Marketing Your Legal Practice With QR Codes

QR Codes

By Kathleen M. Dugan

Meet the bar codes of the future. Lawyers who embrace technology in their practices will want to incorporate QR codes like these into their marketing materials. As this article will explain, QR codes are a free and easy way for lawyers to connect with potential new clients who routinely use their smartphones to find a variety of products and services. As cutting-edge new marketing tools, QR codes can provide interactive links to firm websites, lawyer profiles, articles by or about law firms, practice groups, and other information further identified below.

Without getting too technical, QR codes, or Quick Response codes, are two-dimensional barcodes that contain various types of encoded information. QR codes can be scanned or read by using an app on a cell phone called a QR code reader. Our law library recommends the reader called Lightening QR-code Scanner to our patrons, but there are many other free readers available from the App Store and the Google Play store.

Lawyers will find it very easy to create QR codes. All it takes is a few clicks online. Our law library uses a free web utility called QR Code Generator to create QR codes that we use to highlight our subject matter collections. While we have had great success using this service, there are many other free QR code creators available online.

Once lawyers choose a QR creator and generate their own QR codes, they should strategically integrate them into their law firm marketing plans by adding them to various types of print and online media. At a minimum, QR codes are an impressive visual tool for invigorating firm letterheads, brochures, and even business cards. While they can convey to clients of all generations that lawyers or law firms are tech-savvy, they particularly appeal to millennials and those in newer Gen Z and Gen Alpha generations who were born as digital natives.

In addition to including QR codes in more traditional promotional materials, QR codes can also be easily embedded into emails or news releases. Lawyers and law firms might also want to use QR codes on their web pages to connect internet consumers to more targeted website content such as articles about cases the lawyers won; portfolios of large jury verdicts; lists of representative clients; details from lawyer biographies; rankings of lawyers or law firms; or other content which lawyers may want to promote.

QR codes might also be used to generate new business in specific areas of the law; two particular topics come to mind. For example, lawyers who are interested in courting clients engaged in technology industries such as IT or AI might want to use QR codes liberally in their marketing materials. Likewise, lawyers who want to grow an employment law practice might link their QR codes to firm web pages on diversity initiatives or work-life balance. This model could be applied to any type of lawyer or law firm with expertise in a particular legal specialty.

The key to using QR codes successfully is linking them to content that will be beneficial for potential clients, thereby helping clients to remember the lawyer or law firm brand. For example, lawyers who publish content online may want to link their QR codes to insightful blog posts, journal or law review articles, or even free e-books that they have written and posted online. Lawyers who have taped their speeches or presentations may want to employ QR codes to link potential clients to online videos or slides on law firm websites or services such as YouTube or SlideShare.

Finally, lawyers who are ready to use QR codes to enhance their marketing efforts should ensure that they link to content that is optimized for reading on mobile devices. Just like a consumer who is unsuccessful scanning a product code for more information at the grocery store or library, legal consumers are seeking instant gratification for their scanning efforts. They will become impatient, and lawyers will lose potential clients if content takes too long to load or cannot be viewed easily on hand-held devices.


KATHLEEN M. DUGAN SERVES AS THE LIBRARIAN AND CHIEF ADMINISTRATOR OF THE CLEVELAND LAW LIBRARY IN THE CUYAHOGA COUNTY COURTHOUSE. SHE IS BOTH A LICENSED OHIO ATTORNEY AND PROFESSIONAL LIBRARIAN.