Marketing & search · Website help · Index eligibility

A not-found page returns a successful response

An invented address displays the site's error message but reports success to clients. Reports then treat missing pages as healthy content.

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.

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.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

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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.
Healthcare marketing measurement illustrated by a dashboard, comparison bars and inspection lens.
Check the evidence and definitions behind the report.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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