What is a 404 page?
A 404 page is an error page that shows on your website when a user has tried to get to a URL that doesn’t exist. It’s an important part of your website structure and user experience.
There are other website error pages that can occur for different reasons, but 404 is by far the most common. Without getting overly-technical, this kind of error occurs when there’s an issue with the DNS – that means that the URL entered doesn’t match anything on the website database. It can occur because the entered URL is either incorrect or no longer exists. It can also occur when a website doesn’t exist at all – for example, if the business has moved to a different domain name.
Why does your website need a 404 page?
Imagine that a user clicked on a link, or typed in a URL, and were presented with a blank screen due to an error. They wouldn’t know what the issue was: is the problem with their internet connection? Does the website not work at all? Have they accidentally visited a dodgy site?
In the best-case scenario, that user hits the back button and returns to a different page on the same website. In a worse case, they leave the site completely. That means you, as the business owner, have lost a potential customer.
If you have lots of 404 errors without an appropriate 404 page, this could happen repeatedly. And that sends signals to Google indicating that your site isn’t very reliable. Google then pushes your website down the search rankings and you lose even more traffic.
However, if you do have a 404 page, you can use it as an opportunity to avoid these problems. Even a simple default message saying there’s been an error is better than nothing at all.
But you can do so much more with your 404 page.
Just because it’s an error, doesn’t mean the page has to be boring. Instead, use your 404 page as an opportunity. Yes, you can tell the user that there’s an error, but what do you want them to do next? Use your 404 page to guide them back to the site with a Call to Action, a clear menu, or simple instructions. This gives the 404 page a more personal feel, which inspires trust in your business: the client now knows that it’s just a simple error and they can move on. They’re not left wondering whether they’ve just accidentally downloaded a virus onto their phone.
Examples of great 404 pages
Not only do well-structured 404 pages improve user experience, they’re a great opportunity to show off your brand’s personality. Think beyond the boring and the basic, and consider how this page can be another opportunity – like the rest of your site – to strengthen your brand presence.
There are lots of companies that do this really, really well. Take a look at some of these 404 pages for inspiration!
Lego
The Lego brand is known for its fun personality and playful attitude. Its 404 page reflects that with one of its Lego men and a reference to the ability to break and build. There’s also a button to take the user back to the homepage.
Disney
Disney uses one if its popular characters – Mike Wazowski from Monsters Inc. – on its 404 page. Mike is seen looking a little confused, and the text references the movie as well as Mike’s single eye.
Figma
Figma, a design tool, has a 404 page that initially looks quite simple. But look closer and it’s actually interactive: you can adjust the 404 numbering as if you were designing something on its software. This is simple but very relevant to the business. The fact that it’s interactive is also a bonus!
Conclusion
A 404 error is a vital page on your website, but you don’t have to just stick with the default. Use these error pages as an opportunity to build trust, improve user experience, and underline your branding.
