Cost per conversion means you they completed a form on your web site with contact info.

It's dirt cheap and easy to access 24/7.Craig - did you use a national company from the web to be your registered agent or a local attorney, or something else?

I used to do web designs and occasionally would have to get into the SEO business for clients.

It's a gamble, but the discount is steep. 

First regarding branding, web domains and marketing.

Who is your web designer or who do you use to launch your page?

I literally dropped my original web hosting guy after Jerryll, true to his word, let me talk to him and find out what my website needed.

The costs or hours spent on promoting your website through SEO, Google Ads, web maintenance, content creation(for keyword indexing), etc might be exactly the same or higher then simply using a company platform who does all this lead gen for you for a small fee.Perhaps you have a different strategy though and I am missing the point.

Your own web site may save you in fees but how will you market yourself to compete against the big sites?

Here's an old web page I set up years ago.