7 signs that make a business look professional

And the 3 mistakes that make one look cheap. From a Salinas shop that has made signs since 1968.

You never get a second chance at a first impression, and for most businesses that first impression is a sign. These are the seven that do the most work, in the order we would put them up.

1. 1

   A storefront sign you can read from the road

   The rule of thumb is one inch of letter height for every ten feet of viewing distance. If a driver cannot read it from the street, it is decoration, not a sign.

2. 2

   A sign that is lit at night

   From November through January the sun is down by 5:30. An unlit sign says closed. Channel letters, a lit cabinet, or an LED retrofit of the sign you already have keeps you open after dark.

3. 3

   A monument sign at the driveway

   It catches people before they pass your entrance. It is also the sign your landlord and the city care most about, so it pays to get it right the first time.

4. 4

   Window graphics that say what you do

   Hours, services and a phone number in vinyl on the glass. It costs less than one missed customer and it works while you are closed.

5. 5

   ADA and room signs that pass inspection

   Restrooms, exits and suite numbers have specific rules for braille, contrast and mounting height. An inspector will check. The right sign is not more expensive, it is just correct.

6. 6

   Your vehicle

   Your truck sits in traffic every day. Even a pair of door decals turns it into a sign that moves. A full wrap turns it into a billboard.

7. 7

   A banner for the moment

   Grand opening, now hiring, holiday hours, a sale. A banner is printed in a day or two, goes up in minutes, and tells the street that something changed.

What makes a good business look cheap

• Letting it fade

  A sun bleached sign tells customers you stopped caring. Most sign faces can be replaced without replacing the structure, so a refresh costs far less than people expect.

• Skipping the permit

  Almost every exterior sign in Monterey County needs one. A sign that went up without a permit may not be allowed a repair later. We file the permit for you.

• Choosing by the number alone

  The cheapest quote often leaves out the permit, the installation or the electrical. Compare what is included, not just the total.