Every website has broken links. Pages get removed, URLs change, and visitors mistype addresses. What matters isn't whether people find a 404 page — it's what happens when they do. A well-designed 404 page turns a frustrating dead end into a helpful redirect.
Why Your 404 Page Matters
Most visitors who hit a generic 404 page leave your site immediately. But a custom 404 page with clear navigation options can retain up to 74% of those visitors. That's a significant amount of traffic you'd otherwise lose.
What to Include on Your 404 Page
A great 404 page needs these elements:
- A clear message — tell visitors what happened in plain language
- A search bar — let them find what they were looking for
- Navigation links — offer paths to your most popular pages
- Your brand personality — a touch of humour or warmth goes a long way
- A CTA — guide them towards your most valuable content or contact page
Setting Up a Custom 404 in Squarespace
- Go to Pages in your Squarespace dashboard
- Scroll to "Not Linked" section
- Create a new page with your custom 404 content
- Navigate to Settings → Advanced → 404 Error/Page Not Found
- Select your custom page from the dropdown
- Save and test by visiting a non-existent URL on your site
Add a link to your sitemap or your most popular blog posts on your 404 page. This turns a negative experience into a content discovery opportunity.
Design Best Practices
Keep It On-Brand
Your 404 page should match the rest of your website's design. Use the same fonts, colours, and navigation. A jarring visual disconnect will confuse visitors further.
Add Personality
A little humour or warmth can transform frustration into a positive brand touchpoint. Lines like "This page went on holiday" or "Looks like this page got lost" are far better than a generic "Page Not Found."
Make Next Steps Obvious
Don't make visitors think. Provide three to five clear navigation options — your homepage, services, blog, and contact page are usually the best choices.
Your 404 page is a hidden brand touchpoint. It's a chance to show that you care about the details — and the visitor experience.
Want a website where every detail — including the 404 page — reflects your brand? Get in touch with us.
