Should lawyers advertise on billboards?

Only if you have a 1-800 vanity phone number, because billboards are a branding tool. People will only remember the most prominent word or image on the board.

What type of advertising should billboards be used for?

Billboards are a branding tool and are generally not used for direct response advertising. However, billboards will substantially increase the effectiveness of direct response advertising.

Personal Injury lawyers need direct response advertising (where someone calls when responding to your advertising). Injury lawyers should consider using billboards while also advertising with direct response media such as TV or radio.

Advertising on billboards without a vanity phone number and without TV or radio advertising will produce NO calls.  Adding 1-800-HURT-911 on billboards but without TV or radio has shown to bring in enough calls to pay for the billboards and more, but considerably less than TV.  The reason to advertise 1-800-HURT-911 on billboards is that it will substantially increase results from TV and radio.

If you’re a lawyer advertising on billboards without a 1-800 vanity phone number, you’re wasting your money. No one can remember a numeric number they see on a Billboard.

What are the benefits of billboards?

  • Billboards can’t be ignored by the viewer
  • Billboards are a static image which stays in the viewer’s mind
  • Billboards make a huge impact creating substantial branding
  • Continuous exposure to drivers traveling the same route twice a day every day
  • Will substantially increase the effectiveness of direct response advertising

According to Clear Channel, the average viewing time is only 5 seconds and less than 7 words is recommended for the title (see also The Six Basic Rules of Billboard Advertising and Outdoor Advertising Design Tips with some great design tools).

With 1-800-HURT-911, you can get your message across in 1 second.  Look at the billboards below and ask yourself which ones would you spend your money on.

1-800-HURT-911 can be read, understood and remembered in a 1 second glance!
billboard car accident HURT911Image showing 1-800-HURT-911 lawyer advertising billboard

lawyer advertising vanity phone number 1-800-HURT-911 on a Billboard

Train sign HURT911

Can you remember this lawyer’s phone number in the time it takes to pass his billboard in 5 seconds at 65 mph? All I would remember is a red face and a dark suit.  One call, but what’s the number?  How about No Calls, That’s it?
image showing a lawyer advertising on a Billboard without a vanity phone number

Compare this! and don’t hire me from my billboard!
Image showing a confusing lawyer Billboard

All I see and remember is We Care!  Because “We Care” stands out and they don’t use an 800 vanity phone number, no one will notice or remember their name and certainly not their phone number.  Do you care?
Image showing a lawyer's billboard emphasizing We Care

Read this article by Gerry Oginski of The Lawyers’ Video Studio about a Billboard he saw.

1-800-HURT-911 branding on a race carbranding on race car