A missed opportunity
The 404 “page not found” error simply means that the page you’re trying to access is unavailable. This can happen for many reasons. Administrators may have removed or renamed pages and not updated the corresponding links. The user may have mis-typed the URL or clicked a bad link.
Many websites neglect the 404 page and hope for the best but should not overlook it. Landing on a page that looks broken or unfinished can send even the most patient users away. Offering up technical language without explanation could send them to a competitor.
The 404 page is an opportunity to help your customers, to guide them to where they want to be. It’s an opportunity to connect.