Most of us have experienced a 404 error page while browsing the web. You type in a domain name, and then make a mistake typing the rest of the URL. Sometimes you'll see the standard http 404 error page – not very attractive. However, other sites, such as Yahoo!, have a more helpful page which offers you a search box to find what you were looking for, or maybe a list of links to main site categories. Some sites have amusing 404 error pages, such as LiveJournal.

Leaving your 404 error page as the default is not recommended. It looks unprofessional, and you may even lose a visitor who found your site via a broken link from another page.

Instead, consider customising your 404 error page to keep hold of a few more visitors. If you wish to do this, you must make sure that your web host permits a custom 404 page. Free hosts such as Tripod or Geocities will not allow you to do this, but most paid hosting should give you the option. If you're not sure, check with your hosting provider.

As well as showing your visitors a search box, a link to your homepage, and links to specific categories of pages on your website, you could also include a special discount offer, add PPC advertisements, or even redirect to a relevant affiliate. Amusing 404 error pages are only recommended for sites which have a "fun" or non-profit theme.

Step-by-step technical instructions for customising your 404 error page can be found on TheSiteWizard.com.

By Iain Ford