Signage is a critical driver of foot traffic for small businesses
“If you build it, they will come” …right? Well, not if they can’t find you! As a small business owner, it’s not enough to just set up shop and expect customers to come streaming in. They have to know you’re there first.
What is perhaps the most important and simplest way to ensure your customer can find you? Proper signage!
Signage is a critical piece in any brick and mortar business’s success.
When deciding on your business’s signage, it’s important to think through all the different types of signage you can utilize and consider several factors.
Consider Every Vantage Point
When designing your signage, it’s important that you think through every angle where a potential customer might see your business. Consider a pedestrian walking past, someone in a car on the highway across from your shopping center, even think through what your storefront looks like to the mother sitting in the urgent care waiting room across the strip mall from your location.
Many business owners focus only on their main signage, which is a big mistake. I can’t tell you how many times I have walked past a cute shop, only to have to crane my neck to see the name. And that’s only possible if the angle is unobstructed. I’ve missed many stores due to scaffolding or design elements blocking the signs.
Foot traffic is a key driver of business. Make sure pedestrians have many opportunities to learn your business’s name and see your branding when walking past.
If your business is already established, take some time to do a signage audit. Walk and drive around your building and check to make sure your signage is visible from every angle. Also look to see if any signage elements are faded, outdated, unclear, or damaged in any way. Your signage is your business’s first impression—it should look great at all times.
When reviewing your signage, consider the following elements.
Primary Signage
Your primary signage is the main sign that hangs above your business’s entrance. It’s your most important sign, and you should treat it as such. Make sure it is easy to read both from far distances and up close. Clarity is more important than aesthetics.
Side note: If you don’t already have a logo, now is a good time to think about how your logo would look on a large sign. What you may think looks cool, could be very difficult to read on a a sign.
A great new restaurant recently closed by me—and I would suspect the extremely narrow and stylized writing in their logo played a part. Unfortunately, it was impossible to tell what the sign said as you were driving past on the highway. This limited their opportunities to attract customers who weren’t expressly looking for the restaurant.
When deciding on your primary signage, think about how it looks both during the day and at night. Are you going to backlight it? Or will external light shine on the sign to illuminate it? Make sure you have a plan for how your sign will look in the dark.
It’s important to note that many buildings, landlords, and even towns place restrictions on primary signage. Some buildings require that all signs in the complex are the same font and color, meaning you may not be able to match your own branding. They may also place restrictions on how you light your sign, its size, and whether you need a box sign, channel letter sign, or awning sign.
If your primary signage can’t reflect your branding, you’ll have to make better use of your secondary signage. And if you’re still looking for a location for your business, it’s worth asking what signage restrictions they have. It may make the difference between choosing one spot over another.
Multi-Tenant Panel Signs
The next sign to consider is the building’s tenant panel sign. If you’re located in a shopping center, the complex likely has this kind of signage along the road that advertises which shops are located within.
These signs are critical to attracting walk-in traffic, but are often regulated by the landlord. Some complexes prominently feature certain businesses over others with larger logos or better sign placement. It’s worth negotiating your business’s placement on your complex’s sign, if possible. Anything that can increase your visibility can have a big impact on your business’s success.
Window Decals
Another important aspect to consider is your window signage. Decals can add important context about your business for people passing by—and for existing customers looking for information like your operating hours.
Window decals are useful for displaying information like your tag line, hours of operation, and even for promoting sales or seasonal offerings. Since they’re semi-permanent, you can change them out when there’s more important or more relevant information to share. You can also keep them up long-term if you have more permanent branding to display.
Window decals are a great way to bring your branding to life if your landlord restricts your primary signage. If you can’t use your official logo in your primary signage, make sure it’s prominently displayed on your windows.
Tip: Work with your signage provider to determine if your window graphics should be placed on the inside or outside of your windows. If you’re in a hot climate, your windows may be tinted—making it difficult to see anything placed on the inside. Don’t throw away money getting the wrong types of window stickers for your location.
Banner and Poster Signage
Banners and posters are another great temporary signage option—but ones that should be used sparingly. Use a vinyl banner to announce important events like a grand re-opening or your semi-annual sale. Since they can be used over and over again, reduce costs by keeping the information generic and providing additional context using temporary posters.
Posters are ideal for marketing materials displaying temporary information like sales or to show a seasonal campaign. Use them sparingly and intentionally in your window displays. In hot, sunny areas, posters can fade quickly. Make sure to keep them updated and switch them out when they start to look worn or the information is no longer relevant.
Sandwich Boards and Overhang Signs
If you’re located in a shopping center with a covered walkway or on a city street with scaffolding, your primary signage may not be visible to people walking by. Often, shopping centers will allow signs that hang from the ceiling in front of your store to show your business’s name to passersby. Just as with your primary signage, make sure to use an easily legible font that makes it easy for people to see your name on these signs.
If you don’t have the option for an overhang, look into whether you can put a sandwich board, or a-frame sidewalk sign, out front. Always check if this is permissible! Some towns and landlords don’t allow this type of signage, as it can obstruct footpaths.
If you have this option, you may be tempted to include a whole bunch of marketing information to draw customers in. But remember, clarity is more important! When people are walking past, they don’t have time to read all the minute details about your latest sale.
You have a fraction of a second to catch their attention. Keep these boards simple, use large font, and prominently display your logo and key branding elements. If you have something you’d like to promote, stick to large graphics and leave the fine print for inside your store. Sometimes, a single word or phrase is all you need to catch customers’ attention with one of these signs.
First Impressions Matter
Remember, “you never get a second chance to make a first impression.” Signage acts as the initial handshake between a business and its potential customers. An eye-catching and well-designed sign can communicate professionalism, credibility, and a sense of trustworthiness. It gives customers a glimpse into what the business has to offer and entices them to explore further.
In the fast-paced digital era, where trends come and go, signage remains one of your most effective marketing tools. As a silent salesperson, signage captures attention, builds brand awareness, and lures in potential customers, all while being a cost-effective and enduring investment. Whether it’s the charm of a nostalgic storefront sign or the modern appeal of illuminated displays, well-crafted signage holds the power to elevate small businesses from obscurity to success. Embracing the importance of signage can be the key to unlocking a world of opportunities for your small business in an ever-competitive marketplace.