Privacy

What you give us

The form on the front page asks for four fields. Three are required and the fourth is marked optional because it is:

• Work email. Where your results go, and where a person replies from if you want help.
• Your title. Optional. It tells us who we are talking to before we reply, nothing more.
• Company. Used in the scoring itself: part of the read is how often a site talks about itself rather than about you.
• The website to score. The address we open and read.

Three further things are collected without you typing them, and it is fairer to name them than to leave them under "technical data":

• The page that sent you. Your browser's referring address, if it has one, so we know where the request came from.
• Your IP address. Used to count scans, so one visitor cannot run hundreds of them. The count is kept for one hour and then it is gone. We do not log the address anywhere else.
• An approximate location. City, region and country, worked out from that address by our host. It appears in the email our team receives. It is not a precise location and we never ask your browser for one.

What we read on your site

The scan opens your homepage and then up to five more pages, six in total, chosen from the places a company usually speaks to people: about, services, customers, team, contact. It deliberately skips privacy, terms, login, careers and checkout pages, because nobody writes those to be endearing.

It reads only pages that are already public, the way any visitor or search engine would. It does not sign in, fill in forms, click anything or follow links off your domain, and it identifies itself honestly in every request so you can see it in your own logs:

CraftAndEffect-EndearmentScore/1.0 (+https://craftandeffect.com)

If a page takes more than nine seconds to answer, we give up on it rather than keep knocking.

Who else handles it

Three companies touch your information, each for one job. All three are based in the United States, so that is where this data is processed.

Anthropic

The copy we read from your site, along with your company name and website address, is sent to Anthropic's API so Claude can judge how it sounds. Your email address and your title are never sent. See Anthropic's privacy policy.

Resend

Sends the two emails: your copy of the results, and the note that tells our team you asked. Resend handles your email address and the contents of those messages in order to deliver them. See Resend's privacy policy.

Netlify

Hosts this site, runs the scan, keeps a copy of each form submission in our account, and stores the saved results. As the host it also sees the IP address of every request to the site, which is true of any website you visit. See Netlify's privacy notice.

That is the whole list. No advertising network, no data broker, no customer platform, and nobody who pays us for access to it.

Your saved result

When a scan finishes we save the result so you can come back to it, and so the link in your email leads somewhere. It lives at an address like /score/r/K7m2xQp9vLd4, where the last part is twelve random characters. Guessing one is not realistically possible, and the page tells search engines not to index it.

The saved copy holds your score, the four signals and what we heard in each, two lines quoted from your own website, the advice, the pages we read, and your company name and website address. It does not hold your email address, your title, or the note our team receives.

Anyone you send the link to can open it, which is the point of having a link. After 90 days it is deleted and the address stops working.

How long we keep things

Saved result

90 days, then deleted automatically.

Scan count

One hour. It exists only to stop one visitor running hundreds of scans.

Form submission

Held in our Netlify account until we delete it.

The email to our team

Sits in our mailbox like any other email, until we delete it. We would rather say that plainly than claim a retention schedule we do not run.

What happens in your own browser

When you submit the form, your four answers are put in your browser's session storage for a moment so the results screen can pick them up, then cleared as soon as the scan finishes. They are never put in the web address, because an address is written into history and into the logs of everything it passes through.

This site sets no cookies, runs no analytics, loads no fonts or scripts from anyone else's server, and carries no tracking pixels. That is not only a promise: the site sends a content security policy that forbids loading a script from anywhere but itself, so your browser would refuse one.

Scoring a site that is not yours

The form will read whatever public address you give it, including a competitor's. We have no way to know whose site it is. If you would rather we did not keep a read of your website, write to us and we will delete it, and we will not run that address again if you ask.

Asking us to delete it

Write to hello@craftandeffect.com and tell us the email address you used, or send us the saved-result link. We will delete the saved result, the form submission and the email our team received, and tell you when it is done. You can ask for a copy of what we hold the same way.

Two honest limits. Resend keeps its own delivery records on its own schedule, which we do not control, and an email already sitting in your inbox is yours to delete rather than ours.

Children

The Endearment Score is a tool for people who run websites for a living. It is not aimed at children and we do not knowingly collect anything from one.

When this changes

The tool is new and still being built, so this page will change as it does. The date at the top is the date of the last change. If something material changes about what we collect or who handles it, we will say so here rather than quietly amend a clause.

One last thing, in the interest of the honesty the rest of this page claims: this is a plain description of how a small studio's tool works, written by the people who built it. It has not been through legal review, and it is not a contract. If you need something your lawyers can rely on, write to us and ask.