404 pages occur when the URL of a link to your site is either broken or mistyped. A fun, specific way to stand out from the crowd and add your own brand personality to your site is to create a custom 404 page. However, don’t think of your 404 page as separate from the rest of your SEO efforts. Follow these guidelines to ensure your 404 page delivers unique, meaningful content that converts.
Make it Unique to Your Brand
Don’t settle for the default 404 page! Utilize your brand voice and identity. For example, instead of using the default 404 error message, create something short that is in the voice of your brand. Add graphics and implement your brand color palette while maintaining legibility.
Add a Call To Action
Many people are looking for something specific on your site. Don’t let a 404 error deter them from continuing to search and visit your site! Include calls to action such as a search bar, a menu of links, or redirect them to the home page. Think about the goals of your site and what your users might be looking for, and include an easy way for them to backtrack.
Have a Conversation
It’s essential to calm any frustration a user might feel when encountering a 404 page. An easy way to do this is to use minimal content on the page by using a handful of sentences, making it clear and easy to read and ensuring that the user doesn’t have to scroll or jump through hoops to return back to the main page. Many brands take advantage of the 404 page by making it humorous to help curb any frustration and encourage the user to continue on the site.
Research Examples
Like any form of content you might be looking to create, it can be helpful to research examples. When it comes to 404 pages, think outside the box! While it’s important to explore what your competitors are doing, 404 pages are a great way to differentiate yourself and stand out! Many brands overlook the opportunity to customize 404 pages, and doing so creates a sense of trust. It not only demonstrates that your brand is detail-orientated, but it also shows that you are creating with the user in mind.
While customizing your 404 page might seem like a trivial detail as you are building your brand, don’t overlook the importance of covering all the bases when it comes to catering to your user, creating value, and building trust.
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2 Responses
This is a genius idea to blog about! Especially since I will be applying all of these strategies to my personal 404 page. I enjoyed reading your post!
Users should always be a content creator’s first priority, so I liked that you mentioned considering users’ frustrations when they receive an error message. I think clarity is a great way of mitigating frustrations because a complicated 404 page would only escalate user frustrations.