A proper sign in front of a small business is a fundamental item. It lets potential customers know where your business is located and, hopefully, what type of business.
While there are few things worse than no sign at all, below are some specific examples of poor signage practices that keep customers from even entering your business.
One of the most important aspects of getting customers in the door is the sign out front. A sure way to exclude a good number of potential customers is for your sign to have something misspelled.
A muffler business in a nearby town put up the following sign: Exhost Work. This was not a hand written sign, it was a professionally made sign permanently posted next to the road.
The sign was there for years – the business eventually folded.
If a business owner can’t spell a simple common word associated with the business, potential customers certainly aren’t going to feel comfortable patronizing the place.
Hard to Read
A misspelled word isn’t even the worst faux pas. Signs that can’t be easily read generate even fewer customers.
There are several mistakes small business owners make with their choices that make the sign hard to read. Obviously, if people can’t read your sign easily, you are missing potential customers and revenue.
Just because a font style looks cool, doesn’t mean it will be easy to read to someone driving by your business.
Just as important as the font is the color of the sign. Last week, I saw a white truck with the name of the business painted on the side using white lettering with a smoky shadow.
From inside my car, I could neither read the words not the phone number listed below. Certain colors look better together such that it creates an easy to read and pleasing aesthetic visual.
When your business sign doesn’t clearly indicate the type of business or services offered, potential customers who need your services don’t realize your business is a viable option.
For example, Kim’s Place doesn’t draw a picture of anything specific. Even if the business is established, failure to include exactly what Kim’s Place is translates into a loss of new business.
Even the most established small business needs an influx of new customers periodically. Sure, new consumers who move to the area will eventually figure out that Kim’s Place is the local hardware store—probably right after they spent their money fixing up the new house at Ace Hardware.
After your actual business incorporation, your signage is probably one of the most important things for you to keep in mind. Consider the points above to when developing a sign for your storefront or company vehicles.