Version 2.0 · published 10 October 2026

The Standard

The text the work is held to, published before anything is signed. Each version is dated and kept; where an identifier changes, the changelog says what it became.

The English text is authoritative.

The Standard on one page

A reading aid; each line leads to its clause. The English text is authoritative.

Anything carrying the name of a person at the practice is approved by that person before it appears. Without exception.
ST-4.2
The site appears in every language the practice works in.
ST-3.2
Every enquiry receives a first reply; the time between arrival and reply is measured.
ST-6.1
The assistant is in preparation. It will answer only from what the practice has published; otherwise it will say so and hand over to a person.
ST-7.6 ST-7.1
What is automated is documented, so that the practice can run it without Standard.
ST-8.2
The client area opens on a letter, written each week and sent by e-mail to each person who chooses it.
ST-9.2
Nothing in the client area grades the practice or the work: no score, no ranking, no colour that judges.
ST-9.15
One message ends the subscription; the site, the history and the automations are handed over.
ST-12.9

Each clause carries an identifier by which it can be cited.

§1Scope7
§2Definitions18
§3Presence · The site7
§4Content · What is published10
§5Acquisition · How people find you8
§6Follow-up7
§7Assistant6
§8Systems · Work that repeats7
§9The client space · The client area15
§10The record12
§11Limits8
§12The relationship9

114 clauses

Search the clauses

Search runs over the English text of the clauses.

114 of 114 clauses

§1Scope

ST-1.1: This standard governs the work Standard performs for a practice under one subscription: the six services specified in §3 to §8, and the client space of §9, in which the practice sees that work and approves it.
ST-1.2: The work is continuous. There is no delivery date, because what is being undertaken is that the work keeps happening and keeps being recorded.
ST-1.3: This standard is published before it is sold, and is versioned. Each version is dated and retained, and stays readable once replaced. A change to any clause produces a new version and an entry in the changelog, and an identifier that changes is mapped there from the version before.
ST-1.4: Standard's own site is built and operated to this standard, and the checks named in §3.3 run against it on every build.
ST-1.5: This standard governs Standard's work, not the practice of the profession. It does not govern the practice's own systems, the records the practice keeps on its patients, or the medical or aesthetic act itself.
ST-1.6: Standard also performs work that no clause of this standard specifies. Where it does, the boundary of that work — what is included and what is not — is published before it is sold, and it binds in the same way a clause does. §11.6 governs what the absence of a clause means; it does not license selling without a stated boundary.
ST-1.7: Standard's scope for a practice — which of the six services it runs there, and to what extent — depends on the country, the profession and the acts the practice performs. It is established before signature and written into the contract.

§2Definitions

ST-2.1: Surface — anything a person outside the practice can reach: a page, a document, a listing, a scheduled publication, a sent message.
ST-2.2: Action — a single change to a surface, a single message sent from one, or a single act the work depends on, such as an approval, a return, a declared absence or a sent letter. Actions are the unit the record counts.
ST-2.3: Record — one entry per action, carrying the time, the surface, the action, the person or the Standard process that performed it, the person who approved it where approval was required, what changed, and the clauses it cites.
ST-2.4: Publication — an action that puts content on a surface a person outside the practice can reach, at the moment it becomes reachable.
ST-2.5: Approval — a named person accepting a specific piece before it is published. Return — a named person sending a piece back with a note. Each is given per piece, by that person, and neither is delegable to a subscription.
ST-2.6: Activation — the initial pass, in the first weeks of the engagement, in which the site is taken on, the practice's constraints and languages are recorded, and the named people are designated.
ST-2.7: Constraint — a rule the practice is subject to, recorded at activation, that the work is executed inside. Professional conduct rules are constraints.
ST-2.8: Where a rule binds Standard directly as well as the practice, it is recorded as binding both. A rule recorded against the practice alone understates one that also reaches the party performing the work, and a constraint that is understated at activation is executed against for the length of the engagement.
ST-2.9: Practice — the client: the practice that subscribes, and the people in it whom it names to Standard.
ST-2.10: Named person — a person at the practice designated by name to approve what is published under their name, under the practice's name, or both. Anyone at the practice whose name a piece carries is a named person for that piece.
ST-2.11: Piece — anything to be published or changed that is submitted for approval: a page, an article, a post, a listing, an automation. Each version of a piece is approved or returned on its own.
ST-2.12: Letter — the weekly letter of §9.2, written from the record's entries and signed by the person who does the work.
ST-2.13: Mot — a note written by a person at the practice, in the client space, to the person who does the work. A mot is correspondence, not an action.
ST-2.14: Mandate — the written statement, agreed with the practice, of what Standard does without asking and what it always submits for approval.
ST-2.15: Absence — a period during which a person at the practice is away, declared in the client space.
ST-2.16: Scope — Standard's scope for the practice under §1.7: the services in it, and those in preparation.
ST-2.17: Client space — the private space in which the people of the practice read the letter, approve or return pieces, write a mot, declare an absence, and read the record and the documents.
ST-2.18: Dossier — a selection of the record, by dates and, where asked, by the name a publication appeared under, exported for the practice to hand to someone else.

§3Presence

ST-3.1: The site exists, is reachable, and every page it publishes returns a successful response.
ST-3.2: The site is published in every language the practice works in. A page that exists in one language and not another is recorded as incomplete until it exists in both.
ST-3.3: Technical condition is asserted by checks that run at build time, not by inspection: heading order, contrast, canonical URLs, language alternates, structured data, sitemap and redirects.
ST-3.4: A check that cannot run has not passed. Any check that cannot perform its assertion fails the build rather than reporting a warning.
ST-3.5: When a fact about the practice changes — a person, an address, opening hours, a treatment offered or withdrawn — the site is changed to match, and the change is recorded.
ST-3.6: A retired page resolves to a stated outcome: it redirects to a page that answers the same question, or it returns gone. It does not redirect to the home page.
ST-3.7: The site's accessibility and speed are checked on a schedule. Each check is dated and recorded with what it observed and what was corrected, and carries no score.

§4Content

ST-4.1: Content is written in the language it is published in, rather than written once and translated.
ST-4.2: Anything carrying the name of a named individual at the practice is approved by that individual before publication. This clause is not waivable.
ST-4.3: Every publication is recorded with its language, its destination, the time it became reachable, and what changed between the approved piece and the published one.
ST-4.4: The marking clause. Content generated by an AI system and published by Standard on a practice's behalf carries the marking that system applies, and the marking state is recorded per publication.
ST-4.5: Where a step in the publishing chain removes a mark that was present upstream, the record names the step. Marking is applied where content is made and can be lost where content is transformed; the state that is recorded is the state at the point of publication, not at the point of generation.
ST-4.6: The operative date for a publication is the date it became reachable, not the date the content was made. Scheduled content is recorded against the date it went out.
ST-4.7: §4.4 to §4.6 describe what Standard does. They state nothing about any practice's legal or regulatory position, and are not offered as an assessment of one. The reference followed is Regulation (EU) 2024/1689, Article 50(2).
ST-4.8: Where the profession or the country restricts what may be published about a service the practice offers, the restriction is recorded under §2.8 and governs what is published. No clause of this standard requires Standard to publish what the law forbids, and §5.1 is read subject to this clause.
ST-4.9: Every piece published under the practice's name is approved by the named person or people the practice designates for it. Where the mandate says so, a change that only carries over a fact the practice has stated — an address, opening hours, a closure during a declared absence — is made without asking, and is recorded.
ST-4.10: Standard publishes no before-and-after image and no patient testimonial on a surface it operates, and solicits no review.

§5Acquisition

ST-5.1: The pages that answer the questions people actually ask are published in each of the practice's languages.
ST-5.2: Outbound is sent only where the practice has authorised it in writing, to the audience the authorisation names, and not beyond it.
ST-5.3: Every outbound message is recorded: what was sent, to whom, and when. An unrecorded send is a defect in the work, not an efficiency.
ST-5.4: Every enquiry is recorded at the moment it arrives, including enquiries that arrive outside the site.
ST-5.5: Standard does not buy advertising, does not hold a practice's budget, and is not paid a proportion of one.
ST-5.6: No claim is made about what the work will produce. Standard publishes what it did; whether it worked is read from the record by the practice.
ST-5.7: Where the profession or the country prohibits a form of outreach, no authorisation from a practice permits it. Standard does not send what the law forbids, whatever has been agreed between the parties, and the prohibition is recorded under §2.8 as binding both of them.
ST-5.8: Where the practice is listed in a directory people use to find it, the listing is kept in line with the site — name, address, opening hours, languages — and each change to it is recorded.

§6Follow-up

ST-6.1: Every enquiry receives a first reply, and the time between arrival and reply is measured and recorded.
ST-6.2: An automated reply acknowledges, schedules and routes. It does not advise, and it does not answer a question that belongs to the practice's professional or clinical judgement.
ST-6.3: The handover — the moment a person at the practice becomes responsible for an enquiry — is itself an action, and is recorded with its time and that person's name.
ST-6.4: Where an enquiry is waiting on the practice, the record says so and says who it is waiting on.
ST-6.5: A sequence stops when a human takes over. It does not continue alongside one.
ST-6.6: Where an enquiry arrives through a channel Standard operates, the times of its arrival and of its first reply are written only by a Standard process, and the practice cannot alter them.
ST-6.7: What the practice writes about an enquiry — its reference, the consultation, the quote and what followed — is its own, and so are the times of an enquiry it notes itself, received in person or by telephone. The client space shows who wrote each fact.

§7Assistant

ST-7.1: The assistant answers from what the practice has published and from nothing else. Where the published material does not answer a question, it says so and routes the person to a human rather than composing an answer.
ST-7.2: The assistant does not advise, does not assess anyone's condition, and does not answer a question that belongs to the practice's professional or clinical judgement. §6.2 governs it in the same terms as any other automated reply.
ST-7.3: The assistant identifies itself as an automated system at the point of contact, in the exchange itself and not only in a policy page.
ST-7.4: Every exchange is recorded as actions under §2.2, with their times and the outcome. What a person said to the assistant is not written into the record; §11.4 governs what is held and where.
ST-7.5: Where the assistant hands over, the handover is an action under §6.3 and is recorded with its time. A sequence does not continue alongside the human who took it over.
ST-7.6: The assistant does not run for any practice until the lawful basis for the processing it requires is in place. Until then it is shown as in preparation, and no date is given for it.

§8Systems

ST-8.1: Standard automates work the practice already performs, inside the systems the practice already runs and already pays for.
ST-8.2: What is built is documented so the practice can operate it without Standard, and the documentation is delivered with the automation rather than after it.
ST-8.3: Standard does not introduce a new system of record, does not deliver software the practice would own and have to maintain, and does not require a presence on the practice's premises.
ST-8.4: No automation reads a person's message for clinical meaning, and none acts on such a reading. Routing is by stated rule, not by interpretation of what was said.
ST-8.5: The volume built in a period is stated before the engagement begins and does not accumulate across periods. Work beyond it is a different engagement, and §1.6 governs its boundary.
ST-8.6: Every automation built, changed or withdrawn is an action and is recorded, including the automation that was tried and not kept.
ST-8.7: No automation is put into service before it has been approved under §9.6. Each run is recorded, and the client space shows what each automation does, when it last ran, and its documentation.

§9The client space

ST-9.1: The client space opens at signature, with the practice's particulars, the mandate and the pieces awaiting approval. The full record opens in it in the second week of the engagement, under §10.8.
ST-9.2: The default view of the client space is the letter. A letter is written for each week; it appears in the client space and is sent by e-mail to each person at the practice who chose it. A week for which no letter was sent is covered by the next letter, which says so; nothing is backdated.
ST-9.3: A letter is signed by the person who does the work and is never sent unsigned. What it reports as done leads to the entries it rests on. Once sent, a letter does not change; a correction appears in a later letter.
ST-9.4: Where a letter states a count or a duration, it was measured, and the window it covers is stated with it. Where it rests on times the practice noted itself under §6.7, the letter says so.
ST-9.5: A piece awaiting approval is shown to each person whose approval it needs as it will appear, at its destination, with what changed since the version last approved or returned, and with when and where it will be published.
ST-9.6: A named person approves or returns a piece in one gesture, on the piece itself. Both are actions, recorded with the person and the time. A piece under several names waits for each of them; a returned piece comes back as a new version.
ST-9.7: An approval holds for the content approved. If the piece changes before publication, the approval no longer applies and the piece is submitted again. A piece not approved by its scheduled time is not published at that time.
ST-9.8: When a piece awaits a person's approval and they have not opened it, an e-mail notice tells them so, with a link to the piece and none of its content. A person receives at most one such notice a day, never within the consultation hours the practice has declared and never during their absence. A link in an e-mail never approves anything.
ST-9.9: A person at the practice can write a mot from the client space, and the person who does the work answers it; no one else at the practice reads it. No reply time is committed. A mot closes when the act that answered it is recorded or, where it asked only a question, when the answer is given; the time it took is measured and shown.
ST-9.10: A person at the practice can declare an absence in the client space. During it, nothing is published under that person's name and nothing is sent to them; their letters wait for their return. What else adapts is shown when the absence is declared, and the declaration and each adaptation are recorded.
ST-9.11: The mandate is shown in the client space. Anything published under a person's name is always submitted to that person, and that line of the mandate cannot be removed. The mandate changes by a mot from a named person, and each change is recorded.
ST-9.12: The client space shows only the services in the practice's scope. A service in preparation is shown as such, and no date is given for a service that waits on a legal condition not yet met.
ST-9.13: The client space holds the documents that bind the parties — this standard in the version in force, the subscription, the data processing agreement and its list of sub-processors — and every letter sent. A dossier can be prepared from it at any time, under §10.11.
ST-9.14: Each person at the practice reads the client space, the letters, the notices and the answers to their mots in the language they choose: French, English, Dutch or Portuguese.
ST-9.15: Nothing in the client space grades the practice or the work: no score, rating, ranking, target or comparison, and no colour that judges. Lists of acts, pieces, mots, letters and enquiries are ordered by date, never by importance.

§10The record

ST-10.1: The record is available to the practice continuously, without asking and without a reporting cycle.
ST-10.2: The record is read most recent first. The letter and every other summary in the client space are views of it: each line that reports an act leads to its entry, and none replaces the record.
ST-10.3: The record carries no number that has not been measured. Where something was not measured, the record says so rather than estimating it.
ST-10.4: The record carries no score, grade or rating of the work. A colour is a verdict, and this standard does not issue verdicts about work the practice is paying for and is entitled to judge.
ST-10.5: Anything awaiting approval is shown as awaiting approval, with the person it is waiting on named.
ST-10.6: The record is exported on request, in full, in a format that can be read without Standard. Nothing in the record is withheld from the practice it describes.
ST-10.7: The site and its content belong to the practice. On termination they remain the practice's, and the record goes with them.
ST-10.8: The full record opens in the client space in the second week of the engagement, and does not close while the engagement runs. An entry written before then is shown behind the line of the space that reports it, and is in the full record when it opens; from that moment, §10.1 governs.
ST-10.9: An entry is never edited once written, and is never deleted while the engagement runs; the database refuses any attempt by the application. An entry found to be wrong is corrected by a later entry that points to it, and both stay readable.
ST-10.10: Each entry cites the clauses it evidences in the version of this standard in force when the entry was written, and keeps that citation when a later version is published.
ST-10.11: A dossier states the selection it covers, what it includes and what it excludes, and the version of this standard in force for each entry. It is readable without Standard.
ST-10.12: A read, a draft, a preview, a notice and a mot are not actions, and nothing is entered for them.

§11Limits

ST-11.1: This standard states what Standard does. It states nothing about whether a practice meets any obligation of its own.
ST-11.2: Nothing published by Standard is medical, legal or other professional advice, and nothing in the record is a regulatory determination. No assessing authority and no professional body has reviewed this document.
ST-11.3: Where a practice is subject to professional conduct rules, those rules are recorded as constraints and the work is executed inside them. Standard offers no view on what those rules permit; that is a question for the practice and its professional body.
ST-11.4: Standard holds and processes what a person outside the practice sends to a surface it operates — an enquiry, and the reply to it — acting on the practice's instructions and not for its own purposes. It does not hold the practice's own case, treatment or clinical records. What a person sends is held apart from the record, encrypted, and none of it is written into the record: an entry states that an action occurred and when, not what was said in it.
ST-11.5: A clause met is not an outcome achieved. This standard describes work performed to a stated condition, and makes no claim about what follows from it.
ST-11.6: Where this standard is silent, it is silent. An absent clause is not a permission and not a prohibition; it is work that has not been specified yet, and it is added by version rather than by assumption.
ST-11.7: Where Standard may not run a service in a country, the service is not offered there, and nothing in this standard implies that it is. A service that waits on a legal condition does not run until the condition is met, and no date is given for it.
ST-11.8: Standard operates surfaces and moves documents. It does not act on a patient, and forms no judgement about anyone's condition.

§12The relationship

ST-12.1: One person does the work, and is named on Standard's site. That person submits the pieces, signs the letters, answers the mots and holds the conversations.
ST-12.2: The first conversation is held by video with the person who does the work, in French, English or Portuguese. It establishes Standard's scope for the practice under §1.7, who approves, and which tools the practice already runs.
ST-12.3: After the first conversation, Standard writes to the practice, setting out what it would take on, the fee, who approves, and what it needs from the practice, asked once.
ST-12.4: In the first weeks the site is taken on, the practice's constraints, languages and named people are recorded under §2.6, and the first piece is submitted for approval. The full record opens in the second week, under §10.8.
ST-12.5: Where a tool of the practice allows access by invitation, Standard is given access that way, from the practice's own account, and no password is asked.
ST-12.6: Each week a letter is written under §9.2. Each month the person who does the work holds a conversation with the practice. When it is useful, that person comes to the practice, at most once a month.
ST-12.7: The fee is named in the first conversation and written into the contract, exclusive of tax. The subscription runs month to month, with no set-up fee and no minimum term, and nothing is billed before the site is live. This standard, the record, the client space and a second language are never billed separately.
ST-12.8: The sub-processors Standard uses are published. A change to the list is notified to the practice before it takes effect.
ST-12.9: One message from the practice ends the subscription. The site is handed over working, with its content; the whole record is exported and handed over; each automation is handed over documented and running without Standard; accesses are returned. There is no exit fee.

Changelog

v2.02026-10-10

Rewritten around what is sold: six services in one subscription, and the client space in which the practice sees the work and approves it. The record is no longer argued for on its own; it sits under every line of the client space, as the entry behind each one and as the export. Added: §9 The client space — the weekly letter as its default view, signed and never sent unsigned; approval or return of each piece by the named person, void if the piece changes; at most one e-mail notice a day; the mot, with no reply time committed; absences; the mandate; the scope of each practice; documents and the dossier; a language per person. Added: §12 The relationship — one person doing the work, the first conversation by video, each month, the fee and terms, and leaving. Added within sections: §1.7, §2.9 to §2.18, §3.7, §4.9, §4.10, §5.8, §6.6, §6.7, §7.6, §8.7, §10.9 to §10.12, §11.7 and §11.8. Moved, so that the six services sit together at §3 to §8: Assistant from §9 to §7, Systems from §10 to §8, the record from §7 to §10, Limits from §8 to §11; each clause keeps its number within its section, and every identifier of §1 to §6 is kept. Retired: none. Amended in substance: §1.1, which named four services; §1.4, which cited §7 for the checks §3.3 names; §1.3, §1.5, §2.1, §2.2, §2.3, §2.5, §2.6, §3.2, §3.5, §6.1, §6.3, §10.2, §10.8 and §11.4. Cross-references follow the moves. Elsewhere the wording follows the definitions: 'client' became 'practice', 'item' became 'piece'. An entry written under v1.1 or v1.0 keeps citing the clause in force when it was written; the table below maps every v1.1 identifier to its v2.0 identifier and marks each clause whose words changed.

Identifiers, from v1.1 to v2.0

ST-1.1 ST-1.1kept · amended
ST-1.2 ST-1.2kept
ST-1.3 ST-1.3kept · amended
ST-1.4 ST-1.4kept · amended
ST-1.5 ST-1.5kept · amended
ST-1.6 ST-1.6kept · amended
ST-2.1 ST-2.1kept · amended
ST-2.2 ST-2.2kept · amended
ST-2.3 ST-2.3kept · amended
ST-2.4 ST-2.4kept · amended
ST-2.5 ST-2.5kept · amended
ST-2.6 ST-2.6kept · amended
ST-2.7 ST-2.7kept · amended
ST-2.8 ST-2.8kept · amended
ST-3.1 ST-3.1kept
ST-3.2 ST-3.2kept · amended
ST-3.3 ST-3.3kept
ST-3.4 ST-3.4kept
ST-3.5 ST-3.5kept · amended
ST-3.6 ST-3.6kept
ST-4.1 ST-4.1kept
ST-4.2 ST-4.2kept · amended
ST-4.3 ST-4.3kept · amended
ST-4.4 ST-4.4kept · amended
ST-4.5 ST-4.5kept
ST-4.6 ST-4.6kept
ST-4.7 ST-4.7kept · amended
ST-4.8 ST-4.8kept · amended
ST-5.1 ST-5.1kept · amended
ST-5.2 ST-5.2kept · amended
ST-5.3 ST-5.3kept
ST-5.4 ST-5.4kept
ST-5.5 ST-5.5kept · amended
ST-5.6 ST-5.6kept · amended
ST-5.7 ST-5.7kept · amended
ST-6.1 ST-6.1kept · amended
ST-6.2 ST-6.2kept · amended
ST-6.3 ST-6.3kept · amended
ST-6.4 ST-6.4kept · amended
ST-6.5 ST-6.5kept
ST-7.1 ST-10.1moved · amended
ST-7.2 ST-10.2moved · amended
ST-7.3 ST-10.3moved
ST-7.4 ST-10.4moved · amended
ST-7.5 ST-10.5moved
ST-7.6 ST-10.6moved · amended
ST-7.7 ST-10.7moved · amended
ST-7.8 ST-10.8moved · amended
ST-8.1 ST-11.1moved · amended
ST-8.2 ST-11.2moved
ST-8.3 ST-11.3moved · amended
ST-8.4 ST-11.4moved · amended
ST-8.5 ST-11.5moved
ST-8.6 ST-11.6moved
ST-9.1 ST-7.1moved · amended
ST-9.2 ST-7.2moved · amended
ST-9.3 ST-7.3moved
ST-9.4 ST-7.4moved · amended
ST-9.5 ST-7.5moved
ST-10.1 ST-8.1moved · amended
ST-10.2 ST-8.2moved · amended
ST-10.3 ST-8.3moved · amended
ST-10.4 ST-8.4moved
ST-10.5 ST-8.5moved
ST-10.6 ST-8.6moved
—ST-1.7new
—ST-2.9new
—ST-2.10new
—ST-2.11new
—ST-2.12new
—ST-2.13new
—ST-2.14new
—ST-2.15new
—ST-2.16new
—ST-2.17new
—ST-2.18new
—ST-3.7new
—ST-4.9new
—ST-4.10new
—ST-5.8new
—ST-6.6new
—ST-6.7new
—ST-7.6new
—ST-8.7new
—ST-9.1new
—ST-9.2new
—ST-9.3new
—ST-9.4new
—ST-9.5new
—ST-9.6new
—ST-9.7new
—ST-9.8new
—ST-9.9new
—ST-9.10new
—ST-9.11new
—ST-9.12new
—ST-9.13new
—ST-9.14new
—ST-9.15new
—ST-10.9new
—ST-10.10new
—ST-10.11new
—ST-10.12new
—ST-11.7new
—ST-11.8new
—ST-12.1new
—ST-12.2new
—ST-12.3new
—ST-12.4new
—ST-12.5new
—ST-12.6new
—ST-12.7new
—ST-12.8new
—ST-12.9new

v1.12026-08-27

The two services this document was silent about are now specified, and the standard covers the whole offer. Added: §9 Assistant and §10 Systems, appended rather than inserted so that no existing clause identifier changes; §1.6, work sold without a clause carries a published boundary that binds; §2.8, a rule binding Standard as well as the client is recorded as binding both; §4.8, no clause requires publishing what the profession or the country forbids; §5.7, no client authorisation permits prohibited outreach; §7.8, the record opens in the second week. Amended for the practices this standard is now sold to: §1.5 and §8.2, which named the professions of the previous buyer; §3.5 and §6.2, which described the work of a firm rather than a practice; §8.4, which said Standard holds none of a client's clients' data and had stopped being true of the follow-up service.

The text of v1.1, as published

§1 Scope

ST-1.1: This standard governs the work Standard performs on the online presence of a client: the site, what is published, how people arrive, and what happens after someone makes contact.
ST-1.2: The work is continuous. There is no delivery date, because what is being undertaken is that the work keeps happening and keeps being recorded.
ST-1.3: This standard is published before it is sold, and is versioned. Each version is dated and retained. A change to any clause produces a new version and an entry in the changelog.
ST-1.4: Standard's own site is built and operated to this standard, and the checks named in §7 run against it on every build.
ST-1.5: This standard does not govern the client's own systems, the client's client data, or the service the client sells — including, where the client is a practice, the medical or aesthetic act itself. Standard governs the presence, not the practice of the profession.
ST-1.6: Standard also performs work that no clause of this standard specifies. Where it does, the boundary of that work — what is included and what is not — is published before it is sold, and it binds in the same way a clause does. §8.6 governs what the absence of a clause means; it does not license selling without a stated boundary.

§2 Definitions

ST-2.1: Surface — anything a person outside the client organisation can reach: a page, a document, a scheduled publication, a sent message.
ST-2.2: Action — a single change to a surface, or a single message sent from one. Actions are the unit the record counts.
ST-2.3: Record — one entry per action, carrying the time, the surface, the action, the system that performed it, the human who approved it where approval was required, and what changed.
ST-2.4: Publication — an action that puts content on a surface a person outside the client organisation can reach, at the moment it becomes reachable.
ST-2.5: Approval — a named individual at the client accepting a specific item before it is published. Approval is given per item and is not delegable to a subscription.
ST-2.6: Activation — the initial pass in which the site is taken on, the client's constraints are captured, and the languages are established.
ST-2.7: Constraint — a rule the client is subject to, recorded at activation, that the work is executed inside. Professional conduct rules are constraints.
ST-2.8: Where a rule binds Standard directly as well as the client, it is recorded as binding both. A rule recorded against the client alone understates one that also reaches the party performing the work, and a constraint that is understated at activation is executed against for the length of the engagement.

§3 Presence

ST-3.1: The site exists, is reachable, and every page it publishes returns a successful response.
ST-3.2: The site is published in every language the client sells in. A page that exists in one language and not another is recorded as incomplete until it exists in both.
ST-3.3: Technical condition is asserted by checks that run at build time, not by inspection: heading order, contrast, canonical URLs, language alternates, structured data, sitemap and redirects.
ST-3.4: A check that cannot run has not passed. Any check that cannot perform its assertion fails the build rather than reporting a warning.
ST-3.5: When a fact about the client changes — a person, a location, a treatment or service offered or withdrawn — the site is changed to match, and the change is recorded.
ST-3.6: A retired page resolves to a stated outcome: it redirects to a page that answers the same question, or it returns gone. It does not redirect to the home page.

§4 Content

ST-4.1: Content is written in the language it is published in, rather than written once and translated.
ST-4.2: Anything carrying the name of a named individual at the client is approved by that individual before publication. This clause is not waivable.
ST-4.3: Every publication is recorded with its language, its destination, the time it became reachable, and what changed between the approved item and the published one.
ST-4.4: The marking clause. Content generated by an AI system and published by Standard on a client's behalf carries the marking that system applies, and the marking state is recorded per publication.
ST-4.5: Where a step in the publishing chain removes a mark that was present upstream, the record names the step. Marking is applied where content is made and can be lost where content is transformed; the state that is recorded is the state at the point of publication, not at the point of generation.
ST-4.6: The operative date for a publication is the date it became reachable, not the date the content was made. Scheduled content is recorded against the date it went out.
ST-4.7: §4.4 to §4.6 describe what Standard does. They state nothing about any client's legal or regulatory position, and are not offered as an assessment of one. The reference followed is Regulation (EU) 2024/1689, Article 50(2).
ST-4.8: Where the profession or the country restricts what may be published about a service the client sells, the restriction is recorded under §2.8 and governs what is published. No clause of this standard requires Standard to publish what the law forbids, and §5.1 is read subject to this clause.

§5 Acquisition

ST-5.1: The pages that answer the questions people actually ask are published in each of the client's languages.
ST-5.2: Outbound is sent only where the client has authorised it in writing, to the audience the authorisation names, and not beyond it.
ST-5.3: Every outbound message is recorded: what was sent, to whom, and when. An unrecorded send is a defect in the work, not an efficiency.
ST-5.4: Every enquiry is recorded at the moment it arrives, including enquiries that arrive outside the site.
ST-5.5: Standard does not buy advertising, does not hold a client's budget, and is not paid a proportion of one.
ST-5.6: No claim is made about what the work will produce. Standard publishes what it did; whether it worked is read from the record by the client.
ST-5.7: Where the profession or the country prohibits a form of outreach, no authorisation from a client permits it. Standard does not send what the law forbids, whatever has been agreed between the parties, and the prohibition is recorded under §2.8 as binding both of them.

§6 Follow-up

ST-6.1: Every enquiry receives a first reply, and the time between arrival and reply is recorded.
ST-6.2: An automated reply acknowledges, schedules and routes. It does not advise, and it does not answer a question that belongs to the client's professional or clinical judgement.
ST-6.3: The handover — the point at which a named person at the client becomes responsible for an enquiry — is itself an action and is recorded with its time.
ST-6.4: Where an enquiry is waiting on the client, the record says so and says who it is waiting on.
ST-6.5: A sequence stops when a human takes over. It does not continue alongside one.

§7 The record

ST-7.1: The record is available to the client continuously, without asking and without a reporting cycle.
ST-7.2: The default view is the record itself, most recent first. A summary is a view of the record and never replaces it.
ST-7.3: The record carries no number that has not been measured. Where something was not measured, the record says so rather than estimating it.
ST-7.4: The record carries no score, grade or rating of the work. A colour is a verdict, and this standard does not issue verdicts about work the client is paying for and is entitled to judge.
ST-7.5: Anything awaiting approval is shown as awaiting approval, with the person it is waiting on named.
ST-7.6: The record is exported on request, in full, in a format that can be read without Standard. Nothing in the record is withheld from the client it describes.
ST-7.7: The site and its content belong to the client. On termination they remain the client's, and the record goes with them.
ST-7.8: The record opens in the second week of the engagement, and does not close while the engagement runs. Before it opens there is nothing to read rather than something withheld; from the moment it opens, §7.1 governs.

§8 Limits

ST-8.1: This standard states what Standard does. It states nothing about whether a client meets any obligation of their own.
ST-8.2: Nothing published by Standard is medical, legal or other professional advice, and nothing in the record is a regulatory determination. No assessing authority and no professional body has reviewed this document.
ST-8.3: Where a client is subject to professional conduct rules, those rules are recorded as constraints and the work is executed inside them. Standard offers no view on what those rules permit; that is a question for the client and their professional body.
ST-8.4: Standard holds and processes what a person outside the client organisation sends to a surface it operates — an enquiry, and the reply to it — acting on the client's instructions and not for its own purposes. It does not hold the client's own case, treatment or clinical records. No content a person sends is written into the record: an entry states that an action occurred and when, not what was said in it.
ST-8.5: A clause met is not an outcome achieved. This standard describes work performed to a stated condition, and makes no claim about what follows from it.
ST-8.6: Where this standard is silent, it is silent. An absent clause is not a permission and not a prohibition; it is work that has not been specified yet, and it is added by version rather than by assumption.

§9 Assistant

ST-9.1: The assistant answers from what the client has published and from nothing else. Where the published material does not answer a question, it says so and routes the person to a human rather than composing an answer.
ST-9.2: The assistant does not advise, does not assess anyone's condition, and does not answer a question that belongs to the client's professional or clinical judgement. §6.2 governs it in the same terms as any other automated reply.
ST-9.3: The assistant identifies itself as an automated system at the point of contact, in the exchange itself and not only in a policy page.
ST-9.4: Every exchange is recorded as actions under §2.2, with their times and the outcome. What a person said to the assistant is not written into the record; §8.4 governs what is held and where.
ST-9.5: Where the assistant hands over, the handover is an action under §6.3 and is recorded with its time. A sequence does not continue alongside the human who took it over.

§10 Systems

ST-10.1: Standard automates work the client already performs, inside the systems the client already runs and already pays for.
ST-10.2: What is built is documented so the client can operate it without Standard, and the documentation is delivered with the automation rather than after it.
ST-10.3: Standard does not introduce a new system of record, does not deliver software the client would own and have to maintain, and does not require a presence on the client's premises.
ST-10.4: No automation reads a person's message for clinical meaning, and none acts on such a reading. Routing is by stated rule, not by interpretation of what was said.
ST-10.5: The volume built in a period is stated before the engagement begins and does not accumulate across periods. Work beyond it is a different engagement, and §1.6 governs its boundary.
ST-10.6: Every automation built, changed or withdrawn is an action and is recorded, including the automation that was tried and not kept.

v1.02026-08-25

First published version. Eight sections covering scope, definitions, the four services, the record and the limits of the document.

The text of v1.0, as published

§1 Scope

ST-1.1: This standard governs the work Standard performs on the online presence of a client: the site, what is published, how people arrive, and what happens after someone makes contact.
ST-1.2: The work is continuous. There is no delivery date, because what is being undertaken is that the work keeps happening and keeps being recorded.
ST-1.3: This standard is published before it is sold, and is versioned. Each version is dated and retained. A change to any clause produces a new version and an entry in the changelog.
ST-1.4: Standard's own site is built and operated to this standard, and the checks named in §7 run against it on every build.
ST-1.5: This standard does not govern the client's own systems, the client's client data, or any professional service the client sells.

§2 Definitions

ST-2.1: Surface — anything a person outside the client organisation can reach: a page, a document, a scheduled publication, a sent message.
ST-2.2: Action — a single change to a surface, or a single message sent from one. Actions are the unit the record counts.
ST-2.3: Record — one entry per action, carrying the time, the surface, the action, the system that performed it, the human who approved it where approval was required, and what changed.
ST-2.4: Publication — an action that puts content on a surface a person outside the client organisation can reach, at the moment it becomes reachable.
ST-2.5: Approval — a named individual at the client accepting a specific item before it is published. Approval is given per item and is not delegable to a subscription.
ST-2.6: Activation — the initial pass in which the site is taken on, the client's constraints are captured, and the languages are established.
ST-2.7: Constraint — a rule the client is subject to, recorded at activation, that the work is executed inside. Professional conduct rules are constraints.

§3 Presence

ST-3.1: The site exists, is reachable, and every page it publishes returns a successful response.
ST-3.2: The site is published in every language the client sells in. A page that exists in one language and not another is recorded as incomplete until it exists in both.
ST-3.3: Technical condition is asserted by checks that run at build time, not by inspection: heading order, contrast, canonical URLs, language alternates, structured data, sitemap and redirects.
ST-3.4: A check that cannot run has not passed. Any check that cannot perform its assertion fails the build rather than reporting a warning.
ST-3.5: When a fact about the client changes — a person, an office, a practice area opened or closed — the site is changed to match, and the change is recorded.
ST-3.6: A retired page resolves to a stated outcome: it redirects to a page that answers the same question, or it returns gone. It does not redirect to the home page.

§4 Content

ST-4.1: Content is written in the language it is published in, rather than written once and translated.
ST-4.2: Anything carrying the name of a named individual at the client is approved by that individual before publication. This clause is not waivable.
ST-4.3: Every publication is recorded with its language, its destination, the time it became reachable, and what changed between the approved item and the published one.
ST-4.4: The marking clause. Content generated by an AI system and published by Standard on a client's behalf carries the marking that system applies, and the marking state is recorded per publication.
ST-4.5: Where a step in the publishing chain removes a mark that was present upstream, the record names the step. Marking is applied where content is made and can be lost where content is transformed; the state that is recorded is the state at the point of publication, not at the point of generation.
ST-4.6: The operative date for a publication is the date it became reachable, not the date the content was made. Scheduled content is recorded against the date it went out.
ST-4.7: §4.4 to §4.6 describe what Standard does. They state nothing about any client's legal or regulatory position, and are not offered as an assessment of one. The reference followed is Regulation (EU) 2024/1689, Article 50(2).

§5 Acquisition

ST-5.1: The pages that answer the questions people actually ask are published in each of the client's languages.
ST-5.2: Outbound is sent only where the client has authorised it in writing, to the audience the authorisation names, and not beyond it.
ST-5.3: Every outbound message is recorded: what was sent, to whom, and when. An unrecorded send is a defect in the work, not an efficiency.
ST-5.4: Every enquiry is recorded at the moment it arrives, including enquiries that arrive outside the site.
ST-5.5: Standard does not buy advertising, does not hold a client's budget, and is not paid a proportion of one.
ST-5.6: No claim is made about what the work will produce. Standard publishes what it did; whether it worked is read from the record by the client.

§6 Follow-up

ST-6.1: Every enquiry receives a first reply, and the time between arrival and reply is recorded.
ST-6.2: An automated reply acknowledges, schedules and routes. It does not advise, and it does not answer a question that belongs to the client's professional judgement.
ST-6.3: The handover — the point at which a named person at the client becomes responsible for an enquiry — is itself an action and is recorded with its time.
ST-6.4: Where an enquiry is waiting on the client, the record says so and says who it is waiting on.
ST-6.5: A sequence stops when a human takes over. It does not continue alongside one.

§7 The record

ST-7.1: The record is available to the client continuously, without asking and without a reporting cycle.
ST-7.2: The default view is the record itself, most recent first. A summary is a view of the record and never replaces it.
ST-7.3: The record carries no number that has not been measured. Where something was not measured, the record says so rather than estimating it.
ST-7.4: The record carries no score, grade or rating of the work. A colour is a verdict, and this standard does not issue verdicts about work the client is paying for and is entitled to judge.
ST-7.5: Anything awaiting approval is shown as awaiting approval, with the person it is waiting on named.
ST-7.6: The record is exported on request, in full, in a format that can be read without Standard. Nothing in the record is withheld from the client it describes.
ST-7.7: The site and its content belong to the client. On termination they remain the client's, and the record goes with them.

§8 Limits

ST-8.1: This standard states what Standard does. It states nothing about whether a client meets any obligation of their own.
ST-8.2: Nothing published by Standard is legal, accounting, or professional advice, and nothing in the record is a regulatory determination. No assessing authority has reviewed this document.
ST-8.3: Where a client is subject to professional conduct rules, those rules are recorded as constraints and the work is executed inside them. Standard offers no view on what those rules permit; that is a question for the client and their professional body.
ST-8.4: Standard does not hold or process the personal data of a client's own clients.
ST-8.5: A clause met is not an outcome achieved. This standard describes work performed to a stated condition, and makes no claim about what follows from it.
ST-8.6: Where this standard is silent, it is silent. An absent clause is not a permission and not a prohibition; it is work that has not been specified yet, and it is added by version rather than by assumption.

The Standard — v2.0

What we take on for your practice is settled in a first conversation.

Request a conversation Services The client area

The Standard

The Standard on one page

Contents

§1Scope

§2Definitions

§3Presence

§4Content

§5Acquisition

§6Follow-up

§7Assistant

§8Systems

§9The client space

§10The record

§11Limits

§12The relationship

Changelog

§1 Scope

§2 Definitions

§3 Presence

§4 Content

§5 Acquisition

§6 Follow-up

§7 The record

§8 Limits

§9 Assistant

§10 Systems

§1 Scope

§2 Definitions

§3 Presence

§4 Content

§5 Acquisition

§6 Follow-up

§7 The record

§8 Limits