Yes, Even Your 404 Page Deserves Attention
A broken link is not a moment you hope your website visitors remember — but they will.
When we say “404 page,” we’re referring to the error screen visitors see when a link breaks or a page no longer exists.
While many brands treat this page like an afterthought, we see it as an opportunity to turn a moment of confusion
into a moment of clarity (and maybe even delight).
Let’s explore why 404 pages matter, and what yours should be doing.
If You Read Nothing Else…
- A 404 page is an often-overlooked opportunity to guide, reassure, and re-engage visitors.
- Your 404 page should have a clear message, helpful navigation, and on-brand visuals.
- An effective 404 page design will quickly reorient lost users and reduce bounce rates.
- Personality is optional, but clarity is a must.
- Even small design upgrades can dramatically improve the visitor experience.
What Thoughtful 404 Page Design Can Look Like
Even though 404 pages are small, thoughtful design can turn them into moments that are helpful,
memorable, and completely on-brand. Here’s one example of what that can look like in practice.
Example: A Navigational Theme With Visual Impact
One 404 page we recently designed uses a dramatic coastal image featuring a lighthouse — a strong
visual metaphor for guidance — paired with the message:
404 Error — LOST AT SEA
This page could not be found.
A single, confident Return Home button gives visitors a clear next step without overwhelming them.
It’s engaging.
It’s on-brand.
And most importantly, it’s helpful.
This example, and others like it, point to a bigger truth about user experience and branding:
Every page matters. Even the ones rarely thought about.
Why 404 Pages Matter More Than You Might Think
A 404 page usually appears because a visitor clicked an outdated link, mistyped a URL,
or stumbled onto a page that no longer exists. It’s an unplanned moment, but not an unimportant one.
In fact, it’s often the moment when visitors decide whether to:
A) stay and try again, or
B) leave your site entirely.
A thoughtful 404 page can help them stay — and even feel good about it.
Here’s why it matters:
1. It Reduces User Frustration
Landing on an error page is inherently annoying, but a well-designed 404 page lowers the emotional temperature.
A quick, clear message reassures visitors that the problem isn’t their fault.
2. It Keeps People on Your Site
A lost visitor with nowhere to go is a visitor who bounces off your site.
A strong 404 page provides immediate direction — usually a prominent link back to your homepage,
or in some cases, a customized alternate call-to-action.
3. It Reinforces Your Brand Personality
A bland 404 page is a missed branding moment.
Depending on your brand’s tone, a thoughtful 404 page can feel welcoming, clever, calm, or even charming.
4. It Shows You Care About the Details
Many brands can design a beautiful homepage. But a well-crafted 404 page demonstrates consideration for the full user experience.
And yes, visitors notice.
What Every Good 404 Page Should Have
A successful 404 page isn’t complicated. It just needs to communicate clearly and help visitors recover quickly.
Here are the non-negotiables.
1. A Clear, Human Message
Avoid robotic or technical language like:
- “404 Not Found.”
- “Server returned status code 404.”
Instead, aim for clarity and friendliness:
- “We can’t seem to find that page.”
- “Oops — something went wrong.”
The tone can be serious, playful, or somewhere in between.
Whatever it is, just make sure it’s clear and sounds like a human wrote it.
2. A Simple Path Forward
Most visitors just want to know what to do to get back on track fast.
A highly visible button leading back to the homepage is often enough,
but you can also tailor your call to action to your industry or goals.
Example: A Thoughtfully Chosen CTA
Another 404 page we recently designed uses bright, friendly imagery that aligns with the brand.
Strategic and reassuring messaging directs users to specific areas of the website and keeps them engaged.
Page Not Found
The page you’re looking for has moved or no longer exists.
Don’t worry, we have plenty of other places to explore!
A clear CTA button invites users to
Find a Community,
a primary function of the website and the main source of leads for the company.
The message is friendly, supportive, and instantly helpful — exactly what a good 404 page should be.
3. Brand-Consistent Design
A 404 page doesn’t need to be fancy, but it should
feel like your brand.
That means thoughtfully incorporating your:
- colors
- typography
- imagery
- tone of voice
- layout style
- level of polish
If a visitor lands on your 404 page and it feels disconnected from the rest of your site,
the moment can become even more confusing.
4. Fast Load Time + Clean Layout
A 404 page already tests a visitor’s patience.
A slow or cluttered error page only makes things worse.
Keep it simple with:
- minimal copy
- high-contrast elements
- no unnecessary animations
- accessible color contrast
5. Optional Add-Ons (If They Fit Your Brand)
Not every 404 page needs extras, but the right enhancement can make the moment even more useful.
Optional elements include:
- Search bar – great for sites with lots of content
- Helpful links – like “View All Services” or “Explore Our Locations”
- Touch of humor – if it suits your voice
- Simple illustration or graphic – for brands with whimsical identities
- Light safety net – like “Need help? Contact us here.”
The right combination depends on your audience, your brand personality, and your goals.
How to Design a 404 Page That Actually Helps Your Users
If you’re unsure where to start, think of your 404 page as both a service moment
(help your visitor recover) and a brand moment (reinforce who you are).
Here are some guiding principles we follow at Electric Easel.
1. Match the Tone of Your Brand
- A financial services site might choose something calm and reassuring.
- A children’s brand might use humor.
- A resort might lean into imagery.
There’s no single right tone — just the one that aligns with your brand identity.
2. Lead With Clarity, Not Cleverness
Clever may be fun, but a clear message is essential.
If you can do both? Even better.
3. Don’t Overthink It
Error pages don’t need paragraphs of copy.
The best ones feel effortless.
A successful 404 page answers just three questions:
- 1. What happened?
- 2. What should I do next?
- 3. Does this page feel like the same brand I’ve been browsing?
4. Test It Periodically
Pages get archived. URLs change. Links break.
Make checking your 404 page part of your regular website maintenance process.
5. See It as an Extension of Your Customer Experience
A 404 page may feel like a minor component of your website,
but it’s a real touchpoint — one that reflects how much your brand cares about guiding people,
even when things don’t go as planned.
Final Thought: Even the Small Pages Deserve Big Intention
We love building stunning home pages, polished landing pages, and smooth digital experiences,
but we care just as much about the tiny corners of a website that often go unnoticed.
Thoughtful design is not about perfection.
It’s about paying attention.
From encouraging messages to helpful CTAs,
well-crafted 404 pages transform a moment of friction into a moment of support.
And as our recent work shows, even small UX upgrades can help visitors feel guided,
confident, and cared for.
Your website’s visitors may never want to land on a 404 page,
but when they do, you have a chance to guide them forward with care and clarity.
