WEB DESIGN AGENCY
Toronto's Web Design Agency for Businesses That Want Results.
Custom web design and development. Built to convert.
Outlier is a Toronto web design agency and web development company — custom web design, conversion optimisation, and web development for Canadian businesses that need a website that actually works. No templates. No page builders. Every project is built from scratch for your business, your audience, and your conversion goals.
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+28% CVR
< 2s Load
100 Score
Lighthouse Score
100
Senior
Web design team
320+
Custom websites delivered
+28%
Avg. conversion rate lift
100
Avg. Lighthouse performance score
A custom website from a Toronto web design agency outperforms any template — always.
Template websites built on Squarespace, Wix, or generic WordPress themes are designed to work generically for any business. A custom website designed by a Toronto web design agency is built specifically for your business, your customers, and your conversion objectives. The difference shows up immediately: in load times, in conversion rates, in SEO performance, and in the credibility signal your brand sends to every visitor who lands on the page.
As a Toronto web design and web development company, Outlier builds every site with a primary conversion goal from day one. Every layout decision, headline, and call-to-action is tied to a measurable business outcome. We treat your website like the best-performing member of your sales team — because that's exactly what a well-built custom website should be.
Senior
Web design team
320+
Custom websites delivered
+28%
Avg. conversion rate lift
100
Avg. Lighthouse performance score
Design that earns its place in the P&L.
Most web design projects are measured by whether the client likes how it looks at the final presentation. We measure ours differently: by what happens to your conversion rate, your lead volume, and your cost per acquisition in the 90 days after launch. That accountability changes how we work from the first discovery call.
We've redesigned over 320 websites across 24 industries. The businesses that see the biggest returns are the ones that let us run a structured CRO programme alongside the new design — because a great design and a testing culture compound each other. Conversion rate lifts of 20–50% in the first quarter are not unusual. They are the expectation we set with every client.
Every service under one roof.
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Bespoke design systems built for your brand.
From brand identity to full UI/UX design systems. We research your competitors, your customers, and your market before a single frame is drawn. The result is a design that is distinctively yours and provably better than what you had before. We build in Figma with a full component library so your team can extend it independently.
Active coverage area
Bespoke design systems built for your brand.
View
1/5
Intent
Buyer need
Proof
Trust signal
Action
Lead path
Full brand audit and competitive positioning
Wireframes and high-fidelity Figma prototypes
Custom component library for your team
Not sure where to start?
Talk to our teamBuilt for performance at every layer.
Custom UI/UX Design
No templates. Every interface is designed from research, tailored to your brand and conversion goals. We don't touch page builders.
Core Web Vitals Optimisation
We build to pass Google's performance standards — LCP under 2.5s, zero CLS, FID under 100ms — from the first commit, not as a retrofit.
Conversion Architecture
Every layout decision is tied to a conversion goal. We wire up heatmaps and analytics on day one and let data drive every iteration.
Mobile-First Development
Designed mobile-first, then scaled up. Not the other way around. Over 65% of your visitors are on mobile — we design for them first.
Clean, Documented Code
Full documentation and handoff to your team. No black boxes. No lock-in. Your devs can pick up where we leave off without a week of archaeology.
A/B Testing Infrastructure
Hypothesis backlog, testing tools configured, and a clear measurement framework from launch. We don't just set it up — we run it with you.
Design System Creation
A component library your team can maintain and extend without coming back to us for every change. Figma + code, fully in sync.
UX Research & Audit
We study your users — heatmaps, session recordings, analytics deep-dives — before designing a single component. No assumption-based design.
Post-Launch Iteration
We monitor your site for 60 days post-launch and deliver a data-driven improvement report. Iteration is included in scope, not billed separately.
The platforms we build on.
We're platform-agnostic but opinionated. Every platform recommendation is made after understanding your business model, your team's capability, and your growth plans — not because it's easiest for us.
React / Next.js
Enterprise-gradeFor high-traffic marketing sites, SaaS platforms, and businesses that need custom functionality. Next.js gives you server-side rendering, edge performance, and the flexibility to build anything — paired with a headless CMS of your choice.
Webflow
No-code CMSThe best platform for marketing teams that need to move fast without a developer on call. We build the design system, your team edits content. Webflow's visual editor is the most capable no-code tool available for marketing sites.
Shopify
eCommerceOur preferred platform for DTC and B2C eCommerce brands. Shopify's ecosystem, payment infrastructure, and app library make it the most scalable eCommerce choice for most businesses under $50M in annual revenue.
WordPress
43% of the webThe right choice when you need a large content library, complex SEO requirements, or a deep plugin ecosystem. We build custom themes — no off-the-shelf templates, no Elementor, no Divi. Clean PHP and block-editor compatible.
WooCommerce
WordPress eCommFor businesses that need deep WordPress integration with eCommerce functionality. Ideal when you have an existing WordPress content estate and want to add a store without migrating platforms. We customise every aspect of the purchase path.
Headless CMS
Contentful / SanityFor enterprise clients who need content managed centrally and delivered across multiple channels — web, mobile, email, and third-party integrations. We architect the content model, build the front end, and train your editorial team.
Proven outcomes.
+160%
Demo requests
4.7%
Site CVR
Nova FinTech
Full redesign of a B2B SaaS platform using Next.js. The new conversion architecture increased demo requests by 160% and pushed site CVR from 1.8% to 4.7% in 90 days post-launch.
+160%
Demo requests
4.7%
Site CVR
+247%
Appointments
0%
Ranking loss
Prime Realty Group
Complete site redesign with zero SEO authority loss. Full URL mapping and 301 architecture preserved every ranking. Seller appointment bookings up 247% in 6 months.
+247%
Appointments
0%
Ranking loss
7.2x
ROAS
+38%
AOV
Coastal Collective
Shopify redesign with a concurrent CRO programme. Checkout completion improved by 31%. ROAS improved from 2.1x to 7.2x within two quarters of the new site going live.
7.2x
ROAS
+38%
AOV
Our Strategic Process
Deep-dive into your business, users, and competitive landscape.
We run a structured discovery process before anything is designed or built. This includes stakeholder interviews to understand your business objectives, a full analytics audit to identify where your current site is losing money, competitive analysis of your top five digital rivals, and a technical audit of your current infrastructure. We document everything in a discovery report that becomes the foundation for every decision we make. Nothing moves forward until the discovery is signed off.
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Answers, before you ask.
The most common questions we hear about services, process, timelines, and fit — answered plainly.
For most projects — a 10 to 15 page marketing site with a design system and standard CMS — we deliver in 2 to 4 weeks from discovery sign-off to launch. Larger eCommerce builds, custom functionality, or sites requiring deeper integrations are scoped separately, but we still prioritise fast staged launches instead of dragging projects out for months.
Industry perspectives.
Practical guides and data-backed insights from our senior team.
Web Design
Why Your Website's Conversion Rate Is Probably Half What It Should Be
Why Your Website's Conversion Rate Is Probably Half What It Should Be
The average B2B website converts at 2.3%. The top quartile converts at 6.1%. The gap is not about budget or design talent — it's about whether conversion architecture is treated as a first principle or a final polish. We analysed 140 client sites before and after redesign and found the same five structural problems over and over.
CRO
The Redesign Mistakes That Kill SEO Authority — And How to Avoid Every One
The Redesign Mistakes That Kill SEO Authority — And How to Avoid Every One
Thousands of businesses wipe out years of organic traffic every time they launch a new website. The culprit is almost always the same: 301 redirects that weren't mapped, URLs that changed without a migration plan, or canonicals that pointed at the staging domain. We've fixed dozens of these situations. Here's the complete checklist we use on every redesign.
Performance
Core Web Vitals in 2026: What the Scores Actually Mean for Your Business
Core Web Vitals in 2026: What the Scores Actually Mean for Your Business
Google's Core Web Vitals update changed how search ranking works. But most of the guidance online treats Web Vitals as a technical checkbox rather than a revenue driver. We looked at 90 client sites and correlated Lighthouse scores with conversion rates. The relationship is stronger than most people think — and it starts long before you hit the performance threshold.
Let's build something that
compounds over time.
One senior team. Every channel. No hand-offs. Book a Free Call and we'll review your current setup before we speak.