Spruce up that Storefront
The Importance of Street Appeal for Your Business
You only get one chance to make a first impression, and for businesses, that starts at the front door—literally. A well-maintained and inviting storefront can be the difference between a passerby walking in or simply walking past. What message is your business sending?
We knew updates were needed when my husband and I purchased our retail space. However, borrowing money for a full-scale renovation wasn’t an option. Instead, we took a phased approach, improving our storefront as funds allowed. We started with an awning, most recently replaced the front door, and next, we’re mounting a sign on the building’s front. We currently display our sign in front of the building or in the window. Each step has made a visible difference, not only in appearance but also in foot traffic.
Our building came with antique awning hardware—attached with zip strips! Rather than discarding it, we decided to refurbish the existing hardware and install a fresh canvas. The response from our community was immediate and overwhelmingly positive. In fact, after the new awning went up, I told my long-time friend Cindy Porter, who has extensive experience in economic development, that it felt like our traffic increased overnight. She wasn’t surprised at all. “Your storefront really does matter,” she affirmed. Since we filed organizing paperwork for Sagebrush Marketing LLC in 2008, Cindy has been a friend, business coach and source of practical advice.
Cindy often suggests that business owners step outside, take a fresh look at their storefront, and re-enter as if they were customers. This exercise helps you assess what message your storefront conveys. Is it welcoming? Does it look clean and well-kept? Does it invite curiosity? Driving by Sagebrush Market, our retail space, you’ll typically see merchandise outside. It grabs attention and invites people in to see us.
We again saw positive results when we replaced our front door this winter. The community noticed and appreciated our investment in Main Street, and traffic increased again. I firmly believe that the vitality of a community’s main street strongly indicates its overall economic health. As residents, we all benefit when our town’s business district thrives. I’m pleased to live in a community that joins us in celebrating when little improvements are made.
If, like us, a complete remodel isn’t feasible, consider making a list of improvements and prioritizing them. Starting with the storefront—where customers get their first impression—was the best decision we could have made. Small but strategic updates can yield significant results. Sometimes those changes are a new door or awning, but often a little elbow grease and a can of paint can prove substantial. Our experience proves that even incremental investments in your storefront can boost business, strengthen community pride, and contribute to a more vibrant local economy.
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