{"id":1446,"date":"2025-02-26T10:00:00","date_gmt":"2025-02-26T15:00:00","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=1446"},"modified":"2025-02-26T19:36:54","modified_gmt":"2025-02-27T00:36:54","slug":"404-page-examples","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/404-page-examples\/","title":{"rendered":"7 Best 404 Page Examples and Every Best Practice They Use"},"content":{"rendered":"\n<p>The 404 page is one of those pages visitors of your site need but probably won\u2019t realize they need it until it\u2019s not there. This is the page that tells them the page they\u2019re trying to access is unavailable or doesn\u2019t exist.&nbsp;<\/p>\n\n\n\n<p>Without a 404 page, visitors might see a blank page. Or, they\u2019ll see a generic error message like \u201cHTTP 404 Not Found,\u201d against a white background with no additional information or options for finding what they were looking for. Both leave visitors confused, frustrated, and ready to get off your site.&nbsp;<\/p>\n\n\n\n<p>But you can keep visitors on your site by doing what the best 404 page examples do: Design your page strategically, use specific best practices to help visitors understand what happened, and give them options to get to where they were originally trying to go.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Marvel&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1887\" height=\"853\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150034\/404-Page-Examples-Marvel.png\" alt=\"Marvel's website with a 404 page error displayed. \" class=\"wp-image-101534\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150034\/404-Page-Examples-Marvel.png 1887w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150034\/404-Page-Examples-Marvel-300x136.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150034\/404-Page-Examples-Marvel-1024x463.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150034\/404-Page-Examples-Marvel-768x347.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150034\/404-Page-Examples-Marvel-1536x694.png 1536w\" sizes=\"(max-width: 1887px) 100vw, 1887px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.marvel.com\/404\" target=\"_blank\" rel=\"noreferrer noopener\">Marvel\u2019s 404 page<\/a> sets the tone for what a branded 404 page is supposed to look like. They rope in their long list of Marvel Cinematic Universe (MCU) characters into each page and tie the error message back to the specific character they use.\u00a0<\/p>\n\n\n\n<p>Putting their superheroes front and center brings so much character to the page. There are also subtle animations that bring the page to life even more. And you can refresh the 404 page and see new characters and error messaging.&nbsp;<\/p>\n\n\n\n<p>They keep their message very simple and tell people exactly what to do (make sure you typed the address correctly, go back to the previous page, or use the site search).&nbsp;<\/p>\n\n\n\n<p>But to be honest, Marvel is missing something for me. Buttons! I think people like to just click and go. It makes it easier for them to stay on the site.&nbsp;<\/p>\n\n\n\n<p>But overall, Marvel makes the 404 page fun and entertaining, which helps get rid of the frustration of not finding what you\u2019re looking for.&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They stay on brand and leverage the popularity of all their Marvel characters<\/li>\n\n\n\n<li>They state what happened and how to potentially fix it very clearly\u00a0<\/li>\n\n\n\n<li>The animation is subtle versus taking over the page\u00a0<\/li>\n\n\n\n<li>The overall layout is simple and easy to digest\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Ready To Go Survival&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1862\" height=\"911\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150137\/404-Page-Examples-Ready-To-Go-Survival.png\" alt=\"Ready to Go Survival\u2019s 404 page. \" class=\"wp-image-101535\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150137\/404-Page-Examples-Ready-To-Go-Survival.png 1862w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150137\/404-Page-Examples-Ready-To-Go-Survival-300x147.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150137\/404-Page-Examples-Ready-To-Go-Survival-1024x501.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150137\/404-Page-Examples-Ready-To-Go-Survival-768x376.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150137\/404-Page-Examples-Ready-To-Go-Survival-1536x752.png 1536w\" sizes=\"(max-width: 1862px) 100vw, 1862px\" \/><\/figure>\n\n\n\n<p>I love <a href=\"https:\/\/readytogosurvival.com\/news\" target=\"_blank\" rel=\"noreferrer noopener\">Ready to Go Survival\u2019s 404 page<\/a> because it kind of does what brands do with influencers, leverage the reputation of someone popular. In this case, they use a popular cultural reference with an iconic scene from The Matrix.\u00a0<\/p>\n\n\n\n<p>Morpheus is staring at you asking you to choose between the red or blue pill to get the answers you&#8217;re seeking. The copy supports the reference even more saying the page you\u2019re looking for \u201cgot lost in the matrix.\u201d Then it goes on to explain what to expect when you choose the blue pill vs. the red pill.<\/p>\n\n\n\n<p>I also like how the reference to the Matrix ties into their brand of survival because that\u2019s ultimately what the Matrix movie was about.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Their 404 page gives visitors a way to find what they\u2019re looking for. But they don\u2019t overwhelm them with a whole bunch of options.&nbsp;<\/p>\n\n\n\n<p>When you scroll down, you can subscribe to their email list. I think that\u2019s a nice touch, just in case that\u2019s what the person was looking for in the first place.&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They make the page a lot more interesting by referring to an iconic scene from an iconic movie that\u2019s all about survival<\/li>\n\n\n\n<li>Instead of overwhelming you with every way to find what you\u2019re looking for, they give you two options<\/li>\n\n\n\n<li>They use the page as a chance to guide people to a conversion with the email subscription<\/li>\n\n\n\n<li>Brand colors and images are spot on to support what the 404 page is saying\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">CrazyEgg&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1872\" height=\"907\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150159\/404-Page-Examples-Crazy-Egg.png\" alt=\"CrazyEgg\u2019s 404 page with text that reads \u201cWhoops! The page you\u2019re looking for could not be found.&quot;\" class=\"wp-image-101536\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150159\/404-Page-Examples-Crazy-Egg.png 1872w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150159\/404-Page-Examples-Crazy-Egg-300x145.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150159\/404-Page-Examples-Crazy-Egg-1024x496.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150159\/404-Page-Examples-Crazy-Egg-768x372.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150159\/404-Page-Examples-Crazy-Egg-1536x744.png 1536w\" sizes=\"(max-width: 1872px) 100vw, 1872px\" \/><\/figure>\n\n\n\n<p>Okay, okay. I might be a little biased. But I think <a href=\"https:\/\/www.crazyegg.com\/log\/\" target=\"_blank\" rel=\"noreferrer noopener\">CrazyEgg\u2019s 404 page<\/a> does something that all visitors appreciate when they\u2019re lost on a site, and that&#8217;s to keep it simple.\u00a0<\/p>\n\n\n\n<p>\u201cWhoops! The page you\u2019re looking for could not be found,\u201d is as straightforward as you can get. Couple that message with a single link back to the home page and they\u2019re giving visitors exactly what they need in this situation (to understand what happened and a way to start over).&nbsp;<\/p>\n\n\n\n<p>The cute graphic of the girl floating away in a hot air balloon is a nice touch. There\u2019s also a little more when you scroll down. You see the third-party endorsement trust badges, a way to sign up for their tools for free, and the rest of the links in the footer. They give you a little more to work with if the homepage isn\u2019t what you want.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The page is as simple as it gets, making it easier for any visitor to understand what\u2019s going on and how to move forward<\/li>\n\n\n\n<li>The image reinforces the \u201cHey! You\u2019re lost!\u201d feeling\u00a0<\/li>\n\n\n\n<li>You get one button so you\u2019re not overwhelmed with choices<\/li>\n\n\n\n<li>You can scroll down and see a little more information like who the company is trusted by\u00a0<\/li>\n\n\n\n<li>They understand their audience. They don\u2019t want all the frills or don\u2019t need them. Just tell me I\u2019m in the wrong place and give me a way to start over<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Spotify<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1872\" height=\"902\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150239\/404-Page-Examples-Spotify.png\" alt=\"Spotify\u2019s 404 page with text that reads &quot;This Page is Out of Tune.&quot;\" class=\"wp-image-101537\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150239\/404-Page-Examples-Spotify.png 1872w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150239\/404-Page-Examples-Spotify-300x145.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150239\/404-Page-Examples-Spotify-1024x493.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150239\/404-Page-Examples-Spotify-768x370.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150239\/404-Page-Examples-Spotify-1536x740.png 1536w\" sizes=\"(max-width: 1872px) 100vw, 1872px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.spotify.com\/us\/404\/\" target=\"_blank\" rel=\"noreferrer noopener\">Spotify\u2019s 404 page<\/a> is clever as much as it is thoughtfully designed and helpful.\u00a0<\/p>\n\n\n\n<p>They\u2019re a music-streaming giant, so the witty 404 error message of \u201cThis Page is Out of Tune,\u201d is on point with their brand. The image of the digital audio workstation with flowers growing out of it is light-hearted and makes the experience more inviting. It feels like it\u2019s saying, \u201cHey, \u201csomething happened, but it\u2019s not that bad and we can fix it.\u201d&nbsp;<\/p>\n\n\n\n<p>My favorite part about this 404 page is the way they guide you forward. They tell you to check the link first. From there, they guide you to a most-performed action (listening to their web player) and a place to find answers (their support page).&nbsp;<\/p>\n\n\n\n<p>Spotify also does a good job of separating these links from their main call to action (CTA), signing up for their service. They link to the actions above but created a separate button for \u201csign up free.\u201d It\u2019s a great way to drive conversions on a page that\u2019s not really meant for that.&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>They leaned into witty, on-brand copy for their error message (\u201cThis page is out of tune.\u201d)<\/li>\n\n\n\n<li>They use an image that supports the message perfectly and evokes a certain feeling\u00a0<\/li>\n\n\n\n<li>They give you those most important links (the web player or support page) but they also highlight their main CTA<\/li>\n\n\n\n<li>The background color makes everything else pop on the page\u00a0<\/li>\n\n\n\n<li>A simple, readable font goes a long way\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Blizzard<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1875\" height=\"907\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150325\/404-Page-Examples-Blizzard.png\" alt=\"Blizzard's 404 page with a Murloc, a creature from their game World of Warcraft.\" class=\"wp-image-101538\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150325\/404-Page-Examples-Blizzard.png 1875w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150325\/404-Page-Examples-Blizzard-300x145.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150325\/404-Page-Examples-Blizzard-1024x495.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150325\/404-Page-Examples-Blizzard-768x372.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150325\/404-Page-Examples-Blizzard-1536x743.png 1536w\" sizes=\"(max-width: 1875px) 100vw, 1875px\" \/><\/figure>\n\n\n\n<p>Blizzard is a popular video game producer that prides itself on creating epic entertainment experiences for all their players. I was pleasantly surprised to see that this epic entertainment experience extended to <a href=\"https:\/\/www.blizzard.com\/en-us\/404notfound\" target=\"_blank\" rel=\"noreferrer noopener\">their 404 page<\/a>.\u00a0<\/p>\n\n\n\n<p>The animation really makes the entire experience. You\u2019re greeted by a Murloc, a creature from their game World of Warcraft. He\u2019s looking around like a lost puppy, standing in the middle of a Blizzard. This is such a fun way to highlight the brand name and the products they produce.&nbsp;<\/p>\n\n\n\n<p>\u201c404-page Not Found\u201d is displayed prominently in the middle of the page. And then comes the witty copy that ties into the Murloc character, \u201cWe\u2019ve dispatched a rescue Murloc to guide you back to safety.\u201d Even the button mimics the sound of the Murloc (Mmmrrgmgrrrgmmll) rather than saying \u201cBack to the homepage.\u201d&nbsp;<\/p>\n\n\n\n<p>More than anything, I love this 404 page because it speaks directly to and is designed for its unique audience.&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Everything on the page is for their unique audience, from the Murloc to the button back home<\/li>\n\n\n\n<li>They use animation to compliment the page and confirm that lost feeling\u00a0<\/li>\n\n\n\n<li>The page is so on-brand that the button is something that you probably won\u2019t understand unless you play their games or know their brand\u00a0<\/li>\n\n\n\n<li>Witty copy works when it speaks to a specific audience (\u201cWe\u2019ve dispatched a rescue Murloc to guide you back to safety.\u201d)<\/li>\n\n\n\n<li>Use colors that are of the same family and complement the brand (Blizzard is the brand and they use all the blue colors)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Patagonia&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1881\" height=\"918\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150409\/404-Page-Examples-Patagonia.png\" alt=\"Patagonia\u2019s 404 page with text that reads &quot;Sorry for the airer.\u201d \" class=\"wp-image-101539\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150409\/404-Page-Examples-Patagonia.png 1881w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150409\/404-Page-Examples-Patagonia-300x146.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150409\/404-Page-Examples-Patagonia-1024x500.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150409\/404-Page-Examples-Patagonia-768x375.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150409\/404-Page-Examples-Patagonia-1536x750.png 1536w\" sizes=\"(max-width: 1881px) 100vw, 1881px\" \/><\/figure>\n\n\n\n<p><a href=\"https:\/\/www.patagonia.com\/404\/\" target=\"_blank\" rel=\"noreferrer noopener\">Patagonia\u2019s 404 page<\/a> is the epitome of capturing your brand\u2019s vibe. Everything about it reads Patagonia. Fans of the brand will appreciate them putting in the extra effort on a page that could easily be a message on a white background.\u00a0<\/p>\n\n\n\n<p>They chose an image of a snowboarder wiping out to support their 404 message, \u201cSorry for the airer.\u201d And that cheeky text continues when they ask you to please try to \u201cstick the landing on another page.\u201d&nbsp;<\/p>\n\n\n\n<p>I like how they did an overlay on the background image to allow the white text and buttons to pop. Distinguishing the home page button from the help center button is also a nice touch.&nbsp;<\/p>\n\n\n\n<p>What\u2019s really unique about this page is the \u201cYou May Like\u201d section. They show some of their clothing that you might be interested in buying. It really helps the people who were looking for a certain product that might be sold out or no longer in production.&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Don\u2019t be afraid to do a play on words with your error messaging as long as it aligns perfectly with your brand (\u201cSorry for the airer.\u201d \u201cPlease try sticking the landing on another page.\u201d<\/li>\n\n\n\n<li>They\u2019re very clear about what has happened and give you the two best options to start your journey over\u00a0<\/li>\n\n\n\n<li>Do something that you know others aren\u2019t, like their \u201cYou May Like\u201d section for clothing suggestions\u00a0<\/li>\n\n\n\n<li>Choose a humorous background image that goes well with the message. The image of the snowboarder crashing is chef\u2019s kiss<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Steve Lambert&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1871\" height=\"910\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150440\/404-Page-Examples-Steve-Lambert.png\" alt=\"Steve Lambert's 404 page with text that reads \u201cThe Most Awkward 404 Not Found Page on the Internet.&quot;\" class=\"wp-image-101540\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150440\/404-Page-Examples-Steve-Lambert.png 1871w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150440\/404-Page-Examples-Steve-Lambert-300x146.png 300w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150440\/404-Page-Examples-Steve-Lambert-1024x498.png 1024w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150440\/404-Page-Examples-Steve-Lambert-768x374.png 768w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2012\/02\/26150440\/404-Page-Examples-Steve-Lambert-1536x747.png 1536w\" sizes=\"(max-width: 1871px) 100vw, 1871px\" \/><\/figure>\n\n\n\n<p>Steve Lambert is known for his brand of experimental art and large-scale, creative public projects that engage new audiences on difficult topics. He\u2019s a little off-beat and <a href=\"https:\/\/visitsteve.com\/404\" target=\"_blank\" rel=\"noreferrer noopener\">his 404 page<\/a> is no different.\u00a0<\/p>\n\n\n\n<p>He starts by giving it a title, \u201cThe Most Awkward 404 Not Found Page on the Internet,\u201d while most other brands wouldn\u2019t even bother with one. Then comes this super cringe video.<\/p>\n\n\n\n<p>He walks into a relatively empty room kind of shocked that we\u2019re there too. He\u2019s basically like hey you\u2019re lost too? The search bar below can help. You\u2019re welcome to hang out as long as you want but this is all you\u2019re really going to get. But he says all of that in his off-beat way.&nbsp;<\/p>\n\n\n\n<p>He really took advantage of highlighting his personal brand and creating a memorable moment with visitors.&nbsp;<\/p>\n\n\n\n<p>I also appreciate how he kept it super simple with his error message and gives you the option to search for what you want. He kind of cuts out the middleman and gets you to where you want to go faster.&nbsp;&nbsp;<\/p>\n\n\n\n<p><strong>Best practices used to create this 404 page:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use video to capture the spirit of your brand and the page. That video is so funny and so unique. I don\u2019t think I&#8217;ve ever seen a video like that on a 404 page but it goes so well with his brand<\/li>\n\n\n\n<li>Use your 404 page to create a memorable moment with visitors and further brand recognition<\/li>\n\n\n\n<li>Rather than just using the page doesn\u2019t exist message, give your 404 page a title to make it a little more interesting\u00a0<\/li>\n\n\n\n<li>Tell the person exactly what happened (He says, \u201cThis page isn&#8217;t here. Maybe it moved. Or maybe it never existed.\u201d)<\/li>\n\n\n\n<li>Use a search bar instead of buttons. I think this kind of cuts out the middleman and gets people to where they need to go faster<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Every Best Practice the Best 404 Page Examples Use&nbsp;<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand your 404 page\u00a0<\/li>\n\n\n\n<li>State what happened and how to potentially fix it very clearly<\/li>\n\n\n\n<li>If you\u2019re going to use animation, keep it subtle\u00a0<\/li>\n\n\n\n<li>Use a simple and easy-to-digest layout\u00a0<\/li>\n\n\n\n<li>Give people 1-3 options for finding what they need, don\u2019t overwhelm them<\/li>\n\n\n\n<li>Use an image or video that supports the error message and evokes emotion\u00a0<\/li>\n\n\n\n<li>Design the page for your unique audience<\/li>\n\n\n\n<li>Lean into witty, on-brand copy for your error message\u00a0<\/li>\n\n\n\n<li>Use a background color that makes everything else pop on the page\u00a0<\/li>\n\n\n\n<li>Use a simple, readable font<\/li>\n\n\n\n<li>Do something that you know others aren\u2019t, like a \u201cYou May Like\u201d section like Patagonia does or a video like Steve Lambert\u00a0<\/li>\n\n\n\n<li>Consider using a search bar instead of buttons to get people to where they need to go faster<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The 404 page is one of those pages visitors of your site need but probably won\u2019t realize they need it until it\u2019s not there. 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