Whether physical or online, store facades play a powerful role in the success of a business.   It creates instant image, instant value and instant interest -- or disinterest.  A distasteful storefront can turn customers away or create a negative impression of the company.  In contrast, an appealing storefront can draw customers and encourage a happy, excited and expectant mood for those entering the place of business. If your storefront  isn't alluring, here are tips to help your improve it.

Physical Storefronts

Tailor physical signage to compliment your building space. The physical business location and architecture should dictate the size, angle, style and or orientation of a sign.  They dictate whether a logo is on a window, on a rooftop or  on a post adjacent to a major highway. They guide the choice of logo signage materials, as these materials should fit harmonious with the surrounding physical space. Ignoring the traits and limitations of location can result in a storefront with signs that are jarring and in poor taste.

Make a strong first impression with open signage.  Improvements in physical signage should go beyond simply main signs advertising the business logo and name. Open signs are crucial to creating an inviting atmosphere and initial  impression. Modern technology allows business owners to create animated, digital signs in vivid brand colors that can list products, menu items or services in addition to store hours.

Decorate to emphasize the business' personality.

Decorations outside and inside the store paint a tale about what the business' atmosphere is before a customer sets a foot inside. Windows, porches and even doors telegraph information to customers. So, all these features must coordinate for the purpose of setting a unified tone. Think about the rocking chairs and old fashioned doors at the local Cracker Barrel restaurant.

Emphasize your specialties.

Storefronts, through tools such as window displays, offer a chance to showcase the specific services or products that are your signature offerings.  Make sure the most popular items with the strongest demand are visible or referenced in anterior display areas.

Keep front aisles neat and well-stocked.  Don't forget front aisles can be seen by those approaching the store. They too contribute to the ever-important storefront impression. Never allow empty aisles or shelves to be seen.  Absence of product, messy aisles and broken display structures are negative introductions for any customer.

Reduce tackiness by tastefully  rearrangingsales signs to attract passersby without cheapening the store.. In addition to permanently affixed signage outside the store, temporary signs advertising sales or new arrivals are a major part of the storefront composite. These can easily be spied through the windows. Sales signs can often look cheap, clutteredor too poorly made to have a positive effect on customers.

Don't forget to use the parking lot, sidewalks and curbs to add character to your storefront. Outside curb appeal is an extension of your storefront.  Greenery, brick pavers, benches and trash can enhance or destroy the storefront's appeal. Some companies even use sidewalks and parking lots to preview merchandise, such as  during temporary events like sidewalk sales or long-term promotions  where swimming pools or playground sets are constantly sprawled outdoors.

Schedule regular maintenance to beautify the facade, including painting, sanding, washing, replacement of weathered materials and other seasonal repairs.

Digital Storefronts (Homepages)

Extend the brand identity connected to your physical store by creating a website header that incorporates the logo from the physical site. Many website themes have generic header images and fonts. . For stores that exist solely online, make sure the header is eye-catching and distinctive since it will be the main and initial point of contact for any visitors.

Make the most of space on the homepage by including as many customer-friendly features as possible -- without clutter. These include:  a shopping cart, downloadable items, coupon sections, an easy to navigate product menu, sales announcements (generally as the central focus), and images of the most popular goods along with their product description.

Willie Pena is a freelance writer, video producer, visual artist, and music producer. He prefers the Oxford comma. In addition to writing for firms such as IBM, Colgate, Transunion, Webroot and a multitude of private clients and websites, he also shoots, directs, and edits the hit celebrity web series “Teens Wanna Know”. Catch his rare blog posts on williepena.com, and connect with him on Google+, LinkedIn