We've all been there. You click a link and land on a page telling you it doesn't exist. Frustrating!

But the thing is, 404 errors are inevitable. Links break, URLs change, people mistype. The question isn't if visitors will hit a dead end—it's how you handle it when they do.

One thing I always recommend to my clients is to treat your 404 page as a brand opportunity, not an afterthought.*

Why It Matters

There's a brilliant TED talk by Renny Gleeson that perfectly captures this. 404 pages are small moments where you can either lose someone forever or create a memorable experience. When done right, they can keep visitors engaged, reinforce your brand personality, and even guide people back into your site journey.

What Makes a Great 404 Page?

1. It Sounds Like You

Your 404 page shouldn't sound like your IT department wrote it. Pixar shows Sadness from Inside Out with empathetic copy. Mailchimp features Freddie the chimp with his head stuck in a hole, trying to help you find what you need. And the wonderful Lego, well, what more would you expect from them? All three are perfectly on-brand, even in a moment of error.

2. It's Actually Helpful

Include a search bar, links to popular pages, or a clear path to the homepage. Airtable nails this with a friendly apology message alongside clear navigation options and a detailed menu at the bottom to help users find exactly what they need.

3. It Turns Frustration Into Delight

Some brands go the extra mile. Hosting company, Kualo turned their 404 page into a playable Space Invaders game. Slack created an interactive animated forest and tennis ace, Djokovic's, site asks if you're "looking for lost balls?"

Although I’m no fan of Zoos & Aquariums, the 404 page on the WAZA (World Association of Zoos and Aquariums) site does make me laugh every time I view their video of flamingos looking completely lost. Hilarious, memorable, and perfectly suited to their brand.

The Quick Test

When working with clients, I always ask four questions:

1. Does this sound like us? Would your customers recognise your brand voice?

2. Are we being helpful? Can lost visitors easily get back on track?

3. Are we taking responsibility? Even when it's not your fault, acknowledgement matters.

4. Could this be shareable? The best 404 pages get screenshotted on social media.

Make It Happen

Your 404 page is one of the easiest wins in ecommerce UX. It doesn't need a massive budget or months of development. What it does need is a bit of thought about your brand, your customers, and what you want them to feel when things don't go to plan.

As Renny Gleeson says, these small moments matter. They're opportunities to be human, to be helpful, and to remind people why they chose your brand in the first place.

So, visit your 404 page. Does it make you smile? Does it sound like you? If not, it might be time for a rethink.

Because even when pages can't be found, your brand should always be present.

*Want to chat about improving your customer experience?

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