How to grow a joinery business? | Joinery Business Lead Generation

Kasra Dash and James Dooley explain how joinery businesses grow faster when they combine SEO, social proof and selective lead generation because these tactics increase visibility and trust which raises conversion rates. They show that strong branding wins more quotes and that exclusive leads perform better because competition is removed. Their advice highlights how networking with related trades expands referrals which fuels consistent monthly inquiries.

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: so if I have a joiner business what would you recommend for getting a consistent flow of inquiries and being able to grow out my business every single month
James Dooley: so if I'm a joiner and I'm looking to grow my business I would be first and foremost looking at SEO search engine optimization in making certain that I've got a nice looking website that's got positive reviews and case studies online obviously trying to rank for the terms like or best joiners in wherever the base or whever to carry out the work that would be the first thing that I'd be looking to do not only for generating leads but also for wherever they're getting the leads from whether it's Word of Mouth whether it's social media or whatever it is the ones that' got the leads if someone's searching their name they've got a positive reputation management kind of system online someone goes and look to the band and go yeah these look like the company that I want to deal with yes these have got lots of case studies doing for exactly that what I want to do could be fitting doors it could be whatever it is that they want the join a company to do they've got case studies and tests to say they are a great company to do it that would be the first play I would look towards what's your thoughts on like PPC or traditional marketing
Kasra Dash: so with PPC it can get expensive um and there can be a lot of Tire kickers as well when when when you're especially bidding for the the term joiners near me or joiners Manchester or joiners wherever um so I think I think that that's probably um I would probably avoid that unless you're doing something that's like super high ticket maybe you're doing like I don't know bespoke staircases and it's you're doing it for like4 million pound homes and it's costing let's say two 300 Grand to get this uh staircase fitted um so unless you're doing something like that which I don't think many people I mean there will definitely be some people that watch this that that are um that might be a play traditional marketing radio ads tv ads I just wouldn't even touch you you can get a good Roi on it um I know that we've spoke to people in the past where they just spend on radio ads or TV ads because they've been told that they should but again like you you don't know how many people have seen that that um or heard that radio ad you don't know how many people have converted into pain customers from that radio ad um and not only that is I don't know about yourself but let's say you did run a radio ad would you want to get your your skirting boards changed after hearing a radio ad I don't I don't think you would I think it's it's something that you you either you either want it or you don't I don't think you can do interruptive marketing like that um but what about lead generation
James Dooley: so I would certainly recommend going out for lead gener if you're a joiner looking to grow your business I'd certainly look to buy joinery leads so I I would head over to fat rank.com and I'd fill in the form to see whether you qualify qualification is quite difficult you need to make certain you've got a positive brand online you need to make certain that you got professional email and that you can respond to inquiries pretty quick the reason why at fat rank they have a qualification process is because it's a complete no win no fee setup so it's a no-brainer for any joining business owner to go and have that set up if they qualify so that would be step number one for lead generation for joinery company step number two you've got other places like bark Checker trade Yellow Pages advertising build a builder trust a Trader all of those can generate you a consistent flow of inquiries for your joinery business what I would do is I'd be testing those out and seeing which ones are getting you the highest return on investment at fat rank it guarantees you a return on investment but I would certainly not throw all your eggs in one basket I would try out all the other lead generation companies and see who's providing you with the best leads possible and I would probably try to team up with two or three different lead generation companies to grow your join a business what you do want to understand is that back check a trade and other places they might not give you exclusive leads they might be reselling those same leads to to four or five or even six different joinery businesses fat rank give you exclusive leads they give you real time live leads but you need to be responding pretty quickly it's a great way to grow your joinery business lead generation but what's now your thoughts then with regards to like social media should they have a social media presence and try to be only the present
Kasra Dash: yeah definitely I think if you've got a social media presence um just by not having one you could lose it on jobs so for example if if you have let's say a quote going out um and your competitor also has a quote and maybe they are a little bit more active on social media than your business or your brand um that can definitely lead to not converting that job or not winning that job um so I think just by having that alone will definitely help and not only that is it's just more eyeballs on on your product and on your service so it it will definitely help um I think if you like what I was mentioning before it depends on on what you're doing like if you're doing skirt and Boards it's going to it's going to be pretty difficult to make that look visually appealing on on Facebook and Instagram and stuff but if you're doing like kitchen remodeling maybe you just fit the new kitchen or maybe you have just fed a new staircase for somebody and it's like got all the glass going around the side and stuff if you're doing stuff like that you definitely want to be on social media
James Dooley: yeah and these other stuff like his bathroom refitting of like wardrobes and stuff like that so that's all quite visual so if you have some great jobs of what you've done that is visually appealing or aesthetically pleasing you want to try to make certain that you're getting them images the before and after photos you're putting them on Pinterest you're sharing it on Twitter you're having case studies kind of being created and stuff like that but also if you do have some amazing jobs like Cas you could then start doing social media advertising so like Facebook advertising every website should have a retargeting pixel put on the website so that means if someone's landed on your website and not converted you could then with a cookie start to retarget those when they're on social media to try to get them back to your website to then try to like there might not been enough trust Foxes or whatever so you might show them a retargeting video of some jobs that you've done recently they might return back to your website and then inquire
Kasra Dash: yeah last one there um networking events would you so like with guyss to joinery there's a lot of someone wants an extension on their house they might go to an architect or they might go to a builder but they might be a brick layer and they might still need a joiner to help them out in doing the joinery work so a lot of the times via word of mouth and networking you could win a lot of work from Brit layers where britle is building the wall and says oh by the way can you come and fit the door or can you come and do the Jo or can you come and do whatever their work is that they're doing so would you say that trying to team up with other Tradesmen could be good for get in relationships with them which then could you could get more referrals
James Dooley: yeah for sure you you've mentioned this before like kind of partner up with with shouldering NES and stuff um it's not necessarily you're going out to other joiners you you're kind of going out to Brick Layers or potentially um people that do uh um yeah PL yeah could be anything um so as long as you have those details it's kind of like I'll scratch you back you you scratch mine you you might be able to pass them inquiries and then they'll also be able to pass you inquiries as well so I think it can definitely be um worthwhile doing you just need to be selective in in which um networking meetups you actually attend and which ones you don't and also typically speaking other business owners that are going to these uh business meetups they're going to be a little bit like savvy so they would be a little bit warmer too like potentially giving you more work and stuff that so I think it's definitely worth doing is there anything else that you recommend
Kasra Dash: just i' just like to say if you are a joinery company looking to grow then for me the main two strategies would be teaming up with several lead generation companies including fat rank.com but then making certain you do spend some money yourself with regards to SEO so getting that search Eng and optimization set up that you're ranking for certain keywords to generate your own leads the Holy Grail of any successful business is when you can generate your own leads in house that's where you want to try to work towards but also not just thinking as SEO as being what is the ROI specifically from SEO brand building case studies testimonials so that you can convert the leads if you are buying from lead generation companies better because if you are coming up against one of your competitors and they go and search your brand and go and search your competitive your competitor brand and you're similar on price who are they going to choose if they're going to choose your competitor because they've got better case stories and better testimonials you need to start improving that so they're the main two for me the two major plays is improving your branding online and teaming up with the right type of lead generation company to grow your joinery business if you guys do want solive leads for your business make sure to check the link down below and apply on fat rank.com