Since the JJ Hill Library plugged it, how can I not?
If you run a retail shop or have an office to meet with clients, what's the first thing your customers see when they get to your location? Your sign! So you want to make sure it presents the same good face for your business as you do.
The What's Your Signage? site includes articles detailing the importance of signage to a business and provides background on the elements of a well-designed sign. You can use this information to become an informed partner with the sign-maker of your choosing, or use the site's manufacturer locator to find recommendations.
What's the most important thing a good sign will do for your business? Reassure your customers that they've found the right place.
My reluctance to promote this is a function that this is product of the NYS Small Business Development Center, where I work, and I didn't want to seem self-serving. Well, if it's good, it's good.