Walk in customers decide in a few steps. The storefront has to answer their questions before they reach the door.
Walk in traffic depends on what people see in the few seconds they spend passing your storefront. In that time they need to understand what the business is, whether it is for them, and whether it is open. If the storefront does not answer those questions quickly, most people simply keep walking or driving.
This guide is a practical review you can do yourself, followed by the fixes that most often make a difference. For choosing a new storefront sign type, see our guide to retail storefront signs.
What Passersby Need to See
| Question | What answers it |
|---|---|
| What is this place? | A main sign with the name and a short descriptor |
| Is it for me? | Windows that show the products, services or atmosphere |
| Is it open? | Lighting, an open sign and hours on the door |
| Where do I go in? | A clear, uncluttered entrance with door graphics |
Review Your Storefront in Five Walks
1. From the Main Approach
Stand where most customers first see the building, across the street, at the corner or in the parking lot. Can you read the name and tell what the business does? If you need to squint, the letters are too small or the contrast too weak. The United States Sign Council Foundation publishes sizing guidelines based on viewing distance and speed. Our guide on viewing distance and sign design explains how letter size relates to distance.
2. From Both Directions on Foot
A flat wall sign is hard to see when walking along the same side of the street, as for Bayonne storefront signs on Broadway or West New York business signs on Bergenline Avenue. A projecting blade sign faces people walking toward you and is often the cheapest way to add sidewalk visibility.
3. After Dark
Many customers pass after sunset for half the year. Check whether the sign is lit, whether the windows show the interior, and whether the business looks open or closed. Our guide on illuminated vs non illuminated signs helps decide what to light.
4. At the Windows
Look at the glass as a customer would. Can you see inside? Do the graphics say what you offer, or are they covered in faded posters and old offers? Windows are your second sign and your best advertising space.
5. At the Door
Finally, find the entrance. Is it obvious which door to use, are the hours posted, and is the glass clear enough to see in? Our guide to front door signage covers what the entrance needs.
The Fixes That Usually Help Most
Make the Main Sign Say Less, Bigger
Owners often fill the main sign with services, phone numbers and slogans. Cutting it to the name and a short descriptor, such as “Pharmacy” or “Nails and Spa”, lets the letters grow and the sign read from farther away.
Add Contrast
Light letters on a dark background or dark on light, never mid tones on mid tones. A sign that blends into the facade color disappears from a distance. Our guide on how color impacts sign visibility explains which pairings work.
Clear and Curate the Windows
Remove old posters and keep one strong message per window, such as a hero product photo, a service list or a clean logo with hours. Window graphics that let people see in usually do more for walk ins than graphics that cover the glass. See our Window Wraps page for campaign options.
Light the Storefront
A lit sign and a lit interior signal that a business is open and welcoming. If the main sign is unlit, gooseneck lights or an illuminated blade sign can help without replacing it.
Use the Sidewalk, Where Allowed
A sidewalk sign with a daily special or a clear arrow stops people who would walk past a flat facade. Many towns regulate sidewalk signs, so check placement rules and keep the path clear.
Separate Permanent and Changeable Messages
Keep the permanent layer, the main sign, logo and door graphics, stable and clean. Put promotions on a changeable layer, such as window decals, posters in frames and sidewalk inserts, so the storefront can stay fresh without looking cluttered. Our guide on signage marketing explains how to plan campaigns.
Check the Rules Before Changing the Facade
Main signs, blade signs, window coverage and sidewalk signs are regulated by most towns, and shopping centers add their own criteria. Our guide to how local sign codes work explains where to find the limits before you redesign.
Common Questions About Storefront Signs and Walk Ins
What storefront sign brings in the most walk ins?
It depends on the street. A clear, lit main sign helps drivers, while a blade sign and good windows usually help pedestrians most.
How much text should a storefront sign have?
Usually the name and a short descriptor. Phone numbers, services and offers belong on windows, doors and sidewalk signs.
Do window graphics help walk in traffic?
Yes, when they show what you offer and still let people see inside. Covering every window often makes a store look closed.
Is a blade sign worth it?
Often, yes, on walkable streets. It faces people walking along the sidewalk, who rarely see a flat wall sign until they reach it.
Should my storefront sign be lit?
If customers pass after dark, usually yes. Lighting signals that you are open and makes the sign readable in the evening.
How often should I review my storefront?
Every season, and whenever business slows. Walk the approach in daylight and after dark and look at it as a stranger would.
A Storefront That Invites People In
Gogi Signs designs, builds and installs storefront signs, blade signs and window graphics across New Jersey and New York City, starting with a look at your storefront from the street.
See our Outdoor Signs page, then request a free quote with a photo of your storefront.
