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

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.

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But when a user attempts to access a non existent page, whether through a broken link or an outdated URL, website owners are missing a valuable opportunity to engage.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

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.

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:

• 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

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.