Ending up on an ugly 404 error page is the worst thing that can happen to web-surfing people. 404 error pages increase customer frustration and are undoubtedly a massive blow to your website UX. Not only visitors but search engine crawlers also passionately hate these dead-end pages. Therefore, you shouldn’t have any 404 errors on your website, but that is easier said than done. Every website is evolving — pages get deleted, URLs get changed, and even visitors end up making small errors while typing the URL. So, the smarter choice is to optimize the 404 pages. You should add a friendly note that the page they’re looking for is not available; give them frequently navigated pages, the homepage, and other important pages.