Boosting Business with Better Signs: A Guide to Signage ROI

Let’s talk about signs. Not the ones from the universe that tell you it’s time for a career change or to text your ex (don’t). We’re talking about the real, physical, beautifully designed signs that sit proudly on your business premises. The ones that tell the world: “Hey! We’re here, we’re awesome, come on in!”

First Things First: What Is ROI?

Before we dive into the numbers, let’s break it down. ROI is a way of measuring how much bang you’re getting for your buck. In the world of signage, that means asking:

“Did this sign help me make more money than it cost?”

If the answer is yes, congratulations – your sign is a superstar. If the answer is no, it might be time for a refresh.

Calculating ROI involves comparing the cost of your signage against the value it brings to your business – usually in the form of increased foot traffic, brand awareness, or actual sales.

Why Signage Still Matters (A Lot)

We know what you’re thinking. It’s 2025. Isn’t everything digital now? Do people even notice signs anymore?

Short answer: yes. In fact, signage is one of the most cost-effective marketing tools out there.

Here’s why:

• It works 24/7. Your sign doesn’t take lunch breaks, go on holiday, or forget to update its Instagram stories.
• It builds brand recognition. A well-designed sign helps people remember who you are and what you do.
• It influences decisions. According to FedEx Office research, 68% of consumers believe that a business’ signage reflects the quality of its products or services.
• It gets people through the door. A bright, bold, well-placed sign can be the difference between someone walking past or walking in.

In other words, signs are silent sellers – and very persuasive ones at that.

The Numbers Bit: How to Measure Signage ROI

Right, let’s roll up our sleeves and look at how you can actually measure the impact of your signs.

1. Track Footfall Before and After

If your signage is outside your shop, café, salon or studio, one of the simplest ways to track ROI is to compare the number of people coming in before and after you install or update your sign.

You don’t need spy-level tech. A good old-fashioned click counter or even an observation log can do the job.

Example:A small bakery installs a new window vinyl that says “Fresh croissants baked daily!” Before the sign, they averaged 50 walk-ins a day. After? They’re seeing 70. That’s a 40% increase. Not bad for a bit of vinyl.

2. Use Promo Codes or Offers

Want to get a bit more specific? Add a sign-only offer – something people can only get if they mention the sign.

Example: “Show us this sign for 10% off your first order.”If 40 people take you up on it, and each spends an average of £25, that’s £1,000 in revenue linked directly to your sign.

Not only do you get to measure the sign’s effectiveness, but you also give people a reason to come in. Win-win.

3. Customer Surveys

Sometimes, the best way to find out what’s working is simply to ask.

“Hey, how did you hear about us?”If a significant chunk of people say, “I saw your sign,” – boom. You’ve got your data.

You can also do this more formally through digital surveys or feedback forms, but even casual chit-chat with customers can reveal a lot.

4. Track Sales or Service Uptake

Let’s say you install a new sign highlighting a specific product or service: “Now offering bike repairs!” or “New lunch menu – served ‘til 3!”

If you see an uptick in bookings or sales for that item, there’s a good chance your sign helped drive it.

5. Digital Tools

If you’re combining physical signage with QR codes, social media handles, or web links, you can use tools like Google Analytics, Bit.ly, or even Instagram Insights to track traffic and clicks that came from people seeing your sign.

ROI in Real Life: Let’s Do Some Maths (Don’t Worry, It’s Easy)

Imagine this:

• You spend £800 on a new fascia sign.
• Over the next 6 months, you notice that your average daily footfall increases by 10 customers.
• Each customer spends roughly £20.
• That’s £200 extra revenue per day.

After just 4 days, your sign has paid for itself. Everything after that? Pure profit.

And the best part? Unlike a Facebook ad that disappears in a week, your sign is still there, working hard day in, day out.

It’s Not Just About Sales: The Hidden ROI of Good Signage

Okay, so not every sign is going to lead directly to a purchase. But that doesn’t mean it’s not valuable.

Here are a few other ways signs boost your business:

• Professionalism and Credibility

A crisp, well-designed sign says, “We know what we’re doing.”A peeling, faded one says… well, the opposite.

People make snap judgments. Good signage helps make sure those judgments are in your favour.

• Brand Recall

Ever noticed how you can remember certain businesses just by the colour of their sign or their quirky window graphics? That’s not an accident. That’s brand recognition, and it pays off big time when people are ready to buy.

• Wayfinding and Convenience

Signs don’t just attract – they guide. Directional signage, car park signs, opening hours – these all make your customer’s experience smoother, which increases the likelihood they’ll come back.

• Conversation Starters

Unusual signs, clever messages or bold designs can get people talking – both in person and on social media. That’s free marketing, just because you dared to be different.

So… What’s a “Good” ROI?

Great question. It varies depending on the type of business, the sign and your goals. But as a rough guide:

• A break-even ROI (you earn what you spent) is okay.
• A 2:1 ROI (you earn double what you spent) is good.
• Anything above that? You’re smashing it.

And remember – some signs aren’t meant to boost sales overnight. Some are slow burns that build your brand over time, creating a stronger connection with customers that leads to loyalty and repeat business. And that, friends, is the kind of ROI you can’t always see straight away – but it’s there.

How to Maximise Your Signage ROI

Now that we’ve convinced you signage is the unsung hero of your marketing strategy, here are a few tips to help you get the best return:

• Keep It Clear

Your message should be instantly readable – even from a distance. Fancy fonts and too much text? No thanks.

• Stay On Brand

Use your brand colours, logo and tone of voice consistently so customers connect the dots between your signage and your other marketing.

• Maintain It

A faded, weather-beaten sign can hurt more than it helps. Keep your signs clean, current and well-lit.

• Think Location

Even the best-designed sign won’t work if it’s in the wrong place. Think visibility, foot traffic and how your audience moves through the space.

• Be Creative

A bit of personality goes a long way. Humour, colour, clever messaging – it all helps you stand out in a sea of samey signage.

In Summary: ROI Is More Than Just Maths

At the end of the day, the return on your signage investment isn’t just about pounds and pence. It’s about:

• How many people notice you.
• How many remember you.
• How many choose you over someone else.

Signs aren’t just decorations – they’re strategic business tools. And when done right, they don’t just pay for themselves – they pay dividends.

So if your signs aren’t working as hard as you are, maybe it’s time to have a word. Or better yet – have a word with us. At Signwrite Studios, we create signage that turns heads, grabs hearts and boosts bottom lines.

Ready to invest in signage that actually delivers? Click here to chat to our friendly and professional team!