Plan the telling
Decide together — seller and buyer — who is told what and when. Long-serving staff should hear it in a room, from you, before it reaches a group chat.
The message people actually want is short: your job, your terms and your manager are unchanged, and here is who to ask questions.
Put protection in the contract
Employment terms transfer by law in most UK deals, but you can go further: agree a commitment on the site, on the brand, on no redundancies for a defined period, or on continuing an apprenticeship scheme.
If a buyer will not put a commitment in writing, treat that as the answer to the question.
Customers notice tone before terms
Ring your largest accounts personally before they hear it elsewhere. Introduce the new owner as a continuation, not a replacement.
Keeping the same phone number, the same account manager and the same invoice format for the first year does more for retention than any announcement.