How to Design and Fix Custom 404 Error Pages

Creating a Custom 404 Page with Best Practices

How to fix recurring 404 error issues on your website and improve user experience, conversions, and seo through structured monitoring and timely technical work.

Error 404 is the standard HTTP site response code: the page could not be found, and the status code clearly indicates that the requested resource is missing. As a rule, users see such an error on a website when they click on a link that leads to an already non-existent page, which harms user experience and can reduce conversions and search engines rankings.

Causes of error 404 on your website

Most often, the reason for such an error is related to routine technical issues and content changes on websites:

• broken link, including internal broken links discovered by a crawler or manual check;
• incorrect page address change without redirect or proper server configuration;
• deleting the requested page during content updates or product catalog changes;
• error when writing the URL in the address bar caused by typos or mistyped characters.

The appearance of many 404 errors can be caused by a virus attack, for example, the placement of doorways on the site, malicious scripts in a directory, or incorrect htaccess rules in the root of the hosting account.

It is impossible to completely exclude the occurrence of a 404 error, it can occur on any site. For example: the address has been changed somewhere, some section or page has been deleted, and the old links have remained and continue to lead users to a dead end. Such a situation may occur when deleting product cards in online stores or when outdated landing URLs are removed during digital marketing campaigns.

The best way to make sure that visitors do not get to the 404 page is to regularly check for “broken” links on the site using tools such as Labrika, Screaming Frog, server logs, and google search console reports. This applies to both internal linking and external links to other resources, where you should track moved content, deleted pages, and incorrect http addresses.

Business impact of multiple 404 error signals

The appearance of a significant list of 404 responses on a website often indicates structural problems and poor navigation, which can increase bounce rate and reduce the effectiveness of online marketing strategy. When an error occurs frequently, users and visitors lose trust, and potential leads may never reach a product or services section.

From an seo and performance point of view, addressing errors quickly helps prevent crawl budget waste, improves how search engines perceive the website, and supports better rankings for important landing documents instead of generic error message screens.

This guide explains how Labrika helps you identify fix priorities, understand causes and reason of each error, and build a clear plan of action for addressing errors effectively.

Why do I need to set up a 404 response code?

By itself, the presence of a 404 error on the site is not a problem. But so that the presence of such pages does not lead to a deterioration in the ranking of the resource, they must be properly configured—to give the server response code 404. It is this response that informs the search robot that this page does not exist, and prevents its indexing, while still remaining a custom error page that can be helpful for the user.

This allows you to avoid duplicates and reduce the quality of the site degradation in the eyes of search engines, because the crawler can clearly understand the type of response and skip content that should not be in the index.

If the answer 200 is given instead of the 404 code, a lot of empty pages will get into the index. They will create duplicates that will be scanned by a search robot instead of real-life pages with high-quality content, and such a problem negatively affects traffic distribution and website optimization efficiency.

In addition, if non-existent pages do not give a 404 response code, unscrupulous competitors can simply send them to the search index, for example, by posting links to such pages. New URLs are also created for non-existent pages of a competing site in order to increase their number in the search. As a result, the crawler manages to scan only non-existent pages and lowers the site in the SERP as low-quality, while your company loses potential customers and business opportunities.

Thus, the correct configuration and design of the 404 page is important—this is a prerequisite for the correct operation and successful promotion of any web resource, especially when you want to provide a good user experience and strong brand consistency.

Why do I need a 404 error page?

From a technical point of view, this is a regular site page that is issued in the absence of the requested document and works as a default response for a specific type of client request. It should inform the user that there is no document at such an address, and provide an opportunity for further work with the site through clear navigation, homepage links, or a sitemap section.

Otherwise, visitors may leave the web resource, which will lead to loss of web traffic and deterioration of behavioral factors, including bounce rate, time on site, and micro conversions that search engines may interpret as signals of poor relevance.

How should a page with a 404 error be designed?

A standard 404 page is usually uninformative and has nothing to do with a specific site, often showing only a generic browser message or server text that doesn’t help the person understand what to do next.

Sometimes, visited such a page, the user may not even understand what happened, because the error message does not explain the causes or offer any solution. Therefore, site owners are recommended to create their own 404 page using a more engaging, brand-aligned template. First, the page should be convenient and useful for the user, the visitor should understand that the page does not exist and be able to go to other sections of the site.

There are a number of requirements for the design of the 404 page from search engines. Google has repeatedly made recommendations on the issue, and they are aligned with general user experience principles, accessibility standards, and common marketing logic.

Recommendations for creating a 404 page from Google

Based on these recommendations, the following ideas can be distinguished and implemented as part of your optimization work:

• It should be clear to users that the page is not available—it should look different from other pages on the site, and the error message should state that an error occurs when trying to access the requested url.
• However, the design of the Not Found page should be made in the same style as the entire site. This will help the user to understand that he was on the needed resource, recognize the brand, and trust that the company controls the situation.
• It is good if the page contains links to the main page, in this case, the user will be able to easily continue working with the resource, return to the homepage, or open a sitemap to explore important sections.
• It will be relevant to place a search bar on such a page so that the visitor can immediately find the information he is interested in and quickly enter new queries instead of leaving.
• Provide an opportunity to report the problem. This will not only show concern for users, but also allow you to additionally monitor and eliminate errors through email alerts, forms, or integration with support apps and ticket systems.
• Promptly remove from search engine's index page that doesn't exist using Google Search Console and similar tools, ensuring that deleted pages or missing pages do not stay indexed longer than necessary.
• When replacing a product with a similar one, it is worth redirecting to it so that the search engine does not consider this page a duplicate, and so that users and visitors are automatically directed to a relevant product or services offer.

A properly designed 404 error page looks like this: it uses clear text, humor can be added carefully, navigation is obvious, and all elements are responsive across devices so that mobile users do not feel additional frustration.

Key elements of a custom error page that improve user experience

To create a custom 404 page that is truly page helpful, site owners should ensure that important elements are present and regularly updated by the content and development team.

• Clear explanation of the error, including a short description of why the error occurs and what the user can do next.
• Prominent link to the home section, a structured sitemap, and other main navigation elements to help users quickly access relevant content.
• A search function that allows users to enter a new query and find articles, products, or services without leaving the website.
• Links to popular resources, for example, top articles, categories, or landing sections that often lead to conversions.
• Contact information or a contact form so a person can report an issue, ask a question, or request support from a manager if an important resource doesn’t exist anymore.
• Optional creative illustration, animated elements, or brand-driven humor that creates a positive impression, but does not distract from the main action you want users to take.

Using Labrika reports, you can identify fix priorities, see which urls most often return 404, understand how users reach them, and then plan specific fixes, redirects, and content updates.

As already mentioned, from a technical point of view, this is an ordinary site page, and it is created using HTML. It can also be created using a text editor in all popular CMS:

After creating the page, you need to register the rule in the file .htaccess, which is located in the root system of the site. .htaccess is a special file in which you can specify additional rules and parameters related to the operation of the site.

So that when users get to a non-existent resource, a page with the 404th error is indicated, you need to register the following command:

ErrorDocument 404 http://www.site.ru/404.html

where http://www.site.ru/404.html—link to a ready-made page template for error 404.

Follow the above rules, and the presence of a 404 error will not worsen the position of your site, but on the contrary, it can become its advantage.

Interesting and useful error 404 pages will attract the attention of users and improve the behavioral factors of your resource.

How do I create a page for error 404?

As already mentioned, from a technical point of view, this is an ordinary site page, and it is created using HTML. It can also be created using a text editor in all popular CMS, frameworks, and wordpress-based platforms where configuration of a custom error page is available in the settings.

After creating the page, you need to register the rule in the file .htaccess, which is located in the root system of the site, or configure a similar rule in the server or hosting control panel. .htaccess is a special file in which you can specify additional rules and parameters related to the operation of the site, including redirect rules and error document configuration.

So that when users get to a non-existent resource, a page with the 404th error is indicated, you need to register the following command in the appropriate path or directory configuration:

ErrorDocument 404 http://www.site.ru/404.html

where http://www.site.ru/404.html—link to a ready-made page template for error 404 that you build as a custom error page with your brand style, navigation, and clear call to action.

Practical steps for creating a custom 404 page

To create custom 404 page templates that work properly across different websites, follow a simple step-by-step plan and ensure technical accuracy.

1. Start by defining the goal of the 404 response: reduce bounce, increase return to homepage, and improve user experience by providing helpful options instead of a dead end.
2. Write unique text that clearly states that the error occurs because the resource doesn’t exist, may have been moved, or the url was mistyped, and explain how the user can continue.
3. Add navigation elements: links to home, key categories, a sitemap, and any important section that often drives traffic and leads.
4. Include a search box and internal search configuration so that users can quickly find information and products without manual browsing.
5. Ensure the template is responsive, tested in different browser versions, and displays correctly on mobile devices to maintain good user experience metrics.
6. Implement tracking: add analytics tags to understand how many users see the 404, where they come from, and which internal or external sources cause errors.
7. Use tools such as Labrika, server logs, and a checker to identify fix opportunities, track incorrect links, and see which external sources send traffic to missing resources.
8. Regularly review and update the 404 content so that the information, links, and design remain current, and the page supports your overall marketing strategy.

Such a structured process helps ensure that the 404 response works as an asset, not a problem, and that each error becomes an opportunity to keep users on the website instead of losing them.

Labrika’s role in addressing 404 errors

Labrika offers practical tools that help you identify fix priorities, understand where 404 responses come from, and see which internal sections generate the most errors.

The system automatically scans the site, detects broken links, missing resources, and outdated redirects, and then provides a clear list with each url, status code, source, and recommended action. This allows a manager or developers team to work through issues manually or in bulk, implementing solutions that reduce errors and improve user experience.

By using Labrika data together with google search console reports, you can more easily track cases where a page was deleted, moved, or incorrectly redirected, and quickly apply fixes before users or search engines are negatively affected.

For marketing teams, the analytics around 404 statistics show which campaigns or external articles frequently send traffic to outdated urls, making it easier to contact partners, correct links, and share updated locations of important resources.

Additional recommendations and good practices

When planning a custom error page, it is important to think not only about technical correctness but also about communication and brand perception. The content should be simple to read, free from confusing jargon, and aligned with your privacy policy and terms, especially if you collect email or other data through the form on the 404 response.

Use clear language, avoid blaming users for typos, and instead offer friendly guidance that explains what may have happened and how they can quickly get back to meaningful content. This attitude supports a positive brand image and can even lead users to explore more of your resources than they originally intended.

In many cases, companies also place links to reviews, key services, or a blog, turning the 404 into a small landing element that still supports business goals without being intrusive.

Testing and optimization should be ongoing. Check regularly that redirects work, that no internal links point to deleted content, and that the 404 template loads fast and doesn’t create additional server load. Properly implemented, such a solution reduces frustration, maintains good performance, and helps the website work as a coherent system.

Checklist for technical and marketing teams

This checklist helps align developers, content managers, and marketers so that all technical responses, templates, and redirects support business goals and seo performance.

• Maintain a single, centralized list of all important urls, including commercial sections, categories, and key articles that generate leads and sales.
• Before removing any document, check internal links, external links from partners, and campaigns to prevent unnecessary broken navigation.
• Use crawling tools and access logs to reveal dead resources, outdated directories, and paths that no longer exist but still receive traffic.
• Configure tracking for visits to the not-found template in analytics, and build custom reports that show sources, campaigns, and referrers that most often send visitors to missing resources.
• Set clear internal rules for content changes so that every new product, service, or blog material follows a consistent structure and naming convention.
• Document the technical configuration in a short guide so that a new manager or developers can quickly understand the current settings, file locations, and server rules.

Common mistakes that reduce effectiveness

Even when the technical setup seems correct, several frequent mistakes prevent the not-found template from working effectively for marketing and seo.

• Using generic system text that doesn’t match the brand tone, doesn’t explain the situation, and doesn’t guide visitors to the next action.
• Placing too many distracting banners or unrelated offers so that people do not understand the main options and simply close the tab.
• Forgetting to update links on the template after a redesign, domain change, or restructuring of key sections, which sends people back to outdated locations.
• Leaving old campaign urls active in ads, newsletters, or social posts after the associated content has been removed or moved.
• Not testing the template across different devices, screen sizes, and browsers, which can lead to layout problems and reduced engagement.
• Ignoring analytics and not reviewing trends, so recurring issues remain unnoticed and continue to harm traffic quality.

Monitoring and continuous improvement

To keep the not-found handling effective over time, treat it as an ongoing process rather than a one-time technical task.

• Schedule regular technical audits using automated tools and manual checks to detect new problematic urls.
• Review analytics dashboards monthly to see which sections cause the most navigation issues and prioritize them for fixes.
• Coordinate with the content and marketing team before seasonal campaigns, launches, or structural changes to prevent sudden spikes in issues.
• Collect feedback from support staff, who often receive reports from people that cannot reach the needed resource, and include this data in planning.
• Test small changes to wording, layout, and navigation on the not-found template to see which variants keep visitors engaged longer and lead them back into the main conversion funnels.

Integrating with broader seo and content strategy

Handling missing resources correctly is part of a broader approach to technical seo, content governance, and digital marketing.

• Align the structure of the not-found template with the overall navigation and hierarchy so that visitors always see familiar elements.
• Use this template to highlight several core resources, such as top categories, popular guides, or important services, without turning it into a full landing screen.
• Ensure that all messaging remains consistent with brand positioning, privacy policy, and terms, especially when forms or contact options are present.
• Include this topic in internal training for editors and managers so that everyone understands the impact of removing or renaming important documents.
• Periodically benchmark your solution against competitors and leading resources in your industry to get inspiration and identify ideas that could be implemented on your own site.

Working with Labrika data in practice

When using Labrika, teams gain structured information that helps them act quickly and effectively.

• Technical specialists can open detailed reports, filter by status code, and immediately see which internal or external links lead to missing resources.
• Content managers can read recommendations, understand which sections require new material or redirects, and plan updates accordingly.
• Marketing staff can track the impact of campaign urls, identify problematic ads or newsletters, and correct links before they waste more budget.
• Company leadership receives aggregated data that shows trends, potential risks, and the effect of implemented fixes on organic traffic and engagement metrics.

This coordinated approach ensures that problems are detected early, addressed systematically, and prevented from recurring, which ultimately supports stable growth in organic visibility, visitor satisfaction, and business results.

Updated on January 20, 2026.