Boosting Website Conversions and Efficiency | Jean Perpillant from Design Theory

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Jean from Design Theory, CEO with them. How are you doing today, Jean?

Jean Perpillant: I’m good. I’m good, Ernesto. Thank you for having me. I’m glad to be here.

Ernesto: It’s great to have you on today’s show. I’m sure our listeners are tuning in, wondering what Design Theory is all about. So, let’s kick it off with that. Jean, in your own words, tell us a little bit more.

Jean: Sure, thank you for the time. Design Theory is a small digital marketing agency. We help small businesses with their websites, and more recently, we’ve been doing a lot of redesigns. So if you’re a small business owner with, say, 20 to 50 employees or less, and you’re looking to redesign your website, we can help with that. Once it’s redesigned, we also help with marketing it, on-page and off-page SEO, digital advertising, and business strategies. For example, if you have an event or product launch coming up and need to maximize its impact, we can partner with you on that. We’ve been in business for over 15 years, and we’re happy to continue helping our clients succeed.

Ernesto: That’s great to hear. For our listeners tuning in, what would you say are the key problems you solve for clients?

Jean: The key problems are usually strategy or efficiency. Clients often have an online property or project they want to optimize but aren’t sure how to streamline their processes. For example, we work with clients in the education and mental health space to implement Learning Management Systems (LMS). These systems automate registrations, forms, and certifications, saving time and resources. Efficiency is a major focus for us—helping businesses streamline their workflows, make things effortless for their customers, and ultimately drive more success.

Ernesto: Perfect. Is there a specific vertical or ideal customer profile for Design Theory?

Jean: Our ideal customer is usually the owner or CEO of a small business with up to 50 employees. They’re operating well but need help with marketing strategy or execution. They might have tried doing things in-house without much success or want a partner who can grow with them. We aim to build long-term partnerships, and one of our guiding principles is: “We want your business, not your money.”

Ernesto: That’s a fantastic approach. Would you say referrals are your top client acquisition channel?

Jean: Absolutely. About 70% of our business comes through referrals. We’re proactive about asking for feedback and referrals after completing projects. Our goal is to ensure clients feel involved and satisfied with the results, which naturally leads to them recommending us to others in their network.

Ernesto: For listeners wanting to learn more, they can visit jpdesigntheory.com. What role does your website play in client acquisition?

Jean: Our website serves multiple purposes. It provides valuable information through articles, instructional content, and even video guides on topics like adding users to websites or managing Google Ads accounts. We also offer workshops, like LinkedIn for Professionals, and services like website care and maintenance. It’s more than a marketing tool—it’s a resource hub for our clients and visitors.

Ernesto: Great to hear. Are there any tools or methods you’d recommend for website lead generation?

Jean: Definitely. Always include calls-to-action and simple forms on key pages to capture leads. FAQs are another underutilized tool that can address common questions and establish your expertise. These can also serve as content for social media, like Instagram reels or YouTube shorts, driving traffic back to your site.

Ernesto: That’s excellent advice. I’d love to hear more about your LinkedIn for Professionals workshop.

Jean: LinkedIn is one of my favorite platforms. We teach workshops twice a month to help professionals leverage its features beyond just posting. For example, you can create newsletters, showcase your work in a featured section, and even add custom buttons for booking meetings or highlighting events. It’s a powerful tool for growing your business and showcasing expertise.

Ernesto: Amazing! Let’s switch gears and talk about you as a leader. What are some key tasks you focus on day to day as CEO of Design Theory?

Jean: My main focus is client communication. Early on, I wore all the hats—marketing, development, bookkeeping, everything. But now, I work with a team that excels in these areas so I can concentrate on what I love: meeting with clients, strategizing, and accountability coaching. This allows me to help clients set and achieve their goals without getting bogged down in the technical details.

Ernesto: Thank you for sharing that. Let’s move into our rapid-fire question round. Are you ready?

Jean: I think so!

Ernesto: First, what’s the last book you read?

Jean: Purple Cow by Seth Godin and Unfck Yourself*. Both were eye-opening in different ways, especially for staying productive and out of my own way.

Ernesto: Great reads. Next, what’s one thing Design Theory is focused on most right now?

Jean: Automation. We’re constantly looking for ways to save time for ourselves and our clients through better workflows and technology.

Ernesto: If there were no boundaries in technology, what’s one thing you’d fix as a marketer?

Jean: I’d duplicate myself! I’d love to be everywhere—more interviews, meeting clients in person, creating more content—without stretching myself too thin.

Ernesto: If you could automate one repetitive task, what would it be?

Jean: Simplifying meeting scheduling. I’d love a more seamless way to consolidate all communications into one system that feels personal and efficient.

Ernesto: Lastly, what advice would you give your younger self as a marketer?

Jean: Experiment often and early. Don’t let fear of failure or public perception hold you back. Testing new platforms, tools, and ideas is crucial for growth.

Ernesto: Fantastic advice. Before we wrap up, if someone forgets everything else from this interview, what’s the one thing they should remember about Design Theory?

Jean: We’re partners. Our goal is to grow with your business, not just take your money. A strong relationship with your marketing agency is key to long-term success.

Ernesto: Absolutely. For our listeners, you can check them out at jpdesigntheory.com. They bring clarity to businesses navigating digital marketing. Jean, thank you so much for joining us today, and thank you to our listeners for tuning in. Looking forward to the next episode of Pathmonk Presents!

Jean: Thank you, Ernesto.