![\"\"](\"/images/content/5c6/594c69c658a461d8b4581/742_-531-)
Source: Amazon
\r\nClicking a link and ending up on a 404 page can be upsetting for website users, but many companies have turned this less-than-ideal experience into a chance to build their brands.
\r\nWhether it's Amazon showcasing its employees' dogs or Pixar featuring a character from its popular movie Inside Out, many companies use 404 error pages to amuse readers and direct them to other portions of their website.
Business.com community member Alex Clark recently asked, \"Is it really worth having a custom 404 error page on your website?\" The short answer to Alex's question is yes.
\"It is very easy to create a unique 404 page, so I don't think it is even a decision whether or not to do it,\" said Jeff Moriarty, digital marketing manager at Tanzanite Jewelry Designs. \"You just need to do it. Think about the potential increase in visitors going on to another page on your website instead of hitting the back button because of the default 404 they see everywhere else. I honestly don't see a downside to using one.\"
\r\nWe spoke to a handful of marketing professionals and learned of a few key benefits to having a 404 error page on your website's business.
\r\nThe initial reaction of clicking a link only to have it lead to a 404 error is likely to be negative. Creating a unique 404 error page can quickly turn frustration into a laugh.
\r\n\"Finding yourself on a 404 page can be a frustrating experience for a user – you've essentially dead-ended in trying to find the thing you're looking for,\" said Christine Austin, creative lead at IMPACT. \"Because of this, creating a 404 page that eases that frustration – either through playful content, visual elements or suggestions to getting them to the right place – can be a great way to ease that negative emotion.\"
\r\nCompanies like Drift and HBO have turned their 404 error pages into opportunities to make website visitors laugh. Turning a negative experience into a positive one is an important benefit of creating a unique 404 error page.
\r\n![\"\"](\"/images/content/5c6/59cb77b4374185b8b4582/742_-466-)
\"It also appears that you, the company, took the extra step to make sure you are creating the best experience for your users, even if they end up on a page that no longer exists,\" Austin said.
\r\nWhen used properly, a unique 404 error page keeps website visitors navigating through different portions of your site.
\r\n\"Funny 404 pages can definitely help to diffuse some of the frustration in visitors who can't find what they're looking for,\" said David Mercer, head of online strategy and new business at SME Pals. \"However, funny is still not as good as useful in this instance. More often than not, users will simply hit the back button on their browser and look elsewhere. Unhelpful 404 pages can drive valuable traffic away by providing a poor user experience.\"
\r\nArguably the most important reason to create a unique 404 error page is to direct traffic back to your site. You can include hyperlinks to your homepage, your most popular content or even articles that are trending that day. The degree of detail on your 404 error page is up to you, although a link to your business's homepage is a good starting place for nearly every organization.
\r\nIn our discussion on Alex Clark's question, Business.com community manager Taylor Perras stressed the importance of keeping users on your site. Don't let a simple 404 error be the reason a visitor leaves your site.
\r\n\"Don't let your 404 page be a dead end,\" Perras said. \"At the bare minimum, add a [call-to-action] back to your homepage for the user to begin their search over. If you have the ability, serve up general content that relates to your industry or talks up your business.\"
\r\nThe Business.com community members also had some advice: \"You can also use your 404 page to get other insight into your visitors' behavior. A broken link can come from anywhere -- internal to your website, or external -- so having a custom page with Google Analytics code will enable you to get some insight into where the bad link exists and give you an opportunity to do something about it,\" said Chris Martin, managing partner at Brass Ring Consulting Group and Business.com member.
\r\nThere's no reason to let potential customers walk away from your website. A custom 404 error page doesn't have to be funny, but steering users back to your site to find what they're looking for is a digital marketing best practice.
\r\nIf you run a marketing firm and someone lands on your 404 error page, take the opportunity to show off your creativity with a funny or engaging page. If you run a restaurant, you can crack a joke or include links to your homepage, menu or contact information. Some businesses may opt for all three options. The exact specifications of your 404 page depend on what best aligns with your business.
\r\n\"The error page should match the look and feel of the rest of the website,\" Perras said. \"An unfamiliar looking page will surprise the user and make them feel like they are somewhere they aren't supposed to be, causing them to leave the site.\"
\r\nThe best 404 pages stay true to your brand's image and voice. Don't try to be something you're not. If your business gives off a serious vibe, making a joke might not be the best play for your 404 page. Stick with what's helped make your business successful previously. In the end, many users just like custom 404 pages that help them get to where they wanted to go.
\r\n\"A uniquely designed and interactive 404 page shows the brand's quality,\" said Nina Krol, content marketing specialist at Zety. \"If the webmaster has put an effort into taking care of the error page, you can probably expect an extraordinary experience from the functioning part of the web page. Interacting with a visitor on the 404-page level is a way to admit that something has failed but not to let the visitor go and to show that you care.\"
\r\nIt's a good idea to create a unique 404 error page. Putting in a little extra effort into an error page can show users that you care about their experience on your website. The page also keeps visitors on your website and gives your business a chance to showcase its personality. Making a custom 404 page is a smart business decision.
\n","docType":"article","guid":"articles_1530fdd9fd866111b6e769928bb41c8f","lastModified":"2019-02-19T14:00:00.000Z","published":"2019-02-19T14:00:00.000Z","structuredData":null,"subtitle":"Creating a unique 404 error page for your website is a good marketing practice.","template":"legacy","title":"Benefits of a Unique 404 Error Page","type":"article","author":{"avatar":null,"bio":"Bennett is a B2B editorial assistant based in New York City. He graduated from James Madison University in 2018 with a degree in business management. During his time in Harrisonburg he worked extensively with The Breeze, JMU’s student-run newspaper. Bennett also worked at the Shenandoah Valley SBDC, where he helped small businesses with a variety of needs ranging from social media marketing to business plan writing.","name":"Bennett Conlin","image":null,"slug":null,"social":{"facebook":"","linkedin":"https://www.linkedin.com/in/bennett-conlin-668784141/","twitter":"https://twitter.com/bennettconlin","website":"https://www.business.com/"},"status":"enabled","title":null,"type":"New BDC Member","user":{"imagePath":"https://staging.business.com/images/uploads/user/profile/2460f5a20327561096f2e1edbc8f559f09ac8.jpg","profile":{"company":"Business.com","jobTitle":"Staff writer","website":"https://www.business.com/"}}},"breadcrumbs":null,"channels":{"primary":{"name":"Marketing","slug":"marketing"},"sub":{"name":"Marketing Strategy","slug":"marketing-strategy"}},"meta":{"robots":"index, follow","description":"Creating a unique 404 page gives your business a chance to showcase its brand identity.","title":"3 Reasons to Create a Unique 404 Error Page - business.com"},"parsedContent":{"toc":[{"id":"reduce-negative-emotions","title":"Reduce negative emotions"},{"id":"keep-users-on-your-site","title":"Keep users on your site "},{"id":"showcase-your-brand","title":"Showcase your brand "},{"id":"the-bottom-line","title":"The bottom line"}],"json":[{"component":"p","children":["Clicking a link and ending up on a 404 page can be upsetting for website users, but many companies have turned this less-than-ideal experience into a chance to build their brands."]},{"component":"p","children":["Whether it's Amazon ",{"component":"a","props":{"href":"https://blog.aboutamazon.com/working-at-amazon/how-much-does-amazon-love-dogs-just-ask-one-of-the-6-000-pups-that-work-here","target":"_blank","rel":"nofollow"},"children":["showcasing its employees' dogs"]}," or Pixar ",{"component":"a","props":{"href":"https://www.pixar.com/404","target":"_blank","rel":"nofollow"},"children":["featuring a character"]}," from its popular movie ",{"component":"i","children":["Inside Out"]},", many companies use 404 error pages to amuse readers and direct them to other portions of their website.",{"component":"br"},{"component":"br"}]},{"component":"figure","props":{"className":"aligncenter med"},"children":[{"component":"picture","children":[{"component":"source","props":{"srcSet":"/images/content/5c6/594c69c658a461d8b4581/742_-531- 742w, /images/content/5c6/594c69c658a461d8b4581/412_-295- 412w, /images/content/5c6/594c69c658a461d8b4581/206_-147- 206w","sizes":"(min-width: 870px) 412px, (min-width: 400px) 38vw, 62%"}},{"component":"img","props":{"src":"/images/content/5c6/594c69c658a461d8b4581/800-573-","alt":"","width":"800","height":"573","data-content-img-id":"5c6594c69c658a461d8b4581"}}]},{"component":"figcaption","props":{"className":"mceNonEditable"},"children":["One of Amazon's 404 error pages."]},{"component":"div","props":{"className":"attributionLink"},"children":["Source: Amazon"]}]},{"component":"p","children":[{"component":"br"},"Business.com community member ",{"component":"Link","props":{"href":"https://www.business.com/advice/answers/question/is-it-really-worth-to-have-a-custom-404-error-pag/","target":"_blank"},"children":["Alex Clark recently asked,"]}," \"Is it really worth having a custom 404 error page on your website?\" The short answer to Alex's question is yes."]},{"component":"p","children":["\"It is very easy to create a unique 404 page, so I don't think it is even a decision whether or not to do it,\" said Jeff Moriarty, digital marketing manager at ",{"component":"a","props":{"href":"https://www.tanzanitejewelrydesigns.com/","target":"_blank","rel":"nofollow"},"children":["Tanzanite Jewelry Designs"]},". \"You just need to do it. Think about the potential increase in visitors going on to another page on your website instead of hitting the back button because of the default 404 they see everywhere else. I honestly don't see a downside to using one.\""]},{"component":"p","children":["We spoke to a handful of marketing professionals and learned of a few key benefits to having a 404 error page on your website's business."]},{"component":"h2","props":{"id":"reduce-negative-emotions"},"children":["Reduce negative emotions"]},{"component":"p","children":["The initial reaction of clicking a link only to have it lead to a 404 error is likely to be negative. Creating a unique 404 error page can quickly turn frustration into a laugh."]},{"component":"p","children":["\"Finding yourself on a 404 page can be a frustrating experience for a user – you've essentially dead-ended in trying to find the thing you're looking for,\" said Christine Austin, creative lead at ",{"component":"a","props":{"href":"https://www.impactbnd.com/","target":"_blank","rel":"nofollow"},"children":["IMPACT"]},". \"Because of this, creating a 404 page that eases that frustration – either through playful content, visual elements or suggestions to getting them to the right place – can be a great way to ease that negative emotion.\" "]},{"component":"p","children":["Companies like ",{"component":"a","props":{"href":"https://www.drift.com/whoops-this-page-doesnt-exist/","target":"_blank","rel":"nofollow"},"children":["Drift"]}," and ",{"component":"a","props":{"href":"https://www.hbo.com/404","target":"_blank","rel":"nofollow"},"children":["HBO"]}," have turned their 404 error pages into opportunities to ",{"component":"a","props":{"href":"https://elementor.com/blog/404-page-inspiration/","target":"_blank","rel":"nofollow"},"children":["make website visitors laugh."]}," Turning a negative experience into a positive one is an important benefit of creating a unique 404 error page."]},{"component":"figure","props":{"className":"aligncenter med"},"children":[{"component":"picture","children":[{"component":"source","props":{"srcSet":"/images/content/5c6/59cb77b4374185b8b4582/742_-466- 742w, /images/content/5c6/59cb77b4374185b8b4582/412_-259- 412w, /images/content/5c6/59cb77b4374185b8b4582/206_-129- 206w","sizes":"(min-width: 870px) 412px, (min-width: 400px) 38vw, 62%"}},{"component":"img","props":{"src":"/images/content/5c6/59cb77b4374185b8b4582/800-503-","alt":"","width":"800","height":"503","data-content-img-id":"5c659cb77b4374185b8b4582"}}]},{"component":"figcaption","props":{"className":"mceNonEditable"},"children":["HBO's 404 error page."]},{"component":"div","props":{"className":"attributionLink"},"children":["Source: Home Box Office Inc."]}]},{"component":"p","children":["\"It also appears that you, the company, took the extra step to make sure you are creating the best experience for your users, even if they end up on a page that no longer exists,\" Austin said. "]},{"component":"h2","props":{"id":"keep-users-on-your-site"},"children":["Keep users on your site "]},{"component":"p","children":["When used properly, a unique 404 error page keeps website visitors navigating through different portions of your site. "]},{"component":"p","children":["\"Funny 404 pages can definitely help to diffuse some of the frustration in visitors who can't find what they're looking for,\" said David Mercer, head of online strategy and new business at ",{"component":"a","props":{"href":"https://smepals.com/","target":"_blank","rel":"nofollow"},"children":["SME Pals"]},". \"However, funny is still not as good as useful in this instance. More often than not, users will simply hit the back button on their browser and look elsewhere. Unhelpful 404 pages can drive valuable traffic away by providing a poor user experience.\""]},{"component":"p","children":["Arguably the most important reason to create a unique 404 error page is to direct traffic back to your site. You can include hyperlinks to your homepage, your most popular content or even articles that are trending that day. The degree of detail on your 404 error page is up to you, although a link to your business's homepage is a good starting place for nearly every organization."]},{"component":"p","children":["In our discussion on Alex Clark's question, Business.com community manager ",{"component":"Link","props":{"href":"https://www.business.com/advice/member/p/taylor-perras/","target":"_blank"},"children":["Taylor Perras"]}," stressed the importance of keeping users on your site. Don't let a simple 404 error be the reason a visitor leaves your site."]},{"component":"p","children":["\"Don't let your 404 page be a dead end,\" Perras said. \"At the bare minimum, add a [call-to-action] back to your homepage for the user to begin their search over. If you have the ability, serve up general content that relates to your industry or talks up your business.\" "]},{"component":"p","children":["The Business.com community members also had some advice: \"You can also use your 404 page to get other insight into your visitors' behavior. A broken link can come from anywhere -- internal to your website, or external -- so having a custom page with Google Analytics code will enable you to get some insight into where the bad link exists and give you an opportunity to do something about it,\" said ",{"component":"Link","props":{"href":"https://www.business.com/advice/member/p/chris-martin/","target":"_blank"},"children":["Chris Martin"]},", managing partner at Brass Ring Consulting Group and Business.com member. "]},{"component":"p","children":["There's no reason to let potential customers walk away from your website. A custom 404 error page doesn't have to be funny, but steering users back to your site to find what they're looking for is a digital marketing best practice."]},{"component":"h2","props":{"id":"showcase-your-brand"},"children":["Showcase your brand ",{"component":"em"}]},{"component":"p","children":["If you run a marketing firm and someone lands on your 404 error page, take the opportunity to show off your creativity with a funny or engaging page. If you run a restaurant, you can crack a joke or include links to your homepage, menu or contact information. Some businesses may opt for all three options. The exact specifications of your 404 page depend on what best aligns with your business."]},{"component":"p","children":["\"The error page should match the look and feel of the rest of the website,\" Perras said. \"An unfamiliar looking page will surprise the user and make them feel like they are somewhere they aren't supposed to be, causing them to leave the site.\""]},{"component":"p","children":["The best 404 pages stay true to your brand's image and voice. Don't try to be something you're not. If your business gives off a serious vibe, making a joke might not be the best play for your 404 page. Stick with what's helped make your business successful previously. In the end, many users just like custom 404 pages that help them get to where they wanted to go."]},{"component":"p","children":["\"A uniquely designed and interactive 404 page shows the brand's quality,\" said Nina Krol, content marketing specialist at ",{"component":"a","props":{"href":"https://zety.com/","target":"_blank","rel":"nofollow"},"children":["Zety"]},". \"If the webmaster has put an effort into taking care of the error page, you can probably expect an extraordinary experience from the functioning part of the web page. Interacting with a visitor on the 404-page level is a way to admit that something has failed but not to let the visitor go and to show that you care.\""]},{"component":"h2","props":{"id":"the-bottom-line"},"children":["The bottom line"]},{"component":"p","children":["It's a good idea to create a unique 404 error page. Putting in a little extra effort into an error page can show users that you care about their experience on your website. The page also keeps visitors on your website and gives your business a chance to showcase its personality. Making a custom 404 page is a smart business decision."]}]},"resource":null,"sponsorship":null,"thumbnail":{"path":"https://staging.business.com/images/content/5c6/58ee25a215e6d508b4588/1500-0-","caption":"Ksusha Dusmikeeva/Shutterstock","isBlurred":true},"bestPicks":null},"related":{"relatedArticles":[{"title":"Logo Remixes: Are These Big Brand Logo Changes Hits or Misses?","canonical":"https://www.business.com/articles/are-these-big-brand-logo-changes-hits-or-misses/","slug":"are-these-big-brand-logo-changes-hits-or-misses","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"Let's take a close look at big brand logo design successes and failures, plus key takeaways for your business.","lastModified":"2015-09-23T16:00:00Z","published":"2015-09-23T16:00:00Z","sponsored":false},{"title":"Why and How to Create Video Content to Help Your Business","canonical":"https://www.business.com/articles/video-content-marketing-for-business/","slug":"video-content-marketing-for-business","thumbnail":"https://www.business.com/images/content/5e0/698359c658a464e8b456e/1500-0-","dek":"Find out why viewers respond to video content marketing and how it can help your business.","lastModified":"2020-07-23T17:48:00Z","published":"2019-12-30T13:00:00Z","sponsored":false},{"title":"Brand Reputation: How to Protect Your No. 1 Asset","canonical":"https://www.business.com/articles/protect-brand-reputation/","slug":"protect-brand-reputation","thumbnail":"https://www.business.com/images/content/5e0/6a8407b4374280b8b4573/1500-0-","dek":"Your most valuable asset is your brand reputation. Learn how to protect it.","lastModified":"2019-12-31T17:00:00Z","published":"2019-12-31T17:00:00Z","sponsored":false},{"title":"How to Inject Creativity Into Your Business's Marketing Methods","canonical":"https://www.business.com/articles/inject-creativity-into-your-business-marketing-methods/","slug":"inject-creativity-into-your-business-marketing-methods","thumbnail":"https://www.business.com/images/content/5e0/b9a7c5a215e2b0d8b4576/1500-0-","dek":"The more creativity you can include in your campaigns, the better off you (and your brand) will be.","lastModified":"2020-01-05T13:00:00Z","published":"2020-01-05T13:00:00Z","sponsored":false},{"title":"How to Measure Your Brand Awareness Online","canonical":"https://www.business.com/articles/measure-brand-awareness-online/","slug":"measure-brand-awareness-online","thumbnail":"https://www.business.com/images/content/5d2/ca6d27b43743d478b457b/1500-0-","dek":"The more consumers are aware of your brand, the likelier you are to gain their business.","lastModified":"2019-07-16T14:00:00Z","published":"2019-07-16T14:00:00Z","sponsored":false},{"title":"Logo Remixes: Are These Big Brand Logo Changes Hits or Misses?","canonical":"https://staging.business.com/articles/are-these-big-brand-logo-changes-hits-or-misses/","slug":"are-these-big-brand-logo-changes-hits-or-misses","thumbnail":"https://staging.business.com/images/content/560/2d7953287b183658b4585/1500-0-","dek":"Let's take a close look at big brand logo design successes and failures, plus key takeaways for your business.","lastModified":"2019-07-31T20:57:10Z","published":"2015-09-23T16:00:00Z","sponsored":null},{"title":"How to Manage Digital Marketing for Small Business","canonical":"https://www.business.com/articles/the-digital-marketing-revolution-and-how-small-business-owners-can-keep-up/","slug":"the-digital-marketing-revolution-and-how-small-business-owners-can-keep-up","thumbnail":"https://www.business.com/images/content/5db/99fc09c658a1b268b4579/1500-0-","dek":"As the digital marketing landscape changes and evolves, what small business owners need to know in order to stay ahead of the curve.","lastModified":"2019-11-01T18:00:00Z","published":"2019-11-01T18:00:00Z","sponsored":false},{"title":"How to Give Your Business a Digital Makeover (and Why You Should)","canonical":"https://www.business.com/articles/give-your-business-a-digital-makeover/","slug":"give-your-business-a-digital-makeover","thumbnail":"https://www.business.com/images/content/5eb/abd069c658aa53e8b458b/1500-0-","dek":"Updating your business's digital appearance and strategies is essential to stay relevant and appealing to your audience. 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