Higher education is under unprecedented pressure. With the enrollment cliff here, institutions are forced to adapt to reduce costs while maintaining program quality. Recent closure announcements — like Hampshire College and Anna Maria College planning for 2026 — only add to the uncertainty.
Some institutions, however, are choosing a different path: mergers. Done right, mergers expand capacity, strengthen market position, and create long-term stability.
But they also introduce massive complexity — especially when it comes to your digital infrastructure.
Where Website Mergers Get Complicated
When two institutions merge, decisions need to happen quickly across every area: programs, staffing, branding, admissions, and more. The website sits at the center of it all.
In our experience supporting higher ed clients through mergers, we’ve seen a few common scenarios:
- Large + small institution: The smaller school’s content is often absorbed into the larger university’s presence, with selective migration based on relevance.
- Peer mergers: When similarly sized institutions combine (like Thomas Jefferson University and Philadelphia University, or Saint Joseph’s and University of the Sciences), the effort is significantly more complex, requiring deeper integration across systems, content, and structure.
No matter the scenario, the website becomes one of the most visible — and urgent — parts of the merger. We’ve seen this before. Your situation isn’t unique — it’s just overwhelming from the inside.
What We’ve Learned About Website Mergers
1. Get Comfortable with Uncertainty
Most decisions will feel like a chicken-and-egg problem. You’ll be asked to move forward without complete information, while leadership is still finalizing broader plans.
At the same time, your team is navigating real uncertainty about their roles. Websites are political and stressful, and that human element matters.
What helps:
- Move forward in small, manageable steps.
- Document decisions as they evolve.
- Meet regularly across teams and vendors.
- Communicate clearly and with empathy.
2. Align on the End Goal Early
Before jumping into migration, you need clarity on a few key questions:
- Will branding or messaging change?
- Which programs are staying?
- How will campuses be positioned?
- What’s changing in admissions (pricing, systems, CRM)?
- What systems and tools will remain?
You won’t have all the answers — but getting alignment on what is known will prevent rework later.
The Website Merger Process (At a High Level)
Every merger is different, but building a solid foundation generally follows a similar path:
Strategy and Discovery
Before we build anything, we understand what we’re building on. Gather what’s known, identify gaps, and make early decisions about systems, content, and priorities:
- Audit both websites.
- Evaluate tech stacks (CMS, APIs, integrations).
- Plan for SEO and marketing continuity.
Content Preparation
This is where the real work begins:
- Build a migration plan to define what moves, what changes, and what gets cut.
- .Prepare and consolidate content.
- Make necessary UX or structural updates to support the merged experience.
Migration and Launch Prep
This phase moves fast — no matter how much time you think you have.
- Plan for a content freeze (to avoid double entry).
- Execute migrations (manual and scripted).
- Conduct thorough QA.
Soft Launch → Launch
Give stakeholders time to review — but set expectations. This is about catching critical issues, not reopening strategy decisions.
After the Launch: What Comes Next?
Once the site is live, take a step back — but not for long. We believe launch is the starting line, not the finish line.
- Monitor performance (analytics, SEO, AEO).
- Establish governance (who owns content, when it’s retired).
- Identify opportunities for future improvements.
Need Support?
Website mergers are complex, fast-moving, and often under-resourced. Having a partner who treats your mission like it’s theirs makes all the difference.
Whether you need strategic guidance to navigate political minefields or extra hands to build out your new digital foundations, we can help. Let’s figure this out together!
About Sarah Ailes
Sarah is a connector, strategist, and longtime champion of building things that work for people. As Executive Vice President (EVP), she leads business development and account strategy—ensuring that client relationships are rooted in trust, collaboration, and clear communication.
Posted on May 18, 2026 by Sarah Ailes in Commentary
Higher education is under unprecedented pressure. With the enrollment cliff here, institutions are forced to adapt to reduce costs while maintaining program quality. Recent closure announcements — like Hampshire College and Anna Maria College planning for 2026 — only add to the uncertainty.
Some institutions, however, are choosing a different path: mergers. Done right, mergers expand capacity, strengthen market position, and create long-term stability.
But they also introduce massive complexity — especially when it comes to your digital infrastructure.
Where Website Mergers Get Complicated
When two institutions merge, decisions need to happen quickly across every area: programs, staffing, branding, admissions, and more. The website sits at the center of it all.
In our experience supporting higher ed clients through mergers, we’ve seen a few common scenarios:
No matter the scenario, the website becomes one of the most visible — and urgent — parts of the merger. We’ve seen this before. Your situation isn’t unique — it’s just overwhelming from the inside.
What We’ve Learned About Website Mergers
1. Get Comfortable with Uncertainty
Most decisions will feel like a chicken-and-egg problem. You’ll be asked to move forward without complete information, while leadership is still finalizing broader plans.
At the same time, your team is navigating real uncertainty about their roles. Websites are political and stressful, and that human element matters.
What helps:
2. Align on the End Goal Early
Before jumping into migration, you need clarity on a few key questions:
You won’t have all the answers — but getting alignment on what is known will prevent rework later.
The Website Merger Process (At a High Level)
Every merger is different, but building a solid foundation generally follows a similar path:
Strategy and Discovery
Before we build anything, we understand what we’re building on. Gather what’s known, identify gaps, and make early decisions about systems, content, and priorities:
Content Preparation
This is where the real work begins:
Migration and Launch Prep
This phase moves fast — no matter how much time you think you have.
Soft Launch → Launch
Give stakeholders time to review — but set expectations. This is about catching critical issues, not reopening strategy decisions.
After the Launch: What Comes Next?
Once the site is live, take a step back — but not for long. We believe launch is the starting line, not the finish line.
Need Support?
Website mergers are complex, fast-moving, and often under-resourced. Having a partner who treats your mission like it’s theirs makes all the difference.
Whether you need strategic guidance to navigate political minefields or extra hands to build out your new digital foundations, we can help. Let’s figure this out together!
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About Sarah Ailes
Sarah is a connector, strategist, and longtime champion of building things that work for people. As Executive Vice President (EVP), she leads business development and account strategy—ensuring that client relationships are rooted in trust, collaboration, and clear communication.
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