A 404 error on the web is what a web server responds with when it is tasked with serving up a resource that it can’t find.

1. It should still look like your website

If you don’t specifically tell your web server how to handle 404 errors, it will serve up a very plain and generic looking error page. That just says something like “Not Found – The requested URL was not found on this server.” on a plain white page. This is an unhelpful and rather painful roadblock for a user. A 404 page should look like an error page, but it should still look like your website. If you are using a CMS, this is probably already handled for you. If you have a static site, you can specify a 404 template through your .htaccess file.

2. Apologize

Nobody is trying to land on your 404. Most likely they came from a bad link either on your own site or out in the wild. They probably aren’t very happy about it, so this is a golden opportunity to apologize and hopefully turn that frown upside down.

3. Search

It’s possible the page they are looking for still exists, it’s just the URL has changed or it was incorrectly typed somewhere. Since your site should already have search anyway, this is a good opportunity to provide that search box front-and-center. This gives the user the opportunity to search for what they were trying to link to and dig up the correct URL for themselves.