Terms of service

1. Who we are

Apex Digital is the trading name of Apex Digital - FZCO, licensed in Dubai, United Arab Emirates.

In these terms, "we", "us" and "our" mean Apex Digital. "You" and "your" mean the business named on the Client Services Agreement.

2. How the agreement is formed

The agreement is formed when you sign the Client Services Agreement. You enquire by WhatsApp or through the form, we talk through your services and districts, and we send you the agreement to sign.

The agreement carries your plan, your price, your minimum term and your start date, all taken from what we agreed on the call. Nothing is payable until you sign. On signature we invoice your first month, and that invoice is the only money that changes hands before the work starts: there is no build fee and no deposit.

Your start date is the date you sign. That is the date your minimum term runs from, even though the keyword research, the build and the rest of the work follow afterwards.

If anything on the agreement is wrong, tell us before you sign and we will put it right.

3. Payment

Fees are invoiced monthly in advance, in UAE dirhams. Your first month is invoiced on signature. After that we invoice on the same date each month, and each invoice is due by the date shown on it.

There is no build fee and no deposit.

You can pay by bank transfer to the account on the invoice, or by any other method we agree with you in writing.

If an invoice is not paid by its due date we remind you. If it is still unpaid 7 days after that reminder we may pause your services, including your website, until the account is clear. Fees continue to accrue while services are paused, and the minimum term keeps running.

Your price holds for as long as you stay. For as long as your plan runs without a break, we will not increase the monthly price of the plan you signed for. Anything added later is charged at the rate agreed in writing at the time you add it.

VAT at 5% is added to every invoice.

4. Minimum term and notice

The minimum term for your plan is shown on your agreement and runs from your start date. The Launch, Growth and Apex plans each carry a 12 month minimum term. A one off build or a quoted service carries the term stated on its quote.

At the end of the minimum term the plan continues month to month at the same price.

Once you are rolling monthly, either of us can end the agreement by giving 30 days written notice. Your notice to us should come through the contact form.

If you stop before the minimum term is up, the months left on that term stay payable.

You can move up a plan at any time. The higher price applies from your next invoice and moving up does not restart your minimum term. You can move down a plan at the end of the minimum term.

Keyword research happens after you sign. If it shows that a different plan fits your business better, we move you either way with no penalty. The price for the plan you move to applies from your next invoice, and your term continues to run from your original start date.

5. What we need from you

• Complete the onboarding questionnaire. We send it to you as soon as you sign. We cannot start the keyword research or the build until it is in.
• Join the kickoff call. You book it once the questionnaire is in. It is where we confirm your services, your districts and your launch date.
• Give approvals and feedback within 5 working days of us asking for them. If we have heard nothing after 5 working days we treat the work as approved and carry on, so that your build is not held up.
• Give us accurate and complete information. The pages we build are only as good as the detail you give us about your services, the districts you work in and the jobs you have done.
• Confirm that you own, or have permission to use, everything you send us, and that we may use it to deliver your services.
• Keep your domain name registered in your own name and under your own control, and give us the DNS access we need to point it at your site. Your domain is yours and we never hold it for you.
• Tell us when things change: contact details, opening hours, services, districts, prices on the site, or the person we should be dealing with.

6. What we do

We deliver the services described below for the plan you signed for, with reasonable skill and care.

• We do the keyword research, agree the coverage plan with you, build the site, launch it, and then run the ongoing SEO for as long as your plan runs.
• We host your website on Webflow and keep it live and secure for as long as your plan runs.
• We reply to messages within 1 working day, whether they come by WhatsApp or through the form.
• We send you a ranking report every month, so you can see what your pages are doing in search.
• We tell you before any cost arises that your plan does not cover.

7. Timelines

Build slots are allocated in the order that completed questionnaires come in, not in the order that agreements are signed. Finishing the questionnaire quickly is what gets you started quickly.

Your launch date is confirmed at the kickoff call, once we know what we have to work with.

If materials, answers or approvals arrive late, the launch date moves back by at least as long. Billing does not pause while we wait.

8. Who owns what

You keep everything you supply, and everything that carries your name: your logo, photographs, video, text, your domain, your Google Business Profile and any ad accounts.

While your plan runs, Apex Digital owns the website build. That means the layouts, page structure, templates, code, the coverage matrix and the pages we write for you, and we host the site in the Apex Digital Webflow account.

You have a licence to use that website for your business for as long as your plan runs. The licence ends when the plan ends, unless you take the handover in section 9.

We may show your website and the work we did for it in our portfolio, case studies and marketing, unless you tell us in writing that you would rather we did not.

9. The AED 5,000 + VAT handover

The site is yours to take once the minimum term is up.

After the minimum term, if you decide to stop, you can take full ownership of your website. We move it into your own Webflow account for a one off AED 5,000 + VAT.

The AED 5,000 + VAT covers the transfer of the build itself: the pages, the structure, the content written for you and the assets in the site. Ownership passes to you when the transfer is complete and the handover fee is paid.

We give you up to 14 days of reasonable help with the transfer. That covers moving the site into your Webflow account, telling you what to change for DNS and hosting, and answering your questions about how the site is put together.

After the handover, hosting, upkeep, content and SEO are yours to look after, and Webflow bills your account directly.

This is the only route to taking the site with you. Beyond the notice arrangements in section 4 there is no cooling off period, and fees already paid are not refunded.

10. What we do not promise

Search engines are outside anyone's control and your competitors are working too. We do not promise rankings, traffic, enquiries, leads or sales, and we would be careful of anyone who does.

What we commit to is the work: the research, the pages, the technical build and the ongoing SEO set out below, delivered to the standard in section 6.

Rankings build over months rather than weeks, and the monthly ranking report exists so you can see the direction of travel.

11. Data protection

Both of us will comply with the UAE Personal Data Protection Law, Federal Decree Law No. 45 of 2021.

Where we handle personal data about your customers and enquirers on your behalf, for example enquiry form submissions, WhatsApp follow ups and review requests, you are the controller and Apex Digital is the processor.

As processor we act only on your documented instructions, keep the data secure and confidential, use sub processors only where they are bound by equivalent obligations, help you deal with requests from the people the data is about, and delete or return the data at the end of the agreement if you ask us to.

You are responsible for having a lawful basis for the data you ask us to process, for your own privacy notice, and for making sure any contact lists you give us were collected lawfully.

For your own contact and billing details we are the controller, and our privacy policy applies.

If either of us learns of a personal data breach affecting data held under this agreement, we tell the other without delay.

12. Confidentiality

Each of us keeps the other's confidential information to ourselves and uses it only to carry out this agreement.

That does not apply to information that is already public, that either of us already held, or that the law requires us to disclose.

Passwords and access details you share with us are stored securely and used only for the work you have asked us to do.

This section keeps applying for 3 years after the agreement ends.

13. Third party costs

Webflow hosting and SSL for your website are included for as long as your plan runs.

The following are yours to pay for: your domain name registration and renewal; software or platform subscriptions taken in your own name, including CRM, email, booking and review tools; advertising spend on any platform, which you pay to the platform directly; and stock photography, video, music and font licences bought for your project.

Third party subscriptions and advertising accounts are set up in your name on your own payment method, so that they stay with you whatever happens to this agreement.

We tell you before a third party cost is needed, and we do not commit you to one without your agreement.

14. Liability

Neither of us limits liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for anything else that the law does not allow to be limited.

Neither of us is liable to the other for indirect or consequential loss, or for lost profit, revenue, business, goodwill, anticipated savings or data.

Our total liability under this agreement is capped at the fees you paid us in the 12 months before the claim arose.

We are not liable for the acts, outages, policy changes or price changes of third parties, including hosting platforms, search engines, social platforms, messaging apps, payment providers and domain registrars.

Neither of us is liable for a failure caused by something genuinely beyond our reasonable control.

15. Changes to these terms

Any change to your plan, price, coverage or scope must be agreed in writing before it takes effect.

We may revise these terms for clients who sign later. If you are already a client, you keep the terms you signed. A revision applies to you only if we both agree to it in writing.

16. General

Entire agreement. Your signed Client Services Agreement, these terms and the service detail below are the whole agreement between us, and they replace anything said or written before.

Severability. If any part of this agreement turns out to be unenforceable, the rest of it continues to apply.

Subcontractors. We may use subcontractors and partners to deliver parts of your services, including designers, developers and writers. We stay responsible to you for their work.

Assignment. You may not pass this agreement to anyone else without our written consent.

Notices. Formal notices under this agreement, including notice to end it, must be given in writing. To us through the contact form. To you at the email address on your agreement. A notice counts as given on the next working day after it is sent.

WhatsApp. You are welcome to use WhatsApp for day to day questions, approvals and photographs. It is not a valid way to give a formal notice.

Third party rights. Nobody apart from you and us has any rights under this agreement.

Law. This agreement is governed by the laws of the Emirate of Dubai and the federal laws of the United Arab Emirates, and the Dubai courts have exclusive jurisdiction.

Website plans

Plans and coverage

All 3 plans carry a 12 month minimum term, then continue month to month on 30 days written notice. There is no build fee, the first month is invoiced on signature, and your price holds for as long as you stay. Prices exclude VAT at 5%.

The technical build, identical on every plan

• A website built in Webflow.
• A page for each of your services in each of your districts, within your plan's coverage.
• Structured data across the site so search engines understand what you do and where in Dubai you do it.
• An llms.txt file with accurate business information, plus content and technical checks to support discovery by search and AI tools. Google does not require llms.txt, and inclusion in AI answers is not guaranteed.
• Internal links built to carry authority to the pages that need it.
• Speed and Core Web Vitals work.
• Tracking set up so you can see what the site is doing for you.
• Google Business Profile set up, or tidied up, and connected to the site.
• Hosting and SSL for as long as your plan runs.
• Brand polish, as described below.

Ongoing SEO, included on every plan

• A ranking report every month, in plain English.
• Further pages built as the research finds them, within your plan's coverage.
• Work on the pages sitting just off page 1, to push them over.
• Google Business Profile management, citations and links.
• Visibility work for AI search.

Content edits

Included: text edits, image swaps and detail changes on pages that already exist, on request.

Not included: pages beyond your plan's coverage, redesigns, features that were not part of the build, changes to your service or district coverage, and any third party work. We quote for these separately, in writing.

Brand polish

Brand polish means cleaning up and vectorising the logo you already have, setting a colour palette and type scale for the site, and producing social and Google Business Profile versions of your logo. It does not include designing an identity from scratch. If you need one, we quote for it separately in writing.

More coverage and custom builds

If you need more services or districts than your plan covers, the usual route is to move up a plan. Where a plan is nearly right, you can add a service at AED 250 a month + VAT or a district at AED 100 a month + VAT. Extras are agreed in writing after the keyword research has shown they are worth building, and they join the same minimum term as your plan.

Anything over 450 combinations, and any ecommerce, multi language or Arabic build, sits outside these plans and is quoted in writing as a Custom plan.

SEO on its own

If you want to keep your current website, we can run the SEO on it without a plan. It suits a site where we get edit access, such as WordPress, Webflow or Shopify, and it is from AED 3,000 a month + VAT with a 6 month minimum term, then monthly on the notice terms in section 4. It covers keyword research, technical fixes, on page work, Google Business Profile, citations and links, new location pages written into your site within an agreed monthly allowance, and the monthly ranking report. It does not include a new website.

Moving between plans

Move up at any time. It applies from your next invoice and does not restart your minimum term. Move down at the end of the minimum term.

One off websites

A one off website is for a business that wants to own its site outright from day 1. It is scoped on a consultation and sold on a written quote, from AED 25,000 + VAT. It does not include the coverage pages or the ongoing SEO of the monthly plans unless the quote says so.

Scope and quote. We agree the pages, the features and the content on a consultation, then send a written quote with the price, the payment schedule and the timeline. Work starts when the quote is signed and the first payment on it is made. Changes to the scope after that are quoted before we do them.

Platform. Built on Webflow or WordPress, whichever suits your business, and handed over on your own hosting or your own Webflow account. Hosting, domain renewal and any plugins or subscriptions are taken in your name and billed to you.

Payment. Payment follows the schedule on your quote, and ownership of the build passes to you when the final invoice on it is paid. VAT at 5% is added to every invoice.

Ownership. Once the final invoice is paid, the site is yours outright: the design, the pages, the content we wrote for you and the assets in it. We may show the work in our portfolio unless you ask us in writing not to.

Not included unless your quote says so: ongoing SEO, the service by district pages, hosting after handover, third party subscriptions, and changes outside the agreed scope.

Social media and paid ads

Social media management and paid ads management are scoped on a consultation and sold on a written quote. No price is shown on this site for either.

Term. The minimum term is stated on your quote. After it, the service rolls monthly on 30 days written notice.

How the month works. Each month we plan the content or the campaigns with you, run them, and report on what happened. The scope on your quote sets how much we produce or manage, and anything beyond it is quoted separately.

Approvals. Nothing is posted under your name, and no campaign goes live, until you have approved it. If we hear nothing within 5 working days of sending something for approval, that month's work waits, and the month remains payable.

Reporting. You get a report every month showing what went out or what was spent, and what it did. For paid ads it shows spend, clicks, enquiries and cost per enquiry, taken straight from the platform's own data.

Ownership. Your social accounts, your ad accounts and the content we make for them are yours, and ad spend is paid by you to the platform directly.

Portfolio. We may use the content and the campaign results in our portfolio and marketing, exactly as they happened, unless you ask us in writing not to.

Company details

Apex Digital, the trading name of the licensed entity named in section 1

Licensed in Dubai, United Arab Emirates

DSO-IFZA, IFZA Properties, Dubai Silicon Oasis, Dubai

Enquiries and notices: the contact form

Messages: WhatsApp or the form

Web: apexagency.ai

Prices exclude VAT at 5%.