If there's one thing I’ve learned running a sign business here in New England—it’s that signage done right isn’t just an expense.

It’s an investment. And like any good investment, the return is only as solid as the strategy behind it.

I’ve seen too many folks throw money at flashy signs without much thought, only to find it didn’t move the needle. Others? They make smart, targeted choices and see their signage pay dividends—drawing in new customers, improving traffic, and strengthening their brand. So let’s talk plainly about where your money should go in 2025 if you’re looking to get serious ROI from your signage.

Start with Purpose, Not Product

Before diving into types of signs, let’s get one thing straight—strategy comes before style. Ask yourself:

• What do you need this sign to do?

• Who is it meant to reach?

• How will it be seen—walking by, driving past, inside a building?

These questions steer your decision and help avoid wasting money on signs that look nice but don’t actually do the job.

1. Digital Signage: A Smart Investment—If You Use It Right

Digital signage isn’t new, but it's finally matured to the point where small and mid-sized businesses can really take advantage of it.

I’ve installed these in retail shops, restaurants, lobbies—you name it. The ones that succeed are the ones that treat it like a tool, not a toy.

Where it pays off:

• Updating promotions without printing new signs every week
  

• Displaying testimonials or social media feeds for real-time credibility
  

• Attracting attention from the street, especially at night

Where people go wrong: Installing a screen and leaving it on the same static image for a year. That’s just a backlit poster.

Tip from experience: Keep your content fresh. If you’re not sure what to display, start with your best-selling items, most common questions, and simple directions.

2. Sustainable Materials: More Than a Trend

Eco-conscious signage isn’t just a buzzword—it’s a talking point customers notice. We’ve had more and more clients asking for signs made from reclaimed wood, recyclable plastics, and energy-efficient lighting.

I’ve used bamboo boards that hold up surprisingly well outside, and LED modules that cut energy usage significantly compared to traditional neon.

Bonus: Sustainable materials aren’t just better for the planet—they often last longer and reduce replacement costs.

If you’re building a brand that values sustainability (and most businesses should be), your signs are a great place to show it—not just say it.

3. Interactive Signage: Engage First, Then Sell

This one’s for businesses that want to turn signage into a customer experience. Think touchscreens, QR codes, NFC tags. We recently did a display for a showroom that let people explore custom options right on the sign itself.

What I love about this approach is it puts your customer in control—they choose what they want to learn, when they want to learn it.

Best uses I’ve seen:

• Menus that update based on time of day

• Real estate kiosks displaying available properties

• Museums or event venues with wayfinding and ticketing in one place

If you’ve got information overload inside your business, put some of it out front—clearly and interactively.

4. Wayfinding That Pays for Itself

Now, I get that directional signage doesn’t sound exciting. But hear me out—good wayfinding improves customer flow, saves staff time, and makes your business feel more polished.

I’ve worked on campuses, hospitals, warehouses, and retail spaces. When the signage is clear and consistent, customers move through the space with confidence. And when it’s branded properly? They remember your name.

Rule of thumb: If a customer has to ask where something is twice, your signs aren’t doing their job.

5. Strong Branding Is Always a Smart Play

This might sound obvious, but far too many businesses skimp here. Your signs are your brand’s first impression—and they’re often the only impression if someone’s driving by.

Invest in signage that looks and feels like your business. Custom fabrication, consistent fonts, bold colors—it all adds up to recognition and trust.

I’ve seen tiny shops bring in big business just because their signs stood out on a crowded street. That’s branding at work.

Calculating ROI Without Guessing

If you want to know whether your signage investment is working, track what you can. I always recommend pairing new signs with a trackable promotion or asking new customers how they found you.

Some signs your signage is working:

• Increase in walk-ins or call volume after installation
  

• Fewer people asking basic questions (your sign is answering them!)
  

• More social shares or reviews mentioning your storefront

And of course, if you’ve got a digital sign, use the analytics. Most platforms show you what’s getting the most views and interactions.

How to Invest Wisely This Year

Here’s what I tell business owners every week:

• Don’t buy what looks cool—buy what works for your space and your goals.
  

• Don’t do what your competitor did—do what makes sense for your brand.
  

• And if you’re not sure what to invest in, start small, track the results, and scale what’s working.

The best signage doesn’t just sit there. It earns its keep. It works for you—every hour of every day.

Visit us online at ProSourceSigns.com