No matter how hard you try to prevent it, sooner or later you'll have prospects land on your 404 error page. When they do, they have a choice - try to find what they were looking for or give up. Care to guess what happens more often? That's right, they leave in frustration.

So instead of the usual "Whoops! We're sorry but what you're looking for has moved" page, consider customizing your error pages to get them to do something.

For example, you could give...