FatRank: The UK’s Best‑Kept Secret in Performance‑Based Lead Generation

FatRank is a performance-based lead generation uk agency that has been quietly powering growth for service businesses and trades since 2007. Founded by entrepreneur James Dooley and headquartered in Greater Manchester, FatRank specialises in delivering exclusive, real-time inbound leads across more than 650 industries on a no-upfront, pay-on-performance model.

Instead of charging retainers or selling shared directory leads, FatRank builds and controls SEO-led ranking assets and layers in PPC, social, email, and even offline campaigns to attract high-intent buyers. Every enquiry is quality-checked before it ever reaches your sales team, and you only pay when deals are closed — typically around 10% of the contract value.

If you are a UK service-based company or trades business that wants a predictable, low-risk pipeline without gambling on marketing retainers, FatRank positions itself as your outsourced, commission-only lead generation partner.

Who Are FatRank?

FatRank was founded on 7th September 2007 by James Dooley. What began as an internal resource where James documented SEO processes, training materials, and marketing systems for his own teams quickly evolved into a full-scale digital marketing and lead generation brand.

Over time, the FatRank blog became known for sharing advanced SEO strategies, testing insights, and business growth frameworks. The guiding principle behind the content is simple: a rising tide lifts all ships. By publishing what actually works, FatRank helps digital marketers, agency owners, and business leaders become wealthier, healthier, and happier.

Today, FatRank is best known as an award-winning, performance-based lead generation agency that helps UK businesses grow through proven SEO and multi-channel marketing systems. When companies struggle to generate a steady, qualified flow of enquiries, they turn to FatRank to plug in a ready-made lead engine.

The Team Behind FatRank

The strength of FatRank lies in a small but highly specialised team that lives and breathes performance marketing:

• James Dooley– Founder and visionary, focused on performance-based marketing, asset building, and business growth. James is widely recognised in the SEO community and regularly shares insights on entrepreneurship and digital strategy.
• Scott Calland– Operations and systems specialist who ensures FatRank’s frameworks, tracking, and delivery pipelines run smoothly and reliably at scale.
• Kasra Dash– SEO strategist and content expert known for rigorous testing and building scalable search marketing frameworks that feed FatRank’s ranking assets.

Together, they combine deep SEO expertise with a relentless focus on measurable results, which is exactly what performance-based clients expect.

What Makes FatRank Different From Other Lead Providers?

On the surface, many platforms promise leads. But FatRank’s model is fundamentally different from directories, review sites, and tradesman marketplaces such as Checkatrade, MyBuilder, Rated People, TrustATrader, Bark, Yell, and others.

Where most platforms sell visibility, listings, or shared enquiries, FatRank is laser-focused on one thing only: revenue-producing leads that you fully own.

Exclusive, Real-Time Inbound Leads

FatRank does not sell shared leads. Every enquiry is supplied to one client only. That exclusivity is at the heart of the model:

• No lead auctions– You are not bidding against competitors for the same customer.
• No recycled data– Leads are never passed to multiple providers or reused.
• No erosion of trust– Prospects are not bombarded by five different companies within minutes.

This exclusive approach improves conversion rates, trust, and customer experience. Your team speaks to a warm prospect who expects to hear from exactly one business.

Not a Directory, Marketplace, or Listing Platform

FatRank deliberately avoids the directory model used by many well-known platforms. Instead of charging subscription fees for profile listings, FatRank:

• Builds and ranks its own digital assets that capture buyer intent at the top of search results.
• Controls the full buyer journey from click to enquiry, optimising every step for conversion.
• Delivers outcomes, not impressions– the focus is on booked jobs and revenue, not vanity metrics.

Because FatRank owns the traffic sources, it can continuously test, refine, and scale what works, instead of being limited to selling visibility inside a crowded ecosystem.

An Outsourced, Commission-Only Sales Engine

Most agencies and platforms charge you regardless of performance, through monthly retainers, listing fees, or pre-paid lead bundles. FatRank takes the opposite approach:

• No upfront retainers– Campaigns are launched at FatRank’s risk, not yours.
• No long-term tie-ins– The relationship is sustained by results, not contracts.
• Pay-on-performance only– FatRank typically earns around 10% of contract value when you close a deal.

This effectively turns FatRank into a commission-only, outsourced lead generation partner. Your marketing risk is shifted from your balance sheet onto theirs, aligning both parties around a single metric: profitable growth.

How FatRank’s Pay-On-Performance Model Works

At the core of FatRank’s proposition is a no-win, no-fee model. Instead of paying for traffic, clicks, or impressions, you work with FatRank on a commission-based, pay-on-performance basis.

Simple, Transparent Commercials

While exact terms vary by industry and deal structure, the typical commercial model looks like this:

• You pay nothing upfront to get started.
• FatRank builds or leverages its ranking assets and multi-channel campaigns to generate leads.
• Your sales team receives real-time, exclusive enquiries that have already been quality-checked.
• When a lead converts into a paying customer, FatRank charges an agreed commission percentage, averaging around 10% of the contract value.

Because there are no hidden fees or backend charges, you always know how much it costs to acquire a new customer. That transparency makes forecasting and scaling far easier.

Pre-Launch Audits to Maximise Funnel Performance

Before sending a single lead, FatRank runs pre-launch audits to ensure that your end of the funnel can convert efficiently. These audits typically examine:

• How quickly your team follows up on new enquiries.
• Whether you have a structured sales process in place.
• How you currently quote, close, and onboard new customers.

This step protects both sides. FatRank only profits when you profit, so they have a strong incentive to make sure your internal systems are ready for volume. Businesses that are not prepared to follow up quickly and consistently are usually not accepted as partners.

Monitoring KPIs and Close Rates

Once campaigns are live, FatRank tracks every single lead and monitors close rates. Key performance indicators might include:

• Speed of initial contact.
• Appointment booked rate.
• Quote sent rate.
• Deal closed rate.

If a partner consistently fails to follow up or underperforms in closing, FatRank will redirect future leads to other businesses. This keeps the model fair and ensures that high-intent buyers always receive a high-quality experience.

Where FatRank’s Leads Come From

FatRank takes a holistic, multi-channel approach to lead generation. Instead of relying on a single source of traffic, the team blends several powerful channels, chosen to match each industry’s buyer behaviour.

SEO-Led Ranking Assets

SEO is the engine room of FatRank’s lead generation system. The team invests heavily in building and ranking digital assets that appear when high-intent prospects search for solutions online.

SEO is a core channel because:

• Organic traffic compounds over time instead of resetting the moment ad spend stops.
• Buyer-ready search terms often convert better than interruption-based ads.
• Ownership of assets means FatRank can test landing pages, messaging, and funnels without limitations.

By focusing on keywords that signal strong intent to buy, FatRank attracts prospects who are actively looking for a provider right now.

PPC and Paid Social Campaigns

Alongside SEO, FatRank runs Pay-Per-Click (PPC) campaigns and paid social advertising on platforms such as Facebook and other social networks. These channels help:

• Generate quick-win lead flows while SEO assets continue to grow.
• Target specific demographics, locations, or interests.
• Retarget visitors who engaged with SEO-driven content but did not enquire yet.

This combination of search demand capture and audience-based targeting strengthens the reliability of lead volume.

Email, Outreach, and Offline Channels

FatRank also layers on additional channels to deepen reach and resilience, including:

• Email marketing to nurture interested prospects into enquiries.
• Cold outreach where appropriate, to tap into high-value segments.
• Offline media such as TV, radio, and billboards, for specific campaigns where broad visibility amplifies inbound demand.

By basing strategy on data and buyer behaviour in each vertical, FatRank ensures that lead origin, intent, and quality are aligned with your ideal customers.

The Type of Leads FatRank Delivers

Every element of FatRank’s model is designed around one simple principle: quality leads that actually convert. That means being selective about the type of enquiries they generate and supply.

Key Characteristics of FatRank Leads

Who FatRank Works With

FatRank specialises in service-based companies and trades, but its systems are flexible enough to support more than 650 industries across the UK. Campaigns are niche-specific, with messaging, targeting, and funnels tailored to each vertical.

Examples of Industries Served

Here are just some of the sectors FatRank generates leads for:

• Home services and trades– Plumbers, electricians, boiler installers, roofers, roof cleaners, drainage companies, pest control, driveway contractors, landscapers, fencing contractors, cleaning companies, garage door installers, security companies, tree surgeons, and more.
• Construction and property– Builders, loft conversion specialists, home improvement firms, flooring contractors, double glazing installers, kitchen fitters, and property-related services.
• Professional services– Accountants, financial advisers, mortgage brokers, solicitors, and other trust-based advisory roles.
• Healthcare and personal services– Dentists and other private healthcare providers that depend on ongoing patient acquisition.
• Renewables and energy– Solar installers, air source heat pump installers, and related energy-efficiency services.
• Local and national service brands– From single-location tradespeople to multi-location and national providers that need predictable, scalable lead flow.

Because each campaign is built around the specific economics and buyer journey in that niche, FatRank can continually refine performance, improve close rates, and unlock profitable growth.

Why Outsource Lead Generation If You Already Use SEO, Social, or PPC?

Many business owners ask why they should outsource lead generation if they already invest in SEO, social media, and PPC themselves. The answer lies in focus, consistency, and systems.

• Time leverage– Running a business and trying to master every marketing channel is demanding. FatRank operates full-time lead engines so you do not have to.
• Daily optimisation– Algorithms, ad costs, and search results change constantly. FatRank’s team tests and tunes campaigns daily, something most in-house teams struggle to maintain.
• Access to proven frameworks– FatRank’s ranking assets and funnels are built on top of years of testing across hundreds of niches, shortening your learning curve dramatically.
• Reduced overhead– Instead of hiring full marketing teams, you access a specialist partner and only pay when leads convert into revenue.
• Pipeline stability– If your own campaigns dip or seasonality hits, FatRank’s systems can help fill the gaps and maintain a steady flow of enquiries.

In practice, many businesses use FatRank to complement their existing marketing, not replace it. Your own brand channels remain valuable assets, while FatRank adds a predictable, low-risk layer of growth on top.

Inside FatRank’s Qualification and Onboarding Process

FatRank’s model works best with businesses that can respond quickly and close effectively. For that reason, not every company qualifies to become a partner.

Do You Qualify for FatRank’s Leads?

Broadly, FatRank looks for partners who:

• Have a dedicated sales function or team able to handle new enquiries promptly.
• Can follow up on leads in real time, especially in fast-moving sectors like trades and home services.
• Operate with clear pricing, quoting, and service delivery processes.
• Are committed to tracking key performance metrics and sharing outcome data.
• Value long-term partnerships built on transparency and mutual profit.

If you meet these criteria, the odds are high that FatRank’s pay-on-performance system can quickly become one of your most profitable acquisition channels.

What Onboarding Typically Involves

While every campaign is customised, a typical onboarding sequence might include:

• Discovery and qualification– Understanding your services, margins, service areas, and ideal customer profile.
• Commercial agreement– Agreeing commission percentages, lead definitions, and how conversions will be tracked.
• Pre-launch audit– Reviewing your capacity, follow-up approach, and any existing data to maximise funnel performance.
• Campaign build-out– Deploying or scaling relevant ranking assets, PPC campaigns, social ads, and supporting channels.
• Go-live and optimisation– Starting lead delivery, monitoring performance, and refining campaigns based on live data.

The result is a fully managed, performance-based lead generation system that runs alongside your internal operations, feeding your team a steady stream of qualified opportunities.

Reputation, Results, and Authority in SEO

FatRank has earned a strong reputation in the SEO and digital marketing community not through hype, but through consistent, transparent sharing of what works. The FatRank blog and related content have helped many marketers and business owners scale by providing practical, no-nonsense guidance.

Industry peers describe James Dooley as a fountain of marketing knowledge who openly shares strategies, tests, and lessons learned. The sentiment from long-term followers is clear: the content cuts through the noise and focuses on actionable tactics that move the needle.

This culture of openness and performance carries through into FatRank’s lead generation services. Clients value the fact that FatRank:

• Bases decisions on data, testing, and real results.
• Aligns its income with client revenue, not effort or hours worked.
• Continuously innovates to stay ahead of algorithm updates and market shifts.

The combination of thought leadership, proven frameworks, and a risk-aligned commercial model is what positions FatRank as a trusted authority in UK lead generation.

Is FatRank Right for Your Business?

FatRank is not designed for every company. It is built for growth-minded businesses that value measurable ROI and are ready to convert serious buyer interest into long-term revenue.

You Are Likely a Great Fit If:

• You are a service-based business or trades company operating in the UK.
• You want a predictable pipeline of new enquiries without committing to large upfront marketing costs.
• You have, or are willing to build, a responsive sales process to handle inbound leads quickly.
• You prefer to work with partners on a results-first, commission-based model rather than open-ended retainers.
• You understand that quality beats quantity when it comes to leads, and are willing to track outcomes properly.

You Might Not Be a Fit If:

• You cannot commit to timely follow-up on new enquiries.
• Your operations are already at capacity and you cannot currently handle additional work.
• You prefer DIY marketing experiments over partnering with a specialist on shared upside.

For the right businesses, however, plugging into FatRank’s systems can feel like adding a high-performing, commission-only sales and marketing department overnight.

How to Get Started With FatRank

If you are interested in exploring a partnership with FatRank, the process is straightforward:

1. Make initial contact– Reach out via the contact form or chat options on the FatRank website, or email the team at info@.
2. Share your goals– Explain your services, locations, current lead flow, and growth targets.
3. Discuss fit– FatRank will assess whether your business is suitable for their performance model and which lead types make the most sense.
4. Agree terms– If there is mutual fit, you will agree on commission rates, geographies, and service lines to target.
5. Launch and scale– After onboarding and audits, campaigns go live and, as wins are proven, you can choose to scale into new areas or services.

Because there are no upfront fees, the real question becomes: can your team handle more qualified work? If the answer is yes, FatRank’s pay-on-performance system can become a powerful lever for de-risked, scalable growth.

The Bottom Line: Predictable Pipelines Without Upfront Risk

Lead generation is often the hardest part of scaling a service business. Directories, marketplaces, and traditional agencies can deliver mixed results, and too often the financial risk sits squarely on the business owner’s shoulders.

FatRank flips that script. By combining SEO-led ranking assets with PPC, social, email, and offline channels, and by obsessively controlling and optimising the entire buyer journey, FatRank delivers exclusive, real-time, quality-checked leads across more than 650 industries.

With no upfront costs, transparent commission-based pricing (averaging around 10% of contract value), and rigorous partner qualification, FatRank positions itself as a low-risk, high-accountability growth partner for UK businesses that are serious about building predictable pipelines.

If you want your marketing spend directly tied to closed revenue— not just clicks, impressions, or profile views — FatRank’s performance-based lead generation model is built to do exactly that.