What Should I Put on a Custom 404 Error Page?

A custom 404 error page should do more than say “page not found.” It should keep visitors engaged and help them recover from the dead end without frustration.

High-performing 404 pages usually include:

• A clear message explaining the page is unavailable
• Links to useful destinations such as your homepage, blog, or popular pages
• A branded design that matches the rest of your site
• A call to action that gives visitors a reason to stay

This is also a strong place to capture leads. Instead of losing the visit completely, you can offer a newsletter signup, discount, or useful resource directly on the 404 page.

Using a dedicated 404 Capture template makes it easy to turn broken links into conversion opportunities without custom development.

A 404 page can also become a feedback tool. For example, you can reward users who report broken links or site errors, helping you improve the experience while giving visitors a reason to participate. This works especially well if you want to encourage community input and quickly identify issues across your site.

The best 404 pages reduce frustration, preserve trust, and turn an error state into a useful brand interaction.