Do you even know what your error 404 page looks like? 

Most website platforms generate one automatically for you. 

But most website owners aren’t even aware of theirs! 

This one little page can actually make quite a lot of difference… 

To your brand and the way people see you. 

But only if you do it right! 

Let’s have a look at how to write a 404 page that boosts your brand… 

And doesn’t annoy people who land on it! 

What Exactly Is a 404 Page? 

A 404 page is your error page. 

This is where people land if a link to your page is broken. 

We all hope that we’ll never have to use it… 

But it’s worth making sure yours is great. 

So if people do end up on it, instead of getting annoyed… 

They find it memorable and helpful. 

Why You Should Write a Custom 404 Page 

As mentioned, most sites create a default 404 page. 

But this is kind of boring… 

And can drive people away. 

Creating a custom 404 page makes you different. 

You’re not just another boring website that can’t keep its links together. 

Now, you become something interesting. 

And memorable! 

Catches Attention 

Instead of the usual annoyance at the page not working… 

If you have a catchy 404 page, your reader will be intrigued. 

And if you do it well enough, this page will stick in the reader’s mind. 

They’re more likely to remember your brand name. 

More likely to bookmark your site. 

Keeps Readers On Your Site 

Creating a custom 404 page helps to keep people on your site when they would normally be navigating away. 

Rather than clicking off your web page immediately when they realise it’s an error… 

They’re more likely to stay on your site and browse a bit. 

Or search for what they’re looking for. 

And the longer they stay on your site, the better for metrics! 

What to Include On Your 404 Page 

Your Brand Style 

Your error page should match the rest of your site. 

Whatever your design is, it should be in your brand colours. 

The content should be in your brand voice. 

Make sure it still sounds like you! 

The Error 

Obviously, you need to express that there’s been an error. 

If your reader doesn’t understand immediately that it’s an error page… 

There’s a much higher chance of them getting annoyed. 

Also, make sure the content isn’t too fluffy and doesn’t strongly convey that it’s an error page. 

How to Write a 404 Page That Boosts Your Brand 

Learning how to write a 404 page that’s not boring isn’t that hard. 

Here are some of my top tips to make it a stellar one. 

Make It Pretty 

The page should look good. 

It will have your brand colours and logos… 

And it should look attractive. 

That means no clutter… 

Easy-to-read text… 

And a relevant picture if there is one. 

Include Some Humour 

One of the keys to creating a catchy 404 page is humour. 

Sure, you can put a plain ol’ error message in there. 

But a funny one will give your reader a laugh and make them remember you. 

It doesn’t need to be excessive. 

Subtlety can work just as well! 

Include a Search Bar 

Instead of linking back to the home page, include a search bar in your 404 page. 

This means they can search for something similar to what they were looking for in the first place. 

It’s a small step, but could be much appreciated by your reader. 

Link to Somewhere Else 

If you want to, you can add some relevant links instead of a search bar. 

Adobe does a particularly good job of this, as seen below: 

Be careful that you aren’t linking out to irrelevant stuff. 

You could choose to direct them to your blog, services, or FAQs, depending on the nature of your business and website. 

Don’t Forget the Meta Info 

Give your error page a catchy URL and title tag. 

Also, don’t neglect your meta description for this page! 

It’s a small thing, and won’t make much difference for SEO (or any SEO tools you use)

But can make a difference to those who notice it. 

Don’t Overcomplicate It 

Learning how to write a 404 page that’s interesting doesn’t have to be difficult! 

And it definitely doesn’t have to be complicated. 

The less complicated it is, the better. 

Your page should be uncluttered, sleek, and clean. 

Don’t try to be too clever or too fancy. 

The simpler the better! 

Configure Your Server 

Once you have your 404 page, you’ll need to configure your server to use it instead of the default one. 

Most CMSs have a built-in 404 page feature. 

But not all of them do. 

You may need to get your web developer to set it up for you. 

Depending on your content management system, you may be able to Google instructions. 

Don’t forget this step! 

There’s no use having a spectacular 404 page if it isn’t set up and visible! 

In Conclusion 

A 404 page is something that often gets overlooked. 

Sure, it’s something that nobody really wants their readers landing on. 

But neglecting to customise this page is a missed opportunity! 

Learn how to write a 404 page that’s unique, fun, and helpful… 

And you’ll find that people stay longer on your site. 

It doesn’t take much. 

But it’s a worthwhile touch.