How to Bring in More Customers With Proper Outdoor Signage

In the bustling world of small businesses, where every square inch of your establishment is a potential touchpoint with a customer, effective outdoor signage stands as a silent, yet powerful ambassador for your brand. It not only guides the wandering foot traffic into your store but also carries the unspoken pledge of the experience within. 

How to Bring in More Customers With Proper Outdoor Signage

For local entrepreneurs and marketing professionals, the design, placement, and message of outdoor signage are key to drawing clients in and setting the right tone for their brand's message.

Outdoor Signage: Your First Impression Manual

Imagine your outdoor signage as the cover of a thrilling novel that compels people to open the book, or as the title sequence of a movie that sets the stage for what's to come.

Its power lies in its ability to convey the most essential information about your business - quickly, effectively, and with personality.

Your signs should address these pivotal questions for passersby:

  • Who are you?
  • What do you do or offer?
  • What makes you unique?

And it's not just about the content; it's also about the form. You want your signage to reflect the brand personality — be it through color, typography, or overall design.

Craft a Sign That Speaks Louder Than Words

The first step in mastering outdoor signage is crafting a message that is succinct and impactful. You've got mere seconds to make an impression, so simplicity is your ally. Stylized, easily readable fonts and a color palette that contrasts with your storefront can make your sign pop.

Avoid the temptation to cram in as much as possible. Less is often more when it comes to outdoor signage. A brand name, a tag line, and a call to action are usually sufficient. If you can, incorporate visuals that tell a story about your brand or that showcase your products or services.

Location, Location, Sign Location

Placing your sign where it's most visible is crucial. Consider foot traffic patterns, the height of the sign, and the surrounding environment. Think about what direction people are coming from and heading to. If you're on a street corner, make sure it's visible from both streets. If you're in a plaza, locate it where it can be seen from the parking lot or main entrance.

The Legalities of Signage

Remember to check local sign laws and do your due diligence. You don't want your first interaction with the community to be through a hefty fine. Also check for trademarking and other legalities when it comes to using designs for your sign.

Signage as an Extension of Your Brand

Outdoor signage is an extension of your brand, and it should reflect your brand identity at a glance. Every element, from the color scheme to the verbiage, should be a deliberate choice that reinforces the image you want to project.

Consistency Is Key

If your storefront has a particular design, style, or color scheme, your signage should harmonize with it. This element of consistency adds to the overall professionalism and memorability of your brand.

Seasonal Signage

Tailoring your signage to reflect the season can make your business feel current and in tune with the local community. Holiday sales, seasonal menu items, and weather-specific services are perfect opportunities to utilize this tactic.

The Finer Points of Signage Maintenance

Your outdoor signage is not a one-and-done job. It requires regular maintenance to ensure it stays in top selling shape. Weather, wear and tear, and fading all take their toll, but a clean, pristine sign shows your dedication to your business — and to your prospective customers.

Cleanliness Is Professionalism

A dirty or dingy sign is like showing up to a job interview in a tattered suit. It doesn't reflect well. Schedule regular cleanings, ensure bulbs are replaced promptly, and address any damage as soon as it arises.


The outdoor signage of your establishment is akin to a first impression. It's there to greet your potential customers 24/7, rain or shine.

By investing time and thought into its creation and maintenance, you're investing in the lifeblood of your business.

It's your silent salesman; arm it with the right tools, and it'll bring business through your doors. Remember, your sign is out there working for you. Give it a promotion!