5 Website Fixes Billboard Operators Should Make Before 2026
As someone who’s spent 30 years in the OOH space — from operations to sales and everything in between — I’ve seen firsthand how the role of a billboard company’s website has evolved. Today, your website isn’t just a digital brochure. It’s your salesperson, your pitch deck, and your first impression — all rolled into one.
Unfortunately, many operators are still stuck with outdated, clunky, or hard-to-navigate sites that leave money on the table.
Before 2026 arrives, here are five high-impact fixes every billboard operator should make — and why now is the time to do it.
- Make It Mobile-First (Not Just Mobile-Friendly)
85% of adults notice OOH ads, and the majority search for the company or advertiser later — usually on their phone. — Eskimi, 2022
Your next advertiser is probably looking at your site from their phone, not their desktop. If your site isn’t designed with mobile in mind, it may load slowly, display awkwardly, or hide key information.
Fix It:
Use responsive design with larger tap targets, scroll-friendly layouts, and compressed images. Better yet, test your site on multiple phone models — not just your own.
Bonus Tip: Google’s algorithm prioritizes mobile usability when ranking local businesses in search. So fixing this helps your SEO too.
- Turn Your Billboard Inventory into Clickable Listings
If your site doesn’t clearly show what you offer, advertisers won’t know where to start.
Too many OOH websites bury inventory under generic pages or PDFs. Advertisers want to browse your boards like they shop for homes — with maps, photos, and specs right at their fingertips.
Fix It:
Embed an interactive inventory map directly into your website — one that includes clickable pins, photos, and downloadable photo sheets for each location. This setup gives advertisers everything they need at a glance.
You can use tools like Google Maps integrations, Mapbox, or native CRM widgets, like Apparatix Mapping, to make this scalable and low-maintenance. The key is to give visitors the ability to explore your footprint visually and click into the details that matter — location, specs, and contact info.
Pro Insight: Research shows that embedding interactive maps significantly improves user engagement and makes location‑based offerings easier to explore — which in turn boosts conversion potential on inventory pages.
- Add Clear, Repeated Calls-to-Action (CTAs)
One of the most common issues we see: the “Contact Us” button is buried — or worse, missing from key pages.
Whether you’re targeting national agencies or a local business looking for their first billboard, make it stupid simple to reach you. Every scroll, every click should bring them closer to contacting you.
Fix It:
Add “Request a Quote” or “Book This Board” buttons prominently throughout your site — especially on inventory pages. Include a phone number and short form at the top and bottom of key pages.
Reminder: Conversion rates go up when you reduce friction. A short form with just name, company, and email often outperforms longer forms.
- Update Your SEO — Especially for Local Searches
46% of all Google searches are for local information. — Think With Google, 2023
When someone types “billboards in [your city],” are you showing up? If not, your competitors probably are. Most operators don’t realize how much ground they’re giving up by ignoring local SEO.
Fix It:
Make sure your home page and inventory pages include city names and relevant phrases like “billboard advertising in [City].” Add meta descriptions, optimize title tags, and set up your free Google Business Profile.
Pro Tip: AI-powered search is reshaping how people find vendors. Being listed, and clear, in structured data will matter more than ever by 2026.
- Build Trust Through Testimonials and Case Studies
73% of B2B buyers say customer testimonials make them more likely to trust a vendor. — TechStiks, 2023
In OOH, results sell. But too few billboard companies showcase success stories on their websites. Testimonials and simple case studies help prospective advertisers feel confident — especially if they’re new to outdoor.
Fix It:
Feature a rotating testimonial on your home page. Add a “Success Stories” section with 2–3 examples. Even a short blurb like “Our client ABC Auto saw 22% more foot traffic during their 4-week campaign” is powerful.
Bonus Tip: Include a headshot and job title from your testimonial source when possible. It increases credibility and engagement.
Final Thought: Your Website Should Work as Hard as Your Sales Team
Billboards are visible. Your website should be too. With small, focused updates, your site can go from an afterthought to a lead magnet.
At Graviss Marketing, we specialize in turning OOH websites into tools that drive revenue — not just look pretty. If you’re ready to modernize your digital presence before 2026, we’d love to help.
About Graviss Marketing
Graviss Marketing helps OOH operators build the digital presence, marketing systems, and sales tools they need to win more advertisers. With decades of OOH experience and a focus on digital innovation, we partner with operators to make sure their business stands out — on the road and online.
If you’d like to learn more about how we can help your company market smarter, visit http://www.GravissMarketing.com or emailinfo@gravissmarketing.com.
Let’s elevate OOH together
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