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Should You Sign a 12-Month Marketing Contract? What to Check First

By Sam · Last updated · 6 minute read

UK guidance advises against signing a 12-month contract with a new agency, because you cannot judge the work until you have seen it. Prefer a shorter initial term with clear notice, a written scope and fixed deliverables, and check what happens to your site, accounts and data if you leave. Longer terms can make sense once trust and results are established.

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Contents

Why length matters

UK guides advise against a 12-month contract with a new agency, and say everything created for you should belong to you. At the same time, local SEO commonly takes three to six months to move rankings and six to twelve to show clear return, according to UK agency pages, so a very short term may be too short for SEO. See what results you can realistically expect. The answer is a term that is long enough to do real work and short enough to leave if it is not working, with clear notice.

Terms to check

TermWhat to ask
Initial termHow long, and what is delivered in that time?
NoticeHow much notice do I need to give, and in what form?
Exit feesIs there a fee to leave early, and what is it?
Auto-renewalDoes it renew automatically, and how do I stop it?
ScopeIs the work listed in writing with deliverables?
Price changesCan the price rise during the term?
What I keepDo I keep my site, domain, accounts, content and data?
HandoverWhat do you hand over if I leave, and how soon?
ReportingWhat will I receive each month?
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When a longer term is reasonable

  • The agency has earned trust over an initial period.
  • There is a clear scope, timeline and reporting.
  • The price reflects the longer commitment.
  • You still hold all your accounts and can leave on fair notice.
  • The contract says what happens if the work is not delivered.

What to do before you sign

  1. Ask for the contract in writing before you commit.
  2. Read the notice, renewal and exit clauses.
  3. Check ownership of your domain, site, accounts and content. See who owns your website.
  4. Ask for a shorter initial term and the right to review.
  5. Take legal advice if the contract is long, complex or one-sided.
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If you are already locked in

Read the notice and exit terms carefully, ask for a written summary of the work done and the results measured, and keep records of every request. Talk to a solicitor before you stop paying. See twelve warning signs and how to choose a local SEO agency for what to look for next time.

Our terms

Our own terms are set out on our ownership promise and pricing pages once published.

Frequently asked questions

Is a 12-month contract normal?

It is common in agency work, but UK guidance advises against one with a new agency. Ask for a shorter initial term.

How long should an initial term be?

There is no standard. Many owners prefer a few months with clear deliverables, then a review. Local SEO commonly takes several months to show movement.

What notice period is fair?

There is no standard. Check that it is clear, reasonable and the same for both sides.

Can I get out of a contract early?

It depends on the terms. Read the exit clauses and take legal advice before you stop paying.

What should I keep if I leave?

Your domain, site, accounts, content and data. Get this in writing before you sign.

Sources

Sam, Editor at Clariti Digital

Sam, Editor at Clariti Digital.

Need help with this?

Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.

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This guide is general information, not legal advice.