How To Get Leads From Your 404 Page

If you were on the live webinar that I did with LeadPages CEO and Cofounder, Clay Collins, then you picked up some of the best tips ever on how to create high converting lead pages. I want to share one of the stand-out tips with you, and that is getting leads from your 404 page.

You Can Get Leads From a 404?

The 404, or Not Found error message, is a HTTP standard response code indicating that the client was able to communicate with the server, but the server could not find what was requested. The web site hosting server will typically generate a “404 Not Found” web page when a user attempts to follow a broken or dead link; hence the 404 error is one of the most recognizable errors users can find on the web. This is what Google shows when you land on a 404.


If your blog is powered by WordPress, it will generate its own 404 page when a reader request a page that isn’t there. The thing is, the standard 404 page is a wasted resource. A real person is looking at this page. He is looking for information. You should be taking advantage of that by offering him something so he doesn’t leave empty handed.

How To Get Leads From A 404 Page

Creating a custom 404 page used to require a fair bit of coding skills. Now, thanks to LeadPages, it’s as easy as a few clicks of the mouse. Here’s how to create a custom lead capturing 404 page using LeadPages.

We start by choosing the 404 template from the LeadPages template library.


Now it’s just a matter of clicking the mouse on the various elements and modifying it to our needs. I changed the wording of the 404 message, added my blog logo, and an image of my eBook.


LeadPages integrates with all major email list services like Aweber. I just need to click on the opt-in form integration and choose Aweber, and the list I want to use, from the drop down menu. LeadPages can also handle the eBook delivery for me with their LeadMagnet service. Once someone subscribes to my list, the eBook is automatically delivered to the email address!

Once the 404 page is set up, the last step is to log into my WordPress blog and select the LeadPages WP plugin. Then I just choose the new page I just created and make that page the 404 page.


That’s all there is to it. Now, when someone enters a wrong URL, or follows a dead link, they will get my custom 404 page offering them my free eBook instead of the standard WordPress 404 page. You can see the custom 404 page live here.

Set Up Your Custom Lead Capturing 404 Page with LeadPages

31 thoughts on “How To Get Leads From Your 404 Page”

  1. Wham!! Another benefit-rich article! This is lead generation on steroids! Thanks for sharing JC. I can hardly wait to implement this strategy into our marketing scheme

  2. faisal says:

    Lol this is innovative.

  3. Jason says:

    A timely article, as I’m doing a site re-design right now.

    Nebula Technologies specializes in creating real world human relationships between business owners and potential clients. I’ve always believed in a user-friendly 40 page, and this takes it to a new level. I really like the call to action. Excellent, and thanks!

  4. I do see some traffic going to my 404 page and always though I should put something in there, Thanks for the post John, I’ll take action right now.

  5. Stephen says:

    Excellent tip John. I will certainly implement this on my own WordPress site.

  6. Very effective. The visitor may come to our broken link page from search engine of old referrer to pages that doesn’t active anymore. Use all your site page load to get leads, even the broken and not-exist page. You give me some idea. Thank you John.

  7. Hey John Chow,

    This is amazing. I never thought about a 404 page like that before. This is a great way to get some great leads and some subscribers to help grow my mailing list.

    Thanks for the LeadPages pal.

  8. I. C. Daniel says:

    Or use a plugin to handle any dead links, so people got to homepage instead.

  9. This is an old idea but it is good to have my memory refreshed like this from time to time.

  10. michelle says:

    hi john
    every time i put a email add in for update on post it says
    email required , so i tried a different email and still not working ??
    it is not working

  11. Wess Stewart says:

    Interesting! I need to overhaul my 404 page.

    *runs off to start tweaking*

  12. Noble says:

    I’ve seen sites do this, but I didn’t know how they did it. Thanks for sharing the info. I’ll pass the info along to interested people who host their own blogs on the WordPress self-hosted platform.


  13. Ben Troy says:

    Greate idea for useless 404 page but is there any duplicated issue when all the 404 page have the same content?

    1. John Chow says:

      No there isn’t. This isn’t a content page. it’s a 404 and Google doesn’t index them.

  14. Alex Zemkus says:

    Hey John,
    What a great idea. Thanks for posting this.

  15. Wow! I never knew you could do that on WordPress. Thanks for the golden nugget JC!

  16. aceclue says:

    Hi John, I got this post at the very best time. I haven’t utilised my 404 to capture leads and prevent wasted traffic though thought of it. Your post can help me make a quick action.

  17. Hey John,

    This is quite a great way to turn around an otherwise unfavorable situation in one’s ultimate benefit…I’d say, one of the unique ways a pro blogger distinguishes himself from the lot.


  18. John,
    Thank You for the valuable information. You are always a big help to my online business.
    Thanks Again
    Jeff Gabelman

  19. Sunday says:

    Wow! I was beginning to wonder what the title of this post is referring to. I guess I now understand. If one truly has the skill and creativity there are lots of ways to make money online.

    The 404 page may not be a popular page to recommend for marketing but I guess the guys at LeadPages has shown how this is possible!

  20. Lee Cole says:

    This is really awesome! I was going to get LeadPages anyway, but I didn’t know I could do this with it.

  21. Hi John, how to set up custom 404 page for blogger ? Google webmaster tools showing crawl errors.

  22. link to seo says:

    I really found good knowledge and recovered my 404 error thanks for guidance.

  23. Hi,

    Thank you very much for sharing wonderful article. Its very useful to me.


    J | A

  24. Caleb says:

    That’s an integrating way to do it. I recoded my wp 404 page that lets them know it’s 404 unseen further says perhaps you’ll find what you need in these categories which keeps them browsing thru my content.

  25. Hey thanks for writing this article John its a great help.
    Many times when I’m looking at my stats in cpanel I see lots of people had landed on the 404 page and it makes me wonder how to edit the page to redirect them instead of losing them altogether. You have demystified that for me.

  26. Brad says:

    Amazing information. Thanks.

  27. Ken Turner says:

    John, do you do any backlink swapping? if so please let me know, Ken Turner

  28. Adeel Sami says:

    Great idea you shared with us, John!! Added in my to-do list for the blog. I had thought it’d be the work of some HTML/PHP to code 404 pages but found out its the piece of cake! 🙂

    Thanks again!

  29. social media says:

    It great idea wheh you have big blog with many 404 error. Nice thinkinggggg

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