Saving traffic with 404 pages
Does my website need a custom 404 page? This question I hear many times. The funny thing is that I hear this question from clients, webmasters and from other so called web designers. Obviously, there is very little concern or understanding of the proper use of a 404 error page, and the benefits of using a custom error page versus using the standard error page.
What causes error pages?
These often ignore pages are born from outdated links, typos, restricted content, server malfunctions, or from visitors requesting a URL that is no longer available. A custom error page will explain this to your visitor and provide them with a way to find what they are looking for. However, too often most webmasters and web designers do not bother to change the standard error page with a custom error page. It's no wonder visitors that are unlucky enough to land on these pages do not bother to look at your site or to return.
How can you plug this traffic leak?
It is completely illogical to pay for traffic and build links only to lose them to the lack of or the improper use of an error page. Therefore, the professional web designer would create and install for you a custom 404 page that will do the following:
For your visitor
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Show your company's name and logo |
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Explain the error to your visitors |
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Apologize for the error to your visitors |
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Provide links to important content on your site |
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Link back to your home page and other main navigation |
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Provide your visitor with a site search feature |
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Provide your visitor with a way to contact you |
For you
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Give you a notification of the error encountered and where is coming from |
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Keep bad links from being ignored and provide you with a mechanism to find them so you can fix them |
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Save valuable traffic by keeping it in your site |
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Show that your website is a professional operation |
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Provides you with a marketing opportunity |
Why would a web designer not include a 404 error page?
Basically, it has to do with two reasons; Lack of concern or lack of knowledge. Let's face it, there are basically two breads of web designers; coders and artists. While the coders would be able and be willing to tackle this issue, most artist web designers do not even have a clue of what is a 404 page and how to code it. Therefore, is obvious from a strictly business prospective that one should look for a web designer that includes this important feature with their designs.
Do you include a 404 error page with your web design?
While many web designers do not include a 404 error page as part of their design, a webmaster for hire will install and code your 404 error page so your site operates smoothly and you do not loose valuable traffic.
