Elevating M&A Websites Through Strategic Storytelling
Mergers and acquisitions (M&As) are more than just financial transactions—they’re company and culture transformations that impact employees, customers, and the broader sector. Communicating these changes requires the corporate communications trifecta of clarity, transparency, and engagement. A well-crafted digital strategy can make all the difference in shaping perceptions and ensuring a smooth transition.
That’s why we’re publishing a short series on the various creative aspects to consider within an M&A campaign. In the first article of our series, Fearless M&A: Mastering the Art of Video Announcements, we explored the importance of strategic communication in M&A rollouts and the strength of video as a means to that end. Today, we’re delving deeper into how businesses can use their website to tell a compelling story, reassure stakeholders, and maintain control of the narrative.
Transaction Websites as a Storytelling Hub
A company’s website is often the first place stakeholders go for information about an M&A transaction, and many companies create a dedicated microsite to organize the information their audience is looking for. Either way, it makes sense to optimize this key digital asset by treating it as a messaging hub with a balance of the aforementioned trifecta.
Throughout our many years of building transaction websites, we’ve learned what works. Here’s a section-by-section breakdown of the ideal M&A website and best practices:
Create a Single Source of Truth
A dedicated home or landing page should serve as the fact-check hub for all relevant updates. Clarity counts, so be sure content is easy to understand and find with streamlined navigation. In addition to text, consider adding a transaction timeline and infographics to simplify and illustrate complex ideas.Articulate the Vision
This is where the art of strategic storytelling matters most. By crafting a compelling narrative through the transaction website, businesses can harmonize internal and external stakeholders around a shared vision. Manage expectations early on, and you’ll mitigate potential crises before they arise.Strategize Audience Impact
To state the obvious, large pools of stakeholders experience M&As differently from one another. There is enormous value in ensuring your employees, customers, and partners feel seen and heard. So, make the most of your transaction site by offering clear, dedicated messaging and FAQs to each of these audiences.
Beyond static content, companies should leverage their websites as ongoing communication platforms by sharing consistent, transparent updates. These sites are great places to organize press releases, media coverage, and leadership comms. These forms of authority are helpful for all websites, but they’re crucial for M&A sites since showcasing validation strengthens credibility and trust. A transaction-specific blog is another great way to keep stakeholders informed and manage expectations.
We strongly recommend video on transaction sites because seeing and hearing directly from decision-makers humanizes the transition. Video is the most accessible and digestible way for companies to share and for audiences to consume information. Longer messages or interviews can also be edited into shorter clips for use on social channels. Speaking of which, keep your eye out for our next installment, where we’ll discuss how to get the most out of your social media accounts during an M&A transaction.
TL;DR Control the Narrative, Engage the Audience
Clear and compelling communication is non-negotiable in the fast-paced world of M&A transactions. A strong digital strategy anchored by a well-structured website ensures businesses don’t merely announce a deal. Instead, they tell a story that inspires confidence, trust, and excitement for the future. By leveraging these strategies, companies can master the art of M&A communication, creating a transition that is understood and embraced.
Looking for support with your next transaction? Reach out and say [email protected].