Close the Gap Terms of Use

Last updated: 30/06/2026

These terms ("Terms") govern your use of Close the Gap, our free website audit tool available at closethegap.elevatemi.co.uk (the "Tool"), operated by Elevate Market Intelligence Limited (company number 16329736), registered office 6 Lucky Lane, Exeter, EX2 4UJ ("Elevate", "we", "us"). By using the Tool you agree to these Terms, which sit alongside our Website Terms of Use, Acceptable Use Policy and Privacy Policy.

1. What the Tool does

1.1 Close the Gap analyses a website you submit and produces a report. This may include a score and suggestions on how well engagement tracking is implemented (for example scroll depth, dwell time and event tracking), a performance and SEO assessment, and AI-generated insights and recommendations.

1.2 You can view an initial report once. To generate deeper, AI-personalised insights, to save reports, to compare sites over time, or to share a report, you (and anyone you share with) will be asked to provide a name and email address.

2. Submitting websites

2.1 You may submit your own website, a competitor's website, or another site for research, and we may ask you to tell us which it is. You confirm that submitting a site and generating a report does not breach any law or any third party's rights.

2.2 The Tool analyses information that is publicly accessible on the website you submit. You must not use the Tool to test, probe or attack a site you are not authorised to assess, or in any way that breaches our Acceptable Use Policy.

3. Reports are estimates, not guarantees

3.1 Reports, scores, comparisons and recommendations are provided for general guidance only and on an "as is" and "as available" basis. They are automated estimates based on what the Tool can detect at the time, and may be incomplete, out of date or inaccurate.

3.2 Scores and benchmarks are indicative and depend on the methodology and third-party data and tools we use, which may change. They are not a guarantee of any website's quality, performance, security, search ranking, compliance or results, and they are not professional advice.

3.3 You are responsible for any decision you make or action you take based on a report, including how you implement any suggestion. We are not responsible for the outcomes. Implementing changes is something we, through The Constant Media, or another provider, can help with separately under a separate agreement.

3.4 Close the Gap is an independent tool. It is not endorsed by or affiliated with Google, Meta, or any other third-party platform or measurement provider whose data or methods it may reference.

If you share a report, the recipient will need to provide their details to view it, and their use is also subject to these Terms. Changes to a site may be tracked and reported over time. Do not share reports containing another organisation's information in a way that breaches any law or confidentiality obligation.

5. Your details, lead capture and follow-up emails

5.1 When you provide your name and email address, we use them to deliver your report and insights, to contact you about your audit, and to send you a series of follow-up emails relevant to your report (for example shortly after your first run and at later intervals). We process your details as described in our Privacy Policy, and the information you provide may be added to our customer records (CRM).

5.2 You can unsubscribe from the follow-up emails at any time using the link in any email, or by contacting us at [email protected]. We rely on your request for the audit, and our legitimate interest in following up on it, as the basis for these emails, in line with PECR and the UK GDPR.

6. Availability, fair use and intellectual property

6.1 The Tool is free and provided as available. We may change, limit, suspend or withdraw it, or apply fair-use limits, at any time.

6.2 We and our licensors own all intellectual property rights in the Tool and in the reports' format and methodology. You may use the reports for your own internal business purposes; you must not resell them or present them as your own product.

7. Liability

7.1 Nothing in these Terms excludes or limits our liability for death or personal injury caused by our negligence, for fraud, or for any liability that cannot be excluded or limited under the law of England and Wales.

7.2 Subject to clause 7.1, and because the Tool is provided free of charge, we are not liable for any loss of profit, revenue, business, goodwill or data, or any indirect or consequential loss, arising from your use of the Tool or reliance on a report; and our total liability arising from the Tool is limited to £100.

8. Changes and governing law

We may update these Terms from time to time; the "Last updated" date shows when they last changed. These Terms are governed by the law of England and Wales and are subject to the exclusive jurisdiction of the courts of England and Wales.

Contact: [email protected] · +44 (0)1392 542 833 · Elevate Market Intelligence Limited, 6 Lucky Lane, Exeter, EX2 4UJ · ICO registration ZB970398