We talk a lot about planning, placement, and creative when it comes to out-of-home (OOH) campaigns. But there’s one piece that gets overlooked way too often: the landing page.
In this episode of Beyond the Billboard, Charlie Riley sat down with Tas Bober, Founder and President of The Scroll Lab, to talk about what happens after the click, scan, or visit. Because if your landing page isn’t working… none of the creative or media strategy really matters.
Tas is known for calling it like it is. She’s funny, sharp, and real about what actually drives conversions. And in this episode, she delivers a masterclass on how to think about landing pages before you even design the billboard.
Watch the full episode here.
Here’s what stood out.
Start With the Landing Page, Not the Ad
Most campaigns start the same way: you come up with the concept, build the creative, and then scramble to get a landing page in place.
According to Tas? That’s backwards.
“Your landing page is the hub — not the ad,” she said. “You build that first. That’s where the story lives. Then you create the ad variations from that same message.”
It’s a smart shift. Instead of building dozens of fragmented pages to match every creative idea, you start with a single high-converting page and build your campaign spokes from there.
Why Your OOH Campaign Needs to Earn the Click
With digital ads, you’ve got space to explain. But out-of-home? You’ve got seven words. Maybe ten.
That’s not a lot of room to make your case — which is exactly why your follow-through matters. Tas emphasized that OOH campaigns have to be backed by landing pages that match tone, message, and value.
“You can’t run a brand ad that sparks curiosity, then send someone to a generic homepage that doesn’t connect to what they just saw.”
Your billboard might say “Background checks in 3 minutes, not 3 weeks.” But if your landing page doesn’t continue that message, you’ve lost momentum.
Her Process for Building Campaigns That Convert
Here’s how Tas maps it all out — and how you can do it too:
1. Build a conversion-focused landing page first
- Clear headline with value, not buzzwords
- Subheadline that expands the problem or outcome
- Eyebrow copy to add context (like your category or target persona)
- Social proof and FAQs to overcome objections
- CTAs that match the ad promise
2. Extract creative variations
From one high-performing landing page, you can pull multiple angles:
- Speed (“3-minute background checks”)
- Accuracy (“Trusted by 1,000+ HR teams”)
- Value (“More hires, less waiting”)
Each of those can be turned into its own billboard, poster, or wrapped car — all pointing to the same landing page or vanity URL.
3. Use simple, memorable URLs
- Skip QR codes unless you’re targeting foot traffic
- Use short, relevant redirects like:
company.com/hirefaststorylane.com/demoplatform.com/reviews
Don’t Let Design Outweigh Clarity
Another killer tip from Tas? Copy > design.
Yes, design matters. But if your messaging isn’t clear, none of it matters. Most landing pages are packed with jargon, vague promises, or long-winded intros.
“If my 6-year-old can’t tell me what your product does after reading the first line… you’ve lost.”
Simple wins. Eighth-grade reading level or below. Clear hierarchy. No fluff. That’s what actually builds trust and gets conversions.
Bonus: Add Eyebrow Copy for SEO + Clarity
If you’re not using eyebrow copy on your landing pages, start.
These tiny text blocks above a headline help orient the reader and improve searchability. Tas uses them to introduce product category, customer role, or even testimonial tags — all while keeping the core headline clean and sharp.
Example:
- Eyebrow: Background check software
- Headline: Hire in 3 minutes, not 3 weeks
- Subhead: Fast, accurate verification for growing teams
It’s a small tweak that makes a big difference — both for human readers and search engines.
Final Thoughts: The Ad Is Just the Start
Your OOH campaign isn’t just about the billboard.
It’s about the full journey — from message, to medium, to the moment someone hits your site and decides whether to stick around. Tas Bober’s biggest lesson? Start with where you want that journey to end… then build everything else around it.
Want more? You should. Tas is one of the most insightful voices in modern marketing right now.
🎧 Listen to the full episode of Beyond the Billboard right here
📲 Follow Tas Bober on LinkedIn
🌐 Visit thescrolllab.com for landing page audits, tips, and templates