I’m currently redesigning a site and building two others while looking for work in or around Chicago. I’m also working to maintain the sites of the company I’m contracted under. Related to this, my manager sent me this link.
Every site should have some handler for their 404 errors (those times pages just don’t match up). There are some applications where the examples linked could be inappropriate but 404 pages are a great way to promote your brand, goals or other initiatives.
Promote a recent redesign, linking to updated content or promotional materials. Those landing on the page from outdated bookmarks could spend extra time becoming more familiar with the site.
Reach out to the user and provide ways to contact your company. Use humor or drive straight to brass tacks, but the user landed on your 404 because they were looking for something. You can’t afford to let that interest slip through your fingers.
Catch the user’s attention. The internet has been around for awhile now. Outside of the occasional traffic from retirement homes (generalization, I know; sorry, elder readers), most users will be off your generic 404 before the footer loads. A quick visual enticement can start them linking into your site, filling out your contact form or even Tweeting how hilarious and witty your company is.*
Above all, something made easier by the 404 situation, know your consumer. The visitor is looking for information about your company. They may have landed from an aged search result, bookmark or an erroneous link but in any case a 404′d user needs guidance.
* If your company is already in the forward minority, that means that coworker that catches that mention in their social analytics could relay that your work is creating “buzz.” That’s just simple job security.
Note: Please forgive that UptheDrain doesn’t have a designed 404. While I enjoy using it to direct traffic and catch users and think it’s best practice to do so, I haven’t had time to address it here.
Tags: conversation, corporations, design