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After the QR Scan: The Page People Land On

(updated )

A dark card with a scan mark, Scan and Open labels, and a phone showing Welcome, a Contact button and a Services band.

A QR code is only a door. Someone points their phone at it and lands on a web page, and if that page is slow, unclear or out of date, the scan wasn’t worth much. The page is where the work is.

This article is about that page, and how to design it.

Say what the scan will do

People decide whether to scan in a moment. A short instruction helps. “Scan to see the menu” explains the outcome. “Scan me” only names the action. Write the prompt in the words your customers use, not the words you use inside the business.

Treat the destination as part of the design

To the person scanning, the code and the page it opens are one experience. A good-looking flyer cannot rescue a page that is slow or confusing. Decide who looks after that page and who keeps it current.

Design the QR code landing page for a phone

A QR code landing page is the page a code opens. Someone scanning a code is holding a phone, so design for a phone first.

  • Say what the page is on the first screen.
  • Offer one clear next step, such as a call, a booking or a form.
  • Keep the text short and the buttons easy to tap.
  • Make it load without a wait, and test it on a normal mobile connection, not only on office Wi-Fi.

Give people more than one way in

A scan will not work every time. A camera may not read the code, the print may have a mark on it, or the person may be too far away. Put a short web address near the code as a second route. Where it fits, add NFC as well. Our guide to NFC vs QR code for business explains when to offer both.

Build trust into the scan

People are right to be careful about where a QR code leads. Show them that the destination makes sense. Use a web address they recognise and your normal branding. Use an HTTPS address. If the page collects information, say why, and ask only for what you need.

QR codes on flyers and brochures

Print adds its own rules. Make the code large enough to scan from where people will hold the flyer. Keep strong contrast between the code and its background, and leave clear space around it. Tell people what the scan does. Then test the printed version on several phones before you print a full run.

On an iPhone, a person scans a code by opening the Camera app and tapping the link that appears (Apple Support).

Measure the outcome, not only the scan

A scan count shows that someone scanned. It does not show that the page helped. Decide first what success looks like, such as a booking, a call or a form sent. Then check that number.

A short checklist

  • Does the prompt next to the code say what the scan does?
  • Does the page load without a wait on a phone?
  • Does the first screen say what the page is?
  • Is there one clear next step?
  • Is there a second route, such as a short web address?
  • Is the printed code large enough, with strong contrast and clear space?
  • Have you tested it on more than one phone?

Common mistakes with QR codes

A few slips turn up again and again, and most are easy to avoid.

  • Linking to the home page. Someone scanning a code about a specific offer should land on that offer, not on a general page where they have to hunt for it.
  • No prompt. A bare code gives people no reason to scan. A short line next to it does.
  • A page built for a desktop. If the page needs pinching and zooming, many people will leave.
  • A code that outlives its page. A QR code stores a web address. If the page at that address moves or disappears, the code leads nowhere. Printed codes can stay in circulation long after a campaign ends, so decide who keeps the page alive.
  • Skipping the test. A code that looks fine on screen may not scan once it’s printed small or on a glossy surface.

An example, in outline

This is an illustration, and not a case study. Picture a café that puts a card on each table with a QR code for the menu. The prompt says "Scan to see today's menu". The code opens a single page with the menu at the top and a phone number underneath, which loads quickly on a phone. Another card by the till offers a short web address, for anyone whose phone doesn't scan. None of this is complicated, but each step removes a place where a customer could give up.

Questions people ask

Does a QR code expire?

A QR code is a pattern that stores a web address. The pattern itself doesn't change. What can change is the page behind it, which is why keeping that page working matters.

Where should a QR code link to?

To the page that matches what the prompt next to the code promised. If the prompt says "Scan to book", the code should open the booking page.

How big should a QR code be?

Big enough to scan from where people will be standing or holding it. Test the printed version on a few phones before a full print run.

What if a scan doesn't work?

Give people a second way in. A short web address printed near the code is the simplest. Our guide to NFC vs QR code for business covers another option.

Do I need an app to scan a QR code?

On an iPhone, the Camera app reads the code and offers a link to tap (Apple Support).

If the page behind your QR code needs work, talk to us. Hello Portal designs and maintains websites. You can read more on our web design and maintenance page.

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