As I’m writing this editorial, it’s just been reported that Internet sales for Cyber Monday, the Monday after Thanksgiving, soared to more than $730 million, exceeding the predictions of many of the nation’s largest retailers. Those sales numbers are up more than 20 percent from last year and by nearly 50 percent over just a few years ago.

The Internet has become an important sales channel for traditional brick-and-mortar businesses—an extension of their existing operations. And it’s only going to get bigger.

Will this be any different in the traditional supply chain? Probably not. The Internet has opened a new batch of customers for “traditional” distributors who are adapting to this changing environment. Our 61st Annual Survey of Distributor Operations shows that more distributors this year and next are planning on redesigning their Web sites to increase traffic and draw prospective customers.

But before you even consider a redesign, decide what you want to accomplish on your site.

The importance of a well-designed Web strategy was the subject of a recent seminar conducted by Michael Marks of the Indian River Consulting Group, a well-known consulting firm in the distribution marketplace. Here are some comments Marks made during the workshop, which was part of the Power Transmission Distributors Assn.’s Annual Summit:

“Senior executives who know their business need to figure out how their Web site can help with their business. … Put yourself in the mind of the customer. [Ask yourself,] what are the circumstances that someone may be looking for me? If all products are equal, why would customers want to get products from me? ... You need to take a look at online communities in your market. Your customers are on a site right now talking about you. Find out where they are and participate in their conversation.”

One of Marks’ comments echoed something we’ve written about before, namely that a key concept of your home page is to “give information customers want and care about and not that you care about.”

It sounds simple, but examine your own site. If it contains little more than the pictorial history of your company, maybe it’s time you redesigned the site to make it more customer-focused. Drive traffic to your site and you’ll also be driving new business to your company.

jkeough@reedbusiness.com