How a Custom 404 Error Page Can Turn Lost Visitors Into Leads

Learn how to turn your custom 404 error page into a conversion tool using Gleam.

Turn Your 404 Error Page Into a Conversion Tool
How to Turn 404 Error Pages Into Conversions
  • Don’t waste traffic—404 pages can recover visitors and boost engagement
  • Include clear CTAs, search bars, or redirects to relevant content
  • Add contests, newsletter signups, or discounts to re-engage users
  • Use tools like Google Analytics or Screaming Frog to identify broken links
  • Embed Gleam Capture widgets to convert lost traffic into leads or actions

A 404 error page is one of the most common dead ends on the web. But instead of losing that traffic, you can turn it into a conversion opportunity with the right approach.

In this post, we’ll explore how a well-designed custom 404 error page can recover traffic, boost engagement, and even grow your email list.

Let's get started on how to transform that moment of friction into a valuable touchpoint.

Minimalist 404 error page with a broken link illustration and message that the page doesn't exist

Many websites treat a 404 error page as an afterthought: a vague error message, a generic link to the homepage, and little else.

But when a user attempts to access a non existent page, whether through a broken link or an outdated URL, website owners are missing a valuable opportunity to engage.

A smart 404 page doesn’t just display a client error or error code. It redirects attention to helpful links, guides visitors to other pages, or integrates a search bar so they can find the specific page they were looking for.

Spotify 404 error page with a pink vinyl record illustration and text saying '404s and heartbreaks'

This isn’t just about fixing dead links, it’s about improving your website's ranking and user experience.

Whether they arrive via external links or from within your own website, visitors can be re-engaged with content, offers, or a working contact page.

A high-converting error page needs to do more than explain that the requested page doesn’t exist.

It needs to invite action. Great design and structure help users navigate the disruption:

  • A friendly, human error message that builds trust
  • Design consistent with the rest of your web page experience
  • Embedded engagement tools like contests or newsletter signups
  • Redirects to relevant content, your homepage, or popular articles

Essentially, website owners should view the 404 page as a space for re-engagement.

Humorous 404 error flowchart guiding lost website visitors through options to resolve their issue

Before you can improve your 404 experience, you need visibility into how and where users encounter it.

Start by auditing your site:

  • Google Analytics: Identify which pages are returning a 404 error
  • Search Console: Look for crawl errors or external links pointing to deleted or mistyped pages
  • Screaming Frog: Crawl your website to catch broken internal URLs or non existent pages

Mapping these error codes helps you prioritise which parts of your site need immediate fixes, and where to deploy conversion tools.

When visitors hit a 404 error page, they’re often met with a dead end. Gleam helps website owners replace frustration with function.

Using Gleam’s Capture App, you can embed smart overlays directly onto your error page.

Whether you're running a contest, offering a discount, or collecting feedback, these tools are designed to turn a mistake into a moment of value.

For example:

  • A contest widget that appears when a user attempts to view a broken link
  • A search function or search bar to guide users to other pages
  • Exit-intent popups that promote your most relevant offers or contact page

You can just get started with Gleam’s 404 Page Capture Template:

  view template
  • Turn an error page into a lead magnet with a giveaway or spin-to-win
  • Redirect visitors from the non existent page to your home page with a coupon
  • Offer helpful links to other websites or high-performing blog posts
  • Add a CTA to your contact page with a warm message: "Let us help you find what you need"
  • Use a personalised message and visuals to avoid leaving a negative impression
  • Add a search box so users can type in and find what they're looking for
Moretti website 404 page with a dark theme and search bar to help users find content

These small campaigns can protect your traffic, improve bounce rate, and build trust.

A 404 error doesn’t have to be a mistake. It’s an opportunity to engage.

When users land on an error page, they’re still on your site, so use that moment!

Whether it’s fixing dead links, offering redirects, or adding a contest to a non existent page, Gleam helps you make the most of every visit.

Tip

Try Gleam's Capture App to create your own website experience that turns lost traffic into loyal users.

What Is A 404 Error?

A 404 error is a client error code that means the requested page could not be found on the server.

How Do I Fix 404 Errors On My Website?

You can fix 404 errors by redirecting broken URLs, updating internal links, or restoring deleted pages.

Do 404 Errors Hurt SEO?

Yes, excessive 404 errors can hurt SEO by wasting crawl budget and damaging user experience.

How Can I Check For 404 Errors?

Use Google Search Console, Screaming Frog, or Google Analytics to find and analyse 404 errors.

What Should I Put On A Custom 404 Error Page?

Include helpful links, a friendly message, and a lead capture tool or offer.