Want inspiration for your company’s 404 page? Join me as I look at the coolest and most creative 404 pages around!
The internet is growing and evolving all of the time. Pages are deleted, renamed, or just moved around.
When you spring clean your website, a 404 page can help keep visitors on your site and encourage them to visit other pages.
However, it’s essential that your 404 page is eye-catching, on-brand, and entertaining. Offer something that looks like this…
… and prospective customers won’t stay on your website for long.
I decided to do some online sleuthing to sniff out some 404 pages businesses use on their sites. In this article I’ll share my thoughts, as well as give each 404 page a mark out of five for:
- Coolness. How fresh and funky the 404 page is
- Creativity. How innovative and clever the 404 page is
- Functionality. How good the 404 page is at getting you to the pages you want to access
I’ll keep adding to this article as I find new 404 pages, so be sure to keep coming back!
Aldi
Given that Aldi is well-known for funny and exciting content on social media, I was expecting a little more from this 404 page. Perhaps a cheeky Cuthbert the Caterpillar or Kevin the Carrot to guide the way.
However, it does the job. It clearly states that the page can’t be found and provides lots of links and a search bar so visitors can get themselves back on track.
Coolness: 1/5
Creativity: 1/5
Functionality: 5/5
Amazon
Amazon sells millions of products, so it’s likely that you’ll experience a 404 page at some point in time.
This page is clear and advises visitors to go back to the homepage or search for what they need. This does the job, but it would have been good to see some links to product categories as well.
Alternatively, visitors can check out the ‘meet the dogs of Amazon’ page, which has lots of cool photos of Amazon employees’ dogs, cats, and other adorable pets.
The thing I love most about this 404 page? The dog changes when you refresh the page. Trust me, I spent about ten minutes spamming the F5 button!
Coolness: 5/5
Creativity: 4/5
Functionality: 3/5
Apple
The Apple brand is well-known for its simplicity, so it’s only logical that its 404 page follows suit.
You get a clear message, a search bar, and a link to a site map. Done.
While it would have been nice to see more links, this wouldn’t really fit in with Apple’s minimalist style, so it gets a pass.
Coolness: 2/5
Creativity: 1/5
Functionality: 3/5
App Sumo
App Sumo is known for being a quirky, informal brand, so it’s great that it injects some personality into its 404 page.
‘Sorry, we couldn’t find that page’ and ‘weird, we couldn’t find that page’ – a one word substitution that results in a totally different feel and vibe.
It’s not obvious from the screenshot, but the man looking at the map is actually a GIF, which adds excitement and dynamism and encourages visitors to stick around.
Coolness: 3/5
Creativity: 4/5
Functionality: 3/5
Argos
Okay, this page uses the Argos colour and typography well. But it’s bland AF.
Your 404 page is a great way to showcase your brand’s personality. Argos is known for being a fun business that sells a wide range of products, but none of this is evident on this page.
Even some different wording would have worked really well here.
Coolness: 2/5
Creativity: 1/5
Functionality: 1/5
B and Q (DIY.com)
Okay, this 404 page isn’t the most exciting, but I included it because it mentions something that a lot of 404 pages neglect to say.
‘Our monitoring systems will let us know that you’ve seen this page, so we can look into the broken link and update it.’
This is a great way to reassure the visitor that B and Q checks for broken links and fixes them.
Coolness: 1/5
Creativity: 2/5
Functionality: 3/5
BBC
It’s interesting to see that the largest websites have the simplest 404 pages.
This page has a search bar and a link back to the BBC homepage, but I love that there’s a little picture of the Clangers too. It provides a subtle air of friendliness, warmth, and nostalgia.
Coolness: 4/5
Creativity: 2/5
Functionality: 2/5
Boohoo
I’m not quite sure what to make of this 404 page. I like that there’s a big image and I like that it says ‘oh no’ instead of the ‘oops’ that so many 404 pages tend to use.
However, I’m not a fan of the only way to get off this page being to click on the ‘go to homepage’ button. There’s no other navigation on this 404 page at all.
I’m assuming this was an intentional design choice, but given how search is such an integral part of fashion websites, this feels a little frustrating.
Coolness: 4/5
Creativity: 2/5
Functionality: 1/5
Channel 4
Channel 4 is known for being an unconventional broadcaster, so it makes sense that its 404 page reflects that quirkiness.
The image – from flagship show Gogglebox, sums up the frustration that a visitor might have from stumbling across a broken link.
I also like the casual vibe of the copy: ‘it might be gone for now or there could be a typo in the address bar.’
Coolness: 4/5
Creativity: 4/5
Functionality: 2/5
Coca Cola
You know your branding is on point if someone can identify your business from your 404 page alone.
Red and white colour scheme? Check. Cuddly polar bear? Check. Unbranded but totally recognisable soft drinks bottle? Check and check.
This 404 page is super simple, but I love it. Okay, there’s no signposting to other pages, but I think the minimalist design works in Coca Cola’s favour here.
Coolness: 5/5
Creativity: 4/5
Functionality: 1/5
Co-op Live
Yeeaaaaah, there’s simple 404 pages and there’s whatever this is. I’m hoping that the web developer forgot to put a proper 404 page in and this isn’t intentional.
It’s not good when the primary message is repeated twice and you dedicate more space to your sponsors than you do trying to signpost your site visitors to the right page.
Coolness: 2/5 (I like the black background and white text, but that’s about it)
Creativity: 1/5
Functionality: 1/5
Costa Coffee
Okay, I like this page. The spilled cup representing the zero in ‘404’ is a nice touch, and the text is friendly and warm.
A couple of extra links would elevate this page a little more, but this is an impressive showing.
Coolness: 3/5
Creativity: 4/5
Functionality: 1/5
Currys
There’s something to be said about adding a pop of colour to your 404 page. It makes it stand out and makes customers realise that they’re not able to access the page they were looking for.
The wording is good, there’s a shoutout to Curry’s ‘amazing tech’ and there’s a dog. I’m not sure what a dog has to do with air fryers and smart TVs but I like dogs, so it’s all good.
Coolness: 4/5
Creativity: 3/5
Functionality: 2/5
Disneyland
I’m a massive fan of a funny 404 message, so ‘someone ate the page!’ coupled with the world’s cuddliest alien resonates well with me.
There are also lots of links to help visitors find their way around. While a search box is great, sometimes you just need pointing to the right pages, especially if you’re on a mobile phone in the middle of a crowded theme park!
Could it be a little more fancy? Possibly. But it’s cute, funny, and helpful, so it ticks all the boxes.
Coolness: 4/5
Creativity: 3/5
Functionality: 4/5
Dunelm
The image on this page makes me giggle. I don’t know what it is, but a shopping bag with x’s for eyes is absolutely hilarious and adds a little layer of whimsy to an otherwise standard 404 page.
I do like the big search bar on this 404 page too.
I think every time I’ve been on the Dunelm site I’ve ended up searching for exactly what I need rather than using the menu, so the marketing team evidently know their target audience.
Coolness: 3/5
Creativity: 2/5
Functionality: 3/5
Etsy
Yawn… this 404 page is functional, but boring.
The search bar and link back to the homepage do the job but like so many pages on this list, Etsy could have done a lot more.
Some pre-generated searches for popular items, or some nice photos of products could have taken this 404 page to the next level.
Coolness: 1/5
Creativity: 1/5
Functionality: 4/5
Firebox
Like Aldi, Firebox is known for being quirky and funny, so this 404 page feels like a wasted opportunity.
Positive points: I like the ‘but there’s so much more to explore’ and the big blocky call-to-action. But a few product images and a search bar would make this page so much more valuable than it currently is.
Coolness: 2/5
Creativity: 1/5
Functionality: 2/5
Greggs
Greggs has one of the best approaches to marketing around, and I’m so glad it didn’t let me down with its 404 page. You’ve got the brand colours and a sad little gingerbread man – simple but effective.
(Interestingly Greggs uses the same gingerbread man, but smiling, on other pages on its website, so extra points for brand continuity.)
I also like how this 404 page reiterates the URL the user entered, so they can double-check they got it right. It’s a little thing, but it’s very helpful.
Coolness: 4/5
Creativity: 3/5
Functionality: 3/5
Hootsuite
In my experience, software-as-a-service (SaaS) providers generally ‘get’ 404 pages and understand how to use them correctly. Hootsuite doesn’t disappoint in this regard.
I love the frustrated owl, the fun and friendly tone of voice, and the fact that there are links to the most popular pages. Three out of three from me!
Coolness: 4/5
Creativity: 4/5
Functionality: 5/5
Ikea
The Ikea 404 page looks a little simple upon first glance, although I do like the friendly, helpful, on-brand tone – ‘let’s bounce you back to somewhere more inspiring.’
When you look a little closer, this 404 page does something incredibly smart.
There’s a scrolling carousel of items at the bottom of the page. When you hover over one of the products, it provides more information and even lets you put the product in your basket.
When you can cross-sell from your 404 page, you know your marketing strategy is on-point.
Coolness: 3/5
Creativity: 5/5
Functionality: 5/5
Innocent
Now this brand got the brief when it came to creating a memorable 404 page. It’s funny, self-depreciating, and consistent with Innocent’s informal and authentic tone of voice.
The thing I love the most is that this 404 page lists all the mistakes Innocent has made, including typos on its labels and social media posts that didn’t quite hit the mark. This page runs on for quite a while, so here’s the link if you want to check out all Innocent’s bloopers in all their glory.
Coolness: 5/5
Creativity: 5/5
Functionality: 2/5
Lego
Another brand that gets it right. I love the nod to the Lego Movie and the fun language – a 404 page doesn’t have to be dull and technical.
More links would have been good rather than just a link to the homepage, but that’s me being picky.
Coolness: 4/5
Creativity: 4/5
Functionality: 2/5
MTV
At this point you might think something’s gone wrong or I’ve got fed up with reporting on 404 pages, as I’ve provided a screenshot of MTV’s homepage.
And that’s the issue. MTV doesn’t have a 404 page. Instead it automatically redirects visitors to its homepage.
Redirects can be useful on websites, and I’ll talk about how you can use them in place of 404 pages in the FAQ at the end of this article.
The issue is that redirects need to be contextual. If someone is trying to view a specific page, you need to redirect them to a page that offers similar value.
Otherwise, use a 404 page to tell them the page they want no longer exists and signpost them to another part of the site.
If you force everyone back to your homepage, you’re just going to end up confusing them.
So no, I don’t want my MTV on this occasion. Soz.
Coolness: 0/5
Creativity: 0/5
Functionality: -5/5
Nintendo
Did you ever play Star Fox on the SNES? It was essentially Asteroids on performance-enhancing drugs. It was ace.
I love how this 404 page is a call-back to the franchise. The best thing though? If you click on the ‘Do a barrel roll!’ button.
I’ll give you two minutes to visit the page and click on it. Go on. Do it now. It’s totally worth your time.
Okay, there’s not a lot of signposting on this 404 page – just a link back to the homepage. But I’m going to overlook that because I’m a sucker for gaming nostalgia.
Coolness: 4/5
Creativity: 5/5
Functionality: 2/5
Newcastle United Football Club
I’ve not seen many 404 pages that overlay a massive image, but this one works well.
The grey text is a little dark and not ideal accessibility-wise, but I like the links at the bottom and the green call-to-action button.
Coolness: 5/5
Creativity: 2/5
Functionality: 3/5
Pets at Home
This 404 page is right on brand for Pets at Home, and something that all pet owners can relate to!
The image is gorgeous and I love the flashes of green that tie in with the brand identity.
Could there be more links to signpost visitors to the right place? Maybe, but I still love this one.
Coolness: 5/5
Creativity: 4/5
Functionality: 2/5
Sainsbury’s
Oh Sainsbury’s… I expected so much more from you.
This 404 page isn’t good. The wording is clunky, the image is out of place, and there aren’t any useful links.
(If a customer is frustrated that they can’t find the page they need, advising them to ‘please try again’ is probably the worst thing you can say.)
If your site has recently changed and there are a lot of updated links, your 404 page is a fantastic opportunity to point visitors to your most popular pages and products.
Coolness: 1/5
Creativity: 1/5
Functionality: 1/5
Squarespace
Like the Nintendo page I showed you earlier, Squarespace’s 404 page is one you need to see in real time.
While you’re on the page, words meaning ‘sorry’ in different languages fall down to the bottom of the page. You can hover over the words and letters to bat them around the screen.
First time I was on this page, I spent about ten minutes just messing around!
Yes, the page itself is a little basic and the wording leaves a lot to be desired. But out of all the 404 pages in this article, it’s one of the most fun!
Coolness: 4/5
Creativity: 5/5
Functionality: 2/5
Star Wars
I was expecting good things from the Star Wars 404 page and it definitely delivered.
The Death Star as the ‘0’ in ‘404?’ Perfect. The ‘this page is not fully armed and operational?’ To say I geeked out was an understatement.
Star Wars definitely understands its brand, and I love how it applies it to the error pages on its site.
Coolness: 5/5
Creativity: 5/5
Functionality: 3/5
The Academy Awards
I know the Academy Awards is meant to be high-brow and refined, but I feel they could have done a lot more with this.
I like how the heading is the Academy Awards golden-yellow, but that’s about as far as my enjoyment of this 404 page goes.
A link to popular pages would have gone down well here, or even interesting facts about the Oscars would have been cool.
Your 404 page is valuable real estate on your website – don’t ignore it or do the bare minimum with it.
Coolness: 1/5
Creativity: 1/5
Functionality: 1/5
Waterstones
Another business that understands its brand and its customers, Waterstones has got its 404 page nailed down.
I love the fact that it’s a book, I love the fact that the page number is 404, and I love the fact that it’s got a relevant book quote on the other page.
The absolute cherry on the cake would be if the book quote changed every time you refreshed the page (trust me, I checked) but that’s just me being greedy.
Coolness: 4/5
Creativity: 5/5
Functionality: 3/5
Wembley
I like this 404 page as it’s right on brand for Wembley – the football terminology, the man mowing the pitch… it all comes together really well.
The clear explanation is also good – the page explains what a 404 error is, why the error might have happened, and how the visitor can find what they need.
Functionality and a dash of humour, what’s not to like?
Coolness: 4/5
Creativity: 3/5
Functionality: 3/5
404 page FAQ
What is a 404 page? How do you create a good one? And are 404 pages any good for SEO? You’ll find all the answers here!
What is a 404 page?
A 404 page is an error page that tells visitors that a certain web page is not available.
For example, if they try to access a page that no longer exists or if they type an URL incorrectly.
Why do websites use 404 pages?
404 pages tell visitors that a page doesn’t exist. So for example, if they type in a URL incorrectly, they know to check the URL they entered for typos.
Another reason why websites use 404 pages is to provide visitors with resources so they can find the information they need. Like links to popular pages or a search bar.
What’s the difference between a redirect and a 404 page?
A redirected page automatically takes visitors to another relevant page. Let’s say you deleted page A, but page B has all the information a visitor needs to know – you can redirect anyone trying to access page A to page B instead.
Think of a page redirect like a diversion, while a 404 page is like a stop sign!
The thing with redirects is that you need to redirect a visitor to a page that offers similar value to the page they expected to visit. If not, they may get confused or annoyed.
In this situation, a 404 page is the better option.
Are 404 pages bad for SEO?
404 pages aren’t neccesarily bad for SEO. The issue comes when a 404 page is badly designed or doesn’t tell visitors what to do next. This can lead to a poor user experience, which in turn can tell the search engines that your site isn’t a trustworthy or relevant one.
Too many internal broken links can be bad for SEO. This can make it harder for the search engines to index your site, and tells the search engines that your site is low-quality.
What are the best SEO practices for setting up a 404 page?
- Provide links to important areas of your site
- Include a search bar so visitors can find what they need
- Offer contact information if visitors have a question
- Track broken links so you can fix or redirect them as appropriate
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