When it comes to making smart, lasting investments in your business, signage is often overlooked or seen as a one-time expense. But the truth is, effective signage can provide long-term value that extends well beyond its initial cost. From attracting new customers to improving operational efficiency, signage plays a vital role in your business’s visibility, branding, and revenue growth. Especially as we head into the busy summer season, now is the perfect time to assess your signage and ensure it’s working as hard as you are.
The Silent Salesperson
Think of signage as a silent but powerful ambassador for your business. It operates 24/7, drawing in potential customers, guiding them through your space, and reinforcing your brand identity. A well-designed, well-placed sign can make your business stand out in a crowded marketplace, especially in areas with high foot or vehicle traffic.
For example, upgrading to a more prominent or well-lit sign can dramatically increase your storefront’s visibility during both day and night. When customers can easily spot your business from the road or sidewalk, you’re more likely to benefit from impulse visits and increased foot traffic. This is especially important for small businesses competing with larger chains or those located in busy commercial areas.
Improved Customer Experience
In addition to drawing people in, signage also enhances the in-store or on-site customer experience. Digital menu boards in restaurants or cafes are a prime example. These modern displays streamline the ordering process, reduce perceived wait times, and allow for dynamic content updates like daily specials or seasonal promotions. When customers feel that their time is respected and that the ordering process is easy, they’re more likely to return.
Similarly, clear directional signage in retail stores or event venues helps customers navigate efficiently, leading to a smoother shopping or event experience. The result? Happier customers, better reviews, and stronger word-of-mouth marketing.
Seasonal Peaks
With summer just around the corner, many businesses are preparing for increased activity. Whether it’s seasonal tourism, outdoor events, or heightened foot traffic during peak shopping periods, your signage can either make or break your success.
Summer is often when people are out and about, exploring new places and shopping more frequently. If your signage is faded, outdated, or poorly positioned, you risk being overlooked in favor of more visually appealing competitors. This is the ideal time to take a step back and evaluate: Is your current signage drawing in the summer crowds? Is it clear, attractive, and aligned with your brand?
For event-based businesses or seasonal pop-ups, temporary signage should also be part of the planning process. Well-designed banners, feather flags, and A-frame signs can guide customers, promote limited-time offers, and create a festive, welcoming atmosphere.
Measuring Signage ROI
While signage may not deliver immediate results like a flash sale or online ad, its impact builds over time and can be measured with the right tools and metrics. To assess your signage’s return on investment (ROI), consider the following.
Revenue Changes
Track sales data before and after a signage upgrade. A bump in revenue following a new sign installation or redesign can be a direct indicator of improved visibility or customer experience.
Foot Traffic Analysis
Use foot traffic counters, door sensors, or even video analytics to see if more people are entering your business after updating your signage.
Customer Feedback
Ask customers how they found you or what led them inside. Many businesses are surprised to learn how often a new sign is the reason someone decided to stop in.
Conversion Rates
Compare the number of passersby to actual entries. An increase in conversions after signage improvements points to a more compelling storefront.
Making Signage Part of Your Growth Strategy
Signage should never be an afterthought—it’s an essential part of your business’s marketing and customer engagement strategy. Like any investment, it requires periodic assessment and updates to stay effective.
As we move into the summer season and prepare for a busy stretch of business activity, this is a smart time to evaluate your current signage setup. Is it aligned with your brand? Is it easily visible and legible? Is it modern enough to capture today’s customer expectations?
Bartush Signs can help you maximize your signage investment by assessing your current setup and recommending upgrades that align with your business goals. Whether you’re looking to refresh your storefront sign, install digital menu boards, or create eye-catching seasonal displays, we’re here to support your success with signage that delivers real, measurable results.
