Boilerplate: Theo in one paragraph
Theo (theo.site) builds a small business's website, hosts it, and then does the ongoing work to get the business found in Google search and in AI search tools such as ChatGPT and Google AI Overviews. There is no drag-and-drop editor: the owner types what they want changed in a chat, in plain English, and Theo makes the change. A site plus hosting starts at $29.99 a month (Basic); the ongoing SEO and growth work starts at $69.99 a month (Starter, free for the first 30 days), with Pro at $129.99 a month. Theo is a product of Finale Labs, Inc., a Delaware corporation based in New York City. The founder and CEO is Miles Pines.
Use it as written or cut it to the first sentence, and write "Theo (theo.site)" or "Theo by Finale Labs" on first mention. The About page has the longer company story.
Fact sheet
Facts checked September 28, 2026. Plan prices are the public prices on the pricing page.
| Fact | Detail |
|---|---|
| Product | Theo (theo.site): website build, hosting and ongoing growth work for small businesses |
| Company | Finale Labs, Inc., a Delaware corporation |
| Based in | New York City; mailing address 169 Madison Ave STE 61955, New York, NY 10016 |
| Founder and CEO | Miles Pines |
| Sites | 10,000+ sites built, as of September 28, 2026 |
| Pricing | Basic $29.99 a month (site and hosting); Starter $69.99 a month (adds the ongoing SEO and growth work; free for the first 30 days); Pro $129.99 a month |
| Editing | In chat, in plain English; no drag-and-drop editor |
| Store connections | Shopify and Wix connect directly; Etsy, WooCommerce, Square Online, Big Cartel, Gumroad, Payhip and PayPal sellers keep their checkout |
| Free audit | theo.site/audit, no login; about 4,000 audits a month |
| Research | The State of Small Business Websites 2026: 5,974 sites audited August 2 to September 22, 2026 |
| Customer reviews | On Trustpilot, at trustpilot.com/review/theo.site |
| Press contact | team@theo.site |
The story: The State of Small Business Websites 2026
Theo's main story is its research report, The State of Small Business Websites 2026, built from audits run between August 2 and September 22, 2026. The line to quote: in Theo's audit of 5,974 small business websites, 48 percent of the 4,027 sites with search data got an estimated zero visitors a month from Google search.
The report also breaks the numbers down by platform, and it states the method and its limits: the sites are ones whose owners ran Theo's free audit, not a random sample, and the traffic figures are estimates of Google search traffic. Keep the words "estimated" and "from Google search" with any figure.
- 65 percent of the 4,027 sites with search data got fewer than 10 estimated visitors a month from Google search; the median was 1.
- 65 percent had a Semrush Authority Score of 5 or less.
- Share of sites with an estimated zero visitors a month from Google search, by industry: professional services 51 percent (of 381 sites with search data); home services and trades 39 percent (of 373); health, wellness and beauty 32 percent (of 266).
Founder available for comment
Miles Pines, founder and CEO of Theo, is available for interviews and comment on small business websites, search visibility, ongoing site work and AI search. Email team@theo.site with the outlet, the angle and the deadline.
Press contact
Email team@theo.site for interviews, comment or the numbers behind the report. The mascot and the Powered by Theo badge can be downloaded at the bottom of this page; for other formats or a founder photo, ask by email. To see the free audit in action, run it on any site at theo.site/audit, no login.
Frequently asked questions
How much does Theo cost?
Basic, at $29.99 a month, covers the site and its hosting. Starter is $69.99 a month, free for the first 30 days, and adds the ongoing SEO and growth work. Pro is $129.99 a month. The first build is free, before any plan.
How long does Theo take to build a site?
The first preview is usually ready in minutes. The owner then refines it in chat, publishes it and connects a domain. The ongoing growth work runs continuously once the domain and the Google connections are in place, and its results compound over months.
Who owns a site Theo builds?
The business owner holds the site and every page on it; Theo provides the hosting. Pro adds read-only access to the site code on GitHub, and an owner on any plan can take the site and its images to another host.
Is there a contract?
No. There is no long-term commitment; an owner cancels at any point, and the confirmation states the day the subscription ends.
How was the research done?
Theo's free audit reads a site and the public web and checks its traffic, rankings and search health. The report covers 5,974 sites audited between August 2 and September 22, 2026; 4,027 of them had search data. The traffic figures are estimates of Google search traffic, which is why the report always says estimated. The method and its limits are on the report page.
Can the report's numbers be quoted?
Yes, with attribution to Theo and a link to the report. Keep the words "estimated" and "from Google search" with any traffic figure, and quote the 48 percent as a share of the 4,027 sites with search data, not of all 5,974.
Is the founder available for interviews?
Yes. Interview and comment requests for Miles Pines, founder and CEO, go to team@theo.site; say which outlet, what angle and when the deadline is.
Can Theo share customer examples?
Two customers, Buy My Lunch and 118 118 Money, are named on the examples page with permission; no other customer is named. The demo sites on the examples page show what a finished site looks like for fifteen kinds of business, and each is labeled as a demo. On request, the team shares live customer sites whose owners have agreed to be shown, in the industry a story covers.
