Why do pages need a 404 error page in the first place?
Surely, if all the content is well maintained and structured, this page should be superfluous?
Unfortunately, it’s not that simple, because URLs can be unreachable for many reasons. Even if diligent site owners or the online agency regularly check all subpages for 404 error codes, some pages cannot be found. A server move, renaming, or even moved pages are common causes.
In addition to internal errors, external error sources are also possible, where external web pages refer to our sub-pages, which do not (or no longer) exist. Internal errors can be fixed by Web Development itself. In the case of external sources, the only solution is to contact the referring site and ask for the link to be adjusted.
What happens when site visitors try to access a non-existent page and there is no 404 error page?
In that case, this default page appears on most clients: Not Found. The requested URL was not found on this server. Of course, this is anything but individual and does not help the user. Web development’s task is to offer sensible redirects when creating a good 404 error page. Besides, a visually appealing design and a little humor are extremely helpful.
404 error pages: A danger for the search engine ranking
A misdirected user feels frustrated at first; especially if he is missing important information.
Why does he land on the 404 error page and not on the information he is looking for? By the way, not only the page visitor is irritated, but also the search engine bot. A non-existent page without any error code leads to a negative signal. As a result, the page is ranked lower and gets a lower ranking.
What can be done about 404 errors?
A simple solution is to redirect all requests to the home page as soon as the 404 error code appears. This is only the second-best solution because the user does not find out how to get to the information he is looking for.
How not to lose users due to 404 errors
In the worst case, he does not even know why he has landed on the home page again. The better alternative is to give the visitor a sensible alternative: If you tell the user what could happen next, you take your chances. This is where web development and professional implementation by a web agency come in.
In order not to lose visitors to the search engine after a 404 error page, web agencies work with a catchy design. In combination with sensible navigation and a pinch of humor, this results in an individual error page. Content that is not interchangeable but is in the context of the page is popular. This way, visitors feel picked up and are happy to navigate further. Good copywriters create puns that make people smile.
Where do error pages link to?
To which URL do error pages link best?
- Depending on the content, different solutions are possible. The simplest and globally implementable is a link to the home page. Whether this is purposeful depends on the content search and the navigation on the homepage. The more extensive and detailed the information, the more likely the user will continue his search.
- According to the law of greatest possible probability, the most important three to four subpages are a good option. These could be category entries or the most interesting blog posts or the most used navigation points.
- In addition to the three to four linked motifs or buttons that refer to further subpages, links to general content are also useful. FAQs, contact details, or the contact form are popular possibilities. If the site has a chatbot, here comes its great hour. Apple refers to the sitemap, allowing visitors to take the next meaningful step.
- Another option in web development is active search. Instead of the magnifying glass in the navigation, the 404 error page displays a large search field with a corresponding hint. The user can go the direct way and – if his search term is indexed within the page – land directly on a relevant page.
Well done is a new beginning – never the end
404 error pages are a creative challenge for web design. Boring and interchangeable pages do not encourage people to continue searching within the website. So if you don’t want to lose your visitors to Google or competitors, play with funny animations and self-irony. If the graphics or images match the offer of the page, it looks charming and integrates the error page into the overall concept. Still widespread, but not very creative, are construction fences and graphics that symbolize barrier tapes.
Best Practise
The ONELINE error page works with a highly symbolic image motif that corresponds with the question “Where did they go?” and refers to the homepage. On wetter.de a small, gray rain cloud appears, while on Chefkoch there is no image, but the saying: “Oops! Something’s burned!” appears.
If marketing agencies design creative error pages, the website stands out positively from the competition. Not only users but also Google honors it when visitors stay on the page and go to the next subpage, search, or even the home page. For search engine optimization, a well-made 404 error page plays a role that should not be underestimated.
With ONELINE to less 404 pages
At ONELINE, creatives and web developers work hand in hand to develop a good appearance for our partners. Both are necessary to ensure that the performance is right in the event of an incorrect redirect and to leave a positive impression. If we manage to give the error page an individual touch and at the same time encourage people to stay, we have done everything right. The freestyle in online marketing includes an individual design that pays attention to the theme of the page.
