Even though most of us don’t ever want to see a 404 page, it’s smart to have one for your website. And if you need one, why not make the most of it? Here are some examples of brands who have made their 404 pages work hard for their business.
A 404 page is an important part of the website experience. It’s a page that the user finds when they accidentally click an old link or mistype a URL. But it doesn’t have to be just a simple error message and a link back to the homepage. Some companies have decided to be creative and turn their 404 pages into something more interesting, even a source of entertainment for their visitors.
As Renny Gleeson highlights in his 404, the story of a page not found TED Talk: “Little things, done right, matter. Well-designed moments build brands.”
We’ve collected some of our favorite error pages from Kontent.ai’s customers and other brands. If you’re looking for some 404 page inspiration—or just want to see what can be done—take a look at these error page examples!
According to Bruce Clay, “your 404 error page should make it clear that the visitor is still on your website.” Keeping the error page consistent with other pages on your site means every word and image you use accurately represents the personality and tone of your brand.
The point is that you should never design a generic 404 page. If you do, it will reflect poorly on your brand, making it seem as though you don’t care about detail or customer experience—both of which are important factors in establishing trust with customers. For example, if you’re selling luxury watches, then your 404 page should be sleek and elegant. Or maybe you’re running an e-commerce shop with animal products, so your 404 page shows an animation of a dog running around.
Instead of Oops, we can’t find what you’re looking for, The TSSA’s (Transport Salaried Staffs’ Association’s) error message says This page has gone off the rails, which is a nice reference to the industry they work in:
Spotify also serves as a great example of how companies can maintain their branding and stay true to their identity, even on their 404 page:
Mailchimp’s 404 page template is on-brand, keeping things nice and simple. The drawing of a donkey searching for the lost page adds a touch of fun for visitors who couldn’t find what they were looking for, guiding them to return to the homepage:
Pixar has nailed it with their 404 page. They turn the frustration of landing on the wrong page into a delightful experience. This approach is both entertaining and creative, capturing the essence of Pixar’s brand perfectly:
One example is what we like to call “the creative message.” It’s not just about design—it’s also about using language and tone of voice to get your point across and stand out from the crowd. This error page from Openmarkets is an example of how this can be done well: funny copy, entertaining visuals, and a clear call to action:
The creative message works particularly well on 404 pages because it gives you an opportunity to interact with visitors in a fun way that doesn’t feel like a chore. You’re not simply telling people they’ve reached a dead end; you’re entertaining them while at the same time directing them back to where they want to go next.
Marvel’s error page is superpowered. They showcase different heroes with fun little animations, and you can refresh the page to see another one. It’s a clever way to turn a mistake into a mini-adventure!
This 404 page by Netflix gently guides your attention to the TV show Lost in Space, playfully reminding us that even on Netflix, things can sometimes get misplaced:
Lego’s error page uses humor and a recognizable character to gently let users know they’ve reached a dead end. The design is effective, paired with a touch of playful text:
Do you know Google Chrome’s hidden dinosaur game that you can play when your computer or phone is offline? The 404 error page also features a little “game”—running men with error messages such as Freaking out and a panic button that changes each time you click on it. This is probably one of the best 404 pages we’ve ever seen; what’s essential is that it also includes an easy way to go back to the website:
The Orange Coat website offers a helpful guide to get you back on track if you land on a broken page. By answering a series of yes or no questions, you’ll be directed to the information you originally sought:
The 404 message on Hubspot lets you know that the page you're looking for isn’t available—and they’re letting you know they’re sorry they missed you. Plus, they offer some helpful alternatives to keep you browsing happily:
Wendy’s 404 error page offers a playable twist on the classic “BurgerTime” game. Users can build burgers while navigating the page, providing a brief distraction before returning to their browsing:
If you feel like including a game or animation would be too much, you can always just keep it simple. A message like We’re sorry, page not found! is more than enough. You can also try showing some of your most popular content on the 404 page and include links to other areas of your site that might be helpful, e.g., FAQs like England Hockey’s error page:
Spica offers a straightforward error page featuring an illustration and friendly suggestions. Visitors can simply continue exploring the website by checking out their GemEx platform, browsing through their blog posts, or booking a demo:
Horseware is all about keeping things simple and true to their brand. That's why their 404 page features a horse and a handy search bar, so customers can easily find their way to the page they need:
Sorry, we can’t find what you are looking for, says Raymarine’s error page. This is another great example showing that you can’t go wrong with keeping your 404 page simple and adding a visual that truly represents your brand:
If you have a documentation portal or hundreds of pages on your website, it’s good to include a search bar on your 404 error page so that visitors can quickly find the resource they need.
Remember, a 404 page should not be just a dead end but a way back into your site where there’s more content and information waiting for them. Always tell users what happened and provide a way for them to get back on track like this page here:
The 404 page of Airbnb helps visitors find their way back by offering links to pages like home, search, traveling on Airbnb, or hosting on Airbnb:
Help Scout and their 404 page lets visitors of their website know that their charming pup, Scout, is there to guide them back to the page they need:
This error page by Carwow not only offers a way to head to their Car Chooser or homepage, but they also make sure you have a bit of fun by letting you play a simple game:
If you enjoyed these Page not found examples, check out other articles from this series:
If you are looking for a way to quickly create content and keep visitors on your website, feel free to schedule a 1-on-1 demo or start your 30-day trial to see how a headless CMS can help you deliver engaging digital experiences.
