Web Page for FishEye Collaborative (scientific nonprofit)
Client: FishEye Collaborative
FishEye Collaborative is a U.S.-based nonprofit advancing marine conservation through bioacoustics and underwater imaging. In partnership with institutions like Cornell University, the Smithsonian, and Aalto University, they use cutting-edge audio and video tools to study underwater ecosystems and inform marine policy.
Challenge:
FishEye needed homepage messaging that could communicate the value of its research in clear, compelling terms. Their work is complex and technical (using underwater sound to monitor ecosystem health) but they wanted to reach a broad public audience, build interest, and encourage newsletter sign-ups ahead of an upcoming major research release.
They asked me to:
- Write homepage copy that simplifies complex science without dumbing it down
- Introduce the organization’s mission in a way that connects emotionally and intellectually
- Encourage ongoing engagement without pushing for donations or using hype
Solution:
I worked closely with the team to define a brand voice that feels credible, thoughtful, and mission-driven. The homepage opens with a clear and curiosity-driven hook:
What If We Could Help Marine Conservation by Listening to Fish?
This is followed by a direct subheading that grounds the vision in present-day breakthroughs.
This structure immediately establishes what makes FishEye different, what they’re doing right now, and why it matters—without asking the reader to interpret technical language.
To maintain momentum after the hook, I opened with a mission statement that shifts the focus to decision-makers and practical outcomes, not just research. This reinforces FishEye’s value to policymakers and funders (“We are developing better tools and techniques for decision-makers to manage critical natural resources…”)
Next, I introduced the technology—passive acoustic monitoring (PAM)—in plain language, linking it directly to conservation goals like identifying biodiversity hotspots and fish abundance. The phrasing avoids jargon but respects the reader’s intelligence.
Further down, a sharp stat creates urgency: ““Until recently, scientists had documented fewer than 5% of fish sounds…”
This gives the reader a clear problem to care about. I followed with a confident but modest claim of progress: “We have begun building an open species ID library…”
The tone stays measured, purposeful, and reader-friendly—encouraging curiosity without overpromising, and guiding the visitor toward the next step: subscribing.
Web development: Will Palmer