Local Government Reorganisation can feel daunting, especially when it involves merging multiple councils, services and websites into one new unitary authority. Having been through this process at Somerset Council, we know how valuable it can be to learn from others who have already made the transition.
Recently, we were contacted by the Lead Content Designer at Suffolk County Council, who is researching how different local authorities approached Local Government Reorganisation from a digital and content perspective. Suffolk is preparing for significant change: six county, district and borough councils will become one or three unitary councils by May 2028.
Andy was particularly interested in how we approached Content Strategy and how we consolidated five separate council websites into a single Somerset Council website. We were very happy to share our experience.
Our Local Government Reorganisation context
Somerset Council became a unitary authority in April 2023. This meant bringing together services from five councils and, from a digital point of view, merging five public‑facing websites into one.
From the start, we knew content would play a critical role. For residents, the website is often the main way they interact with the council. During Local Government Reorganisation, confusion and uncertainty are already high, so clear, consistent and reliable online information is essential.
Our focus was not just on moving content, but on improving it.
Taking a content‑first approach
Our approach to website consolidation was guided by a clear content strategy. Rather than simply migrating pages from old sites to a new one, we asked some fundamental questions:
- What do residents actually need to do on our website?
- Which services are essential from day one?
- Where do we have duplication, outdated information or content written from an organisational point of view rather than a user point of view?
This helped us move away from thinking in terms of “old council pages” and towards thinking in terms of resident needs and tasks.
Prioritising what mattered most
With five websites’ worth of content, prioritisation was essential. We focused first on:
- High‑traffic pages
- Statutory services
- Services that support vulnerable people
- Time‑critical tasks, such as waste, council tax and adult social care
Some content, including non‑essential microsites, was either merged into the main website or retired altogether. This was not always easy, but it was necessary to avoid carrying forward unnecessary complexity into the new council.
Consolidating multiple websites into one
Bringing multiple websites together was as much a cultural change as a technical one. Different councils had different writing styles, structures and governance models.
To manage this, we:
- Agreed common content principles and writing standards
- Established clear content governance, including who could publish what
- Used evidence such as analytics and search data to guide decisions
- Focused on creating a single, consistent voice for Somerset Council
Where similar services existed across councils, we compared content and kept the clearest, most user‑focused version – rather than trying to blend everything together.
Preparing for Vesting Day
Before Vesting Day, we produced a Vesting Day Content Strategy. This set out:
- What content had to be live on day one
- What could follow later
- How we would manage risk and content gaps
- How we would support services through the transition
This document proved invaluable, as it gave clarity at a time when many things were still changing.
Sharing what we learned
In response to Suffolk County Council’s request, we shared:
- A document previously created for a similar request from Chelmsford Council
- Our Vesting Day Content Strategy
- Our current Somerset Council Content Strategy, published in our Content Playbook
We also met with colleagues at Suffolk County Council to talk through our experience in more detail and answer questions.
These conversations are always two‑way. While we shared what worked for us, we also learned from Suffolk’s approach and challenges.
Why knowledge sharing matters
Local Government Reorganisation is complex, but councils across the country are facing similar challenges. Sharing documentation, lessons learned and honest reflections helps reduce duplication of effort and improves outcomes for residents.
We benefited greatly from speaking to other councils during our own journey. Being able to return that support now feels important.
Read the Suffolk County Council Insight Report which shows everything that was learnt from their research including our recommendations.
