In an increasingly “on-line” world, it’s easy to overlook the power of a good, reliable and time-tested sign to get new business. But if you run a brick-and-mortar business, your signage is one of the most powerful tools you have to draw in foot traffic and convert passersby into paying customers. The right sign doesn’t just identify your business—it sells it. Here’s how to create the perfect sign to attract new customers.

1. Location, Location, Location

The best-designed sign won’t help you if people can’t see it. Consider:

• Visibility: Is it easily seen from the street or sidewalk? Is it blocked by trees, other buildings, or clutter?

• Height & Angle: Signs placed at eye level or angled toward traffic catch more attention.

• Lighting: If you’re open in the evenings, make sure your sign is illuminated and readable at night.

Pro tip: Visit your business from various distances and directions. What catches your eye? What gets lost?

2. Keep It Simple and Readable

People have seconds—sometimes fractions of a second—to read your sign.

• Choose Legible Fonts: Avoid overly decorative or script fonts.

• Use High-Contrast Colors: Light text on dark background (or vice versa) is easier to read.

• Limit Text: Stick to the essentials—business name, key offering, and maybe a catchy tagline.

Think: “Fresh Coffee. Fast Wi-Fi. Open Now.” vs. a crowded paragraph.

3. Make It Brand-Aligned

Your sign should reflect the personality of your brand.

• A pictures worth a thousand words. Use a powerful image to not just say what you do – Show It!!!

• A modern tech startup might go for sleek, minimal design.

• A quirky boutique could use hand-lettered chalk signs.

• A luxury service might need polished metal or backlit letters.

Color, typography, and materials should be consistent with your logo, website, and interior space.

4. Highlight a Clear Benefit

A sign that simply says your name may not be enough—especially if your business is new or unfamiliar.

Instead of:

“Johnson’s Auto”

Try:

“Johnson’s Auto — Honest Repairs. Fair Prices.”

Let your signage tell people why they should walk in.

5. Use Action Words or Offers

Nothing drives curiosity and action like a strong offer or call-to-action.

Examples:

• “Open 24/7”

• “Try Our Famous Fish Tacos!”

• “Walk-Ins Welcome!”

Even something as simple as “Open Now” adds urgency.

6. Incorporate Digital Where It Makes Sense

Digital signs can rotate messages, share real-time promotions, or change with the seasons. They’re eye-catching and give you flexibility. Digital signs are fast becoming a preferred marketing tool over other forms of advertising.

Pro tip: The combination of a lighted sign with a digital sign gets the best results for branding & promotion.

7. Invest in Quality

A faded, broken, or cheap-looking sign sends the wrong message—no matter how good your business is.

• Use weather-resistant materials.

• Ensure professional installation.

• Maintain it regularly (cleaning, repainting, lighting checks).

Customers will judge your business in part by the care you put into your sign. Remember, it’s their first impression.

A Few Final Thoughts

The perfect sign combines clarity, creativity, and strategy. It doesn’t just say who you are—it shows customers why they should care. Done right, your sign becomes your best silent salesperson—working for you 24/7.

Need help designing a sign that draws a crowd? Talk to our team to help you design your professional sign to get you new business and share your message.

Let Us Help You Design The Perfect Sign To Grow Your Business

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