We’re so focused on “urgent” to-dos and right-now campaigns that it’s easy to overlook a valuable engagement opportunity: Your website’s “page not found” page (a.k.a. 404 error page).
Error pages alert visitors that the page they were seeking no longer exists, or they typed in or clicked on a broken link, and redirects them to the content they want. When crafted well, your error page becomes excellent customer service, providing an engaging intro to your organizational personality, impact, and content.
Flip Frustration to Satisfaction
Hitting a dead end is frustrating and time consuming. But the right error page—featuring a clear explanation of why visitors are on the page; a simple, bold graphic connected to your organization’s brand; and easy navigation to what “lost” visitors are looking for—can flip their frustration to satisfaction. Here’s how to delight your “lost” visitors as you get them where they want to go:
Shaping messages to be relevant to the people we want to to engage and spur to action is the most reliable path to productive marketing. Relevance rules!
But there’s more you can do, once you get to relevance. Over the last few months, my passion to find, analyze and guide you to the most effective messaging possible has uncovered a few additional secret ingredients that are absolute magic. Today, let’s talk surprise…