SignFlow
X2 Volumes in 5 months
American Small-sized Sign Company, 2024
The challenge
Establishing a reliable system to capitalize on online opportunities
Securing a consistent stream of new outbound clients
Achieving a high conversion rate while minimizing manual sales efforts
The result
Expanded and diversified client base
Added a new source for sign projects, creating a more stable revenue stream
Doubled manufacturing and installation volumes within just five months
What you can learn from this case study
Why precise location targeting can make or break your campaigns
How calling leads back immediately boosts conversion rate
How to expand your service offerings
Introduction
A small, 2-3-man-operated sign company with order sizes ranging from $1.5k to $15k. The business relied heavily on word-of-mouth and repeat customers, leaving it vulnerable to the natural ebb and flow of demand.
The year was marked by predictable cycles: slow seasons in the second half of summer contrasted with hot seasons in fall, when demand for business signage surged. Fall also saw increased demand for manufacturing alongside installation. This uneven workflow made it difficult to maintain a steady revenue stream.
The company outsourced awning and canopy production to another shop, while banners and most signs—except for complex LED ones—were made in-house. As a small company, the business owner struggled to find time to explore online opportunities, let alone implement them effectively.
Campaign Management
Several variables needed to be nailed down to ensure success: targeting the right geography to exclude low-income areas, selecting effective keywords, optimizing bidding strategies, and—last but not least—developing a resonating landing page (where ad clicks lead).
Low-income areas with poor living conditions are a specific challenge in the U.S. (and Toronto, Canada). Excluding these areas was essential to avoid draining the budget, as the business was charged for every ad click, regardless of quality.
Several keyword strategies were tested to undercut competitors successfully. However, the local market was highly competitive, requiring ongoing adjustments. These changes also influenced tweaks to the landing page, ensuring it aligned with what potential customers were looking for. A 10%+ CTR (click-through rate) alone wasn’t enough—the landing page also had to convert. Improved phrasing and a refined call-to-action (CTA) arrangement achieved a 6% conversion rate. Additionally, the offer itself was polished with the business owner to maximize appeal.
Dealing With Phone Calls
Ensuring quick pickup and callback times was a challenge, especially early in the collaboration. As part of the basic package, we implemented several text message and email automations using the SignFlow platform. One automation, the notification sequence, was particularly effective, significantly reducing delays and boosting the conversion rate by approximately 48%.
On a monthly basis, we reviewed the closing process in-depth, analyzing lead quality and sharing tips on sales. This helped refine the sales rep’s closing skills. Interestingly, one phone call lead even connected the business to an overseas sign manufacturer, enabling a lucrative LED sign installation project.
Frameworks
When we take on the challenge of adding a new client acquisition system, we follow our unique framework. The truth is that ads alone cannot maximize the return on investment. A systematic approach to the other moving parts of the campaign is essential to unlocking the full potential of the ads.
We believe that preparation, advertisement, nurturing, closing, and post-sale communication must all work together to achieve profitability. Our holistic approach and deep understanding of sign manufacturers and installers deliver the best possible results.
Conclusion
Success in the sign installation and manufacturing industry comes from more than just hard work—it requires a well-structured approach to client acquisition, marketing, and operational efficiency. By refining targeting, streamlining lead follow-up, and optimizing every touchpoint, this small business doubled its project volume in just five months. With a combination of strategic planning, automation, and collaboration, even the smallest teams can achieve sustainable growth and create new revenue opportunities.
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