One of my favourite things to build on a website project is a custom 404 page. This is a place where we can have a little fun with your customers – and turn a “Page Not Found” into a playful, brand moment!
We’ve all been there – you click a link, and instead of the page you were expecting, you land on a cold “404: Page Not Found” message. Most websites treat their 404 pages as an afterthought (and some themes do not allow easy editing of them either), but that is a missed opportunity.
A clever and well-designed 404 page can do more than just tell visitors something’s gone wrong, it can reflect your brand’s personality, ease frustration, and even keep people on your site longer. We think of it as a chance to have a little on-brand fun with them – and to allow them to connect with you on a different level.
Scroll down to see some of our favourite 404 page designs!
Why a good 404 page is important
1. It keep visitors engaged (instead of losing them)
A default 404 page is a dead end; however, a well-designed one is a detour. If you give people a smile, a helpful link, or a clear way to get back on track, you’re much more likely to keep them browsing instead of bouncing away.
2. It’s a good place to show off your brand personality
Your 404 page is a chance to be memorable. Whether you use humour, beautiful design, or a simple friendly tone, it’s another space to express who you are as a brand. For creative businesses especially, it’s a small touch that makes a big impression.
3. It builds trust through transparency
Errors happen, but it’s how you handle them that counts. A thoughtful 404 page shows visitors you’ve planned for the unexpected and that you care about their experience.
4. It encourages action
If you add a clear call to action like a “RETURN HOME” button, a search bar, or links to popular pages – even on an error page, you can guide users toward something useful.
5. Bonus: it can help SEO (indirectly)
While a 404 page itself doesn’t boost rankings, improving user experience helps reduce bounce rates and keeps people engaged on your site, which are both positive signals for search engines.
What makes a successful 404 page?
A good 404 page should:
- Be on-brand: Use your logo, colours, and voice.
- Explain clearly: Let users know what went wrong.
- Offer a way out: Include navigation links or a search bar.
- Add some fun: Use creative visuals, animations, or witty copy to lighten the mood.
We love creating 404 pages that make people smile.
Looking for some inspiration for a 404 page? Below are a few of our favourites from past projects.
McGrath Industries
McGrath Industries are the go-to engineers in New Zealand for all building vertical lift machinery. So for their 404 page, we created a play on words (“Need a lift back home?”) and a home button that looks like an elevator button.
Paloma Taqueria
Paloma Taqueria creates authentic Mexican food in Wanaka. So for their 404 page, we used a Spanish phrase – ¡ay!, ¡vaya! which is an exclamation of surprise. We followed this with links to either view their menu or book a table.
Off The Loop
Off The Loop is a cable wakeboarding, stand up paddle boarding & inflatable aqua-park based in Foxton. For their 404 page, we used a picture of a person diving head first off a paddle board in the water and a play on words – “Looks like you’ve gone overboard!” We also used an emoji of a thinking face for another playful touch.
Meno Central
Meno Central is a resource hub for New Zealand women all about Perimenopause and Menopause. For their 404 page, we found a fun image of a woman fanning herself, and then added the heading “Is it hot in here, or is it just us?” We then put some instructions below about using the navigation, or returning to the homepage.
Optiflow
Optiflow are a Hawke’s Bay based company that offers HVAC Commissioning & Commissioning Management services across the North Island. For their 404 page, we found an image of someone looking up a vent, and then added the words – “Looking for something?” along with a search box and a RETURN HOME button.
JetBlack Cycling
JetBlack Cycling create innovative & affordable cycling products for cyclists. Based in Australia, one of their products is a Turn Block for indoor cycle training. For their Australian website’s 404 page, we located a picture of the Australian outback and opened with a fun interactive element where the scrolling of the page triggers an image of the turn block (which replaces the letter O) to turn. Below that we used the words “You’ve made a wrong turn & landed in the middle of nowhere. It’s a great place to be, except in this case…” then popped a RETURN HOME button.
Do you want to build a website with personality?
We’d love to work with you to create a website that fits your brand perfectly, and keeps visitors smiling even when something goes wrong.
