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. <\/p>\n\n\n\n
Make it Unique to Your Brand<\/strong><\/p>\n\n\n\n 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.<\/p>\n\n\n\n Add a Call To Action<\/strong><\/p>\n\n\n\n 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. <\/p>\n\n\n\n Have a Conversation<\/strong><\/p>\n\n\n\n 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.<\/p>\n\n\n\n