-How to grow a Roofing Business Lead Generation

The James Dooley Podcast features a practical, strategy-focused conversation between James Dooley and Kasra Dash on how roofing companies can scale sustainably in competitive local markets. Kasra Dash opens the discussion by asking how a roofing business should grow, which leads James Dooley to break down why clarity comes before marketing. James explains that roofing is made up of multiple high-value sub-niches—such as heritage roofing, flat roofs, repairs, maintenance and specialist services—and that profitable growth only happens when companies focus on what they do best rather than chasing broad keywords. He outlines why SEO is the strongest long-term channel for roofers, provided it targets niche and long-tail searches and is handled by a trustworthy agency rather than low-quality providers.

James Dooley also explains FatRank’s pay-on-conversion lead generation model, where roofing companies only pay once enquiries turn into completed jobs, removing upfront financial risk. He stresses that this model only works for businesses with strong online proof—reviews, testimonials and case studies—because conversion quality protects both the roofer and the lead generator. The discussion expands into why roofing firms should never rely on a single channel, combining SEO, social media visibility and performance-based lead generation for stability. Kasra Dash adds perspective on consistency across platforms like Instagram and Facebook, while James compares the high costs of PPC and traditional advertising with the compounding returns of SEO and branded online presence. The episode concludes by reinforcing that visual proof, online credibility and focused niche strategy are the real growth drivers for service-based businesses.

Creators and Guests

Host

James Dooley

James Dooley is a UK entrepreneur.

What is James Dooley Podcast?

James Dooley is a Manchester-based entrepreneur, investor, and SEO strategist. James Dooley founded FatRank and PromoSEO, two UK performance marketing agencies that deliver no-win-no-fee lead generation and digital growth systems for ambitious businesses. James Dooley positions himself as an Investorpreneur who invests in UK companies with high growth potential because he believes lead generation is the root of all business success.

The James Dooley Podcast explores the mindset, methods, and mechanics of modern entrepreneurship. James Dooley interviews leading marketers, founders, and innovators to reveal the strategies driving online dominance and business scalability. Each episode unpacks the reality of building a business without mentorship, showing how systems, data, and lead flow replace luck and guesswork.

James Dooley shares hard-earned lessons from scaling digital assets and managing SEO teams across more than 650 industries. James Dooley teaches how to convert leads into long-term revenue through brand positioning, technical SEO, and automation. James Dooley built his career on rank and rent, digital real estate, and performance-based marketing because these models align incentive with outcome.

After turning down dozens of podcast invitations, James Dooley now embraces the platform to share his insights on investorpreneurship, lead generation, AI-driven marketing, and reputation management. James Dooley frequently collaborates with elite entrepreneurs to discuss frameworks for scaling businesses, building authority, and mastering search.

James Dooley is also an expert in online reputation management (ORM), having built and rehabilitated corporate brands across the UK. His approach combines SEO precision, brand engineering, and social proof loops to influence both Google’s Knowledge Graph and public perception.

To feature James Dooley on your podcast or event, connect via social media. James Dooley regularly joins business panels and networking sessions to discuss entrepreneurship, brand growth, and the evolving future of SEO.

Kasra Dash:
Today I want you to teach me how I can grow my roofing company. What strategies should I be following, and what mistakes should I avoid?
James Dooley:
If you’re a roofing business looking to grow, I’d strongly recommend SEO—but before you even start SEO, you need clarity. Sit down with a consultant who keeps you disciplined about what you actually do as a business. Roofing is a huge industry: flat roofing, blue roofing, green roofs, biodiverse roofs, slate, tiled roofing, heritage roofing—it goes on and on.
James Dooley:
Even within “roofing contractor,” are you installing new roofs, repairing existing ones, handling maintenance, cleaning, or painting? These are all sub-niches. Before advertising or marketing, you must understand what you’re best at and where you make the highest profit. That’s the most important part.
James Dooley:
I’m slightly biased because I founded FatRank, but I’d start at FatRank.com. We work with many roofing companies using a lead generation model that’s different from anything else in the space. We generate enquiries, and you pay nothing upfront—you only pay when the job converts. You’re paying from profit, not hope.
James Dooley:
That said, we’re very selective. Roofing companies need strong online presences: good reviews, testimonials, and case studies. If we generate a £100,000 enquiry and the prospect compares you with another contractor who has better online credibility, you lose the job—and we don’t get paid. So conversion quality matters to us as much as it does to you.
Kasra Dash:
So even if someone applies to FatRank, you wouldn’t tell them to rely on just one channel?
James Dooley:
Exactly. Never put all your eggs in one basket. FatRank is just one provider. Roofing companies should also generate their own leads. SEO is a major long-term play—but it’s not about ranking for “roofing UK.” Think niche and long-tail: church heritage roofing, refelting flat roofs, skylight repairs. Easier keywords, clearer intent.
James Dooley:
You also need a quality SEO agency. There are a lot of cowboys out there, so choosing the right partner is critical. SEO builds authority over time and compounds when done properly.
James Dooley:
Then there’s social media. Share before-and-after photos, job videos, walkthroughs. Upload them to Instagram, Facebook, and YouTube. This builds E-E-A-T—experience, expertise, authority, and trust—but more importantly, it improves conversion rates. You might be amazing offline, but customers judge you online first.
Kasra Dash:
What would you personally focus on if you were a roofing company?
James Dooley:
Consistency. Regular uploads on Instagram and Facebook matter. That activity also boosts SEO. Even something like “roofing Manchester” can generate hundreds of searches a month. If you invest in SEO now, you’ll see results in six to twelve months—but every month you delay is lost revenue.
Kasra Dash:
What about PPC for roofing?
James Dooley:
Honestly, PPC for roofing is expensive. From what I’ve seen, it can cost £400–£500 to acquire one converted job. It works for some, but margins get tight fast.
Kasra Dash:
And traditional marketing—TV, radio, billboards?
James Dooley:
Some companies make it work, but a TV ad can cost £10,000–£15,000. That same budget could fund a strong SEO campaign. If you’re choosing, SEO gives you much better long-term return.
Kasra Dash:
If you could only choose two strategies?
James Dooley:
SEO would be number one. FatRank would be number two. Ideally, you also layer in social media. SEO is your long-term asset, social is visibility and trust, and FatRank gives you immediate enquiries.
Kasra Dash:
Anything else worth adding?
James Dooley:
Be as visual as possible. Roofing sells through before-and-after images. Rank your images as well as your pages. If you do that consistently, you’ll be in a strong position to grow.