The path (to nearly everything) is never linear.
We all hit bumps, roadblocks and disruptions along the way that require us to course-correct.
In the world of websites and the World wide web (www.) – that course correct is known as the 404 Error Page, which is a critical part of your website’s user journey (or lack of a journey in this case).
What is a 404 Error Page?
The 404 status code is a standardized HTTP response code that indicates the server could not find whatever you’ve asked it to find. Also known as a “Page Not Found” error, it displays when the specific URL page on a website simply does not exist. This could mean that the page has been deleted, the URL has been changed, or the user misspelled the address (whoops!).
Typically, a 404 error page includes a message that informs the user that the page cannot be found, along with some troubleshooting suggestions or links to help them navigate back to the main site. A well-designed 404 page can really save the user experience (UX) and clarify the customer journey by not abandoning users on that page and providing alternative relevant content.
Why a Good 404 Page Matters
A 404 error page is more than just a technical necessity;
Here’s why you need one and why it needs to pop:
- User Experience: When users encounter a 404 page, it instantly stops their browsing. If the 404 page is unhelpful or uninviting, users are likely to exit your site entirely, increasing your bounce rate. A well-designed 404 page will retain users by giving secondary navigation options and links to relevant or helpful content.
- SEO Impact: Search engines like Google pay attention to 404 errors. While occasional 404 errors are normal, a large number of them can have a negative impact on your site’s SEO. Google may mark your site as poorly maintained, which can lower your rankings. Customizing your 404 page can help mitigate this by including links to high-value pages and keeping both users and search engines engaged.
- Brand Image: Your 404 page is an opportunity to showcase your brand’s personality and customer value. A well-crafted 404 page that aligns with your brand’s voice can reinforce your brand and its values when it counts. It shows that you care about their experience and have taken the time to address issues proactively.
How Users End Up on Your 404 Page
Browsers can land on a 404 page for a number of reasons, and understanding these reasons will help you prevent and manage those reasons effectively:
- Broken Links: Links that point to deleted or moved pages result in 404 errors. This happens if content is removed without proper redirection or if URLs are changed without updating internal links.
- Mistyped URLs: Users often make typos when entering URLs manually, so even a small error can lead them to a 404 page.
- Outdated External Links: Websites linking to your content might have outdated URLs. If you change your URL structure or remove content without informing those sites, visitors clicking those links will encounter 404 errors.
- Moved or Deleted Pages: When content is moved to a different URL (or deleted entirely), visitors who bookmarked the old URL or found it through search engines will land on a 404 page.
- Technical Issues: Server misconfigurations or incorrect site settings can also cause valid URLs to return 404 errors. Regular site maintenance and monitoring can seek and resolve this issue in advance.
How to Find Out if You Have 404 Pages Set Up
Now is a good time to explore whether or not you have the right 404 pages set up for your website so that you don’t create any roadblocks for your customers or your SEO. Here are a few ways you can check:
- Google Search Console: One of the most effective tools for identifying 404 errors is Google Search Console. It will generate a detailed report of all the crawl errors on your site, including 404 pages. You can find this information under the “Coverage” section of your account, where you’ll see a list of URLs that return 404 errors.
- Website Crawlers: Tools like Screaming Frog, Ahrefs, and SEMrush can crawl your website and identify any broken links that lead to 404 pages. These tools are helpful for comprehensive site audits and testing all links for functionality.
- Analytics: Monitoring your website’s analytics can also reveal 404 errors. Check your analytics platform (like Google Analytics) for pages with high exit rates or low average session durations, which can indicate users landing on 404 pages. Setting up custom alerts for 404 errors can also help you stay on top of issues quickly.
- Manual Testing: Regularly testing your website manually can help identify 404-page errors. This method is especially useful for smaller websites or for checking new content and updates. Ensure all internal and external links work and lead to the intended page. Check and double-check often!
Regularly monitoring your site for 404 errors and designing them effectively is just one of the (many) ways to keep your website, marketing, and customer journey converting!
Ready to know more?
StellaPop Marketing experts are ready with the rest.
