We’ve all been there—you click on a link expecting to land on a webpage, only to be met with an error message: "404 – Page Not Found."
A 404 error page appears when someone tries to visit a page that doesn’t exist, whether due to a broken link, a mistyped URL, or a removed or renamed page. But instead of letting your visitors hit a dead end, a thoughtfully designed 404 page can turn a frustrating experience into a productive one—keeping users engaged and guiding them toward key areas of your website.
What is a 404 Error Page?
A 404 page is what visitors see when they land on a URL that no longer exists. This can happen for several reasons:
✔ The page was moved or deleted✔ The visitor mistyped the URL✔ An outdated or broken link directed them to the wrong place
A generic 404 page simply states that the page isn’t available and sends users back to the homepage. But this approach misses a valuable opportunity to redirect visitors to useful content and keep them engaged with your site.
Why Your 404 Page Matters
A well-designed 404 page does more than just notify visitors of an error—it guides them to where they need to go next and keeps them connected to your brand. Here’s why it’s important:
1. It Improves User Experience
Instead of leaving visitors confused or frustrated, a custom 404 page provides clear next steps, reducing the chances of them leaving your site altogether.
2. It Builds Trust and Credibility
Anticipating potential errors and providing a seamless solution shows professionalism and reassures visitors that they’re in the right place. It also signals that you care about their experience on your site.
3. It Reinforces Brand Consistency
A custom 404 page designed to match your branding looks more polished than a generic, default error page. Adding personality—whether through visuals, humor, or messaging—keeps your brand voice consistent and makes the experience more engaging.
4. It Minimizes Frustration and Keeps Visitors Engaged
Instead of a simple error message, a well-structured 404 page guides users to relevant content—whether it’s your services, blog, or contact page. This reduces bounce rates and keeps potential clients on your site longer.
What Should a Custom 404 Page Include?
A great 404 page doesn’t need to be complex, but it should be helpful and easy to navigate. Here’s what you should include:
✔ A clear, friendly message letting users know the page isn’t available✔ Links to key areas of your website—such as your services, blog, or contact page✔ A search bar (optional) so users can easily find what they were looking for✔ A touch of personality—humor, a creative design, or a fun message can make the experience more enjoyable
At Bloom, we go beyond the standard 404 page by using it as a strategic tool—similar to a link-in-bio page—to highlight the most valuable areas of your website. Instead of simply sending visitors back to the homepage, we intentionally guide them toward content that keeps them engaged with your brand.
Final Thoughts
A custom 404 page may seem like a small detail, but it plays a big role in keeping visitors engaged and enhancing your website’s overall user experience. Instead of letting lost visitors exit your site, use this page as an opportunity to redirect them to valuable content, showcase your brand personality, and turn a dead end into a positive interaction.
Need help designing a 404 page that works for your business? Let’s make it happen.
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