The New Sign Buyer’s Journey

IT USED TO BE that if someone needed a sign or some brochures printed, they’d flip through the Yellow Pages or ask a friend for a recommendation. But the way customers make buying decisions these days has changed dramatically — especially for small sign and print shops trying to win local business.

Today’s buyers are doing more of the research themselves, and they’re doing it online, as we all know by now. By the time they call or email your shop, they likely have already visited your website, read your Google reviews, checked out your social media and compared you to your competitors. That means the traditional “sales funnel” we all grew up with has become more of a self-guided maze.

Start Where the Search Begins

Most buying journeys now start with a simple online search. If someone types “vehicle wraps near me” or “local banner printing” into Google, will your business show up? And if it does, will they click through?

That’s where your Google Business Profile becomes a powerful tool. Make sure your profile is fully filled out, with current photos of your work, accurate business hours, and a link to your website. This is your first impression, and it matters. Yes, I know, it’s torturous to deal with Google in the setting up of this. You practically have to pledge your firstborn to get Google to approve your page. And this is not a “one and done” scenario either. Once you’ve got this up and running, you need to monitor and update it. The Google gods will reward you if you make the necessary sacrifices, though.

Build Trust Before They Contact You

Once a potential customer lands on your website, they’re looking for two things: proof that you can do what they need, and reassurance that you’re easy to work with. A clean, modern site (say, from this decade) with examples of your work, short testimonials and clear contact information goes a long way. Don’t make them conduct an Easter egg hunt to find your address and phone number — have it clearly on your home page as well as all of your other pages. Bonus points for having a short “About Us” section with a photo of you or your team — people want to know who they’re dealing with.

Also: make sure your site is mobile-friendly. Many customers are browsing on their phones while sitting in their cars, waiting in line or multitasking. If your site is hard to read or navigate, they’ll bounce. Test it on both iPhone and Android to make sure it works on multiple devices.

Reviews Are the New Word-of-Mouth

Online reviews have become one of the most trusted forms of marketing. If you’re not actively asking customers to leave reviews on Google, you’re missing a big opportunity.

Don’t worry about being pushy — most people are willing to leave a review if you make it easy and ask nicely. A quick follow-up email after a completed job can do the trick.

And yes, you might get a negative review occasionally. That’s OK. The key is how you respond. A calm, professional reply shows that you care about customer service, which can be even more powerful than a five-star rating. I for one rarely trust a company that has nothing but 5-star reviews. In reality, you’ve likely pissed someone off at some point in time, and people expect that.

Show Up Early in the Decision-Making Process

Today’s customers are making decisions faster — but only after doing more research than ever before. By the time they call or email, they may already have a favorite. Make sure it’s you.
That means having a digital presence that builds trust, answers questions and shows off your best work — before you even know they’re looking.

AI Pro Tip of the Month:

Use ChatGPT or a similar AI tool to write a short, polite message you can send to customers asking for a Google review. Just give the AI a prompt like, “Write a friendly, professional message asking a happy customer to leave a Google review for our sign shop.” You can even ask it to generate multiple versions so you’re not sending the same message every time.