Website Strategy and Digital Experience Consulting
NewBrains is a website strategy and digital experience consultancy based in Toronto, working with organizations across Canada and the U.S. to turn websites into growth engines.
NewBrains works with marketing, digital, ecommerce, and business leaders to improve the strategic and commercial role of their websites. The work connects business strategy, customer needs, content, user experience, technology, and conversion so that the website operates as part of a broader growth system.
Consulting engagements can range from focused website strategy and advisory work to complete website redesign and transformation programs. NewBrains can lead the strategy and experience work or collaborate with internal teams, agencies, designers, developers, and technology partners.
1. Website Strategy
NewBrains helps organizations define what their website needs to accomplish and how it should support broader business, marketing, customer, and commercial objectives.
Website strategy can include audience and customer research, analytics and conversion analysis, competitive assessment, customer journeys, the role of the website, information architecture, navigation, content strategy, taxonomy, measurement, and strategic roadmaps.
The objective is to establish a clear foundation for the website before major decisions about design, content, or technology are made.
2. Website Redesign and Transformation
NewBrains works with organizations planning website redesigns, replatforming initiatives, and larger digital transformation programs.
The work starts by understanding why the website needs to change, how customers currently use it, where the existing experience creates friction, and what role the new website needs to play in the business.
NewBrains can support the process from discovery and strategy through UX, content, design direction, implementation, quality assurance, launch, and optimization.
3. Ecommerce and Digital Experience
NewBrains helps organizations improve how customers discover, understand, evaluate, and purchase products and services online.
The work can include ecommerce strategy, customer journeys, navigation and product discovery, merchandising, product detail experiences, conversion strategy, campaign integration, content, and the relationship between digital experience and commercial performance.
For organizations that sell through multiple channels, NewBrains also examines how the website supports ecommerce, retail, lead generation, CRM, paid media, search, and other parts of the customer journey.
4. Content and Information Strategy
NewBrains helps organizations determine what information customers need, how that information should be organized, and how content can support both customer decisions and business objectives.
The work can include content strategy, information architecture, navigation, taxonomy, messaging, page-level content requirements, content systems, customer journeys, search, and the relationship between content and conversion.
NewBrains also considers how website information needs to work beyond the traditional website experience as search engines, large language models, and AI assistants increasingly retrieve and interpret website content.
5. AI and the Future of Websites
NewBrains helps organizations understand how artificial intelligence is changing website discovery, customer behaviour, content, ecommerce, and digital experience.
The work examines the practical implications of AI for website strategy, including AI search and discovery, content structure, large language models, emerging customer journeys, agentic experiences, and the role websites play as sources of information for both people and machines.
The objective is not to build an isolated AI strategy. It is to understand how changes in discovery and customer behavior should influence the broader website strategy.
How NewBrains Works
NewBrains uses a five-stage process that connects business strategy, customer needs, content, experience, and technology.
Discover
Understand the business, customers, category, and current website to identify the biggest opportunities and barriers to growth.
Define
Establish the role of the website and define the strategy, customer journeys, information architecture, content, and priorities that will shape the experience.
Design
Translate the strategy into the website experience, including UX, page structures, content, conversion flows, and design direction.
Develop
Work with internal teams and technology partners to turn the experience into a functioning website.
Deploy
Support quality assurance, launch, and optimization to ensure the experience works as intended.
NewBrains defines how the website needs to work before deciding how it needs to look. This creates a strategic foundation for design, content, technology, and implementation decisions.
Who NewBrains Works With
NewBrains works with organizations where the website plays an important role in customer acquisition, commerce, education, lead generation, brand experience, or customer decision-making.
The team’s experience spans consumer packaged goods, automotive, technology, retail, financial services, healthcare, public sector, nonprofit, and other complex digital environments.
NewBrains can work directly with marketing and digital leadership or as part of a broader team that includes internal product and technology teams, agencies, design partners, developers, and platform providers.
Selected Work
NewBrains contributors have led website strategy, ecommerce, digital experience, content, and conversion work for organizations across Canada and the United States.
Mazda Canada
Turning a Brand Website Into a Lead-Generation Engine
Repositioned Mazda.ca as a flagship brand and lead-generation platform, connecting product storytelling, customer journeys, Build and Price, CRM, and performance media into a broader growth system. The redesigned experience contributed to a 5X increase in leads, a 400% increase in page views, and an approximately 50% reduction in bounce rate.
Kruger Products
Creating a Scalable Platform for Campaigns, Commerce, and Retail
Built a unified digital ecosystem connecting Kruger’s corporate and product brands, campaign experiences, product education, retail pathways, and CRM. The work contributed to a 30% increase in dwell time and a 21% lift in campaign-driven newsletter signups.
Visit Kruger Corporate Website
The Ottawa Hospital
Creating a Better Digital Experience for Patients, Families, and Research
Redesigned The Ottawa Hospital and Ottawa Hospital Research Institute websites to make care and research information easier to find and act on. The new digital experience supported patients and families navigating care while creating clearer pathways for physicians, researchers, healthcare professionals, and prospective employees.
Visit The Ottawa Hospital Website
Visit The Ottawa Hospital Research Institute Website
Work With NewBrains
NewBrains provides website strategy, digital experience consulting, ecommerce strategy, content strategy, website transformation, and advisory services.
For consulting, advisory, speaking, or partnership inquiries, get in touch.
