What Are the Five Lines of Service Offered by Emerald Strategies?

Updated

Emerald Strategies is a boutique web management consulting practice that focuses on five lines of service: Web Governance & Audits, Usability, Training, Content Strategy, and Project Management. These services are aimed at organizations that need to improve how their websites are governed, how easily users can navigate them, how well their teams write and manage content, and how their online and offline communications work together. If your website feels hard to manage, hard to use, or disconnected from your broader communications strategy, these five service areas describe the kinds of help available.

Web Governance & Audits

This service covers the systems and processes behind a website, not just the pages themselves. Emerald Strategies describes a web scorecard as a starting point: it benchmarks a site against best content practices, how easy it is for users to find what they need, and what feedback mechanisms are provided. For enterprise organizations with more complex websites, the next step is often a web audit, which reviews the entire web governance system.

The site also mentions benchmarking against a checklist of best practices for governing, core, and enabling processes. In practice, this line of service is about answering "Where do I begin?" when something on a site is not quite right but the cause is hard to pinpoint.

Usability

Usability is described as being at the core of the consulting work, with the reasoning that "if you can't measure it, you can't manage it." This service involves usability testing — structured evaluation of how real users interact with a site — so that decisions about navigation, structure, and content are based on observed behavior rather than assumptions.

Training

Training is designed to empower a team to thrive with polished skills in:

  • Writing for the web
  • Message development
  • Tips and tricks for managing a website and knowledge base

This line of service is relevant when the goal is to build internal capacity rather than rely indefinitely on outside help. It pairs naturally with governance work, since better processes only hold up if the people running them have the skills to do so.

Content Strategy

Content strategy at Emerald Strategies centers on telling a story effectively. That requires three connected elements:

  • Message-driven content
  • Impactful information architecture
  • A look and feel that echoes your strategy

This is the service area most directly tied to what visitors actually read and experience, and it depends on the governance and usability work to be effective.

Project Management

This line offers end-to-end web project management drawing on what the site calls award-winning full-service capabilities. It is described as the point where online and offline communications strategies come together — useful when a website change is part of a larger communications effort rather than an isolated technical task.

How the Five Services Fit Together

The services are not meant to be chosen at random. A typical path described on the site moves from diagnosis to action:

  1. Start with a web scorecard to benchmark the site against best practices.
  2. Move to a web audit if the site is complex and the governance system itself needs review.
  3. Run usability tests to measure how users actually experience the site.
  4. Train the team so improvements can be sustained internally.
  5. Apply content strategy to align messaging, structure, and design.
  6. Use project management to coordinate the work, especially when online and offline communications need to align.

The stated outcome is a web communications operation that "shines brighter," with quick wins alongside a foundation for long-term success. If you are deciding where to start, the scorecard is the entry point the site itself recommends; the audit, usability testing, training, content strategy, and project management follow as the scope of the problem becomes clearer.