The missed revenue opportunities in “Page Not Found” content

Source: Financial Times

Have you ever followed a link and then you landed on a page like the one in the image above? A page apologizing because the page “does not exist” or “has been moved”.

Pages like these are red flags signaling missed opportunities for the companies that own them.

Why do these pages exist?

Some possible reasons:

  • A web developer or blogger made a typo in the link you clicked on to get you to your intended destination
  • You made a typo on the link for the webpage you wanted to see
  • Someone just gave you the wrong link
  • The company deleted the webpage and now doesn’t even know if it ever existed
  • The company moved the webpage but didn’t bother to forward you to its new location
  • The company changed the link for this webpage but didn’t forward you there
  • The webpage truly never existed

Missed revenue opportunities

The broken link may be the result from the company deleting a webpage. The missed opportunities:

  • The content should point the visitor to similar content as the one that was deleted — (in advertisement-supported websites, this is a lost opportunity for additional revenue)
  • The content could point the visitor to similar content in partner websites, (lost revenue)

Who you should talk to to fix this?

In a place without UX staff — talk to the marketing department to acknowledge the missed opportunities

In a place where there is UX staff, they would be the ones to help you get the ball rolling

In a place where the UX teams includes folks with job titles (or roles) like: Information Architect, Content Strategist — these are the folks that would be working on this type of issue directly.

In a place that has a web content manager but no UX folks — The web content manager would be the one to look at this.

Need help?

If you want to explore additional ideas and opportunities, get in touch: