You know what a 404 page is, right? Just in case you need a refresher, it’s the error page that pops up in front of visitors looking for a page on your website that no longer exists. Most businesses stick with their host’s standard template for this.

Big mistake.

Why? Because unbeknownst to most, you can transform your 404 page from a boring page that merely reinforces a disappointing experience into an opportunity that builds a strong relationship with potential future customers.

How you ultimately do this is up to you, but check out this simple process—with some examples—for some direction:

1. First, Acknowledge Your Mistake with a Unique Message

The standard message typically says something like “404 Page Not Found.” That’s a tad cryptic and “computer speak” to people who are probably not tech geeks. The resulting opportunity? You can change this message into something else, ideally using humor if that suits your business and industry. Here are some ideas:

• “Whoops! Our bad. That page is missing.”
• “Shit. We lost it.”
• “Uh-oh. Big mistake on our part. We kinda sorta don’t have the page you want.”

You get the idea. Some websites will even take you through an animation that allows you to punish their web developer. No need to install this fancy functionality on your website, but it’s good to know what’s possible!

The important thing is you clearly admit your own mistake, and you may also want to include an additional sentence or two clarifying the message a tad further.

2. Give Your Visitors Alternative Options

The standard 404 page template won’t give your visitors any recommendation on where to head next. Sure, they could mosey on over to your primary navigation and choose something else, but they’re much more likely to take action if you suggest a few specific next steps.

One idea is to examine your analytics, pinpoint your top 3-visited pages or product categories, and offer these links. You could also give visitors the option to perform an on-site search to find what they are looking for.

There’s not necessarily a “right” strategy in this regard. Anything you do to keep your visitor engaged is a win. You’ve done the hard work attracting them to your site in the first place, so keep the relationship going.

3. Offer a 10% Discount in Exchange for an Email Address

This is perhaps best suited for e-commerce sites that sell many products, but if you’re a service provider, you might include it too. A 10% discount to make up for your mistake would go over quite well, and especially so because your visitors won’t expect this.

Make sure to nab something from them in return—like an email address—to boost potential conversions and the chance to transform them into long-term customers through email marketing, for example. Your best customers who buy the most stay on your email list, so you can recast a minor mistake into boatloads of revenue for years to come with this strategy!

Your 404 Page is Now a Great Marketing Asset

See how something simple like a 404 page can transform just another occurrence—in this case, a nuisance—into a marketing machine?

Think creatively. Think win-win. You’ll score more customers and stay ahead of your competition by doing so.