Front door: what should and shouldn't be there

Unless you own a business that has an iconic front door (i.e. Gothic church style, submarine portal, barn entry, etc.), you need to be more concerned about what goes on that open, blank canvas, greeting all those who enter, than your probably are. Here’s the basics:

Business basics. Name, address, phone number, and website address are essential. You don’t have to cover every inch of space, but you do need something letting people know they’re at the right place. Also, if there is a multitude of doors leading into your place, consider directing patrons to a certain door to funnel the experience each customer will have.

Branding marks. This could be anything from a logo to a tag-line used in all your promotions. Consistency is key and putting something on the door to reinforce your image is always a good idea. You can also set the stage for what customers can expect opening those door by using putting a fun phrase like “entering happiness...”, or something even cooler.

Hours of operation. Keep this as simple as possible. If you have odd hours which change constantly, I advise not making them the focus of the door, but have a switchable board to gives the day/week’s hours. You can also inform clients to check the website with the most up-to-date times.

Social media connections. One of the most neglected uses of the front door is displaying your business’ online affiliations through the different social media sites. Simply adding the Facebook “like” button to your front door will drive traffic to your online conversation and can turn into a more dedicated group of followers. Be sure to use location driven sites like Foursuare, Gowalla, or SCVNGR to let people know you reward loyalty. They are simple to set up and can give you the winning edge over other similar businesses in town.

Awards and affiliations. If your town has a best of award or a super active chamber of commerce, considered finding room on the door. Always remember that it’s what happens inside the business that matters most, not an award or affiliation that will keep people coming back. Get rid of all acclamations that are over a year old unless it’s nationally recognized, purely unique, or sequential.

Take every advantage of first impressions by having your front door be clean, well-organized, and helpful to the people who keep you in business. Any other suggestions or tips you’ve found to be beneficial in your business or organization connected to the front door?


Online Neighborhood