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Use Site Error Pages as a Marketing Tool

Don't leave your website visitors in the dark. Find new customers by turning your error page into a marketing message.

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This story appears in the February 2007 issue of Entrepreneur. Subscribe »

At some point, some of your site visitors will likely land on a "404 error" page. Perhaps your server can't find the web page they're trying to reach because it's been moved, deleted or renamed. That URL no longer works, but unfortunately, it still shows up on sites, blogs and search engine results pages. Don't panic. There's a simple solution to turn a mishap into marketing: Customize your 404 page.

Start by making your error page design mimic your home page design. By incorporating your site's look and feel, as well as site navigation, visitors are quickly reassured that they've got the right company. Just let them know they've got the wrong page. State that the page they are looking for can't be found, but don't stop there.

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