Marketing & search · Practical guide

Make missing pages honest and helpful

An invented address shows a missing-page message, but automated checks receive a success signal. Reports can therefore describe an unavailable guide as healthy.

Healthcare marketing calendar, campaign materials and a laptop showing anonymous charts.
Help the right people find your service and take a useful next step.

What to change

A missing-page design and a missing-page response are separate acceptance checks. Ask the developer to show the response status for an invented address alongside the visible message. Preserve a helpful route back into the website while making the underlying absence clear to clients. Include a valid article as a control so a broad error-handler change cannot silently turn working pages into failures.

A worked example

Illustrative example

Illustrative test: Compare a valid guide, an invented guide and a retired address with no replacement. A visitor follows a mistyped guide address. They should see a clear missing-page explanation with useful ways to continue, while the supplier confirms the appropriate technical response. Compare that with a real guide and a retired article without a successor. The practice can then distinguish a correct error experience from a rule that disguises every missing page by silently sending people to the homepage.

Healthcare marketing planning with an editorial calendar, audience question and campaign brief.
Start with the audience question and a clear content brief.
Healthcare marketing enquiry journey connecting a service page, message and appointment calendar.
Connect the public promise to a supported next step.

What this means for your practice

A page saying Sorry, we cannot find that may still report itself as successfully delivered to automated systems. That can make reports look healthier than the visitor experience actually is. Ask your supplier to check both parts: the explanation people see and the technical response describing the missing address. The visible page should help visitors recover through useful navigation or search. It should not pretend that every old or mistyped link was meant to lead to the homepage. During approval, compare a deliberately invented address, a retired guide with no replacement and a real working article. Those three journeys should have sensible, distinct outcomes that your team can explain.

How to check the result

The nonexistent route reports a missing resource and retains useful navigation.

A mistake to avoid

Redirecting every unknown address to the homepage obscures genuine missing destinations.

Turn reading into a next step

Your action checklist

Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.

Checks to discuss

Record what you know, what is still missing and the answer you need from your team or supplier.

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Further reading

These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.

Related guides

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