Different facts about your business go stale at different speeds. Pricing moves fast. A certification moves slowly, then expires all at once. Nobody keeps all of it in their head accurately for long, which is why most businesses only find the stale fact when a customer points it out.
This is a working checklist, not a philosophy. Eight facts, how often to look at each one, and why it matters if you do not. Print it, put it on a recurring calendar reminder, or hand it to whoever owns marketing. It works with or without any tool, and none of it requires new software to start. It requires deciding these eight things get looked at on a schedule instead of whenever someone happens to notice.
The checklist
Services you actually offer
The easiest fact to let drift. You quietly stop doing something and forget to remove it from the website, the sales sheet, and the pitch.
Check quarterly
Pricing and starting rates
Nothing undercuts a proposal faster than a customer who already saw a different number on your site.
Check after any rate change
Team and roles
A proposal naming someone who left six months ago reads as careless, even when everything else is right.
Check when someone joins or leaves
Case studies and named results
Keep the newest, most defensible proof in rotation, and retire anything tied to a client who left unhappy.
Check after every major engagement ends
Certifications, licenses, and registrations
A lapsed certification listed as current is a credibility risk, not just a stale fact.
Check annually, before renewal deadlines
Service area or delivery footprint
Promising coverage you no longer provide is the fastest way to lose a first call before it starts.
Check when you expand or pull back
Differentiators
What made you different two years ago may now be standard across the market. Re-check that it still holds.
Check twice a year
Contact and intake path
A dead inbox or an unanswered form is the most expensive stale fact a business can have.
Check quarterly
What it costs to skip this
The cost rarely shows up as an obvious mistake. It shows up as a slightly worse close rate that nobody can trace back to a cause. A prospect reads a price on your site that is wrong by a few hundred dollars, says nothing, and just quietly assumes the rest of your materials are equally unreliable. A referral partner hands your old capability statement to a client who asks about a service you stopped offering two years ago, and the partner looks uninformed instead of you. None of it feels like an emergency in the moment. All of it adds up to a business that seems slightly less careful than the work actually is.
How often is often enough
Two rhythms cover almost everything. A quarterly pass catches the facts that drift slowly: services, pricing, differentiators, your intake path. A trigger-based check catches the facts that change suddenly: someone joins or leaves, a client relationship ends, a certification renews. Set a recurring quarterly reminder, and treat the trigger events as their own prompt to check the related fact immediately, not at the next scheduled review.
The businesses that keep this current without much effort are not the ones with more discipline. They are the ones where checking is cheap: one place to look, one place to fix, and a clear signal for what has not been looked at recently.
Who should own the checklist
Assign it to one person, even in a small company. Shared ownership of a recurring task tends to mean nobody actually does it, because everyone assumes someone else has it covered. It does not need to be a senior role. It needs to be someone who will actually put the quarterly reminder on their calendar and work through the eight items when it fires, and who knows to raise a hand the moment a trigger event happens instead of waiting for the next scheduled pass.
Where Frontsheet fits
Frontsheet turns this checklist into something the software watches instead of something you have to remember. Every confirmed fact carries a status: current, or needing review. Reread your website on request, and anything that changed on the page gets flagged for you to check rather than silently overwritten. Confirm a change once, and every sales sheet, capability statement, or page built from that fact either updates or shows a plain needs-refresh flag, so the gap between what changed and what your materials say never gets the chance to grow quietly.