposals, or statements of work (“SOW”). In the event of any conflict between these Terms and a specific service agreement, the service agreement shall take precedence for that particular service.

1.3 Service Modifications

We reserve the right to modify, suspend, or discontinue any aspect of our services at any time. We will provide reasonable notice of any material changes that may affect active client engagements.

2. Client Responsibilities

2.1 Information and Access

You agree to:

• Provide accurate, complete, and timely information necessary for service delivery
• Grant us reasonable access to your digital assets, accounts, and platforms as required
• Respond to our requests for feedback, approvals, or information within agreed timeframes
• Ensure you have the legal right to provide us with any content, materials, or access credentials

2.2 Content and Materials

You are responsible for ensuring that all content, materials, and information you provide to us:

• Do not infringe upon any third-party intellectual property rights
• Comply with all applicable laws and regulations
• Are accurate and not misleading
• Do not contain defamatory, offensive, or illegal content

2.3 Cooperation

Delays caused by your failure to provide necessary information, approvals, or access may result in project delays. We are not responsible for delays or reduced results caused by lack of client cooperation.

3. Fees and Payment

3.1 Pricing

All fees for our services will be specified in the relevant service agreement or proposal. Unless otherwise stated, all prices are in British Pounds (GBP) and exclusive of VAT, which will be added where applicable.

3.2 Payment Terms

Unless otherwise agreed in writing:

• Invoices are payable within 14 days of the invoice date
• Payment may be required in advance for certain services or new clients
• Recurring services will be invoiced monthly or as specified in your agreement
• Late payments may incur interest charges at a rate of 8% above the Bank of England base rate

3.3 Non-Payment

We reserve the right to suspend or terminate services if payment is not received by the due date. Non-payment does not release you from your obligation to pay for services rendered.

3.4 Refunds

Due to the nature of digital marketing services, refunds are generally not provided once work has commenced. Specific refund policies, if any, will be outlined in your service agreement.

4. Intellectual Property Rights

4.1 Client Materials

You retain all ownership rights to materials, content, and intellectual property you provide to us. By providing such materials, you grant us a non-exclusive, worldwide license to use, reproduce, and modify them solely for the purpose of delivering our services.

4.2 Deliverables

Upon full payment of all fees, you will own the final deliverables specifically created for you (such as website designs, custom graphics, written content). However, this does not include:

• Pre-existing materials, templates, or tools we use
• Our methodologies, processes, or proprietary systems
• Third-party licenses or stock materials

4.3 Our Intellectual Property

All intellectual property rights in our methodologies, processes, templates, tools, and any pre-existing materials remain our exclusive property. You may not reproduce, distribute, or reverse-engineer these materials without our written consent.

4.4 Portfolio and Marketing

We reserve the right to use your project as a case study and to display your logo and project details in our portfolio, website, and marketing materials, unless you notify us in writing that you do not wish for this to occur.

5. Confidentiality

Both parties agree to keep confidential any proprietary or sensitive information disclosed during the course of our relationship. This obligation continues for a period of two years after the termination of services, unless the information:

• Was already publicly available
• Was independently developed
• Must be disclosed by law or court order
• Was received from a third party without confidentiality obligations

6. Service Performance and Results

We will work diligently to achieve the best possible outcomes using industry best practices, but results may vary based on numerous factors including your industry, competition, budget, and market conditions.

7. Third-Party Services and Tools

We may use third-party tools, platforms, and services (such as Google Ads, social media platforms, analytics tools, etc.) to deliver our services. You acknowledge that:

• These third-party services are subject to their own terms and conditions
• We are not responsible for changes to third-party platforms or their policies
• Service disruptions or changes by third parties may affect our ability to deliver services
• Additional fees may apply for third-party services (such as advertising spend), which are separate from our service fees

8. Limitation of Liability

8.1 Liability Cap

To the maximum extent permitted by law, our total liability to you for any claims arising from our services, whether in contract, tort (including negligence), or otherwise, shall not exceed the total fees paid by you to us in the 12 months preceding the claim.

8.2 Excluded Damages

We shall not be liable for any:

• Indirect, incidental, or consequential damages
• Loss of profits, revenue, or business opportunities
• Loss of data or goodwill
• Business interruption
• Damages resulting from third-party actions or platform changes

8.3 Exceptions

Nothing in these Terms excludes or limits our liability for:

• Death or personal injury caused by our negligence
• Fraud or fraudulent misrepresentation
• Any other liability that cannot be excluded or limited under English law

9. Term and Termination

9.1 Service Term

The term of service will be specified in your service agreement. If no term is specified, services will continue on a month-to-month basis until terminated by either party.

9.2 Termination by Client

You may terminate services by providing written notice as specified in your service agreement (typically 30 days). You remain responsible for payment of all fees for services rendered up to the termination date.

9.3 Termination by Us

We may terminate services immediately if:

• You breach these Terms or your service agreement
• Payment is overdue by more than 30 days
• You engage in illegal, unethical, or fraudulent activities
• Your requests or behavior are abusive or unreasonable

9.4 Effect of Termination

Upon termination:

• You must pay all outstanding fees for services rendered
• We will provide you with final deliverables for paid work
• We may cease access to platforms and accounts managed on your behalf
• Confidentiality obligations continue as specified in Section 5
• You retain ownership of final deliverables already paid for

10. Warranties and Disclaimers

10.1 Our Warranties

We warrant that:

• Services will be performed in a professional and workmanlike manner
• We have the necessary skills and expertise to provide the services
• Original work created by us will not infringe third-party intellectual property rights

10.2 Disclaimer

Except as expressly stated in these Terms, all services are provided “as is” without warranties of any kind, either express or implied, including but not limited to implied warranties of merchantability, fitness for a particular purpose, or non-infringement.

11. Indemnification

You agree to indemnify, defend, and hold harmless Duality Digital, its officers, directors, employees, and agents from any claims, damages, losses, or expenses (including reasonable legal fees) arising from:

• Your breach of these Terms
• Content, materials, or information you provide to us
• Your violation of any third-party rights
• Your use of our services in a manner not authorized by these Terms

12. Force Majeure

Neither party shall be liable for any failure or delay in performance due to circumstances beyond their reasonable control, including but not limited to acts of God, war, terrorism, riots, natural disasters, pandemics, government actions, or failures of third-party services or infrastructure.

13. Data Protection and Privacy

Our collection, use, and protection of your personal data is governed by our Privacy Policy, which is incorporated into these Terms by reference. By accepting these Terms, you also accept our Privacy Policy available at [your privacy policy URL].

14. Dispute Resolution

14.1 Informal Resolution

In the event of any dispute, both parties agree to first attempt to resolve the matter through good-faith negotiations.

14.2 Mediation

If informal resolution is unsuccessful, both parties agree to attempt mediation before pursuing litigation or arbitration.

14.3 Governing Law

These Terms shall be governed by and construed in accordance with the laws of England and Wales. Any disputes shall be subject to the exclusive jurisdiction of the courts of England and Wales.

15. Service-Specific Terms

In addition to the general terms above, the following specific terms apply to particular services. These service-specific terms supplement and do not replace the general terms outlined in this agreement.

15.1 Blogger Outreach and Link Building Services

Link Placement Duration and Ownership

We do not own or control the websites where link placements occur. We guarantee that link placements will remain active for a minimum period of 4 months from the date of placement. If a link is removed after this 4-month period, we are not liable to replace it, and no refund will be provided for links removed after the guarantee period.

Content Creation and AI Tools

We utilize AI-powered tools to assist with content writing for link placements. We employ additional tools and techniques to reduce the AI footprint and optimize content for search engine indexation. While we strive for the best possible outcomes, we cannot guarantee indexation by search engines.

Content Editing by Third Parties

If you choose to have us create content for link placements, we will make best efforts to ensure the content is published as written. However, third-party website webmasters and editors may modify the content to maintain cohesion with their brand, editorial standards, or website guidelines. We are not responsible for edits made by third parties.

Link Inventory Management

We are not responsible for maintaining or storing a permanent list of links built on your behalf. We recommend you maintain your own records of link placements. We will provide reporting during the active campaign period, but long-term archival is your responsibility.

Domain Selection

You may not select specific domains for link placement. We carefully select domains based on their Domain Rating (DR), relevance to your niche, and quality metrics appropriate to your order specifications. Our expertise in domain selection is part of the service we provide.

Third-Party Domain Metrics

We are not responsible for fluctuations in third-party website metrics, including but not limited to Domain Rating (DR), Domain Authority (DA), or other SEO metrics. These metrics are controlled by third-party providers (such as Ahrefs, Moz, etc.) and may increase or decrease due to factors beyond our control.

Third-Party Website Changes

We are not responsible for actions taken by third-party website owners, including but not limited to: selling their website to new owners, changing their brand or content focus, website shutdowns, or any negative impacts resulting from such changes. We conduct due diligence when selecting websites, but cannot control their future actions.

15.2 SEO Recurring Services

Cancellation Notice Period

To cancel SEO recurring services, you must provide a minimum of 1 month’s written notice in advance. This notice period allows us adequate time to properly hand over campaign documentation, finalize ongoing work, and ensure a smooth transition. Payment is required for the full notice period.

Monthly Reporting

You will receive a monthly tracking report demonstrating keyword ranking position progress, traffic metrics, and campaign performance. These reports will be delivered via email within the first 5 business days of each month for the preceding month’s performance.

Website Hosting and Maintenance

If you do not host your website with us, we are not responsible for:

• Website downtime or server-related issues
• WordPress core updates or plugin updates for security purposes
• Website backups or disaster recovery
• Hosting-related technical issues

We will advise you if updates are needed and may request appropriate access to implement critical updates if you authorize us to do so. However, ultimate responsibility for hosting, uptime, and core website maintenance remains with you or your hosting provider.

Billing Cycle

Your monthly payments will begin on the date you commence services and will continue on the same day each subsequent month (or the last day of the month if your start date exceeds the number of days in a given month). For example, if services begin on the 15th of January, billing will occur on the 15th of each month thereafter.

Scope of SEO Services

Our SEO services include:

• Regular monitoring of your website’s technical health and performance
• Optimization activities to improve rankings for your agreed-upon target keywords
• Creation of valuable blog content designed to improve long-term organic visibility
• On-page optimization and technical SEO improvements
• Monthly reporting and strategic recommendations

Minimum Retainer

The minimum monthly retainer for SEO recurring services is £300 per month (excluding VAT). This minimum ensures we can dedicate adequate resources and time to achieve meaningful results for your campaign.

15.3 Web Design Services

Project Structure and Pricing

Web design services typically incur a fixed one-time price. However, the scope of work completed and duration required to complete the project will vary on a project-by-project basis depending on complexity, requirements, and the number of revisions requested.

Communication and Documentation

Effective communication is vital for successful web design projects. All project requirements, changes to scope, approvals, and agreements must be documented via email to maintain a clear paper trail of what was agreed upon. Verbal agreements or communications via other channels should be confirmed in writing via email to be considered binding.

Minimum Order Value

The minimum order value for website design services is £1,000 (excluding VAT). This minimum reflects the professional standards, time, and expertise required to deliver a quality website design.

15.4 Web Development Services

Project Structure and Pricing

Web development services typically incur a fixed one-time price. The scope of work and project duration will vary based on technical complexity, functionality requirements, integrations, and testing needs. Each project will have a clearly defined scope of work documented in writing.

Communication and Documentation

All development requirements, functionality specifications, technical changes, and project milestones must be communicated and confirmed via email to ensure proper documentation. This paper trail protects both parties and ensures clarity throughout the development process.

Minimum Order Value

The minimum order value for website development services is £400 (excluding VAT). This minimum ensures we can allocate appropriate development resources to deliver quality, functional solutions.

15.5 PPC (Pay-Per-Click) Management Services

Management Fee Structure

We charge a management fee of 25% of your total monthly advertising spend across all managed PPC platforms (Google Ads, Microsoft Ads, social media advertising, etc.). For example:

• If you spend £1,000 on Google Ads in a month, our management fee will be £250 (excluding VAT)
• If you spend £2,500 across multiple platforms, our management fee will be £625 (excluding VAT)

This management fee is separate from and in addition to your advertising spend paid directly to the advertising platforms. The management fee covers campaign setup, optimization, monitoring, A/B testing, bid management, and reporting.

Monthly Reporting and Communication

You will receive monthly performance updates sent to an agreed-upon email address. These updates will include:

• Campaign performance metrics (impressions, clicks, conversions, cost-per-click, etc.)
• Analysis of what’s working and areas for improvement
• Strategic recommendations to improve performance month-over-month
• Budget utilization and spend breakdown

Reports will typically be delivered within the first 7 business days of each month covering the previous month’s performance.

Advertising Spend

You are responsible for funding your advertising accounts and ensuring sufficient budget is available for your campaigns. We do not hold or manage your advertising funds directly – payments for advertising spend are made directly to the advertising platforms (Google, Meta, etc.) via your own accounts.

16. General Provisions

15.1 Entire Agreement

These Terms, together with any service agreements and our Privacy Policy, constitute the entire agreement between you and us and supersede all prior agreements, representations, and understandings.

15.2 Amendments

We reserve the right to modify these Terms at any time. We will notify active clients of material changes via email or through our website. Continued use of our services after such modifications constitutes acceptance of the updated Terms.

15.3 Severability

If any provision of these Terms is found to be invalid or unenforceable, the remaining provisions shall remain in full force and effect.

15.4 Waiver

Our failure to enforce any right or provision of these Terms shall not constitute a waiver of such right or provision.

15.5 Assignment

You may not assign or transfer these Terms or any rights hereunder without our prior written consent. We may assign these Terms to any affiliate or successor in connection with a merger, acquisition, or sale of assets.

15.6 Subcontracting

We reserve the right to subcontract any portion of the services, provided that we remain responsible for the performance of such services.

15.7 Relationship

Nothing in these Terms creates a partnership, joint venture, employment, or agency relationship between you and us.

15.8 Notices

All notices under these Terms must be in writing and sent to the email address or physical address provided by each party. Notices are deemed received when delivered by email or three business days after mailing.