Are Business Cards Still a Thing in the Legal Profession?

I’m shuffling through the stack of business cards on my desk from last week’s networking event trying to remember the various conversations, who I spoke with and figure out which card goes with whom. One of the cards is nicely designed, one is beyond terrible (printed on the thinnest paper imaginable), while the others blur together like snowflakes.

As a brand designer, I’ve developed countless logos and accompanying business cards. While this tends to make me a bit jaded, I try to take each firm’s business card effort for what it’s worth. Maybe they don’t feel cards are that important? Or maybe their taste isn’t as good as they think?

What’s important to remember is that your business card, while a small detail (and actually physically small), leaves a large impression on how your firm is perceived. If your business card isn’t well-organized and not very professional, how can I expect your firm to be?

In fact, based on a recent study*, 39% of respondents said they won’t do business with someone if they have a “cheap-looking” card.

The most successful cards have 3 main things going for them. They’re unique. They’re easy to read. And, they’re memorable.

Business cards can be unique in a variety of ways. It could be the paper stock you choose, the print techniques or the design itself. Quality paper should be non-negotiable. Print techniques like embossing or foils are an elegant touch, but not mandatory. Even a simply designed card on good paper stock will give leave a good impression. A poorly designed card will always be just that, regardless of the printing tricks or the paper expenditure. When in doubt, keep it simple.

Readability is key. Designers love small fonts, but everyone else… not so much. Remember your audience. If an older crowd, make sure it’s something your mom can read. Clutter is another villain in the story. No one needs 3 different phone numbers, your fax line and all your social media accounts… that’s what your website is for. Some of the best cards I’ve designed are stripped down to the bare essentials: name, title, firm name, phone, email and website. (And usually a solid tagline, too, to help the firm stand out and differentiate itself).

Be memorable for the right reasons (you don’t want to be that terrible card I mentioned earlier). If you have a killer, well-crafted logo, by all means highlight it. Want to make a bigger splash? You can print your card on wood, plastic or even metal.

For one client, I designed some special-use black metal cards for their senior partner — for high-level prospects and clients. The firm logo is cut out of the metal and the contact information stamped into it. They were such a crowd-pleaser, that soon, all the firm’s partners had metal cards. While a bit spendy at $7 per card, gain one new client or referral and they more than pay for themselves. Plus, they’re a great conversation starter and the impression they leave is priceless.

For those who like to be on the cutting edge, digital cards are taking over a decent portion of the market share these days. Although, I’m not a huge fan. Sure, they’re cool (as anyone who has one will readily attest to) and they save trees. And, the contact info goes right into your phone. Pretty great, right? Unfortunately, after my last digital business card “transaction”, I could not for the life of me remember who I had added to my seemingly endless number of contacts.

QR codes are another digital-age option to include on your firm’s business cards. They’re especially popular with Gen Z and Millennials. These can be pretty useful, but honestly, they take up space and tend to look pretty awkward. In shuffling through my stack of cards again, I notice not one from that recent networking event has a QR code. Go figure.

Here's the advice I would offer to any attorney or business owner: spend a little time and invest in a proper business card. If possible, hire a professional. Be judicious about the information you include. If memorable and unique are off the table (think “old-school” established law firms), aim for elegant and professional. And remember, less is more.

So, the next time you’re at a networking event or meeting a potential client, be sure to slip them your well-crafted business card with your handshake. It’s a great way to make a good first impression and stand out from your competitors.

*The sources used include Wave's internal research, Aura Prints, Statista, Credit Donkey, LinkedIn, and Print To Brand.