How to grow a boiler business? | Boiler Business Lead Generation

This video breaks down how boiler companies can achieve steady, predictable growth by diversifying their lead sources, building strong SEO foundations, leveraging social proof, and responding quickly to enquiries — all of which increase both the volume and the quality of boiler leads. It explains how FatRank’s pay-on-performance model lowers risk for heating engineers, as they only pay when a boiler installation actually converts into profit. The discussion also highlights a major issue in the industry: many cost-per-lead providers resell the same boiler lead multiple times, which damages conversion rates. In contrast, exclusive performance-based leads provide a clearer and more reliable route to ROI.

The conversation emphasises that solid branding, a modern website, consistent five-star reviews, and an optimised Google Business Profile build far greater trust with customers. And while PPC can be costly and prone to click fraud, strategies such as SEO, social media advertising, and YouTube boiler error-code videos generate stronger, more sustainable long-term leads.

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 boiler company and I am looking to generate more boiler enquiries, maybe boiler repairs or new boiler installations, and I want a consistent flow of enquiries for my boiler business, what do you recommend?

James Dooley: The first thing I would look at is lead generation companies.

James Dooley: I would try to team up with places like Bark, Checkatrade, TrustATrader and Build a Builder.

James Dooley: All of those places might generate leads.

James Dooley: I would make sure I am tracking every single one of them.

James Dooley: I would probably go out to each of them and test them.

James Dooley: As a business owner you want to track KPIs and see which one is giving the highest return on investment.

Kasra Dash: If you are a boiler company I strongly recommend going over to FatRank.com and filling in the form to see whether you are accepted.

Kasra Dash: We also need to know whether you are a boiler installer, whether you supply the boilers, or whether you just service, maintain and repair existing boilers.

Kasra Dash: When you fill in the form at FatRank.com, they do a lot of boiler installation, boiler repair and boiler servicing leads throughout the UK.

Kasra Dash: See whether you are accepted.

Kasra Dash: Do not throw all your eggs in one basket.

Kasra Dash: Make sure you have diversification.

Kasra Dash: The best thing about FatRank from a lead generation source is that it is a no risk supply of enquiries.

Kasra Dash: You pay nothing for SEO, nothing for PPC, nothing for the lead.

Kasra Dash: You only pay if the job converts and you make profit.

Kasra Dash: But make sure you try others too because there might be a finite amount of leads FatRank can generate.

Kasra Dash: You might want 20 leads a day but FatRank might only generate five or ten a day, so you need multiple sources.

James Dooley: The problem with many lead generation companies is that they resell the same lead four or five times.

James Dooley: You are not getting exclusive leads.

James Dooley: From FatRank’s point of view, when we check some boiler companies their branding is terrible.

James Dooley: We can generate a perfect lead where someone wants a commercial boiler, or a boiler ripped out and replaced with a combi boiler, along with new radiators.

James Dooley: If the company’s branding is not good, they may not convert the lead.

James Dooley: That affects us because we get paid based on conversions.

James Dooley: What are your thoughts on organic SEO for generating leads and building a positive reputation?

Kasra Dash: You are doing yourself a disservice if you do not have a website.

Kasra Dash: If you do not have solid five star reviews, you will struggle.

Kasra Dash: Even having four or five strong reviews is enough to start.

Kasra Dash: Many businesses enquire with FatRank and they are nowhere to be seen.

Kasra Dash: They have no website, or a site that has not been updated in six years, or just a basic landing page.

Kasra Dash: They have no reviews, or bad reviews, or two star ratings.

Kasra Dash: If you line these things up first, you have a far higher chance of being approved.

Kasra Dash: If you have no professional email, or you are a one man band with no dedicated sales team to call leads, that affects conversion.

Kasra Dash: That is not just with us, that is with every lead generation company.

Kasra Dash: If your online presence is bad, you will think all leads are bad.

Kasra Dash: Invest in SEO, build dedicated service pages such as boiler repair services, new boiler installations and commercial boiler installations.

Kasra Dash: That helps.

Kasra Dash: Getting Google Business Profile reviews helps with local searches like “boiler repair near me”.

Kasra Dash: SEO is a long term play.

Kasra Dash: After two years you can generate your own enquiries and rely less on FatRank or Checkatrade or Bark.

Kasra Dash: Away from SEO, what do you think about PPC?

James Dooley: PPC generates leads instantly.

James Dooley: You can turn it on and get leads today.

James Dooley: The issue is the cost.

James Dooley: You need deep pockets.

James Dooley: You need a professional PPC agency.

James Dooley: If you do not know about click fraud, negative keywords and filtering heating engineers who click your ads, PPC can burn your budget.

James Dooley: PPC for boilers is expensive.

James Dooley: I would avoid it if you do not know what you are doing.

James Dooley: If you are experienced, have a strong converting website and solid CRO, PPC might be worth running.

James Dooley: A better paid ads play might be social media.

James Dooley: You could run social media ads using grants, special offers or local discounts.

James Dooley: You could say you are offering 50 percent off servicing in a specific area.

James Dooley: If your normal price is £75, you could frame it as normally £150, now £75.

James Dooley: That gets attention, and once you are in the home you might upsell a replacement boiler.

James Dooley: What do you think about organic social media?

Kasra Dash: You could do YouTube videos covering every boiler error code.

Kasra Dash: Many people search for error codes.

Kasra Dash: If your video comes up and explains whether the boiler is failing or needs maintenance, that is a good lead source.

Kasra Dash: Some error codes mean the boiler is finished, which is a chance to sell a replacement.

Kasra Dash: Some codes just mean it needs annual servicing.

Kasra Dash: Covering everything on YouTube would work in your favour.

James Dooley: For sure.

James Dooley: If you are a boiler company and want to grow and get more leads, go to FatRank.com and fill in the form to see whether you qualify.

James Dooley: Ideally we want heating engineer companies that work nationwide throughout the UK.

James Dooley: You need a good online presence.

James Dooley: If you tick the boxes we are generating commercial boiler, residential boiler, boiler repair and boiler servicing leads every day.

James Dooley: Head over to FatRank.com and see whether you qualify for the lead generation.