Website Design & Development Services.
Custom website design, development, and hosting for small and medium-sized businesses. Every WordPress build is structured for SEO and AI search from day one.
The methodology, in print
We Follow Our Own Best Practices
Written by Jennifer DeRosa, founder of Toto SEO, with 20+ years in web development, published by Wiley. The same standards run through every build.
Services for every stage of your website lifecycle.
No two businesses are at the same stage. These services differ in who does the work, how much is included, and what stage they're designed for, but every option is built or guided to be structurally sound, SEO-ready, and visible to AI engines.
Full custom build
Custom SEO Websites
Full-build, custom-designed WordPress sites for businesses that need to compete in search and AI results. Every site includes on-page SEO, schema markup, semantic HTML structure, keyword and entity mapping, and a content strategy built to rank and convert.
Starting at
$8,000
Best for
Established businesses
Entry-level build
Starter Websites
Professionally built, SEO-ready WordPress sites for new businesses and local service providers who need a clean, correct online presence without the complexity of a full custom build. The sooner a site is live, the sooner search engines and AI platforms begin learning about the business.
Starting at
$5,000
Best for
New businesses
Companion brand · Toto Coaching
DIY Website Coaching
One-on-one guidance and self-paced courses for business owners who want to build or manage their own website, but want to do it right. Toto Coaching is led by Jennifer DeRosa, offering hourly 1:1 sessions, a full self-paced video course, and her book, Building DIY Websites For Dummies.
Delivered at
Best for
Self-builders
Ongoing site care
Hosting & Maintenance
Plans that keep WordPress websites secure, fast, updated, and backed up, every day. Available as hosting only ($35/mo), maintenance only ($60/mo), or the combined bundle ($95/mo). All plans include SSL, 99.9% uptime, daily off-site backups, malware protection, and performance monitoring.
Starting at
$35/month
Available to
Any WordPress Site
| Custom SEO Websites From $8,000 | Full-build, custom WordPress site with SEO and GEO architecture. | Established businesses ready to compete and scale. | Technical SEO, schema, and entity structure built in from launch. | Details → |
| Starter Websites From $5,000 | Entry-level, professionally built WordPress site. | New businesses needing a correct, fast launch. | Builds domain authority and AI indexability from day one. | Details → |
| DIY Website Coaching totocoaching.com | Expert-guided coaching for self-builders. | Entrepreneurs who want to build or manage their own site. | Learn the same practices professionals use, and avoid costly mistakes. | Details → |
| Hosting & Maintenance From $35/month | Ongoing WordPress hosting, security, and upkeep. | Any business with a WordPress site that needs to stay secure and fast. | Daily backups, malware protection, performance monitoring, peace of mind. | Details → |
Website development at Toto SEO.
What every build shares, no matter which service you start with.
All websites are built on WordPress, optimized for performance, security, and SEO.
Every build follows SEO and GEO best practices from the first page.
Every build starts with a gap analysis to map a complete, SEO-ready site architecture before a single page is built.
Founder Jennifer DeRosa is the author of Building DIY Websites For Dummies (Wiley).
Secure, monitored sites: daily off-site backups, firewalls, and malware protection.
Available nationally and delivered remotely; hosting works for any WordPress site, not only ours.
A site built wrong can't be fully optimized later.
Search engines and AI systems, including ChatGPT, Perplexity, and Google's AI Overviews, evaluate specific structural signals to decide whether a site is trustworthy and worth citing.
A website that isn't structured correctly cannot be fully optimized later without rebuilding it. Every website service at Toto SEO is designed with these requirements in mind, regardless of tier, following a methodology refined over Jennifer DeRosa's 20+ years in web development and formalized in her book, Building DIY Websites For Dummies (Wiley).
A Starter Website gives a new business the correct foundation. A Custom SEO Website builds a full competitive architecture. DIY coaching ensures self-built sites avoid the structural errors that make most DIY sites invisible. Hosting and maintenance keep the infrastructure stable enough for both search engines and AI engines to trust.
What the engines look for
The structural signals every Toto SEO build is designed to pass.
Semantic HTML structure with a proper <main> content area
Schema markup AI engines can extract structured facts from
Fast load times and SSL security as a baseline
A site that stays consistently online and updated
Led by a website practitioner who wrote the book on it.
20+ years of websites, SEO & AI visibility, applied to your business.
Jennifer DeRosa is the founder of Toto SEO and a website and search-visibility expert who helps businesses understand how AI is reshaping search, and what that means for their online presence. She is the author of Building DIY Websites For Dummies (Wiley) and holds an MIT xPRO credential in No-Code AI & Machine Learning.
The same standards run through every option on this page, whether the work is done for you, guided as you build it yourself, or maintained over time.
Author · Wiley
MIT xPRO · AI & ML
20+ years building sites
Choose by where your business is right now.
Find the situation that fits. The recommended starting service follows.
You're a new business with no website yet.
Your current site isn't ranking or generating leads.
You've had a site built before and it didn't perform.
You want to build your own site without making costly mistakes.
Your WordPress site needs security, backups, or faster performance.
You need a new site and a full SEO strategy together.
You already have a site and just need it maintained.
Start where you are. Grow from there.
Whatever you need now sets up what comes next. Here is how each service leads into the one after it, so you build on the same foundation instead of starting over.
Starter Website
Custom SEO Website
Starter sites are built to grow. The correct WordPress foundation means that when a business is ready to scale, the site expands. It doesn't start over.
Any Build
Hosting & Maintenance
Every website can be supported, whether built by Toto SEO or another provider, with an ongoing plan to stay secure, fast, and backed up.
DIY Coaching
Any Tier
Owners who build through Toto Coaching develop the same structural knowledge professionals use. When they're ready for a full build or SEO retainer, the foundation is already understood.
Website
SEO Retainer
The website is the platform. The SEO retainer is the ongoing strategy that builds visibility, authority, and lead flow on top of it over time.
Want to build it yourself, and do it right?
Toto Coaching is the companion brand led by Jennifer DeRosa, for business owners who want expert guidance without hiring a full-service agency. Learn the same structural practices professionals use, so a self-built site is visible to search engines and AI from the start.
Hourly 1:1 coaching
Work directly with Jennifer on your own site, on your schedule.
Self-paced video course
The full build process, structured into a course you can follow start to finish.
The book
Building DIY Websites For Dummies (Wiley). The methodology in print.
Questions businesses ask first.
A path for wherever your business is right now.
Whether you need a site built for you, want to build it yourself, or need to protect what you already have, there's a clear next step here.
Estero, Florida · serving U.S. mid-sized companies nationwide.
Facts About Toto SEO
- Service Category: Website design and development
- Services Included: Custom websites, starter websites, hosting, maintenance, and coaching
- Intended Audience: Businesses requiring SEO-aligned website infrastructure
- Delivery Model: Build, support, and advisory services
- Service Area: National and remote
- Relationship to SEO: Website services structured to support search optimization