How to succeed at failing: 404 pages

To err is human; to make the most of an error is a web designer's work. 404 pages are the perfect excuse to keep users clicking the pages you want them to navigate.?

A big part of planning a website is knowing that something will go wrong at some point. 404 pages come from a slip of the user, an expired link, or missing content. No matter the issue, there is a way to keep the user from the frustration of a dead end.?

By handling three simple aspects of the web design, you can end up with a 404 page that serves as a redirection tool for your users to land where you want them to.?

The Copy

Keep the communication and the storytelling in the error message. With a brief explanation of what seems to be the problem and a smart suggestion on what to do next, users will maintain the connection with the brand.?

Forget words of warning or the overused “something went wrong” message. When writing the copy, stick to the language and tone of the brand, and be clear, not clever. Puns and witty message work on social media, but sharp and direct messages work a long way on websites where the user is looking for a quick answer.?

The Graphics

404 pages had the tendency to be bland, but now that their potential is obvious, designers are putting as much effort into them as on the home page. Think of them as a way to visually tip off the user they are getting far from where they need to be.?

Getting directed to an error page will always be unpleasant for the user, so at least make it attractive. Design another touchpoint for the brand by using the same palette and graphic elements, but keep it simple enough to not be distracting.

The Call-To-Action

Don’t stop at a pleasant design with a concise message. Make your 404 page a source for the user to find what they need. Offer a solution in the form of a way back to the home page, a search bar, a redirecting link, or a few buttons that lead the user to the pages you want. Who doesn’t love to push buttons??

Now for the inside job, the call to action is to analyze what is going wrong. How to minimize the times users get to the error page. Correct anything you can to improve the speed and functionality of the navigation through your site.?

Profit from the website's mistakes and direct traffic where you need it, make a stronger connection with the user and keep the brand top of mind with the 404-page design.