Privacy Policy

How North Shore Labs LLC handles the information you give us, what we do with a phone number, and how to get your data out or deleted.

Who we are

North Shore Labs LLC ("North Shore Labs", "we", "us") builds and maintains websites and AI-search visibility work for small and mid-sized businesses. This policy covers northshorelabs.dev and the enquiry, booking and messaging that follow from it.

Questions about anything here, or a request about your own data: [email protected].

What we collect

We collect what you type and very little else.

What you enter in our forms: your name, your business name, your email address, your website address, what you told us you need, and — only if you choose to give it — your phone number.

Your messaging consent: whether you ticked the box agreeing to receive texts, and the date and time you ticked it. We keep that record so we can show consent was given.

How you arrived: the page you landed on, the referring site, and any campaign parameters in the link you followed.

Standard server logs kept by our hosting provider, including IP address, browser user agent and request time, used for reliability and abuse prevention.

How we use it

To do the thing you contacted us about, and to run the business that does it.

To reply to your enquiry and to run the AI-visibility check or quote you asked for.

To arrange and confirm a call, and to keep you posted on a project we are doing for you.

To send you texts if — and only if — you opted in, including the occasional offer. See the section below.

To keep our own records of who asked us for what, and to meet our legal and accounting obligations.

We do not sell your personal information, and we do not rent, trade or otherwise hand it to anyone for their own marketing.

Your mobile number and SMS consent

Giving us a phone number is optional, and consent to be texted is a separate tick box that is never pre-ticked. Consent to receive text messages is not a condition of buying anything from us.

No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. All of the categories described in this policy exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

We use a licensed messaging provider to deliver our own messages to you. That provider processes your number solely to send those messages on our behalf and is not permitted to use it for any purpose of its own.

You can withdraw consent at any time by replying STOP to any message from us, or by emailing [email protected]. We keep a record that you opted out, which is what stops us texting you again.

Who we share it with

We share what is necessary with the services that run this business, and with nobody else unless the law requires it. Each of them acts on our instructions and may not use your information for its own purposes.

Vercel — hosting for this website and the form endpoint.

HubSpot — our customer records, where your enquiry is stored and worked.

Resend — delivery of the notification and reply emails.

Our SMS provider — delivery of text messages, if you opted in.

Google (Tag Manager and Analytics) — measurement of how this website is used, described in the section on measurement below.

Meta (Facebook and Instagram) — measurement of our advertising, described in the section on measurement below.

When the law requires disclosure

We may disclose information when we are legally required to, when we need to establish or defend a legal claim, or where we reasonably believe disclosure is necessary to prevent harm or fraud. If a business we are part of is ever sold or reorganised, records may transfer as part of it, subject to this policy.

Third-party requests made by your browser

One part of our intake form reaches outside this site. When you type your website address, your own browser asks a public favicon service — Google first, then DuckDuckGo — for that site's icon so we can show it back to you as confirmation, and it may ask Brandfetch for the business name registered to that domain.

Those requests come from your browser, not from our server, so those providers see your IP address and the domain you typed. Nothing else about you is sent to them, and we receive nothing from them beyond the icon and the name.

What we store on your device

Our intake form saves your answers in your browser's local storage as you type, under the key nsl.lead.v2, so that a refresh or a closed tab does not lose your progress. Clearing your browser's site data for northshorelabs.dev removes it.

We also use Google Tag Manager and Google Analytics to measure how this website is used, and those set cookies on your device. What they record is described in the next section.

Measurement and cookies

We use Google Tag Manager to load Google Analytics on this website. Between them they record which pages you visited, roughly where in the world you are, what kind of device and browser you used, how you arrived here, and whether you completed one of our forms. Google sets cookies on your device to recognise a returning visit, and processing may take place in the United States.

We also use the Meta pixel, so that we can tell which of our Facebook and Instagram ads lead to enquiries. It sets cookies on your device and, if you arrived from one of our ads, records the identifier attached to that click.

When you complete one of our forms, our server sends Meta a record of that submission through their Conversions API. Your email address, phone number and name are hashed with SHA-256 before they leave our server: Meta receives a scrambled value it can compare against its own records, and cannot read the original from it. Your IP address and browser user-agent are sent as they are, because Meta requires them in that form to match the event.

We use all of this to understand which advertising brings us enquiries. We do not sell it, and we do not use it to build profiles about people who are not customers.

You can refuse or delete these cookies in your browser settings without losing any part of this site.

Google publishes a browser add-on that opts you out of Google Analytics on every site: tools.google.com/dlpage/gaoptout.

Meta's ad settings, at facebook.com/adpreferences, control how your activity off their platforms is used for advertising.

Most browsers and many extensions block this kind of measurement outright. We do not attempt to work around them.

If we add another measurement or advertising service to this website, this section changes before it goes live.

How long we keep it

We keep enquiry and client records for as long as we are working together and for as long afterwards as we need them for our accounts, our legal obligations and any dispute. A record of an opt-out is kept indefinitely, because deleting it would let us text you again by accident. You can ask us to delete the rest at any time.

Your choices

Texts: reply STOP to any message to stop them, or HELP for help.

Email: use the unsubscribe link, or reply and ask us to stop.

Access, correction or deletion: email [email protected] and tell us what you want. We will verify that the request is yours before acting on it.

If you are somewhere that gives you additional rights over your personal information — California, or the EU and UK, for example — we will honour a verified request under those rules. Tell us where you are so we apply the right one.

Children

This site and our services are for adults running businesses. We do not knowingly collect information from anyone under 18, and you must be 18 or over to give us a phone number or to consent to receive text messages.

Security

We use reputable providers, limit who can reach our records to the people who need them, and keep credentials out of the code. No service can promise perfect security, and we do not. If a breach ever affects your information we will tell you and the relevant authority as required.

Changes to this policy

We update this page when what we do changes, and the date at the top always says when. Material changes to how we use a phone number will not be applied retroactively to consent you already gave — we would ask again.

Contact

North Shore Labs LLC — [email protected]