What Iron Will Outfitters changed

• Removed the headline "NEW SLR BROADHEADS."
• Removed the claim "THE MOST ACCURATE BROADHEADS WE'VE EVER ENGINEERED."
• Added a new top-level slogan: "AS RELIABLE AS SCIENCE ALLOWS."

The removal of the "NEW SLR BROADHEADS" headline and its specific accuracy claim suggests a shift in product focus. They are now leading with a broader message about scientific reliability rather than a specific new product line.

• Added a new headline for "NEW SLR BROADHEADS."
• Updated the primary value proposition to "The most accurate broadheads we've ever engineered."
• Replaced the tagline "As reliable as science allows" with the new accuracy-focused claim.
• Changed the mid-page slogan from "Dependable. Just Like the Hunters Carrying Them" to "Tough, Smooth, and Reliable. Your Taxidermist Will Thank You."

The competitor is introducing a new flagship product line marketed as their most accurate design yet. They are also shifting their messaging from "science-based reliability" to "accuracy" and "results" (taxidermy).

• Removed the headline "NEW SLR BROADHEADS."
• Replaced the claim "THE MOST ACCURATE BROADHEADS WE'VE EVER ENGINEERED" with "AS RELIABLE AS SCIENCE ALLOWS."
• Updated the tagline "Tough, Smooth, and Reliable. Your Taxidermist Will Thank You" to "Dependable. Just Like the Hunters Carrying Them."

The competitor has removed the "NEW" status and specific accuracy claims for their SLR broadheads, shifting the focus toward reliability and scientific backing. This suggests a change in how they want to position their top-tier gear to serious hunters.