Take a moment and think about hundreds or maybe thousands of sites that you've been to. Now think about how many of them that you have actually bought something from compared to how many were selling something. I think it would be safe for me to say, you didn't buy from Charlie's Bargain Basement that is fashionably designed in orange with puke green frames? Did you chance your hard earned money with Guido's Lava Lamps with mysql errors, just so you could get a couple dollars off? What about Betty's Fine Fishing Worms? It clearly states at bottom that it hasn't been updated since June 2000 and looks best in Netscape 4.0. Did you still buy there?

Now why didn't you?

One of largest problems on Internet today is Trust. I bet you've heard saying, "Never judge a book by it's cover", but that rule does not apply to web. Are you breaking any rules that may be driving visitors away? Let's talk about a few things.

The world sees only Armstrong, but behind this cycling phenomenon is an incredible team. Actually there are two teams. One is group of cyclists that support, protect and lead Armstrong during actual racing. The other is support team no one sees. This consists of all coaches, trainers, therapists, medical staff, chefs, team managers, mechanics and even people who drive support vehicles.

So what does this have to do with your website? As I go through my annual TDF withdrawal, I have begun to equate US Postal Service cycling team to a well performing Web site. Here is a relationship of various elements.

1) Message The message Armstrong sent to his competition this year was, "Don't even think of messing with me." It was a very strong statement. What message does your Website portray? Do you tell your site visitors right up front what it is your company does, what problems you solve and how? People will relate to real problems your company solves for clients.

2) Focus Armstrong has a team of elite cyclists whose only job is to support their team leader. Think of all pages on your Website as support for your message. These are pages people will look at and read to learn about your company, your services and your products. Enforce your message, provide clear and understandable information, be consistent. Most importantly, stay focused.

3) Identity The "posties" (as US Postal team riders are called) all wear same blue jerseys. Each team has its own colors. Your Web site pages should all look alike. I have seen many sites with a "killer" home page, yet rest of site is mundane. Often, subsequent pages seem to degrade and change in design and layout. I begin to wonder if I am still on original site. The same logo should appear on every page and be consistent with your navigation. People should never have to wonder if they have left your site, regardless of which page they are looking at.

4) Support Just as US Postal team has a plethora of behind-the-scenes support people, your Web site needs hidden support.