**Kasra Dash:** So if I have a water softener installation company and I want a consistent flow of inquiries and I don't know where to start, what would you recommend.
**James Dooley:** I think the two major plays for this are SEO so that you're generating leads in house and you've got positive branding online, lots of five star reviews, video testimonials and case studies. And then teaming up with a lead generation company.
**James Dooley:** So if I could team up with FatRank they do a lot of leads for water softener installations throughout the UK. It's an upward trending sector so they generate a lot of leads. If you are a business owner that installs water softeners in commercial or residential properties then go over to FatRank.com and see whether you qualify for the lead generation.
**James Dooley:** The reason you need to qualify at FatRank is because it's a pay on performance setup which makes it a no brainer for business owners because they only pay out of the profits. But if you are looking to team up with a lead generation company don't throw all your eggs in one basket. Team up with two or three others and then track who gives the best KPIs for return on investment.
**Kasra Dash:** They're my two major plays. Would you do anything else. You've got organic SEO, PPC and Facebook ads or social media ads. Personally I wouldn't get too involved in those three strategies but is there anything on there you'd say yes to.
**James Dooley:** I think it's important why we're saying no. With free Facebook or Instagram uploads, by all means do it because if someone's looking at your company and they see you're active it might be the one tick box that makes them choose you over a competitor. Uploading one or two images every few days can help.
**James Dooley:** Facebook ads I wouldn't do because it's one of those industries where you either need it or you don't. If you need water softening you're likely to search on Google.
**James Dooley:** With PPC that can get expensive very fast. If you've not got someone in house or an agency working on the account day in day out, adding negative keywords, banning certain IPs, stopping competitors burning your budget, you'll burn money fast.
**Kasra Dash:** I'd say one thing you could do on social media or social ads is the benefits of a water softener. When companies first came to us installing them I didn't know what water softening was so there will be people out there thinking do I need this. Is it good for removing limescale.
**Kasra Dash:** Most people don't even realise their kettle is full of limescale. This cleans the water across the whole system. So some sort of awareness angle could work. But I'd still say the two major plays are SEO and lead generation.
**James Dooley:** I would agree with that. If you are an installation company that installs water softeners head over to FatRank.com to see if you qualify. Don't throw all your eggs in one basket. Go to one or two other lead generation companies. And the Holy Grail for any successful business is generating your own leads via SEO and your own website.