404 Pages Best Practices

The 404 page is equally frustrating for both website owners and visitors. Visitors type keywords and click on a link, thinking they will land on a particular page and get the relevant content. But instead, they encounter a 404 page.

Indeed 404 pages are annoying. Still, they are part of your web experience. But these error pages need not always be frustrating and gloomy. Instead, using 404 page best practices, you can turn the 404 page or Page not found error into a positive experience for your website visitors.

But before we delve into the brilliant practices that can make your error experience more user-friendly and positive, let us try to understand some basics.

What is a 404 page?

A 404 is a status code that informs your users that whatever they are searching for on your website is not found. The 404 error or Page not found error shows that a server could not find a specific search result in the requested webpage.

You will encounter a 404 error when you try to access a webpage that does not exist, has been moved, or the link is broken or dead. It is one of the most common errors that all web users encounter in their life on the web.

When a user tries accessing a webpage, servers must respond to the client’s needs. But if the users are attempting to visit a webpage taken down or redirecting to other pages that are not updated, it will show 404 error messages. This can also happen if the user mistypes a web address.

 

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Impact of 404 errors

If the 404-page error goes unnoticed, it can negatively affect: 

1. User experience

One of the primary components that attract more visitors to a website is a seamless user experience. When a user clicks a link that leads them to a webpage, they expect to find valuable content that is relevant to them. Now, think of a website that does not load and halts users’ attempts to find specific resources or products by showing a 404 error. If the page suffers from a large amount of 404 errors, then the visitors will stop using your site and go behind your competitors. This will lead to a high bounce rate that can lower your website’s ranking by search engines.

2. Search engine ranking

When search engines fail to access your webpage, you will likely lose your rank. When this happens, bots will send negative signals about those particular pages, and if it happens multiple times, your site can be removed from indexes.

Therefore it is important to follow some good 404 practices to avoid situations that can result in potential negative user experience and harm your website.

What are 404 pages best practices?

A 404 page is a dreaded webpage aspect and is considered a bane by most webmasters. Encountering 404 pages can indeed be frustrating for users, but it need not be annoying all the time. Using these effective 404 page best practices, you can turn this potential negative experience into a positive and satisfying one.

1. Explain what is happening

Not being able to find what we are looking for is annoying. On top of that, landing on a page filled with technical jargon like “File not found” can be frustrating. So, do not commit this mistake on your 404 page.

While it is common to find error pages with generic 404 error messages like “internal server error” or “page not found,” try to set yourself apart from others. You can do this by ensuring that the page does not have any technical jargon that can wear out the user’s patience. Instead, give them a simple explanation of why the error is happening and what went wrong.

Remember that most web users are unaware of what a 404 error means. So, take an extra step to help them understand what is happening.

2. Lead them to somewhere useful

When a user lands on a 404 page, they immediately hit the back button and exit your site. But why does this happen all the time? Because users have nowhere to go! They do not have any option other than reloading the page or returning to the previous page.

To avoid this mistake, ensure that your 404-page intrigues people to go somewhere or invites them to take some action and keep them moving through the DTC funnels. And one of the standard methods to turn this negative user experience into a positive one by using the power of links.

Links in your 404 pages will help the users find a way around and guide them to their next step. It will also help the users to find potentially beneficial resources on other pages. Some links that you can add to your 404 pages are:

  • Link to your home page.
  • Add links to some of your most popular pages and blogs.
  • Links to category pages or the most valuable product or service pages.
  • You can also add a link that will work as a contact page or form, enabling the users to report the broken link.
  • HTML sitemap link

Another way to make the user experience positive is by incorporating a site search bar to your error page that can help users find the resources they are searching for directly from the particular 404 pages.

 

3. Consistent Branding

Even if your 404 page is not designed masterfully, make sure that they align with your overall website design and resonate with your brand’s voice. And to ensure this, you need to add some effort to branding on the page. Make sure the page consists of your site navigation and logo. 

 In addition, make sure to keep your 404 page warm and welcoming. Don’t make the users feel the 404 error is a disaster. Instead, make sure that they are welcoming and resonate with the overall aesthetics of your website.

4. Use clever visual elements

Graphics play a vital role in enhancing user experience. Hence, using them on a 404 error page can boost the audience’s engagement. This doesn’t mean that you can place any images and visual elements. 

While adding images to your 404 page, you need to use images that will attract and engage with your targeted audience. Even though 404 pages do not receive as much visibility as your other pages, they can help create a good impression. Therefore, use high-quality images and videos that will positively impact your brand.

5. Don’t clutter 

You want to turn your 404 pages into opportunities and help the users take the next action from your 404 page. And you will feel like showing your users everything you have got through your single 404 page. But this is indeed a very bad move! 

Jam-packing your 404 page with links to every component of your website without context will confuse the audience. Dumbing all the links to the already frustrated user will make them feel overwhelmed, and they will end up closing your site and going after your competitors.

To avoid this issue and to provide users with a good experience, it is better to design the page with limited key links, including a link to your homepage for users who are not sure what they are looking for. For example, you can consider including links to the most popular blogs or product features. You can add up to 4 links, but not more than that.

6. Be creative

It is natural for every user to feel disappointed when encountering a 404 page. But it is an excellent opportunity to change their perspective on the 404 error experience. You can use your creativity and turn this frustrating experience into an engaging and satisfactory.

But regardless of how you are planning to become creative with your error page, make sure that it sticks with the website’s overall theme.

7. Add Humor

Adding humor is an effective 404 page best practice that can amuse users. Instead of welcoming the visitors with the annoying 404 page, you can add humor to the page and engage the audience. Adding humor to the 404 page is an efficient strategy to turn the user’s frustration into satisfaction. The visitors will find such error endearing, which will increase the possibility for the visitors to return to the website.

8. Prevent the need for 404

No matter how sophisticated your site is, error messages are inevitable. Regardless of how many precautions you take, users will type the wrong URLs. Even though they are inevitable, it doesn’t mean that you shouldn’t put effort into reducing the number of viewers who encounter your 404 page. Make sure that your site is constantly monitored and maintained to find and fix broken links and to direct the user to content that is relevant to them.

Summing up

The 404 pages are generally stressful and have the potential to drag down your entire marketing efforts. They can result in a negative user experience that can increase bounce rates and lower your search engine ranking. However, following some healthy 404-page practices can reduce bounce rates, keep the users engaged with your site, and move them through the sales funnel smoothly. Adding positive resolutions to the 404 pages can also help in maintaining branding consistency and garner your brand’s attention.

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