Convincing Advertisers To Use Fewer Words On Their Billboards
If you’ve ever worked with a client who insisted on cramming every detail about their business onto a billboard, you’re not alone. They want the address, phone number, website, business hours, and service they offer, as well as a coupon code.
But here’s the truth: billboards aren’t brochures. They’re drive-by storytelling.
Let’s break down why less is way more when it comes to billboard copy—and how to help advertisers see the light.
1) Ask Them This Simple Question
Next time a client wants to list all their contact info on a billboard, ask them:
“When was the last time you actually called a phone number off a billboard?”
They’ll probably pause… then laugh a little because the answer is rarely ever.
These days, if someone is interested, they’ll Google the business. So instead of overwhelming people with phone numbers, addresses, and “find us on Facebook,” encourage your clients to focus on one thing: being memorable.
2) Show, Don’t Just Tell: Example Time
Here’s how it usually starts:
What they want:
Joe’s Auto Repair
123 Main Street, Springfield
Open Mon–Fri 8am–6pm
Call (555) 123-4567
www.joesautorepair.com
We fix brakes, engines, transmissions, AC & more!
Family owned since 1985
Now imagine someone driving by that at 55 mph. Good luck catching all of that.
What we recommend:
Joe’s Auto Repair
Trusted Since 1985
joesautorepair.com
Boom. It still tells you who they are, builds credibility, and gives one easy way to connect. The viewer doesn’t need a checklist—they need a reason to remember you.
3) What Makes a Billboard Work
Here’s the billboard design version of “keep it simple, stupid”:
Lead with ONE message – What’s the main thing you want someone to remember?
Use 7 words or less – If they can’t read it in 3 seconds, it’s too much.
Go big and bold – Make the text legible from a distance.
High contrast wins – Skip the pretty-but-soft color combos. Visibility is key.
One clear CTA (if any) – Website or brand name. Not both. And not six other things.
4) Less Text = More Impact
Every extra word competes for attention, and on a billboard, attention is gold. Viewers aren’t going to pull over and take notes. They’ll glance. Maybe smile. Maybe Google it later.
That’s the whole goal: make your message stick long enough to spark action.
So, next time you’re working with a client who wants to turn a billboard into a business card, help them focus on what really matters. Clean, clear, creative.
