The document discusses how institutions can create a seamless and integrated web experience for students, alumni, and other users through the strategic use of portals and websites. It provides examples of how Gettysburg College has implemented a portal connected to customer relationship management (CRM) functionality to offer personalized experiences. The portal allows prospective students, current students, alumni, and others to access services, update profiles, search directories, register for events, and more from a single personalized account. The document also addresses challenges in developing such an integrated system and next steps to expand its use.