How to Optimize Your 404 Error Page for SEO & Conversions

How to Optimize Your 404 Error Page? If you had a perfect world, you’d never require a 404 error message. Links wouldn’t break and res would remain at one location and visitors would effortlessly move around your site through hyperlinks. Despite best efforts, however, 404s still happen.

This error is the most frequently encountered one that visitors to your website are likely to encounter. It is basically a sign that the page that the user wanted to visit could not be located. It could be due to the page is now the new URL or it’s been removed from website.

While you must do everything you can to correct the errors on your website in the event that you discover these, it’s crucial to create an error page for 404 that assists visitors in finding what they’re looking for in the event they run into this error. If done correctly the 404 page can be utilized to boost the SEO of your site and increase conversions. Here’s how.

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Customers don’t want pages with 404 errors, and businesses do not want broken links as both situations can result in a decrease in chances of selling.

However, it’s not all negative news. If you take the proper method, businesses can enhance their 404 error pages to add worth. Here are 12 methods to improve the quality of 404 errors pages.

1. Place your items.

What’s the first thing to do? Make use of your page’s 404 as a way to position your products effectively. Provide visitors with a carefully selected list of your most well-known offerings and provide hyperlinks to each item. Although prospective customers might not be searching for these particular items This strategy is an opportunity to bring users from your 404 page to active pages on your website.

Important to keep in mind is that you should always include pictures. While links to product pages are superior to nothing, images in your links are much more effective in making customers click on them.

This photo taken by Steve Madden illustrates the concept in the course of.

2. Give user feedback.

It is also possible to improve your 404 pages by adding customer reviews for their products and/or services. The reason is that when customers arrive on 404 pages, they’re likely to be annoyed. They don’t know exactly what went wrong, but they know they couldn’t discover what they were looking for. This means they’re already frustrated, which reduces the likelihood that they’ll buy any item you’re selling.

If you add a few carefully-chosen customer reviews you can reduce the pain of the 404 page and bring visitors to the page they’re hoping to visit (and get them back towards conversion.)

3. Capture new customers.

Beginning your 404 page by apologizing is a good idea but you can also improve the efficiency of 404 pages by generating leads. Here’s how to do it In addition to the “we’re sorry this didn’t work message” provide a means for your customers to reach your company or give them a no-cost trial of your product or service.

Create a one-line hook that prompts users to enter their email addresses, and you’re on your way to establishing new connections, much like HubSpot in this case:

4. Impress your guests.

If you’re not able to convince them to remain, at the very least, make them smile. From a joke made at your expense to a humorous video that might (or might not) have something to do with your business, humor can make a positive impression and aid customers in remembering your brand.

Think about a user who arrives at your page with 404, views the funny video clip and then laughs. If they come across ads for your business through social networks, the chances that they’ll recall the positive effect of your hilarious 404, rather than the disappointment of getting a wrong URL and may return to return to your site.

5. Place them in the right Direction

Although you might not know the exact terms that customers searched for when they arrived on your web page, you can make educated speculations. Utilizing data collected through your CRM (CRM) or analytics tool, you could make a list of commonly used keywords that customers use to search for that can assist in determining the design of your 404.

For instance, if you’re an online retailer of outerwear and your most searched-for search terms are “winter coats”, “rain jackets” and “waterproof boots” include hyperlinks to all three sections on your page 404 in order to guide customers to the proper direction.

6. Offer value.

If you are unable to find what your customers are looking for, give them something that is worth their time. One possibility is Exit-intent popups.

While it’s true that generally speaking, users don’t enjoy popups but this strategy can be a positive one: by creating pop-ups that pop up prior to users leaving your 404 page , and offering discounts or discounts with codes, you can convince them to make the trip back to your home page in order to see what they were seeking — or even to buy some other item.

7. Simple is best.

When it comes to 404 page do not overthink it. Yes, you can explain in simple terms what happened and suggest a possible solution to solve the issue However, you shouldn’t compose paragraphs of text that explain the issue and asking for customers’ trust.

Why? Because they won’t be able to read the letter. Instead, make your apology more concise and then include the most popular hyperlinks (that actually perform) to your website for example, Your homepage and search pages or help page.

8. Create Interaction

What would it be like if you could create pages that are 404 more entertaining? Certain brands have chosen to develop mini-video games that provide customers with some time to have fun and offer hyperlinks to other content on the site. This is an excellent method to add an optimistic spin on an otherwise unpleasant experience. When you let customers shout at aliens, you can reduce the pain when they land on a page that is 404.

Kualo is doing this through the 404-page. When you press the spacebar visitors can shoot space aliens while moving across the screen in the form of the logo of the company.

9. Utilize keywords to leverage.

The 404 pages may also improve your search engine optimization. This is how to do it: Instead of just creating a simple message and an apology on your 404 page. Instead, include the most searched-for keywords and relevant hyperlinks. This can help improve the page that is otherwise ineffective by creating something that helps users to find what they’re searching for.

Let’s suppose you’re a business that provides drop-off pet services. It is possible to include keywords such as “doggy daycare” or “pet service” on your 404 page, along with hyperlinks. In reality, this would mean adding several lines of text following the 404 message , such as “Looking at our pet daycare site? Click here” or “Need best-of-breed service for your pet? Check out what we can provide.”

10. Place your app at the top of your list.

Another method to boost the effectiveness for your website’s 404 pages is to include the option of downloading your mobile application. It’s certainly a risky idea — your visitors may not want to interact with your application after they’ve landed on your 404 page however, if you place it in the right manner it might work.

You could, for instance, explain why your mobile application doesn’t display 404 pages or state that customers are able to find what they’re looking for by using the application. Even if your app doesn’t produce significant numbers of downloads, every install is another potential customer who is on the path to a potential purchase.

11. Create a Connection

If you are able to connect with your customers, you will keep customers returning. One method to achieve this is to tap on their anger. The technology company Emailcenter has done this by introducing an “pick whom to fire” page where users could decide who is to take the responsibility for the 404 page they’re viewing. Although it’s a fun interactive joke, it also helps to build a relationship between the both the business and its customers that will keep returning customers.

12. Socialize.

The last thing to do? Include hyperlinks to your social media accounts on your website’s 404 page. In essence, it gives customers the opportunity to express their opinions as well as set the scene for businesses to begin a new relationship.

If you’re able quickly respond to comments from visitors as they come in, you’ll avoid the initial 404 error and get them back on the right track by giving them with hyperlinks to specific pages on your website or forms for feedback or discounts.

Making Marketing-focused 404 pages

Do you want to enhance the effectiveness of your advertising efforts? The best options for 404 page content include:

Search Bar – An excellent feature is having an option for searching that is prominently displayed on the page. Your user was definitely looking for something , and although they might be unable to find it in the last visit however, a quick search can guide them to the right place.

Navigation Menu – You will likely want to add an area for navigation on your site for your visitors to browse your website immediately without needing to return to a previous page.

The fun – A few websites choose to add humorous apologies on their pages 404. These aren’t important from a usability perspective however they can be a great way to soothe a user who is otherwise irritated.

The bottom the bottom line? While it’s impossible to entirely stay clear of the infamous 404 page, it’s still possible to transform this undiscovered function into a valuable advantage.

If you think about what potential customers could be looking for, taking advantage of relevant marketing information and ensuring your 404 page is consistent with the brand’s image You can transform the 404 page from a simple placeholder to marketing and SEO-friendly.

This post was originally published in February 2011 and has been updated for comprehensiveness. link