Practice Identity & Website Service Terms

1. Who these terms are between

These terms are between you and Alexander Watson, a sole trader, trading as Alexander Watson Studio, of [business address for service of notices] (“the Studio”, “I”, “me”). ⚖

In these terms, “you” means the person or organisation buying the service. Whether you are buying as a consumer or for the purposes of your business affects some of the rights and protections available to you. I do not assume that either applies to you. If you tell me which applies, I will confirm the position in writing. ⚖

2. What you are buying

The Practice Identity & Website is a fixed-scope website service. It is described in full, including everything included and everything excluded, on the Practice Identity & Website page. That description forms part of these terms.

In summary, the service comprises:

• an intake form, completed by you after the deposit has been paid, and, where needed, one message of clarifying questions;
• the Practice Fundamentals: an eleven-page written document setting out the practice's position, practical facts, beliefs and boundaries, descriptions at several lengths, voice and vocabulary, a logo or wordmark, colours, typography, photography direction and a quick check for later writing, together with a table of the facts the website will state and a working preview of the website's opening screen;
• a visual identity for the practice (the logo or wordmark, a colour system with its values, and typography), supplied as files. Several competing design or logo concepts, trademark work, specialist illustration, print design, stationery, social media templates and print production are outside this scope and would be quoted separately;
• one complete, responsive web page for your practice, built from the approved direction, with the copy, an enquiry form and a reading control for text size and spacing;
• accessibility, performance and security good practice, and essential on-page SEO;
• two consolidated feedback stages, as described in clause 7;
• connection to your domain, pre-launch checks, launch, and thirty days of minor corrections after launch; and
• the first twelve months of Practice Care, as described in clause 12.

Additional pages, booking systems, blogs, advanced integrations, unusual functionality, ongoing marketing and a change to a new direction after you have approved it are not included, and are quoted separately under clause 10. Anything not listed as included on the Practice Identity & Website page is not included.

3. Price and payment

The price is £495, fixed, and is paid in two instalments: a deposit of £100 to reserve your place, and a balance of £395 once you have approved the direction, before the website is built.

£495 is the founding-practice price, offered to the first three practices the Studio works with. It is the full service at a reduced price and not a reduced service: the scope in clause 2 and on the Practice Identity & Website page applies without alteration. After those three projects the price becomes £995. The price stated in your written scope confirmation is the price of your project and does not change afterwards.

The weighting of the two instalments is part of that arrangement: most of the fee falls due at direction approval rather than at the start, because a founding practice is committing before the Studio has completed projects with real clients to show. It is a payment schedule and nothing more; it does not make the balance conditional on anything beyond what clause 11 states, and it does not create a right of refund. Refunds are dealt with in clause 14 and on the cancellation and refund information page. ⚖

The deposit is due on your acceptance of the written scope. Your place is reserved, and the intake form is sent, once it has been received. The balance is invoiced after you have approved the direction in writing, that is, the Practice Fundamentals and visual direction, at the end of the first feedback stage, and the website is built only once the balance has been received. The balance is triggered by your approval of the direction and not by the Studio stating that any work is complete. Clause 11 sets out what direction approval means. ⚖

There is no online checkout. The scope and the price are confirmed in writing before any invoice is issued. A single payment may be agreed in writing in place of the two instalments where both parties prefer it.

Each instalment is invoiced and paid by bank transfer to the Studio's business account. The account details are given on the invoice and are not published on this website. The Studio does not take card payments and does not receive, see or store card details.

The deposit is payable before the intake begins. The balance is payable within 14 days of its invoice, and the build begins once it has been received. If you decide not to go ahead after receiving the Practice Fundamentals, and tell me so in writing, the balance is not invoiced; the position on the deposit is set out in the cancellation and refund information. ⚖

The Studio is not registered for VAT. The prices shown are the amounts charged, and no VAT is added to them. ⚖

Domain registration fees, third-party image licences, paid font licences and Practice Care after the first twelve months, if you choose to continue it, are not included in the price and are payable by you, either directly or as separately agreed.

4. When the contract is formed, and when the project begins

There is no self-service checkout, and nothing on this website can be bought by clicking. The agreement is made in writing: after your enquiry I confirm the scope and the price to you by email, that email refers to these terms and to the version in force on the date shown at the foot of this page, and a contract is formed when you accept it in writing and the first instalment is paid. ⚖

The project officially begins at a later point: once your completed intake form has been received and checked, and I have confirmed to you in writing that work on your Practice Fundamentals has started. Paying the deposit reserves your place and brings you the intake form; it does not by itself start the work.

Your receipt is the invoice marked as paid, which I send you once the transfer has cleared.

Your acceptance is recorded in the written exchange, not at a payment page. Please read these terms before you agree to the written scope; you do not need to enter any details, or pay anything, to do so.

5. What you must supply

The price assumes you supply everything listed under “You supply” on the Practice Identity & Website page, including your answers to the intake form. The words for the one included page are written from those answers; writing for additional pages, articles or other material is not included.

You confirm that:

• you own, or are properly licensed to use, all copy, images, logos and other materials you supply;
• the materials you supply do not infringe anyone else's rights;
• the professional information you supply (qualifications, memberships, registration numbers, fees and availability) is accurate and current; and
• you will check that information, and confirm each fact in writing, before anything is published.

I am not responsible for checking the accuracy of factual or professional information you supply, and I do not verify professional registrations. Nothing is published until you have confirmed every fact the website states. ⚖

6. Your professional and regulatory responsibilities

If you are a therapist, counsellor, psychotherapist or other regulated or registered practitioner, you remain responsible for ensuring that the published website complies with the advertising, ethical and professional requirements of your membership body or regulator, and with advertising law. I will apply the wording you approve; I do not provide regulatory or advertising compliance advice. ⚖

7. Feedback stages and corrections

Two consolidated feedback stages are included. At each stage you send one complete set of feedback.

Stage one: the Practice Fundamentals and visual direction. You confirm or correct each fact in the facts table, and either approve the direction or send one consolidated set of adjustments. Where you ask for adjustments, I make them and send the adjusted direction for you to confirm.

Stage two: the built website. You review the website and send one complete, prioritised list of changes. This stage refines the approved direction; it is not a restart with a different look.

A correction does not use up a stage. Correcting a factual error, putting right something I have misunderstood, and putting right anything that departs from the direction you approved are corrections, not feedback stages.

A feedback stage does not include:

• a new brief, or a change to a new direction after you have approved it;
• additional pages;
• rework caused by information supplied late or changed after written approval; or
• features outside the one-page design.

8. Response times and dormant projects

I will reply to project messages within two working days. Working days are Monday to Friday, excluding bank holidays in England.

You are asked to respond to questions and approval requests within five working days. If a project receives no reply from you for 30 days I will send a written reminder. If there is still no reply after 60 days, the project is treated as dormant and my time is reallocated. A dormant project can be restarted subject to availability and may need rescheduling.

Dormancy does not by itself entitle either of us to a refund. See the cancellation and refund information. ⚖

9. Timescales

A Practice Identity & Website usually takes about five weeks from a complete intake, provided replies arrive within the times above. The start is the date I confirm in writing once your completed intake has been received and checked; it is not the date of your enquiry or of your deposit. Timescales are estimates given in good faith and are not guaranteed dates unless I have agreed a specific date with you in writing. ⚖

10. Additional work

Work outside the agreed scope is charged at £55 an hour or, where the scope is clear, quoted as a fixed price. Either way it is described in writing before it begins (with an estimate of the time it will take where it is charged by the hour) and starts only when you confirm in writing. Additional work is invoiced separately. ⚖

11. Approval, launch and corrections

Direction approval. When I send you the Practice Fundamentals I ask you to confirm the facts and to approve the direction in writing. You approve the direction by replying that it feels right and I should go ahead or, where you asked for adjustments, by confirming the adjusted direction. That written approval is the point at which the balance in clause 3 is invoiced. The approved direction is the basis of the website. If you do not reply, the project is treated under clause 8; the balance is not invoiced without your approval. ⚖

Launch approval. Before launch I will ask you to approve the website in writing. Launch approval confirms that you have checked the content, including every factual and professional detail. Nothing is published without it.

Launch approval is a step in the process, not an open-ended condition. I ask for it once the second feedback stage has been completed. If you are not ready to give it, tell me in writing within ten working days what remains outstanding within the agreed scope. Anything you identify within scope is put right, at no charge and without using a feedback stage, and I will ask for approval again. If nothing within scope is identified in that time, the website is treated as delivered, and it is published once you have confirmed its facts. Anything outside the agreed scope is quoted under clause 10 and does not hold up launch approval. ⚖

For thirty days after launch I will correct, without charge, minor faults in what was delivered: broken links, display faults, typographical errors introduced by me. New content, new pages, new features and changes of mind are additional work.

12. Practice Care, hosting and third-party services

The first twelve months of Practice Care are included in the price and run from the day the website goes live. Practice Care is: hosting the website on the Studio's infrastructure; the TLS certificate; deployments, technical upkeep and keeping the build working; dependency and security updates; version history so a change can be reverted; help pointing your domain and with DNS changes; correcting genuine technical faults in the website or its deployment; support with the website as it was originally built; and, once in each year of Care, a review of the website, your directory profile and basic SEO health, with a short set of written recommendations. ⚖

Additions, redesigns and content changes are outside Practice Care. That includes changing the wording, fees, availability or other information on the website, adding a section or a page, a redesign, a change of structure, and new functionality. Such work is additional work under clause 10. Acting on the recommendations from the annual review is also additional work, and is entirely your choice. Where a request genuinely sits between the two, I will tell you which it is, and what it would cost, before doing any chargeable work. ⚖

Practice Care is not: your domain registration fee; email hosting or mailboxes; ongoing SEO, marketing, paid advertising or directory work; or development time of any kind. It is not an unlimited support contract, and it does not extend the thirty-day corrections window in clause 11. I do not guarantee uptime, I do not promise continuous monitoring, and I do not commit to a repair time. What I do commit to is acknowledging a problem you report, or one I detect, within one working day, and telling you what is happening. ⚖

Before the twelve months are up I will write and ask whether you want Practice Care to continue. It is optional. It continues only if you say yes, at £120 a year, paid for the year ahead, and each later year is renewed in the same way: I ask before the year is up, and it renews only if you say yes. If it does not continue, I will give you at least thirty days' notice before the website is removed from the Studio's infrastructure, and hand over what is needed to host it elsewhere. ⚖

You may host the website yourself, or with another suitable provider, at any time. The website is yours either way.

What handover means. Handover costs nothing. Whenever you ask for it, and in any case before the website is removed from the Studio's infrastructure, I give you: the complete source files for your website and the built files a host needs to serve it; the copy and images used in it; written instructions for pointing your domain and for deploying the files elsewhere; and a list of the third-party services it depends on, such as fonts, image licences and the domain registrar, with what each one costs and who holds the account. Your domain is registered in your own name and stays under your control throughout; I never hold it. Handover is a set of files and instructions rather than an account you log into, because the website has no login, no page builder and no admin area. Clause 13 sets out what you own outright and what you hold under licence. ⚖

Third-party services (hosting providers, domain registrars, form services, font and image licensors) are supplied under their own terms. I am not responsible for their availability, performance or pricing. ⚖

13. Intellectual property and licence

You retain ownership of the copy, images, logos and practice information you supply.

On receipt of full payment, the finished, customised website produced for your practice is yours to keep, host and move.

On receipt of full payment, your practice identity is yours: the logo or wordmark made for your practice, the Practice Fundamentals, and the colour and typography specifications. You may use them for your own practice without limit, and you may give them to another designer, printer, sign maker or developer working for you. They are not licensed to you for one website. ⚖

The underlying website design system, layout and code remain the intellectual property of Alexander Watson Studio. On receipt of full payment you are granted a non-exclusive, perpetual, non-transferable licence to use them as part of one website for your own practice. The licence does not permit you to resell, redistribute, sublicense or reuse the website design system for a second website or for another practice. ⚖

Fonts, stock images and third-party components remain subject to their own licences. Where a typeface licence permits it, the font files are supplied with your identity; where it does not, the Practice Fundamentals names the typeface and how to obtain it.

Unless you ask me in writing not to, I may show the finished website in my portfolio and describe the work.

14. Cancellation and refunds

Cancellation and refunds are dealt with in the cancellation and refund information, which forms part of these terms.

15. Ending the contract

Either of us may end the contract in writing if the other is in serious breach of it and has not put the breach right within 14 days of being asked to.

I may also decline to continue with a project where the content I am asked to publish would, in my reasonable judgement, be unlawful, misleading, or seriously inconsistent with the professional standards of your field. In that case I will explain why in writing, and any refund will be worked out under the cancellation and refund information. ⚖

16. Liability

Nothing in these terms limits or excludes liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for any other liability that cannot lawfully be limited or excluded.

Nothing in these terms affects any statutory rights you may have. Where you are dealing as a consumer, your legal rights, including rights relating to services being carried out with reasonable care and skill, are not affected by anything in these terms.

Beyond that, no limit or cap on liability is claimed in these terms. ⚖

I do not guarantee any particular level of search engine ranking, traffic, enquiries or income arising from the website.

17. Confidentiality

Each of us may learn things about the other in the course of the project that are not public: draft copy, fees not yet published, business plans, pricing, methods and working files. Neither of us will disclose that information to anyone else, or use it for any purpose other than the project, except where disclosure is required by law, by a regulator or by a professional body, or where the information is already public through no fault of ours.

This obligation continues after the project ends. It does not prevent me from showing the finished, published website as portfolio work, which is dealt with in clause 13 and which you may decline.

I do not need, ask for, or want information about your own therapy clients. Please do not send it. If identifiable client information reaches me by accident I will tell you, delete it, and confirm that I have done so. ⚖

18. Your information

How your information is handled, including in connection with payment, is described in the privacy notice.

19. Events outside reasonable control

Neither of us is responsible for failing to perform, or for delay in performing, where the cause is outside our reasonable control, including serious illness, bereavement, failure of a third-party hosting, domain or payment provider, loss of power or internet access, industrial action, or an act of a public authority.

If such an event occurs I will tell you as soon as I reasonably can, and we will agree a revised timetable. Where the event continues for more than thirty days, either of us may end the contract, and clause 15 applies to what has already been done and paid for. Nothing in this clause affects any statutory right you may have. ⚖

20. Complaints

If something is wrong, please tell me first, in writing, at hello@alexanderwatson.co.uk. I will acknowledge within two working days and respond substantively within ten working days.

21. Changes to these terms

These terms may be updated from time to time. The version that applies to your purchase is the version published on this page at the time you paid. Please save or print a copy for your records. ⚖

22. Governing law

These terms are governed by the law of England and Wales. If you are a consumer resident in Scotland or Northern Ireland, you may also be able to bring proceedings in the courts of the country in which you live. ⚖

Contact

hello@alexanderwatson.co.uk

Version 0.1, prepared 2 October 2026. Written by the Studio. Not legally approved: no solicitor has reviewed the wording. The version cited in your written acceptance governs your project. Superseded versions are kept for reference.

These service terms sit alongside the general website terms and conditions. Where they conflict in relation to a Practice Identity & Website purchase, these service terms apply.