Frequently Asked Questions

About Toppe Consulting

Who is Toppe Consulting and who do you work with?

Twin brothers Jim and Joe Toppe founded Toppe Consulting and built it exclusively for solo practitioners and small law firms. We do not work with corporations, e-commerce brands, or general small businesses. Every service we offer — from website design to SEO to Google Ads — centers on the specific compliance requirements, search behavior, and conversion challenges of the legal industry.

Are you a generalist agency or do you specialize?

We specialize exclusively in law firms. We do not research bar advertising compliance, Google’s elevated YMYL standards, or attorney search behavior for each new client — we build every strategy on that foundation from day one. That focus separates Toppe Consulting from agencies that treat law firms as one of dozens of industries they serve.

Where are you located and do you work with firms outside South Carolina?

We are based in Salem, South Carolina. We work with solo practitioners and small law firms across the United States. Geographic location does not affect our ability to build your website, run your SEO, or manage your advertising.

How is Toppe Consulting different from a big marketing agency?

Big agencies want big retainers. They chase larger clients and treat small firms as an afterthought. We price our services for firms that count every expense. You get a clear quote upfront, no hidden fees, no pressure tactics, and no long-term contracts. You also get direct access to the people doing the work — not account managers who relay messages.

Who actually does the work?

Jim Toppe handles strategy, web development, and client relationships. He holds a Master of Science in Management from Clemson University and teaches Business Law and Marketing at Greenville Technical College. Joe Toppe serves as Content Director. His background includes Managing Editor at PropertyCasualty360, Associate Producer and Writer at Fox Business Network, and Senior Business Journalist at Capital.com. He holds a Master’s Degree in Journalism and Mass Communication from Kent State University. Learn more on our About Us page.

Pricing & Contracts

How much do your services cost?

Pricing varies based on the services selected and the scope of your project. Most solo practitioners and small firms invest between $1,000 and $3,000 monthly for a comprehensive SEO strategy. Website design is quoted based on the size and complexity of your firm’s needs. We build packages around your situation, not a standard price list. The best way to get an accurate number is to contact us for a free consultation.

Do you require long-term contracts?

No. We do not lock clients into long-term commitments. You work with us because the results are working, not because you signed a contract you cannot exit. We would rather earn continued work through performance than hold you to terms.

Can a solo practitioner or new firm afford your services?

Yes. We started Toppe Consulting specifically because small and new firms were being priced out of quality digital marketing. New firms can start with just a website and add marketing later. Established firms can bundle services and save. Whatever your budget, we have a results-driven solution.

Do you offer bundled service packages?

Yes. Many clients start with a website build and add SEO a few months after launch. Others bundle website design, SEO, and Google Ads from the start. We discuss your goals during the initial consultation and recommend a combination that makes sense for your stage of growth and budget.

Website Design

How long does it take to build a law firm website?

Most law firm websites are completed within four to eight weeks from the start of the project. Timeline depends on how quickly client interviews can be scheduled, how many practice area pages are needed, and how fast the client review and approval process moves. You can see our full website development process here.

Do you write the website content or do I provide it?

We write everything. Our process starts with an in-depth interview about your background, practice areas, clients, and what sets your firm apart. From that foundation our law firm content writing team produces every page of copy — reviewed for ABA compliance and optimized for search. You review and approve before anything is published.

Will my website be mobile-friendly?

Yes. Every site we build is fully responsive and tested across devices. Mobile performance is not optional — the majority of legal searches happen on phones, and Google ranks mobile performance as a direct factor in search visibility.

What platform do you build on?

We build on WordPress. It gives your firm full ownership of the site, easy content management, and full compatibility with the plugin ecosystem required for SEO, analytics, and integrations. You are never locked into a proprietary platform you do not control. See our website maintenance services for ongoing support after launch.

Will my website comply with bar advertising rules?

Yes. Bar advertising compliance is built into everything we write and design. We understand ABA Model Rules and state bar advertising requirements. No misleading claims, no guarantees of results, no comparative statements that cannot be substantiated. We have worked with attorneys across multiple jurisdictions and account for the differences between state bars.

Can you redesign an existing law firm website?

Yes. We work with both new firms building their first site and established firms whose current site no longer reflects the quality of their practice. See our law firm website design services and our new law firm website design page for more detail.

Search Optimization

What is law firm SEO and how does it work?

Law firm SEO is the process of optimizing your website to rank in Google when prospective clients search for legal help in your area. It combines keyword research, on-page optimization, local search configuration, content strategy, and technical improvements into a coordinated system designed to generate consultation requests from organic search. See our full law firm SEO services page for a complete breakdown.

What is the difference between SEO, AEO, and GEO?

SEO (Search Engine Optimization) focuses on ranking your firm in Google’s traditional search results. AEO (Answer Engine Optimization) structures your content so it appears in Google’s featured snippets and answer boxes — position zero, above all other results. GEO (Generative Engine Optimization) gets your firm cited by AI platforms like ChatGPT, Perplexity, and Google’s AI Mode when users ask legal questions. We build all three as a coordinated strategy.

What is Answer Engine Optimization and why does it matter?

GEO positions your firm to be recommended by AI platforms like ChatGPT, Perplexity, Gemini, and Google’s AI Mode when someone asks a legal question. These platforms send prospective clients to firms they recognize as authoritative. We build that authority through content structure, citation signals, and EEAT compliance. Your firm earns the citation. Your competitor does not.

What is Generative Engine Optimization and why does it matter?

GEO positions your firm to be recommended by AI platforms like ChatGPT, Perplexity, Gemini, and Google’s AI Mode when someone asks a legal question. These platforms send prospective clients to firms they recognize as authoritative. We build that authority through content structure, citation signals, and EEAT compliance. Your firm earns the citation. Your competitor does not.

How long does SEO take to produce results?

Most law firms see early movement in local search rankings within 60 to 90 days of a properly executed SEO campaign. Meaningful consultation volume from organic search typically develops over four to six months. Any agency promising faster results is either misrepresenting the timeline or using tactics that produce short-term gains and long-term penalties.

Does SEO work for solo practitioners?

Yes. Local SEO is particularly effective for solo practitioners because most legal searches are geographically specific and local competition is typically less intense than at the national level. A well-executed local SEO strategy gives a solo practitioner realistic visibility against larger firms in the same market within four to six months.

Can you optimize a website that was built by someone else?

Yes. We start with a full audit of your existing site to identify technical issues, content gaps, and local SEO deficiencies. In most cases we can optimize your site without a rebuild. When structural problems require a new foundation, we coordinate that through our website development team.

What happens to my rankings if I stop SEO?

Rankings built through consistent SEO work are relatively durable in the short term but degrade over time without ongoing attention. Competitors who continue investing will eventually outrank positions your firm earned. We treat SEO as a long-term investment, not a campaign with a defined end date.

How does your SEO content meet Google’s legal content standards?

Legal content falls under Google’s Your Money or Your Life classification, meaning Google evaluates it at a higher standard than most other categories. Every piece of content we produce simultaneously satisfies journalism ethics standards, ABA and state bar advertising compliance, and Google’s E-E-A-T requirements — Experience, Expertise, Authoritativeness, and Trustworthiness.

Google Ads

How quickly do Google Ads produce results for law firms?

Google Ads can drive consultation inquiries within days of launching a properly configured campaign — that immediacy is the primary advantage of paid search over organic SEO. It is the fastest path to visibility when you need cases now. See our law firm Google Ads page for full detail.

Can I run Google Ads and SEO at the same time?

Yes, and they work best when coordinated by the same team. Paid search captures immediate consultation volume while organic rankings develop. Keyword data from paid campaigns informs organic content strategy. Both channels reinforce each other when the strategy is aligned.

Do you manage the campaign ongoing or just set it up?

We manage campaigns on an ongoing basis. Setup alone does not produce results — Google Ads requires continuous bid management, negative keyword refinement, ad copy testing, and landing page optimization. We handle all of it and report on performance monthly. Contact us to discuss your law firm advertising needs.

Process & Working With Us

What happens after I contact Toppe Consulting?

We schedule a free consultation to understand your firm, your practice areas, your market, and your goals. From that conversation we build a proposal with a clear scope of work and pricing. There is no obligation and no pressure. If it is a fit, we move forward. If it is not, we will tell you honestly. Start by visiting our contact page.

How involved do I need to be in the process?

The most significant time commitment is upfront — the initial interview where we learn your firm, your clients, and your competitive market. After that, your involvement is review and approval of content and design. We handle the execution. Most attorneys describe working with us as surprisingly hands-off once the onboarding interview is complete.

How do you report on results?

We provide monthly reporting covering keyword rankings, organic traffic, consultation inquiries from search, and Google Ads performance when applicable. Reports are clear and tied directly to the metrics that matter to your practice — not vanity numbers that look good but do not reflect client acquisition. Our full SEO reporting process is documented and transparent.

Do you work with firms in any practice area?

We work with solo practitioners and small firms across a wide range of practice areas. See our full list of practice areas served. If your practice area is not listed, contact us — the list is not exhaustive.

Do you work with industries outside of law?

Our primary focus is law firms. We also serve select clients in manufacturing and construction through our Other Sectors practice. All other inquiries are evaluated on a case-by-case basis.

Still have a question? 

Contact Jim Toppe directly at toppeconsulting.com/contact-us or call 864-315-9821. Free consultations. No pressure.

Disclaimer: Toppe Consulting provides digital marketing services. This page does not constitute legal advice.