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The Do’s and Don’ts of Billboard Copywriting
Billboards demand quick, high-impact messaging that grabs attention and sticks with the viewer—often in just a few seconds. Unlike digital ads or TV commercials, outdoor advertising doesn’t allow for paragraphs of copy or detailed explanations. Instead, it requires clear, concise, and compelling wording that delivers instant brand recognition and action.
In this blog, we’ll break down the do’s and don’ts of billboard copywriting, including best practices for crafting high-impact messages in seven words or fewer.
Why Simplicity is Key in Billboard Copywriting
Drivers and pedestrians passing a billboard have five to seven seconds to absorb its message. That means every word must serve a purpose—no fluff, no wasted space.
A strong billboard message should:
✔ Be short (ideally seven words or fewer)
✔ Be easy to read and understand
✔ Have one clear message
✔ Include a call to action (CTA) when appropriate
✔ Align with brand identity
If the message is too long or complicated, viewers won’t process it in time, and the impact is lost.
The Do’s of Billboard Copywriting
1. Keep it Short and Impactful
The most effective billboards use concise language that is easy to process at a glance.
Examples:
- “Fresh Coffee. Next Exit.”
- “Voted #1 Pizza – Downtown.”
- “New Homes. Starting at $299K.”
Each of these messages gets to the point immediately, making them effective for fast-moving audiences.
2. Use Simple, Everyday Language
Billboards are not the place for complex vocabulary, industry jargon, or overly clever wordplay. The goal is clarity, not confusion.
Instead of:
“Exquisite artisanal pastries handcrafted for refined tastes.”
Try:
“Fresh-Baked Croissants. Main & 5th.”
The simpler the language, the faster it will be understood.
3. Prioritize Readability with Strong Fonts and High Contrast
The best billboard copy won’t matter if it’s hard to read.
- Use bold, sans-serif fonts that are clear from a distance.
- Opt for high-contrast colors (e.g., white text on black, yellow on blue) to ensure maximum visibility.
- Avoid script, cursive, or decorative fonts that can be difficult to read at high speeds.
4. Use a Clear Call to Action (CTA)
A great billboard message should prompt an action—whether it’s visiting a store, calling a number, or learning more online.
Examples of strong CTAs:
- “Call Today: 555-123-4567.”
- “Visit Our Showroom. Exit 22.”
- “Order Now at LocalBBQ.com.”
If the goal is brand awareness, a simple logo and tagline can be effective as well.
5. Make it Memorable with a Unique Hook
Some of the most successful billboards stick in people’s minds long after they’ve seen them. This can be achieved through:
- Clever phrasing (“Eat More Chicken.” – Chick-fil-A)
- A question that sparks curiosity (“What’s in Your Wallet?” – Capital One)
- A bold, unexpected statement (“This Ad Is Barely Legal!” – Law firm billboard near a courthouse)
The Don’ts of Billboard Copywriting
1. Don’t Use Too Many Words
Avoid: Messages over 7-10 words.
If a billboard takes too long to read, the audience will miss the message entirely.
Example of an ineffective billboard:
“Come visit our new location, now open with special discounts on all menu items every weekend!”
Better alternative:
“Now Open! Weekend Specials.”
2. Don’t Overload the Billboard with Contact Information
Billboards are not business cards. If people can’t quickly recall the essential info, too much detail is counterproductive.
Avoid:
- Listing multiple phone numbers (one is enough)
- Too many website links (keep it simple, like “Visit LocalGym.com”)
- Social media handles cluttered together (prioritize one, like “@LocalGym”)
3. Don’t Use Complex or Hard-to-Read Fonts
Decorative, script, or thin fonts decrease readability—especially for drivers. Stick to clean, bold typography that’s legible from a distance.
4. Don’t Rely on Fine Print
If details are too small, they won’t be read. Billboards need to communicate effectively from a distance, so every word should be large and clear.
5. Don’t Ignore the Billboard’s Surroundings
Some billboards are placed in visually cluttered environments, competing with other ads or city landscapes. If the copy is too subtle or blends into the background, the message may be lost.
Solution:
- Use contrasting colors that stand out against the environment.
- Consider spacing to avoid blending into nearby ads.
- Ensure placement supports the message (e.g., a “Turn Here” sign should be close to the turn).
Examples of Strong Billboard Copy in Action
Nike:
“Just Do It.”
(Short, inspiring, and brand-defining.)
McDonald’s:
“Billboard Smells Like Fries.” (Paired with a scent-diffusing billboard, this generated buzz and engagement.)
A Local Mattress Store:
“Your Wife Wants a New Mattress.” (Humorous, direct, and memorable.)
A Personal Injury Law Firm:
“Hurt? Call 555-123-4567.” (Immediate problem-solving CTA.)
Each of these examples follows best practices—they are short, clear, and effective while maintaining high readability.
Best Practices for Testing Billboard Copy Effectiveness
Before finalizing a billboard, consider testing the copy to ensure maximum impact:
- Readability Test:
- Print the message and place it across the room. If it’s hard to read from a distance, simplify it.
- Speed Test:
- Look at the billboard for five seconds. If the message isn’t instantly clear, rework it.
- Peer Review:
- Show the design to people unfamiliar with the brand. Can they understand it in seconds? If not, it may need simplification.
Final Thoughts: Crafting the Perfect Billboard Message
Effective billboard copywriting boils down to clarity, simplicity, and impact. The best billboards communicate quickly, stand out visually, and drive action.
By following these do’s and don’ts, businesses can craft high-impact outdoor advertising that engages audiences, reinforces brand identity, and delivers measurable results.
Effortless Outdoor Media specializes in designing billboards that make an impact—from copywriting to placement strategies.
Need help crafting the perfect billboard message?
Contact Bill Hobbs at Effortless Outdoor Media today for expert guidance on creating clear, engaging, and effective billboard campaigns.
“If you are in need of expert advice and knowledge about billboards in the Atlanta market, Bill Hobbs brings tremendous value.” | From Dan Jape, Owner of RELIABLE HEATING AND AIR.
