Nothing kills momentum faster than clicking a link and landing on a default 404 Page Not Found screen.

But this error doesn’t have to be a missed opportunity. We can actually turn it into a helpful, on-brand moment for users that helps reduce frustration, and shows that we’ve thought about every detail, even the moments that aren’t supposed to happen.

A well-designed 404 pages doesn’t just explain the error, it helps users get back on track fast.

It gives them a clear path forward instead of leaving them stuck, which can help reduce bounce rates and indirectly increase your SEO by keeping the users engaged in your content.

More importantly, it’s an opportunity to show a little brand personality, whether that’s through humor, design, or tone.

Even in a small moment like this, it’s a great way to remind people who you are and why your site feels different.