One standard to rule them all:
A content style guide.

When I joined the web team at Wellhub (formerly Gympass), our website had a voice problem. Capitalization drifted page to page. Grammar choices contradicted each other. There was no consistent sense of personality.
 

The copy itself needed work, but we couldn't fix it one page at a time. Without shared rules, every improvement was just one writer's opinion. We needed to build the foundation before we could write the kind of copy we actually wanted.