Website Strategy and Digital Experience Consulting
New Brains is a digital experience consultancy focused on helping organizations turn websites into growth engines.
New Brains 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. New Brains can lead the strategy and experience work or collaborate with internal teams, agencies, designers, developers, and technology partners.
1. Website Strategy
New Brains 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
New Brains 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.
New Brains can support the process from discovery and strategy through UX, content, design direction, implementation, quality assurance, launch, and optimization.
3. Ecommerce and Digital Experience
New Brains 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, New Brains 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
New Brains 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.
New Brains 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
New Brains helps organizations understand how artificial intelligence is changing website discovery, customer behavior, 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 New Brains Works
New Brains 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.
New Brains 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 New Brains Works With
New Brains 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.
New Brains 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
New Brains 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
Work With New Brains
New Brains 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.
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