I am recruiting 60 members in my immediate area, charging $200/month for a total of $12,000 per month. That money will goo 100% towards marketing my website and toll free number as the go-to place to find home renovators, from painting to roof to tiles to kitchens, etc. I will then recieve 5% off any leads that come through my site.
You have to give it away for free to get started. I'm not sure you can charge any one anything for you to build your website and help them "possibly" make money in the long run. That is super hard to pitch in my experience -- and sounds rather self serving (if it is really isn't).
Figure out a way to build the website and then charge 20% for leads. That's a more credible model.