When Floating Voices came to us to expand their site, the brief had two goals that don't naturally sit together: raise money for a new project, and prove the organisation is worth trusting with that money.
The Barge Build page exists to do one thing: get people to fund a specific, concrete goal. It lays out what they're trying to achieve and what it costs. Everything on that page is built to move someone from "interested" to "committed."
The Programmes page exists to do something different: show that Floating Voices already delivers. It pulls together video from their programmes running since 2022, giving people a direct look at what the organisation has actually done, not just what they say they do.
The easy option would have been to combine these into one page. A "here's who we are and here's what we need" catch-all. We didn't do that, because the two pages are talking to people at different points in the decision.
Someone landing on the site cold needs proof before they need an ask. They want to see the track record first. That's what the Programmes page is for, and video does that job better than copy could. Watching a programme run is more convincing than reading a description of one.
Someone who's already convinced doesn't need more proof. They need a clear, specific reason to act now. That's the Barge Build page. No distraction, no backstory, just the goal and the cost.
Putting both jobs on one page usually means neither one gets done properly. The credibility content dilutes the urgency of the ask, and the ask makes the credibility content feel like a sales pitch instead of evidence. Separating them let each page do its actual job without competing with the other.
It's a small structural decision, but it's the kind of thing that matters more than most people think when a site has to do more than one thing at once.
Check out Floating Voices at www.floatingvoices.ie