Lucidarc on Lucidarc. This is the working.
Where every footnote on this site leads: the rules we footnote by, a dated build log, a ledger of what we've measured, and the audit we ran on our own site before rebuilding it.
01 · How we footnote
A blue number after a sentence means you can check it. Press it and the evidence opens beside the claim: what it establishes, where it comes from and when we last checked. If we can't footnote a claim, we cut it.
Try one
The 90-day system is a fixed fee of AED 15,000–30,000. Evidence · published The 90-day system: fixed fee. AED 15,000–30,000 (≈ USD 4,000–8,000), fixed for the first 90 days and covering everything we set up. The audit sets the exact number within the range. Published price list · checked 1 Oct 2026 Open the evidence →
Press the number. On a phone the card rises from the bottom of the screen; Escape or a tap outside closes it.
What counts as a hard claim
- Prices
- Every fee and range, from the published price list.
- Counts
- How many projects, pages, companies or steps.
- Statuses
- Live, managed, in progress, and the date it was checked.
- Ownership
- Who owns an account, a site or a piece of work.
- Figures
- Anything measured, with its source, period and basis.
- Basis. How we know it: measured, assessed, needs access or published.
- What it establishes. The claim, in a few words.
- The evidence. One or two plain sentences.
- Source and date. Where it comes from, and when we last checked it.
- The full evidence. The page, log entry or ledger row behind it.
The basis, by shape
- Measured
- We measured it ourselves, and name the tool, the period and the date: a PageSpeed run, an analytics export, a crawl.
- Assessed or inferred
- A judgement from evidence we can show, such as an audit score or a finding read from a site's code. Labelled as a judgement, never as a measurement.
- Needs access
- Not visible from outside. It needs your analytics, ads or CRM access before anyone can state it, so we don't.
- Published
- On the public record: our price list, a project page, the trade licence.
Shape, not colour, so it reads in greyscale and for colour-blind readers.
No figure yet? We say so, with the date.
A gap is a designed state, not an embarrassment. Until a figure is measured, its cell is hatched and says what we're measuring and since when. We never fill it with an estimate.
What we never publish
- A client's figures without their written agreement. We record who agreed, and when.
- An estimate presented as a fact. Targets are labelled planning ranges.
- Invented clients, quotes, reviews, logos or results.
- A client's website without their permission, or a drawn imitation of one.
- Generated images presented as real work or real people.
02 · Build log
Only things that happened, newest first. Work in progress is shown as progress, never as a result. An entry that names a client waits for the client's approval.
RSS Follow the log- Started rebuilding this site in the open.Its prices, counts, statuses and figures now open their evidence. Our own audit of the new site is published here after launch, low scores included.
- Seven project pages published, with status and scope for each.
- Client portal live: proposals accepted online and onboarding in four steps.
- The first version of this site goes live, with the free Digital Growth Audit and the 90-day plan builder.
03 · Ledger
Figures only when they're real. It starts with our own site: the first reading after launch, then monthly, low readings included. Client rows appear only when they're measured and the client has agreed to publish them.
| Subject | Metric | Value | Period · source | Basis |
|---|---|---|---|---|
| This website | Digital Growth Audit score (the same audit we run for you) | First reading after launch | First reading after the new site goes live, then monthly · Lucidarc Digital Growth Audit | measured |
| This website | Home page, largest contentful paint on mobile | First reading after launch | First reading after the new site goes live, then monthly · Google PageSpeed Insights | measured |
- Subject
- Whose figure it is. Our own site for now; a client's only with their written agreement.
- Metric
- Exactly what was counted or timed, and under what conditions.
- Value
- The figure as measured, or a hatched gap with the date measurement started.
- Period · source
- The time it covers, and the tool or method behind it.
- Basis
- How we know it: measured, assessed, needs access or published.
04 · Lucidarc on Lucidarc
The Digital Growth Audit we run for you runs on this site too. The first reading of the new site is published here after it goes live, then once a month: the score, what held up, what we fixed, and what is still open. Low readings included. Evidence We audit our own site. We run this site through the same Digital Growth Audit we run for you. The first reading of the new site is published in the Notebook after launch, then monthly, low scores included. Lucidarc Digital · checked 2 Oct 2026 Open the evidence →
- 01The audit score, with the date it was run
- 02Mobile speed, from Google PageSpeed Insights
- 03How the site answers in AI assistants, with the questions we asked
- 04What we changed since the last reading, and what is still open
Until thenRun the audit on your own site. It is the same tool. Get your free audit
Guides
The same footnotes, on the questions you ask.
Four guides answer what UAE businesses ask before hiring an agency, each with its sources linked and the date it was last reviewed. All guides.
- 01What does digital marketing cost in Dubai in 2026?
- 02How do you choose a digital marketing agency in Dubai?
- 03What are DHA's advertising rules for clinics? A 2026 checklist
- 04SEO vs AEO vs GEO: what's the difference, and what should a UAE business do?
- 05Who needs a UAE Advertiser Permit, and what must a business check?
- 06How much does a website cost in Dubai and the UAE in 2026?
05 · Glossary
Terms that come up in audits, proposals and on this site, in the sense we use them.
- AEOAnswer engine optimisation
- Making your business the answer when someone asks a search engine or an AI assistant a direct question: a clear answer on the page, structured data that labels it, and the same facts wherever else you're listed.
- GEOGenerative engine optimisation
- Being named and cited when an assistant such as ChatGPT, Gemini, Perplexity or Copilot writes a recommendation from several sources. It overlaps with AEO; the difference is that the assistant composes the answer rather than quoting one page.
- Cost per qualified lead
- What a channel cost over a period, divided by the enquiries from it that met the qualification you agreed. Cost per lead counts every form and message; this counts only the ones worth a salesperson's time.
- Lead qualification
- Deciding, with agreed questions, whether an enquiry fits (service, budget, location, timing) and who should own it. In the systems we build, AI can ask the questions and score the answers; a named person takes over, and clinical, legal and pricing questions always go to a person.
- Follow-up sequence
- A planned series of messages after an enquiry, on WhatsApp, email or both, each with a set time and a reason. It stops the moment the person replies or books, and hands over to a named person at a set point.
- First-touch attribution
- Crediting an enquiry to where the visitor first came from (a campaign tag, a referring site or the page they landed on) rather than the last click before they got in touch. This site keeps the first touch with each consultation request.