Well-Crafted Business Signs Draw More Customers

A well-crafted business sign is critical to making a good first impression on potential customers — and building brand awareness. Whether it’s a sign on your retail storefront or a lawn sign advertising your contracting business, you either draw people in or push them away with your signage.

The most effective signs are both informative and attention-grabbing. They offer prospects a sense of expertise about your products or services, and they help passersby decide whether the business is professional (and thus worth their time and money). So it’s important to think about not only what your sign says, but also how it looks and where your potential clients are likely to see it.

Here are some tips for what details to include, which colors and designs to choose, and where to put your business sign.

Basic Information

A retail storefront should feature a clean, easy-to-read, well-lit, and well-maintained sign. It’s best to include what your business does in addition to its name. (“Jurgen’s Plumbing” is more informative than just “Jurgen’s.”) Proper placement is also critical. There should be no obstructions from power lines, trees or other buildings, and it’s a good idea to inspect its visibility from your customers’ perspective (walking by, standing on the corner, driving past in your car).

Signs displayed on billboards, the side of a van or truck or posted on a customer’s lawn should always include:

  • Business name and logo
  • Phone number — A no-brainer, right? But it’s frequently overlooked. Tip: Using a unique phone number enables you to track the number of leads a specific sign generates.
  • Address — Do you operate a retail storefront, too? Include its address on your sign.
  • Website URL — If your current address is too long, purchase an additional (and shorter) domain name that redirects to your company website.

Optional elements for mobile business signs or external special promotions:

  • Call to action — A sign shouldn’t just inform, it should tell people what you’d like them to do.
  • Slogan — A brief, snappy slogan that’s easy to recognize and remember can boost your brand.
  • Text or SMS code — This enables you to direct people to a particular landing page on your website.

Design Elements

Color is also a vital component of any effective business sign. Bold colors are the most visually appealing, as long as they complement one another. Text and background colors should contrast, making the text easier to read (and retain).

When it comes to the text itself, your first priority should be readability. A mix of upper- and lowercase letters is considered easier to read than words made up entirely of capital letters. Opt for a simple typeface over one that’s fussy or hard to read at a glance. Avoid using more than two different fonts. And, although it’s not always easy to do, considering the amount of information you’d like to convey, the fewer words you use, the better.

A carefully selected graphic also makes your business sign more memorable. This can be your business logo, an evocative photograph, or a drawing — something that’s both visually appealing and relates to your business, but which is understandable at a glance.

Size and Location

Placement is another crucial element. Outdoor signage should be large enough to be seen from some distance, but it should not require drivers to turn their heads to absorb. They should also be situated relatively close to the business’s actual location. Indoor signage for your retail store must be placed in the appropriate areas: Put sales signs near the sale items, customer service signs near the cash register or returns window, etc.

Don’t mistakenly assume that signs are just decorations or labels for your business. A great many retail sales are impulse buys. People see your sign, link it to something they need or want, and make a purchase. No small-business owner can afford to overlook this sales-generating resource.

About Lee Polevoi

Lee Polevoi is an award-winning freelance copywriter and editor and a former Senior Writer for Vistage International, a global membership organization of chief executive officers. He writes frequently on issues and challenges faced by U.S. small businesses.
This entry was posted in Local and tagged . Bookmark the permalink.
106 comments
Shelly Sheppard
Shelly Sheppard

A business with out a sign is a sign of no business..

Ryda Rocha
Ryda Rocha

You wanna get rich. Offer a veggie dog packed with fries covered in chili w/no meat covered in cheese onions the works and call it the Vegan Volcano!!!!

Desmond Holt
Desmond Holt

DoggTown Dro yo just matte out the dogs you got a truck! -DB1

Wendie Ruba
Wendie Ruba

So I had a Dodger dog with blue cheese... Do you'll have something like that?

Johnny Mula
Johnny Mula

Diana, regardless how you want to word it, your sign is at your business to attract clients. Weather you want to list your "interest" or your "priority". Bottom line is, without clients, without clients knowing what you do, you have no business. So therefore, your sign was designed to attract clients.

Diana Lynn Wrathkey
Diana Lynn Wrathkey

My sign is not to attract "customers". It is to show my Maine priority.

Karen Kelly
Karen Kelly

Cool...love it...make it happen! Karen Kelly

Linda Hrdina
Linda Hrdina

Oh no - does Brady need to chase a hot dog truck in addition to the ice cream truck :)

Leann Sarratt
Leann Sarratt

PhatWall Graphics Green River WY can hook it up 307-252-7333 Vehicle wraps, Signs, banners, we do it all!!!

Donna Buckner
Donna Buckner

my sign is all about Jesus and how he has never let me down,Love U Lord,Amen

Emanuelssign
Emanuelssign

Emanuels sign. Www.gerealart.wix.com/emanuelssign

Tony Holley
Tony Holley

Need a pic of a big ass bad ass hotdog

Alejandra Flores
Alejandra Flores

Can i plz get a reply from someone is this in Venice or not and if so are they associated with dogtown and z boys skate crew

Trackbacks

  1. [...] A carefully selected graphic also makes your business sign more memorable. This can be your business logo, an evocative photograph, or a drawing — something that’s both visually appealing and relates to your business, but which is understandable at a glance. Read more: http://blog.intuit.com/local/well-crafted-business-signs-draw-more-customers/#ixzz2cU5VGyYQ [...]