Design Custom 404 Pages for Better UX in Jekyll

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Why 404 Page Design Matters in Static Sites

On Jekyll-powered static sites, a 404 page isn’t just a dead end—it’s an opportunity to guide users back to valuable content and reduce frustration. Thoughtfully designed 404 pages can improve site stickiness, boost user trust, and even contribute to SEO indirectly by lowering bounce rates.

Missed Opportunities on Default 404 Pages

  • Generic error text discourages users from staying
  • No navigation options increase exit likelihood
  • Zero branding fails to reinforce trust
  • No suggestions or links results in lost pageviews

Core Elements of a Great 404 Page

A useful 404 page should act like a soft landing—not a crash. These components help retain visitors:

Key Design Features

  • Clear message: Inform users what went wrong in human terms
  • Consistent branding: Match your site’s design, fonts, and colors
  • Helpful navigation: Offer links to homepage, sitemap, or popular pages
  • Search function: Allow users to search your site for what they need
  • Contextual humor or tone: Lighten the moment without frustration

Creating a 404 Page in Jekyll

By default, Jekyll supports a 404.html file in the root directory. This page will automatically be served when a missing URL is requested.

Example Basic Template

<!DOCTYPE html>
<html lang="en">
<head>
  <meta charset="UTF-8">
  <title>Page Not Found - MySite</title>
  <link rel="stylesheet" href="/assets/css/style.css">
</head>
<body>
  <main class="error-page">
    <h2>Oops, this page doesn’t exist</h2>
    <p>The page you’re looking for might have been removed or renamed.</p>
    <a href="/" class="button">Return Home</a>
  </main>
</body>
</html>

Style this template using your site's main CSS file or include custom styles inline to avoid additional dependencies.

Incorporating Search or Navigation Options

Make your 404 page a discovery hub, not a dead-end. Here’s how to add more utility:

Useful Additions

  • Site search using DuckDuckGo or JavaScript-powered search tools like Simple-Jekyll-Search
  • Popular post previews using Liquid includes
  • Recent posts via Jekyll loops
  • Call-to-action to subscribe or explore

Example: Adding Recent Posts

{% raw %}
<section>
  <h3>Check out our latest posts:</h3>
  <ul>
    {% for post in site.posts limit:5 %}
      <li><a href="{{ post.url }}">{{ post.title }}</a></li>
    {% endfor %}
  </ul>
</section>
{% endraw %}

This gives lost visitors something engaging to do rather than bounce immediately.

Branding and Visual Appeal

Design matters just as much as structure. A well-branded 404 page can subtly reinforce your site's tone and authority.

Design Tips

  • Use your site’s typography and colors
  • Include your logo for familiarity
  • Consider illustrations or animations to soften frustration
  • Maintain accessibility with alt text and semantic HTML

Case Study: Revamping a Boring 404

One Jekyll blog initially used the default GitHub Pages 404. After reviewing bounce rates, they designed a custom version with humor, navigation links, a list of most-read articles, and a DuckDuckGo-powered site search. The result: 28% reduction in exits from the 404 page and increased average session duration by 12%.

Adding Humor and Personality

Sometimes a little charm goes a long way. Funny 404 messages can diffuse tension and encourage exploration. Examples:

  • “This page packed its bags and left.”
  • “404. The answer is not here.”
  • “You’ve found a black hole. Let’s go back.”

Performance and SEO Considerations

While 404s aren’t indexed, a bloated 404 page can still impact performance. Best practices include:

  • Minimize scripts and styles
  • Use lazy loading for images or illustrations
  • Ensure correct HTTP status (404, not 200)
  • Test mobile rendering and responsiveness

Testing Your 404 Page

After deploying, visit any broken URL to confirm that your 404.html displays properly. Check:

  • Page loads with correct styling and content
  • Includes useful navigation links
  • Logs event in your analytics tool
  • Responsive on mobile and accessible

Maintaining and Improving Over Time

Like any part of your site, your 404 page can evolve. Add new content or links periodically. Review analytics to see how users interact with the page, and A/B test variations if possible.

Conclusion

A thoughtfully designed 404 page in your Jekyll site is more than a formality—it’s a trust-building and user-retention tool. With custom layout, navigation, and personality, you can turn errors into opportunities and enhance your visitors’ overall experience.