Make your 404 page a destination

Take a look at your existing 404 page and consider what improvements you could make. Take a look at your existing library of content and think about what would be most relevant and useful.

Also, use your analytics: if there’s a specific part of the journey where users keep 404’ing, it may be that a backlink or internal link is broken and a fix is required - you can either fix the broken internal Iink, add a redirect to go from the incorrect URL to a correct URL, or create a new page that exists at that URL.

404 pages are typically neglected and rarely seen as a source of value. By adding valuable content, this often frustrating-inducing page could be repurposed as something positive for users. Turn a negative moment into a positive one.

As well as offering additional value, remember to clearly communicate that this is a 404 page and that the user’s requested page could not be found, to avoid confusion.