Privacy Policy

FIFTY4 is the trading and brand name of a UK-based digital marketing and business growth agency specialising in lead generation, website development, CRM systems, automated customer follow-ups and advertising, particularly for home-improvement businesses.

For privacy questions or to exercise your rights, email sean@byfifty4.com. This is our confirmed privacy contact; no postal address has been supplied.

For information collected for our own enquiries and Growth Call bookings, the business operating FIFTY4 acts as the data controller: it decides why and how that information is used.

Confirm before publication: The full name of the individual or legal entity operating FIFTY4 and acting as data controller, and any business contact details required for the final policy. No legal entity name, company number or address has been assumed.

Where we handle personal information on a client’s behalf, our responsibilities depend on the agreed services and data-processing terms. The client’s privacy notice may apply to that information.

Depending on what you submit and the services you use, we may collect:

• Your name, business name, email address and telephone number.
• Your website address, business location, service areas and type of work.
• Answers in our qualification forms, such as business goals, enquiry volumes, follow-up practices, project capacity and any marketing budget you choose to share.
• Preferred contact methods, availability, Growth Call booking details and communications with us.
• Records of consent, marketing preferences and requests to opt out.
• Where collected by our website or enabled services, technical information such as IP address, browser/device information, pages visited and interactions with the website.

We receive information directly from your enquiries, forms, bookings and communications. Technical information may be collected by the website and its providers. Please do not submit sensitive personal information or someone else’s details unless you are entitled to do so.

Information needed to respond to an enquiry or arrange a call may be necessary for us to fulfil that request. If you do not provide it, we may be unable to respond or complete your booking. Optional questions are not a condition of receiving marketing.

Confirm before publication: Check the final field list and technical data collected by the website, survey, calendar and any enabled tracking tools.

• Enquiries and Growth Calls: to respond, understand your requirements, assess suitability and arrange calls. We rely on legitimate interests in handling business enquiries, or taking steps at your request before entering a contract where applicable.
• Providing agreed services: to deliver and manage our work. Contract applies where you are the contracting individual; legitimate interests may apply when communicating with a representative of a business client.
• Enquiry and booking follow-up: to send relevant replies, confirmations and reminders, using legitimate interests or contract where applicable. These are separate from optional promotional messages.
• Marketing: consent where required, or legitimate interests only where applicable law permits. See the marketing section below.
• Non-essential cookies and tracking: consent before analytics or advertising technologies operate.
• Security and administration: legitimate interests in protecting our website and business, maintaining appropriate records and resolving disputes.
• Legal requirements: legal obligation where we must retain or disclose information under applicable law.

Where we rely on legitimate interests, we consider the impact on your rights and reasonable expectations. You may object to this processing. We do not rely on consent to justify all processing of your information.

Confirm before publication: Confirm the lawful basis for each actual processing activity and document the balancing assessment wherever legitimate interests are used.

Our website uses GoHighLevel (including LeadConnector services) for the embedded qualification survey and Growth Call booking calendar. Information you submit through these tools is handled within that service.

Where applicable, information may also be handled by providers supporting:

• Website hosting, storage and application services.
• CRM records and automated follow-up workflows.
• Email and SMS delivery for replies, reminders and permitted marketing.
• Analytics and advertising, including Meta Pixel and Google analytics/advertising tools, if enabled and subject to the relevant cookie consent.

We may also disclose information to professional advisers or authorities where necessary and lawful. Advertising platforms may process information under their own terms; the final policy must accurately explain their role and any sharing.

Confirm before publication: Identify the actual hosting, storage, email and SMS providers; confirm enabled GoHighLevel workflows, Meta/Google tools, each provider’s role, information shared and contractual arrangements. Inclusion here does not mean every listed service is active or that a processing agreement has been verified.

We will only send promotional email or SMS where the applicable rules allow it. Where consent is required, it must be a separate, clear choice. Submitting an enquiry or booking a call does not automatically mean you have agreed to marketing.

You can opt out at any time through an unsubscribe link, the opt-out instructions in a message, or by emailing sean@byfifty4.com. We may keep a minimal suppression record so that we respect your request and do not add you back to marketing lists.

Opting out of marketing does not prevent necessary communications about an enquiry, booking or agreed service. Withdrawing consent does not affect processing that was lawful before withdrawal. You have an absolute right to object to direct marketing.

Confirm before publication: Confirm which marketing channels are used, the consent wording and records, working opt-out mechanisms and any other legally permitted basis for business marketing.

Essential technologies may be used to operate and secure the website and remember your cookie choices. Non-essential analytics and advertising technologies must remain off until you give the appropriate consent.

The website’s cookie settings allow you to accept all, reject non-essential technologies or choose analytics and advertising separately. You can reopen Cookie settings in the footer to change or withdraw your preferences. Withdrawal applies to future tracking; you can also delete existing cookies through your browser.

Where enabled, Meta Pixel and Google analytics/advertising technologies may collect identifiers and visit or interaction information to measure website use or advertising. Embedded GoHighLevel tools may use their own technologies. Their purposes and consent requirements need to be assessed rather than assuming every embedded cookie is essential.

See our Cookie Policy for further information.

Confirm before publication: Complete a cookie and tracking audit, including embedded tools, and confirm actual technologies, purposes, providers and lifetimes. Check that all non-essential tracking honours the visitor’s choices before enabling it.

Information may be stored in the systems used to receive and manage enquiries, bookings and communications. Appropriate technical and organisational safeguards should include controlled access, secure connections and access limited to people who need it. No online system can be guaranteed completely secure.

We should keep personal information only for as long as needed for its purpose, taking account of the enquiry or client relationship, legal requirements, disputes and marketing preferences. Information should then be securely deleted or anonymised, unless a lawful reason requires continued retention.

Confirm before publication: Confirm storage locations and security measures. Set and document actual retention periods or sufficiently specific criteria for unsuccessful enquiries, booking records, client records, communications, consent records and marketing suppression records. No retention period has been invented in this draft.

Some technology services may store information or allow access outside the UK. Any such transfer must meet UK data protection requirements, for example through an applicable UK adequacy regulation or approved contractual safeguards, with a transfer assessment where required.

Confirm before publication: Verify whether transfers occur, the providers and countries involved, and the exact safeguards relied upon. Do not claim a UK International Data Transfer Agreement, UK Addendum or other safeguard is in place until verified. Add how individuals can obtain information about the relevant safeguards.

Depending on the circumstances, you have the right to:

• Access your personal information and receive information about its use.
• Have inaccurate information corrected.
• Ask for information to be erased or its use restricted.
• Object to processing based on legitimate interests, and to direct marketing at any time.
• Receive certain information in a portable format.
• Withdraw consent where we rely on it.
• Request applicable safeguards concerning solely automated decisions that have legal or similarly significant effects.

Email sean@byfifty4.com to make a request. We may need to confirm your identity. We normally respond within one month and do not charge a fee. Where the law allows an extension or a fee, we will explain why. Some rights are subject to legal exceptions.

Confirm before publication: Confirm whether any qualification or CRM process makes solely automated decisions with legal or similarly significant effects. If it does, add the required explanation of its logic, significance, consequences and safeguards. Automated reminders alone do not establish that such decisions occur.

Please contact sean@byfifty4.com if you are concerned about our handling of personal information. You also have the right to complain to the Information Commissioner’s Office, the UK data protection regulator.

Visit ico.org.uk/make-a-complaint or telephone 0303 123 1113.

We may update this policy when our services, use of information or legal obligations change. The date at the top shows the latest revision. Where appropriate, significant changes will be brought to your attention.

For questions about this policy, contact sean@byfifty4.com.