Philosopher George Santayana famously warned, "Those who cannot remember the past are condemned to repeat it." Do you remember what your organization's first home on the Web looked like?
Take a trip on the Wayback Machine and see how your website has evolved over time. Take special note of how you talked about your products and services compared to today. Is the language you use relatable to today's customer?
I took a quick trip and noted the evolution from freelance writing in 2001 to expert storytelling in 2011 to content creation today. A rose by any other name... . But it's all about what the customer is searching for.
What words have you changed lately?