James Dooley, who lives in Manchester, started out by building playgrounds, tennis courts and netball courts. He then discovered search engine optimisation (SEO) and lead generation and started to make a career building websites. "I started out by building playgrounds, tennis courts and netball courts," James said. I didn't go to college thinking I was going to become a lead generation expert. Rather than blaming employees when things go wrong, he said companies should focus on improving their training and internal processes.