Marc J. Kuchner
Have you ever wondered what your colleagues think of your website? I have. I know from experience that our colleagues judge us partly by our presence on the Web. Hiring committees often search online to learn more about job candidates, and review panels use our sites to help decide whether to fund us.
I did an experiment to learn more about what our colleagues look for in a website. I organize a Facebook group called “Marketing for Scientists,” where scientists, engineers, and other interested professionals discuss issues related to science communication, science advocacy and careers. I suggested that we take turns critiquing each other's websites. Altogether, 26 colleagues volunteered.
I asked each volunteer to review three URLs. I instructed them to play with each site for 30 seconds or a minute and then write a few sentences about what they liked and didn’t like. I asked them to address the following questions:
• What impression does the site give about the person who made it?
• Does the site make you want to find a way to work with him/her?
• How could the site be improved?
The volunteers were a mix of faculty and postdocs, with a few science communication professionals thrown in. Soon my inbox was flooded with critiques that offered a wealth of advice and some real surprises. Here are the major lessons I learned.
Include the basics. First, I heard a cry for more basic information. Andras Paszternak, a chemist at the Hungarian Academy of Sciences and the founder of The International NanoScience Community social network, said in a review, “place a direct contact address (email) on main page.” In today's world of social networking, it's easy to forget about good old email.
Add video and graphics with captions. Next, there was a demand for images and video. “I would supplement your homepage with more graphical things,” said Robert Vanderbei, chair of the department of operations research and financial engineering at Princeton University. “Please use some color and/or pictures,” said Stella Kafka from the Carnegie Institute of Washington, department of terrestrial magnetism.
Although many of us recognize the importance of images, we often forget to add captions. These photos are important to us, but they are unidentifiable to the people who visit our sites. “Nice photo. Is it decoration? Art? Should it have a caption? Are we supposed to guess what it is?” asked Nancy Morrison, professor emerita of Astronomy at the University of Toledo. I heard that sentiment several times.
Be passionate. One element that multiple reviewers mentioned caught me by surprise. If I could summarize it in a word, it would be passion.
“Maybe the homepage could include your personal motivation,” suggested Phil Yock, professor in the department of physics at the University of Aukland. “I really like to know what scientists are passionate about, so I’d love to see a short write-up of what fascinates you the most about the universe,” said Emilie Lorditch, the news director and manager at the American Institute of Physics.
Share materials. The reviewers also expressed a desire for generosity. “I was impressed that you offer PowerPoint slides, poster presentations and data from your papers—It's generous and collaborative and makes me want to follow your example,” commented Yale astronomy professor Debra Fischer about one site. Sharing was not a value that was emphasized when I was in graduate school, but science has evolved since then. In today’s collaborative environment, it is a sought-after trait.
Next time I’m up late tweaking my website, I’ll know just what to post: full contact information with email address up top; video and pictures with descriptive captions; a passionate description of my research; and generous freebies that my colleagues can download.
Marc J. Kuchner (firstname.lastname@example.org) is an astrophysicist at NASA, a country songwriter, and the author of the book Marketing for Scientists: How To Shine In Tough Times. His website can be found at http://www.marketingforscientists.com/