Privacy Policy

This policy explains what LFW collects when you visit LFW.com or use our tools, why we collect it, who we share it with, and the choices you have. We keep this deliberately plain.

LFW is operated by LFW.com LLC, a Virginia limited liability company doing business as LFW (“LFW,” “we,” “us”). This policy covers our public website, the free audit, the reports we send, and the client portal (together, the “Services”).

It does not cover the separate written agreement we sign with retainer clients, which governs how we handle a client’s own systems and data.

What we collect

Information you give us

• The free audit. The domain you enter, and, if you ask for the full report, your email address, so we can run the audit and send you the results.
• Contact and booking. Your name, email, and anything you write when you contact us or book a call. We use these to reply to you and arrange the conversation. Separately, analytics can count that a form was started or submitted without collecting its contents. A contact message does not put you on a mailing list.
• Invitations. When you respond to an invitation, we store your response, availability, optional dietary and accessibility needs, and any notes you choose to provide so the organizer can confirm the arrangements.
• The client portal. If you’re a client, your name and email, the requests and messages you submit, and any files you attach.

Public information reviewed by the free audit

The free audit itself looks only at information that is already public about a domain: the same things any visitor or standard tool can see. It does not attempt to access private systems, and it does not require you to give us access to yours.

Information we collect automatically

• Private link visits. When you open a private link we’ve shared with you, we record the time, your IP address, your browser and device type, and the page that referred you. We use this information to operate and secure the link and understand whether shared materials have been opened.
• Page views. We count visits to our public pages using our own first-party analytics: the page you viewed, the site that referred you, an approximate location (country, and where available region or city, computed by our security provider from your IP address, which we do not store), and a one-way hashed identifier derived from your IP address and browser (used to estimate unique visitors). The raw IP address and browser details are not stored, and the identifier is salted with the date, so it cannot be linked across days or reversed. This is cookieless and stays on our servers; we don’t use Google Analytics, and we don’t track you across other sites.
• Field performance. Cloudflare Web Analytics uses a cookieless browser beacon to measure how public pages perform during actual visits. This includes page paths; browser, operating-system, device, and country categories; page-load timing; and Core Web Vitals such as Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift. Diagnostic records can include the CSS selector of an affected page element, an LCP resource URL and size, and the before-and-after position of an element involved in a layout shift. Cloudflare says this measurement does not use cookies or local storage and does not fingerprint individual visitors.
• Security and delivery logs. Our servers and our security provider record IP addresses and basic request details to keep the Services running, prevent abuse, and rate-limit automated traffic.
• Cookies and preferences. Functional cookies keep you signed in and protect forms. When a homepage test is running, one more remembers which version you were shown. When you save an optional-service preference, we also store a privacy receipt and your choices for up to 90 days. Advertising identifiers are used only when advertising integrations are active and your applicable privacy settings permit them.

One place for your privacy choices

Open privacy choices to see the optional services currently enabled on this website and change your preferences. Advertising, optional analytics, and Replay have separate controls. Required website functions and the first-party page-view measurement described above are separate.

Our Tag Manager supports Meta, LinkedIn, and Google Ads, but an available integration is not automatically active. The preference panel lists active services. When advertising is enabled and permitted, approved page views and accepted conversions may be sent to the selected provider, using browser or server delivery. Matching can include advertising click identifiers and, where specifically enabled and permitted, normalized, hashed email addresses. Hashing is not anonymization. We do not send contact messages or arbitrary form contents through these integrations.

Optional tracking respects Global Privacy Control and Do Not Track. In the United States, Replay records a sample of visits by default under the reviewed regional policy; elsewhere it asks first. Either way it captures nothing you type and nothing that identifies you, and you can turn it off in privacy choices. Advertising defaults depend on the reviewed regional policy and a trustworthy location signal; when location is unknown, advertising requires an affirmative choice. You can opt out at any time. Changing a choice stops future eligible delivery; it cannot recall information a provider has already received.

We retain minimized conversion-delivery diagnostics for 30 days and privacy receipts for up to 90 days. Consented advertising click identifiers may be stored in a first-party cookie for up to 30 days. Provider retention is governed by the relevant provider's policies. Client installations have their own controller, configuration, and privacy notice.

Replay on our public website

Replay records how our public marketing pages are used so we can find what is confusing or broken: page paths, navigation order, timing, scrolling, pointer movements, clicks, and whether a form was started, ran into an error, or was completed. We do not record what you type. Form fields, the site search box, and every other place you can enter text are excluded before anything leaves your browser, not blurred afterward.

Who is recorded depends on where you are. In the United States, under the regional policy we reviewed, Replay is on by default for a random sample of visits, about one in five, with no dialog. In California, the European Union, the United Kingdom, and other places where the rule is to ask first, Replay stays off until you turn it on in privacy choices. Anywhere, a browser privacy signal (Global Privacy Control or Do Not Track) keeps it off, and “Reject optional” in privacy choices turns it off and is remembered.

A recording is anonymous by construction. A random visit identifier lives in your browser’s session storage for the current tab so pages from one visit play back as one journey; it is not a cookie, it does not survive the tab, and we do not join it to your contact details, a client account, our page-view analytics, or your activity on other sites. Your IP address is not stored with a recording.

Recording fragments with private content removed can also be held in that tab’s session storage so a page change does not discard them. They are removed after delivery or when you stop Replay. Undelivered fragments are eligible for retry for up to 15 minutes; expired fragments are removed the next time Replay runs in the tab.

Published text on LFW.com can remain readable when it matches a separately verified public copy of the page. This includes static form labels and buttons. Other text is masked.

Form controls, entered values (including search), editable areas, private results and messages, and elements marked private are excluded. Form milestones contain no field values or error messages.

Approved images and fonts hosted by LFW can appear in playback; other assets, embedded frames, and media are excluded. Replay does not record the client portal, admin, login pages, or private links shared with recipients.

Choose “Reject optional” in privacy choices to decline, or “Stop optional Replay” to stop a recording in progress. We remember that preference, when local storage is available, for up to 90 days, including in other tabs on the same browser. Clearing your browser storage removes the preference.

If your browser blocks storage, we cannot reliably remember a preference across tabs or page loads. A diagnostic link can display the notice again for testing, but cannot grant permission to record.

A recording ends after 30 minutes without interaction or two hours from the start of the visit. Closing the tab normally clears its session storage; some browsers can restore it when reopening a tab. The same expiry limits still apply.

If you previously agreed to playback with all text masked, we ask you to opt in again before recording with readable public content. Earlier masked recordings stay masked.

Our ordinary analytics counts notice displays, choices to allow or decline, privacy-link clicks, and observed page exits without a notice interaction. These consent event counts are not joined to a visitor identifier or Replay recording. An unanswered notice is not treated as a decline, and diagnostic offers are counted separately.

Replay respects Global Privacy Control and Do Not Track signals. Recordings are stored on LFW’s server and available only through authorized access. A recording is a timeline of anonymous interaction events, not a video. LFW.com recordings are kept for one year, so we can compare how a page was used before and after a change.

Stopping recording prevents further collection but does not delete recordings already received. Contact us about deletion using the details below.

Why we use it

• To run the free audit and send you the report you asked for.
• To respond to you, schedule calls, and provide the Services.
• To operate and secure the site: preventing abuse, debugging, and rate-limiting.
• To improve public pages and forms using interaction measurements and optional Replay.
• To understand whether materials shared through private links have been opened.
• To send you service messages and, only if you subscribe to it, the newsletter. You can unsubscribe at any time.
• To meet our legal obligations.

We do not sell your personal information, and we do not use it for targeted advertising or to build profiles about you.

Who we share it with

We share information only with the service providers that help us run LFW, and only as needed. Today those are:

• Hetzner: hosting for our servers and database.
• Cloudflare: content delivery, security, and Web Analytics. It processes IP addresses and request data to protect the site. Its browser beacon also collects page-view and performance measurements; see Cloudflare’s Web Analytics documentation.
• Google Workspace: our email and calendar. Contact messages and booking requests land in our Google mailbox, replies go out through it, and calendar invitations for booked calls are created there.
• Resend: sending some of our email, such as audit reports and receipts; it receives the email address and the contents of messages we send you.
• OpenAI and Anthropic: AI-assisted research, drafting, software development, and administrative work. These tools act as assistants to LFW. Depending on the task, they may process relevant client and prospective-client information, including names, contact details, communications, project requirements, and notes about our working relationship. LFW remains responsible for the work and decisions made with their assistance.

We may also disclose information if the law requires it, to protect our rights or safety, or in connection with a sale or transfer of the business. We’ll update this list as our providers change.

How long we keep it

We keep information for as long as we need it for the purpose it was collected, and then delete or de-identify it.

Scan results and report-visit logs are kept while they’re useful for the outreach or engagement they relate to; contact messages and portal records are kept for the life of the relationship and a reasonable period after.

We keep our own aggregate website analytics (page-view and visitor counts) indefinitely, to understand long-term trends. You can ask us to delete your information sooner (see below).

Cloudflare states that it keeps unsampled Web Analytics beacon data for seven days, retains a reduced aggregate for longer-term reporting, and makes up to six months of Web Analytics data available in its dashboard.

Replay recordings are unavailable after their retention period and are removed during collection or review. On an idle system, physical cleanup occurs the next time Replay runs. Encrypted or access-controlled backups may retain earlier copies until those backups expire.

Your choices and rights

If you are a Virginia resident, the Virginia Consumer Data Protection Act gives you the right to confirm whether we process your personal data, to access it, to correct it, to delete it, to obtain a portable copy, and to opt out of the sale of your data or targeted advertising. We do not sell personal information for money. Where advertising integrations are active, use privacy choices to opt out. We extend these same choices to everyone, wherever you live.

To exercise any of these, email hello@lfw.com. We’ll respond within 45 days. If we decline a request, you may appeal by replying to our response, and we’ll reconsider and explain our decision.

To stop non-essential email from us, use the opt-out in the message or email us. We can’t remove the essential cookies without breaking login, but you can clear or block cookies in your browser.

Security

We take reasonable measures to protect the information we hold: encrypted connections, access controls, and login by one-time link rather than stored passwords. No method of transmission or storage is perfectly secure, so we can’t guarantee absolute security.

Children

The Services are for businesses and organizations and are not directed to children. We don’t knowingly collect personal information from anyone under 13. If you believe a child has given us information, email us and we’ll delete it.

Where your information is handled

LFW is based in the United States, and we process information in the United States and in the facilities of the providers listed above. If you contact us from outside the U.S., you’re sending your information to the U.S.

Changes to this policy

We may update this policy as the Services change. When we do, we’ll revise the “last updated” date above, and for significant changes we’ll do more to let you know.