Cotton Incorporated launched a B2B website, CottonWorks.com, to encourage purchase intent and cotton usage across a variety of industries and product lines. Years later, as the landscape had changed and organizational priorities shifted, the site was showing signs of aging and traffic was trending downward. ​

After Padilla inherited the website, we took a deep dive into user research (involving six audience segments) and more than 900 pages of data. We needed to understand how the industry had evolved since the initial site launch and the steps we could take to reaffirm cotton's place with its users, while improving the website's overall trajectory. ​

Findings were illuminating. The CottonWorks website was supporting an entirely different purpose for its users than the one it originally intended, and the primary user was not its target audience, creating misalignment between the site's UX and content strategy and the desired outcome.