How to write a great 404 error page

Often, a missed opportunity to engage with your customer.

Google’s 404 error page — not very inspiring, is it?

A 404 error page lets users know that the page they’re looking for is not available or does not exist. For most of us, that is quite annoying.

Usually, besides letting us know that what we’re looking for isn’t there, the page does little to nothing else.

First-time users might leave your site and never return. So, give your 404 page some love with the tips below.

Use your 404 Page to engage with your user

You got your user’s attention. Take advantage!

You may want to use this page to link back to your home, mention a new product or redirect them to other useful URLs.

Use the error page to connect with your user. Empathize with them. Acknowledge how frustrating their experience is. Alternatively, make them laugh.

Pixar’s 404 error page is playful

Creating a 404 page that works

When creating a website, we might prioritize other pages first. But, error pages convey brand identity and can contribute to conversion.

A 404 page is an excellent opportunity for a UX writer to shine and put their creative skills to good use.

So, how do you craft a great 404 page?

Think about the following:

Make the design easy on the eyes.

A report by Hootsuite and We Are Social showed that we spend, on average, 6 hours and 42 minutes online each day. We’re often overwhelmed with information.

The 404 page should be pleasant visually.

Avoid too much text. Less is more.

Most studies show that users on the Web don’t read as much. Instead, they scan. Make it easy for them.

Furthermore, you don’t need to provide an in-depth explanation of why the page does not exist.

Let the user know what is happening.