diff --git a/src/main/webapp/formats.html b/src/main/webapp/formats.html
index f2f42d4..c000202 100644
--- a/src/main/webapp/formats.html
+++ b/src/main/webapp/formats.html
@@ -13,8 +13,13 @@
       <div class="row">
         <div class="col-xs-12">
           <div class="page-header">
-            <p>Sorry, but the content on this page has moved to the
-<a href="/"><img src="/images/collector-wordmark-small.png" width="132" height="25" alt="CollecTor"> start page.</a></p>
+            <h2>The page you requested doesn't exist anymore</h2>
+            <p>Sorry, but the content on this page was moved to the
+              <a href="/"><img src="/images/collector-wordmark-small.png" width="132" height="25" alt="CollecTor"> start page.</a></p>
+            <p>Please update your bookmarks to point to
+              <a href="/">https://collector.torproject.org/</a>.
+            </p>
+            <p>This page will be removed after October 31, 2016.</p>
           </div><!-- page-header -->
         </div><!-- col -->
       </div><!-- row -->