A website is a crucial part of any successful business as it allows customers and users to learn about your brand and form connections with you, your product, and your content. Successful websites can increase brand loyalty and enhance the amount of traffic your site gets, which is optimal for search engine optimization purposes. 

But most people have an experience where a website that they’ve searched for doesn’t function properly, whether it’s a user error or a company one. When you come across a website or page that doesn’t work, you typically get redirected to a page that says something along the lines of “Error” or “Page not found.” Those messages are called 404 error messages, and they are imperative to website success. But what are they and why are they so indicative of success?

Never Heard of Error 404 Pages?

Don’t fret! It’s actually a pretty easy concept, and it’s most likely one you’ve been exposed to before!

According to MailChimp, a 404 error page is an “error message that is designed to appear when a website won’t load.” So let’s say that a user accidentally makes a typo when searching for a specific page in a link. Sometimes a typo results in a user being directed to a page that doesn’t exist on the website, often resulting to an error page or a “not found” page.

Computers are very logical and detailed machines, and when one cannot find a website or page that matches exactly what you typed in, it can assume that you’re searching for something that doesn’t exist. There are a couple of reasons that you could be directed to one.

1. Sometimes a website is changed by the business and is no longer operating under the same domain, or maybe that specific blog post or page was taken down. 
2. We’re humans, so we by nature make mistakes, like typos! As said earlier, a typo can interrupt the connection between your search and the site you desire to see. 

Why Are 404 Pages So Important?

Without an error page, it can lead to users feeling lost or confused with the company or business that they are searching for. Thus resulting in a loss of site visitors, customers, and brand loyalty. It’s so important that we learn how to spot these problems and know what to look for so that businesses and websites can thrive.

To put it plainly, when users cannot reach or load your site, your business suffers tremensely. If they cannot connect to your business, they will find what they need elsewhere and that poses the risk of your audience becoming loyal to another brand! A quick customized 404 error page can save your website, while still giving room for imperfections in a site. 

How Do I Create A Custom 404 Page?

A good reminder is that search engine optimization is all based upon the user. Websites should be focused on addressing the needs, questions, and wants that a user poses, so 404 pages should be handled just the same. Being user-friendly can be the deciding factor on whether a customer stays on your site or not, so providing a detailed and straightforward set of directions on how to be redirected back to the home page of your site can keep your user active. MailChimp exellently describes a few tips that can make a 404 page thrive and be more successful. 

Keep it simple.

Simplicity is the key to optimizing your page to the eye of your user. Too much information can be overwhelming, and if the content is not laid out correctly, it can be hard to read or follow along. 

MailChimp says that a “friendly graphic can make it easy for users to understand that a problem exists” and the actions needed “to resolve the problem.”

Use humor or creative design.

Keep it light! An error page can be frustrating to stumble upon, especially if it means that you’re not finding the information that you’re searching for. A little humor can make the process a little less upsetting and grueling. 

Creative design can make the 404 page work for you as well, especially if you tie it into your branding. Fun graphics, little puns, or a cute message can go a long way towards gaining respect from your audience. 

Use branding elements.

Using a set logo, slogan, catchphrase, or detail about your brand and/or business lets people know exactly where they are and puts your business in their minds. 

Provide helpful links. 

Don’t let the user be shut down when they reach your error page, because it is a missed opportunity to let the user explore your site even further. Maybe they have another question that can be answered or solved on a different page or post on your site, so linking to that can keep your audience there.

Also understanding that other sites may be able to answer or solve a problem better than your brand can gain the respect of your audience. Linking to something that isn’t directly related to your site ultimately solves the problem that SEO is called to respond to: satisfying the needs of a user.