About

Clarity and direction for complex digital challenges

I’m Reena O’Neill, an independent digital and website strategist with more than 25 years’ experience helping universities, charities and public-sector organisations make confident decisions and improve complex digital estates.

I help organisations step back from day-to-day activity, understand the real problem and agree a practical way forward.

Sometimes that means deciding what their digital communications should prioritise. Sometimes it means restructuring a large website, understanding audience needs, establishing content governance or supporting a major migration. The common thread is complexity: too much content, too many competing demands and not enough clarity about what matters most.

I bring structure, calm and independent thinking to that complexity.

Experience that connects strategy with delivery

My experience spans digital strategy, website transformation, content design, information architecture, user research and governance.

I have worked with large, distributed organisations where different teams have their own needs, priorities and ways of working. I understand that a good recommendation must do more than look convincing on paper. It needs to make sense to leadership, work for audiences and be realistic for the people responsible for delivering it.

I can help you:

• understand the bigger picture and identify the real problem;

• bring stakeholders together around shared priorities;

• turn user and organisational needs into a clear direction;

• create practical structures, roadmaps and governance arrangements;

• connect strategic decisions with implementation;

• give internal teams and external suppliers something clear to work from.

Because I am independent, my recommendations are based on what your organisation needs—not on selling you a particular platform, build or ongoing service.

What it is like to work with me

• Calm and structured: Complex projects do not need more noise. I create a clear process, explain what is happening and help people work through difficult decisions without unnecessary drama.

• Collaborative: I work as part of your team, listening to different perspectives and building the agreement needed to move forward.

• Strategic: I connect individual decisions to organisational goals, audience needs and the wider digital picture.

• Practical: I produce realistic recommendations that can be implemented by your team, used to brief an agency or developed into a larger programme of work.

The organisations I work with

I work primarily with universities, research organisations, charities, NGOs and public-sector teams.

My projects have ranged from short strategic reviews to major website transformations involving multiple departments, large volumes of content and complex stakeholder groups.

Whatever the scale, my aim is the same: to leave your organisation with greater clarity, stronger foundations and the confidence to make better decisions after my involvement has ended.

View project examples →
Read client testimonials →
Reena’s LinkedIn Profile →

Work with me

You may already know exactly what support you need, or simply know that something is not working as well as it should.

Tell me what is prompting the conversation and what you are trying to decide. I will help you identify the most useful place to start.