Signpost is a small business customer communication and review platform. Here is what it does well, where it falls short, and what to consider if you need a more complete local SEO solution.
Signpost has built its product around small business customer communication, combining marketing automation, review requests, and customer engagement in a single platform. If you're evaluating it, you're probably a small service business looking to automate customer follow-ups and grow your online review profile.
Here's the straightforward assessment.
Signpost's core value proposition is marketing automation for small businesses, it automates customer follow-ups, review requests, and repeat business outreach in a way that requires minimal ongoing attention from the business owner.
The platform is genuinely easy to set up and run. For a small service business with no dedicated marketing staff, having a system that automatically follows up with customers, asks for reviews, and promotes specials to past clients adds real value without requiring ongoing management.
Signpost's genuine strengths:
📊 Flento Data: Small businesses with automated customer re-engagement campaigns see 22% higher repeat visit rates than those relying on word-of-mouth alone. Platforms that enable this automation, including Signpost, deliver measurable value for repeat business generation.
Signpost is primarily a marketing automation and review management tool, it doesn't address the technical local SEO signals that determine Google Maps ranking position.
Key gaps:
No GBP optimization: Signpost doesn't help you monitor or improve your Google Business Profile. GBP completeness, photo freshness, and post scheduling aren't part of the platform.
No citation management: NAP consistency across directories is a fundamental ranking signal that Signpost doesn't address.
No local keyword rank tracking: You can see your review performance, but not where you rank on Google Maps for your primary searches.
Focus on existing customers: Signpost's automation is heavily oriented toward marketing to your existing customer base (re-engagement, repeat business). Local SEO is about acquiring new customers who have never heard of you, a fundamentally different goal.
Pricing: Signpost's managed service model adds cost for businesses that prefer to manage their own campaigns.
| Feature | Signpost | Flento |
|---|---|---|
| Review request automation | Yes | Yes |
| Marketing automation (re-engagement) | Yes (core feature) | No |
| Customer list management | Yes | Basic |
| Email marketing to past customers | Yes | No |
| Review monitoring | Google, Facebook | Google, Facebook, Yelp+ |
| Review response tools | Basic | Yes, with AI templates |
| Google Business Profile optimization | No | Yes |
| Citation management | No | Yes (50+ directories) |
| Local keyword rank tracking | No | Yes |
| Multi-location management | Limited | Yes |
| White-label for agencies | No | Yes |
| NAP consistency auditing | No | Yes |
Signpost is well-suited for single-location service businesses focused on growing repeat business from their existing customer base. It's a weaker fit for businesses focused on new customer acquisition through local search.
Consider a Signpost alternative if:
Signpost may be a good fit if:
Flento focuses on the signals that drive new customer acquisition through Google Maps, the channel that brings in customers who have never heard of your business.
What Flento delivers that Signpost doesn't:
New customer acquisition signals: GBP optimization, citation management, and rank tracking directly influence whether new customers searching "your service near me" find you, or find your competitor.
Rank visibility: See exactly where you rank on Google Maps for your primary keywords. This is the metric that connects your local SEO investment to new customer outcomes.
Citation management: Fix the NAP inconsistencies that often hold back rankings regardless of how many reviews you have.
Complete GBP management: Keep your listing complete, active, and optimized, the foundation of local search visibility.
For businesses where new customer acquisition through local search is the primary growth lever, Flento's tools address the signals that matter.
Is Signpost good for home service businesses? Yes, home service businesses with recurring customers (HVAC, cleaning services, lawn care) benefit from Signpost's re-engagement and loyalty campaigns. The question is whether repeat business or new customer acquisition is your primary growth goal.
Does Flento have email marketing features? No. Flento focuses on local SEO management, GBP, citations, reviews, and rank tracking. For email marketing to existing customers, a dedicated email marketing platform or a tool like Signpost is more appropriate.
Can I use Signpost for marketing and Flento for local SEO? Yes. These tools serve different purposes. Signpost for customer retention and email marketing; Flento for local search visibility and new customer acquisition through Google Maps.
Does Flento have a free trial? Yes. Start a free trial at flento.io without a credit card.
What's the main difference in results between Signpost and Flento? Signpost is optimized for repeat business from existing customers. Flento is optimized for new customer acquisition through Google Maps. They solve different parts of the customer acquisition problem.
