For small business owners across Western Pennsylvania, billboards are a powerhouse in capturing attention. From Pittsburgh to Erie and everywhere in between, potential customers pass by daily on the highways.
But here’s the catch: billboards need a purpose beyond just looking good. They need a strong call-to-action (CTA) to move the needle from just being seen to actually driving customer engagement and sales.
In this blog, we will explain why a strong CTA on a billboard is important for small businesses. We’ll also share practical ideas to help you boost engagement and conversions from your outdoor ads. So if low engagement and conversion rates have left you frustrated, let’s make sure your billboard gets the attention it deserves!
Why Do CTAs Matter in Billboard Advertising?
Drivers in Western Pennsylvania, like in many places, are always on the go. They navigate traffic on the Turnpike, take scenic routes, or face Pittsburgh’s famous tunnels and bridges. With only a few seconds to capture their attention, every word and image on your billboard counts.
An effective CTA tells people exactly what you want them to do next, making it easy for them to respond without second-guessing.
A CTA helps potential customers engage with your business. It encourages them to visit your website, call you, or come to your store.
For small businesses, every customer matters. A clear and direct call to action can change a quick look into a real interaction or sale.
Common Billboard CTA Pitfalls
Before jumping into the best CTAs for billboards, let’s look at some common mistakes that might be causing low engagement or conversion:
1. Vague Language: Words like “Check Us Out” or “We’re Here for You” don’t offer a clear next step. A strong CTA should have urgency and specificity.
2. Cluttered Design: A busy billboard is hard to read, especially for drivers on the go. If you pack your billboard with images and text, you will lose your CTA.
3. Unclear Contact Information: If viewers don’t know how to follow up after seeing your billboard, the message is as good as lost. Including a contact method, like a phone number, website, or location, is key to a complete CTA.
Billboard CTA Ideas Tailored for Western Pennsylvania
Now that we’ve covered what not to do, let’s dive into specific CTAs that can help drive engagement and conversion for small businesses in Western PA.
1. “Call Now for a Free Quote! (XXX-XXX-XXXX)”
- Perfect for: Service-oriented businesses like home improvement, roofing, plumbing, or pest control.
- Why it works: Western PA has a high demand for service industries, and when a need arises, people tend to look for quick solutions. A phone number and a “Call Now” CTA make it easy for drivers to engage immediately.
- Tip: If possible, use a memorable phone number. Catchy numbers can help people remember it long enough to make the call, even if they don’t dial right away.
2. “Text [KEYWORD] to [NUMBER] for Exclusive Deals!”
- Perfect for: Restaurants, retail stores, or specialty shops wanting to drive foot traffic or online sales.
- Why it works: Texting a keyword is quick, and it appeals to people who love discounts or exclusive access to promotions. This CTA allows you to collect contact information for follow-up marketing.
- Tip: In areas with heavy traffic (like on I-376 or I-79), make sure the keyword is simple and the number is short. Keep the offer clear and immediate — for instance, “Text PIZZA to 12345 for 10% off your next order!”
3. “Find Us Off the Next Exit for Local Treats!”
- Perfect for: Local eateries, farmer’s markets, or specialty shops near highways and exits.
- Why it works: This CTA is especially powerful for businesses near major routes like I-76 or I-80. Many drivers are likely passing through or in search of a break, so a clear indication of location makes stopping by an easy decision.
- Tip: Pair this CTA with visuals of your best-selling items, like freshly baked donuts or farm-fresh produce, to create instant appeal.
4. “Snap a Pic & Tag Us! #YourBizPA”
- Perfect for: Attractions, restaurants, or local shops with Instagram-worthy storefronts or displays.
- Why it works: Social media CTAs encourage interaction beyond the moment, turning viewers into advocates. Asking customers to tag your business on social media can also create free exposure and attract a broader local audience.
- Tip: Use a specific hashtag for the campaign, like #BestCoffeePittsburgh or #DiscoverEriePA. This makes it easy to track engagement and gather user-generated content.
5. “Visit Us Online at www.YourBusiness.com”
- Perfect for: Businesses offering online sales, such as boutiques, gift shops, or services with a digital presence.
- Why it works: A simple URL CTA directs potential customers to your website, which can be a one-stop shop for those seeking more information.
- Tip: Keep the URL short and memorable. If you’re promoting a specific service or sale, use a subdomain or landing page for easy tracking (e.g., www.YourBusiness.com/SpecialOffer).
6. “Bring This Ad for 15% Off Your First Purchase!”
- Perfect for: Retail shops, gyms, or any business that benefits from foot traffic.
- Why it works: Offering a discount with proof of seeing the ad incentivizes customers to follow through. It’s a smart way to make a billboard work as a physical coupon, trackable by how many people mention it in-store.
- Tip: Emphasize urgency with a limited time frame, like “This Week Only,” to encourage immediate visits.
Enhancing Your Billboard CTA with Design
Your billboard CTA may be powerful, but design plays a crucial role in making sure it stands out. For busy Western PA highways, here’s how to create an eye-catching design:
Bold, Contrasting Colors: Use colors that contrast with each other to make your CTA pop. Reds, blues, and whites are especially effective, as they are easy to see from afar.
Readable Fonts: Choose simple, bold fonts that are readable at high speeds. Drivers won’t have time to decipher fancy scripts or decorative fonts.
Highlight the CTA: Ensure the CTA is the most prominent part of the billboard. Use arrows, bold borders, or highlighting to make it clear where viewers’ eyes should go first.
Measuring Success: How to Know if Your CTA Is Working
Implementing a CTA is a great start, but how do you know it’s effective? Here are some strategies to measure CTA success:
1. Track Unique URLs and Coupon Codes: If your CTA includes a URL or discount code, you can monitor how often it’s used. For example, “Visit www.YourBiz.com/Special for 20% off” can give insights into engagement specifically from the billboard ad.
2. Ask Customers: Train your sales team to ask customers where they heard about your business. If people mention “the billboard” often, that’s a good indicator it’s working.
3. Utilize Call Tracking: Consider a dedicated phone number just for billboard campaigns. This allows you to directly track how many calls come from that specific CTA.
4. Monitor Social Media Engagement: If your CTA involves tagging or a hashtag, keep an eye on your social media platforms. Measure engagement from local users to see if people are responding.
Wrapping Up: Get Your Billboard’s CTA to Work Hard for You
With the right Call To Action, your billboard can be more than just a nice message. It can be an invitation, a guide, or a direct link to your business.
Small businesses in Western PA can reach local traffic and tourists with CTAs aimed at people on the move.
Ready to boost engagement and conversions? Penneco Outdoor Advertising can help create a billboard campaign that connects with your audience.
Let’s make sure your next billboard gets remembered!