How to use 404 pages creatively to retain users

404 pages are an annoyance for many website visitors. Every website has to deal with it from time to time: a visitor lands on a page that does not exist and receives a 404 error message. Often, this means the end of the user’s journey. However, it doesn’t have to be that way.

A well-designed 404 page not only keeps users on your website, but also contributes to a positive impression of your brand. For a site like Ralfvanveen.com, this presents opportunities to use even an error page to your advantage.

What is a 404 page and why is it important?

A 404 page is displayed when a visitor tries to access a URL that does not exist (anymore). This can happen due to mistyped URLs, broken links on your own site or external sites, or deleted content without correct redirects.

Although a 404 page is technically an error message, it is also an opportunity to surprise, inform or direct your visitors back to relevant content.

The benefits of a creative 404 page

A creative 404 page offers several benefits. It helps keep visitors on your site by inviting them to continue navigating instead of leaving. With a humorous or eye-catching approach, you can leave a positive impression and build brand sympathy, even in unexpected situations.

In addition, a well-designed 404 page provides an opportunity to direct users back to valuable content through relevant links or call-to-actions, so even an error page contributes to conversion opportunities.

An effective 404 page combines creativity and usability. Provide clear communication by kindly informing visitors that the page does not exist, for example, with phrases such as, “Oops, this page seems to have disappeared.” Avoid technical terms and keep the message accessible. Use the page to reinforce your brand identity.

Also include humor, creative visuals or an eye-catching message that fits your style. For example, for a site like Ralfvanveen.com, this could be a funny SEO-related comment.

Offer visitors useful navigation options, such as a search bar, links to popular content or a redirect to the homepage. For Ralfvanveen.com, links such as “Check out my SEO services” or “Read my latest blog posts” could be helpful.

Visual elements, such as a fun image or animation, attract extra attention and make the experience more enjoyable. Then use tools such as Google Analytics to analyze how users experience the 404 page. Adjust the content or layout if visitors still leave the page without continuing to navigate.

An example of a creative 404 page

For Ralfvanveen.com, an effective 404 page would look like this:

Text:
“Oops! This page seems to have disappeared, but no worries – I know my way around the search engine jungle.”

Navigation options:

  • “Go to my homepage.”
  • “Read my article on SEO strategies for 2025.”
  • “Contact us for help with your SEO questions.”

Visuals:
A playful animation of a search robot getting lost, with a nod to your expertise as an SEO specialist.

A 404 page doesn’t have to be a missed opportunity. With a little creativity and strategic elements, you can turn even an error page into a valuable part of your website. For Ralfvanveen.com, this would not only help retain visitors, but also leave a lasting impression of your expertise and personality.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 78 reviews

I have been working for 12 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 21 January 2025. The last update of this article was on 21 January 2025. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.