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5 tips for mastering QR codes on your business card
Even with in today's online-centered market, business cards remain one of the strongest tools in any professional's arsenal. A simple way to make a great first impression, identify yourself and the problems your company solves, and touch base later down the line.
Millions are printed daily in the US alone. And billions globally. But as we shift to digital contacts, there's a very real risk of them becoming trapped in the 20th century.
What is a QR code?
QR Codes (short for Quick Response code) were invented by Masahiro Hara in 1994, as a faster way of labelling and identifying vehicle parts. The technology migrated beyond its original concept quickly and by 2002 was already adopted for mobile payments in Japan.
Fast forward to 2011, and the widespread adoption of QR Codes was taking place in the US thanks to the proliferation of smartphones. The fact Apple and Android integrated QR scanning into their native camera app around 2017 only hastened its meteoric rise.
Now, it’s pretty much ubiquitous: on TV ads, YouTube vids, billboards, packaging, restaurant tables, doors, trees, you can’t escape seeing this distinctive assortment of squares everywhere you look.
The modern concept is remarkably simple: aim a smartphone's camera at the QR code, it’ll scan the information contained within it, and reveal a tappable link on the screen. Do that, and the user is whisked away to the destination URL.
1. Create a professional QR code
QR codes aren't something most business professionals are going to build in their spare time using the usual office software. It does require a certain set of standards - to guarantee it works as intended - and a platform that helps deliver that.
Saying that, business card QR codes are deceptively simple to create. There are two main methods available here.
The easiest method is to let a service like VistaPrint handle the creation of QR codes and business card design. This platform has its own QR-Code creation service which is fully integrated into their business card templates, so you don’t have to go anywhere else, simplifying the process immensely.
However, the alternative is, I find, more suited for those who want full control over the design of cards and codes alike. Platforms like Canva, Me-QR, and QR code.io let you link a QR Code to a URL, a PDF, a vCard, and more.
2. Use a dynamic QR code
This is one step a lot of people might miss when creating QR codes. There are two types here - dynamic and static codes.
If you create a static QR code, that means the link is effectively hard-coded into the design. So, if you update or change the URL - for example, during a rebrand - you'll need to re-print your business cards with a new QR code the directs to new web address.
A dynamic QR code is the complete opposite. It features an editable link instead of hard-coding it into the pattern of the code. That means you can change where that code takes users at any time without requiring a new batch of cards.
Most design services now offer dynamic QR codes, and it's one you'll want to choose if you're adding it to your business card.
3. Use analytics
If you're using a dynamic QR code (and I recommend that you do), there's another big benefit: the ability to track the analytics.
In the past, handing out a business felt one-and-done. Maybe the client used it to get in contact, maybe they used an alternative method. There was no way to tell without asking.
With the right QR code on your business card, you're able to track how many people have scanned it, where, and when. Finally, you can see how effective those new cards are and what's helping to drive traffic to the URL.
In effect, this means you can use your card as more than a way to connect with others, but as a core part of your marketing strategy.
4. Placement & CTA
Having decided to add a QR Code to your business card, you'll want to make sure it's perfectly placed to drive people to use it.
On the design-side, try to make the QR code bold. Don't let it simply blend into the background, obscure the code with your branding, or use light pastel shades, even if your business card is decidedly minimalist. This reduces scanning errors.
In terms of placement, it can go on the front or back - there's no wrong answer here.
For simplicity, a layout with your details on the bottom-left corner and the QR code either above that or in the bottom-right is ideal. This creates less friction, as it's immediately clear to anyone with the card what action to perform next.
On the other hand (or, rather, the other side), there are some very good reasons to place your QR code to the rear.
First of all, it ensures the business card doesn't feel cluttered. It gives it space to breathe without detracting from your details and company logo. Less is more, after all. Every time I say that, I always think of Frasier Crane who once said “but if less is more, think how much more more would be” - but, then, he was so often utterly and comically wrong.
It also means your QR code can be larger, minimizing potential scanning errors with smaller codes. And you'll have more space to create a genuinely engaging call-to-action alongside it, such as encouraging users to scan to save your contact details. Where possible, offer immediate, irresistible value with your CTA here. Directing them to an exclusive PDF download for lead generation is a good example.
5. Direct users to the right place with a mobile-first focus
Here's the truth: your business card will probably get lost. At networking events and tradeshows, attendees pick up so many that it's inevitable - whether that's in the bottom of that free tote bag they've picked up, on a café table during downtime, or hidden at the back of a wallet never to be seen again.
So, while you can simply direct users to a page with your contact details, it's not usually the best option, since if (or rather when) they lose your card, they've lost your details, too.
As mentioned above, a PDF download or similar materials are a good space to direct users as it's very immediate.
Another choice is a vCard. These are useful as one scan of the code will add your details to the person’s address book on their phone,
Personally, I prefer the option of sending the scanner to a 'living' website that you can keep up to date with information. If you don’t have a website, but share your work on social media, for instance, then directing them to your Linktree profile is a good alternative.
The basics of the service are free and very useful: once you’ve created an account, you get to populate your page with all of your social media links (or whatever else you want people to know about you). That way, a single URL will take someone to a wealth of information, which you can update at will.
Bonus tip
Once you have your business cards designed and the destination is set, there's one final action: test, test, test, and test again.
Print a dummy copy - even a sample on Letter paper will do - then use a range of devices to ensure the QR code is easily scanned in different environments and lighting conditions. Check links are properly working, and everything appears exactly as it should.
Most importantly, make sure your destination URL is perfectly optimized for mobile, as that's how anyone who scans it with a camera phone will see it. Websites built solely for desktop views will only cause users to bounce.
