5 smart tips for a page with 404 error

What is a 404 error anyway?

A 404 error is an HTTP status code that indicates that a page cannot be found by the server.

It could be because the page was deleted or the page was moved to a new URL without redirecting the old one. But it could also be because the link visitors clicked on was incorrect or because they typed in the wrong URL themselves.

So it's not always your own fault if visitors see a 404 page. And that makes it extra annoying. Especially when you consider that such a page is not really good for the user experience ... and your brand.

Solve 404 errors

Prevention is better than cure. That also applies to pages with a 404 error.

So the best thing you can do is make sure people don't (or at least as little as possible) end up on non-existent pages.

In Search Console, under the heading "Crawl Errors," you can find the links that no longer work, but you can also use a tool like Screaming Frog to see which links don't work.

Then you can set a redirect for those links, adjust the links or write content. You can read more about solving 404 errors here.

But as mentioned above: it's not completely in your control, so it's good to also address your 404 page itself.

5 smart tips for a page with 404 error

Here's how to turn a frustration into an opportunity:

1. Use a little humor

Use your humor and creativity to keep your page with 404 error lighthearted. Explain what happened. Possibly with a (word) joke if that suits your brand.

This will take away the frustration and make your business likeable.

2. Keep it short and simple

The fact that the page cannot be found when someone expected it to be found is annoying enough.

Don't force your visitors to go through another whole book. Keep it short and simple. No more than 1-2 sentences. Without complicated terms.

3. Use an appropriate visual

Image is just as important for the atmosphere on a page with 404 error.

Make sure your image or illustration matches your brand, the look and feel of your website and the text.

4. Give a new option

Of course, you want to keep those visitors on your website despite that 404 error and help them further. Therefore, give them the chance to still find the content they are looking for.

This is easiest with a search bar. With it, visitors can find the answer themselves and you will prevent them from dropping out.

But you can also, for example, create strategic links to frequently visited pages like the homepage, your contact page, your blogs or to the FAQ.

On a page with 404 error, be sure to keep your menu and footer visible as well, so people can use them to navigate themselves to another page.

5. Remember the button

People like to press buttons. So package your call-to-action(CTA) as a button.

So give that search function a button and make the most important strategic link (see tip 3 above) a button.

That way you actively lead visitors further and turn an error into a conversion.

Here's how to customize your 404 page 

Like this. Now you know the best way to deal with those 404 errors. Time to adjust your page ... but how do you do that?

In WordPress, you can do this through the Theme file editor under the Display heading. Find your 404 page among the Theme files there and adjust the code.

Not so handy? Then you can also just use a plugin. There are plenty that allow you to build your own 404 page without needing any technical knowledge.

Also solve your 404 errors? 

We'd love to help you with that. Feel free to get in touch. We'd love to see what your possibilities are.