What Is a 404 Error and How Should You Handle It on Your Website?

A 404 error is an HTTP status code that means the server could not find the page the user requested. It stands for "Not Found" in the HTTP specification and is one of the most recognisable error codes on the web. Users encounter 404 pages when they follow a broken link, mistype a URL, or try to access a page that has been moved or deleted.

Every website will have some 404 errors — they are an inevitable part of how the web works. The question is not how to eliminate them entirely, but how to handle them gracefully. A well-designed 404 page can recover a confused visitor and keep them on your site. A neglected one loses them entirely.

What Causes 404 Errors

The most common cause is a URL that once existed but has been deleted, renamed, or restructured. When you redesign a website and change the URL structure without setting up redirects, every old URL that was indexed in Google, shared on social media, or linked from other sites becomes a 404. Other causes include typos in links, case-sensitive URL mismatches, and content management system issues where page slugs change unexpectedly.

External links pointing to your 404 pages are particularly harmful — you receive a referral from another site but immediately lose the visitor. Internally linking to a 404 page wastes PageRank — the ranking signal that passes through internal links — on a dead end rather than a live page. Regular link audits help catch both internal and external broken links before they become problems.

The SEO Impact of 404 Errors

A 404 response itself is not a penalty — Google understands that pages get removed. The problem is opportunity cost. If a valuable page returns a 404, any backlinks pointing to it are wasted. If the page previously ranked for relevant keywords, that visibility is lost. Google will eventually remove the URL from its index, but in the meantime users who click search results for that URL will encounter your error page.

The best remedy for an important page that has moved or been renamed is a 301 redirect from the old URL to the most relevant existing page. This preserves the old page's link equity and organic traffic. Google Search Console's Pages report will show you which of your URLs are returning 404 errors, allowing you to prioritise which ones need redirects.

Designing a Useful 404 Page

Your 404 page should acknowledge the error clearly without jargon, apologise briefly, and then give the visitor somewhere to go. At minimum, include links to your homepage and your most important sections. A search box is excellent if your site has one — it lets visitors find what they were looking for without needing to know its exact URL.

Keep the design consistent with the rest of your site so visitors know they are still in the right place. A bare server error page is disorienting; a branded 404 page that matches your design reassures visitors and provides navigation options. Some businesses add personality to their 404 pages with humour or illustration — if it suits your brand, a memorable 404 page can turn a frustrating moment into a positive brand impression.