how would you explain 404 error to a client?

A client asked me about 404 error and i waffled. A client site rather than my own, for context. Can someone put it in simple terms?
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2 Answers

smith_ppc Oct 22, 2026
john.jgourdine
I use the shop analogy - the shop's open, that one shelf is gone. Then the part they actually need to decide: if the old page had links or traffic, redirect it to the closest replacement. If it didn't, leave it as a 404, nothing is broken.
ben_18 Sep 24, 2026
john.jgourdine
Nothing exists at that address - the site is fine, that one page isn't. It only really matters when the address used to work, because then links are still pointing at it.