One of the most common questions we hear from businesses is:
“How do we get more footfall?”
It’s an understandable question. More people in town should mean more sales shouldn’t it? The reality can sometimes be a little more complicated. Footfall alone doesn’t pay the bills and often the businesses that perform best aren’t always those on the busiest streets, they’re often the ones that do the best job of turning passers-by into customers and customers into regulars.
The encouraging news is that there are many things a business can do to convert footfall into sales.
Footfall is only part of the story
Footfall doesn’t automatically equal sales. A busy Saturday doesn’t guarantee customers, and a quieter Tuesday doesn’t mean you can’t have a successful trading day. What matters is attracting the right people and giving them a reason to walk through your door.
Every potential customer is making dozens of decisions in just a few seconds. They’ll be asking themselves:
- What does this business sell?
- Does it look welcoming?
- Is there something that catches my eye?
- Do I need anything from here today?
- Is there a reason to go in?
If the answer isn’t immediately obvious, many people simply keep walking. Fortunately, small changes or actions can make a big difference.
15 Practical Ways to Increase Footfall and Turn More Visitors into Customers
1. Give people a reason to visit today
People often need a prompt to make a special trip. Think about what has changed this week:
- New arrivals
- Seasonal displays
- Product demonstrations
- Tastings
- Workshops
- Staff favourites
- Limited editions
- Product of the week
If nothing appears to change, regular visitors may assume there’s nothing new to see.
2. Make your shopfront work harder
Your window is your biggest advert. It is worth auditing the following regularly:
- Can people tell what you sell within three seconds?
- Is your best-selling product on display?
- Is your entrance clean, welcoming and inviting?
- Does your window change regularly?
- Would it make you stop?
If you’ve become used to your own display, ask someone who has never visited before for their honest opinion.
3. Don’t rely on social media alone
Social media is important, but your next customer may already be walking past.
Think about:
- A welcoming open door (where practical)
- A pavement sign
- Attractive displays
- Window posters
- Products outside (where appropriate)
Sometimes the best marketing is simply making people curious enough to come inside.
4. Create affordable little luxuries
During challenging economic times, spending habits often change. People may postpone discretionary expensive purchases, but they still look for small treats that brighten their day or feel like a reward. For one person that might be a coffee and cake. For someone else it could be flowers, a book, artisan chocolate, a scented candle or a locally made gift.
What’s the “little treat” version of what we sell?
Could you introduce:
- Lower-priced impulse buys
- Mini versions of popular products
- Gift-ready items
- Seasonal specials
- Small add-ons
- Entry-level services
Of course, some larger purchases can’t wait. Shoes wear out, appliances break, furniture needs replacing and businesses still need to invest in essential equipment.
When customers are making these bigger purchasing decisions, High Street businesses have an opportunity to stand out through expert knowledge, honest advice, outstanding customer service and building trust, qualities that online retailers can’t always match.
Sometimes today’s £10 customer becomes tomorrow’s £200 customer.
5. Tell the story behind what you sell
People remember stories far more than product descriptions.
Tell customers:
- Who made it.
- Why you chose to stock it.
- Whether it’s locally produced.
- What makes it different.
- The story behind the business.
People love buying from businesses with personality. This story doesn’t just have to be told in person, think about product decisions on your website, how you describe products and services on your social media. The more your story is told consistently, the more people understand and want to support your business.
6. Make your expertise visible
Independent businesses have one huge advantage over online shopping:
People!
Don’t assume customers know how knowledgeable you are.
- Share advice.
- Offer recommendations.
- Explain the differences between products.
- Solve problems.
Customers buy with much greater confidence when they trust the person serving them.
7. Make buying easy
Walk around your business pretending you’ve never visited before.
Can customers:
- Find what they need?
- Understand prices?
- Ask for help?
- Pay quickly?
Removing small frustrations often increases sales more effectively than attracting more visitors.
8. Don’t overwhelm customers
More choice isn’t always better. Too many options can actually stop people making a decision.
Instead:
- Highlight your best sellers.
- Create a Staff Picks display.
- Recommend your favourites.
- Group products together.
- Offer simple guidance.
Helping customers choose is excellent customer service.
9. Give customers confidence
People naturally look for reassurance before buying.
Show:
- Customer reviews
- Testimonials
- Awards
- Best Seller labels
When people see others enjoying your products, they’re often more confident buying themselves.
10. Create genuine reasons to buy now
People are more likely to act if they believe they might miss an opportunity.
This could include:
- Limited editions
- Seasonal products
- Workshops with limited spaces
- Small-batch products
- Time-limited offers
The key word is genuine. False urgency can damage trust.
11. Appeal to the senses
Shopping isn’t just visual.
Think about:
- Lighting
- Music
- Fragrance
- Product displays
- Samples
- Opportunities to touch or try products
A pleasant environment encourages people to stay longer, and the longer customers browse, the more likely they are to make a purchase.
12. Work with neighbouring businesses
Thriving towns are built through collaboration.
Could you:
- Recommend nearby businesses?
- Cross-promote on social media?
- Run a joint event?
- Create linked offers?
- Display each other’s leaflets?
Working together helps everyone and we have seen businesses in Dorking have great success by linking up.
13. Make Google work for you
Before visiting, many customers search online.
Make sure your Google Business Profile includes:
- Accurate opening hours
- Good photographs
- Website details
- Contact information
- Recent updates
- Customer reviews
It’s free and often one of the highest-return marketing activities you can do. See our guide to creating and managing a Google Business Profile here.
14. Make the most of what’s happening in town
Events bring people into Dorking. Help turn those visitors into customers by trying:
- Staying open during events where possible.
- Decorating your window.
- Creating themed products.
- Offering event-related promotions.
- Sharing town events on your own social media.
Visitors experience the town as a whole, not just individual businesses.
15. Keep experimenting
Marketing isn’t about finding one magic answer.
Try something.
Measure what happens.
Keep what works.
Adapt what doesn’t.
Small improvements made consistently often have a much greater long-term impact than one expensive advertising campaign.
Quick Wins Checklist
You don’t need to implement everything at once.
Why not choose 2 or 3 things to do over the next month? You can download this checklist here to print out.
☐ Walk past your own shop and honestly assess your window display.
☐ Update your Google Business Profile with new photos and accurate opening hours.
☐ Ask three happy customers to leave a Google review.
☐ Refresh your window display.
☐ Introduce one new lower-priced “little treat” product or service.
☐ Share the story behind one of your products on social media.
☐ Highlight your three best-selling products.
☐ Add “Staff Favourite” or “Best Seller” signs.
☐ Speak to a neighbouring business about a joint promotion.
☐ Review your shop layout from a customer’s perspective.
☐ Check that prices are easy to see.
☐ Add one new seasonal display.
☐ Create a reason for customers to visit this week.
☐ Encourage staff to greet every customer warmly.
☐ Try one new idea and measure the results.
The Bottom Line
Successful businesses don’t always have the biggest marketing budgets or the busiest locations. They focus on understanding their customers, making shopping enjoyable, removing barriers to buying and creating experiences people want to repeat.
Footfall matters. But what matters even more is giving people a reason to stop, a reason to come in, a reason to buy and a reason to come back. Those small actions, repeated consistently, are what turn busy streets into thriving businesses.
If you want any advice or help in implementing any ideas just let us know, we love to help!
