HEREFORD United failed to capitalise on a fourth-minute goal as they slipped to the bottom of the Football League.

The Bulls created the early running and James McQuilkin put United ahead with their first goal at home this season after a goalkeeping mistake.

Stuart Fleetwood had been fouled by Anthony Grant and McQuilkin somehow curled a free-kick into the roof of the net from a tight angle.

Southend stopper Glen Morris was at fault for the goal, failing to get a firm hand to McQuilkin’s strike.

But Southend gradually got themselves back into the match.

After drawing level midway through the first-half, the visitors scored twice after the interval to deservedly claim all three points.

Simon Davey’s side looked very low on confidence and struggled to create a meaningful goal-scoring opportunity in the second period.

United have lost their last three home matches and failed to win since the opening day of the season.

After McQuilkin had lifted Hereford’s hopes with the early lead, Southend looked threatening.

It was not unexpected when Southend drew level with a well-worked goal in the 26th minute.

Blair Sturrock delivered a pin-point cross from the right and the unmarked Barry Corr headed home from close range.

Corr went close soon after, sending a glancing header narrowly wide.

Hereford almost regained the lead six minutes before the break. Fleetwood picked up a loose ball 30 yards out and rifled a fierce shot over the bar.

McQuilkin then sent a curling shot over the top as Hereford carved out two opportunities in quick succession.

The hosts made a slow start to the second period and Southend took the lead from an excellent free-kick seven minutes after the restart.

Michael Timlin curled his 25-yarder around United’s defensive wall and into the top corner of the net.

Southend almost added a third goal on the hour but keeper Adam Bartlett pushed Ryan Hall’s low drive around a post for a corner.

Hereford enjoyed a spell of pressure but their display was littered with stray passes and they often looked brittle through the middle of the pitch.

The visitors sealed their victory after Sturrock raced clear of the static Hereford defence in the 66th minute.

Although Richard Rose made a last-ditch tackle, the ball fell kindly for Sturrock who, with Bartlett on the deck, calmly rolled his shot into the gaping net.

There was no way back for the Bulls and Southend had another effort ruled out for off-side.

There were boos from some of the Hereford fans at the final whistle.

On the evidence of this poor showing, Davey must bring in reinforcements sooner rather than later.

Hereford: Bartlett, Green, Rose, Townsend, Valentine, Colbeck, McQuilkin, Stratford (Gwynne 72), Fleetwood (Malsom 72), Bauza, Manset (Rabihou 72). Subs not used: Werling, Weir, Whittaker.

Southend: Morris, Clohessy, Barker, Mohsni, Gilbert, Simpson, Grant, Timlin, Hall (Soares 81), Sturrock (Jarvis 85), Corr (Prosser 85). Subs not used: Coughlan, Herd, Crawford, Evans.

Referee: Karl Evans (Greater Manchester).

Attendance: 2,104.