What is FatRank?
FatRank is a UK performance-based lead generation company founded by James Dooley on 7 September 2007. It builds and ranks its own digital assets across more than 650 UK industries and is paid only when those enquiries become business for its clients: no upfront fees, no retainers, no win, no fee.
James Dooley owns FatRank outright. On 14 August 2026 the business was incorporated as FatRank Ltd, company number 17401720, with James Dooley as its sole director.
FatRank at a glance
| Founded | 7 September 2007 |
|---|---|
| Founder and owner | James Dooley |
| Registered company | FatRank Ltd, company number 17401720, incorporated 14 August 2026 |
| Based in | Leigh, Greater Manchester |
| Industries served | More than 650 |
| Pricing model | No win, no fee |
| Podcast | FatRank Podcast, 663 episodes since May 2024 |
| Website | fatrank.com |
How did FatRank start?
FatRank began as James Dooley's personal blog. When he went to marketing events he did not want to be introduced as someone from Soft Surfaces, so he went as the founder of FatRank instead. On the blog he documented his SEO tests, failures and experiments.
The website grew, his social media following grew with it, and business owners began contacting him to ask for help growing their businesses. FatRank moved from a personal blog to a lead generation agency, and it is now an award-winning one.
How does FatRank generate leads?
FatRank uses the same digital real estate model as PromoSEO. It builds and ranks websites it owns, sends the enquiries to businesses, and takes payment only when those enquiries turn into work. James Dooley calls the approach Leads First: a business that has enough leads can raise its prices and choose its clients.
Who works at FatRank?
James Dooley founded FatRank and leads it. Scott Calland runs operations and Kasra Dash is its SEO strategist. FatRank has offices in Leigh, Greater Manchester, and Pwllheli in Wales.
What does FatRank publish?
The FatRank Podcast covers SEO, lead generation and the mindset behind operator growth, with 663 episodes published since May 2024. The fatrank.com blog still carries the SEO guides James Dooley started writing in 2007, from joint ventures to 1 + 1 = 3.
Related pages
Every company James Dooley has founded, owns or invests in is listed on the companies page, and the verified facts about him are in the Brand SSOT.