Joshua George interviews James Dooley about why FatRank positions itself as the best lead generation agency in the UK. James explains the pay what you want revenue share model, which removes upfront risk for clients and aligns incentives around performance. The discussion covers the importance of strong conversion processes, fast response times and avoiding a single source of leads. They also explore which industries perform best for lead generation, including emergency trades, legal services and finance. The episode highlights the value of multi channel marketing through SEO, PPC and paid social to maximise return on investment.