Signage is important for every small business—it’s essentially a continuous marketing tool that works day and night to capture customers. For brick and mortar businesses, the right signage can mean the difference between steady growth and missed opportunities.

In this article, we’ll explore the impact of signage on business, from influencing consumer behavior to increasing sales, with a focus on exterior business signage like the kinds Excel installs. We’ll also highlight why investing in quality business signage is one of the smartest business investments you can make.

Signage Builds Brand Awareness and Recognition

Brand recognition starts with visibility. For brick and mortar businesses, signs serve as both a business logo and a promise of what customers expect inside.

Nearly 48% of consumers say signage advertising is highly effective for brand awareness (FedEx Office “What’s Your Sign?” Consumer Survey). Digital signage can even increase brand recall by 83%.

Whether through lighted signs, strategically placed lighted signs, or traditional glass neon signs, a visually appealing display helps cement a business brand in the minds of existing and potential customers. A prominent location draws attention, especially in a crowded shopping area or along a busy street, helping customers identify your store quickly.

Signs Attract Customers and Foot Traffic

Signs turn heads—and the numbers prove it. About 76% of American small business consumers entered a business they hadn’t visited before because of a sign, and 68% made a purchase because a sign caught their eye.

Another 45% admitted they stopped on impulse because signage drew them in. For a small business owner, this shows how effective signage draws attention and can effectively increase customer traffic.

In fact, 56% of business owners say exterior business signs directly helped attract new customers.

On the flip side, poor signage makes it harder to capture customers: 54% of consumers have missed a business because its signage was unclear or too small, and nearly 60% won’t enter a store with no sign at all. Poor signage makes an otherwise unknown location invisible to prospective customers.

Better Signage Directly Boosts Sales and Revenue

Effective signage isn’t just about visibility, it’s part of an overall marketing strategy that can generate additional sales.

About 60% of businesses report sales increases of 10% or more after improving signage. Adding even one extra business sign can increase sales by an average of 4.75%, and new building or roadside signs can promote sales growth of 5–15%.

For small business owners with limited marketing funds, this makes signage extremely cost effective compared to many other channels. In fact, the SBA notes that on-premise signage is the most effective and least expensive form of inexpensive commercial advertising for small businesses (BiG Sign FX – “The ROI of Signage”).

Signs Shape Customer Perception and Trust

Consumers expect professionalism, and high quality signage plays a big role in shaping perception.

About 68% of consumers believe signage quality reflects the quality of a business’s products or services, while 52% say they’re less likely to enter if they see spelling errors or poor signage. Poor signage makes businesses look unprofessional and discourages prospective consumers.

On the other hand, effective signage reassures customers alike that they can trust your business image. Nearly 75% of people have recommended a store to others based on its signage—a fabulous marketing tool in its own right. For many first time customers visit, the right signage sets the tone for what customers expect inside.

Signage is Cost-Effective Marketing

Signs serve as inexpensive commercial advertising that lasts. On-premise business signage costs around $0.013 per impression depending on locale, making it extremely cost effective compared to TV, radio, or print.

For businesses on the go or mobile businesses, strategically placed lighted signs provide unmatched visibility. Signs work 24/7, offering continuous exposure and acting as an overall marketing strategy that complements both interior signs and other channels.

For a small business, signage is a fabulous marketing tool: it captures a thousand potential customers, promotes sales, and often pays for itself in under a year. Effective signage draws attention, helps capture customers, and ensures your business stand is noticed in a crowded shopping area.

Still Not Convinced? Why Signage Can Make or Break Your Business

From attracting foot and vehicle traffic to building trust and boosting revenue, the right signage is important for every retail location. Signage is important not only for mortar businesses but also for mobile businesses and even a business on the go.

For prospective customers and existing and potential customers alike, effective signage is an on trend sign of a professional business image. In short, signage is not just decoration—it’s one of the hardest-working parts of your effective marketing strategy.

With quality business signage, you can capture customers, inform customers, and help your business stand out in an otherwise unknown location. Signs turn heads, support brand recognition, and serve as a continuous marketing tool that is extremely cost effective compared to other options.

If you’re ready to make an effective marketing strategy a reality, Excel Lighting & Signs can help. Our team specializes in helping small businesses design, install, and maintain signage that helps increase customer interaction and makes your business image shine