International Society for Microbial Ecology
MEMORANDUM

TO:         Alan Winston, webmaster, microbes.org
FROM:     Bo Bayles
DATE:     25 May, 2005
SUBJECT:     ISME Web Site Image Projection

As requested, I studied the ISME organization's web site to determine the image it projects to visitors. In summary, I found that most of the site projects a credible, professional image, but there are a few areas that need improvement.

Site Construction and Appearance

A web site's appearance goes a long way toward enhancing its credibility. A professional organization should have a professional-looking site, not one that looks like it was hastily put together by a teenager. Some important aspects of a professional site include: 1) links to pages on and off the site should be descriptive and point to the correct URLs, 2) pages should be accessible to many types of readers, and 3) pages' coding should be correct and conform to applicable standards. Microbes.org exhibits both positive and negative characteristics in these categories:

• Positive
  • The site's overall appearance is attractive. The color scheme is neither irritating nor distracting, and does not inhibit readability for normal readers (see the note on accessibility below).
  • The navigation menu on the left side of the pages is both useful and usable. The links are both descriptive and easy to click on – they are highlighted when the cursor points to them. The links correspond correctly to the pages on the site map.
  • The site's pages use proper grammar, punctuation, and spelling. This reflects well on the site's authors and organization.
• Negative
  • Although they rendered correctly when I studied them, Microbes.org's pages do not conform to web coding standards. This means that users viewing the pages on non-standard browsers may not be able to view the site correctly, and that any future update to standard browsers could make the site unusable. Web site coding standards are established by the World Wide Web Consortium, and are well-documented at http://www.w3schools.com.  Professional organizations' web sites conform to coding standards so their pages are viewable to as many users as possible – ISME's should too; users who are unable view the site cannot become members or purchase subscriptions.
  • The use of red headings and green links on the site can be a problem for colorblind viewers. Up to 10% of males have some form of colorblindness, so the headings lose meaning for them. Again, a user won't purchase a subscription from or join ISME if the site in inaccessible.
  • The background image used on the pages of the site does not scale well for users with larger-than-normal monitor resolutions. This makes the site appear awkward to these users. This can be fixed using the resources at the World Wide Web Consortium URL I provided above.
  • The link to “Microbial Biodiversity Working Group” on the “Volunteer Activities” page leads to a 404 Not Found error, which reflects poorly on the site. Links should be descriptive and point to the correct pages.

Reputability

For ISME to be taken seriously by Internet readers, its best characteristics should be emphasized and well-supported. I suggest the following improvements:

• If ISME wants to project a credible image, its web page should feature its most prestigious members more prominently, and note their credentials.
• The “Letter From the President” link on the front page is from Staffan Kjelleberg. A quick web search shows that he is indeed an authority on microbial ecology. This link should be more towards the top of the front page, and might be more effective if it said “Letter from ISME President Staffan Kjelleberg.”
• The link next to the Letter From the President, about ISME member Dr. Alexandra Z. Worden's recent award, should also be placed more prominently on the page.
• The “International Board” and “Ambassadors” pages give information on ISME members, but do not explain their credentials. These pages give the names of the universities at which ISME members work, but not information on their degrees, experience, or achievements.
• ISME should cite appropriate research in the information its web page presents.
• The section on Lab Information is very good. It gives lots of details about the ISME Lab in Switzerland, uses headers, layouts, and graphics effectively, and provides a number of sources and links to more information.
• The section “Topics In Biodiversity” provides good information and layout, but does not list any sources or outside links to more information. Although some of the presented information is obvious, supporting links can help support credibility.
• The ISME web page should look like a professional society's headquarters, not just a place to make a sales pitch. The first prominent link on the site is an invitation to buy a subscription, not information on what the organization does or who its members are.
• The “ISME Forum” links throughout the site point to a message board from a free message board service, much like those used by amateur entertainment sites. It is not ISME's server, and seems not to have had much activity in recent months. This makes it seem unprofessional – if it can't be improved, the links to it should be removed from the site.

I also recommend some additions to the ISME site. One area in which the site seems to be lacking is links to research. For a site for representing a microbial ecology society, it contains surprisingly little information on microbial ecology. The site's image could be enhanced by featuring information written by ISME members. This information could be cited well and explain the limitations of the research, which would help users take the organization more seriously.

Conclusions

The ISME web site already has many elements that project a professional image. Its contents, structure, and appearance are all good (for most users). The site can better reflect ISME's professional status and attitude by 1) improving page construction and accessibility, 2) including more information about ISME's members, and 3) making changes that better reflect ISME's purpose.