What Does 404 Not Found Mean?

A 404 Not Found error means the server is reachable, but the specific page does not exist. It is one of the most common website errors because URLs change, pages get deleted, and links break over time.

For business owners, a 404 is a lost opportunity. If a customer clicks a link in an email, ad, or Google search and lands on a 404 page, the chance of conversion drops immediately.

Common causes of 404 errors

• Deleted pages: A page was removed without a redirect.
• URL changes: A slug was updated and old links still exist.
• Typos: A link is misspelled in a menu, email, or ad.
• CMS changes: A plugin or migration altered the URL structure.

Why 404 errors hurt your business

404s create friction and reduce trust. Visitors feel lost. If the page was part of a paid campaign, you are wasting ad spend. Search engines also treat repeated 404s as a sign of poor site maintenance, which can affect rankings over time.

How to find 404s quickly

Monitoring tools can check key pages and alert you if they return 404. You can also review Google Search Console or server logs to identify broken URLs and referrers. Start with the pages that drive revenue, not every blog post.

Fixing 404 errors

The fastest fix is a 301 redirect from the broken page to the correct replacement. If the page was removed, redirect to the closest relevant category or service page. Avoid sending users to the homepage unless there is no better option.

Protect against future 404s

• Use a redirect map when you change URLs.
• Update internal links after site redesigns.
• Check ad landing pages before campaigns launch.
• Monitor your top pages weekly.

Turn a 404 into a recovery path

Even with good maintenance, some 404s will happen. Create a friendly 404 page that includes links to your main services, a search bar, and a clear contact option. This can recover a surprising number of visitors.

Prioritize the fixes that matter most

Start with 404s that come from paid ads, high-traffic search results, or important email campaigns. Those links have the highest business impact. If you can only fix a few, fix the pages that drive calls, bookings, or checkout first.