I had an underperformer in my company that I needed to fire: the sales department. And by "the sales department" I mean the website, because we don’t have a sales team or anyone working on commission. (But that’s a whole other thing you can read about over there.)
In a small professional services company like mine, the website is both a welcome mat and a "Beware of Dog" sign. Its job is to ensure that people we want to speak with feel warmly welcomed, while simultaneously making other people suddenly want to go somewhere else.
But our website was failing. Website was trapped in a 20th Century job definition -- which is functionally the same role as a receptionist in a busy physician’s office -- sit there, look nice, and please don’t say anything offensive or embarrassing.