Website vs. Phone Number on Billboards: What’s Best for Your Brand?

When you're planning a billboard ad, one of the biggest questions you'll face is: “Should I include a website, phone number, or neither?”

It seems simple, but your choice here plays a big role in how effective your billboard will be. After all, a billboard only gives you a few seconds to make an impression—so what you choose to include matters.

This blog post breaks it all down. We’ll walk through:

• Who should use a phone number, a website, or neither
• What situations call for one over the other
• Where and when it makes sense to include contact info
• How to make your message stick
• And most importantly, why this decision affects your ad’s success

Let’s help you get the most out of your billboard investment—by making sure your audience gets what they need at a glance.

Why the Choice Matters

You only get a few seconds—literally 3 to 5—to grab someone’s attention as they drive or walk by your billboard. That’s it.

So every word, image, or piece of information needs to earn its place.

If your billboard is cluttered with too many details (like long phone numbers, full web addresses, and small print), chances are… no one will remember it.

But if you get this right—your message, your call to action, and how people follow up—you can turn quick glances into real leads and sales.

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What’s the Goal of the Billboard?

Before deciding what contact info to include, ask this simple question:

👉 What do I want people to do after they see this ad?

Do you want them to:

• Call you right now?
• Visit your website and learn more?
• Remember your brand name until they’re ready?
• Find you on Google later?

The answer helps determine what works best and what kind of contact info you should (or shouldn’t) include.

Let’s break it down.

Option 1: Using a Phone Number on Your Billboard

✅ When to Use It:

• You offer services that require direct contact (plumbing, legal, medical, HVAC, roofing, etc.)
• You’re targeting people who are ready to take action immediately
• Your phone number is short, memorable, and easy to read
• You rely on phone calls as your primary lead generation method

❌ When to Avoid It:

• Your phone number is too long or hard to remember
• Your service requires research before people call
• You’re aiming for brand awareness more than direct response
• The phone number clutters the design or competes with more important messaging

👍 Pro Tips:

• Use a vanity number if you can (like 1-800-GOT-JUNK or 918-CALL-NOW)
• Make sure it’s big and bold—legible from far away
• Don’t include area codes unless necessary (local audiences usually know it)
• If you must include a number, keep it secondary to your brand message

📈 Example:

“Roof Leaks? We Fix It Fast! Call 918-FIX-ROOF”

This makes sense for an urgent service like roofing—people might call right away.

Option 2: Using a Website on Your Billboard

✅ When to Use It:

• You want people to learn more about your brand, service, or product
• You have an e-commerce site or online appointment system
• Your site URL is short, branded, and easy to remember
• Your audience is more likely to Google or browse than make a call

❌ When to Avoid It:

• Your web address is long, clunky, or confusing (like mycompany12345.net)
• Your target audience isn’t tech-savvy or prefers calling
• You don’t have a clear next step for people visiting your site
• The website takes attention away from your core message or image

👍 Pro Tips:

• Use short, branded domains (like YourName.com or VisitTulsa.org)
• Avoid including http:// or **www.**—just the domain name is fine
• If your brand is well-known, you may not even need a full URL
• Consider creating a vanity landing page for tracking (like TryWhistler.com)

📈 Example:

“Discover Homes You’ll Love Visit PrestoTulsa.com”

Perfect for a home conversion or real estate service—encouraging people to learn more at their own pace.

Option 3: Not Using Either

Surprised? Sometimes, less is more.

In certain branding campaigns, leaving off both the website and phone number actually makes the billboard more memorable.

✅ When to Consider It:

• You’re building brand awareness (not pushing a direct sale)
• Your brand name is unique and easy to Google
• You want your message to stick emotionally, not just logistically
• You’re confident your audience will search you later

❌ When to Avoid It:

• You need people to take immediate action
• Your brand is unknown and hard to spell or find online
• You don’t have a strong Google presence or SEO
• You’re in a highly competitive space and can’t rely on searches

👍 Pro Tips:

• Use one bold message and nothing else
• Make sure your brand name is clear and searchable
• Pair it with other campaigns (radio, online ads, etc.) for follow-up

📈 Example:

“Live Better. Choose Whistler.”

This could spark curiosity and push people to Google “Whistler” to learn more—if the brand is known enough or supported by other advertising.

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Comparing the Three Approaches

Criteria	Phone Number	Website Address	Neither (Brand Only)
Best For	Urgent services	Research-driven decisions	Brand awareness
Response Type	Immediate call	Learn more at own pace	Search or recall later
Design Simplicity	Medium	Medium	High
Memorability	High if catchy	High if short/clean	High if branding is strong
Tracking Leads	Easy with call tracking	Easy with UTM URLs	Harder, indirect

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So… Which Should You Use?

There’s no “one-size-fits-all” answer. The best choice depends on your audience, your offer, and your marketing goals.

Here’s a simple way to decide:

✔️ Use a Phone Number If:

• You need direct leads fast
• Your audience is less likely to search online
• You have a short, memorable number

✔️ Use a Website If:

• Your customers usually do research before contacting
• Your site is well-optimized and easy to use
• Your brand name isn’t instantly recognizable

✔️ Use Neither If:

• You’re doing a long-term brand awareness campaign
• Your audience already knows how to find you
• You’re pairing the billboard with other campaigns (radio, online, etc.)

Bonus Tip: Track Your Billboard Performance

No matter what you put on your billboard—phone, website, or neither—you should track performance. That’s how you know if it’s working.

Here’s how:

• Use call tracking numbers (different from your usual line)
• Set up unique landing pages for your billboard ad (like GetRoofNow.com)
• Track direct traffic spikes around your campaign launch
• Ask every lead how they found you—simple but effective

This feedback loop helps you make smarter decisions for your next billboard campaign.

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Final Thoughts

At the end of the day, billboard advertising is about simplicity and impact.

You don’t need to overload your audience with everything you offer—you just need to give them one clear reason to remember you and one simple way to take the next step.

So whether you go with a bold website, a catchy phone number, or just your brand name—make it count. Make it stick. And make sure it speaks to the people you’re trying to reach.

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Need help designing a billboard that works? Whistler Billboards can help you plan your message, pick the perfect location, and track real results. Let’s build a billboard campaign that works for people first—and delivers real ROI.

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