In an ideal world, you would never need a 404 error page. Links would never break, resources would stay in one place, and visitors would seamlessly navigate around your website by clicking on links. Despite best efforts, however, 404s still happen.<\/p>\n
This error is the most common one that your site’s visitors will encounter. It basically means that the page the visitor was trying to reach cannot be found. This could be because the page has moved to a new URL or because it’s been removed from the website.<\/p>\n
<\/a> <\/p>\n While you should take steps to correct these errors on your site when you find them, it is also important to create a 404 error page that helps visitors find what they’re actually looking for in the event that they encounter this error. Done right, 404 pages can even be used to increase SEO and boost conversions. Here\u2019s how.<\/p>\n<\/p>\n Customers don\u2019t want to see 404 pages, and companies don\u2019t want broken links since both cases result in reduced sales opportunities.<\/p>\n But it\u2019s not all bad news. With the right approach, businesses can optimize their 404 pages to provide value. Here are 12 ways to create better 404 error pages.<\/p>\n First up? Use your 404 page as an opportunity to effectively position your products. Show visitors a curated selection of some of your most popular offerings, along with links to each product. While potential customers may not be looking for these specific items, this approach provides a way to get visitors from your 404 page onto active site pages.<\/p>\n One thing that\u2019s important to note: Always include images. While links to products are better than nothing, links with images are far more effective at getting customers to click through.<\/p>\n This image from fashion accessory company Steve Madden<\/a>\u00a0shows the product approach in action.<\/p>\n<\/p>\n \u00a0<\/p>\n You can also improve your 404 pages by including user reviews of your products or services. Here\u2019s why: When users land on 404 pages they\u2019re naturally frustrated. They\u2019re not sure what went wrong, but they do know that they didn\u2019t find what they were looking for. As a result, they\u2019re already annoyed, reducing their likelihood of buying anything you’re selling.<\/p>\n By adding a few well-chosen customer reviews, however, you can lessen the sting of the 404 page and get customers to the page they want to see (and back on the road to conversion.)<\/p>\n Starting your 404 page off with an apology is a solid tactic, but you can improve on 404 operations by generating new leads. Here\u2019s how it works: Along with the \u201cwe\u2019re sorry this doesn’t work message\u201d, offer a way for customers to get in contact with you or offer a free demo of your product or service.<\/p>\n Create a simple one-line hook that asks users to submit their email addresses and you\u2019re on the way to cultivating new connections, just like HubSpot<\/a>\u00a0in this example:<\/p>\n<\/p>\n If you can\u2019t make them stay, at least make them laugh. From a joke at your own expense to a funny video that may (or may not) have anything to do with your brand, humor can both create a positive impact and help customers remember your brand.<\/p>\n Consider a visitor that lands on your 404 page, watches your funny video clip, and has a laugh. The next time they see ads for your brand on social media, chances are they\u2019ll remember the positive impact of your funny 404 rather than the frustration of landing on the wrong page \u2014 and they might just come back and visit you again.<\/p>\n While you may not know exactly what customers were looking for when they landed on your 404 page, you can make educated guesses. By using data collected from your customer relationship management<\/a>\u00a0(CRM) and analytics tools, you can create a set of common customer search terms that can help inform your 404 design.<\/p>\n For example, if you\u2019re an outerwear ecommerce brand and your most popular searches are for \u201cwinter coats\u201d, \u201crain jackets\u201d and \u201cwaterproof boots\u201d, put links to all three of these categories on your 404 page to help point customers in the right direction.<\/p>\n If you can\u2019t find what customers want, offer them something of value. One option? Exit-intent popups.<\/p>\n Although it\u2019s true that as a general rule, people don\u2019t like popups, this approach offers an exception: By creating popups that appear before users leave your 404 page and offer discounts or sales pricing with a code, you can convince users it\u2019s worth making a trip back to your homepage to find what they were originally looking for \u2014 or to purchase something else.<\/p>\n When it comes to 404 pages, don\u2019t overthink it. Sure, explain in basic terms what went wrong and offer a potential path to help solve the problem, but don\u2019t write paragraphs of text explaining the problem and asking for customers\u2019 goodwill.<\/p>\n Why? Because they won\u2019t read it. Instead, streamline your apology and then add a list of common links (that actually work) to your site, such as your homepage, search page, and help pages.<\/p>\n What if you could make 404 pages more fun? Some brands have opted to create mini video games that give customers a few minutes of fun and then provide links to other site content. This is a great way to put a positive spin on an otherwise negative experience. By letting customers blast aliens, you can lessen the sting that comes with landing on a 404 page.<\/p>\n Kualo<\/a>\u00a0does this with its 404 page. By pressing the spacebar, visitors can shoot aliens in space as they move across the screen in the shape of the brand’s logo.<\/p>\n<\/p>\n 404 pages can also help boost your search engine optimization. Here\u2019s how: Instead of simply putting up a brief message and apology for your 404 page, add a few of your most popular keywords along with relevant links. This helps add value to an otherwise broken page by making it something that can help users find what they\u2019re looking for.<\/p>\n Let\u2019s say you\u2019re a company that offers drop-off pet care. You could include keywords like \u201cdoggy daycare\u201d or \u201cpet service\u201d on your 404 page along with links. In practice, this means adding a few lines of text after the 404 message such as \u201cLooking for our doggy daycare page? Click here\u201d, or \u201cNeed best-of-breed pet service? See what we have to offer.\u201d<\/p>\n Another option to help boost the impact of your 404 page is adding a link to download your mobile app. Sure, it\u2019s a bold move \u2014 visitors might not want anything to do with your app after they land on your 404 page, but if you position it in the right way, it might just work.<\/p>\n For example, you could highlight how your mobile application won\u2019t return 404 pages, or make it clear that it\u2019s easier for customers to find what they want using the app. Even if you don\u2019t generate a substantial amount of downloads, every app installation is another customer on the road to potential purchase.<\/p>\n If you can connect with customers, you can keep them coming back. One way to do this is by leaning into their frustration. Technology company Emailcenter<\/a>\u00a0did this by creating a \u201cpick who to fire\u201d page that let visitors decide who should get the blame for the 404 page they\u2019re seeing. While it\u2019s just a funny interactive joke, it helps create a connection between customer and company that can keep them coming back.<\/p>\n<\/p>\n Last but not least? Offer up links to all your social media sites on your 404 page. In effect, this opens the door for customers to voice their concerns, but also sets the stage for companies to kickstart a relationship.<\/p>\n If you\u2019re able to quickly respond to visitor comments as they appear, you can get past the initial 404 disappointment and get customers back on-side by providing them links to specific product pages, forms to offer feedback, or even special discounts.<\/p>\n Looking to increase your marketing efforts? Solid options for 404 pages include:<\/p>\n1. Position your products.<\/h3>\n
2. Serve up user reviews.<\/strong><\/h3>\n
3. Capture new customers.<\/strong><\/h3>\n
4. Make an impression.<\/strong><\/h3>\n
5. Point Them in the Right Direction<\/strong><\/h3>\n
6. Offer value.<\/strong><\/h3>\n
7. Keep it simple.<\/strong><\/h3>\n
8. Provide Interaction<\/strong><\/h3>\n
9. Leverage keywords.<\/strong><\/h3>\n
10. Put your app front and center.<\/strong><\/h3>\n
11. Create Connection<\/strong><\/h3>\n
12. Get social.<\/strong><\/h3>\n
Making Marketing Focused 404 Pages<\/h2>\n