The 404 page can be the most neglected page on a website. The standard template comes with a warning that the content you are trying to view doesn’t exist and in fact may never have existed – a strange concept indeed.
The 404 error happens for any number of reasons – a broken url, the user typing in the wrong url, or a web page being deleted or renamed without a 301 redirect in its place.
Whilst the 404 page can be frustrating for a visitor, it is an opportunity for the website owner to be creative and re-engage the user, so they explore rather than leave the site.
Here are some of our 404 pages where we encourage visitors to click on a link.