Error pages

What are they?

This page occurs as a result of an error in the user’s request, e.g. a URL doesn't correspond to a page (404 error). Successful error pages will reassure the user and guide them back to useful content, or a primary landing page.

How to write it

{What the customer needs to know + how to get them back on track} + redirecting CTA

 

Dos & Dont's

  • Keep it short
  • Be specific when you can about the cause, but keep the message more general if the error might have multiple reasons behind it
  • Explain in simple terms what happened “there’s been a glitch” “page not found”
  • If there’s an action the user needs to take to fix the error, explain it in just a few short words
  • Consider our guidance on apologies and taking accountability as needed
  • Comical phrases like “oops”, puns, or silly verbiage
  • Leave the customer stranded. Always include a CTA to direct them back to a main page or give them guidance on a next step.
  • Explain in technical detail what happened, this only needs a light touch

 

Tone of voice

Dial up our straight-talking and inclusive traits.

Read our tone of voice guidelines for details.

 

Examples

There’s been a glitch

Try going back or contact our support centre if you need a hand.

Page not found.

Let’s get you back on track.

CTA: Go to home page

Error.

That page doesn’t exist. Double check the web address, or head back to our home page.

Where did you go?

GeneralNetworkUserError_502 has occurred. Please try again.

Oops!

This is embarrassing, one moment while we power back up…

Uhoh…

The page you requested can't be found on the website server. It may indicate a flaw with a hosting service or your domain name system configuration settings.

 


Related links